New Market Study Published: Imagine the Post-Carbonates World: Soft Drinks and the Health Question - the Winners and Losers
65% of the anticipated US$100 bn growth in soft drinks over 2012-2018 is set to come from categories perceived as natural: bottled water, RTD tea and juice. All the same, demand for functionality is accelerating, with energy drinks taking share from carbonates. Emerging markets, generating 95% of growth, have been the global bright spot. As soft drinks consumption in developed markets reaches a plateau and carbonates face a decline, will we enter what one might call the post-carbonates world?
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