Companies in this industry manufacture soft drinks and artificially carbonated beverages. Major companies include US-based global giants Coca-Cola, Dr Pepper Snapple Group, and PepsiCo, as well as Britvic (UK), Cott (Canada), Red Bull (Austria), and Suntory (Japan).
Demand for soft drinks is driven by consumer tastes and demographics. The profitability of individual companies depends on effective marketing. Large companies have economies of scale in production and distribution. Small companies can compete by introducing new products, catering to local tastes, or selling at lower prices. The US industry is highly concentrated: the top 50 companies account for about 95% of revenue.