New Delhi: Coca-Cola Co`s sales fell for the fourth straight quarter as demand for its fizzy drinks declined in Europe and a strong dollar eroded the value of sales in markets outside the United States, including Latin America. 


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Shares of the maker of Sprite soda and Minute Maid juices fell about 1 percent to $46 in premarket trading on Wednesday. 


Coke and rival PepsiCo Inc have been hurt as consumers increasingly turn health-conscious, cutting back on fizzy drinks and turning to teas, fruit juices and smoothies.


The rise in the dollar has also hit the companies, which have a sizeable presence in markets outside the United States, including China, Europe and Brazil.


The average value of the dollar rose 2.6 percent in the first quarter from a year earlier. The U.S. currency had risen 18 percent gain in the first three months of 2015.


Coke`s sales in Europe declined 1 percent to $1.20 billion in the quarter ended April 1, accounting for nearly 12 percent of total revenue.


The net income attributable to Coke`s shareholders fell 4.5 percent to $1.48 billion, or 34 cents per share.


Excluding items, Coke earned 45 cents per share, beating the average analyst estimate of 44 cents, according to Thomson Reuters.


Net operating revenue fell 4 percent to $10.28 billion.


Excluding the impact of acquisitions, divestitures and currency movements, total revenue rose 2 percent.