In the meantime, 2009 will see growth slow significantly as the world enters the eye of the global financial storm, according to Canadean's recently published Global Carbonates Report. Despite the slowdown, carbonates remains King of the soft drinks sector and account for nearly 4 in every 10 litres of soft drinks consumed around the world. Worldwide per capita in 2008 now stands at 31 litres per person, ranging from 11 litres in the Rest of Africa to as high as 157 litres in what many consider the global headquarters of the category, North America. In the parts of the developed world where per capita is high, the market has reached maturity and it will be the developing world that is the source of most of the future rises.
The reliance on the developing world to expand the category is reflected in the fact that the low calorie segment is set to lose share to the regular segment in 2009. In less affluent markets, the sugar debate is less relevant and the demand for 'light' or 'diet' drinks is minimal. In more developed markets, the issue of obesity has had a high profile and the low calorie segment has played an important part in maintaining demand. Today low calorie drinks make up 15% of total volume.

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