Possibly not a “backlash”… just consumers choosing to drink from an ever-expanding menu of beverages.
“Americans consumed less high-fructose corn syrup in 2011 than at any point since 1997, Bloomberg reported this week. The USDA estimates that the average American ate 131 calories worth of corn sweeteners a day this year, down 16 percent from 2007. The decline follows several years of bad press for high-fructose corn syrup. Some have attacked it as bad-tasting, while many have argued that eating it is bad for your health. One recent study suggested that the brains of people who ate lots of fructose don’t register as satiated, while another demonstrated a correlation between high-fructose corn syrup consumption and higher rates of type 2 diabetes.” [Huffington Post]