Soft Drinks in 2016: Water, Water Everywhere


Whilst much of the expansion in bottled water volumes is driven by low-priced, low-margin bulk water purchases in emerging markets and budget private label purchases in many developed markets, the impact on consumer behaviour–and tastes–is real, and lasting. Intriguingly, the continued shift to bottled water could create real opportunity for innovation on the high end, as more consumers combine low-priced bottled water for everyday occasions with a range of indulgent, affordable luxuries.