Sales volume of beverages shipped to schools from bottlers fell 72% between the first semester of the 2004-05 school year and the first semester of the current academic year, according to the report, which was compiled for the American Beverage Association by economic research firm Keybridge Research LLC. The report showed a 95% decline in sales volume of full-calorie soft drinks, such as Coca-Cola and Pepsi-Cola, and a 94% decline in juice drinks. Full-calorie soft drinks accounted for just 6.8% of beverage volume shipped to schools last semester, while they made up 40% of the product mix in 2004.
Shipments of most other types of drinks also fell significantly. Volume dropped 77% for bottled tea, 67% for sports drinks and 47% for diet soda. Even sales of bottled water and flavored or fortified waters, the most popular drinks now sold in schools, slid 15%. The result was an 88% decrease in beverage calories shipped to schools, the ABA said.