Abstract
This report is the second in a two-part series on the beverage market. It provides a consumer-centric view of the current market, trends and future opportunities. More specifically, the report addresses the following issues:
- How shifts in the demographic composition of the U.S. are shaping the future of the beverage market
- Which demographic groups have helped drive growth and innovation of specific categories such as bottled water and energy drinks
- Trends in use of various beverages including soda, milk, juice and energy drinks, and how likely usage will increase or decrease in the future
- Which groups are especially heavy consumers of soda, bottled water, energy drinks, milks and other beverages, and how should marketers and product developers target these groups
- How usage varies between race/ethnicity and age segments, and what groups are of particular high value to soft drink, juice and other beverage manufacturers
- Where people typically shop for and purchase beverages
- The proportion of consumers that purchase beverages for immediate consumption and those that purchase beverages for at home consumption
- What decision-making criteria have the most influence on beverage purchase decisions
- How consumers define the healthiness of various beverages
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