The fizz went out of soda sales for the 12th year in a row.
Carbonated soft drinks sales were down by .8% in the U.S. in 2016, according to figures out from Beverage Digest.
Per capita consumption of soda and sports drinks fell to 642 eight-ounce servings last year — the lowest level since 1985.
Slumping sales can be traced to a couple of reasons — heath and taxes, Duane Stanford, executive editor of the publication, told the Daily News.
“In terms of carbonated soft drinks, there some people are looking for beverages with less sugars,” he said. “There are any options now — bottled waters as well as unsweetened teas and coffees.”
The World Health Organization, the U.S. Food and Drug Administration and the American Heart Association have all recommended reducing consumption of soda as a way to cut down on added sugars.
Tariffs which have been imposed on soft drinks to help stem the rise of obesity and diabetes that have been linked to soda consumption, play a lesser role.
“Taxes aren’t widespread enough to have a huge impact,” said Stanford.
As sales of fizzy drinks nosedived, spending actually increased 2% to $80.6 billion. The boost was due to the industry’s heavily marketing smaller packages at higher price points.