How Soda Makers Are Secretly Getting You to Pay More Money
Soda companies should only begin to fret the decline in consumption when they fail to 'profitably meet consumer demand.'

Americans as a whole may be consuming less soda, but those who are appear willing to pay more for it, and beverage companies are embracing that shift in consumer demand with new options.

"It turns out people who still love soda are willing to pay more for it, especially now that it is in smaller packages that make it easier to control portions," Duane Stanford, executive editor of Beverage Digest, told FOX Business.

Stanford added that soda companies should only begin to fret the decline in consumption when they fail to "profitably meet consumer demand."



Stuart Kronauge, business unit president, USA Operations and senior VP, Marketing Coca-Cola ( KO) North America, is hoping faithful Coke Zero fans will embrace the drink's overhaul.

"We also hope that people who love the unforgettable taste of Coca-Cola, but want less sugar, will try it and enjoy," Kronauge said.

Despite soda consumption sinking for the 12th straight year, brands like Coke, Pepsi ( PEP) and Dr. Pepper ( DPS) took in upwards of $80.5 billion in retail sales during 2016, according to Beverage Digest.

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Editors' pick: Originally published August 1.

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