The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreDec 2018
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Changing consumer health preferences, new legislative pressure and the growing share of small brands all contribute to a difficult operating environment for major beverage companies. The largest players in retail soft drinks are rethinking traditional brands, categories and even changing core business models in order to adapt to the new reality of beverages in 2018.
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Changing consumer preferences, new legislation and growing pressure from small challenger companies are all placing unprecedented pressure on major soft drinks companies to evolve their long-term strategies with regard to brand portfolios, ingredients recipes and future channels of consumption.
Many of the top companies in soft drinks are finding new ways to quickly enter and assume control of healthier, added-value beverage categories, from functional water to unsweetened tea and craft RTD coffee. There is a renewed industry focus on opportunities to grow share and drive consumption outside of traditional retail channels, particularly in foodservice.
Pressure from small brands (throughout the price spectrum) and growing mistrust of major food and beverage producers on the part of consumers are both contributing to a new approach to beverage innovation from MNCs, with a focus on small, scalable acquisitions/investments in unfamiliar category spaces, and the incubation of ‘internal startups’ via acceleration funding.
2018 has been a year of major investment and consolidation within the soft drinks industry, with Coca-Cola acquiring a major chain of coffee shops, PepsiCo acquiring the SodaStream countertop appliance, and Keurig Dr Pepper creating the first union of a top five retail beverage producer with a single-serve coffee pod business. Nestlé assumes control of Starbucks retail hot drinks business, while Danone increases share in added-value hydration drinks.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.