2. Soda sales are losing their fizz (1 point) Health-conscious consumers are buying less soda, especially diet sodas flavored with artificial sweeteners, which some consider risky... It's a concern on the mind of Pepsico CEO Indra Nooyi, who told investors in October that her company has seen "a fundamental shift in consumer habits and behaviors..." Industry watchers say the trend began about 10 years ago and is primarily driven by increasingly health-conscious consumers looking for ways to cut back on sugar and sugar substitutes... CNNMoney, December 10, 2013 Use a S/D model to graphically illustrate and explain the changes taking place in the market for soda.