New product activity in soft drinks appears to be accelerating strongly again, with rising levels of global launch activity recorded by Innova Market Insights (www.innovadatabase.com) over the past two years, following more restrained rises in the three years previous to that. Fruit juices and drinks dominated launch activity with over 43% of the total, reflecting the extremely diverse range of products included in the category. Carbonates took second place with 14%, just ahead of concentrates and mixes, then iced tea and coffee drinks, sports and energy drinks, plain and flavored water and sports and energy drinks.
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