beverage category (whereas the U.S. market is driven more by natural claims).  While there are some differences in which claims are more prevalent depending on region of the world, this focus on healthfulness truly is global.  

For example, Feel Good Drinks Co. in the UK offers an expanding line of drinks that blend juice (usually around 60%) and sparkling water. The company prides itself on offering consumers “no artificial anything” and claims only the purest ingredients.  

One beverage category relatively different from one part of the world to another is RTD coffee and tea. In the U.S. market, the category mainly comprises RTD teas (e.g., Nestle, Lipton), while in Asia, RTD coffee beverages are more common. While these drinks typically are perceived as being laden with caffeine and sugar, a growing number in Asia (especially in Japan) focus instead on some level of inherent goodness. For example, under the 7Eleven brand, Moderately Sweet coffee comes in a RTD carton and contains less sugar than competing varieties. pf