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Blacks and Non-Alcoholic Beverages - US - April 2012

According to the U.S. Census Bureau, the Black population is expected to reach 42.6 million by 2016, an 11.3% increase from 2006. Currently at $957 billion, Black spending power is expected to climb to $1.3 trillion by 2015. Higher education levels, and the resulting higher paying jobs, are the primary drivers behind this increasing purchasing power. Blacks are becoming an increasingly influential consumer group, and with their higher-than-average consumption of a variety of non-alcoholic beverages, marketers of these products should understand the methods in which to engage Black consumers.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market
                        • Market factors
                          • Figure 1: Types of beverage preferred by consumers, by race/Hispanic origin, July 2010-September 2011
                        • Black teens
                          • Figure 2: Types of beverage preferred by teens, by race, April 2010-June 2011
                        • Expenditure on non-alcoholic beverages
                          • Figure 3: Average expenditures by consumer units on non-alcoholic beverages, by Blacks and other race, 2006-16
                        • Retail channels
                          • Figure 4: Preferred retailer when purchasing non-alcoholic beverages, by age, December 2011
                        • The consumer
                          • U.S. Black population
                            • Figure 5: Population, by race/Hispanic origin, 2006-16
                          • Beverage characteristics consumers look for
                            • Figure 6: Preferences when choosing beverages, by gender and age, December 2011
                          • Attitudes toward beverages
                            • Figure 7: Correspondence map, December 2011
                          • What we think
                          • Issues in the Market

                              • What factors affect Black consumers’ purchase of non-alcoholic beverages?
                                • What do Black consumers consider when purchasing non-alcoholic beverages?
                                  • How are retail channels influencing Black consumers’ non-alcoholic beverage purchases?
                                  • Insights and Opportunities

                                    • Expand the beverage scope
                                      • Beverages are not just for young Black consumers
                                      • Inspire Insights

                                          • Trend: “Premiumization and Indulgence”
                                            • Trend: “Non-Standard Society”
                                            • The Consumer

                                              • Key points
                                                • Household expenditure
                                                  • Figure 8: Average expenditures by consumer units on non-alcoholic beverages, by Blacks and other race, 2006-10
                                                  • Figure 9: Indexed average expenditures for non-alcoholic beverages, by Blacks and other race, 2006-10
                                                • Types of beverage preferred by adults
                                                    • Figure 10: Types of beverage preferred by consumers, by race/Hispanic origin, July 2010-September 2011
                                                  • Black teens enjoy many beverages
                                                    • Figure 11: Types of beverage preferred by teens, by race, April 2010-June 2011
                                                  • Types of beverage purchased by Blacks
                                                    • Coffee and tea are most consumed by older Black women
                                                        • Figure 12: Beverages purchased, by gender and age, December 2011
                                                      • Beverage purchases vary by household income
                                                          • Figure 13: Beverages purchased, by household income, December 2011
                                                        • Attitudes toward beverage choices
                                                            • Figure 14: Correspondence map, December 2011
                                                            • Figure 15: Attitudes toward beverages, December 2011
                                                          • Impact of recession on beverage purchase behavior
                                                            • Black consumers are looking to save money on beverages
                                                                • Figure 16: Beverage purchasing habits, by gender and age, December 2011
                                                              • Blacks of all economic strata are turning to sales
                                                                  • Figure 17: Beverage purchasing habits, by household income, December 2011
                                                              • Coffee and Tea

                                                                • Key points
                                                                  • Expenditure on coffee and tea
                                                                    • Figure 18: Average expenditures by Blacks and other race consumer units on coffee and tea, 2006-10
                                                                    • Figure 19: Average expenditures by consumer units on coffee and tea, indexed to all consumer units, 2006-10
                                                                  • Household consumption of coffee and/or tea
                                                                    • Figure 20: Consumption of coffee and/or tea, by race/Hispanic origin, July 2010-September 2011
                                                                  • Blacks’ consumption of coffee
                                                                    • Frequency and average per day
                                                                      • Figure 21: Likelihood of drinking coffee and frequency, by gender and age, December 2011
                                                                    • Young and middle-aged Black men consume the most cups
                                                                      • Figure 22: Average number of cups of coffee drank by Black consumers on an average day, by gender and age, December 2011
                                                                    • Middle-aged Blacks most likely to be drinking more coffee at home
                                                                      • Figure 23: Coffee drinking habits, by gender and age, December 2011
                                                                    • Household income has little effect on coffee-drinking habits
                                                                      • Figure 24: Coffee drinking habits, by household income, December 2011
                                                                    • Attitudes toward coffee
                                                                      • Figure 25: Attitudes toward coffee, by gender and age, December 2011
                                                                    • Regular tea
                                                                      • Figure 26: Likelihood of consuming regular tea (in bags or packages) and preferred brands, by gender and age, July 2010-September 2011
                                                                    • Iced tea
                                                                      • Figure 27: Likelihood of consuming iced tea (ready-to-drink) and preferred brands, by gender and age, July 2010-September 2011
                                                                  • Milk and Meal Replacement Beverages

                                                                    • Key points
                                                                      • Household consumption of milk
                                                                        • Figure 28: Likelihood of consuming milk and average number of cups or glasses of milk consumed per household, by race/Hispanic origin, July 2010-September 2011
                                                                        • Figure 29: Type of milk (liquid in bottles and cartons) consumed by Black households, by the presence of children in household, July 2010-September 2011
                                                                      • Blacks’ attitudes toward milk and protein beverages
                                                                        • Both soy and whole milk are considered healthy
                                                                          • Figure 30: Attitudes toward dairy/dairy substitute beverages, December 2011
                                                                        • Energy, excitement, and convenience
                                                                          • Figure 31: Attitudes toward milk and protein beverage choices by type of beverage, by gender and age, December 2011
                                                                        • Non-dairy cream substitutes
                                                                          • Figure 32: Likelihood of household consumption of non-dairy cream substitutes (to put in coffee or on cereal) and preferred brands, by race/Hispanic origin, July 2010-September 2011
                                                                      • Soft Drinks

                                                                        • Key points
                                                                          • Carbonated beverages
                                                                            • Expenditure on carbonated beverages
                                                                              • Figure 33: Average expenditures by Blacks and other race consumer units on carbonated beverages, 2006-10
                                                                              • Figure 34: Average expenditures by consumer units on carbonated beverages, indexed to all consumer units, 2006-10
                                                                            • Consumers of carbonated beverages
                                                                              • Figure 35: Types of carbonated beverage preferred by consumers, by race/Hispanic origin, July 2010-September 2011
                                                                            • Young Black women are prime consumers of soda
                                                                              • Figure 36: Types of carbonated beverage preferred by Black consumers, by age and gender, July 2010-September 2011
                                                                            • Cola brand preferences differ by region
                                                                              • Figure 37: Regular cola drinks (carbonated, non-diet) and brands consumed by Blacks in the last seven days, by region, July 2010-September 2011
                                                                              • Figure 38: Faygo carbonated soft drink, 2008
                                                                              • Figure 39: Shasta Tiki punch carbonated soft drink, 2004
                                                                            • Young Black women index highest for many non-cola sodas
                                                                              • Figure 40: Other regular carbonated (non-cola) soft drinks (non-diet) consumed by Blacks in the last seven days, by gender and age, July 2010-September 2011
                                                                            • Powdered soft drinks
                                                                              • Figure 41: Household consumption of powdered soft drinks and preferred brands, by race/Hispanic origin, July 2010-September 2011
                                                                          • Juices

                                                                            • Key points
                                                                              • Expenditure on fruit and vegetable juices
                                                                                • Figure 42: Average expenditures by Blacks and other race consumer units on fruit and vegetable juices, 2006-10
                                                                                • Figure 43: Average expenditures by consumer units on fruit and vegetable juices, indexed to all consumer units, 2006-10
                                                                              • Household consumption of juices
                                                                                • Figure 44: Household consumption of juices, by race/Hispanic origin, July 2010-September 2011
                                                                              • Orange juice
                                                                                • Figure 45: Household consumption of orange juice in bottles, cans or cartons and prefer brands, by presence of children in the home, July 2010-September 2011
                                                                              • Other fruit juices and drinks
                                                                                • Figure 46: Household consumption of other fruit juices and drinks (excluding carbonated drinks, orange, tomato, and vegetable juice) and preferred brands, by presence of children in household, July 2010-September 2011
                                                                              • Preferred flavors
                                                                                • Figure 47: Preferred flavors of other fruit juices and drinks (excluding carbonated drinks, orange, tomato and vegetable juice), by presence of children in household, July 2010-September 2011
                                                                            • Bottled Water, Energy and Sports Drinks

                                                                              • Key points
                                                                                • Bottled water
                                                                                  • Many Blacks drink non-carbonated bottled water
                                                                                    • Figure 48: Types of bottled water consumed by race/Hispanic origin, July 2010-September 2011
                                                                                  • Black women are the most likely to consume bottled water
                                                                                    • Figure 49: Types of bottled water consumed by Blacks, by gender and age, July 2010-September 2011
                                                                                  • Young Black women like flavored bottled water
                                                                                    • Figure 50: Types of bottled water consumed by Blacks, by gender and age, July 2010-September 2011
                                                                                  • Energy drinks
                                                                                    • Young and middle-aged Blacks consume energy drinks
                                                                                      • Figure 51: Likelihood of consuming energy drinks, by gender and age, July 2010-September 2011
                                                                                    • Brand preferences differ by age
                                                                                      • Figure 52: Likelihood of consuming energy drinks and preferred brands, by age, July 2010-September 2011
                                                                                    • Thirst quencher and sports/activity drinks
                                                                                      • Figure 53: Likelihood of consuming thirst quencher and sports/activity drinks and preferred brands, by age, July 2010-September 2011
                                                                                  • The Shopping Experience

                                                                                    • Key points
                                                                                      • Product characteristics that impact purchasing decisions
                                                                                        • Figure 54: Preferences when choosing beverages, by gender and age, December 2011
                                                                                      • Retail channels
                                                                                        • Household income only slightly impacts preferred retail channels
                                                                                          • Figure 55: Stores shopped for non-alcoholic beverages, by household income, December 2011
                                                                                        • Household size impacts preferred retail channels
                                                                                          • Figure 56: Preferred retailer when purchasing non-alcoholic beverages, by number of person/people per household, December 2011
                                                                                        • Young Blacks purchase at c-stores
                                                                                          • Figure 57: Preferred retailer when purchasing non-alcoholic beverages, by age, December 2011
                                                                                        • Beverages purchased at convenience stores
                                                                                          • Larger households may not always have savings in mind
                                                                                            • Figure 58: Non-alcoholic beverages purchased at convenience stores by Black consumers, by number of person/people in the household, December 2011
                                                                                          • Age impacts beverage purchases at c-stores
                                                                                            • Figure 59: Non-alcoholic beverages purchased at convenience stores by Black consumers, by age, December 2011
                                                                                        • Marketing Strategies

                                                                                          • Key points
                                                                                            • Attitudes toward beverage advertising
                                                                                              • Figure 60: Attitudes toward beverage advertising, by gender and age, December 2011
                                                                                            • TV advertising
                                                                                              • 7 UP
                                                                                                • Figure 61: 7 UP, TV ad, October 2011-March 2012
                                                                                              • Fanta
                                                                                                • Figure 62: Fanta, TV ad, April 2011
                                                                                              • Capri Sun
                                                                                                • Figure 63: Capri Sun, TV ad, April- September 2011
                                                                                              • Gatorade
                                                                                                • Figure 64: Gatorade, TV ad, August-September 2011
                                                                                              • Ozarka Natural Spring Water
                                                                                                • Figure 65: Ozarka Natural Spring Water, TV ad, April-June 2011
                                                                                              • International Delight
                                                                                                • Figure 66: International Delight, TV ad, February-April 2012
                                                                                              • TruMoo Chocolate Milk
                                                                                                • Figure 67: TruMoo Chocolate Milk, TV ad, December 2011
                                                                                              • Online strategies
                                                                                                • Coca-Cola
                                                                                                  • My Coke Rewards “Pay it Forward”
                                                                                                    • Figure 68: Apprenticeship Experience with a Celebrity History Maker, online ad, March 2012
                                                                                                  • McDonald’s 365 Black
                                                                                                    • Figure 69: McDonald’s 365 Black, online ad, March 2012
                                                                                                • U.S. Black Population

                                                                                                  • Key points
                                                                                                      • Figure 70: Population, by race and Hispanic origin, 2006-16
                                                                                                      • Figure 71: Population, by race/Hispanic origin, 1970-2020
                                                                                                      • Figure 72: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                    • Age
                                                                                                      • Generations by race
                                                                                                        • Figure 73: Generations, by race/Hispanic origin, 2011
                                                                                                      • Black population by age
                                                                                                        • Figure 74: U.S. Black population, by age, 2006-16
                                                                                                        • Figure 75: Population, by age, 2006-16
                                                                                                      • U.S. Black geographic concentration
                                                                                                        • Figure 76: Black geographic concentration, by region, 2007
                                                                                                      • Black population by state
                                                                                                        • Figure 77: Top 10 states with largest Black population, 2010
                                                                                                        • Figure 78: Top 10 states with largest Black population, 2008
                                                                                                      • Population by geographic concentration
                                                                                                        • Figure 79: States/regions with the highest share of Black residents, 2008
                                                                                                      • Black metros
                                                                                                        • Figure 80: Metropolitan status of Black households, 2006 and 2011
                                                                                                        • Figure 81: Top 10 states ranked by change in black population, 2000-2010
                                                                                                        • Figure 82: Top 10 metropolitan areas with the largest number of Black residents, 2010
                                                                                                      • Black purchasing power
                                                                                                        • Black income
                                                                                                          • Figure 83: Median household income, by race and Hispanic origin of householder, 2010
                                                                                                          • Figure 84: Household income distribution for all households and Black households, 2010
                                                                                                        • Income of Black households versus total U.S. households
                                                                                                          • Figure 85: Share of Black households with incomes of $50K or more versus total U.S. households, 2002 and 2008
                                                                                                        • Purchasing power by race/Hispanic origin
                                                                                                          • Figure 86: Purchasing power, by race/Hispanic origin, 1990-2015
                                                                                                          • Figure 87: Purchasing power, by race/Hispanic origin, 1990-2015
                                                                                                          • Figure 88: Top 10 states/regions with the largest share of Black buying power, 2010
                                                                                                          • Figure 89: Top 10 states, by rate of growth of Black buying power, 1990-2010
                                                                                                        • Affluent Blacks
                                                                                                          • Black households
                                                                                                            • Figure 90: Average household size, by race/Hispanic origin/race of householder, 2001 and 2008
                                                                                                            • Figure 91: Presence and ages of children in the household, by race/Hispanic origin, 2011
                                                                                                            • Figure 92: Marital status, by race and Hispanic origin, 2011
                                                                                                          • Country of origin/heritage
                                                                                                            • African immigrants
                                                                                                              • Caribbean immigrants
                                                                                                                • Geographic location
                                                                                                                • Appendix—Other Useful Information

                                                                                                                    • Figure 93: Fruit juice flavors consumed, by gender and age, July 2010-September 2011
                                                                                                                    • Figure 94: Dairy and dairy replacement drinks consumed, by gender and age, July 2010-September 2011
                                                                                                                    • Figure 95: Non-alcoholic beverages purchased by stores shopped (supermarket, Walmart, convenience store, mass merchandiser, and gas station), December 2011
                                                                                                                    • Figure 96: Non-alcoholic beverages purchased by stores shopped (drug store, club store, vending machine, and natural food store), December 2011
                                                                                                                • Appendix—Trade Associations

                                                                                                                  Companies Covered

                                                                                                                  • Cadbury Schweppes Americas Confectionery
                                                                                                                  • Coca-Cola Company (The) (USA)
                                                                                                                  • Del Monte Foods
                                                                                                                  • Dr Pepper Snapple Group, Inc.
                                                                                                                  • Ferolito, Vultaggio & Sons
                                                                                                                  • Gatorade
                                                                                                                  • Jones Soda Co.
                                                                                                                  • McDonald's U.S.A.
                                                                                                                  • Nestlé USA
                                                                                                                  • Ocean Spray Cranberries, Inc
                                                                                                                  • Odwalla Inc.
                                                                                                                  • Pepsi-Cola North America
                                                                                                                  • Rockstar Inc.
                                                                                                                  • Seneca Foods Corporation
                                                                                                                  • Sunkist Growers, Inc.
                                                                                                                  • Tropicana Products Inc.
                                                                                                                  • Veryfine Products, Inc.

                                                                                                                  Blacks and Non-Alcoholic Beverages - US - April 2012

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