Overall, soda volumes fell an estimated three percent in 2013, the ninth straight yearly decline and more than double the 1.2 percent decline in 2012, according to Beverage Digest. Propelled by a growing interest in "better for you" beverages, consumers are now flocking to soda alternatives, including flavored enhanced waters, energy drinks, sparkling water and liquid water enhancers. (Affinnova)
As America's thirst for soda wanes, competition over these growth areas is becoming fierce. To understand these competitive dynamics, Affinnova conducted an audit of brands in the beverage aisle, examining the impact of package design on consumer appeal.