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Why soda drinkers are happily paying more to get less

from Time

When do consumers readily agree to pay extra in order to receive less? In most cases, the answer would be "never." That hasn't been the case lately with soda, however. For years now, consumers have been buying less soda — diet soda in particular — as more have turned to energy drinks, flavored water, coffee and other beverages instead. Yet one category of soda sales has defied the trend: The mini soda, typically available in a 7.5-ounce or 8-ounce can rather than the standard 12-ouncer, has risen dramatically in popularity while overall soda sales have gone, well, flat. more


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