Everybody loves soft drinks, and nobody loves them more than Americans. At 207.7 litres per capita the United States continues to be the world leader when it comes to soft drink consumption .The runner up positions, however, have been shaken up over the last few years. Where as Canada and Australia used to follow the Americans, they have since been eclipsed by new up-and-comers like Mexico and Puerto Rico. Hot places like those may understandably be thirsty for soft drinks, but how do you explain Norway ( in the top ten consumer per capita)? Population is obviously an important factor in the potential size of soft drink markets around the world. For a given consumption level, a bigger population means a bigger soft drink market. When per capita consumption goes up, so does the total market size. With over 1.2 billion people, China sits atop the population rankings. Aside from the United States, there is not a single European or American country in the top 10 most populous countries around the world Russia is the sixth most populous country in the world, outranked by Indonesia and Brazil. Pakistan, Bangladesh and Japan are all in the top10. The future growth areas for the soft drink industry are likely going to be those with large populations and relatively low per capita consumption levels.

The origins of soft drink

The manufacturing of soft drinks began in the 1830's in America. However, the evolution of soft drinks took place over a much longer time period. The fascination began with effervescent mineral waters which have been popular for thousands of years. The ancient Greeks bathed in this water, and the Romans established resorts around mineral water springs throughout Europe. In the 1500's, the village of Spa in Belgium became famous for its mineral springs and by 1600, these waters were being bottled and sold in cities as far away as London.

More than a thousand years passed before mineral waters made the transition from therapeutic bath to refreshing beverage. Many legends and myths developed about the earth's mysterious waters, believed to be cures for everything from arthritis to indigestion. The claims attracted physicians and scientists who began studying the tiny bubbles fizzing from these waters. The birth of soft drinks lay in man's need for liquid, not only as a means of survival, but for refreshment purposes.

Scientists eventually proclaimed the air being released as simple carbon dioxide. Soon afterwards they perfected a way of producing artificially carbonated water in the laboratory. The first carbonated water was made in 1772 by a young English chemist, who learned how to put carbon dioxide (see inage below) into water while pouring it back and forth over fermenting beer vats.

With that development, it was only a matter of time before soft drinks made it into the hands of the public. By the 1830's, both artificial and natural mineral waters were considered healthy and refreshing products. But pharmacists, believing they could improve upon their curative properties, experimented with a multitude of ingredients from birch bark to dandelions. And while no miracle cures developed, some very interesting flavours and tastes were discovered. Ginger ale, root beer, lemon and strawberry were among the most popular of the early flavours. For many years, pharmacists were the driving force behind the refinement of soft drinks and many of the flavours and combinations. It was customary to gather around the new soda fountains and enjoy one's favourite refreshment mixed on the spot. In 1892, the "crown cap" was invented. The crown completely revolutionized the soft drink industry by preventing the escape of carbon dioxide from bottled beverages. In fact, it was the dominant soft drink closure for more than 70 years. Horse drawn wagons travelled America's streets, loaded with brand-name soft drinks and headed for growing retail outlets. While the crown cap helped lead the way to soft drinks in the home, it was not until the 1920's that the trend took hold. The invention of the first six-pack cartons, made it more convenient to carry products back to the house. Their use resulted in the increased availability and the growing popularity of soft drinks across America. The appearance of the automobile heralded a new era for the soft drink industry. Roadside stands appeared across the country. Service stations became major outlets for bottled refreshment, and large motorized delivery trucks were better able to satisfy the country's growing taste for liquid refreshment. Automatic vending machines began to appear in the 1920's, once again changing the business of soft drinks. Vending machines and fountain dispensers led the way to the expansion of soft drinks to industrial outlets. Americans could now consume the popular beverage at home or at work. New technology helped soft drink bottlers meet growing consumer demand by significantly increasing the products' availability.