• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Pentagon accuses Alibaba, Baidu and BYD, three of China's biggest companies, of supporting the Chinese military

2

'We are rapidly running out of time': Watchdog sounds Social Security alarm after 22% cut confirmed for 2032

3

Costco CEO Ron Vachris rose from forklift driver to the C-suite without a college degree: ‘Don’t chase a title’ is the career advice that got him there

1

Pentagon accuses Alibaba, Baidu and BYD, three of China's biggest companies, of supporting the Chinese military

2

'We are rapidly running out of time': Watchdog sounds Social Security alarm after 22% cut confirmed for 2032

3

Costco CEO Ron Vachris rose from forklift driver to the C-suite without a college degree: ‘Don’t chase a title’ is the career advice that got him there
RetailCoke

Coke’s U.S. Sales Get Boost From Pricey Waters, Milk

By
John Kell
John Kell
Contributing Writer and author of CIO Intelligence
Down Arrow Button Icon
By
John Kell
John Kell
Contributing Writer and author of CIO Intelligence
Down Arrow Button Icon
February 9, 2017, 10:13 AM ET

The bets Coca-Cola has made on non-carbonated beverages are paying off in the United States.

On Thursday, the large soda manufacturer reported that results last year in North America were fueled by strong volume gains for bottled water Smartwater, flavored water Vitaminwater, the dairy brand Fairlife, and energy drinks. The key North America market—where Coca-Cola (KO) generates 25% of consolidated revenue—posted growth that outpaced the total global business. Wall Street analysts were pleased with the company’s performance in that region.

“Our flagship market of North America grew net revenue 8% for the quarter and 4% for the year, outperforming total retail value growth for both the North America nonalcoholic ready-to-drink beverage industry and U.S. consumer packaged goods companies,” said Muhtar Kent, the chairman and CEO of Coke who is stepping down from the latter position later this year.

The strong results in North America are impressive for Coke as it is highly exposed to the carbonated soft drink category, which has been stung by an 11-year slide in sales in the U.S. through 2015 (a trend that almost certainly continued in 2016) as consumers ditch sodas for healthier beverage options including bottled waters, flavored waters, and teas. Soda consumption has fallen to a 30-year low.

But Coke, like many other large food and beverage manufacturers, has invested in healthier beverages that consumers are buying instead of many major soda brands. Those investments include the launch of Fairlife, which helped Coke post a double-digit gain in the dairy category. “In the U.S., our investment in Fairlife milk is paying off,” James Quincey, who will succeed Kent as CEO, told analysts during a call with Wall Street analysts.

Coke is also still benefiting from a deal it made nearly a decade ago to buy Glaceau, the maker of Vitaminwater. Vitaminwater’s volume grew in the mid single digits in North America last year. Another brand that came with that acquisition, the premium water bottle brand Smartwater, posted a double-digit gain. Coke’s dominance in the growing premium water category is facing a stiffer challenge as top rival PepsiCo (PEP) has launched its own product in that segment, called LIFEWTR.

The growth from healthier beverages doesn’t suggest that Coca-Cola isn’t retaining a dominant position in the carbonated soft drink category, which is still a massive business. The namesake Coke, Diet Coke, Fanta, and Sprite all rank among the company’s “billion dollar brands”—meaning they generate $1 billion or more in annual retail sales. Keeping that business healthy is critical for Coke’s financial performance, even as consumers look to cut back on sugar and artificial sweeteners found in many sodas.

The company said that last year Sprite and Fanta grew along with energy drinks, al though Diet Coke declined—continuing a recent trend as consumers become increasingly skeptical of artificial sweeteners found in diet sodas. There are worries about the health implications of consuming aspartame, which is still deemed safe by the Food and Drug Administration.

But Coke has scored some key wins in soda as well, saying consumers are responding to the company’s sugar-free options and also smaller packaging that is more persuasive to some beverage drinkers that still want to drink a soda, albeit in smaller quantities.

“The game plan of smaller packages and zero sugar…is driving the revenue growth and we believe it will continue to do so,” Quincey said. He said that Coke’s no-calorie colas posted “solid mid-single digit growth” as the company exited 2016.

Looking ahead, Coca-Cola’s 2017 targets fell short of Wall Street’s expectations. Despite the growth in North America, Coke must confront challenges abroad. The performance in developing markets has been particularly mixed: strong in Nigeria, rebounding in China, but poor in Brazil, Argentina and Venezuela. Coke executives flagged that macroeconomic and geopolitical challenges this year would look similar to last year.

“We expect another year of volatility around the world,” Quincey said. “Some markets will get better, some will get worse.”

Muhtar Kent will step down as CEO later this year but remain chairman. An earlier version of this story said he would step down from both roles. The error has been corrected.

About the Author
By John KellContributing Writer and author of CIO Intelligence

John Kell is a contributing writer for Fortune and author of Fortune’s CIO Intelligence newsletter.

See full bioRight Arrow Button Icon

Latest in Retail

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Retail

Honda recalls nearly 900,000 cars thanks to rear suspension problems
RetailHonda
Honda recalls nearly 900,000 cars thanks to rear suspension problems
By The Associated PressJune 10, 2026
5 hours ago
Jamie Laing thinks tomorrow’s Fortune 500 will be built by creators. He might be right 
C-Suitecreator economy
Jamie Laing thinks tomorrow’s Fortune 500 will be built by creators. He might be right 
By Sam BirchallJune 10, 2026
11 hours ago
Matt Damon and Gary White.
EnvironmentWaters
Corporate America has been draining the world’s water. Matt Damon’s new campaign calls on Gap, Starbucks, and Amazon to help give it back
By Catherina GioinoJune 9, 2026
1 day ago
Chinese beauty brands flock to Southeast Asia as their first step in going global
RetailChina
Chinese beauty brands flock to Southeast Asia as their first step in going global
By Angelica AngJune 9, 2026
2 days ago
John Furner, CEO, Walmart US
SuccessCost of living
Walmart CEO John Furner says even wealthy shoppers are now shopping at the discount grocery chain as high prices stretch six-figure earners
By Emma BurleighJune 8, 2026
2 days ago
Costco CEO Ron Vachris rose from forklift driver to the C-suite without a college degree: ‘Don’t chase a title’ is the career advice that got him there
SuccessThe Promotion Playbook
Costco CEO Ron Vachris rose from forklift driver to the C-suite without a college degree: ‘Don’t chase a title’ is the career advice that got him there
By Preston ForeJune 8, 2026
2 days ago

Most Popular

Pentagon accuses Alibaba, Baidu and BYD, three of China's biggest companies, of supporting the Chinese military
Asia
Pentagon accuses Alibaba, Baidu and BYD, three of China's biggest companies, of supporting the Chinese military
By Kate O'Keeffe and BloombergJune 8, 2026
2 days ago
'We are rapidly running out of time': Watchdog sounds Social Security alarm after 22% cut confirmed for 2032
Economy
'We are rapidly running out of time': Watchdog sounds Social Security alarm after 22% cut confirmed for 2032
By Nick LichtenbergJune 9, 2026
1 day ago
Costco CEO Ron Vachris rose from forklift driver to the C-suite without a college degree: ‘Don’t chase a title’ is the career advice that got him there
Success
Costco CEO Ron Vachris rose from forklift driver to the C-suite without a college degree: ‘Don’t chase a title’ is the career advice that got him there
By Preston ForeJune 8, 2026
2 days ago
Current price of oil as of June 9, 2026
Personal Finance
Current price of oil as of June 9, 2026
By Joseph HostetlerJune 9, 2026
1 day ago
Wall Street dumped nearly $1 trillion in tech stocks by midday—then clawed it back and bought peanut butter and paint
Investing
Wall Street dumped nearly $1 trillion in tech stocks by midday—then clawed it back and bought peanut butter and paint
By Eva RoytburgJune 9, 2026
1 day ago
Current price of silver as of Tuesday, June 9, 2026
Personal Finance
Current price of silver as of Tuesday, June 9, 2026
By Joseph HostetlerJune 9, 2026
1 day ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.