Iconic basketball player Kobe Bryant amassed a career that stood out. He was the Los Angeles Lakers’ all-time leading scorer, an NBA league MVP, and a two-time Finals MVP. Yet, in 2014, the Lakers began its NBA season 0-4. That year, when asked about the Lakers’ poor starting performance, Bryant said: “Everything negative — pressure, challenges — is all an opportunity for me to rise.” Similarly, as the carbonated soft drink (CSD) market faces increased consumer demand for functional beverages, CSD production is expected to “rise” by continuing to develop new products that offer healthier ingredients, as well as new taste innovations.
Yet, as the pandemic-enforced reduction in out-of-home consumption has posed challenges for the CSD category, brands are experimenting to find the right balance between health and indulgence, experts note.