Study reveals a diverse world beverage market
A new study by Euromonitor on global drinking habits highlights the increasingly heterogeneous nature of the global beverage market. It notes that traditional perceptions of how the world drinks have been challenged over the past decade, and this is reflected by a new generation of dynamic niche categories like functional drinks, soy beverages and ready-to-drink tea. For example, the ready-to-drink tea category in China has outsold its hot tea rival by 1bn liters in 2009, whereas ten years ago hot tea generated more than five times the consumption of ready-to-drink tea equivalent.