Increased health concerns and decreased consumption of alcoholic beverages are contributing to the growth of soft drinks sales. Within the soft drinks sector itself there are significant shifts taking place, particularly a movement in consumer preference from carbonated, sugary drinks to fruit juices and bottled water.
The growing health trend continues to drive innovation and determine the direction of this sector and growth of the juices market continues at a steady rate in developed countries, where consumer demand for natural and exotic ingredients in addition to health-related policy and regulatory changes create the need for a response from manufacturers in terms of product development and positioning. The “not from concentrate” category offers significant growth opportunities.
In spite of growing competition and the shifting environment, many companies continue to see volume growth due to strategic efforts in production, packaging, and distribution.
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