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Soft Drinks
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3. The soft drink per capita consumption of 34.8 gallonsy 38/
represents an all-time high.
This is equivalent to 546 accorday
eight-ounce bottles per person or slightly more than
to USDA
1 1/2 bottles per day for every man, woman, and child
in the United States.
Source: Advertising Age,
"Soft
Drink Case Sales for '71: 4.7 Billion, " June 12, 1972.
B. Prospects for the future
1. The key statistic in discussing soft drink consumption is
that the daily per capita consumption of liquids has remained
at a constant two quarts per day for the past decade. *
a. Thus, any increases in soft drink consumption comes at
the expense of other liquids--notably, coffee, milk,
and water.
b. Water, which is consumed at a rate of close to 60 gallons
a year per person, is the leading liquid consumed.
2. Soft drink consumption is increasing. The industry expects
to maintain its current 7 to 9 percent growth rate into the
1970 's.
Source :
1971-1972 Annual Manual, at p. 63.
3. Sometime during 1972, soft drinks are expected to replace
coffee as the leading liquid beverage consumed in the
United States.
Source :
Ibid . , at p. 62.
4. The soft drink industry is so enthusiastic about its future
prospects that it considers water as being "vulnerable" and
sees a possible opportunity "for (a) substantial replacement
of water consumption by soft drinks in the future, thus
expanding .
Source :
Ibid.
[to its] ultimate market potential."
II. THE SOFT DRINK INDUSTRY IS CHARACTERIZED AS HAVING A HIGH EDGREE
OF CONCENTRATION AND CONSIDERED LACKING EFFECTIVE COMPETITION
A. Market concentration
1. In 1970, eight companies accounted for 84.1: of total
soft drink sales:
The Coca-cola Company
42.28 Dr. Pepper Co.
-- 16.6% Beverage International Inc.
- -
3. 58
PepsiCo, Inc.
-- 3.4%
Royal Crown Cola Co.
6. 6% Canada Dry Corp.
3.38
The Seven-Up Co.
6.18 Cott Corp.
me 2.4%
Source :
FTC Joint Statement, at p. 1
* See Appendix A
Source: https://www.industrydocuments.ucsf.edu/docs/yhpj0226

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