CSD industry's overall retail value per case drops -2.6% during 1988-98 period. Volume includes all channels: take-home, fountain, vending, etc. Per case pricing calculated by dividing industry's total retail value each year by total volume. Volume data from BD/Maxwell. Retail value from BD estimates (BD 2/19/99).

Examples. In 1988, value per 192-oz case was $5.85; volume was 7.4 bil cases; industry's overall retail value was $43.2 bil. Value per case rises to $5.99 in 1990 and then begins downward trend. By 1998, price per case was down to $5.70; volume in 1998 was 9.9 bil cases; total retail value of CSD industry was $56.3 bil.

Consumer price index. During same 10-year period, overall consumer price index rises from 118.3 to 160.5 or +35.6%. Thus, consumer prices overall rise average of +3.5% per year. During same period, carbonated soft drink prices decline on average of -.3% per year.

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