Soft drinks are no longer just something to keep the kids quiet while the grown-ups quaff wine. There’s a new market opening up that’s far more sophisticated than just carbonated sugar water. But what can brands do to capitalise on alcohol moderation? And what do teetotallers look for at bars?

Back in the early 2000s, alcopops were nothing to be sniffed at; the UK market was worth £1.3 billion, fuelled by nightclubbers and teens drinking in parks. And then the sector died a quiet death. But figures show that the once demonised drink is back, this time donning a more grown-up guise.

Why is it now cool to be a moderate drinker? How has vegetarianism gone mainstream? What’s driving people to become more adventurous eaters? And do home cooks no longer care about using processed ingredients?

Spending on beauty in Saudi Arabia and the UAE totalled nearly $6.85 billion in 2015, with Euromonitor predicting that it’s only going to increase in 2016. It’s seen the Middle East and Africa overtake Latin America, emerging as the world’s fastest growing beauty and personal care market.