Considering a decade-long sales decline and studies discouraging long-term soda consumption, some industry experts fear consumers will completely abandon soft drinks, NBC News reported. “Most of (Coca-Cola’s) business is in trouble. That’s a big issue,” said a New York-based brand consultant. The PepsiCo CEO also warned that a breakthrough in natural soda sweeteners is desperately needed because “the consumer will walk away.” However, some experts say soda companies simply need to address demands. “They’ve got some of the biggest, most powerful brands, literally, in the world. And they’ll be able to use those brands on new products," said an editor and publisher of Beverage Digest.
