The futureisn’t cola.It’s NonCola.
Tracking the global shift away from high-sugar soda — the policies, the science, and the brands building what comes next.
Texas drops sodas from SNAP eligibility.
USDA waiver approved · effective 2026 · 13th state to file.
U.S. soda volume, indexed
The future is
NonCola.
NonCola.com
Texas drops sodas from SNAP eligibility.
USDA waiver approved · effective 2026 · 13th state to file.
U.S. soda volume, indexed
The future is
NonCola.
NonCola.com
Evidence reel · Four frames of the shift
01 — Why this matters
Three forces are converging on the soda aisle.
Policy, science, and consumer behavior have all turned in the same direction. Each section below digs deeper, with primary sources.
Policy is moving
From WHO health-tax guidance to Germany's 2028 sugary-drink levy and US SNAP eligibility narrowing in Texas — soda is becoming a regulated category, not a default one.
Read more
Science is settling
A growing body of peer-reviewed research links sugar-sweetened beverages to metabolic disease, dental harm, and excess all-cause mortality. Reformulation is no longer optional.
Read more
The market is shifting
Per-capita carbonated soft-drink consumption in the US has fallen for two decades, while better-for-you beverages, sparkling waters, and functional drinks lead growth.
Read more
02 — The long arc
Cola has been losing share for two decades.
US per-capita consumption of carbonated soft drinks peaked around the late 1990s and has declined steadily since. The directional trend below is illustrative; the underlying movement is well documented across CDC, USDA, and beverage-industry trade reporting.
For source-linked detail, see the full briefing.
Figure
Long-arc directional view of US per-capita carbonated soft drink consumption.
Methodology
Composite of publicly reported USDA Economic Research Service food-availability data, CDC nutrition surveillance summaries, and beverage-industry trade press. Presented as a directional index — not a single-decimal market figure.
03 — Latest
Recent developments worth tracking.
Apr 2026
Texas SNAP restrictions on sugary drinks take effect
Texas HHS
Apr 2026
Germany announces 2028 levy on sugary drinks
Reuters
2025
WHO calls for 50% health-tax increase on sugary drinks, tobacco, alcohol
World Health Organization
2025
McDonald's USA debuts first-ever Refreshers and Crafted Sodas
McDonald's Corporate
04 — The network
One namespace. Four perspectives.
NonCola sits inside a coordinated set of single-topic properties — each focused on a different angle of the same shift. Visit the others for sector- specific reporting and analysis.
Flagship Identity
NonCola.com
The umbrella editorial brand and consumer-facing destination for what comes after cola.
Editorial & Trends
BeyondCola.com
Cultural and editorial lens on the future of beverages — alternatives, reformulation, the post-soda consumer.
Policy & Legislation
SodaRegulations.com
An authoritative tracker for soda policy — taxes, labeling, eligibility changes, and public-health regulation.
Institutional Authority
SodaRegulation.com
Single-topic authority brand built for institutions, analysts, and campaign-style positioning.
05 — The mission
The message comes first.
NonCola exists to make the shift away from high-sugar soda legible — to consumers, operators, and policymakers. The point is the conversation, not a transaction. Read the briefings, follow the policy, share the work.
That said, the underlying domain assets — NonCola.com, BeyondCola.com, SodaRegulations.com, SodaRegulation.com — are privately held and may be considered for acquisition, lease, or partnership by qualified parties with a long-horizon thesis. Inquiries are welcome.
noncola@cmpsbl.com
In this briefing
- The Shift — long-form briefing
- Policy Tracker — taxes, SNAP, labeling
- Health & Science — what the research says
- Network — sister properties
- Acquire or lease (private inquiry)
Updated as events warrant — check back.
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