Volume growth continued in 2009

摘要

In terms of category consumption, the improved performance in dilutables has been one of the main visible shifts in trends. Otherwise the main trends underpinning the direction of the market have remained pretty much intact; growth rates have just been reduced, while in the case of juice the decline has quickened marginally. The small sports drinks category is the exception to the rule and has seen decline slow. In general, opportunities at the top end of the market have been reduced, while interest in the lower end of the market has broadened. For many industries 2009 will be a year that they will want to put behind them; the soft drinks community will be satisfied that, in spite of the trading environment, the sector has still managed to expand. The waters in 2009 were always going to be choppy but there is an old saying that smooth seas do not make skillful sailors.