U.S. Tries to Keep Coke Afloat

Includes: BSML, KO, PEP
by: Paul Kedrosky

Good stuff in a new report from Beverage Digest. A fairly remarkable downturn in the soft drink market is accelerating. Total U.S. sales fell 2.3 percent in 2007, which was worse than the 0.6 percent drop in 2006, which was, in turn, worse than the 0.2 percent decline in 2005. Ugly stuff.

The carbonated soft drink industry has moved from roughly 3 percent growth in the 1990's to increasing rates of decline in the last three years.

Then again, the U.S. is doing its best to keep Coke (NYSE:KO) afloat:

Even with the recent declines, the U.S. still has the highest carbonated soft drink per capita (consumption) in the world.

Ahhh, that's so darn helpful to both beverage companies and Britesmile (BSML).