Shop Talk

Retailers, consumers and prices

Soft drink sales fizzle

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Are you drinking fewer soft drinks these days?  It appears many Americans are, with the volume of carbonateUSA/d soft drinks sold in the United States down 3 percent in 2008, according to Beverage Digest.

Last year’s fall, combined with smaller drops in the previous three years, means that the growth seen in 1997 through 2004 has been wiped out.  Coca-Cola and PepsiCo each lost a little bit of market share, while No. 3 player Dr Pepper Snapple saw its market share rise to 15.3 percent from 15 percent.  Coca-Cola is still the leader, with 42.7 percent of the market (down from 42.8 percent).  PepsiCo‘s got 30.8 percent (down from 31.1 percent).

The United States still has the highest per capita consumption of carbonated soft drinks anywhere in the world, at 760 eight-ounce servings in 2008.  That’s 6,080 ounces for each person, or just over 506 cans of soda.

One area of the business that’s held up a bit better than traditional soda is energy drinks.  Hansen Natural and Red Bull both saw their volume rise last year.  Still, Rockstar‘s volume fell 2 percent.

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