Obesity and its related health problems are prompting a fresh look at the consumption of soda. Some public health leaders are even calling soda the new tobacco. Evidence is mounting that soda consumption is slowing and perhaps reducing.
From a personal nutrition perspective, individuals should have the right to decide what they consume. People who are more health conscious tend to avoid or limit their consumption of sugary beverages. Common alternatives include sports drinks and good old-fashioned water.
From a business perspective, the soda manufacturers are waking up to the growing threat to their business model. Some are beginning to apply the principle of business diversification. Because they can foresee that soda demand may be trending downward, they are expanding or adding healthier beverage alternatives to their offerings.
Product diversification is a logical, proven strategy. The soda companies that do this well will likely be around for a long time. On the other hand, for the soda companies that ignore the writing on the wall, it may be a very long, hard, uphill, unwinnable battle. The smart companies know which path to take.