How competitive is the beverage industry?

The beverage industry is extremely competitive. New entrants have to match the low pricing, attractive packaging, and flavor standards of consumers. Not to mention that big players like Coca Cola and Anheuser Busch already control a significant share the of non-alcoholic and alcoholic beverage markets.

Despite heavy competition, many small beverage companies attempt to compete in the energy, health, and "functional" beverage markets, which have less dominant companies than the traditional soft drink market. And of course, local craft breweries have become increasingly popular for younger generations.