As the war on sugar rages, it is no surprise that almost half (48 percent) of consumers globally are actively choosing soft drinks which have low or no sugar.
However, what is also apparent is that many (57 percent) are trying to limit or avoid artificial sweeteners present in most sugar-free alternatives, according to research by GlobalData.
Savoury drinks could be about to take off.
While the majority of consumers believe unsweetened things are healthier for them, taste is important.
Younger consumers will take the most convincing, with less than a third of 18 to 24-year-olds believing unsweetened things can taste better than sweet.