With civilization cutting earlier on soda, Coca-cola is plan to use a 7.5 oz can, right, to change its classic 12-ounce can.

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NEW YORK >> Americans want to cut back on soda, and also they"re willing to pay much more to perform it.

With civilization drinking much less soda amid wellness concerns, Coke and Pepsi room pushing smaller sized cans and bottles that contain under calories and, castle say, induce less guilt. The all comes at a price: Those cute small cans deserve to cost an ext than double as lot per ounce.

The shift means 7.5-ounce "mini-cans" and 8-ounce and 8.5-ounce glass and aluminum bottles room taking up more space on supermarket shelves. The cans and also bottles have been approximately for a few years, but Coke and Pepsi are making them an ext widely easily accessible and marketing them much more aggressively.

As part of that is "Share-a-Coke" campaign that printed popular names on cans and bottles last year, because that instance, Coke states it dispersed a million mini-cans.

Shift in strategy

The focus on pushing smaller packages signals a transition from the past pair of decades, when beverage makers measured success through the sheer volume that soda they sold. Yet soda intake has decreased persistently in recent years, with public wellness officials blaming it for making human being fat and also calling for unique taxes and even warning brand on cans.

Soda fight its optimal in 1998, as soon as Americans on average drank the identical of 576 cans of that a year, follow to data native the industry tracker Beverage Digest. That number was under to around 450 cans a year in 2013.

Instead the fighting what appears to it is in a shedding battle, Coke and Pepsi are pushing smaller sized cans and also bottles that give their assets a sense of newness amongst the cultivation proliferation that beverage choices. The companies additionally say the tiny sizes cater come people"s desire for much more modest servings.

"Coca-Cola is therefore delicious, however it"s choose sun tanning or cigarettes — they"re these wonderful points that us now understand are horrible for us," said Lauren Utvich, a 31-year-old food stylist in brand-new York, who bought the Coke mini-cans once she first spotted them.

Utvich doesn"t normally drink soda, however she likes that the mini-cans turn Coke right into a reasonably guiltless treat. But that"s no the just reason she purchase them. "Let"s it is in honest. I choose them due to the fact that they"re freaking adorable," claimed Utvich, who didn"t pay fist to how much castle cost.

During a presentation in November, Coke"s phibìc American chairman Sandy Douglas claimed the health and wellness trend has collection up "a tremendous chance for the Coca-Cola brand through our smaller sized packages."

He provided a regular 12-ounce can of Coke on median sell for 31 cents. Through comparison, a 7.5-ounce mini-can sells because that 40 cents. That translates to 2.6 cents-per-ounce for a consistent can, versus 5.3 cents-per oz for the mini version.

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Sales that Coke"s smaller sizes — which include a 1.25-liter bottle as an alternate to the 2-liter party — to be up 9 percent last year through October, follow to the presentation by Douglas.