The industry is confronted by global forces of changing consumer demand, shifting retail and manufacturing formats and growing consumer awareness. To succeed in the industry, a company has to tackle changing customer preferences, fight competition, accurately predict and garner skill requirements, carry out relevant research and connect more effectively to global value chains.

An additional new perspective which is significant is that ‘health’ has emerged as a major concern affecting the customers’ choice of purchase, especially food products. The book aims at providing readers with an analytical view on the prospects and challenges of growth in the F&B sector.

It sketches the dynamics of global F&B leaders and the marketing and expansion strategies used by such giants. The significance of market analysis, which will help the players identify the scope of growth and the emerging opportunities, is stressed on.

The sub-sectors covered in this book are dairy products, fast food and confectionery under food sector and coffee, tea, beer and soft drinks under beverage sector (less)