With various emerging Asian markets now considering legislation or tighter regulation of sugar in soft drinks, one of the key issues of the regional beverage industry in 2016 might well be diminishing volume growth due to higher taxation, according to Euromonitor. The main rationale for governments to impose higher taxes on sugary beverages is to address growing concern about the role of these drinks in skyrocketing rates of obesity and diabetes, as well as other non-communicable diseases.