Americans continue turning away from fizzy soda at meals or refreshment breaks, and toward beverages such as iced tea, juice, sport drinks and water. Soda sales have declined in the past year, as they did during the preceding nine years. The main reasons involve nutrition awareness, new taxes in some places and fewer soda vending machines, especially in schools. Basically, the message is spreading about health concerns – such as hyperactivity, diabetes and obesity – associated with sugary drinks. Even diet soda sales are down because of hesitation to consume artificial sweeteners.

Bottled water is on track to overtake soda as the largest beverage category in two years, an industry projection says. Falling soda consumption is credited with a significant drop in daily calories consumed by the average U.S. child. Among teens, a group closely tracked by federal researchers, the average amount of soda swallowed daily dropped by 20 percent from 2007 to 2013. (Coke remains the most popular soda, outselling Pepsi by a two-to one margin.)

The changes are partly a result of campaigns that have largely eliminated sugared soda from cafeterias and machines in schools. Many workplaces and government buildings also shun sweetened soda or all soda. Public health crusaders who fought tobacco now treat soda as another potentially harmful product to be taxed, stigmatized and restricted. "Excess consumption of sugary drinks is one of the biggest threats to the health of our children," says Dr. Alan Greene, a pediatrician. On the other side, Coca-Cola pays for studies aimed at deflecting criticism about the role sugary drinks play in the spread of obesity and Type 2 diabetes. The company stresses the importance of a balanced diet and exercise to maintain a healthy weight. "They're desperate to stop the bleeding," a public health group lawyer, Michele Simon, tells The New York Times.

Professor says: "The era of it being acceptable for kids to drink soda all day is passing, slowly. In some socio-economic groups, it's over." – Marion Nestle, nutritionist at New York University

Coca-Cola Company says: "Obesity concerns may reduce demand for some of our products." – Annual report to federal stock market regulators

Teen athlete says: "I used to just drink straight soda all day. I started slowing down about two years ago. They said too much soda isn't good for you." – Hanif Tucker, 17-year-old football player in North Philadelphia