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From today's WSJ:

Soda Revenue Goes From Flat to Sour

Emerging markets could offset these negative trends but lower consumption seems here to stay in the US. Aging demographics and health awareness are firmly in place. The author could have used my consumption as an example. I drank 2-3 cokes a day as a teenager and in college. 1-2 per day in my early-mid 20s, 1 per day until about 35, and now I'm down to one coke per week, and usually it is a Coke zero. And this isn't forced by imminent health/weight issues in my case.

I know people who won't permit their kids to even begin a soda habit. There was no such stigma a decade ago.
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