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Non Alcoholic Beverages Market

ID: MRFR/FnB/2277-HCR
128 Pages
Snehal Singh
Last Updated: May 02, 2026

Non-Alcoholic Beverages Market Size, Share, Industry Trend & Analysis Research Report By Product Type (Carbonated Beverages, Juices, Functional Drinks, Dairy-based Drinks, Water), By Distribution Channel (Supermarkets, Convenience Stores, Online Retail, Specialty Stores, Food Service), By Consumer Type (Adults, Children, Teenagers, Health-conscious Consumers, Athletes), By Packaging Type (Bottles, Cans, Pouches, Tetra Packs) and By Regional (North America, Europe, South America, Asia Pacific, Middle East and Africa) - Forecast to 2035

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Summary Table of Contents Segmentation Methodology Download PDF

Non Alcoholic Beverages Market Summary

As per Market Research Future analysis, the Non-Alcoholic Beverages Market Size was estimated at 1379.76 USD Billion in 2024. The Non-Alcoholic Beverages industry is projected to grow from 1,455.7 USD Billion in 2025 to 2,488.0 USD Billion by 2035, exhibiting a compound annual growth rate (CAGR) of 5.51% during the forecast period 2025 - 2035, strengthening the Non-alcoholic Beverage Industry market share globally. Asia-Pacific holds the largest share of the global Non-Alcoholic Beverages Market at approximately 35%, driven by a large and growing population, rising health consciousness, and increasing adoption of packaged beverages. China is the dominant country within Asia-Pacific in the Non-Alcoholic Beverages Market, capturing approximately 14% of the global market share in 2025 (valued at approximately USD 151.4 Billion), driven by rapid urbanization, growing middle class, rising disposable incomes, and expanding demand for packaged and functional beverages. Carbonated Soft Drinks (CSD) dominates the global Non-Alcoholic Beverages Market as the largest product type segment, accounting for approximately 30% of global market share in 2025, supported by widespread consumer preference, strong brand loyalty, extensive distribution networks, and continuous product innovation.

Key Market Trends & Highlights

The Non-Alcoholic Beverages Market is experiencing a dynamic shift towards health-conscious and sustainable options.

  • The market is increasingly driven by a focus on health and wellness, with consumers seeking beverages that offer functional benefits.
  • Sustainability and ethical sourcing are becoming paramount, influencing product development and consumer choices in North America and Asia-Pacific.
  • Innovation in product offerings, particularly in the carbonated beverages segment, is essential to capture the evolving tastes of consumers.
  • Health consciousness and convenience are major drivers, as seen in the growth of functional drinks and the rise of online retail channels.

Market Size & Forecast

2024 Market Size 1379.76 (USD Billion)
2035 Market Size 1699.38 (USD Billion)
CAGR (2025 - 2035) 5.51%

Major Players

Coca-Cola (US), PepsiCo (US), Nestle (CH), Dr Pepper Snapple Group (US), Monster Beverage Corporation (US), Red Bull GmbH (AT), Unilever (GB), Kraft Heinz (US), Danone (FR)

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Non Alcoholic Beverages Market Trends

The Non-Alcoholic Beverages Market is currently experiencing a dynamic evolution, driven by shifting consumer preferences and an increasing focus on health and wellness, shaping long-term non-alcoholic rtd beverages market trends. As individuals become more health-conscious, there is a noticeable shift towards beverages that offer functional benefits, such as enhanced hydration, vitamins, and minerals. This trend is further supported by a growing demand for natural ingredients, as consumers seek products that align with their lifestyle choices. Additionally, the rise of plant-based and organic options is reshaping the landscape, appealing to a broader audience that values sustainability and ethical sourcing.

Moreover, the Non-Alcoholic Beverages Market is witnessing innovation in product offerings, with brands exploring ready-to-drink formats, reinforcing growth in the non alcoholic rtd beverages market. The emergence of ready-to-drink options and convenient packaging solutions caters to the on-the-go lifestyle prevalent among modern consumers. This adaptability indicates a market that is not only responsive to current trends but also anticipates future demands. As the market continues to evolve, it appears poised for further growth, driven by a combination of health trends, innovative products, and changing consumer behaviors.

Health and Wellness Focus

There is a growing emphasis on health and wellness within the Non-Alcoholic Beverages Market. Consumers increasingly prefer drinks that provide functional benefits, such as hydration, vitamins, and minerals, reflecting a broader trend towards healthier lifestyles.

Sustainability and Ethical Sourcing

Sustainability is becoming a key consideration for consumers in the Non-Alcoholic Beverages Market. The demand for organic and plant-based options is rising, as individuals seek products that align with their values regarding environmental impact and ethical sourcing.

Innovation in Product Offerings

Innovation plays a crucial role in the Non-Alcoholic Beverages Market, with brands introducing unique flavors and convenient formats, including developments within the non-alcoholic beverage packaging market.

Non Alcoholic Beverages Market Drivers

Health Consciousness

The increasing awareness of health and wellness among consumers appears to be a primary driver of the Non-alcoholic beverages Market. As individuals become more health-conscious, they tend to seek alternatives to sugary and alcoholic drinks. This shift is reflected in the rising demand for beverages that are low in sugar, organic, and fortified with vitamins and minerals. According to recent data, the market for health-oriented non-alcoholic beverages is projected to grow significantly, with a compound annual growth rate (CAGR) of approximately 8% over the next five years. This trend suggests that manufacturers are likely to innovate and expand their product lines to cater to this growing segment, thereby enhancing their market presence.

Diverse Flavor Profiles

The demand for diverse and unique flavor profiles is reshaping the Non-Alcoholic Beverages Market. Consumers are increasingly seeking novel taste experiences, prompting manufacturers to experiment with exotic ingredients and innovative flavor combinations. This trend is particularly evident in the rise of craft sodas, flavored waters, and herbal teas, which cater to adventurous palates. Market data indicates that beverages featuring unique flavors are gaining traction, with sales in this category expected to rise by over 10% in the coming years. This suggests that companies focusing on flavor innovation may capture a larger share of the market, appealing to consumers looking for alternatives to traditional offerings.

Sustainability Initiatives

Sustainability has emerged as a crucial factor influencing consumer choices in the Non-Alcoholic Beverages Market. As environmental concerns gain traction, consumers increasingly prefer brands that demonstrate a commitment to sustainable practices. This includes the use of eco-friendly packaging, responsible sourcing of ingredients, and transparent supply chains. Companies that adopt sustainable practices not only appeal to environmentally conscious consumers but also position themselves favorably in a competitive market. Recent statistics indicate that brands emphasizing sustainability have seen a notable increase in sales, suggesting that this trend is likely to continue shaping the industry landscape. The integration of sustainability into business models may also lead to long-term cost savings and enhanced brand loyalty.

Convenience and On-the-Go Consumption

The fast-paced lifestyle of modern consumers is driving the demand for convenience in the Non-Alcoholic Beverages Market. As individuals seek quick and easy options, ready-to-drink beverages are becoming increasingly popular. This trend is reflected in the growth of single-serve packaging and portable formats, which cater to on-the-go consumption. Recent market analysis shows that the ready-to-drink segment is expected to witness a CAGR of around 7% over the next few years. This indicates that companies focusing on convenience-oriented products may find substantial opportunities for growth, as they align with the evolving preferences of busy consumers.

Digital Marketing and E-commerce Growth

The rise of digital marketing and e-commerce platforms is transforming the Non-Alcoholic Beverages Market. As consumers increasingly turn to online shopping, brands are leveraging digital channels to reach their target audiences more effectively. This shift has led to a surge in direct-to-consumer sales, allowing companies to build stronger relationships with their customers. Data suggests that e-commerce sales in the non-alcoholic beverage sector are projected to grow by over 15% annually, indicating a significant shift in purchasing behavior. This trend suggests that businesses that invest in digital marketing strategies and enhance their online presence may gain a competitive edge in the market.

Market Segment Insights

By Type: Carbonated Beverages (Largest) vs. Functional Drinks (Fastest-Growing)

In the Non-Alcoholic Beverages Market, the distribution of market share among different types reveals carbonated beverages as the largest segment, reflecting their longstanding popularity among consumers. Juices and dairy-based drinks also hold substantial shares, but the dynamic landscape is increasingly influenced by the rise of functional drinks, which cater to health-conscious consumers. Water remains a significant staple, buoyed by the demand for hydration solutions in various forms.
Looking at growth trends, functional drinks and ready-to-drink formats are rapidly gaining traction, highlighting opportunities across the non-alcoholic rtd beverages market. Innovations in flavors and formulations, such as enhanced vitamins and herbal ingredients, are fueling this surge. Conversely, carbonated beverages, while still dominant, face challenges from changing consumer preferences, leading to an overall shift towards more functional and health-oriented drink options.

Carbonated Beverages: Dominant vs. Functional Drinks: Emerging

Carbonated beverages have long dominated the Non-Alcoholic Beverages Market, characterized by their wide appeal and diverse flavor offerings, appealing to various demographics. Brands within this segment invest heavily in marketing and flavor innovation to retain consumer interest. In contrast, functional drinks have emerged as a significant player, targeting health-conscious consumers with products that provide additional health benefits, such as energy boosts, digestive aids, and hydration solutions. As awareness of health and wellness increases, functional drinks are positioned to capture a growing segment of the market, reflecting changing consumer demands toward more purposeful choices.

By Distribution Channel: Supermarkets (Largest) vs. Online Retail (Fastest-Growing)

In the Non-Alcoholic Beverages Market, supermarkets dominate the distribution channel landscape, capturing a significant share of consumer purchases. Their widespread presence and comprehensive product range make them a primary shopping destination for non-alcoholic beverages. In contrast, online retail has gained remarkable traction, increasingly appealing to tech-savvy consumers who value convenience and accessibility. This shift is reshaping consumer behavior and patterns in the beverage purchase process.
The growth trends in this sector are underscored by the rising preference for online shopping and convenient formats, strengthening the non-alcoholic beverage industry market share across channels. Additionally, product variety and competitive pricing strategies in online retail are fuelling its expansion. Meanwhile, supermarkets continue to leverage their physical presence and promotional strategies to maintain their dominant position while gradually enhancing their capabilities in the online realm.

Supermarkets (Dominant) vs. Convenience Stores (Emerging)

Supermarkets are recognized as the dominant force within the Non-Alcoholic Beverages Market distribution channels, offering a vast array of products that cater to diverse consumer preferences. Their ability to negotiate favorable supplier terms and provide discounts enhances their attractiveness to price-sensitive consumers. On the other hand, convenience stores are emerging as an essential segment, capitalizing on the increasing trend of on-the-go consumption. Located strategically for ready access, they are well-positioned to capture impulse purchases. While convenience stores may not match supermarkets in assortment, their focus on quick service and specialized offerings allows them to carve a niche catering to busy consumers seeking immediate refreshment.

By Consumer Type: Adults (Largest) vs. Health-conscious Consumers (Fastest-Growing)

In the Non-Alcoholic Beverages Market, adults represent the largest consumer segment, driven by their diverse preferences ranging from soft drinks to premium juices. This demographic shows a strong inclination towards convenience and brand loyalty, significantly influencing market trends. Children and teenagers follow behind, collectively making up a robust market share as they are also major consumers of flavored and sugary beverages, although their segment growth is comparatively stable.

Adults: Dominant vs. Health-conscious Consumers: Emerging

Adults in the Non-Alcoholic Beverages Market dominate consumption trends with their preference for a wide variety of beverages, including sodas, juices, and flavored waters. Their purchasing power and brand loyalty play crucial roles in shaping product offerings and marketing strategies. In contrast, health-conscious consumers are emerging as a significant segment, prioritizing functional and low-calorie beverages. This group is increasingly drawn to organic and natural options, reflecting a broader shift towards healthier lifestyles. Brands are rapidly innovating to cater to this trend, offering enhanced beverages that support wellness, ultimately reshaping the market landscape.

By Packaging Type: Bottles (Largest) vs. Cans (Fastest-Growing)

In the Non-Alcoholic Beverages Market, packaging types are crucial in shaping consumer preferences and distribution efficiency. Bottles hold the largest market share, leveraging their versatility and appeal in various beverage categories, especially in premium segments. Cans, while smaller in share compared to bottles, are rapidly gaining traction due to their convenience and eco-friendly recycling capabilities. The growth trends in this segment are driven by changing consumer habits, with a noticeable shift towards on-the-go options, increasing the popularity of cans. Additionally, the environmental concerns surrounding plastic waste are propelling manufacturers to innovate with sustainable materials, enhancing the attractiveness of cans. This evolution highlights a dynamic competitive landscape as brands seek to balance consumer preferences with sustainability initiatives.

Bottles (Dominant) vs. Pouches (Emerging)

Bottles are currently the dominant packaging type in the Non-Alcoholic Beverages Market, celebrated for their ability to maintain product integrity and facilitate branding through distinctive shapes and labels. They are particularly favored in categories like juices and smoothies, where visual appeal is paramount. On the other hand, pouches are an emerging trend, especially in the children’s beverage segment, where portability and ease of use are essential. Pouches offer a lightweight and space-efficient alternative, capturing the attention of manufacturers aiming to target younger audiences. The increasing focus on convenience and reduced environmental impact is prompting brands to explore pouches as a viable option, indicating strong potential for growth in this category.

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Regional Insights

The Non-Alcoholic Beverages Market showcases a diverse range of regional dynamics, with North America holding a dominant position, reinforcing the US non-alcoholic beverage market. In 2024, North America, supporting the market share non-alcoholic beverage industry is valued at 350.0 USD billion, making it a dominant player due to its advanced retail infrastructure and high consumer demand for health-oriented beverages.

Europe follows closely, with strong demand from countries such as the United Kingdom, supporting the united kingdom non-alcoholic beverages market.

Meanwhile, Asia Pacific is witnessing rapid growth propelled by changing lifestyle trends and an expanding middle class, including rising demand in the non-alcoholic beverages market in India. 

South America, with a market value of 100.0 USD billion, is significant for its unique flavors and local beverages, while the Middle East and Africa, valued at 72.89 USD billion, are experiencing growth due to increasing urbanization and rising disposable incomes.

Each region presents distinct opportunities, from the health-conscious consumers in North America to the emerging markets in Asia Pacific, emphasizing the diverse landscape within the Non-Alcoholic Beverages Market revenue.

With rising awareness about health and wellness globally, coupled with innovative product offerings, the market is poised for steady growth in various segments.

Non Alcoholic Beverages Market Regional Image

Key Players and Competitive Insights

This sector encompasses a wide range of products, all competing for non-alcoholic beverage market share in an increasingly competitive global environment. Major players continue to invest in innovation and distribution to strengthen their non-alcoholic beverage industry market share. This sector encompasses a wide range of products, including soft drinks, bottled waters, juices, teas, and energy drinks, all competing for market share. Growing health awareness and shifts towards healthier beverage options are reshaping the landscape, prompting companies to innovate and diversify their offerings.The market is influenced by numerous factors, including shifting demographics, changing lifestyles, and increasing demand for convenient and on-the-go options. As the competition heats up, brand loyalty and effective marketing strategies become pivotal for companies striving to maintain or grow their presence in this global marketplace.

Britvic has established itself as a key player within the Non-Alcoholic Beverages Market by focusing on innovation, sustainability, and premiumization strategies.The company is particularly recognized for its wide array of products that cater to health-conscious consumers, including low-sugar and no-sugar beverages.Britvic's ability to adapt to changing market trends and consumer preferences serves as one of its notable strengths, along with a strong emphasis on marketing and promotional strategies that resonate with target demographics.The company effectively utilizes consumer insights to enhance product development, ensuring that its offerings remain relevant in a competitive landscape. Additionally, Britvic's commitment to sustainability and environmental responsibility bolsters its brand reputation and appeal in a market increasingly driven by eco-conscious choices.

PepsiCo stands out in the Non-Alcoholic Beverages Market with its expansive portfolio of well-known brands and innovative product offerings.The company is renowned for key products such as carbonated soft drinks, juices, bottled water, and energy beverages, which cater to diverse consumer preferences across various demographics.PepsiCo's strengths lie in its extensive distribution network and strong global presence, enabling it to reach consumers worldwide effectively.The company's commitment to innovation is reflected in its continuous investment in research and development, resulting in the introduction of new flavors and health-focused beverage options.Furthermore, PepsiCo has made significant strides in strategic mergers and acquisitions, enhancing its market position and expanding its product range.This adaptability and forward-thinking approach have solidified PepsiCo's status as a leader in the global non-alcoholic beverage segment, allowing it to respond robustly to market changes and consumer demands.

Key Companies in the Non Alcoholic Beverages Market include

Industry Developments

The continued rise in functional and ready-to-drink beverages highlights strategic expansion across the non-alcoholic rtd beverages market globally. There have been big changes in the Non-Alcoholic Beverages Market lately, especially among major players like PepsiCo, Coca-Cola, and Unilever. PepsiCo said in September 2023 that it had bought a startup that makes health-focused drinks.

This added to the company's wellness product line. At the same time, Coca-Cola kept up its plan to offer more drinks with little or no sugar, like new flavors of Coke Zero Sugar and Vitaminwater. This is because more and more people are looking for healthier options.

In August 2023, Unilever teamed up with a plant-based drink company to offer more non-alcoholic drinks in Europe.

As part of their larger ESG efforts, Nestlé and Kraft Heinz also said that more people were paying attention to sustainable packaging and new organic products through the end of 2023. In the last two years, the market has seen a huge increase in demand for functional drinks like kombucha, probiotic drinks, and ready-to-drink wellness teas.

Brands like KeVita (a PepsiCo brand) and Vitaminwater (a Coca-Cola brand) have come up with new products that focus on immunity, hydration, and energy. These products have become popular in small groups of health-conscious people.

These changes show that the industry is clearly moving toward health, sustainability, and new products. To stay competitive in a constantly changing global market, companies are putting a lot of money into research and development and adapting their supply chains.

Future Outlook

Non Alcoholic Beverages Market Future Outlook

The Non-Alcoholic Beverages Market is projected to grow at a 5.51% CAGR from 2025 to 2035, driven by health trends, innovation, and sustainability initiatives, contributing to rising non-alcoholic beverage market share worldwide.

New opportunities lie in:

  • Expansion of plant-based beverage lines Development of personalized nutrition drinks Investment in eco-friendly packaging solutions

By 2035, the market is expected to be robust, reflecting evolving consumer preferences and sustainable practices.

Market Segmentation

Non Alcoholic Beverages Market Type Outlook

  • Carbonated Beverages
  • Juices
  • Functional Drinks
  • Dairy-based Drinks
  • Water

Non Alcoholic Beverages Market Consumer Type Outlook

  • Adults
  • Children
  • Teenagers
  • Health-conscious Consumers
  • Athletes

Non Alcoholic Beverages Market Packaging Type Outlook

  • Bottles
  • Cans
  • Pouches
  • Tetra Packs

Non Alcoholic Beverages Market Distribution Channel Outlook

  • Supermarkets
  • Convenience Stores
  • Online Retail
  • Specialty Stores
  • Food Service

Report Scope

MARKET SIZE 2024 1379.76(USD Billion)
MARKET SIZE 2025 1,455.7(USD Billion)
MARKET SIZE 2035 2,488.0(USD Billion)
COMPOUND ANNUAL GROWTH RATE (CAGR)  5.51% (2025 - 2035)
REPORT COVERAGE Revenue Forecast, Competitive Landscape, Growth Factors, and Trends
BASE YEAR 2024
Market Forecast Period 2025 - 2035
Historical Data 2019 - 2024
Market Forecast Units USD Billion
Key Companies Profiled Coca-Cola (US), PepsiCo (US), Nestle (CH), Dr Pepper Snapple Group (US), Monster Beverage Corporation (US), Red Bull GmbH (AT), Unilever (GB), Kraft Heinz (US), Danone (FR)
Segments Covered Product Type, Distribution Channel, Consumer Type, Packaging Type, Regional
Key Market Opportunities Growing demand for health-conscious, functional beverages presents opportunities in the Non-Alcoholic Beverages Market.
Key Market Dynamics Shifting consumer preferences towards healthier options drive innovation and competition in the global non-alcoholic beverage market size.
Countries Covered North America, Europe, APAC, South America, MEA

Market Highlights

FAQs

What is the current valuation of the Non-Alcoholic Beverages Market in 2025?

The Non-Alcoholic Beverages Market is valued at approximately 1081.71 USD Billion in 2024.

What is the projected market size for the Non-Alcoholic Beverages Market by 2035?

The market is expected to reach a valuation of 1699.38 USD Billion by 2035.

What is the expected CAGR for the Non-Alcoholic Beverages Market during the forecast period 2025 - 2035?

The expected CAGR for the Non-Alcoholic Beverages Market during 2025 - 2035 is 4.19%.

Which segment of the Non-Alcoholic Beverages Market had the highest valuation in 2024?

In 2024, Carbonated Beverages had the highest valuation at 300.0 USD Billion.

What are the key distribution channels for Non-Alcoholic Beverages?

Key distribution channels include Supermarkets, Convenience Stores, and Online Retail, with Supermarkets valued at 432.51 USD Billion in 2024.

Who are the leading players in the Non-Alcoholic Beverages Market?

Leading players include Coca-Cola, PepsiCo, and Nestle, among others.

What is the projected growth for the Water segment in the Non-Alcoholic Beverages Market?

The Water segment is projected to grow from 281.71 USD Billion in 2024 to 499.38 USD Billion by 2035.

How does the market for Functional Drinks compare to Juices in 2024?

In 2024, the Functional Drinks segment was valued at 150.0 USD Billion, while Juices were valued at 200.0 USD Billion.

What consumer types are driving the Non-Alcoholic Beverages Market?

Consumer types driving the market include Adults, Health-conscious Consumers, and Athletes, with Adults valued at 432.68 USD Billion in 2024.

What packaging types are prevalent in the Non-Alcoholic Beverages Market?

Prevalent packaging types include Bottles, Cans, and Tetra Packs, with Bottles valued at 400.0 USD Billion in 2024.
Author
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Snehal Singh LinkedIn
Manager - Research
High acumen in analyzing complex macro & micro markets with more than 6 years of work experience in the field of market research. By implementing her analytical skills in forecasting and estimation into market research reports, she has expertise in Packaging, Construction, and Equipment domains. She handles a team size of 20-25 resources and ensures smooth running of the projects, associated marketing activities, and client servicing.
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Research Approach

 

Secondary Research

The secondary research process involved comprehensive analysis of regulatory databases, industry trade publications, government health statistics, and authoritative food & beverage associations. Key sources included the US Food & Drug Administration (FDA), European Food Safety Authority (EFSA), US Department of Agriculture (USDA), Centers for Disease Control and Prevention (CDC), World Health Organization (WHO) Global Health Observatory, International Food Information Council (IFIC), American Beverage Association (ABA), European Federation of Bottled Waters (EFBW), International Society of Beverage Technologists (ISBT), National Health and Nutrition Examination Survey (NHANES), Food and Agriculture Organization (FAO), OECD Health Statistics, EU Eurostat, and national health ministry reports from key markets. These sources were used to collect production statistics, regulatory compliance data, sugar taxation policies, clean-label trend analysis, and market landscape data for carbonated soft drinks, bottled water, RTD beverages, functional drinks, and plant-based alternatives.

 

Primary Research

To gather both qualitative and quantitative information, the primary research process involved interviewing players from both the supply and demand sides. Executives from global beverage conglomerates, local bottlers, packaging factories, and ingredient suppliers were among the supply-side sources, along with chief sustainability officers, vice presidents of product innovation, chief marketing officers, and heads of procurement. Category managers from supermarket and hypermarket chains, directors of procurement from foodservice operators (QSRs, cafes, institutional caterers), operators of convenience stores, and buyers of beverages through e-commerce platforms made up the demand-side sources. Market segmentation, new product pipeline timings, formulation trends, adoption of sustainable packaging, pricing elasticity, and sugar-reduction methods were all investigated through primary research, which also confirmed the dates.

Primary Respondent Breakdown:

• By Designation: C-level Primaries (40%), Director Level (25%), Others (35%)

• By Region: North America (38%), Europe (25%), Asia-Pacific (30%), Rest of World (7%)

 

Market Size Estimation

Global market valuation was derived through revenue mapping and production volume analysis. The methodology included:

• Identification of 50+ key manufacturers across North America, Europe, Asia-Pacific, and Latin America

• Product mapping across carbonated soft drinks, bottled water (still and sparkling), RTD tea & coffee, fruit/vegetable juices, functional beverages (probiotic, adaptogenic, nootropic), dairy alternatives, and other emerging categories

• Analysis of reported and modeled annual revenues specific to beverage portfolios, including concentration tracking for high-growth segments (functional waters, zero-sugar CSDs)

• Coverage of manufacturers and bottling partners representing 75-80% of global market share in 2024

• Extrapolation using bottom-up (production volume × ASP by country/channel) and top-down (manufacturer revenue validation) approaches to derive segment-specific valuations, adjusted for regional sugar-tax impacts and premiumization trends

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