Soft drinks continues to rebuild in the face of ongoing wartime realities in Ukraine, although total volume sales remain significantly below pre-war levels. Whilst hindered by inflationary pressures and price sensitivity, consumers are reliant on soft drinks as an affordable indulgence, to either manage stress, support energy levels, or enjoy as a regular treat. Necessity has been a key driver in bottled water, with sales surging to compensate for water supply disruptions caused by air attacks a

Soft drinks in Colombia faced a challenging operating environment in 2025 as macroeconomic volatility, climate variability, and legislative pressures shaped consumption patterns. While the economy is projected to grow by 2.6%, consumption behaviour remained cautious due to persistently high inflation near 5%, rising prices of perishable goods, and ongoing concerns over fiscal sustainability. Household expenditure strengthened compared to the previous year, supported by improvements in the labour

Flat growth in off-trade RTD volume sales is projected for soft drinks in the US over 2025, although there remain opportunities in the industry as consumer behaviour shifts. Even as headline inflation cooled and the industry pulled back from the steep price hikes of late 2023, consumers continued to buy cautiously, hindering retail volume sales momentum. Meanwhile, a lack of deflation coupled with wellness-aligned premiumisation informed a positive performance in retail value sales growth. This

Soft drinks is seeing rising volume sales in Greece, with consumption patterns increasingly being shaped by the search for affordability in a difficult economic climate and increasing interest in health and nutrition. The rise in consumer health consciousness is driving a shift towards reduced sugar options across most categories, while also encouraging shifts between categories, as with the move from carbonates to flavoured bottled water.

Soft drinks in Hungary entered 2025 with renewed stability following two challenging years marked by steep inflation, taxation changes, and the introduction of the Deposit Return System. These disruptions had weighed heavily on consumer purchasing power and reshaped pricing across the industry. However, as inflation slowed and manufacturers adapted to the new regulatory and cost environment, consumer confidence gradually improved. A notably hot summer further stimulated demand across hydration a

Off-trade volume sales of soft drinks rose in Turkey in 2025, driven by strong growth in bottled water, RTD tea, and RTD coffee, which offset a slower performance in traditional carbonates. Rising unit prices, caused by the devaluation of the Turkish Lira and higher production costs, led consumers to seek more affordable alternatives, boosting small local brands and private label. Health and wellness trends further shaped the category, with increased demand for naturally healthy, fortified, redu

Off-trade volume sales of soft drinks saw modest growth in 2025, with value sales rising due to price increases. Reduced sugar carbonates, bottled water, and energy drinks saw growth, while juice, RTD tea, and sports drinks declined. Demand for reduced sugar products surged despite the postponement of the sugar tax. Growth is expected moving forward, with functionality and wellness key trends, with innovation in functional water and protein-enriched drinks. San Benedetto led in volume terms in 2

Soft drinks in Egypt showed a notable recovery in volume sales over 2025, despite the persistent threat of inflation and upward pressure on prices. Consumption is being driven by the strong popularity of carbonates and dynamic progress in energy drinks. Locally produced brands are stimulating interest and driving volume sales with affordable lines, whilst creating a more challenging competitive landscape for traditional brands.

Off-trade volume sales of soft drinks in the Czech Republic remained broadly stable in 2025, supported by the gradual improvement in household purchasing power after two years of heavy inflationary pressure. While retail value sales increased, this was driven primarily by higher average prices and selective premiumisation rather than outright volume gains. Category performance was uneven. Carbonates continued to decline due to a colder summer and ongoing concerns around sugar intake, although pr

Soft drinks sales are rising in Mexico despite significant economic challenges and occasionally unfavourable weather conditions. Health and wellness continues to exert a growing influence on demand, reshaping consumption patterns. Consumers are increasingly moving away from high-sugar options and demanding more functional value from their soft drinks. Such moves are being supported by the evolving regulatory and fiscal landscape, with the government targeting areas such as sugary beverages in it

Soft drinks in Spain is seeing rising retail volume sales in 2025, driven by a mix of heightened health awareness, strong demand for reduced sugar and functional beverages, and consumers’ ongoing focus on affordability. Retail fragmentation is accelerating, with supermarkets, discounters, vending and e-commerce each influencing how brands position pricing, pack sizes and innovation. Private label is gaining substantial ground across key categories such as bottled water and juice, while major bra

Soft drinks in South Africa is recording moderate off-trade volume growth in 2025, supported by production investments, expanding distribution and rising demand for affordable options. Consumer behaviour is increasingly defined by price sensitivity, with many households trading down to private label and value-tier brands, particularly in carbonates and concentrates. At the same time, functional beverages - especially energy drinks with wellness-linked claims - are gaining traction, supported by

Off-trade volume sales of soft drinks have declined in 2025 with economic pressures and rising prices forcing consumers to economise. As prices have risen some consumers have switched to cheaper brands or have down traded to private label, especially in categories where there is perceived to be little difference in quality. Despite economic pressures, healthier soft drinks products continue to find an audience with consumers willing to pay more for added functionality.

In 2025, soft drinks in Ireland continued to record overall growth in volume, although performance varied significantly across categories. Bottled water remained supported by health concerns and the ongoing decline of traditional carbonated soft drinks. Sports drinks saw the fastest volume rise, benefiting from a growing fitness culture and the popularity of functional products offering energy, recovery or performance support. RTD coffee was another standout in 2025, with consumers increasingly

In 2025, soft drinks in Morocco experienced volume growth due to several factors, including easing inflation, improved macroeconomic conditions, and spikes in on-trade consumption driven by events. Households showed a preference for smaller pack sizes and affordable options, while health-conscious trends boosted the demand for low and zero-sugar beverages, functional drinks, and bottled water. The on-trade benefited from the growth in tourism and major events, which encouraged premium products a

Soft drinks in China maintained a steady growth trajectory in 2025. Over the past year, retail prices of soft drinks have seen a moderate increase, with value growth outpacing volume growth across most categories. A key driver shaping the market is the rising health consciousness among Chinese consumers, particularly regarding sugar content. To this end, low-sugar and sugar-free formulations have become significant factors influencing purchasing decisions.

Sales of soft drinks have seen moderate but steady growth in retail value and volume terms in 2025. Ongoing price rises have pushed players to find new ways to add value and to present more affordable soft drinks to the end consumer. New product development and innovation has been a key focus, with new government regulation adding further incentive to reformulate unhealthy products and to introduce new healthier ones.

In 2025, soft drinks in Thailand experienced moderate growth, successfully navigating economic challenges by redefining consumer value. Affordability was crucial, driving demand for budget-friendly options and smaller pack sizes. Simultaneously, wellness and functional beverages, boasting added health benefits, emerged as key growth drivers. Innovation became agile, culturally relevant, and emotionally resonant, leveraging social media and lifestyle storytelling. Distribution evolved, with e-com

Soft drinks consumption in Hong Kong is being heavily influenced by the rise in consumer health consciousness. This trend is supporting rising interest in certain categories, such as sports drinks and RTD tea, while also driving developments within categories, with a growing focus on reduced sugar options and products offering functional benefits. Aside from the health and wellness trend, convenience is a key factor in purchasing decisions, with Hong Kong’s hectic urban lifestyle generating stro

Soft drinks in the UAE continues to post rising retail volumes, supported by high purchasing power, a multicultural consumer base and demand that spans both indulgence and health-focused products. Health claims increasingly shape purchasing decisions, although limited consumer understanding gives marketing an outsized role in defining what is perceived as healthy. Sustainability efforts, led primarily by government initiatives, are prompting shifts in packaging and accelerating the adoption of s

Soft drinks in Belgium registered a positive performance across all metrics in 2025, largely as a result of warm sunny weather throughout the year. This bucks the negative trend seen in the industry from rising health consciousness, which is leading local consumers to be mindful of their intake of sugary, carbonated, and sometimes additive-laden soft drinks.

Demand for soft drinks in Azerbaijan is being impacted by moderate price increases (which maintain affordability), lifestyle trends and consumers’ increasing openness to new flavours. Carbonates, the largest category, remains robust due to the enduring appeal of the heritage brands, while experimentation is boosting smaller categories, including RTD tea and energy drinks. One notable characteristic of the market is that demand for sugar-free and reduced-sugar drinks remains limited, despite glob

The rollout of Austria’s new bottle deposit regulation has had a mixed impact on sales of soft drinks, although it has proven detrimental to overall sales in off-trade volume terms. To avoid the inconvenience of returning bottle to a store some consumers have been avoiding impacted categories, although this has benefited others such as concentrates. In the long-term, the focus is on offering healthier and more sustainable soft drinks, although this could see some sales lost to tap water.

While economic uncertainty and rising prices are inevitably making Dutch consumers more focused in their purchasing decisions, soft drinks is expected to see an improved performance in the Netherlands in 2025. A key factor in the upturn in the market’s fortunes will be the growing willingness to pay for products that are aligned with consumers’ rising interest in health and wellness. Reduced sugar variants are outperforming regular products across several categories, while many areas of soft dri