Core Insights - The affordability of sugary drinks is increasing in many countries, which poses a challenge for public health and presents a market opportunity for investors [1][2] - The World Health Organization (WHO) is advocating for higher taxes on sugary beverages, alcohol, and tobacco to curb consumption and generate revenue [3][9] Group 1: Market Dynamics - In 2024, sugary drinks were more affordable in 62 countries compared to 2022, while beer affordability increased in 56 countries during the same period [2][8] - The WHO's "3 by 35" campaign aims to raise prices of sugary drinks and beer by 50% over the next decade, potentially generating $1 trillion by 2035 [3][8] Group 2: Impact on Major Companies - Companies like PepsiCo and Coca-Cola may face increased scrutiny and potential market share shifts as governments implement sugar taxes [6] - The effectiveness of local taxes in cities like Philadelphia and San Francisco has shown a decrease in consumption, indicating that tax policies can significantly impact sales for these companies [7]