In times of instability, crisis and major global events, how do we make sense of trends which are likely to influence the beverage market?
While it is too early to predict the full impact of the conflict in Ukraine, when considering the trends within the beverage industry, it is important to take the macro drivers influencing the global economy into consideration.
Even before the latest current events, the global economy continues to be in a state of flux with recovery moving at varying speeds across regions and nations because of the pandemic.
In a report published in 2021, PwC reported that by the end of 2021, early 2022, they expect the global economy to revert to its pre-pandemic level of output. Noting however, that the recovery will be uneven across sectors, countries, and income levels.
As 2022 gets well underway, and the world pivots from pandemic to recovery, consumer behaviour and purchasing power remain highly dependent on economic realities, and perhaps now more than ever, understanding some of the key factors impacting the economic landscape is crucial for business strategy.
Download our full report
In our report we take a closer look at:
- Economic recovery post Covid-19
- Public debt levels
- Higher value-add activities
- Generation Z