Global soft drinks sales proved to be somewhat recession resilient in 2009, though consumers did turn away from the premium spending that has driven the expansion of smaller categories like energy drinks and functional waters. As world economies return to growth, the soft drinks industry is faced with the challenge of mature categories in its largest markets alongside a greater potential for emerging regions, in an environment of greater M&A activity and new global challengers. Having the flexibility to find and adapt to the best opportunities for each soft drinks category at a global scale will be key to future sales growth.