The tide is rising for bottled water. The better-for-you beverage’s popularity is gaining ground on its sugary and carbonated counterparts. As a result, soda sales, in particular, have failed to pop like they did in past years.

The number of adults who drank five or more glasses of diet cola, other carbonated diet drinks and regular cola fell by double-digit percentages.

There are 60 million adults who consumed an average of at least one glass of bottled still water per day in the past seven days and these consumers offer attractive possibilities for food and beverage marketers, according to findings published by market research publisher Packaged Facts in the report “Bottled Water in the U.S.”