Global Craft Soda Market Size, Share, Trends, Forecast 2028

Report Description

Global Craft Soda Market is expected to grow in the forecast period as sodas cater to people looking for pure and healthy beverage options and are becoming a more popular replacement for conventional/traditional soft drinks. Throughout the forecast period, this tendency is anticipated to play a significant role in driving product demand. Additionally, to capture the largest possible revenue share, important corporations have expanded their product portfolios by combining fresh and modern offerings from the market.

Soft drinks are the overarching category for craft soda. In other words, craft sodas are flavored, carbonated drinks. However, because they are made in small batches and contain few or no additives, craft sodas offer a healthful alternative to conventional carbonated drinks. There are many different tastes of craft sodas on the market, and fewer calories than regular sodas.

The size of the world's craft soda industry was estimated at USD641.24 million in 2021, and it is anticipated to rise to USD768.08 million by 2027. "Craft sodas" refers to sodas produced in smaller quantities and using more natural ingredients. Reed's, Inc., The Original Craft Soda Company, Wild Poppy Company, Crooked Beverage Co., and Jones Soda Co. are some of the major companies in the global craft soda market.

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Due to their low-calorie count, natural sweeteners like stevia, agave nectar, and honey are becoming increasingly popular in craft beverages. The industry has seen significant changes in introducing new products using natural sweeteners. Many companies have benefited from such trends by providing the market with healthier substitute beverages. For instance, Sprecher Brewing, a U.S.-based business, introduced its first canned sodas with zero sugar in September 2020. An all-natural sweetener combination of monk fruit, stevia, and sugar is used in these handcrafted items. Such advancements are probably good news for the expansion of the market in the future.

According to Fortune, PepsiCo is the largest manufacturer of food and beverages in North America, making it one of the most well-known corporations in the world. For instance, Statista estimates that PepsiCo spent USD3.5 billion on advertising in 2021.

Craft soda sales and demand have increased due to a growing trend toward healthy lifestyles and mindful eating during the COVID-19 pandemic. Consumers' choices for more nutritious products, especially beverages, are causing them to reevaluate their diets. During the pandemic, people started to choose creative product launches from brands and businesses that used innovative packaging. For example, during the COVID-19 pandemic in June 2020, Jones Soda Co., a premium craft beverage producer, expanded its product line by introducing limited-edition "Messages of Hope" cream soda labels that featured motivational artwork made by consumers. This was done to increase consumer awareness of the COVID-19 pandemic.

Key businesses are changing their marketing tactics and bringing in new clients because of the always-changing consumer demand. For instance, Utmost Brands, Inc., a U.S. company that makes Gus - Grown-up Soda, debuted its unique Mango Peach flavor during the Summer Fancy Food Show in New York City in June 2022. The item is gluten-free, Kosher, and Non-GMO verified and is made of sweet peach juice, luscious mango puree, and a tiny bit of cane sugar.

Growing Trends Toward Conscious Eating and Healthy Living

Due to the growing popularity of a healthy lifestyle, rising health concerns and young adults' desire for authentic beverages there has been increased demand for craft soda market. Nowadays, consumers take a holistic approach to well-being and prefer beverages that offer tremendous health advantages. The trend of functional and healthful drinks is becoming increasingly popular among consumers. Consumers are prepared to opt for healthier alternatives to traditional soft drinks as they have grown more health conscious. Craft soda that has been enhanced is acquiring significant market share, especially with consumers who are looking for items that are beneficial to their health.

Change in Taste and Preferences Will Lead the Market Growth

Young individuals favor healthy beverages that support their busy schedules and lack of time for exercise. A change in awareness and conduct can currently be seen in the young generation's growing interest in preventive measures. These younger customers are the most prepared to take charge of their well-being and are willing to pay higher rates if that is what it takes to accomplish their objectives. Moreover, the global craft soda market will expand more over the forecast period.

Rising Consumer Knowledge of the Harmful Substances Utilized in Soft Drinks

The craft soda business is expanding because of consumers' growing knowledge of the hazardous additives used in soft drinks. Soft drinks have significant sugar content, raising insulin levels and feeding tumors. The chemicals used to color soft drinks can increase the likelihood of developing breast cancer, prostate cancer, and pancreatic cancer. An increased risk of diabetes can result from greater sugar consumption. One of the significant adverse health impacts of carbonated beverages is tooth decay due to the hydrolytic and cytotoxic additives found in soft drinks, which leads to weight gain. Consequently, during the forecast period, there is expected to be a growth of the Craft Soda Market.

Market Segmentation

The global craft soda market is segmented based on product type, packaging, distribution channel, region, and competitional landscape. The market is further fragmented into natural and organic based on product type. Based on packaging, it is further divided into bottles, cands, and others. Based on distribution channel, the market is segmented into supermarket/hypermarket, food services and drinking places, convenience stores, online, and others (direct sales, counter shops & modern grocery.

Company Profiles

Jones Soda Co., PepsiCo, Inc., The Coca-Cola Company, The Original Craft Soda Company, Crooked Beverage Co., Appalachian Craft Soda, Rocket Fizz Soda Pop & Candy Shop, Reed’s Inc., Wild Poppy Company, Boylan Bottling Co. are among the major market players in the global craft soda market.

Attribute	Details
Base Year	2022
Historical Years	2018 – 2021
Estimated Year	2023
Forecast Period	2024 – 2028
Quantitative Units	Revenue in USD Billion and CAGR for 2018-2022 and 2023-2028
Report Coverage	Revenue forecast, company share, competitive landscape, growth factors, and trends
Segments Covered	· Product Type · Packing · Distribution Channel · Region
Regional Scope	North America, South America, Europe, Asia-Pacific, Middle East & Africa and
Country Scope	United States; Canada; Mexico; Brazil, Argentina, Colombia; Russia, Italy, France, Spain, United Kingdom; China, Japan, India, Indonesia, Vietnam; Saudi Arabia, South Africa, UAE, Turkey
Key Companies Profiled	Jones Soda Co., PepsiCo, Inc., The Coca-Cola Company, The Original Craft Soda Company, Crooked Beverage Co., Appalachian Craft Soda, Rocket Fizz Soda Pop & Candy Shop, Reed’s Inc., Wild Poppy Company, Boylan Bottling Co.
Customization Scope	10% free report customization with purchase. Addition or alteration to country, regional & segment scope.
Pricing and Purchase Options	Avail of customized purchase options to meet your exact research needs. Explore purchase options
Delivery Format	PDF and Excel through Email (We ca n also provide the editable version of the report in PPT/pdf format on special request)

Report Scope:

In this report, the global craft soda market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Craft Soda Market, By Product Type:

Natural
Organic

Craft Soda Market, By Packaging:

Bottles
Cans
Others

Craft Soda Market, By Distribution Channel:

Supermarket/Hypermarket
Food Services and Drinking Places
Convenience Stores
Online
Others

Craft Soda Market, By Region:

North America

United States
Canada
Mexico

South America

Brazil
Argentina
Colombia

Europe

Russia
Italy
France
Spain
United Kingdom

Asia-Pacific

China
Japan
India
Indonesia
Vietnam

Middle East & Africa

Saudi Arabia
South Africa
UAE
Turkey

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the global craft soda market.

Available Customizations:

With the given market data, TechSci Research offers customizations according to a company’s specific needs. The following customization options are available for the report:

Company Information

Detailed analysis and profiling of additional market players (up to five).

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Table of content

1. Introduction

1.1. Product Overview

1.2. Key Highlights of the Report

1.3. Market Coverage

1.4. Market Segments Covered

1.5. Research Tenure Considered

2. Research Methodology

2.1. Objective of the Study

2.2. Baseline Methodology

2.3. Key Industry Partners

2.4. Major Association and Secondary Sources

2.5. Forecasting Methodology

2.6. Data Triangulation & Validation

2.7. Assumptions and Limitations

3. Executive Summary

3.1. Market Overview

3.2. Market Forecast

3.3. Key Regions

3.4. Key Segments

4. Voice of Customer Analysis (B2C Model Analysis)

4.1. Sample Size Determination

4.1.1. Respondent Demographics

4.1.2. By Gender

4.1.3. By Age

4.1.4. By Occupation

4.2. Brand Awareness

4.3. Factors Influencing Purchase Decision

4.4. Brand Satisfaction

4.5. Customer Satisfaction

4.6. Challenges Faced Post Purchase

5. Global Craft Soda Market Outlook

5.1. Market Size & Forecast

5.1.1. By Value

5.1.2. By Volume

5.2. Market Share & Forecast

5.2.1. By Product Type Market Share Analysis (Natural and Organic)

5.2.2. By Packaging Market Share Analysis (Bottles, Cans and Others)

5.2.3. By Distribution Channel Market Share Analysis (Supermarket/Hypermarket, Food Services and Drinking Places, Convenience, Online Stores and other (Direct Sales, Counter Shops & Modern Grocery)

5.2.4. By Regional Market Share Analysis

5.2.4.1. North America Market Analysis

5.2.4.2. South America Market Analysis

5.2.4.3. Europe Market Analysis

5.2.4.4. Asia -Pacific Market Analysis

5.2.4.5. Middle East & Africa Market Analysis

5.2.5. By Company Market Share Analysis

5.3. Global Craft Soda Market Mapping & Opportunity Assessment

5.3.1. By Product Type Market Mapping & Opportunity Assessment

5.3.2. By Packaging Market Mapping & Opportunity Assessment

5.3.3. By Distribution Channel Market Mapping & Opportunity Assessment

5.3.4. By Regional Market Mapping & Opportunity Assessment

6. North America Craft Soda Market Outlook

6.1. Market Size & Forecast

6.1.1. By Value

6.1.2. By Volume

6.2. Market Share & Forecast

6.2.1. By Product Type Market Share Analysis

6.2.2. By Packaging Market Share Analysis

6.2.3. By Distribution Channel Market Share Analysis

6.2.4. By Country

6.2.4.1. United States Craft Soda Market Outlook

6.2.4.1.1. Market Size & Forecast

6.2.4.1.1.1. By Value

6.2.4.1.1.2. By Volume

6.2.4.1.2. Market Share & Forecast

6.2.4.1.2.1. By Product Type Market Share Analysis

6.2.4.1.2.2. By Packaging Market Share Analysis

6.2.4.1.2.3. By Distribution Channel Market Share Analysis

6.2.4.2. Canada Craft Soda Market Outlook

6.2.4.2.1. Market Size & Forecast

6.2.4.2.1.1. By Value

6.2.4.2.1.2. By Volume

6.2.4.2.2. Market Share & Forecast

6.2.4.2.2.1. By Product Type Market Share Analysis

6.2.4.2.2.2. By Packaging Market Share Analysis

6.2.4.2.2.3. By Distribution Channel Market Share Analysis

6.2.4.3. Mexico Craft Soda Market Outlook

6.2.4.3.1. Market Size & Forecast

6.2.4.3.1.1. By Value

6.2.4.3.1.2. By Volume

6.2.4.3.2. Market Share & Forecast

6.2.4.3.2.1. By Product Type Market Share Analysis

6.2.4.3.2.2. By Packaging Market Share Analysis

6.2.4.3.2.3. By Distribution Channel Market Share Analysis

7. South America Craft Soda Market Outlook

7.1. Market Size & Forecast

7.1.1. By Value

7.1.2. By Volume

7.2. Market Share & Forecast

7.2.1. By Product Type Market Share Analysis

7.2.2. By Packaging Market Share Analysis

7.2.3. By Distribution Channel Market Share Analysis

7.2.4. By Country

7.2.4.1. Brazil Craft Soda Market Outlook

7.2.4.1.1. Market Size & Forecast

7.2.4.1.1.1. By Value

7.2.4.1.1.2. By Volume

7.2.4.1.2. Market Share & Forecast

7.2.4.1.2.1. By Product Type Market Share Analysis

7.2.4.1.2.2. By Packaging Market Share Analysis

7.2.4.1.2.3. By Distribution Channel Market Share Analysis

7.2.4.2. Argentina Craft Soda Market Outlook

7.2.4.2.1. Market Size & Forecast

7.2.4.2.1.1. By Value

7.2.4.2.1.2. By Volume

7.2.4.2.2. Market Share & Forecast

7.2.4.2.2.1. By Product Type Market Share Analysis

7.2.4.2.2.2. By Packaging Market Share Analysis

7.2.4.2.2.3. By Distribution Channel Market Share Analysis

7.2.4.3. Colombia Craft Soda Market Outlook

7.2.4.3.1. Market Size & Forecast

7.2.4.3.1.1. By Value

7.2.4.3.1.2. By Volume

7.2.4.3.2. Market Share & Forecast

7.2.4.3.2.1. By Product Type Market Share Analysis

7.2.4.3.2.2. By Packaging Market Share Analysis

7.2.4.3.2.3. By Distribution Channel Market Share Analysis

8. Europe Craft Soda Market Outlook

8.1. Market Size & Forecast

8.1.1. By Value

8.1.2. By Volume

8.2. Market Share & Forecast

8.2.1. By Product Type Market Share Analysis

8.2.2. By Packaging Market Share Analysis

8.2.3. By Distribution Channel Market Share Analysis

8.2.4. By Country

8.2.4.1. Russia Craft Soda Market Outlook

8.2.4.1.1. Market Size & Forecast

8.2.4.1.1.1. By Value

8.2.4.1.1.2. By Volume

8.2.4.1.2. Market Share & Forecast

8.2.4.1.2.1. By Product Type Market Share Analysis

8.2.4.1.2.2. By Packaging Market Share Analysis

8.2.4.1.2.3. By Distribution Channel Market Share Analysis

8.2.4.2. Italy Craft Soda Market Outlook

8.2.4.2.1. Market Size & Forecast

8.2.4.2.1.1. By Value

8.2.4.2.1.2. By Volume

8.2.4.2.2. Market Share & Forecast

8.2.4.2.2.1. By Product Type Market Share Analysis

8.2.4.2.2.2. By Packaging Market Share Analysis

8.2.4.2.2.3. By Distribution Channel Market Share Analysis

8.2.4.3. France Craft Soda Market Outlook

8.2.4.3.1. Market Size & Forecast

8.2.4.3.1.1. By Value

8.2.4.3.1.2. By Volume

8.2.4.3.2. Market Share & Forecast

8.2.4.3.2.1. By Product Type Market Share Analysis

8.2.4.3.2.2. By Packaging Market Share Analysis

8.2.4.3.2.3. By Distribution Channel Market Share Analysis

8.2.4.4. Spain Craft Soda Market Outlook

8.2.4.4.1. Market Size & Forecast

8.2.4.4.1.1. By Value

8.2.4.4.1.2. By Volume

8.2.4.4.2. Market Share & Forecast

8.2.4.4.2.1. By Product Type Market Share Analysis

8.2.4.4.2.2. By Packaging Market Share Analysis

8.2.4.4.2.3. By Distribution Channel Market Share Analysis

8.2.4.5. United Kingdom Craft Soda Market Outlook

8.2.4.5.1. Market Size & Forecast

8.2.4.5.1.1. By Value

8.2.4.5.1.2. By Volume

8.2.4.5.2. Market Share & Forecast

8.2.4.5.2.1. By Product Type Market Share Analysis

8.2.4.5.2.2. By Packaging Market Share Analysis

8.2.4.5.2.3. By Distribution Channel Market Share Analysis

9. Asia-Pacific Craft Soda Market Outlook

9.1. Market Size & Forecast

9.1.1. By Value

9.1.2. By Volume

9.2. Market Share & Forecast

9.2.1. By Product Type Market Share Analysis

9.2.2. By Packaging Market Share Analysis

9.2.3. By Distribution Channel Market Share Analysis

9.2.4. By Country

9.2.4.1. China Craft Soda Market Outlook

9.2.4.1.1. Market Size & Forecast

9.2.4.1.1.1. By Value

9.2.4.1.1.2. By Volume

9.2.4.1.2. Market Share & Forecast

9.2.4.1.2.1. By Product Type Market Share Analysis

9.2.4.1.2.2. By Packaging Market Share Analysis

9.2.4.1.2.3. By Distribution Channel Market Share Analysis

9.2.4.2. Japan Craft Soda Market Outlook

9.2.4.2.1. Market Size & Forecast

9.2.4.2.1.1. By Value

9.2.4.2.1.2. By Volume

9.2.4.2.2. Market Share & Forecast

9.2.4.2.2.1. By Product Type Market Share Analysis

9.2.4.2.2.2. By Packaging Market Share Analysis

9.2.4.2.2.3. By Distribution Channel Market Share Analysis

9.2.4.3. India Craft Soda Market Outlook

9.2.4.3.1. Market Size & Forecast

9.2.4.3.1.1. By Value

9.2.4.3.1.2. By Volume

9.2.4.3.2. Market Share & Forecast

9.2.4.3.2.1. By Product Type Market Share Analysis

9.2.4.3.2.2. By Packaging Market Share Analysis

9.2.4.3.2.3. By Distribution Channel Market Share Analysis

9.2.4.4. Indonesia Craft Soda Market Outlook

9.2.4.4.1. Market Size & Forecast

9.2.4.4.1.1. By Value

9.2.4.4.1.2. By Volume

9.2.4.4.2. Market Share & Forecast

9.2.4.4.2.1. By Product Type Market Share Analysis

9.2.4.4.2.2. By Packaging Market Share Analysis

9.2.4.4.2.3. By Distribution Channel Market Share Analysis

9.2.4.5. Vietnam Craft Soda Market Outlook

9.2.4.5.1. Market Size & Forecast

9.2.4.5.1.1. By Value

9.2.4.5.1.2. By Volume

9.2.4.5.2. Market Share & Forecast

9.2.4.5.2.1. By Product Type Market Share Analysis

9.2.4.5.2.2. By Packaging Market Share Analysis

9.2.4.5.2.3. By Distribution Channel Market Share Analysis

10. Middle East & Africa Craft Soda Market Outlook

10.1. Market Size & Forecast

10.1.1. By Value

10.1.2. By Volume

10.2. Market Share & Forecast

10.2.1. By Product Type Market Share Analysis

10.2.2. By Packaging Market Share Analysis

10.2.3. By Distribution Channel Market Share Analysis

10.2.4. By Country

10.2.4.1. Saudi Craft Soda Market Outlook

10.2.4.1.1. Market Size & Forecast

10.2.4.1.1.1. By Value

10.2.4.1.1.2. By Volume

10.2.4.1.2. Market Share & Forecast

10.2.4.1.2.1. By Product Type Market Share Analysis

10.2.4.1.2.2. By Packaging Market Share Analysis

10.2.4.1.2.3. By Distribution Channel Market Share Analysis

10.2.4.2. Egypt Craft Soda Market Outlook

10.2.4.2.1. Market Size & Forecast

10.2.4.2.1.1. By Value

10.2.4.2.1.2. By Volume

10.2.4.2.2. Market Share & Forecast

10.2.4.2.2.1. By Product Type Market Share Analysis

10.2.4.2.2.2. By Packaging Market Share Analysis

10.2.4.2.2.3. By Distribution Channel Market Share Analysis

10.2.4.3. UAE Craft Soda Market Outlook

10.2.4.3.1. Market Size & Forecast

10.2.4.3.1.1. By Value

10.2.4.3.1.2. By Volume

10.2.4.3.2. Market Share & Forecast

10.2.4.3.2.1. By Product Type Market Share Analysis

10.2.4.3.2.2. By Packaging Market Share Analysis

10.2.4.3.2.3. By Distribution Channel Market Share Analysis

10.2.4.4. Turkey Craft Soda Market Outlook

10.2.4.4.1. Market Size & Forecast

10.2.4.4.1.1. By Value

10.2.4.4.1.2. By Volume

10.2.4.4.2. Market Share & Forecast

10.2.4.4.2.1. By Product Type Market Share Analysis

10.2.4.4.2.2. By Packaging Market Share Analysis

10.2.4.4.2.3. By Distribution Channel Market Share Analysis

11. Market Dynamics

11.1. Drivers

11.1.1. Change in taste and preferences

11.1.2. Growing Demand from Youth population

11.1.3. Rising consumer knowledge of the harmful products

11.2. Challenges

11.2.1. Availability of Alternatives products

11.2.2. Increasing social awareness towards energy conservation

11.3. Impact of COVID-19 on Global Craft Soda Market

11.4. Impact Assessment Model

11.4.1. Key Segments Impacted

11.4.2. Key Regions Impacted

11.4.3. Key Countries Impacted

11.4.4. Key Distribution Channel Impacted

12. Market Trends & Developments

12.1. Growing trends towards conscious eating

12.2. Availability of verities of products

12.3. Increasing demand for healthy beverages

12.4. Growing willingness of the young adults for authentic beverages

13. SWOT Analysis

13.1. Strength

13.2. Weakness

13.3. Opportunities

13.4. Threats

14. Porter’s Five Forces Model

14.1. Competition Landscape

14.2. Buyer Power

14.3. Supplier Power

14.4. Threat of New Entrants

14.5. Threat of Substitutes

15. Competitive Landscape

15.1. Competition Outlook

15.2. Company Profiles

15.2.1. Jones Soda Co.

15.2.1.1. Company Details

15.2.1.2. Products & Services

15.2.1.3. Financials (As Reported)

15.2.1.4. Key Market Focus & Geographical Presence

15.2.1.5. Recent Developments

15.2.1.6. Key Management Personnel

15.2.2. PepsiCo, Inc.

15.2.2.1. Company Details

15.2.2.2. Products & Services

15.2.2.3. Financials (As Reported)

15.2.2.4. Key Market Focus & Geographical Presence

15.2.2.5. Recent Developments

15.2.2.6. Key Management Personnel

15.2.3. The Coca-Cola Company

15.2.3.1. Company Details

15.2.3.2. Products & Services

15.2.3.3. Financials (As Reported)

15.2.3.4. Key Market Focus & Geographical Presence

15.2.3.5. Recent Developments

15.2.3.6. Key Management Personnel

15.2.4. The Original Craft Soda Company

15.2.4.1. Company Details

15.2.4.2. Products & Services

15.2.4.3. Financials (As Reported)

15.2.4.4. Key Market Focus & Geographical Presence

15.2.4.5. Recent Developments

15.2.4.6. Key Management Personnel

15.2.5. Crooked Beverage Co.

15.2.5.1. Company Details

15.2.5.2. Products & Services

15.2.5.3. Financials (As Reported)

15.2.5.4. Key Market Focus & Geographical Presence

15.2.5.5. Recent Developments

15.2.5.6. Key Management Personnel

15.2.6. Appalachian Craft Soda

15.2.6.1. Company Details

15.2.6.2. Products & Services

15.2.6.3. Financials (As Reported)

15.2.6.4. Key Market Focus & Geographical Presence

15.2.6.5. Recent Developments

15.2.6.6. Key Management Personnel

15.2.7. Rocket Fizz Soda Pop & Candy Shop

15.2.7.1. Company Details

15.2.7.2. Products & Services

15.2.7.3. Financials (As Reported)

15.2.7.4. Key Market Focus & Geographical Presence

15.2.7.5. Recent Developments

15.2.7.6. Key Management Personnel

15.2.8. Reed’s Inc.

15.2.8.1. Company Details

15.2.8.2. Products & Services

15.2.8.3. Financials (As Reported)

15.2.8.4. Key Market Focus & Geographical Presence

15.2.8.5. Recent Developments

15.2.8.6. Key Management Personnel

15.2.9. Wild Poppy Company

15.2.9.1. Company Details

15.2.9.2. Products & Services

15.2.9.3. Financials (As Reported)

15.2.9.4. Key Market Focus & Geographical Presence

15.2.9.5. Recent Developments

15.2.9.6. Key Management Personnel

15.2.10. Boylan Bottling Co.

15.2.10.1. Company Details

15.2.10.2. Products & Services

15.2.10.3. Financials (As Reported)

15.2.10.4. Key Market Focus & Geographical Presence

15.2.10.5. Recent Developments

15.2.10.6. Key Management Personnel

16. Strategic Recommendations/Action Plan

16.1. Key Focus Areas

16.2. Target Regions & Countries

16.3. Target Product Type

16.4. Target Distribution Channel

17. About Us & Disclaimer

(Note: The companies list can be customized based on the client requirements.)

Figures and Tables

Frequently asked questions

What is the size of global craft soda market?

In 2022, the market for craft soda was estimated to be more than USD641.24 million, and by 2028, it is anticipated to be more than USD768.08 million.

Why is craft soda preferred over regular soda?

Craft sodas are pure and healthy beverages. Craft sodas provide a healthy substitute for traditional carbonated drinks because they are produced in small batches and have few to no additives. Craft sodas come in various flavors and have fewer calories than regular soda.

What are the key factors driving the growth of the global craft soda market?

The key factors driving the growth of the global craft soda market are increasing demand for healthy beverages and trends toward healthy lifestyles and shifting consumer preferences from high-sugar drinks to low-sugar beverages.