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NEW YORK The carbonated soft drink category posted a volume decline for the first time in two decades, according to Beverage Digest.
All-channel volume fell 0.2 percent in 2005. Not including the exploding energy drinks category in the equation, the category fell 0.7 percent.
“The rules for success in the soft drink industry are changing rapidly,” said William Pecoriello, beverage analyst for Morgan Stanley & Co., in a note. “Consumer choices are exploding. Consumers have greater knowledge about products, are taking personal responsibility for their health/wellness and growing more sophisticated.”
He
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