Globally the soft drink category is forecasted to grow by 2.3% over the next five years. In contrast, the Middle East and Africa region will account for 10% of the total global retail value by 2022, growing at 5% over the same period.
While sales of carbonates decline, new sectors are growing at a faster pace such as:
- Iced teas
- Sports drinks
- Reduced sugar
- Functional juices
- ‘Superfruit’ juices
- Premium & flavoured waters
Companies are accelerating their diversification not only in categories, but geography, and the MENA region is high up on the agenda.