{"id":330056,"date":"2011-03-22T16:25:44","date_gmt":"2011-03-22T16:25:44","guid":{"rendered":"http:\/\/www.ghanamma.net\/2011\/03\/22\/soda-sales-lose-their-fizz\/"},"modified":"2011-03-22T16:25:44","modified_gmt":"2011-03-22T16:25:44","slug":"soda-sales-lose-their-fizz","status":"publish","type":"post","link":"https:\/\/www.ghanamma.com\/2011\/03\/22\/soda-sales-lose-their-fizz\/","title":{"rendered":"Soda sales lose their fizz"},"content":{"rendered":"<p><div readability=\"110.214765101\">    <!-- KEEP --><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.ghanamma.net\/wp-content\/uploads\/2011\/03\/0529eea3rinking.top_.jpg.jpg\" alt=\"soda_shrinking.top.jpg\" width=\"475\" height=\"324\" border=\"0\" class=\"cnnstoryImageFull\" \/><span id=\"fb-recommend\"\/><br \/>\n<span>By Beth Kowitt, writer-reporter<\/span><span>March 22, 2011: 12:15 PM ET<\/span><!--startclickprintexclude--><br clear=\"all\"\/><\/p>\n<p>FORTUNE &#8212; The soda world is bubbling with the news that Diet Coke has surpassed Pepsi as the No. 2 carbonated soft drink in the U.S. (regular Coke still reigns). But what&#8217;s been lost in much of the hoopla is that the industry overall is, well, flat.<\/p>\n<p>I&#8217;ll abandon the puns now and get to the numbers.<\/p>\n<p>Diet Coke jumped a spot in the U.S. cola wars by simply managing to post smaller volume declines than Pepsi. Diet Coke was down 1% in volume in the U.S. in 2010 while Pepsi fell 4.8%, according to <i>Beverage-Digest<\/i>.<\/p>\n<p>The trade publication reported that the U.S. carbonated soft drink category fell about 0.5%, but that&#8217;s better than the 2.1% drop in 2009 and 3% drop the prior year. Because the sector has been shrinking in the U.S., Coke and Diet Coke&#8217;s market share remained flat even though both lost a small percentage of volume. The soft drink category in the U.S. hasn&#8217;t seen an increase since 2004, signaling that flagging sales numbers are not just recession driven. The total category&#8217;s volume has now sunk back down to 1996 levels.<\/p>\n<p>These declines are due to an intersection of two consumer trends that began in the early part of the 2000s, says John Sicher, editor and publisher of <i>Beverage-Digest<\/i>: &#8220;More and more Americans became concerned about calories, and the phenomenal growth of bottled water,&#8221; he explains. That&#8217;s also why diet sodas have held up better. The biggest percentage gains last year out of the top-10 carbonated soft drink brands came from diet beverages. Diet Mountain Dew and Diet Dr Pepper both grew in volume more than 5%, and Coke Zero, the no. 11 brand, grew 17.5%.<\/p>\n<p>As U.S. consumers have turned away from soda, big winners along with bottled water include energy drinks, ready-to-drink tea, and sports drinks. In the soda category, what Sanford Bernstein analyst Ali Dibadj calls &#8220;the dark stuff&#8221; is losing share to non-cola flavors like Dr Pepper. &#8220;The colas have gotten a little bit boring to people,&#8221; he says.<\/p>\n<p>For PepsiCo (<a href=\"http:\/\/money.cnn.com\/quote\/quote.html?symb=PEP&#038;source=story_quote_link\">PEP<\/a>, <a href=\"http:\/\/money.cnn.com\/magazines\/fortune\/fortune500\/2010\/snapshots\/321.html?source=story_f500_link\">Fortune 500<\/a>) and Coca-Cola (<a href=\"http:\/\/money.cnn.com\/quote\/quote.html?symb=KO&#038;source=story_quote_link\">KO<\/a>, <a href=\"http:\/\/money.cnn.com\/magazines\/fortune\/fortune500\/2010\/snapshots\/100.html?source=story_f500_link\">Fortune 500<\/a>), the companies&#8217; flagship brands are still extremely important but are now just one (albeit important) piece of the pie. &#8220;It&#8217;s not just about the cola wars,&#8221; says Joe Jacuzzi, a PepsiCo spokesman. &#8220;It&#8217;s about all sorts of things that consumers are looking for these days.&#8221;<\/p>\n<p>Coca-Cola noted in its annual report that its 2% unit case volume growth in North America was driven by a 5% increase in still beverages. Its Powerade line grew 19%, teas grew 12%, and its Simply line (juices like Simply Orange) was up 23%. PepsiCo reported a mid-single digit increase in its Gatorade brand and a high-single digit rise in its Lipton ready-to-drink tea business.<\/p>\n<p>&#8220;Pepsi has done a relatively good job with non-carbonated, but you have to keep supporting your flagship brand, especially when Coke has arguably gotten better at doing that,&#8221; says HSBC Securities analyst Lauren Torres.<\/p>\n<p><i>Beverage-Digest<\/i>&#8216;s Sicher says not to expect growth anytime soon. &#8220;I think that with a decent economy, good marketing, and some innovation, it can be in the flattish range,&#8221; he notes.<\/p>\n<p>One bright spot: <i>Beverage-Digest<\/i> reported that even though volume has declined, the retail value of the U.S. consumer soft drink business has grown to $74.2 billion in 2010, 0.4% over 2009. Americans might not be drinking as much soda, but they&#8217;re willing to pay more for it. &#8220;There&#8217;s been modest price increases that have helped,&#8221; says Torres. The business, she adds, is &#8220;still important and still contributing.&#8221;\u00a0<a href=\"http:\/\/money.cnn.com\/2011\/03\/22\/news\/companies\/diet_coke_pepsi_sales.fortune\/index.htm?section=money_topstories&#038;utm_source=feedburner&#038;utm_medium=feed&#038;utm_campaign=Feed%3A+rss%2Fmoney_topstories+%28Top+Stories%29#TOP\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.ghanamma.net\/wp-content\/uploads\/2011\/03\/0e63013ebug.gif\" alt=\"To top of page\" border=\"0\" width=\"7\" height=\"7\" \/><\/a><\/p>\n<p><!--endclickprintexclude--><\/div>\n<\/p>\n<p><img decoding=\"async\" src=\"http:\/\/www.ghanamma.net\/wp-content\/uploads\/2011\/03\/0529eea3rinking.top_.jpg-150x150.jpg\" \/><\/p>\n<p>See the original post:<br \/>\n<a target=\"_blank\" href=\"http:\/\/rss.cnn.com\/~r\/rss\/money_topstories\/~3\/dkG-LaGWT0o\/index.htm\" title=\"Soda sales lose their fizz\" rel=\"noopener noreferrer\">Soda sales lose their fizz<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p> By Beth Kowitt, writer-reporter March 22, 2011: 12:15 PM ET FORTUNE &#8212; The soda world is bubbling with the news that Diet Coke has surpassed Pepsi as the No. <\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-330056","post","type-post","status-publish","format-standard"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Soda sales lose their fizz - Ghanamma.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ghanamma.com\/2011\/03\/22\/soda-sales-lose-their-fizz\/\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Soda sales lose their fizz - Ghanamma.com\" \/>\n<meta name=\"twitter:description\" content=\"By Beth Kowitt, writer-reporter March 22, 2011: 12:15 PM ET FORTUNE -- The soda world is bubbling with the news that Diet Coke has surpassed Pepsi as the No.\" \/>\n<meta name=\"twitter:image\" content=\"http:\/\/www.ghanamma.net\/wp-content\/uploads\/2011\/03\/0529eea3rinking.top_.jpg.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@ghanamma\" \/>\n<meta name=\"twitter:site\" content=\"@ghanamma\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.ghanamma.com\/2011\/03\/22\/soda-sales-lose-their-fizz\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.ghanamma.com\/2011\/03\/22\/soda-sales-lose-their-fizz\/\"},\"author\":{\"name\":\"\",\"@id\":\"\"},\"headline\":\"Soda sales lose their fizz\",\"datePublished\":\"2011-03-22T16:25:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.ghanamma.com\/2011\/03\/22\/soda-sales-lose-their-fizz\/\"},\"wordCount\":606,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.ghanamma.com\/2011\/03\/22\/soda-sales-lose-their-fizz\/#primaryimage\"},\"thumbnailUrl\":\"http:\/\/www.ghanamma.net\/wp-content\/uploads\/2011\/03\/0529eea3rinking.top_.jpg.jpg\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.ghanamma.com\/2011\/03\/22\/soda-sales-lose-their-fizz\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.ghanamma.com\/2011\/03\/22\/soda-sales-lose-their-fizz\/\",\"url\":\"https:\/\/www.ghanamma.com\/2011\/03\/22\/soda-sales-lose-their-fizz\/\",\"name\":\"Soda sales lose their fizz - Ghanamma.com\",\"isPartOf\":{\"@id\":\"https:\/\/www.ghanamma.com\/2011\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.ghanamma.com\/2011\/03\/22\/soda-sales-lose-their-fizz\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.ghanamma.com\/2011\/03\/22\/soda-sales-lose-their-fizz\/#primaryimage\"},\"thumbnailUrl\":\"http:\/\/www.ghanamma.net\/wp-content\/uploads\/2011\/03\/0529eea3rinking.top_.jpg.jpg\",\"datePublished\":\"2011-03-22T16:25:44+00:00\",\"author\":{\"@id\":\"\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.ghanamma.com\/2011\/03\/22\/soda-sales-lose-their-fizz\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.ghanamma.com\/2011\/03\/22\/soda-sales-lose-their-fizz\/#primaryimage\",\"url\":\"http:\/\/www.ghanamma.net\/wp-content\/uploads\/2011\/03\/0529eea3rinking.top_.jpg.jpg\",\"contentUrl\":\"http:\/\/www.ghanamma.net\/wp-content\/uploads\/2011\/03\/0529eea3rinking.top_.jpg.jpg\"},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.ghanamma.com\/2011\/#website\",\"url\":\"https:\/\/www.ghanamma.com\/2011\/\",\"name\":\"Ghanamma.com\",\"description\":\"News In Ghana - Latest Ghana News Headlines\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.ghanamma.com\/2011\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Soda sales lose their fizz - Ghanamma.com","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.ghanamma.com\/2011\/03\/22\/soda-sales-lose-their-fizz\/","twitter_card":"summary_large_image","twitter_title":"Soda sales lose their fizz - Ghanamma.com","twitter_description":"By Beth Kowitt, writer-reporter March 22, 2011: 12:15 PM ET FORTUNE -- The soda world is bubbling with the news that Diet Coke has surpassed Pepsi as the No.","twitter_image":"http:\/\/www.ghanamma.net\/wp-content\/uploads\/2011\/03\/0529eea3rinking.top_.jpg.jpg","twitter_creator":"@ghanamma","twitter_site":"@ghanamma","twitter_misc":{"Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.ghanamma.com\/2011\/03\/22\/soda-sales-lose-their-fizz\/#article","isPartOf":{"@id":"https:\/\/www.ghanamma.com\/2011\/03\/22\/soda-sales-lose-their-fizz\/"},"author":{"name":"","@id":""},"headline":"Soda sales lose their fizz","datePublished":"2011-03-22T16:25:44+00:00","mainEntityOfPage":{"@id":"https:\/\/www.ghanamma.com\/2011\/03\/22\/soda-sales-lose-their-fizz\/"},"wordCount":606,"commentCount":0,"image":{"@id":"https:\/\/www.ghanamma.com\/2011\/03\/22\/soda-sales-lose-their-fizz\/#primaryimage"},"thumbnailUrl":"http:\/\/www.ghanamma.net\/wp-content\/uploads\/2011\/03\/0529eea3rinking.top_.jpg.jpg","inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.ghanamma.com\/2011\/03\/22\/soda-sales-lose-their-fizz\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.ghanamma.com\/2011\/03\/22\/soda-sales-lose-their-fizz\/","url":"https:\/\/www.ghanamma.com\/2011\/03\/22\/soda-sales-lose-their-fizz\/","name":"Soda sales lose their fizz - Ghanamma.com","isPartOf":{"@id":"https:\/\/www.ghanamma.com\/2011\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.ghanamma.com\/2011\/03\/22\/soda-sales-lose-their-fizz\/#primaryimage"},"image":{"@id":"https:\/\/www.ghanamma.com\/2011\/03\/22\/soda-sales-lose-their-fizz\/#primaryimage"},"thumbnailUrl":"http:\/\/www.ghanamma.net\/wp-content\/uploads\/2011\/03\/0529eea3rinking.top_.jpg.jpg","datePublished":"2011-03-22T16:25:44+00:00","author":{"@id":""},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.ghanamma.com\/2011\/03\/22\/soda-sales-lose-their-fizz\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.ghanamma.com\/2011\/03\/22\/soda-sales-lose-their-fizz\/#primaryimage","url":"http:\/\/www.ghanamma.net\/wp-content\/uploads\/2011\/03\/0529eea3rinking.top_.jpg.jpg","contentUrl":"http:\/\/www.ghanamma.net\/wp-content\/uploads\/2011\/03\/0529eea3rinking.top_.jpg.jpg"},{"@type":"WebSite","@id":"https:\/\/www.ghanamma.com\/2011\/#website","url":"https:\/\/www.ghanamma.com\/2011\/","name":"Ghanamma.com","description":"News In Ghana - Latest Ghana News Headlines","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.ghanamma.com\/2011\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"}]}},"_links":{"self":[{"href":"https:\/\/www.ghanamma.com\/2011\/wp-json\/wp\/v2\/posts\/330056","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ghanamma.com\/2011\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ghanamma.com\/2011\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ghanamma.com\/2011\/wp-json\/wp\/v2\/comments?post=330056"}],"version-history":[{"count":0,"href":"https:\/\/www.ghanamma.com\/2011\/wp-json\/wp\/v2\/posts\/330056\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.ghanamma.com\/2011\/wp-json\/wp\/v2\/media?parent=330056"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ghanamma.com\/2011\/wp-json\/wp\/v2\/categories?post=330056"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ghanamma.com\/2011\/wp-json\/wp\/v2\/tags?post=330056"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}