For the 12th year in a row, soda sales in the United States have dropped, with 2016 sales dropping by 1.2 percent, according to a report made by trade publication Beverage Digest. The decrease is thought to have occurred because of consumers wanting healthier choices and the sugar taxes that were made to reduce diabetes and obesity.

The World Health Organization, the U.S. Food and Drug Administration, and the American Heart Association have recommended reducing sugar intake in the diet by drinking soda less.

The consumption of soda and energy drinks has gone down to around 642 8-ounce servings last year, which is the lowest it has been since 1985. Despite this, the total sales dollars rose by two percent to $80.6 billion as soda companies pushed for sales of smaller packs at higher prices per ounce, while not advertising as much on large discount packs.

Most soda companies, like Coca Cola and Pepsi, have relied on smaller pack sizes and premium packaging to push sales into developing markets and began marketing more alternative non-carbonated choices and drinks that have less or no sugar in them. These tactics come as new sugar taxes are being passed in the U.S. and Europe.