Investing.com -- Coca-Cola is changing its approach to keep beverages affordable and attractive as consumer demand varies across different income levels, CFO John Murphy said Thursday at an industry conference.

The beverage company, which increased its annual profit forecast in April, said it was managing disruption from the U.S.-Israeli war on Iran "not perfectly well, but without fear, without trepidation."

"The outlook… of the Middle East situation is still not clear," Murphy told investors at the Deutsche Bank consumer conference in Paris, adding that it "is going to be a topic on all of our agenda as we go into 2027."

The company is using different pack sizes, formats and price points to reach more consumers. Options range from smaller, lower-cost single-serve products to larger and premium items, aiming to maintain affordability for shoppers watching their budgets.

Recent earnings from major U.S. retailers show consumers remain resilient but are spending more carefully, as rising fuel costs linked to the Iran conflict and ongoing inflation affect household budgets.

Murphy shared this view, noting that "the narrative on the consumer being resilient is a nuanced narrative… because they're not all the same."

He said some parts of Coca-Cola's customer base face financial pressure, particularly those earning between $50,000 to $60,000 per year. "We have segments… that are under pressure, and we have a choice to stay relevant with them or not," Murphy said.

"The math is pretty obvious. It doesn't work… they just don't have the purchasing power," he added.

The company's shares were trading roughly 1.5% higher in pre-market Thursday.