The long-lasting relationship between American consumers and sodas is cooling down, as overall sales of soft drinks dropped for the 11th consecutive year to their lowest level since 1985.

Total volume fell 1.2 percent in 2015 and 0.9 percent in 2014, and this downward trend is particularly evident in the plummeting demand for diet sodas. Both Diet Pepsi and Diet Coke reported declines of over 5 percent, due to artificial sweeteners like aspartame falling out of favour as global consumers are increasingly looking for healthier alternatives.

Soda companies are fighting back by introducing smaller cans and bottles, as well as launching successful marketing campaigns. In this respect, Sprite cans featuring quotes from hip-hop artists have proven popular with target consumers and in 2015, unlike other brands, Sprite and Fanta enjoyed volume growth of 3.3 and 8.3 percent respectively.

Once again, the bottled water market remains on a positive trajectory in the US, with volume increases ranging between 6.5 and 11.4 percent.