Tiny Bubbles, Big Business: How Seltzer Became the Hot New Drink
Struggling to decide between healthy but boring water and sweet, sugary soda, Americans are increasingly turning to fizzy water to quench their thirst.
Although soda remains the leader in the soft drink category, soda consumption has fallen for the 10th year in a row, to the lowest level since 1986, according to The Wall Street Journal. Americans have been dropping sugary soda for years due to health concerns, but lately even diet soda has been losing popularity over worries about artificial sweeteners.
Sales of fizzy water — the category includes such well-known brands as Perrier and San Pellegrino — have grown to about $1.5 billion a year, more than doubling since 2010, according to data from industry research firm Euromonitor quoted in The Washington Post.
Related: How Coke Beat Pepsi in the New Cola Ad War
One of the top new brands is National Beverage’s LaCroix Sparkling Water, whose dozen flavors of bubbly H20 seem to be aimed at millennials in particular. The brand’s bright, colorful cans convey an alternative vibe, and the drink’s Instagram is loaded with attractive young people hoisting a can at pools, beaches and other relaxing places.
National Beverage credited sparkling water as the main factor that grew the company’s stock 75 percent over the last five years. Sales of the LaCroix brand alone have grown to $175 million, almost tripling since 2009.
Another rapidly growing brand, Sparkling Ice, owned by Talking Rain Beverage Company, saw sales boom to more than $384 million in 2014 from $2.7 million in 2009.
Gary Hemphill, managing director and COO of research at Beverage Marketing, sees the sales of seltzer and sparkling water only increasing as consumer demand for healthier refreshments grows.
Coming Soon: Deductible Relief Day!
You may be familiar with the concept of Tax Freedom Day – the date on which you have earned enough to pay all of your taxes for the year. Focusing on a different kind of financial burden, analysts at the Kaiser Family Foundation have created Deductible Relief Day – the date on which people in employer-sponsored insurance plans have spent enough on health care to meet the average annual deductible.
Average deductibles have more than tripled over the last decade, forcing people to spend more out of pocket each year. As a result, Deductible Relief Day is “getting later and later in the year,” Kaiser’s Larry Levitt said in a tweet Thursday.
Chart of the Day: Families Still Struggling
Ten years into what will soon be the longest economic expansion in U.S. history, 40% of families say they are still struggling, according to a new report from the Urban Institute. “Nearly 4 in 10 nonelderly adults reported that in 2018, their families experienced material hardship—defined as trouble paying or being unable to pay for housing, utilities, food, or medical care at some point during the year—which was not significantly different from the share reporting these difficulties for the previous year,” the report says. “Among adults in families with incomes below twice the federal poverty level (FPL), over 60 percent reported at least one type of material hardship in 2018.”
Chart of the Day: Pragmatism on a Public Option
A recent Morning Consult poll 3,073 U.S. adults who say they support Medicare for All shows that they are just as likely to back a public option that would allow Americans to buy into Medicare or Medicaid without eliminating private health insurance. “The data suggests that, in spite of the fervor for expanding health coverage, a majority of Medicare for All supporters, like all Americans, are leaning into their pragmatism in response to the current political climate — one which has left many skeptical that Capitol Hill can jolt into action on an ambitious proposal like Medicare for All quickly enough to wrangle the soaring costs of health care,” Morning Consult said.
Chart of the Day: The Explosive Growth of the EITC
The Earned Income Tax Credit, a refundable tax credit for low- to moderate-income workers, was established in 1975, with nominal claims of about $1.2 billion ($5.6 billion in 2016 dollars) in its first year. According to the Tax Policy Center, by 2016 “the total was $66.7 billion, almost 12 times larger in real terms.”
Chart of the Day: The Big Picture on Health Care Costs
“The health care services that rack up the highest out-of-pocket costs for patients aren't the same ones that cost the most to the health care system overall,” says Axios’s Caitlin Owens. That may distort our view of how the system works and how best to fix it. For example, Americans spend more out-of-pocket on dental services ($53 billion) than they do on hospital care ($34 billion), but the latter is a much larger part of national health care spending as a whole.
