Who controls the consumer conversation? Once dominated by a few major brands and categories, the global soft drinks industry has seen a steady fragmentation in both consumer spending and consumer attention. With so much choice, however, comes growing demand for a guiding hand in beverage choices, a role more and more retailers and foodservice operators are happy to play. 

How will the US-Israel-Iran war shape business dynamics beyond the initial shocks? Visit our insights hub at euromonitor.com for free data-driven tools and resources to help you assess risks and plan for longer-term impact.