With 2007 global value growth of 7%, health & wellness soft drinks are an increasingly important market segment within the global beverages market, accounting for 46% of total soft drinks market value in 2007. Euromonitor International has noted the rapid rise of fortified/functional soft drinks, which include products that have been 'enhanced' with such ingredients as vitamins, minerals, other dietary supplements, fibre and added probiotics. This segment saw value growth of a phenomenal 10% in 2007 and already has a high penetration in many developed and developing markets. This article will explore what is driving the growth? Where is it taking place? What impact it is having on the global soft drinks market and, importantly, where the industry is heading? These products are often expensive, retailing at prices 20%-50% above standard soft drink offerings and as such the presence of these drinks is much greater in high value markets such as North America, Western Europe and Japan. However, the continued emergence of richer consumers in developing regions is also driving strong growth rates in Africa and Middle East and Latin America. Growth is being seen across a wide range of soft drinks categories but the key drivers of value growth are within bottled water, energy drinks, fruit / vegetable juice and sports drinks.
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