In 2025, the Slovenian soft drinks industry was shaped by polarised consumer behaviour: while health-conscious consumers drove demand for functional and low-sugar beverages, cost-conscious shoppers increasingly favoured private label options. Premiumisation strengthened niche categories like RTD tea, RTD coffee, sports drinks, and functional bottled water. Supermarkets and hypermarkets remained central to distribution, with e-commerce expanding rapidly, offering convenience, broader product choi

Volume sales of soft drinks in Serbia achieved low positive volume growth in 2025, while value sales remain better supported by high unit prices. Overall, the landscape is being affected by economic instability following a period of high inflation in the recent review period. While inflationary pressures are starting to ease, the impact on sales of soft drinks can still be seen. Ultimately, this is manifesting in consumers focussing on essential purchases and decreasing their consumption of hot

The outlook for the soft drinks industry in Uruguay is positive, supported by a favourable macroeconomic environment following the administration of former President Lacalle Pou and the inauguration of Yamandú Orsi as President in March 2025. According to IMF estimates, Uruguay’s economy is projected to grow by 3%. After overcoming the severe impact of the Argentine economic crisis, economic activity has regained momentum, with simultaneous growth in wages and employment. A key factor supporting

Off-trade RTD volume sales of soft drinks saw healthy growth in Uzbekistan in 2025, with retail value sales also robust, reflecting a recovery from the tax-driven slowdown of 2024.

Off-trade volume sales of soft drinks maintained positive growth in New Zealand in 2025, at a slightly higher rate of growth than seen in the previous year. This performance was underpinned by easing inflationary pressures, gradual economic stabilisation, and improving consumer spending confidence. While households remained value-conscious, reduced pressure on discretionary spending supported a modest rebound in purchase frequency, particularly for everyday hydration and wellness-aligned refresh

In 2025, off-trade RTD volume sales of soft drinks in Germany registered a marginal increase, signalling an industry that remains resilient despite economic headwinds. Marginal growth reflected a balance between health-driven choices and indulgent consumption patterns. Bottled water was the strongest performer in terms of off-trade RTD volume sales, fuelled by a rising consumer focus on hydration and wellness. This trend underscored the ongoing shift toward functional and health-oriented beverag

Soft drinks is seeing rising volume sales in Taiwan, with the ongoing health and wellness trend exerting an increasingly strong influence on consumer demand. Local consumers are increasingly looking not only to reduced sugar variants, but also to products that are seen as providing positive health benefits. At the same time, there is a growing consumer interest in novel flavours, often influenced by broader local taste preferences, which is influencing innovation in soft drinks.

Global soft drinks are undergoing a structural shift, as regional growth patterns diverge, consumer expectations evolve and functionality rises in importance. Markets are seeing affordability pressures balanced by demand for healthier, added-benefit options, while global producers face intensifying competition from both premium innovators and value-driven local players. Channels and formats are adapting, as consumers seek convenience, credibility and better health outcomes.

This report bring together results from Euromonitor’s Voice of the Industry Survey, fielded in March and October 2025, which tracks sales performance and expectation, innovation initiatives, digital trends and technology investment. It highlights insights from industry professionals to understand short- and long-term business priorities and growth strategies.

In the Philippines, off-trade soft drinks volume sales rose in 2025, supported by stronger marketing, improved distribution and stabilising prices despite ongoing inflationary pressure. Carbonates remained the largest category by volume, with cola variants sustaining their lead in value terms, while bottled water continued to benefit from its role as a daily essential. Affordability considerations are shaping strategy, prompting pack-size adjustments and sharp price points, alongside high-visibi

Soft drinks in Romania experienced a mixed performance in 2025 as inflationary pressure, VAT increases and broader austerity measures continued to impact household budgets. Despite this challenging economic backdrop, off-trade volume sales edged upwards overall, supported by comparatively resilient categories such as bottled water, juice and sports drinks. Carbonates, by contrast, declined as consumers increasingly reduced discretionary purchases and prioritised beverages perceived as natural, f

Soft drinks recorded a flat performance in volume terms during 2025. Weaker demand in the on-trade was offset by a stronger performance in the retail channel. Health and wellness trends continue to shape purchasing behaviour, although taste remains key in some categories. Many consumers chose to reduce the quantity of soft drinks in favour of a quality offering with functional benefits, contributing to retail value growth.

Soft drinks volume sales are rising in Poland, but the character of consumption continues to evolve, affected by rising consumer health consciousness and the growing demand for convenience in the midst of hectic modern lifestyles. Changes in legislation are also having an ongoing impact on the development of the market, including the sugar tax and the ban on the sale of energy drinks to minors.

Volume sales increase in 2025, though consumers remain price sensitive. Both carbonates and bottled water continues to lead in terms of volume sales, though RTD tea registers the highest volume growth. Energy drinks also perform strongly, despite introduction of ban of selling energy drinks to under 21-year-olds.

Soft drinks remain deeply embedded in Georgian consumption habits, while increasingly busy lifestyles, tourism, and a growing interest in healthier options are reinforcing demand. However, consumers remain strongly price sensitive, prompting widespread promotions and demand for affordable products. Innovation focuses on packaging and flavour extensions rather than radical reformulation. The expansion of modern bricks-and-mortar retail, the rise of convenience-led purchasing, and the growing adop

Off-trade volume sales of soft drinks declined in 2025 as the category faced a particularly challenging year shaped by unfavourable weather, rising price sensitivity and the introduction of the new sugar tax. This legislative change applied uniformly to all sweetened soft drinks, including reduced sugar variants and those using alternative sweeteners, eliminating many of the incentives consumers might otherwise have had to shift towards healthier formulations. As a result, purchasing decisions w

Retail volume sales of soft drinks continue to perform well in the Dominican Republic in 2025. The country’s favourable economic climate has positioned it as one of the strongest economies in the region. According to World Bank projections, economic growth was expected to reach around 4% in 2025, with steady expansion anticipated in the years ahead. Rising per capita income, up 750% over the past three decades, according to the Central Bank of the Dominican Republic, has supported shifts in cons

Sales of soft drinks saw steady growth in off-trade volume terms in 2025, with sales buoyed by more stable prices and a slight improvement in the economic outlook. Consumers increasingly looked for healthier and more natural soft drinks, while functional products such as RTD coffee and energy drinks found favour among younger consumers pursuing busy and active lifestyles. Coca-Cola retained a stronghold in the market with it continuing to invest in new product development and marketing.

Volume sales of soft drinks are rising in Portugal despite continued price increases in the context of already stretched consumer purchasing power. Key drivers of growth include a growing focus on health and wellness and demand for convenient hydration and energy boosts in the midst of hectic modern lifestyles. Innovation is also supporting growth, tapping into the growing demand for novel taste experiences, especially amongst younger consumers.

Demand for soft drinks in Guatemala is driven by affordability, impulse purchases, and the need to stay hydrated in a hot climate. Carbonates continue to be widely consumed and culturally familiar, while bottled water is essential due to limited public water quality. Health and wellness trends are shaping preferences, with functional sports drinks, RTD tea, and energy drinks gaining traction. At the same time, younger consumers are increasingly seek experiential flavours, herbal benefits, and di

Soft drinks in Nigeria recorded improved volume growth in 2025 as inflationary pressure eased and average unit prices rose at a significantly slower rate than in 2024. A more stable exchange rate helped moderate raw material cost escalation, supporting stronger supply continuity and enabling manufacturers to avoid the extreme price jumps seen the previous year. Despite this relative easing, purchasing power remained severely constrained for most households, and affordability continued to shape c

Retail volume sales of soft drinks registered further healthy growth in Kenya in 2025. Despite persistently high inflation and strong price sensitivity among consumers, demand across soft drinks categories remained resilient. This was driven largely by a heightened emphasis on health and wellness, with more consumers gravitating toward natural, low-sugar, and functional beverages. Additional growth contributors included the convenience needs of urban lifestyles and expanding e-commerce, rising d

Off-trade RTD volume sales of soft drinks in Pakistan are set to grow in 2025, supported by easing inflation, exchange rate stability, and rising urbanisation. A large, youthful population is driving on-the-go consumption and experimentation beyond carbonates into energy drinks, RTD tea, sports drinks, and flavoured water. Health and wellness trends are boosting demand for low-sugar and functional options, while expanding modern brick-and-mortar retail, e-commerce, and quick-commerce channels ar

Muted volume growth, with significant drop in tourist numbers having an impact. Consumers are increasingly health conscious and look for functional benefits, as well as lower sugar content. The outlook is positive over the forecast period, supported by a growing economy, but there are headwinds.