Health and wellbeing continue to shape consumer choice in the soft drinks market, juice in particular is benefiting from consumer interest in the more natural options available. This trend is particularly evident in developed markets where consumers are increasingly demanding multi-functional beverages. Fortified juices are being developed in response to an interest in optimum nutrition combined with convenience. A carton of juice packed with the essential vitamins and minerals required for the day is regarded as a quick fix for many consumers. The soft drinks market overall is fairly stagnant due to its maturity, growing by an average 0-4% annually, however, interest in health has fuelled global growth in recent years (combined with the hot summer in 2003) and reinvigorated many categories within the market - including juice.