In developed markets, consumption of carbonated drinks has been virtually flat for several years. Demographics in part drive this trend, but so do changing tastes and health concerns. Young people remain the primary consumers of carbonated drinks, but they are drinking less soda than past generations did. In Europe that population segment is shrinking while in the States, the Millennial group is growing slightly, but they have less money and more choices than previous generations. Driven by health concerns and changing lifestyles and tastes, young people are turning to other soft drink options like enhanced waters and energy drinks.

Lloyd Burdett
Head of Global Clients and Strategy
The Futures Company
lloyd.burdett@thefuturescompany.com