This recent study contributes to a growing body of research that underscores the detrimental effects of sugary beverages on health. From contributing to weakened bones to obesity and obscuring underlying health risks, soda has been linked to various health issues that many would prefer to avoid. The latest research tracked 81,000 women and 38,000 men, none of whom had chronic illnesses, over a span of thirty years. The findings revealed that adults who consumed more than two sweetened drinks daily experienced a 21% higher risk of death compared to those who had fewer than one sweetened beverage a month.
While this is not the first study challenging soda manufacturers, it adds further weight to the argument against sugary drinks. 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, with no signs of a significant recovery. In fact, after decades of soda’s supremacy, bottled water overtook carbonated soft drinks as the largest beverage category by volume in the U.S. in 2016. This decline has been intensified in certain regions due to taxes imposed on sugary drinks. A study published in the American Journal for Public Health noted a 52% drop in soda consumption within the first three years of the tax being implemented in Berkeley, California. However, the study also pointed out that soda sales have shifted to areas outside of soda tax jurisdictions, with a 38% increase in sales just beyond the Philadelphia city limits.
Clearly, despite the negative health implications of sugary drinks, many consumers still enjoy their soda. Soda companies are leveraging this preference to regain market share. New flavors, smaller serving sizes that allow for higher profit margins even with reduced sales, and innovative formulas appear to be attracting some consumers back, at least temporarily. These strategies are beginning to yield results, as Coca-Cola, the world’s largest non-alcoholic beverage manufacturer, reported a 6% increase in organic sales growth for the third quarter of 2018. Coca-Cola’s confidence in the longevity of the sweetened drinks market is evident, as the company has invested in BodyArmor, a premium sports drink that emphasizes the benefits of liquid calcium magnesium and coconut water, low sodium, and high potassium content, while avoiding artificial colors and opting for 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 sector. Meanwhile, PepsiCo’s Gatorade remains the dominant player with approximately 75% market share. Coca-Cola’s Powerade is in its portfolio, yet it has not significantly impacted Gatorade’s stronghold.
While the AHA study identifies sports drinks as another sugary offender that may elevate the risk of early mortality, there is a potential silver lining for soda manufacturers. The research indicated that switching to diet sodas sweetened with artificial sweeteners could be linked to a slightly lower risk level. This may provide an opportunity not only to expand the market within this category but also to promote stevia-sweetened products. As a natural sweetener, stevia has gained popularity among alternatives, effectively replacing traditional sugar while avoiding unnecessary chemicals. With the addition of liquid calcium magnesium in their formulations, soda companies may find a way to appeal to health-conscious consumers.