From milk into water

Last week, I referenced research indicating that 69% of recent US bottled water growth has come from carbonated soft drinks and fruit juice. What about the rest ? Tap water ?

Well, no. Dairy Farmers of Wisconsin investigated the decline in drinking milk consumption over the past 42 years and concluded that 53% of it went into bottled water.

The full spread of milk substitution is:

• 53% bottled water

• 11% coffee

• 8% tea

• 7% juices

• 6.6% plant-based drinks

• 6% sports drinks

• 8% other.