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The Chicago Tribune reports on a study by consumer research firm NPD Group saying that “consumption of soft drinks at breakfast eaten outside the home has nearly doubled in the past 15 years, while coffee consumption with breakfast outside the home has fallen nearly 25 percent.” (The study only measures drinks with meals, and does not factor in Starbucks’ enormous growth during the same period of time.)

According to the study, breakfast consumers order a soft drink with their breakfast 15.1 percent of the time, compared with 7.9 percent of the time in 1990, while coffee was being ordered 38 percent of the time, compared with 48.7 percent 15 years ago. At the same time, says NPD’s Harry Balzer, 2.4 percent of the people who ate breakfast at home in 2006 consumed a soft drink with breakfast, compared with 0.5 percent in 1985.

Regular soft drinks are said to be almost twice as popular as diet drinks, according to the study, which also pointed out that the caffeine in the average eight-ounce soft drink is less than half that in the same amount of coffee.
KC's View:
Which is why we’ll never switch from coffee.

That said, at a time when soft drink manufacturers are looking to build sales, the morning seems to be where they’ll be putting a lot of their efforts.