Executive Summary 2
Soft Drinks: The future lies beyond sugar 2
Enhanced water: Significant opportunities are arising 2
Hot Drinks: Segment is driven by convenience & quality 2
Drinks Packaging: Making it more environmentally responsible 3
Soft Drinks: The future lies beyond sugar 7
Sugar increasingly perceived as a potential cause of obesity 7
Carbonated soft drinks are experiencing declining volumes 7
Several governments have introduced sugar taxes 7
Sugar free or low-calorie drinks offer an alternative 8
Coca-Cola grows both Zero Sugar and Diet Coke ranges 8
Low sugar alternatives don't always guarantee success 9
Drinks perceived healthier have thrived 10
Concerns about sugar leading to boosting vegetable juices 10
Companies have faced lawsuits for false marketing 10
Premiumization becoming more popular 10
Success of Fever Tree commensurate with gin's popularity in the UK 11
Growing vegan movements could hamper dairy soft drinks 11
Enhanced water: Significant opportunities are arising in the segment 13
Enhanced water segment covers a variety of products 13
Bottled water is outselling all other segments in the soft drinks industry 14
Enhanced water is a relatively new trend but is appealing for many 15
The sugar tax and health trend are hitting some beverage companies hard 15
Lucozade rebrands and releases FitWater, an enhanced water product 16
Opportunities within the cannabis industry may be developing for enhanced water companies 17
Some big players are setting up for CBD enhanced water products 18
Some questions remain over just how valid industry claims are 18
Hot Drinks: Segment driven by convenience & quality 20
People are still working long hours, driving convenience trend 20
Convenience is a key trend driving retail 21
US instant products increasing 21
Japan's coffee market dominated by RTD 22
Coffee pods growing in popularity 22
Coffee pods also coming to food service 22
Taste and quality are also driving market purchases 22
Experience products are becoming more popular 23
Premium segmentation in instant products expanding 23
Functional hot drinks gaining popularity 24
Demand for functional coffee marred by purity concerns 24
Coldbrew coffee is gaining traction 24
UK regulation may force manufacturers to adapt 25
Sustainability must be protected rather than sacrificed 25
Coffee pods potential growth hampered by wasteful byproduct 26
Coca Cola moves into coffee with acquisition of Costa Coffee 26
Drinks Packaging: Making it more environmentally responsible 27
Plastic bottle use in the beverage industry is a major environmental problem 27
Europe shuns single-use packs in favor of sustainable solutions 28
Soft drinks manufacturers will be battling against human nature 28
The three main packaging varieties all have positive and negative attributes for reuse 29
Glass versus cans, perhaps neither is a good solution to replace plastic 29
Clever can toppers help solve hygiene concerns in the can industry, but not environmental ones 30
More unusual and exotic solutions are being developed by start-ups 31
Refillable containers are being explored, in combination with drinks machines 32
Pepsi Co purchases Soda Stream to improve health and environmental product line 33
Key Findings 34
Appendix 35
Further Reading 35
Sources 35
Ask the analyst 36
About MarketLine 36
Disclaimer 36

List of Figures
Figure 1: Changes in % adult obesity prevalence between 1975 and 2015, selected countries 8
Figure 2: Pepsi True and Coca-Cola Life, the two stevia products 9
Figure 3: Fever-Tree promotional material 11
Figure 4: Global enhanced water market 2008-2021 million liters 13
Figure 5: Top selling global soft drink varieties by volume 2010-2020 liters M 14
Figure 6: Lucozade's 2017 UK product range 15
Figure 7: California's Kind Water, CBD bottled water product 17
Figure 8: Europe's Love Hemp Water, CBD bottled water product 18
Figure 9: Hours worked 2007-2017, selected countries and OECD total 20
Figure 10: Global Hot Drinks Industry value and growth rate, $m, 2012-2021 21
Figure 11: UK brand Teapigs has a variety of unique and novel products 23
Figure 12: Millennial Flavored Coffee Consumer Survey, FFS Coffee Group 25
Figure 13: Most common drinks packaging worldwide by units 2006-2022 27
Figure 14: Highland Spring's 100% recycled PET plastic bottle 28
Figure 15: Smarter seal can topper 30
Figure 16: Ooho seaweed based edible liquid container 31
Figure 17: Coca-Cola Free Style Machines 32
Figure 18: Soda Stream's key message 33