Graph: How Coffee Drank Soda's Milkshake

from the Atlantic:



Graph: How Coffee Drank Soda's Milkshake

By Derek Thompson
Jan 18 2013, 11:33 AM ET 43


Ten years ago, Americans drank enough soda every year to fill a small aquarium. Fifty-three gallons of the stuff per person. That's half a liter of Diet Coke on an average day. Compare that to our other favorite liquid-caffeine companion. For every cup of coffee we consumed in 2003, we drank two cups of soft drink. For $1 we spent on joe, we spent $4 on soda.

Now look where we are: Soda is in a free fall, with domestic revenue down 40%. Coffee culture is ascendant, up 50% in ten years. In another decade, the United States could easily spend more on coffee than soda -- something utterly unthinkable at the turn of the century (industry data via IBISWorld)



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The complete piece is at: http://www.theatlantic.com/business/archive/2013/01/graph-how-coffee-drank-sodas-milkshake/267318/