Rising Plastic Prices to Pressure Soft Drink Prices?

Bottle-grade PET is up more than 21% from a year ago and more than 24% since late September, according to ICIS, which tracks petrochemicals data.

via Plastic Prices to Pressure Soda Prices – WSJ.com.

*Full link is behind the great wall of subscriber

Wonder how much this will crimp margins for Coke and Pepsi.

Questions:

Will prices go up?

How much will prices increase?

Will unit sales decrease faster than prices rise?

Will revenue increase fast enough to increase profits or will customer decline to buy at higher prices?

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