U.S. Beverage Consumption to Continue to Drop
(September 2010)

Nearly three in four U.S. consumers plan to spend the same or less on non-alcoholic beverages for at least 12 months, according to a new study by AlixPartners LLP, the global business advisory firm. Carbonated soft drinks will feel the pinch the most, with nearly 25% of consumers nationwide saying they plan to reduce consumption in the category, adding up to a potential $1.3 billion in lost revenue for the industry.