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Next Gold Rush?

"Soda consumption in US down by 1.2%. 11th year in a row. 30 year low."  Screamed the headlines.

 

This surely is a bad news for the industry and players.
The world better get used to more such headlines and worse is that this may be due to a more permanent reason than merely a changing preference. 
In the next few years to 2050, the population of many of the leading countries will fall. More so, the contribution of 60+ years will grow considerably. Above is a clear indication of lower consumption, both in quantity and quality. This consumption decline is applicable to both products and services. These countries account for a very large chunk of the current business and profits for almost all MNCs/TNCs. I am sure, their top management is having sleepless nights for the future of their corporations.
However, it is not all gloom and doom. There are oases in this dry future. Countries like China, India, Indonesia, Pakistan, South Africa, Brazil provide a bright future. These countries will have more prosperity and more people. Will all of them go the full distance! Well, that may depend on many other factors.
The biggest factor for corporations to mine this gold is dependent upon how soon they start building their understanding of these markets (individually or collectively), credibility, customised product/services and creating an ecosystem within the current organisation to see this through.
Early birds are more likely to mine the gold.

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