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Although the carbonated soft drink (CSD) market penetrates approximately 90 percent of consumer households, the mature beverage category has struggled due to declining sales across nearly every segment.
Carbonated soft drinks (CSDs) have long been the top seller in the U.S. beverage market based on volume. Last month, however, New York-based Beverage Marketing Corporation (BMC) announced that U.S. volume sales of bottled water eclipsed CSDs in 2016, making it the No. 1 consumed packaged beverage. This shift followed more than a decade’s worth of single-digit volume declines for soft drinks.
For the past several years, the beverage industry has faced an evolution in consumer demand. A consumer drive toward maintaining overall health and wellness has impacted several categories, particularly carbonated soft drinks (CSDs).
When walking through the aisles of retail stores, one might notice how different the consumer packaged goods (CPG) environment is compared with previous decades.
“It’s no secret that 2013 was a challenging year,” began Larry D. Young, president and chief executive officer of Plano, Texas-based Dr Pepper Snapple Group (DPS), in his address during the company’s fourth-quarter 2013 earnings call.
Within the last five years, global launches of carbonated drinks have grown significantly, according to a December 2012 report by the Netherlands-based Innova Market Insights titled “Carving New Niches for Carbonates.”
In contradiction to the inherent effervescence of its products, carbonated soft drink (CSD) manufacturers are finding the current U.S. market less than bubbly.