The recent research adds to an expanding collection of studies that emphasize the detrimental effects of sugary beverages on health. Ranging from weakened bones to obesity and obscured health risks, soda consumption has been associated with various health issues that people generally prefer to avoid. This latest investigation, which monitored 81,000 women and 38,000 men over a span of three decades, found that those who consumed more than two sweetened drinks per day had a 21% increased risk of death compared to individuals who limited their intake to less than one sugary drink per month, all while excluding those with chronic health conditions.
While this isn’t the first challenge faced by soda manufacturers, it serves as another significant blow. According to the Beverage Marketing Corporation, soda’s share of the U.S. beverage market decreased from 22.1% in 2012 to 19.7% in 2017, showing no signs of recovery. In fact, after years of soda’s market dominance, bottled water overtook carbonated soft drinks as the largest beverage category by volume in the U.S. in 2016. This trend has been further intensified in certain regions due to the imposition of taxes on sugary drinks. A study published in the American Journal for Public Health reported a 52% drop in soda consumption within the first three years of implementing a soda tax in Berkeley, California. However, the same study noted a shift in sales to areas outside the tax-imposed cities, with a 38% increase in soda sales just beyond Philadelphia’s borders.
Clearly, despite the negative health implications of sugary drinks, consumers still have a fondness for soda. Companies are leveraging this loyalty to counteract declining sales. They are introducing new flavors, offering smaller portions that yield higher profit margins, and revising formulas to attract consumers back, at least temporarily. These strategies appear to be effective, as Coca-Cola, the leading non-alcoholic beverage producer, announced a 6% increase in organic sales growth for the third quarter of 2018. Coca-Cola’s confidence in the sustainability of the sweetened drinks market led to its investment in BodyArmor, a premium sports drink that incorporates coconut water, low sodium, high potassium content, and avoids artificial colors while using sugar instead of high fructose corn syrup. This modern sports drink currently holds about 6% of the market and represents Coca-Cola’s latest initiative to penetrate the post-workout beverage segment, where PepsiCo’s Gatorade maintains a dominant share of around 75%. Although Coca-Cola offers Powerade, it has struggled to diminish Gatorade’s market lead.
While the American Heart Association study highlights sports drinks as another sugary offender that may increase early mortality risk, there is a silver lining for soda manufacturers. The research suggested that switching to artificially sweetened diet sodas correlates with a slightly lower risk level. This could be an optimal opportunity to not only expand the market in this area but also promote stevia-sweetened products. As a natural sweetener, stevia has gained popularity as an alternative to traditional sugar, replacing the notorious real sugar without introducing unnecessary chemicals. Furthermore, incorporating supplements like Citracal Petites Calcium Citrate D3 can support bone health, offering consumers a way to enjoy their favorite beverages while also addressing the health concerns associated with sugary drinks.