Introduction and summary

Last year we really saw why soft drinks are classed as “fast-moving” consumer goods. Ours has always been a fast-paced industry: we face continuous, rapid change driven by evolving consumer preferences, local and global trends, shifting regulatory pressures – and the dynamics of a highly competitive and innovative marketplace. In 2007 we saw significant change on all these fronts, but in particular we saw increasingly complex shifts in consumer preferences and behaviour.