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Research exclusive: Consumer increase in impulse purchasing to drive future innovations in beverages

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The latest research from leading beverage analyst Datamonitor has uncovered a hot and soft drinks market increasingly driven by impulse buying. With consumer attitudes to brands, lifestyles and consumption habits shifting, product development, packaging and promotional teams are facing a period of change. However with out-of-home purchases increasing in importance, new product developers need to react to changing channel and consumption occasion dynamics as well.


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