By the numbers: Soda is falling flat

While soda hardly is dead, these stats suggest it is falling flat.

25%

Percentage drop in full-calorie soda sales in the U.S. in the past 20 years.

4 billion

Decline in orders of soda and milk in the past decade.

6 in 10

Portion of U.S. adults who say they try to avoid soda, regular or diet.

59%

Percentage of consumers ages 18–34 who are satisfied with fountain-beverage offerings at c-stores, compared to 71% of older consumers.

68%

Percentage of college students who prefer to drink water with dinner.

5%

Percentage of foodservice directors who expect carbonated soft drinks to grow on menus in the next year or two.

$.01

Amount of excise tax on sugary drinks in Berkeley, Calif., the first city in the U.S. to levy such a charge.

Sources: Technomic; The New York Times;  The NPD Group; Gallup; FSD