Cannibalization vs. Incremental Growth in Functional Beverages

The source claims that value-priced functional beverages drive “true growth on top of the set” without cannibalizing core SKUs. However, this directly conflicts with existing wiki knowledge (e.g., the-diet-soda-paradox and carbonated-soft-drinks-csd), which suggests functional sodas are heavily cannibalizing traditional diet sodas and alcohol occasions.