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Sales in the long-established carbonated drinks segment have been flat to slightly down over the past five years, according to Mintel, a leading market research company. During 2003-08, Mintel estimates the regular soda segment lost 15.6 million consumers age 18 and over, and the diet soda segment only added half as many, or 7.8 million adult consumers.

The Chicago-based research company also found 34 percent of all adults who purchase beverages started drinking more water and fewer carbonated beverages to manage weight or other health conditions such as diabetes compared to 2006, as outlined in its “America’s Changing Drinking Habits” report (February 2009).

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