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...some industry experts, Coke's innovative project may be missing the point. Diet brands, for instance, are the fastest-growing soda segment. Coke has seven low-calorie versions of its cola, ranging from Caffeine-Free Diet Coke to Diet Coke with Lime; diet drinks make up 29% of the soda market, according to Beverage Digest. Pepsi earlier this year announced that Diet Pepsi would become its flagship brand, a tectonic shift. "Cola is the fastest-declining category, and for Coke to succeed, they need a new blueprint," says Phil Lempert, food-industry analyst and author of The Lempert Report...
...winds of fortune have lately favored people like Longcore because the economics finally make sense. Although wind accounts for only 0.5% of all the power generated in the U.S., a federal tax subsidy of 1.8¢ a kilowatt-hour (kW-h) has made it the nation's fastest-growing source of electrical power. The country had the capacity to generate 6,700 megawatts (MW) of wind-generated electricity last year, up from 2,500 MW in 2000. That's enough to electrify 1.6 million households annually, the equivalent of burning 9 million tons of coal...
...behavior in every market"--getting customers to pay up for premium brands. In China, Pernod just repositioned Chivas Regal with an 18-year-old edition--at twice the price of the 12-year-old--boosting sales 17% over the past six months. In the U.S., where tequila is the fastest-growing premium category, the company will launch Tèzon (named for the stone that pounds the agave plant in production) at $60 a bottle in January. Its wine portfolio, including Jacob's Creek, surges with more than 150 of Allied's Spanish wineries, particularly in the Rioja region. "Those...
...sound exactly highbrow, but getting physical can pay off. Over the next decade, the number of fitness and aerobics instructors will grow 44%, according to the U.S. Bureau of Labor Statistics (BLS), making exercise training one of the fastest-growing fields. (Bonus: a worker in China can't stretch your legs in the States.) "We eat too much and work too hard," notes Ron Clark, CEO of the National Federation of Professional Trainers. "We're not taking the time to educate ourselves on basics, like going for an occasional walk, so we'll hire someone else to tell us what...
...thing was that the gay (and gay-friendly) élite had gathered to raise money not for one of its established charities--the Human Rights Campaign, say, or the Democratic National Committee--but for an obscure organization that has quietly become one of the fastest-growing gay groups in the nation, the Point Foundation. Launched in 2001, Point gives lavish (often full-ride) scholarships to gay students. It is one of the few national groups conceived explicitly to help gay kids, and it is a leading example of how the gay movement is responding to the emergence this decade...