Report Highlights 5 Beverage Megatrends

NEW YORKFive key megatrends will shape the global beverage industry sector in 2012, according to a new Rabobank report that highlights issues making this year both the "best of times" and "worst of times" for industry players.

According to the Best of Times, Worst of Times: Global Beverage Outlook 2012" report, industry consolidation will be driven by the five megatrends, including volatility; emerging market demand; bifurcation of value; convergence in distribution; and sustainable sourcing.

Growth expectations contrast sharply across product segments and global regions, and data shows developing markets such as India are seeing dramatic growth in spirits. Another major element discussed in the report is the emergence of new global players in the convergence between soft drinks and beer. The report also examines how tighter global wine inventories and weaker currencies in Europe and North America are bringing shifts in competitive sourcing.