The diet industry is a true giant. Even with a small 1% decline this year, it still equates to an eye-popping $60 billion annually. And that’s in the US alone! This dip is largely explained by people becoming more aware of the dangers of “diet” soft drinks. Drink laced with aspartame, as well as a general downswing in the economy. Also, we are becoming more aware and savvy as consumers. We are empowering ourselves.