Table of Contents
- Scope and ThemesWhat you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Bottom line
- Health concerns and desire for healthfulness drive market
- Functional component comes on strong
- Younger consumers, blacks and Hispanics drive the market
- Fruit juice and drinks treading water
- Bottled water has momentum
- Energy drinks contribute to robust sports and energy segment growth
- RTD tea gains on health and convenience; coffee rides "Starbucks" effect
- Major manufacturers expand NCB portfolio
- The leader board
- Retail distribution
- Supermarkets
- Wal-Mart
- Convenience stores
- Drug stores
- Consumers motivated by packaging, placement, and coupons to try new
beverages
- Focus on gender
- The future is bright
- Market Drivers
- Rising obesity incidence drives growth in RTD non-carbonated beverages
- Obesity among adults
- Figure 1: Percentage of population who are overweight or obese, 20-74
years of age, 1988-2004
- Figure 2: Incidence of people currently dieting or spending most of
their time trying to lose weight by dieting and counting calories of the
food they eat, 2002-06
- Figure 3: Incidence of drinking various beverages among respondents
currently dieting or trying to lose weight by dieting most of the time,
2002-06
- Figure 4: Per capita consumption of carbonated beverages, bottled water
and sports drinks, 2000-05
- Obesity among children--a shift away from soda to non-carbonated beverages
- Figure 5: Prevalence of obesity among children aged 6-19 years, by age,
1976-2004
- Figure 6: Incidence of soda and RTD NCB consumption among children aged
6-11, 2002-06
- Health and wellness trend drives growth in functional beverages
- Growing demand for B and other vitamins and minerals
- Antioxidants
- RTD non-carbonated beverages synchronize with consumer lifestyle
- A boost of energy
- Figure 7: Purpose of drinking energy drinks, February 2007
- Demographic influences
- Young adults drive the market
- Figure 8: Incidence of drinking RTD NCBs in the past seven days, by age,
January-October 2006
- Figure 9: U.S. population of young adults aged 18-34, by age, 2001-11
- Teens and children positively impact energy drinks market
- Figure 10: Incidence of drinking RTD non-carbonated drinks by adults,
teens and children,
- Figure 11: U.S. population of teens aged 12-17, 2001-11
- Blacks and Hispanics--key racial/ethnic demographics in the market
- Figure 12: Incidence of drinking RTD NCBs in the past seven days, by
race/ethnicity, January-October 2006
- Figure 13: Incidence of drinking select RTD non-carbonated beverages
among blacks and Hispanics, 2002-06
- Figure 14: Population, by race and Hispanic origin, 2001-11
- Figure 15: Hispanic and black purchasing power, 1990-2011
- Need for convenience--a key growth driver
- Market Size and Trends
- Market size
- Figure 16: Total U.S. FDM retail sales of RTD non-carbonated beverages,
- Figure 17: Average price per fluid ounce of various RTD non-alcoholic
beverages at FDM, 2006
- Wal-Mart estimate
- Figure 18: Number of regular stores and supercenters opened by Wal-Mart,
FY 2001-06
- Market trends
- Product proliferation--fruit juice and drinks lead the number of new
products
- Figure 19: New RTD non-carbonated beverage products, 2002-07
- Figure 20: New RTD non-carbonated beverages claims, 2002-07
- Market Segmentation
- Introduction
- Figure 21: RTD non-carbonated beverage sales through FDM*, segmented by
type, 2004 and 2006
- Fruit juice and drinks
- Figure 22: FDM sales of fruit juice and drinks, at current and constant
prices, 2001-06
- Figure 23: FDM volume sales and prices of organge juice, 2001-06
- Figure 24: Coca-Cola' s Simply Orange orange juice TV ad, 2006
- Bottled water
- Figure 25: FDM sales of bottled water, at current and constant prices,
2001-06
- Figure 26: Health perception of RTD non-carboanted beverages versus
soda, February 2007
- Figure 27: FDM per gallon price of convenience/PET bottled water for
various brands and private labels,
- Sports and energy drinks
- Figure 28: FDM sales of sports and energy drinks, at current and
constant prices, 2001-06
- Figure 29: FDM* sales of sports drinks and energy drinks, 2001-06
- Figure 30: Price comparison of single-serve and multipacks for Red Bull,
2007
- RTD tea and coffee
- Figure 31: FDM sales of RTD tea and coffee, at current and constant
prices, 2001-06
- Figure 32: FDM* sales of RTD tea and RTD coffee, 2001-06
- Figure 33: Average price per fluid ounce of various RTD non-alcoholic
beverages at FDM, 2006
- Supply Structure
- Major manufacturers expand non-carbonated beverage portfolio
- Merger and acquisition activity
- Expansion in distribution for small players
- Companies and brands
- Figure 34: FDM sales of major manufacturers in the RTD non-carbonated
beverage market in the U.S., 2004 and 2006
- Fruit juice and drinks
- Figure 35: Selected brand sales and market share of fruit juice and
drinks at FDM* in the U.S., 2004 and 2006
- Brand sales of bottled water
- Figure 36: Selected brand sales and market share of bottled water at
FDM* in the U.S., 2004 and 2006
- Sports and energy drinks
- Figure 37: Selected brand sales and market share of sports and energy
drinks at FDM* in the U.S.,
- RTD tea and coffee
- Figure 38: Selected brand sales and market share of RTD tea and coffee
at FDM* in the U.S., 2004 and 2006
- Advertising and Promotion
- Introduction
- Cadbury Schweppes North America
- Snapple
- Figure 39: Snapple Diet tea TV ad, 2006
- Figure 40: Snapple White tea TV ad, 2006
- The Coca-Cola Company
- Minute Maid
- Figure 41: Coca-Cola' s Minute Maid fruit juice, TV ad, 2006
- Simply Orange
- Figure 42: Coca-Cola' s Simply Orange orange juice TV ad, 2006
- Kraft Foods Inc.
- Figure 43: Kraft' s Capri Sun Fruit Waves TV ad, 2006
- Nestlé USAFigure 44: Nestlé' s juicy juice, two TV ads, 2006Ocean Spray
- Figure 45: Ocean Spray cranberry juice, TV ad, 2006
- PepsiCo Inc.
- Lipton
- Figure 46: Lipton Green Tea, TV ad, 2006
- Starbucks Frappuccino
- Figure 47: Starbucks Frappuccino, TV ad, 2006
- Retail Distribution
- Introduction
- Figure 48: U.S. retail sales of RTD non-carbonated beverages, by
channel, 2004 and 2006
- RTD non-carbonated beverage sales including Wal-Mart and convenience stores
- Figure 49: U.S. retail sales of RTD non-carbonated beverages, by
channel, 2006
- Supermarkets
- Figure 50: U.S. supermarket sales of RTD non-carbonated beverages, at
current and constant prices, 2001-06
- Figure 51: U.S. supermarket sales of RTD non-carbonated beverages, by
segment, 2001-06
- Drug stores
- Figure 52: U.S. drug store sales of RTD non-carbonated beverages, at
current and constant prices, 2001-06
- Figure 53: U.S. drug store sales of RTD non-carbonated beverages, by
segment, 2001-06
- Convenience stores
- Figure 54: U.S. convenience store sales of RTD non-carbonated beverages,
at current and constant prices, 2004-06
- Figure 55: U.S. mass merchandiser store sales of RTD non-carbonated
beverages, by segment, 2004-06
- The Consumer: RTD NCB Usage and Frequency of Use
- Summary
- Consumption of RTD non-carbonated beverages
- Frequency of drinking RTD non-carbonated beverages
- Teens and children
- Consumption of RTD non-carbonated beverages
- Figure 56: Types of RTD beverages consumed, 2002-06
- Figure 57: Incidence of drinking RTD NCBs in the past seven days, by
gender, January-October 2006
- Figure 58: Incidence of drinking RTD NCBs in the past seven days, by
age, January-October 2006
- Figure 59: Incidence of drinking RTD NCBs in the past seven days, by
income, January-October 2006
- Figure 60: Incidence of drinking RTD NCBs in the past seven days, by
race/ethnicity, January-October 2006
- Figure 61: Incidence of drinking select RTD non-carbonated beverages
among blacks and Hispanics, 2002-06
- Frequency of drinking RTD non-carbonated beverages
- Figure 62: Mean frequency of drinking select RTD NCBs in the past seven
days, 2002-06
- Figure 63: Mean frequency of drinking select RTD NCBs in the past seven
days, by gender,
- Figure 64: Mean frequency of drinking select RTD NCBs in the past seven
days, by age, January-October 2006
- Figure 65: Mean consumption of RTD NCBs in the past seven days, by
race/ethnicity, January-October 2006
- Teens and children
- Figure 66: Incidence of drinking RTD NCBs and soda by adults, teens, and
kids, Jan-Oct 2006
- The Consumer: RTD NCB and Soda Health Perceptions
- Summary
- Health perception of RTD non-carbonated beverages versus soda
- Figure 67: Health perception and lifestyle participation of RTD
non-carbonated beverages versus soda, February 2007
- Figure 68: Health perception of RTD non-carboanted beverages versus
soda, by gender, February 2007
- Figure 69: Health participation of RTD non-carboanted beverages versus
soda, part II,
- Figure 70: Health perception of RTD non-carboanted beverages versus
soda, by age, November 2006
- Figure 71: Health perception of RTD non-carboanted beverages versus
soda, part II, by age, November 2006
- The Consumer: RTD NCB Retail Channel Preferences
- Summary
- Choice of retail channel to purchase RTD non-carbonated beverages
- Figure 72: Choice of retail channel to purchase RTD non-carbonated
beverages, February 2007
- Figure 73: Choice of retail channel to purchase RTD juice, bottled water
and RTD tea, by age, February 2007
- Figure 74: Choice of retail channel to purchase RTD non-carbonated
beverages, part II, by age, February 2007
- Figure 75: Choice of retail channel to purchase RTD non-carbonated
beverages, by race/ethnicity, February 2007
- Figure 76: Choice of retail channel to purchase RTD non-carbonated
beverages, part II, by race/ethnicity, February 2007
- The Consumer: Reasons for Trying New Beverages
- Summary
- Reasons for trying new beverages
- Figure 77: Reasons for trying new beverages, by gender, February 2007
- Figure 78: Reasons for trying new beverages, by age, February 2007
- Figure 79: Reasons for trying new beverages, by race/ethnicity, February
2007
- Figure 80: Reasons for trying new beverages, by presence of children in
the household, February 2007
- Future and Forecast
- Future trends
- RTD non-carbonated beverages will thrive due to greater variety of
lifestyle participation
- Downward pressure on (plain) bottled water, energy drinks and sports
drinks prices
- Figure 81: FDM per gallon price of convenience/PET bottled water for
various brands and private labels, 2001-06
- Slower growth for energy drinks
- Figure 82: Caffeine content of selected beverages, 2006
- Protein-enhanced beverages
- Trend towards complete health management rather than complete weight
management
- Demographic influences
- Young adults and teens
- Figure 83: U.S. population of teens and young adults aged 12-34, by age,
2001-11
- Hispanics and blacks--promise for continued growth
- Figure 84: Population, by race and Hispanic origin, 2001-11
- Growing distribution for small but popular brands
- Market forecast
- RTD non-carbonated beverages
- Figure 85: Forecast of total U.S. FDM sales of RTD non-carbonated
beverages, at current and constant prices, 2006-11
- Fruit juice and drinks
- Figure 86: Forecast of U.S. FDM sales of fruit juice and drinks, at
current and constant prices, 2006-11
- Bottled water
- Figure 87: Forecast of U.S. FDM sales of bottled water, at current and
constant prices, 2006-11
- Sports and energy drinks
- Figure 88: Forecast of U.S. FDM sales of sports and energy drinks, at
current and constant prices, 2006-11
- RTD tea and coffee
- Figure 89: Forecast of U.S. FDM sales of RTD tea and coffee, at current
and constant prices, 2006-11
- Forecast factors
- Appendix: Trade Associations
- The American Beverage Association
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