It's the variety of products that are on the market now. I always use the example that when you used to walk down the beverage aisle in your average grocery store, it was blue on one side and red on the other. That was really it.
There are a lot of products on the market now from sports drinks to bottled water to flavoured bottled water. There is a much wider variety of products available to consumers, and so their beverage choice has evolved over years.
People are drinking as much. Again back to Mr. Valeriote's point, everyone has to consume a certain amount of liquid per day in order to stay hydrated, whether that is water from a tap or something else. There's just a far greater variety of products on the market now.