Soda Sales Fall Despite Flashy Marketing

Coca-Cola Co., PepsiCo Inc., and Dr. Pepper Snapple Group Inc. reported low sales in soda for the second quarter in North America, despite splashy new marketing and different sweetener mixes aimed to get consumers back.

Incredible shrinking soda industry

Coca-Cola Co. said it sold 4% less soda in North America, while PepsiCo simply said its decreasing sales in the region was in the “mid-single digits.”

Dr. Pepper reportedly sold 3% less of the fizzy drinks.

Coca-Cola blames the slow sales due to a cold, wet spring. The decline,however, continues a years-long period now.

Americans losing their taste for soda

According to the industry tracker Beverage Digest, per capita soda consumption in the U.S. has been declining steadily since 1998 amid concerns that sugary drinks cause weight gain.

Another problem for the soda industry is that people now have a lot more options when it comes to drinks. An endless variety of bottled waters, teas withdifferent colors, even energy drinks and “relaxation” drinks are luring the attention of the thirsty, with store coolers getting more buyers all the time.

John Sicher, editor and publisher of trade publication Beverage Digest said the trend “won’t change and will probably get worse without a major breakthrough in new sweeteners.”