John Sicher Regular Quotations

I think people have a growing interest in beverages which are lighter and have actual or perceived functional benefit. I think we've seen a decline in regular soft drinks for some time.

We estimate that the diet category could actually surpass the regular soda category in about 12 to 15 years,

The carbonated soft drink category is fundamentally in trouble. I anticipate there will be some sporadic growth of a few regular brands and some diets, but the outlook doesn't look good for the category.