Global soft drink companies are for the first time losing market share to bottled water.
Figures released by market research company Canadean show that sales of plain bottled water will overtake carbonated drinks this year.
Sales of bottled water have grown by 6 per cent since 2008, far more than the 1.3 per cent rate of carbonated drinks.
Canadean estimates this will take water sales to 238 billion litres compared with 227 billion for fizzy drinks.
Part of this trend is being driven by Gen Y concerned about additives and processed food. But a lot of it is also coming from Asia, mainly China and India, where there are problems providing clean tap water to rapidly growing cities. As a result, middle class families in those cities are now buying bottled water