The global non-alcoholic drinks market is fragmented with players such as Danone, Nestlé S.A., The Coca-Cola Company, Calcol, Inc., PepsiCo Inc., Attitude Drinks, Inc., LiveWire Ergogenics, Inc., Dydo Drinco, Inc., Dr Pepper Snapple Group, Inc., and A.G.Barr, p.l.c. Players in the market are focusing on innovation and experimenting with newer flavors and ingredients, states a new report by Transparency Market Research (TMR). Companies are also participating in mergers, partnerships, and collaboration activities so as to enhance their product portfolio and also increase their market share. Partnering and collaborating with other companies are also helping companies to combine their expertise and serve customers in a better way. Players are concentrating on understanding the changing dynamics of customer demands. Packaging is another area, on which players are stressing. Aggressive marketing strategies and price competitiveness are a part of the industry.