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Black Consumers and Non-Alcoholic Beverages - US - December 2017

Black consumers are estimated to spend $10.9 billion dollars on non-alcoholic beverages in 2017, a 2.3% increase vs 2016. Carbonated beverages rank first in sales among Black households, even while these consumers switch to healthier as well as naturally sweet beverages to quench their thirst and please their palate. Black consumers like to see a wide breadth of new and innovative beverages where they usually shop, and are willing to try them, if they are familiar with the brand and product flavors. Black consumers are a prime prospect to showcase natural flavors and sweeteners that taste just as good, but are healthier options for them and their families to drink.

This report examines the following issues:

  • Black household spend on beverages will reach $10.9 billion in 2017
  • Black consumers are substituting artificial ingredients for natural and organic beverages
  • Healthier beverage consumption is a concern for all Black consumers

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • The issues
            • Black household spend on beverages will reach $10.9 billion in 2017
              • Figure 1: Black household spending on non-alcoholic beverages* at current prices, 2012-17
            • Black consumers are substituting artificial ingredients for natural and organic beverages
              • Figure 2: Black consumers’ non-alcoholic beverage purchase change, October 2017
            • Healthier beverage consumption is a concern for all Black consumers
              • Figure 3: Non-alcoholic beverage purchase influencers, barriers, and perceptions – Health, October 2017
            • The opportunities
              • Showcase healthier beverages options on Black consumers’ terms
                • Figure 4: Non-alcoholic beverage purchase influencers, barriers, and perceptions – Attributes and familiarity, October 2017
              • Create awareness of new and innovative beverages, where they already shop
                • Figure 5: Non-alcoholic beverage purchase influencers and perceptions – Shopping, October 2017
              • What it means
              • The Market – What You Need to Know

                • Black households to spend $10.9 billion on non-alcoholic beverages
                  • Bottled water sales growth outpaces other categories
                    • Carbonated soft drink sales are falling among Black consumers
                    • The Black Population by the Numbers

                      • Black population totals 43.3 million people
                        • Figure 6: Total US and Black population estimates, 2012-22
                      • One quarter of the Black population are children
                        • Figure 7: Black population by age, 2017
                      • Black median household income lower than the average, but middle class percentages are on par
                        • Figure 8: US median household income distribution, by race and Hispanic origin, 2016
                      • Black population is concentrated in the South
                        • Figure 9: Distribution of the Black population, by census region, 2015
                    • Market Size

                      • Black household estimated spend on non-alcoholic beverages increased 11.4% between 2012-17
                        • Figure 10: Expenditures on non-alcoholic beverages, by Black and total, at current prices, 2012-17
                    • Market Breakdown

                      • Carbonated soft drinks and bottled water lead non-alcoholic drink sales
                        • Figure 11: Expenditures on non-alcoholic beverages, by Black and total, by segment, at current prices, 2012-17
                      • Black consumer consumption of “healthier” drink options expected to increase
                        • Figure 12: Black consumer expenditures on non-alcoholic beverages, by segment, at current prices, 2015 and 2017
                    • Market Factors

                      • Black adults drink almost twice as much fruit juice in comparison to the average
                        • Figure 13: Prevalence of consumption of regular soda and fruit drinks ≥1 times/day among adults by race/Hispanic origin, 2012
                      • Black adults drink the greatest number, highest percentage of calories from sweetened beverages
                        • Figure 14: Average calories from sugar-sweetened beverages among adults, by gender and by race/Hispanic origin, 2011-14
                        • Figure 15: Average percentage of daily caloric intake from sugar-sweetened beverages, by gender and by race/Hispanic origin, 2011-14
                      • Black teens more likely to drink sweetened beverages in comparison to White and Hispanic teens
                        • Figure 16: Percentage of high school students beverage consumption, by race/Hispanic origin, 2010
                      • Soda consumption declines, juice emerges as drink of choice for Black teens
                        • Figure 17: Percentage of high school students’ daily soda, milk, and juice consumption, by race/Hispanic origin, 2007-15
                    • Key Players – What You Need to Know

                      • Black adults, teens drink more regular soft drinks than the general market, but reject diet soda
                        • Black consumers drink 100% fruit juice for its naturally-sweetened taste
                          • Iced tea, aka “sweet tea,” is a Southern staple in Black households across the country
                            • Local government-imposed taxes on sweetened beverages impact sales
                              • Contaminated municipal water sources in predominately Black communities causes concern nationwide
                              • What’s Happening with Carbonated Beverages

                                • Carbonated beverages are a household favorite among Black adults and teens
                                  • Figure 18: Carbonated beverage consumption among Black adults and teens, and total adults and teens, April 2016-May 2017
                                • Regular carbonated beverages are preferred over diet
                                  • Figure 19: Carbonated beverage consumption, by type, among Black adults and teens, indexed to all, April 2016-May 2017
                                • Coca-Cola edges out Pepsi as the preferred cola among Black consumers
                                  • Figure 20: Carbonated cola consumption by brand among Black adults and teens, indexed to total, April 2016-May 2017
                                • Black consumers drive flavored carbonated soda consumption
                                  • Figure 21: Top ten other carbonated soda drink consumption, by brand among Black adults and teens, indexed to total, April 2016-May 2017
                                  • Figure 22: Sprite 2016 Lyrical Collection, September 2016
                              • What’s Happening with Bottled Water

                                • Most Black consumers drink regular flat water, but over index on drinking flavored options
                                  • Figure 23: Bottled water consumption, by type, Black adults, indexed to total, April 2016-May 2017
                                • Almost half of Black consumers prefer Pepsi’s Aquafina water
                                  • Figure 24: Leading non-carbonated water brands, Black adults, indexed to all, April 2016-May 2017
                                • Seagram’s and Canada Dry brands most likely favored for mixing with alcoholic beverages
                                  • Figure 25: Leading sparkling/seltzers/natural soda brands among Black adults, indexed to the total, April 2016-May 2017
                              • What’s Happening with Juice

                                • Black consumers are more likely to drink sweet fruit juices, juice drinks
                                  • Figure 26: Juice and juice drink consumption among Black adults, indexed to total, April 2016-May 2017
                                • Black consumers prefer name brand orange juice over store brands
                                  • Figure 27: Leading orange juice brands among Black adults, indexed to total, April 2016-May 2017
                                • Black consumers gravitate toward “healthy” and natural juice flavors
                                  • Figure 28: Top ten fruit juices/drink flavors among Black adults, indexed to total, April 2016-May 2017
                                • Grape and “red” flavors top Black consumers’ juice drink list
                                  • Figure 29: Top 15 juice drink brands among Black adults, indexed to total, April 2016-May 2017
                              • What’s Happening with Tea

                                • Brewed tea consumption on par with general market, but iced tea is a cultural favorite
                                  • Figure 30: Tea consumption by type among Black adults, indexed to total, April 2016-May 2017
                                • Most Black consumers drink regular Lipton and supplement with flavored tea
                                  • Figure 31: Regular tea brand consumption among Black adults, indexed to total, April 2016-May 2017
                                • Lipton brand recognition and consumption extends to iced tea
                                  • Figure 32: Iced tea brand consumption among Black adults, indexed to total, April 2016-May 2017
                              • What’s Happening with Coffee

                                • Black consumers drink coffee, but at lower levels vs the general market
                                  • Figure 33: Coffee consumption at home and on the go among Black adults, indexed to total, April 2017-May 2016
                                • Convenient, easy to prepare and flavored coffee is preferred
                                  • Figure 34: Types, forms and kinds of ground coffee consumption among Black adults, indexed to total, April 2016-May 2017
                                • Black consumers prefer mid-priced and restaurant coffee brands
                                  • Figure 35: Leading ground coffee brands among Black adults, indexed to total, April 2016-May 2017
                              • What’s Struggling?

                                • Natural disasters impact on juice production
                                • What’s Next?

                                  • Expansion of beverage taxes across the US
                                    • Figure 36: Beverage tax cost, implementation and end dates, taxed beverages and tax payee, 2017
                                    • Figure 37: The American Beverage Association, Can The Tax Cook County television commercial, September 2017
                                    • Figure 38: Illinois chapter of American Academy of Pediatrics - Cook County Sugar Sweetened Beverage Tax - Good For Kids!, September 2017
                                  • Quick service restaurants to offer healthy drink choices
                                    • Exposure to contaminated water may spur bottled water consumption
                                    • The Consumer – What You Need to Know

                                      • Bottled water and 100% juice purchases increased while regular soda purchases fell among Black consumers
                                        • Black consumers enjoy innovative beverage options new to the category
                                          • Product distribution and promotions have greatest impact on Black consumers’ beverage purchases
                                            • Beverages are consumed within conventional mealtimes
                                              • Beverage sugar content is the leading health concern
                                              • Black Consumers’ Beverage Purchase Change

                                                  • Healthy beverage options drive greatest purchase change
                                                      • Figure 39: Black consumers’ non-alcoholic beverage purchase change, October 2017
                                                    • Black men drink first for taste, then for health
                                                        • Figure 40: Black consumers’ non-alcoholic beverage purchase change – select items, by gender, October 2017
                                                      • 18-34s drink for taste and health benefits, older Black consumers’ preference unchanged
                                                        • Figure 41: Black consumers’ non-alcoholic beverage purchase change – select items, by age, October 2017
                                                      • Black parents buy healthy drinks for the kids and caffeine for themselves
                                                          • Figure 42: Black consumers’ non-alcoholic beverage purchase change – select items, by parental status, October 2017
                                                      • Attitudes toward Non-alcoholic Beverage Consumption

                                                          • New beverage products offer desired options
                                                            • Figure 43: Black consumers’ attitudes toward drinking non-alcoholic beverages, October 2017
                                                          • Upper-middle income Black adults demonstrate greater openness to new product trial
                                                            • Figure 44: Black consumers’ attitudes toward drinking non-alcoholic beverages, by household income, October 2017
                                                          • Black parents are influenced by their kids’ beverage choices
                                                            • Figure 45: Black consumers’ attitudes toward drinking non-alcoholic beverages, by parental status, October 2017
                                                          • Older kids have the greatest influence on their parents’ experimentation and purchase
                                                            • Figure 46: Black consumers’ attitudes toward drinking non-alcoholic beverages, by kids’ ages, October 2017
                                                        • Non-alcoholic Beverage Purchase Influencers

                                                            • Black consumers’ beverage purchases driven by shopping benefits
                                                              • Figure 47: Influencers for Black consumers’ non-alcoholic beverages purchases, October, 2017
                                                            • Married parents, mostly moms, try to appease the family
                                                              • Figure 48: Influencers for Black consumers’ non-alcoholic beverages purchases, by marital and parental status, October, 2017
                                                            • Upper-middle income Black consumers are willing to experiment with new beverages, but they must be healthy
                                                              • Figure 49: Influencers for Black consumers’ non-alcoholic beverages purchases, by household income, October, 2017
                                                            • 35-54s choose healthy beverages, with varying motivations
                                                              • Figure 50: Influencers for Black consumers’ non-alcoholic beverages purchases, by age, October, 2017
                                                          • Non-alcoholic Beverage Association by Occasion

                                                              • Black consumers drink beverages at traditional meal occasions
                                                                • Breakfast beverage choices driven by parents multitasking in the morning
                                                                  • Younger Black adults, mostly men, “snack” on beverages that give them fuel throughout the day
                                                                    • Black consumers split on lunchtime beverage consumption, some indulge, others opt for healthy choices
                                                                      • Dinnertime offers the greatest options for everyone in the household
                                                                        • Figure 51: Correspondence Analysis – Beverages by occasion, October 2017
                                                                        • Figure 52: Beverages by occasion, October 2017
                                                                    • Non-alcoholic Beverages Purchase Barriers

                                                                        • Beverage sugar content trumps health concerns
                                                                          • Figure 53: Non-alcoholic beverages purchase barriers for Black consumers, October 2017
                                                                        • Black women may buy healthier beverages if she’s aware of the benefits
                                                                          • Figure 54: Non-alcoholic beverages purchase barriers for Black consumers, by gender and age, October 2017
                                                                        • Parents must balance their product concerns with their family’s requests
                                                                          • Figure 55: Non-alcoholic beverages purchase barriers for Black consumers, by marital and parental status, October 2017
                                                                        • Black parents with younger children demonstrate the greatest concern over beverage content
                                                                          • Figure 56: Non-alcoholic beverages purchase barriers for Black consumers, by marital and parental status, October 2017
                                                                      • Perceptions of Non-alcoholic Beverages

                                                                          • Beverages are mostly consumed to complement meals
                                                                            • Figure 57: Black consumers’ perceptions of non-alcoholic beverages, October 2017
                                                                          • Black consumers buy beverages for their families to create enjoyable mealtimes
                                                                            • Figure 58: Black consumers’ perceptions of non-alcoholic beverages, by age, October 2017
                                                                          • Black parents with health concerns for their youngest children are willing to buy the best for them
                                                                            • Figure 59: Black consumers’ perceptions of non-alcoholic beverages, by children’s age, October 2017
                                                                          • More money = higher expectations
                                                                            • Figure 60: Black consumers’ perceptions of non-alcoholic beverages, by household income, October 2017
                                                                        • Appendix – Data Sources and Abbreviations

                                                                          • Data sources
                                                                            • Sales data
                                                                              • Consumer survey data
                                                                                • Abbreviations and terms
                                                                                  • Abbreviations
                                                                                  • Appendix – The Market

                                                                                      • Figure 61: Black consumer expenditures on non-alcoholic beverages, at current prices, 2012-17
                                                                                      • Figure 62: Black consumer expenditures on non-alcoholic beverages, by segment, at current prices, 2012-17
                                                                                      • Figure 63: Black consumer expenditures on non-alcoholic beverages, by segment, at current prices, 2015 and 2017
                                                                                  • Appendix – The Consumer

                                                                                      • Figure 64: Carbonated beverage consumption, Black adults vs all, April 2016-May 2017
                                                                                      • Figure 65: Carbonated beverage consumption, Black teens vs all, April 2016-May 2017
                                                                                      • Figure 66: Carbonated beverage consumption, by type, Black adults vs all, April 2016-May 2017
                                                                                      • Figure 67: Carbonated beverage consumption, by type, Black teens vs all, April 2016-May 2017
                                                                                      • Figure 68: Carbonated cola consumption by brand, Black adults vs all, April 2016-May 2017
                                                                                      • Figure 69: Carbonated cola consumption, by brand, Black teens vs all, April 2016-May 2017
                                                                                      • Figure 70: Other carbonated soda drink consumption, by brand, Black adults vs all, April 2016-May 2017
                                                                                      • Figure 71: Other carbonated soda drink consumption, by brand, Black teens vs all, April 2016-May 2017
                                                                                      • Figure 72: Bottled water consumption, Black adults vs all, April 2016-May 2017
                                                                                      • Figure 73: Non-carbonated bottled water consumption, by flavor, Black adults vs all, April 2016-May 2017
                                                                                      • Figure 74: Sparkling waters/seltzers/natural sodas bottled water consumption, by flavor, Black adults vs all, April 2016-May 2017
                                                                                      • Figure 75: Non-carbonated bottled water consumption, by brand, Black adults vs all, April 2016-May 2017
                                                                                      • Figure 76: Sparkling waters/seltzers/natural sodas bottled water consumption, by brand, Black adults vs all, April 2016-May 2017
                                                                                      • Figure 77: Juice and juice drink consumption, Black adults vs all, April 2016-May 2017
                                                                                      • Figure 78: Juice and juice drink consumption, Black adults indexed to total, April 2016-May 2017
                                                                                      • Figure 79: Orange juice (net) consumption, by type, Black adults vs all, April 2016-May 2017
                                                                                      • Figure 80: Orange juice (net) consumption, by brand, Black adults vs all, April 2016-May 2017
                                                                                      • Figure 81: Other fruit juices/drinks, fruit flavors used, among Black adults vs all, April 2016-May 2017
                                                                                      • Figure 82: Other fruit juices/drinks, by brand, Black adults vs all, April 2016-May 2017
                                                                                      • Figure 83: Tea consumption, Black adults indexed to total, April 2016 – May 2017
                                                                                      • Figure 84: Tea consumption, by type, Black adults vs all, April 2016-May 2017
                                                                                      • Figure 85: Regular tea consumption, by purpose used, Black adults vs all, April 2016-May 2017
                                                                                      • Figure 86: Regular tea consumption, by brand, Black adults vs all, April 2016-May 2017
                                                                                      • Figure 87: Iced tea (ready-to-drink) consumption, by brand, Black adults vs all, April 2016-May 2017
                                                                                      • Figure 88: Coffee consumption at home, Black adults vs all, April 2017-May 2016
                                                                                      • Figure 89: Coffee consumption on-the-go, Black adults vs all, April 2017-May 2016
                                                                                      • Figure 90: Coffee consumption at home, by type, Black adults vs all, April 2016-May 2017
                                                                                      • Figure 91: Ground/whole bean coffee consumption at home, by type, form and kind, Black adults vs all, April 2016-May 2017
                                                                                      • Figure 92: Ground/whole bean coffee consumption at home, by brand, Black adults vs all, April 2016-May 2017

                                                                                  Black Consumers and Non-Alcoholic Beverages - US - December 2017

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