From milk into water
Last week, I referenced research indicating that 69% of recent US bottled water growth has come from carbonated soft drinks and fruit juice. What about the rest ? Tap water ?
Well, no. Dairy Farmers of Wisconsin investigated the decline in drinking milk consumption over the past 42 years and concluded that 53% of it went into bottled water.
The full spread of milk substitution is:
• 53% bottled water
• 11% coffee
• 8% tea
• 7% juices
• 6.6% plant-based drinks
• 6% sports drinks
• 8% other.
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