Fizzy biz: sparkling water sales soar

As soda sales fall flat, thirsty shoppers have been chugging more and more sparkling water, according to market research.

Shake up a bottle of your fave fizzy water, step back and open it and you’ll have an idea of how sales are going for sparkling water. Sales for the category increased 16.2 percent to more than $1.4 billion for the 52 weeks ending July 12 in U.S. multi-outlets, according to IRI.

Sales have seeped into a wide range of outlets, including supermarkets, drugs stores, gas and convenience stores, mass merchandisers, club and dollar stores and even military commissaries reports

The drinks are luring soda fans away from their sugary habit. For the past 10 years, soda volume in the U.S. has been dwindling. In the last three years alone, volume has dropped by 6 percent to less than 12.8 billion gallons, according to a post about the rise of natural beverages. The decline in soda consumption includes diet sodas as well. The drop in soda consumption represents the single largest change in the American diet in the last decade, according to The New York Times.

Sparkling water is “the future of beverage,” crowed Daniel Birnbaum, CEO of SodaStream, noted the article. That company is rebranding itself as a manufacturer of sparkling water, rather than an at-home soda maker.

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