Addendum: with dominant market share, economies of scale and brand name recognition, transnationals like Coca-Cola and Pepsico can afford to aborb and/or pass along these rising sugar prices to consumers. Their smaller competitors cannot endure rising commodity prices so readily. This is how monopolies and oligopolies exert and consolidate control over the market.
It's surprising that nobody on this thread has remembered that Vicente Fox is Coca-Cola's puppet in Mexico.