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Picture1Did you know that 47% of the added sugars in the average person’s diet come from sugar-sweetened sodas and carbonated soft drinks? That’s a lot of added sugar being consumed in beverage form. The estimated daily consumption of added sugars is about 19.5 teaspoons (82 grams); the American Heart Association says the limit should be 6 teaspoons (25 grams) per day for women and 9 teaspoons (38 grams) per day for men.

The good news is, a rise in consumption of bottled water is reversing the meteoric rise in soft drink sales that took place over three decades. Sales of carbonated soft drinks are at a 30-year low, and within the next few years, it is predicted that they will be outsold by bottled water.

And, these are enduring trends. The younger the demographic, the higher the consumption of water, bottled and otherwise. Thirteen to twenty-four year olds comprise a generation for whom pizza and water, pretzels and water or burgers and water are the norm.

We know that this is a positive trend for public health but beyond this, what does this mean for supermarkets? When shoppers make the switch from carbonated soft drinks to still or sparkling bottled water, they are changing to products that are more profitable for your stores, turn with a higher velocity and are seeing a faster pace of growth. Basket rings average 82% higher when bottled water is purchased. Bottled water is also one of few grocery products that allows consumers to trade up to a healthier product while receiving the benefit of a lower cost, as bottled water is typically half the price of soft drinks.

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