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Diet Soda Sales Drop in 2013

Diet sodaThe perennial rising trend of consumers buying more reduced or zero calorie soda drinks has dropped for the 52 weeks ending November 23. Consumer habits are changing.

Recently, the healthful aura of diet soft drinks has been tarnished, with store sales of no- and reduced-calorie soda dropping 6.8% in dollar terms for the 52 weeks ending Nov. 23. Sales of regular soft drinks declined 2.2% during the same time period, according to Nielsen scan data. “We are seeing a fundamental shift in consumer habits and behaviors,” said Indra Nooyi, chairman of PepsiCo.

A Mintel survey in March found that soda has lost its appeal to Millennials, while health concerns over artificial sweeteners found in diet soda, such as acesulfame potassium, aspartame and sucralose have risen. [via NACS]

Alarmed, soft drink marketers are touting the safety of aspartame. Meanwhile, soft drink makers are exploring sweetener alternatives.

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