The Adweek headline says it all: SOFT DRINK SALES FALL FOR FIRST TIME IN 20 YEARS [free subscription required].
The rules for success in the soft drink industry are changing rapidly, [Bill Pecoriello, beverage analyst for Morgan Stanley] wrote in a March 8 note to investors. Carbonated soft drinks �continue to lose their positive image as a popular, versatile, fun beverage choice as consumers are cutting back on sugar, drinking more water and watching calories. Citing Morgan Stanley's own consumer research, Mr. Pecoriello pointed to the growing mountain of articles linking sodas with obesity.
A startling convergence of behaviors among both UK and US consumers. Watch for more nutrients and vitamins being added to sodas to bring these numbers back up - then again, they could always reduce the sugars and artificial sweeteners.
Added links: See related New York Times stories on sales data, sweetend drinks and teenager's weight, and new guidelines urgung people to cut back on sweetened sodas and drinks.
Technorati Tags: Consumer Behavior, Obesity, Soda
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