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<ul><li>China ranks as the third-largest market in the world in terms of unit case volume. </li><li>Coca-Cola India reached the milestone of 1 billion Unit Case.</li><li>India being one of the strategic markets for The Coca-Cola Company, continues to make a strong contribution to TCCC global results, presenting opportunity and growth potential. </li><li>Coca-Cola plans to take homegrown brands like <keyword id="109079" type="ENTERTAINMENT" weightage="20" keywordseo="Thums-up">Thums Up</keyword> and <keyword id="384195" type="ENTERTAINMENT" weightage="20" keywordseo="mazaa">Mazaa</keyword> globally in other markets. </li></ul>Coca-Cola India has progressed into the new decade by becoming the fifth largest market by volume for The Coca-Cola Company. Coca-Cola India achieved this feat on the back of an impressive 1-billion-unit case sale in 2019. Contributing to the ‘solid growth’, India presents a promising opportunity to become one of the top three markets for the company soon. Coca-Cola in India is transforming into becoming a ‘Total Beverage Company with strong local roots.’ For the last two years, the portfolio of beverage offerings has expanded in a segmented manner. The company has acutely focused on listening to the consumers and offering beverages to match their evolving preferences and going hyper-local. India being one of the strategic markets for The Coca-Cola Company, continues to make a strong contribution to TCCC global results, presenting opportunity and growth potential. Coca-Cola India has also optimized manufacturing and distribution networks to find the best ways to regionalize its business and create more opportunities for its local bottling partners. During his last visit, James Quincey, Chairman and Chief Executive Officer of The Coca-Cola Company had set the goal for Coca-Cola India to become the fifth largest market for the company with aim to be amongst the top three markets in future. Robust country performance The Coca-Cola Company has made strong value share gains with contribution from both sparkling and non-sparkling offerings. On its way to become the third largest market within the system, Coca-Cola India will continue to accelerate its evolution by offering choice to its consumers. As a part of company’s refreshed approach, Coca-Cola India will continue to grow its core brands by rolling out new variants across Thums Up, Limca, Fanta, Sprite and Maaza, including no-sugar extension; at the same time diversifying its portfolio by entering new beverage categories like enhanced hydration, nutritious dilutables and beverage-plus at affordable price point The company also has robust plans to market marquee Coca-Cola India homegrown brands like Thums Up and Mazaa globally in other markets. Doing Business Responsibly The company has identified and launched significant global and local initiatives as a part of this endeavour to be a true enabling partner in the growth of all its stakeholders. Global initiatives like ‘World Without Waste’ where by 2030, for every bottle or can sold globally, the company aims to help to take one back, so it has more than one life—a one-for-one collection and recycling system. The India chapter of ‘World Without Waste’ initiative is aligned to the Government of India's Swachh Bharat (Clean India) Mission, where the company’s bottling partner, Hindustan <keyword id="6369745" type="ORGANIZATION" weightage="100" keywordseo="coca-cola">Coca Cola</keyword> Beverages Private Limited (HCCBPL) in partnership with the United Nations Development Programme (UNDP) launched Project Prithvi which is operational in 28 cities across India and plans to roll out in 50+ cities across India by 2020.

India is the 5th largest market for Coca-Cola globally

<keyword id="6466285" type="UNKNOWN" weightage="100" keywordseo="James-Quincey">James Quincey</keyword>, who is expected to be the next CEO at Coca-Cola, will be coming to India next week. This would be one of his first international market visits after he was announced the president and COO of the beverage giant. He has included India as one of the first few strategic growth markets. 
 
Quincey, 50, is the top contender expected to succeed Muhtar Kent, Coca-Cola's CEO and chairman since 2008. 
 
"Kent had first visited India in 2012 four years after taking over as chief executive. But Quincey's visit is an indication of the US beverage firm's rising dependence on low-soda consumption but high-potential markets like India," a top official from Coca-Cola India told ET. 
 
While mature markets like the US and Europe are seeing continuously rising soda sales, Coca-Cola is relying heavily on emerging markets like India to further urge its sales. 
 
This has happened even as India reported low single digit volumes and fall in sales over the past two quarters in line with the overall consumer goods trend of slowing sales. Coca-Cola India had recorded 4% volume growth in the July-September quarter, as it slowly recovered after slipping in the April-June quarter, which is considered to be a vital one. The reasons for slow sales, even in the summer months, were unseasonal rains and overall slowing consumption. 
 
However, India still remains the sixth largest market for the beverage firm and an area of key growth. 
 
Quincey is expected to spend one day in India, and would engage with the India team of the company along with bottlers; he could also possibly visit markets. 
 
<a href="http://www.coca-cola.co.uk/content/dam/journey/gb/en/hidden/Stories/James_Quincey_596x334.jpg">Image source</a>

CocaCola’s new to-be CEO will be visiting India
next week

(Eds: Adding details) <keyword id="6358070" type="LOCATION" weightage="20" keywordseo="mumbai">Mumbai</keyword>, Mar 2 () Days after communal clashes in <keyword id="6358777" type="LOCATION" weightage="20" keywordseo="New-Delhi">New Delhi</keyword>, beverages major Coca-Cola Global Chairman James Quincey on Monday flagged the <keyword id="6368587" type="UNKNOWN" weightage="20" keywordseo="impact">impact</keyword> of the riots on businesses, hoping India resolves its issues in a "democratic" manner. Quincey, who also serves as the chief executive officer of the Atlanta, a US-headquartered company, underlined that it is India's democratic credentials that make his over 133-year-old company look at the country as a market with long-term potential. The comments, to a question on the impact of protests and riots on the beverages segment, days after communal clashes in New Delhi that left at least 42 dead, and after months of protests across the country against the government's move to amend citizenship rules. A recent report pegged the economic losses due to the New Delhi riots alone at Rs 25,000 crore. "If there are disruptions in the functioning of a society, there will be some degree of problems for all businesses. "India is a vibrant democracy and it needs to work out what is going on. It is hoped that things get worked out in an appropriate democratic manner," Quincey told reporters. When asked about the concerns of a consumption slowdown, Quincey said the company does not get affected too much over an uptick or a dip in sales for a particular quarter and is looking forward to a strong 2020 in India. Quincey said in 2019, India has become the fifth largest market for the company globally in terms of volumes and it is targeting to take it to the fourth position in the next five years. The company sold 1 billion case units in the country in 2019, attaining the milestone 21 years after its entry into the country, and the target is to double the volumes to 2 billion case units in the next five years, he said. The aim is to ensure India becomes the third largest market in the world, Quincey said, without disclosing a timeline for the same. The company, which is under criticism for the high amount of sugar in its drinks, has been reducing the sugar content in Maaza and Thums Up for the last eight months, a company executive said. The target is to get the sugar content in the drinks to the 6 grams level, he said. Quincey said both India as well as global markets showed an increase in carbonated drinks which it calls as "sparkling beverages", including in domestic brands like Thums Up and Limca as well. It can be noted that multiple people have expressed concerns over the health impact of such drinks. In order to achieve its aim of doubling sales, the company will expand in the fruit segments, Quincey said adding that the ambitious target will involve new forays on the products, innovations and technology fronts. Currently, the company has tapped into four different fruits, with one each for the north, east, west and south regions, an executive said. The chief executive said the company is on track to complete the Rs 11,000-crore investment on the healthier fruit options announced in 2017 and should complete the same by the end of 2022. On plastic usage concerns, Quincey said the solution is ensuring that there is no wastage of the bottles and ensuring that all the bottles come back for recycling. He said that currently, 90 per cent of the plastic bottles are making their way to the recycling facilities and the target is to take the number to 100 per cent and also ensure that the recycled plastic is "food grade". Quincey added that the carbon footprint of the recycled PET (plastic) bottles is much lesser than a glass bottle as well. To a question on the impact of the <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">coronavirus</keyword> epidemic, he said it does not see significant impact due to supply chain issues but hinted that it can get affected if the issues prolong. There is also resilience in the business because of its localised nature in every geography that it operates in. Quincey also denied reports of the company aiming to launch cannabis-infused drinks. AA HRS

Coca Cola global chief hopes India will resolve its issues in a democratic manner

Mumbai, Mar 2 () Protests and riots impact businesses in a society in varying degrees, and India needs to solve problems it is grappling with in a "democratic" manner, global beverages major Coca-Cola's Global Chairman and Chief Executive Officer James Quincey said on Monday. He added that democracy is a big attribute that makes Coca-Cola look at India as a market with long-term potential. India is currently the fifth-largest market by volume for the company and it is aiming for doubling of sales in the next five years to become the fourth largest, he said. Replying to a question on the recent spate of protests and riots, he said, "If there are disruptions in the functioning of a society, there will be some degree of problems for all businesses." "India is a vibrant democracy and it needs to work out what is going on. It is hoped that things get worked out in an appropriate democratic manner," he added. He told reporters that it took 21 years for the company to achieve the mark of 1 billion case unit sales in a year in 2019, and it is targeting to take the same number up to 2 billion units in five years. There has been a strong growth in India on carbonated drinks in 2019, he said. A company executive added that it has reduced the sugar content in Maaza and Thums Up products over the past eight months. When asked about the slowdown, he said the company does not get affected by a quarter of either uptick or downturn in sales and added that it feels 2020 will see a surge in sales. To a question on the impact of the coronavirus epidemic, he said it does not see significant impact due to supply chain issues but hinted that it can get affected if the issues prolong. There is also resilience in the business because of its localised nature in every geography that it operates in. In recent months, there have been protests in various parts of the country against the Citizenship Amendment Act. There were also riots in the national capital last week. AA HRS

Protests, riots hit businesses in varying degrees, India needs to solve problems in democratic manner: Coca-Cola CEO

James Quincey, the global CEO-designate of Coca-Cola, during his India visit is likely to meet PM <keyword id="6354477" type="PERSON" weightage="20" keywordseo="Narendra-Modi">Narendra Modi</keyword> and discuss <keyword id="1999812" type="UNKNOWN" weightage="20" keywordseo="sugar-tax">sugar tax</keyword> on carbonated beverages that the government is expected to announce soon, in a bid to promote healthy lifestyle. 
 "Quincey will discuss the implications of a likely sugar tax with the PM, with the Goods and <keyword id="6355686" type="COMPANY" weightage="20" keywordseo="Service-tax">Service Tax</keyword> (GST) expected to roll out soon," said an official in the know. 
 
The meeting has been proposed by the company, but is yet to be confirmed by the administration. 
 
Quincey, who will be visiting India soon, will take charge of the company from May 1 after the exit of present CEO <a href="http://www.businessinsider.in/Coca-Cola-CEO-Muhtar-Kent-is-stepping-down/articleshow/55897085.cms">Muhtar Kent</a>. 
 
Also read: <a href="http://www.businessinsider.in/Governments-around-the-world-are-taxing-soda-and-its-forcing-Coke-and-Pepsi-to-make-major-changes/articleshow/52709672.cms">Governments around the world are taxing soda - and it's forcing Coke and Pepsi to make major changes</a> 
 
Coca-cola, world’s largest beverage firm, is pushing for a post-GST taxation policy in India, which would allow fair treatment of all companies according to the content of the product. 
 
The management in India, coke’s sixth biggest market globally, wants the government to retain the average tax rate of 34% that is charged on aerated drinks after the GST is introduced. On the other hand, the GST Council has said that this category would attract a cess of 15% on top of a peak rate of 28%, making the total tax rate on carbonated drinks at 43%. 
 
Also read: <a href="http://www.businessinsider.in/Coke-and-Pepsi-are-finally-ditching-sugar/articleshow/55020985.cms">Coke and Pepsi are finally ditching sugar</a> 
 "We hope and expect that all products that contain sugar will be taxed according to their content across categories, and that beverages are not singled out. We are hopeful GST will be levied on the basis of sugar content, not on the basis of carbonation," Venkatesh Kini, President of <keyword id="6385848" type="COMPANY" weightage="20" keywordseo="Coca-Cola-India">Coca-Cola India</keyword>, told ET. 
 
Also read: <a href="http://www.businessinsider.in/coca-cola-has-lowest-attrition-amongst-peers-india-chief-shuns-rumours-of-major-exit/articleshow/57789014.cms">“Coca-Cola has lowest attrition amongst peers!” India chief shuns rumours of major exit</a> 
 
In the Indian market, owing to the growing concerns about the adverse effects of aerated drinks, Coca-Cola has launched Fuze iced tea, dairy brand Vio, fortified enhanced water brand Aquarius and <a href="http://www.businessinsider.in/and-now-coconut-water-from-the-house-of-coca-cola/articleshow/57573169.cms">coconut water</a> Zico. 
 
(Image source: The <keyword id="233731" type="COMPANY" weightage="20" keywordseo="Coca-Cola-Company">Coca-Cola Company</keyword>)

Coca-cola CEO-designate might meet the PM to discuss Sugar Tax

<ul><li>Coca-Cola is buying Costa Coffee for $5.1 billion, a huge move into the coffee market.</li><li>Costa is based in the UK, but has stores worldwide - here's where they all are.</li></ul>Coca-Cola is buying the biggest coffee company in Europe, Costa Coffee, for $5.1 billion, <a href="http://uk.businessinsider.com/coca-cola-buys-costa-coffee-2018-8">it announced on Friday</a>, making its first move into the coffee market.Though most Costas are in Britain, part of the attraction will inevitably have been the chain's global reach, including 459 stores in China, almost 60 in India, and a solitary outlet in Vietnam.This map shows you the breadth of Costa's reach, labelling each country with how many stores are there.<div class="KonaFilter image-container display-table"><div><div class="image on-image">Google Maps</div></div></div>Here's the data in full:Here's the <a href="https://www.whitbread.co.uk/~/media/Files/W/Whitbread/fact-sheets/Costa%20Fact%20Sheet%20Q1%201819%20Final.pdf">full list</a> as of May 2018.UK 2,467China 459UAE 150Poland 147Ireland 114India 57 Saudi Arabia 56 Kuwait 51Czech Republic 45Egypt 44Russia 35Qatar 30Hungary 28Spain 25Cyprus 24Bahrain 23Oman 22Bulgaria 21Philippines 16 Kazakhstan 12Latvia 11Malta 11France 8Singapore 6Portugal 5Jordan 4Cambodia 4Morocco 3 Vietnam 1Lebanon 1Germany 1Indonesia 1Despite its global reach, Costa has a distinctive style that repeats itself all over the world. <a href="http://uk.businessinsider.com/costa-coffee-review-chain-bought-by-coca-cola-for-billions-2018-8">Business Insider published an in-depth store review based on a visit in London earlier today</a>.But there are, inevitably, some differences, and Costas can be seen next to some major landmarks.<h3>There's a Costa right opposite the famous Sagrada Familia in Barcelona.</h3><h3><div class="KonaFilter image-container display-table"><div><div class="image on-image">Google MapsThe Costa (L) facing the famous Sagrada familia church.</div></div></div></h3><h3>Here's what a store looks like in Jordan.</h3><h3><div class="KonaFilter image-container display-table"><div><div class="image on-image">Google MapsA Costa Coffee sign in Arabic in Jordan.</div></div></div></h3><h3>In Beijing, the capital of China...</h3><div class="KonaFilter image-container display-table"><div><div class="image on-image">Martin Rosenbaum/Flickr A Costa coffee in China's capital Beijing, 2013. </div></div></div><h3>...in Poznan, Poland...</h3><h3><div class="KonaFilter image-container display-table"><div><div class="image on-image">Google MapsA Costa branch in the Polish town of Poznan.</div></div></div></h3><h3>And one by the coast in Qatar too... </h3><h3><div class="KonaFilter image-container display-table"><div><div class="image on-image">Google MapsHere's a Costa branch lit-up in Qatar</div></div></div></h3>The news broke on Friday that one of Europe's largest coffee chains was selling for $5.1 billion - more than 16 times Costa's expected full-year earnings in 2018, <a href="http://uk.businessinsider.com/coca-cola-buys-costa-coffee-2018-8"> Business Insider reported.</a>"Hot beverages is one of the few remaining segments of the total beverage landscape where Coca-Cola does not have a global brand," Coca-Cola CEO James Quincey said in a statement, <a href="http://uk.businessinsider.com/coca-cola-buys-costa-coffee-2018-8">Business Insider reported.</a> "Costa gives us access to this market through a strong coffee platform."The deal comes with the 3,912 worldwide stores.<a href="http://uk.businessinsider.com/coca-cola-buys-costa-coffee-2018-8">Read the full details of the acquisition here.</a>Apart from in the United Kingdom, China has the most stores with nearly 460. <div class="margin-top"> <h3>NOW WATCH: <a href="https://www.businessinsider.com/samsung-galaxy-note-9-review-worth-it-2018-8">The Samsung Galaxy Note 9 is a $1,000 phone that's actually worth it</a></h3> <div> </div> </div>

This map shows the huge international reach of Costa Coffee, the mega-chain which Coca-Cola just bought for $5.1 billion

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image">ReutersPepsi and Coke might be in a bit of trouble.</div></div></div>Four cities are preparing to vote on ballot initiatives that could present a major challenge to big soda. On November 8, residents of Boulder, Colo. and three cities in the Bay Area - San Francisco, Oakland and Albany, Calif. - will vote on whether or not to implement a tax on sugary drinks.The California initiatives would tax soda at a rate of 1 cent per ounce. The Boulder tax would be 2 cents per ounce. A new study from Harvard's T.H. Chan School of Public Health found that the proposed soda taxes would lead to millions of dollars in savings on healthcare costs. Researchers found that initiatives would result in a nearly 20% drop in soda consumption. The study, which used computer modeling to project the impact of the proposed taxes, also found that a decrease in soda consumption would have a direct effect on the health of the people in the area. According to the study, the incidence of diabetes in the three California cities would drop an estimated 4% by 2018 when the tax would be in full effect. The study also predicted that 6,000 fewer people in the area would be obese by the end of 2025. In turn, this reduction in rates of obesity and diabetes would cut healthcare costs in the San Francisco Bay Area by $54.9 million over 10 years.The same study found that the tax in Boulder would cut the incidence of diabetes by an estimated 10% in the city. Healthcare costs would decrease by $6.4 million over 10 years.<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><a href="https://www.flickr.com/photos/81016120@N05/12699321484/in/photolist-kmckQG-bpiKvE-7ZDnuU-bWrgKN-7VHBd6-f5jUN3-8UJsva-82yUYa-8UJobk-8UMVem-8UNXFx-53uM1k-82yWpi-e8sFzw-q2yxRj-pQYC72-7KYP1V-4Hbpnx-psQim4-bnbVQw-9LSLuD-e6u3XP-8UJuFp-8vuvHr-eZrcit-dzNL5F-a2ggb3-dTH7Vr-pnGS6H-jdiRGm-dTH8UK-9MxgGf-qd8NLy-nodHpL-e8sFFd-e6u2mi-7NSqh7-5pLz3X-9MuXuV-e7s1nq-e8HcFe-jf5p6B-8pdUF7-rbmAJj-aRAtzx-oPjp2v-9nBWba-8gihrC-7VLRy1-nsTGwn">Richard Heyes/flickr</a>San Francisco will vote on whether or not to implement a tax on sugary drinks on November 8.</div></div></div>"Our analysis looks beyond revenue and finds that this excise tax on sugary drinks can generate significant prevention of new cases of obesity, diabetes, improved quality adjusted life years and healthcare cost savings," Dr. Steven Gortmaker, a professor of health sociology and lead investigator on the project, said in a statement.Critics said the study is politically motivated. "This is a political maneuver financed by out of town special interest groups to push their pro-tax agenda 12 days before an election by looking at only the four cities with ballot initiatives," Laura Kane, a spokesperson for the American Beverage Association, said in a statement. "We encourage the Bay Area and Boulder to look at the facts - taxes on common grocery items don't make people healthier, just poorer."Few cities in the US that have successfully passed similar taxes. In Berkeley, Calif., soda consumption in low-income neighborhoods dropped 22% after the city imposed a penny-per-ounce tax on sugar-sweetened beverages, according to a study published in the American Journal of Public Health<a href="http://www.businessinsider.com/berkeley-soda-tax-lowered-soda-consumption-study-finds-2016-8"> in August.</a> The city's tax passed in 2014 and went into effect in May 2015. While taxes likely play a role in deterring consumers, other factors may be at play as well."The greater-than-predicted reduction in consumption in Berkeley could also reflect effects of the campaign surrounding the tax, which may have shifted social norms," the study said. In July, Philadelphia passed a tax of 1.5 cents per ounce of sugar-added and artificially sweetened soft drinks - a tax expected to raise approximately $91 million over the next year.Soda taxes have been passed on a national level in Great <a href="http://fortune.com/2016/03/16/sugar-tax-soft-drinks/">Britain, France, Hungary, and Mexico</a>.<div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="http://www.apimages.com/metadata/Index/APTOPIX-Philadelphia-Soda-Tax/c16332d5ad444330b9dbe52b508430da/11/0">AP Photo/Matt Rourke</a>The American Beverage Association has already spent more than $1.5 million on an anti-tax campaign.</div></div></div><h2>Big soda's reaction</h2>Unsurprisingly, the soda industry isn't entirely pleased with efforts to turn customers away from sugary beverages. The American Beverage Association, the industry's main lobby group, has already invested <a href="http://www.npr.org/sections/thesalt/2014/10/27/359325115/soda-makers-try-to-take-fizz-out-of-bay-area-tax-campaigns">millions of dollars</a> to fight laws to tax and label sugary beverages.As nutritional trends have become increasingly anti-sugar, per capita soda sales have dropped <a href="http://www.businessinsider.com/added-sugar-limits-alarm-soda-giants-2016-1">25% since 1998</a>, but the number of bottles and cans purchased is still rising. So far, soda giants are trying to recoup lost sales in two ways: convincing consumers that sweet sodas are still OK to drink, and investing outside of traditional sugary drinks.If soda companies want to persuade people to continue to drink soda, they need to cut sugar and calories. The American Beverage Association has an initiative to cut calories from beverages consumed per person by 20% by 2025. <a href="http://www.businessinsider.com/coke-and-pepsi-finally-ditching-sugar-2016-10">Last week,</a> PepsiCo announced that by 2025, two thirds of its drinks will have 100 calories or fewer from added sugar, per 12 oz serving. Currently, these types of sugary beverages make up roughly <a href="http://www.businessinsider.com/r-pepsico-sets-global-target-for-sugar-reduction-2016-10">40% of PepsiCo's drinks.</a>One way to do that is by making serving sizes of soda smaller. In the last quarter, Coke rolled out more new smaller sized packaging in markets including Mexico, India, and China, the company announced on Tuesday. Smaller cans contain fewer total calories than large bottles, which may make them more appealing to consumers. They also generally cost more per ounce.<div class="KonaFilter image-container display-table"><div><div class="image on-image">Donald Heupel/ReutersPepsiCo CEO Indra Nooyi stands in front of Pepsi products.</div></div></div>In 2015, for example, an 8.5-ounce aluminum bottle of Coke generated $1.60 in revenue per purchase, while a two-liter gallon only generated $0.18. That's nearly nine times the revenue.Persuading people to buy soda in smaller cans isn't enough, though. Increasingly, soda giants are diversifying and investing in healthier options that won't be affected by sugar taxes.In April, PepsiCo CEO Indra Nooyi announced that less than 25% of the company's global sales are from soda - the same proportion of sales Pepsi brings in from its "naturally nutritious" category, which includes bottled water and unsweetened drinks. Nooyi calls the emphasis on products aimed at nutritionally-savvy customers <a href="http://seekingalpha.com/article/3965977-pepsico-pep-indra-k-nooyi-q1-2016-results-earnings-call-transcript?part=single">"future-proofing"</a> Pepsi's portfolio, "reshaping it to capitalize on consumers' increasing interest in health and wellness."Coca-Cola is attempting a similar make-over. The company is working to cut sugar in its sodas globally with lower-sugar recipe revamps. In July, the company rebranded its sugar-free, low-calorie soda Coke Zero as Coca-Cola Zero Sugar in Great Britain. The new brand will roll out in other European markets in the coming quarter."Since 2000, we've increased our business from about 10% of our volume coming from still beverages to almost 30% today," COO James Quincey <a href="http://www.businessinsider.com/coca-cola-soda-sales-down-by-volume-2016-7">said in a Q&amp;A in July.</a>Instead, the company is investing in <a href="http://www.businessinsider.com/coca-cola-acquires-ades-for-575-million-2016-6">juice</a>, <a href="http://www.businessinsider.com/coca-cola-invests-in-coffee-not-soda-2016-9">tea, coffee,</a> and <a href="http://www.businessinsider.com/coke-and-pepsi-push-bottled-water-sales-2016-9">bottled water. </a>These less-sugary options could provide an opportunity for growth, even as governments consider taxing soda on the city, state, and national level. The Berkeley soda study found that when people decreased their soda consumption, they replaced it with healthier choices. Water consumption (bottled or tap) increased 63% in Berkeley after the soda tax went into effect. <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/coke-pepsi-ditching-sugar-soda-company-2016-10">Coke and Pepsi are ditching sugar</a></h3> <div> <div> <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="Z4YjJ5NjE6SqYoRQPwHAQl1NBg3VYrnS" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div> </div> </div> </div>

Four cities are voting on ballot initiatives that should terrify Coke and Pepsi

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image">Scott Olson/Getty</div></div></div>A new study from Harvard's T.H. Chan School of Public Health found that proposed soda taxes in San Francisco's Bay Area and Boulder, Colo., would lead to millions of dollars in savings on healthcare costs. The study released Thursday is particularly timely because three cities in California and Boulder will vote on November 8 on whether or not to pass a soda tax. Researchers found that the soda tax initiatives being considered California would result in a nearly 20% drop in soda consumption. The study, which was commissioned by food policy nonprofit Healthy Food America, used a computer model to project the impact of the proposals, which would tax soda at a rate of 1 cent per ounce. The study also found that a decrease in soda consumption would have a direct effect on the health of the people in the area. According to the model, the incidence of diabetes would drop an estimated 4% by 2018 when the tax would be in full effect in the three cities. The study also predicts that 6,000 fewer people in the area would be obese by the end of 2025, compared to how many people would be obese if the taxes do not go into effect. This reduction in rates of obesity and diabetes would cut healthcare costs in the San Francisco Bay Area by $54.9 million over 10 years.The same study found that if a similar tax of 2 cents per ounce passes in Boulder, the incidence of diabetes would drop by an estimated 10% in the city. Healthcare costs would decrease by $6.4 million over 10 years.<div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="https://www.facebook.com/PepsiUS/photos/a.123490744049.127432.56381779049/10153382856149050/?type=3&amp;theater">Pepsi</a></div></div></div>"Our analysis looks beyond revenue and finds that this excise tax on sugary drinks can generate significant prevention of new cases of obesity, diabetes, improved quality adjusted life years and healthcare cost savings," Dr. Steven Gortmaker, a professor of health sociology and lead investigator on the project, said in a statement.Critics say the study is politically motivated. "This is a political maneuver financed by out of town special interest groups to push their pro-tax agenda 12 days before an election by looking at only the four cities with ballot initiatives," Laura Kane, a spokesperson for the American Beverage Association, said in a statement. "We encourage the Bay Area and Boulder to look at the facts - taxes on common grocery items don't make people healthier, just poorer."Few cities in the US that have successfully passed similar taxes. In Berkeley, Calif., soda consumption in low-income neighborhoods dropped 22% after the city imposed a penny-per-ounce tax on sugar-sweetened beverages, according to a study published in the American Journal of Public Health<a href="http://www.businessinsider.com/berkeley-soda-tax-lowered-soda-consumption-study-finds-2016-8"> in August.</a> The city's tax passed in 2014 and went into effect in May 2015. While taxes likely play a role in deterring consumers, other factors may be at play as well."The greater-than-predicted reduction in consumption in Berkeley could also reflect effects of the campaign surrounding the tax, which may have shifted social norms," the study said. In July, Philadelphia passed a tax of 1.5 cents per ounce of sugar-added and artificially sweetened soft drinks - a tax expected to raise approximately $91 million over the next year.Soda taxes have been passed on a national level in Great <a href="http://fortune.com/2016/03/16/sugar-tax-soft-drinks/">Britain, France, Hungary, and Mexico</a>.<div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="http://www.apimages.com/metadata/Index/APTOPIX-Philadelphia-Soda-Tax/c16332d5ad444330b9dbe52b508430da/11/0">AP Photo/Matt Rourke</a>The American Beverage Association has already spent more than $1.5 million on an anti-tax campaign.</div></div></div><h2>Big soda's reaction</h2>Unsurprisingly, the soda industry isn't entirely pleased with efforts to turn customers away from sugary beverages. The American Beverage Association, the industry's main lobby group, has already invested <a href="http://www.npr.org/sections/thesalt/2014/10/27/359325115/soda-makers-try-to-take-fizz-out-of-bay-area-tax-campaigns">millions of dollars</a> to fight laws to tax and label sugary beverages.As nutritional trends have become increasingly anti-sugar, per capita soda sales have dropped <a href="http://www.businessinsider.com/added-sugar-limits-alarm-soda-giants-2016-1">25% since 1998</a>, but the number of bottles and cans purchased is still rising. So far, soda giants are trying to recoup lost sales in two ways: convincing consumers that sweet sodas are OK to drink, and investing outside of traditional sugary drinks.If soda companies want to persuade people to continue to drink soda, they need to cut sugar and calories. The American Beverage Association has an initiative to cut calories from beverages consumed per person by 20% by 2025. <a href="http://www.businessinsider.com/coke-and-pepsi-finally-ditching-sugar-2016-10">Last week,</a> PepsiCo announced that by 2025, two thirds of its drinks will have 100 calories or fewer from added sugar, per 12 oz serving. Currently, these types of sugary beverages make up roughly <a href="http://www.businessinsider.com/r-pepsico-sets-global-target-for-sugar-reduction-2016-10">40% of PepsiCo's drinks.</a>One way to do that is by making serving sizes of soda smaller. In the last quarter, Coke rolled out more new smaller sized packaging in markets including Mexico, India, and China, the company announced on Tuesday. Smaller cans contain fewer total calories than large bottles, which may make them more appealing to consumers. They also generally cost more per ounce.<div class="KonaFilter image-container display-table"><div><div class="image on-image">Reuters</div></div></div>In 2015, for example, an 8.5-ounce aluminum bottle of Coke generated $1.60 in revenue per purchase, while a two-liter gallon only generated $0.18. That's nearly nine times the revenue.Persuading people to buy soda in smaller cans isn't enough, though. Increasingly, soda giants are diversifying and investing in healthier options that won't be affected by sugar taxes.In April, PepsiCo CEO Indra Nooyi announced that less than 25% of the company's global sales are from soda - the same proportion of sales Pepsi brings in from its "naturally nutritious" category, which includes bottled water and unsweetened drinks. Nooyi calls the emphasis on products aimed at nutritionally-savvy customers <a href="http://seekingalpha.com/article/3965977-pepsico-pep-indra-k-nooyi-q1-2016-results-earnings-call-transcript?part=single">"future-proofing"</a> Pepsi's portfolio, "reshaping it to capitalize on consumers' increasing interest in health and wellness."Coca-Cola is attempting a similar make-over. The company is working to cut sugar in its sodas globally with lower-sugar recipe revamps. In July, the company rebranded its sugar-free, low-calorie soda Coke Zero as Coca-Cola Zero Sugar in Great Britain. The new brand will roll out in other European markets in the coming quarter."Since 2000, we've increased our business from about 10% of our volume coming from still beverages to almost 30% today," COO James Quincey <a href="http://www.businessinsider.com/coca-cola-soda-sales-down-by-volume-2016-7">said in a Q&amp;A in July.</a>Instead, the company is investing in <a href="http://www.businessinsider.com/coca-cola-acquires-ades-for-575-million-2016-6">juice</a>, <a href="http://www.businessinsider.com/coca-cola-invests-in-coffee-not-soda-2016-9">tea, coffee,</a> and <a href="http://www.businessinsider.com/coke-and-pepsi-push-bottled-water-sales-2016-9">bottled water. </a>These less-sugary options could provide an opportunity for growth, even as governments consider taxing soda on the city, state, and national level. The Berkeley soda study found that when people decreased their soda consumption, they replaced it with healthier choices. Water consumption (bottled or tap) increased 63% in Berkeley after the soda tax went into effect. <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/coke-pepsi-ditching-sugar-soda-company-2016-10">Coke and Pepsi are ditching sugar</a></h3> <div> <div> <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="Z4YjJ5NjE6SqYoRQPwHAQl1NBg3VYrnS" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div> </div> </div> </div>

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India is the 5th largest market for Coca-Cola globally

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This map shows the huge international reach of Costa Coffee, the mega-chain which Coca-Cola just bought for $5.1 billion

Bill Bostock,Bill Bostock

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A new study says soda taxes could save millions of dollars in healthcare costs - and that should terrify Coke and Pepsi

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