Product Categories
The two main product categories are stills and carbonates. The key sub-categories within stills and carbonates are shown below.
Whilst the soft drinks category as a whole has been growing over the last 10 years, stills growth has exceeded the growth in carbonates during that period.
Within both stills and carbonates, the "better for you" and "added value" trends have led to long-term growth in certain sub-categories (for example, functional and water) well ahead of the category as a whole over the eleven year period.
As a result, we believe that in order to take advantage of future growth opportunities suppliers must have the capability to monitor, understand and predict consumer behavior and be able rapidly to develop products, packaging and promotional activity to reflect developing trends.
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