Soda Sales Fall for First Time in 20 Years

Data released yesterday by Beverage Digest, the industry trade publication, shows that for the first time in 20 years, the number of cases of soda sold in the United States declined. Case volume in 2005 was down 0.7 percent, to 10.2 billion cases.

Coke's flagship brand, Coca Cola Classic, was down 2 percent, and original Pepsi from PepsiCo was down 3.2 percent.

"Traditional carbonated soft drinks have got a tough road ahead," Mr. Sicher said. "The migration to water and sports drinks and other noncarbonated drinks seems to be permanent."

Even diet sodas, once a booming category, have slacked off. Diet Pepsi's case volume was down by 1.9 percent in 2005 and Diet Coke's was virtually unchanged, up only 0.1 percent, according to Beverage Digest.

Mr. Pecoriello attributed this to changing attitudes about diet soda. "According to our research, consumers say they don't like the taste, are worried about artificial sweeteners and," he wrote, do not view diet soft drinks "as 'healthy.' "

Courtesy of NY Times

Steve - Music to our ears! While 0.7 percent does not seem like much, it is when you're talking about 10 billion cases sold! Hey, it's a start.