- - Wednesday, April 20, 2016

If you’d like to buy a Coke, you’d sure make some executives in Atlanta quite happy.

The Coca-Cola Company today reported its fourth straight quarter of declining sales as calorie-conscious consumers move away from sugary sodas.

Earlier this week, rival PepsiCo reported its sixth-straight quarterly sales decline.

Aside from changing consumer tastes in North American and European markets, the beverage companies have a strong U.S. dollar working against them in emerging markets, particularly Latin America, where exchange rates are especially unfavorable.

On top of declining European sales, soda makers are also navigating challenges thrown up by governmental policymakers in countries like Mexico in the United Kingdom. Mexico slapped a sin tax on sugary soft drinks in 2013 and the British government plans to follow suit this year.

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