Estimated based on publicly available US CSD market figures (volume) reported by Beverage Digest.
FORBES: Coke Has Limited Fizz To $60 With Slipping Soda Sales
Consumption of soda -- both regular and diet -- has fallen by 17.3% since 1998, according to Beverage Digest.
Industry tracker Beverage Digest has reported that consumption of fizzy drinks in the US has been declining steadily since 1998.
The two companies are responsible for 59% of orange juice sales in the U.S., according to Beverage Digest, an industry publication.
Gatorade remains the dominant player with about 69 percent of the market, while Powerade has 30 percent, according to Beverage Digest.
John Sicher, editor of Beverage Digest, says that even modest brands can double their growth by exploiting Coke's powerful distribution network.
The company's decision was first reported by the trade journal Beverage Digest.
Beverage Digest, which tracks sales, reported that in 2011, sales of carbonated soft drinks dropped by 1%, a steeper decline than the year before.
Until then, bottled water had mainly been sold in "big jugs and coolers" for people who didn't trust their water supply, said John Sicher, publisher of Beverage Digest.
For more than two decades, soda was the No. 1 drink in the U.S. with consumption peaking in 1998 at 54 gallons a year, according industry tracker Beverage Digest.
For more than two decades, soda was the No. 1 drink in the U.S. with per capita consumption peaking in 1998 at 54 gallons a year, according industry tracker Beverage Digest.
The promise of "energy" has been a big seller in the beverage industry in recent years, with the energy drink market increasing 17 percent in 2011 even as broader soft drink consumption has continued to decline, according to Beverage Digest.
With the growth of energy drinks such as Monster and Red Bull expected to slow, Kickstart could also signal the emergence of a new category that plays off the promise of energy and other health benefits, said John Sicher, publisher of the trade journal Beverage Digest.
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