The fortunes of Coca-Cola's flagship drink don't look to bubbly in the US market based on current trends.
In 2009, the US public bought 28bn litres of cola - this includes Coca-Cola's rival Pepsi and all other brands - or 92.5 litres per US citizen per year. According to Euromonitor that is set to drop to 72.5 litres by the end of this year and to 64.7 litres by 2019 - a 30% reduction over ten years.
Americans still drink higher volumes of Coca-Cola than say, for example, the UK, and will continue to do so for some time.
However, upping the cost of bottles can only work up to a certain point if fewer and fewer Americans are deciding to drink up the fizzy carbonated beverage. The implications of all this are especially acute when around half the company's operating revenues are from the North American market.
Share a Coke with...McDonalds
Coke are not on their own in terms of iconic American brands whose growth is starting to stagnate due to changes in lifestyle.
McDonalds did not have a great 2014. In December the fast food chain had their biggest US sales drop in at least a decade, with their operations squeezed by consumers turning to higher end alternatives such as Chipotle Mexican Grill and more niche gourmet alternatives. On top of this, their worldwide sales in January were steeper than expected - with the explanation of several analysts being that the fast-food brand could not keep up with consumers' desire for fresher and healthier food.
According to Euromonitor's data, Coca-Cola is set to consolidate its position as the world's number one carbonated cola beverage despite its volume of sales per capita decreasing - and that seems to be partly driven by a decline in the diet brands.
Water without sugar is the alternative
It's not a concern that has gone unnoticed by the cola giants. PepsiCo has had a slight buffer from sales declines through its ownership of other products such as popular juice Tropicana. Coca-Cola's Minute Maid is not as popular.
Consumers have a lot of choice over what drinks they're choosing and even the growth of energy drinks such as Monster and Red Bull is not great for Coca-Cola's fortunes.
All fizzy drinks are going to be consumed a little less. What looks to be on the rise are sports and energy drinks, as well as bottled water - which is set to be bought in volumes that dwarf cola drinks by the end of the decade.