Identify one important trends that might affect the industry over the next 3-5 years. You should briefly assess how the trend will affect one or more of the five forces. Let’s use the CSD industry as an example again. An ongoing (and enduring) trend is increasing health consciousness among consumers. This trend can reduce concentrate producers’ growth and hence increase intra-industry rivalry. The trend can also increase threat of substitutes as more healthy substitutes of CSD enter the market.