KO Millennials are not too thirsty for Coca-Cola While carbonated soft drink volumes fell in the U.S. in 2016 for the 12th consecutive year. The Consumption of Diet Coke dropped 4.2%, compared to its rival PepsiCo Inc, Diet Pepsi that declined around 9%. However Coca-Cola's own numbers show a 4% decline in Diet Coke's volume in U.S. which it means the reason why this company is always trying new formulas to keep a green and healthy product. But for these days Millennials who really are looking for green and healthy products, makes complicated Coca-Cola's job. Perhaps this company is appealing for good old times, so old investors sometimes prefer to push the price to $48.90 and $50 while they're drinking a coke... with sugar.
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