America's new love: Water (by Candice Choi) Americans now drink an average of 44 gallons of soda a year, a 17 percent drop from the peak in 1998. Over the same time, the average amount of water people drink has increased 38 percent to about 58 gallons a year. Bottled water has led that growth, with consumption nearly doubling to 21 gallons a year.
I think that people are looking for something healthier than soda and by the rate of increase in water consumption I believe they are willing to change their habits. While in 2011 Americans only drank 20.2 gallons per year, milk could be the healthy alternative to soda that people are looking for. The handout below from SUDIA really illustrates the uniqueness of milk.
Dairy products can meet the wants and needs of consumers. Milk is more than an alternative to sodas and cokes, it is nature's most perfect food.