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One of the largest trends in the beverage market in Southeast Asia is hydration. This has been apparent since 2016, when sales of products like bottled water and coconut water grew strongly across the region. Consumers are becoming more conscious about their health, and as a result, seek either water or water-like options. In Southeast Asian markets, soft drinks players are tapping into this trend by launching products such as sports drinks and functional bottled water. Some countries, such as Thailand, have implemented sugar taxes, therefore driving consumers towards beverages that have less sugar.