Consolidation continued in the beer category. The rate of consumption slowed in developed markets and drinking preferences evolved, with consumers more interested in distinctive flavors and experiences rather than volume.
The brewers invested in fast growing markets to build volume and realize the potential, especially in China, which is a large and fragmented market with relatively low per person rate of consumption.
Changing consumer attitudes about health impacted both the fast food and soft drinks categories. The fast food brands that appreciated most in brand value had a clear brand proposition that addressed the issue of health and also offered an ambiance that was more comfortable than a traditional take out location.
In soft drinks, people consumed less CSDs (Carbonated Soft Drinks), an ongoing trend that especially impacts the leading cola brands. The brand leaders expanded their brand portfolios to include other beverage options, such as flavored waters or juices, but even these drinks weren’t immune to health scrutiny. Drinks that offered a jolt of energy or some other functional benefit continued to do well.