For the Health of It
When New York City-based Beverage Marketing Corp. laid out its "Ten Trends Shaping Today's Beverage Industry" in March 2003, health and wellness took the top spot was the single most important driving force shaping today's beverage consumption. It seems only natural, then, that milk ? nature's original source of calcium and other nutrients ? would stand to benefit from the trend toward healthy beverages. Sadly, that has not turned out to be the case, as fluid milk sales were flat or down across the board during the 52-week period ending January 25, 2004.