Soft Drink Industry Structure. The illusion of diversity: visualizing ownership in the soft drink industryPhil Howard,1 Chris Duvall2 and Kirk Goldsberry3August, 2010 BackgroundThree firms control 89% of US soft drink sales [1].
This dominance is obscured from us by the appearance of numerous choices on retailer shelves. Steve Hannaford refers to this as "pseudovariety," or the illusion of diversity, concealing a lack of real choice [2].