Leena Watts
The consumption of diet drinks in the US has been fluctuating over the years. While diet drinks were initially invented in the 1950s for diabetic patients, they gained popularity in the 1960s, with about 15% of soda sales being diet drinks. However, a study linking artificial sweeteners to bladder cancer caused a decline in sales. The market rebounded with the launch of Diet Coke in 1982, and by 1983, it became the top diet drink in the country. In 2009-2010, 19% of men and 21.2% of women in the US consumed diet drinks on a given day. According to Gallup, 24% of US adults drank diet soda. In recent years, there has been a shift towards health and wellness, with Americans opting for bottled water, juices, and teas instead of soda. As a result, companies like Coca-Cola and PepsiCo have rebranded their diet drinks and expanded into other beverage categories to cater to changing consumer preferences.
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What You'll Learn
Diet Coke and Diet Pepsi sales dropped 30%+ since their 2006 peak
Diet Coke and Diet Pepsi sales have been dropping since their peak in 2005 or 2006. While the reasons behind this decline are multifaceted, concerns about artificial sweeteners like aspartame have played a significant role. Despite assurances from the FDA and nutritionists that aspartame is safe, consumer sentiment shifted against it, and sales of diet sodas began to plummet.
In 2015, Diet Pepsi responded to customer feedback by removing aspartame from its formula, but this move backfired, with consumers expressing their dislike for the new flavor. According to Beverage Digest data, Diet Pepsi's consumption volume dropped by 5.8% in 2015, while Diet Coke's sales decreased by 5.6%. This shift in consumer preferences away from diet sodas has also been attributed to their inherent nature—diet sodas attempt to mimic their full-sugar counterparts, and consumers may be averse to the taste of artificial sweeteners.
The decline in diet soda sales is part of a broader trend in the beverage industry. Americans are increasingly turning against sugar-packed sodas, with nutrition advocates rallying against the sale of calorie-dense drinks. While diet sodas initially appeared to be the perfect substitute, offering a lower-calorie option, their sales have dropped even faster than full-calorie beverages. This trend is reflected in the performance of leading soda brands. In 2014, an annual report by Beverage Digest showed that overall soda volume decreased by 0.9%, with diet sodas experiencing an even more significant decline. This allowed Pepsi to reclaim the number two spot from Diet Coke, which suffered a steeper sales drop.
The shift in consumer preferences has benefited other beverage categories. In the 15 years that diet sodas declined by 28%, single-serve bottled water sales increased by 76% in volume, while sports drinks and bottled tea also saw substantial growth. This indicates that consumers are seeking functional beverages that serve a specific purpose, such as energy drinks, sports drinks, tea, and bottled water, rather than simply opting for lower-calorie versions of familiar sodas.
Looking ahead, the diet soft drinks market is expected to grow. The increasing prevalence of obesity and diabetes is prompting consumers to seek lower-calorie alternatives. The expanding range of flavors and sweeteners in diet soft drinks, along with their availability across various distribution channels, is expected to boost market growth.
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Coca-Cola's Coke Zero Sugar is a popular diet drink
In recent years, a growing number of Americans have been seeking healthier alternatives to sugary drinks. While soda remains the dominant sugary drink in the US, accounting for 65% of sugary drink sales, the consumption of diet beverages is also on the rise.
Coca-Cola is a prominent player in the beverage sector, known for its Coca-Cola products and a diverse range of other drinks. The company's operational framework involves manufacturing, marketing, and selling concentrates and syrups to bottling partners who produce and distribute the finished beverages. Coca-Cola's Diet Coke, launched in 1983, was the brand's first sugar-free cola, and it quickly gained popularity.
Building on the success of Diet Coke, Coca-Cola introduced Coca-Cola Zero in 2006, later rebranding it as Coca-Cola Zero Sugar in 2016. The goal behind Coca-Cola Zero was to create a diet drink that tasted more like the full-sugar Coke, and the company claims that the new formula delivers "more real Coca-Cola flavour, still without any sugar."
Coca-Cola Zero Sugar has become a popular choice among health-conscious consumers. It offers a zero-calorie, zero-sugar option that satisfies the desire for a refreshing beverage without the added sugars found in traditional soft drinks. The increasing prevalence of obesity and chronic diseases has driven consumers to seek lower-calorie alternatives, and Coca-Cola Zero Sugar caters to this demand. The drink is marketed as a healthier version of the original sugar-sweetened Coca-Cola, providing consumers with a refreshing option that aligns with their wellness and fitness goals.
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Women are more likely to drink diet drinks than men
While the consumption of sugary drinks is prevalent in the United States, with a majority consuming at least one sugary drink daily, there has been a shift towards healthier alternatives in recent years. This is reflected in the growing market for diet soft drinks, which is projected to expand further due to rising health consciousness and the escalating prevalence of obesity.
According to the CDC/NCHS National Health and Nutrition Examination Survey conducted in 2009-2010, about one-fifth of the US population consumed diet drinks on a given day. Interestingly, the survey also revealed that women were more likely to consume diet drinks than men. Specifically, 21.2% of females consumed diet drinks, compared to 19.0% of males. This gender difference in consumption patterns is worth noting and may be influenced by various factors.
Several factors could contribute to the higher consumption of diet drinks among women compared to men. One possible explanation is the pursuit of weight management and fitness goals. With the increasing popularity of wellness and fitness initiatives, individuals, especially women, may opt for low-calorie alternatives like diet drinks to maintain their health objectives. This trend is supported by the expanding market for zero-calorie beverages, which offers a range of flavors and options to cater to diverse consumer preferences.
Additionally, societal norms and stress may play a role in the higher consumption of diet drinks among women. Women often shoulder the responsibilities of family and childcare, leading to increased stress and anxiety. With the normalization of drinking at home and the perception of alcohol as a social lubricant, some women may turn to diet drinks as a perceived healthier alternative to alcoholic beverages. This shift towards diet drinks may be influenced by the desire to manage weight, stress, or both.
Furthermore, racial and ethnic factors come into play. Non-Hispanic white adults consumed more diet drinks than non-Hispanic black and Hispanic adults. This difference could be influenced by cultural norms and socioeconomic factors. Additionally, higher-income persons were found to consume more diet drinks than lower-income persons, which could be related to the affordability and accessibility of these products.
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Older people are more likely to drink diet drinks than younger people
While the consumption of diet drinks in the United States has decreased overall, older people are more likely to consume diet drinks than younger people. This trend can be attributed to various factors, including health consciousness, income levels, and racial and ethnic backgrounds.
Health consciousness is a significant factor influencing the consumption of diet drinks. With the escalating prevalence of obesity and diabetes, consumers are increasingly seeking lower-calorie alternatives. Older adults, particularly those managing health conditions or taking medications, may be more inclined to choose diet drinks as a healthier option. Additionally, older adults are more susceptible to the effects of alcohol, which can lead to balance issues and an increased risk of falls and fractures. As a result, they may opt for diet drinks as a healthier alternative to alcoholic beverages.
Income levels also play a role in diet drink consumption. Data from 2009 to 2010 revealed that the percentage of higher-income individuals who consumed diet drinks was higher than that of lower-income individuals. This trend was observed across both adults and children. The higher consumption among higher-income individuals could be due to the increased financial ability to purchase diet drinks, which are often more expensive than their regular counterparts.
Racial and ethnic backgrounds further contribute to the consumption patterns of diet drinks. During 2009–2010, non-Hispanic white children and adults consumed more diet drinks than their non-Hispanic black and Hispanic counterparts. This difference may be influenced by cultural preferences, access to diet drinks, or other socioeconomic factors.
While older people are more likely to consume diet drinks than younger people, it is important to note that the overall consumption of diet drinks in the United States is relatively low. During 2009–2010, about 80% of people consumed no diet beverages, while only about 11% consumed 16 fluid ounces or more on a given day. However, within the group that consumes diet drinks, older adults tend to be the predominant consumers compared to younger age groups.
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Low-income Americans consume more sugary drinks
While the majority of Americans consume at least one sugary drink per day, there is a clear disparity in consumption patterns when it comes to income levels. According to various sources, low-income Americans tend to consume more sugary drinks than those with higher incomes. This trend holds true even when considering other factors such as education, race, gender, cognitive abilities, and interest in nutrition.
Data from the CDC's National Health and Nutrition Examination Survey in 2009-2010 supports this finding. The survey revealed that the percentage of higher-income individuals who consumed diet drinks on a given day was greater than that of lower-income individuals. Specifically, 32.6% of adults living at or above 350% of the poverty line consumed diet drinks, compared to 20.1% of those between 130% and 350%, and only 12.2% of those below 130%.
This disparity in consumption patterns has significant implications for health inequalities. The higher consumption of sugary drinks among low-income Americans contributes to health issues such as obesity, diabetes, and heart disease, exacerbating the disparities in health outcomes between different economic groups. Sugary drinks are a leading source of added sugars in the United States, and the excessive intake of these beverages can have detrimental effects on overall health.
Additionally, race and ethnicity play a role in sugary drink consumption. Among youth, intake is higher among non-Hispanic Black youth and youth in families with low incomes. Similarly, among adults, SSB intake is higher among non-Hispanic Black or Mexican American adults and adults with low incomes. These patterns suggest that socioeconomic factors intersect with racial and ethnic disparities, further complicating the issue of health inequalities.
While soda taxes have been proposed as a potential solution to reduce health inequalities, their effectiveness is debated. Well-designed taxes that consider the quantity of sugar in a drink rather than simply volume may be more successful in changing drinking habits and improving health outcomes, especially for low-income Americans who are disproportionately affected by the health consequences of sugary drink consumption.
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Frequently asked questions
About one-fifth of the U.S. population consumed diet drinks on a given day in 2009-2010, and 11% consumed 16 fl oz or more.
Coca-Cola reported that Americans were buying much more of its diet soda than they did earlier in 2017. The company attributed this to the relaunch of Coke Zero Sugar, which was previously known as Coke Zero.
American soda consumption fell to a 30-year low in 2015, with the steepest declines in sales of Diet Pepsi and Diet Coke.
The market share of the Diet Coke brand in the U.S. amounted to 7.8% in 2022.
Consumption of sugary drinks has decreased from its peak in 2000, and sales and consumption of diet beverages are also in decline. However, other sources state that the diet soft drinks market is expected to grow from 2024 to 2030, driven by increasing health consciousness and the escalating prevalence of obesity.
