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Bottled Water and Cold Beverages Mixes - US - March 2014

“Offerings that stress hydration, health, and convenience will support increased bottled water consumption. Consumers remain price sensitive in the category, and with so many choices, value will be what consumers fall back on. Products with higher price points need to be justified through unique flavors and innovation to draw in new users. However, the ultimate goal should be easy accessibility in a variety of forms.”

– Elizabeth Sisel, Beverage Analyst

Some questions answered in this report include:

  • Still water sales growth has stalled - how can consumers be encouraged to continue purchasing?
  • With consumers drinking a variety of beverages and water products where do opportunities within the market lie?
  • How can brands stand out in a crowded market?
The bottled water and drink mix market has seen great success from recent health trends. However, consumers’ continued recovery from the economic recession and perceptions about possible environmental effects continue to challenge the category. This increases competition in the market, encouraging tap water consumption, interest in reusable vessels and filtration systems, and private label offerings.
 
However, bottled water and drink mixes continue to appeal to consumers for their convenience and innovation in providing a healthy drink replacement for sugary carbonated sodas and juices.
Manufacturers must continue to address the category’s drawbacks, which include sustainability and price sensitivity. However, bottled water and beverage mix companies also can take advantage of recent trends favoring low- and no-calorie beverages with new flavors and functional innovation.
 
For the purposes of this report, Mintel has used the following definitions: Mintel covers the US market for bottled water as defined by the IBWA (International Bottled Water Association). The IBWA defines bottled water as water sealed in a sanitary container to be sold for human consumption. This water may be artificially purified or tapped from a natural spring, may be still or sparkling (carbonated), flavored or unflavored. For this report, Mintel has segmented the bottled water market as follows:
 
Convenience/PET still bottled water – including flavored and unflavored Sparkling bottled water – including flavored and unflavored Jug/bulk still bottled water
 
Private label still and sparkling waters are shown as separate segments due to lack of sufficient data to allocate them to the different segments. In addition, this report includes a special supplement on the sales, marketing strategies, and consumer use of powdered and liquid beverage mix products, including Crystal Light and MiO, as it relates to water consumption.
 
Excluded from this report are water sold from bulk dispensers or coolers; water sold in foodservice; and home or office water delivery.

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Table of contents

  1. Scope and Themes

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

                    • The market
                      • Bottled water market growth projected to continue
                        • Figure 1: Total US sales and fan chart forecast of bottled water, at current prices, 2008-18
                      • Cold drink mix market sales forecast to increase with focus on health, new launches
                        • Figure 2: Total US sales and fan chart forecast of drink mixes, at current prices, 2008-18
                      • Sparkling water growth continues as convenience/PET stalls
                        • Figure 3: Total US retail sales and forecast of bottled water at current prices, 2008-13
                      • Market factors
                        • Drop in disposable personal income in 2013 challenged market
                          • Health concerns support new water initiatives, category exposure
                            • Beverage drink mix innovation supports bottled water sales
                              • Leading companies
                                • Figure 4: MULO share of bottled water sales, by leading companies, rolling 52 weeks 2013
                              • The consumer
                                • Tap water remains competition for bottled water market
                                  • Figure 5: Water and beverage mix consumption, January 2014
                                • Consumers drinking water for a healthier lifestyle
                                  • Figure 6: Reasons for consuming water, January 2014
                                • Consumers are drinking water for beverage replacement
                                  • Figure 7: Reasons for consuming water, January 2014
                                • Cold beverage mixes help consumers drink more water
                                  • Figure 8: Reasons for consuming beverage mixes, January 2014
                                • What we think
                                • Issues and Insights

                                    • High consumption of still water, but sales growth stalls
                                      • Issues
                                        • Insight
                                          • Consumers are drinking a variety of beverages and water products
                                            • Issues
                                              • Insight
                                                • Standing out in a crowded market
                                                  • Issues
                                                    • Insight
                                                    • Trend Applications

                                                        • Trend: Cool Vending
                                                          • Trend: The Big Issue
                                                            • Mintel Futures: Brand Intervention
                                                            • Market Size and Forecast – Bottled Water

                                                              • Key points
                                                                • Health helps drive bottled water market growth
                                                                  • Sales and forecast of US bottled water market
                                                                    • Figure 9: Total US sales and forecast of bottled water, at current prices, 2008-18
                                                                    • Figure 10: Total US sales and forecast of market, at inflation-adjusted prices, 2008-18
                                                                  • Fan chart forecast
                                                                      • Figure 11: Total US sales and fan chart forecast of bottled water, at current prices, 2008-18
                                                                  • Market Size and Forecast – Cold Drink Mixes

                                                                    • Key points
                                                                      • Cold drink mix category forecast to see steady increases through 2018
                                                                        • Sales and forecast of cold drink mixes
                                                                          • Figure 12: Total US retail sales and forecast of drink mixes, at current prices, 2008-18
                                                                          • Figure 13: Total US sales and forecast of drink mixes, at inflation-adjusted prices, 2008-18
                                                                        • Fan chart forecast
                                                                            • Figure 14: Total US sales and fan chart forecast of drink mixes, at current prices, 2008-18
                                                                        • Market Drivers

                                                                          • Key points
                                                                            • Drop in disposable personal income in 2013 challenged market
                                                                              • Figure 15: Real disposable personal income, February 2007-October 2013
                                                                            • Health concerns support new water initiatives, category exposure
                                                                              • Strong multicultural interest, population growth support market
                                                                                • Beverage drink mix innovation supports bottled water sales
                                                                                • Competitive Context

                                                                                  • Key points
                                                                                    • Tap water remains most consumed segment
                                                                                      • Figure 16: Tap water consumption, January 2014
                                                                                    • Increased interest in portable filtered water devices
                                                                                      • Environmental concerns support tap water use, filtration systems
                                                                                        • Bottled water usage continues to overlap with other non-alcoholic categories
                                                                                          • Figure 17: Non-alcoholic and alcoholic drink purchases, November 2013
                                                                                      • Segment Performance – Bottled Water

                                                                                        • Key points
                                                                                          • Sparkling water growth continues to skyrocket in estimated 2013
                                                                                            • Sales of bottled water, by segment
                                                                                              • Figure 18: Total US retail sales and forecast of bottled water at current prices, 2008-18
                                                                                            • Sparkling water gains market share from convenience/PET still water
                                                                                              • Sales of bottled water, by segment
                                                                                                • Figure 19: Total US retail sales of bottled water, by segment, at current prices, 2011 and 2013
                                                                                            • Segment Performance – Non-carbonated Bottled Water

                                                                                              • Key points
                                                                                                • Convenience/PET still water growth stalls in estimated 2013
                                                                                                  • Sales and forecast of convenience/PET still bottled water
                                                                                                    • Figure 20: Total US retail sales and forecast of convenience/PET still bottled water at current prices, 2008-18
                                                                                                  • Private label sees consistent growth, flavored water sales continue to dive
                                                                                                    • Sales and forecast of convenience/PET still bottled water
                                                                                                      • Figure 21: Total US retail sales and forecast of convenience/PET still bottled water, at current prices, 2008-13
                                                                                                    • Jug/bulk water sales remain stagnant
                                                                                                      • Sales and forecast of jug/bulk water
                                                                                                        • Figure 22: Total US retail sales and forecast of jug/bulk water, at current prices, 2008-18
                                                                                                    • Segment Performance – Sparkling Water

                                                                                                      • Key points
                                                                                                        • Sparkling water benefits from health trends, economic recovery
                                                                                                          • Sales and forecast of sparkling bottled water
                                                                                                            • Figure 23: Total US retail sales and forecast of sparkling bottled water, at current prices, 2008-18
                                                                                                          • Flavored sparkling water category grows sales, new launches
                                                                                                            • Sales and forecast of sparkling bottled water
                                                                                                              • Figure 24: Total US retail sales and forecast of sparkling bottled water, at current prices, 2008-13
                                                                                                          • Retail Channels

                                                                                                            • Key points
                                                                                                              • Other retail channel dominates sales, drug stores show strongest growth
                                                                                                                • Sales of bottled water, by channel
                                                                                                                  • Figure 25: US retail sales of bottled water, by channel, at current prices, 2008-13
                                                                                                                • All retail channels see sales growth from 2011-13
                                                                                                                  • Sales of bottled water, by channel
                                                                                                                    • Figure 26: US retail sales of bottled water, by channel, at current prices, 2011-13
                                                                                                                  • Income affects purchase location for bottled water
                                                                                                                    • Figure 27: Bottled water shopping behavior, by household income, January 2014
                                                                                                                  • Millennials versatile in beverage mix purchases
                                                                                                                    • Figure 28: Beverage mix shopping behavior, by generations, January 2014
                                                                                                                  • Enhanced waters see success in natural markets
                                                                                                                    • SPINS sales of bottled water
                                                                                                                      • Figure 29: Sales of bottled water, 2011-13
                                                                                                                    • Powdered drink mixes experience growth in natural channels
                                                                                                                      • SPINS sales of powdered drink mixes
                                                                                                                        • Figure 30: Sales of powdered drink mixes, 2011-13
                                                                                                                    • Leading Companies

                                                                                                                      • Key points
                                                                                                                        • Nestlé S.A. continues to lead bottled water category, but challenged by private label
                                                                                                                          • MULO sales of bottled water
                                                                                                                            • Figure 31: MULO sales of bottled water, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                          • Kraft Foods dominates the cold drink mix category
                                                                                                                            • MULO sales of drink mixes
                                                                                                                              • Figure 32: MULO sales of drink mixes, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                          • Brand Share – Unflavored Non-carbonated Water

                                                                                                                            • Key points
                                                                                                                              • Nestlé S.A. brands see declines, Coca-Cola brands on the upswing
                                                                                                                                • MULO sales of unflavored still water
                                                                                                                                  • Figure 33: MULO sales of unflavored still water, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                • Still unflavored bottled water brands go green
                                                                                                                                  • Still flavored water brands lose sales in 2013
                                                                                                                                    • MULO sales of flavored still water
                                                                                                                                      • Figure 34: MULO sales of flavored still water, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                    • Brand loyalty gap increasing between private label and branded products
                                                                                                                                      • Figure 35: Key purchase measures for the top brands of convenience/PET still water, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
                                                                                                                                    • Nestlé S.A., private label lead jug/bulk bottled water market
                                                                                                                                      • MULO sales of jug/bulk bottled water
                                                                                                                                        • Figure 36: MULO sales of jug/bulk water, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                      • Value, brand loyalty continue private label success
                                                                                                                                        • Figure 37: Key purchase measures for the top brands of jug/bulk still water, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
                                                                                                                                    • Brand Share – Sparkling Water

                                                                                                                                      • Key points
                                                                                                                                        • Nestlé sees sales gains, loses market share to other brands
                                                                                                                                          • MULO sales of unflavored sparkling water
                                                                                                                                            • Figure 38: MULO sales of unflavored sparkling water, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                          • Sparkling water segment continues to see growth
                                                                                                                                            • MULO sales of flavored sparkling water
                                                                                                                                              • Figure 39: MULO sales of flavored sparkling water, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                            • Branded sparkling drinks gain on private label’s household penetration
                                                                                                                                              • Figure 40: Key purchase measures for the top brands of convenience/PET still water, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
                                                                                                                                          • Brand Share – Drink Mixes

                                                                                                                                            • Key points
                                                                                                                                              • Kraft Foods brands dominate fruit drink mix segment
                                                                                                                                                • MULO sales of fruit drink mixes
                                                                                                                                                  • Figure 41: MULO sales of fruit drink mixes, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                                • Little brand competition for Kraft Foods in energy drink mix market
                                                                                                                                                  • MULO sales of energy drink mixes
                                                                                                                                                    • Figure 42: MULO sales of energy drink mixes, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                                  • PepsiCo losing sports drink market to MiO Fit, Powerade
                                                                                                                                                    • MULO sales of sports drink mixes
                                                                                                                                                      • Figure 43: MULO sales of sports drink mixes, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                                    • Tea brands enter liquid water enhancer market
                                                                                                                                                      • MULO sales of instant tea mixes
                                                                                                                                                        • Figure 44: MULO sales of instant tea mixes, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                                      • Crystal Light sees decreasing brand loyalty
                                                                                                                                                        • Figure 45: Key purchase measures for the top brands of drink mixes, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
                                                                                                                                                    • Innovations and Innovators

                                                                                                                                                      • Staying environmentally friendly
                                                                                                                                                        • Water escapes the bottle
                                                                                                                                                          • Premium offers a side of art
                                                                                                                                                          • Marketing Strategies

                                                                                                                                                            • Overview of the brand landscape
                                                                                                                                                              • New interactive campaigns
                                                                                                                                                                • Perrier invites consumers to the “Secret Place”
                                                                                                                                                                  • Figure 46: Perrier, Perrier Secret Place, April 2013
                                                                                                                                                                • San Pellegrino launches international campaign
                                                                                                                                                                  • Figure 47: San Pellegrino, “Three Minutes in Italy,” August 2013
                                                                                                                                                                • Evian’s “Roller Babies” goes viral
                                                                                                                                                                  • Figure 48: Evian, “baby&me,” April 2013
                                                                                                                                                                • Interesting partnership for Aquahydrate
                                                                                                                                                                  • Figure 49: Fiat, “Mirage,” February 2014
                                                                                                                                                                • Targeting kids
                                                                                                                                                                  • Kool-Aid launches new campaign alongside liquid enhancers
                                                                                                                                                                    • Pleasant Kids Water Flavored Enhancers
                                                                                                                                                                      • Aquafina FlavorSplash targets teens
                                                                                                                                                                        • Figure 50: Aquafina, “Austin Mahone – Aquafina FlavorSplash Commercial,” January 2014
                                                                                                                                                                      • Liquid mixes released
                                                                                                                                                                        • Skinnygirl Water Enhancers
                                                                                                                                                                          • Coca-Cola Minute Maid Drops
                                                                                                                                                                            • Coca-Cola Co. Powerade drops
                                                                                                                                                                              • Teas enters liquid water enhancer market
                                                                                                                                                                              • Social Media – Bottled Water and Cold Beverage Mixes

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Key social media metrics
                                                                                                                                                                                    • Figure 51: Key performance indicators, Feb. 3, 2013-Feb. 2, 2014
                                                                                                                                                                                  • Market overview
                                                                                                                                                                                    • Brand usage and awareness
                                                                                                                                                                                        • Figure 52: Brand usage and awareness of bottled water and cold beverage mix brands, January 2014
                                                                                                                                                                                      • Interaction with brands
                                                                                                                                                                                        • Figure 53: Interaction with bottled water and cold beverage mix brands, January 2014
                                                                                                                                                                                      • Online conversations
                                                                                                                                                                                        • Figure 54: Online mentions, selected bottled water and cold beverage mix brands, Feb. 3, 2013-Feb. 2, 2014
                                                                                                                                                                                      • Where are people talking about bottled water and cold beverage mix brands?
                                                                                                                                                                                        • Figure 55: Mentions by page type, selected bottled water and cold beverage mix brands, Feb. 3, 2013-Feb. 2, 2014
                                                                                                                                                                                      • What are people talking about online?
                                                                                                                                                                                          • Figure 56: Mentions by topic of conversation, bottled water and cold beverage mix brands, Feb. 3, 2013-Feb. 2, 2014
                                                                                                                                                                                        • Brand analysis
                                                                                                                                                                                          • Aquafina
                                                                                                                                                                                            • Figure 57: Aquafina key social media indicators, February 2014
                                                                                                                                                                                            • Figure 58: Selected Aquafina Twitter mentions, Dec. 4, 2013
                                                                                                                                                                                          • MiO
                                                                                                                                                                                            • Figure 59: MiO key social media indicators, February 2014
                                                                                                                                                                                          • SoBe Lifewater
                                                                                                                                                                                            • Figure 60: SoBe Lifewater key social media indicators, February 2014
                                                                                                                                                                                          • Perrier
                                                                                                                                                                                            • Figure 61: Perrier key social media indicators, February 2014
                                                                                                                                                                                          • Dasani Drops
                                                                                                                                                                                            • Figure 62: Dasani Drops key social media indicators, February 2014
                                                                                                                                                                                          • Sparkling Ice
                                                                                                                                                                                            • Figure 63: Sparkling Ice key social media indicators, February 2014
                                                                                                                                                                                        • Consumer Section – Still Bottled Water Usage and Preferences

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Millennials over index for still bottled water usage
                                                                                                                                                                                              • Millennials significantly more likely to drink enhanced non-carbonated waters
                                                                                                                                                                                                  • Figure 64: Water and beverage mix consumption – Any consumption, by generations, January 2014
                                                                                                                                                                                                • Households with children consume significantly more still water beverages
                                                                                                                                                                                                    • Figure 65: Water and beverage mix consumption – Any consumption, by presence of children in household, January 2014
                                                                                                                                                                                                  • Men, young consumers drink more still water
                                                                                                                                                                                                    • Figure 66: Adult volume consumption of non-carbonated bottled spring water, by brand, by gender and age, July 2012-September 2013
                                                                                                                                                                                                • Consumer Section – Sparkling Water Usage and Preferences

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Young men primary sparkling water consumers
                                                                                                                                                                                                      • Figure 67: Water and beverage mix consumption – Any consumption, by gender and age, January 2014
                                                                                                                                                                                                    • Unflavored sparkling water has higher consumption than flavored with adult respondents
                                                                                                                                                                                                        • Figure 68: Water and beverage mix consumption – Any consumption, by generations, January 2014
                                                                                                                                                                                                      • Sparkling water consumption highest among households with children
                                                                                                                                                                                                          • Figure 69: Water and beverage mix consumption – Any consumption, by presence of children in household, January 2014
                                                                                                                                                                                                        • Men consume the most sparkling water beverages
                                                                                                                                                                                                          • Figure 70: Adult volume consumption of sparkling water/seltzers/natural sodas, by brand, by gender and age, July 2012-September 2013
                                                                                                                                                                                                      • Consumer Section – Drink Mixes Usage and Preferences

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Millennials top cold beverage mix consumers
                                                                                                                                                                                                              • Figure 71: Water and beverage mix consumption – Any consumption, by generations, January 2014
                                                                                                                                                                                                            • Women aged 55+ consume significantly more mixes than men aged 55+
                                                                                                                                                                                                              • Figure 72: Water and beverage mix consumption – Any consumption, by gender and age, January 2014
                                                                                                                                                                                                            • Children influence drink mix purchases
                                                                                                                                                                                                              • Households with children have greater mix drink consumption
                                                                                                                                                                                                                • Figure 73: Water and beverage mix consumption – Any consumption, by presence of children in household, January 2014
                                                                                                                                                                                                              • Households with children prefer sugar over sugar-free mixes
                                                                                                                                                                                                                • Figure 74: Household consumption of powdered soft drinks, by type, by presence of children in household, July 2012-September 2013
                                                                                                                                                                                                              • Kids are finding less of their favorite drink mix brands at home
                                                                                                                                                                                                                • Figure 75: Kid consumption of powdered soft drinks, by presence in household, April 2008-June 2013
                                                                                                                                                                                                            • Consumer Section – Important Attributes for Bottled and Sparkling Water

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Value important for unflavored still water
                                                                                                                                                                                                                  • Functionality important for flavored offerings over unflavored
                                                                                                                                                                                                                    • Figure 76: Important water attributes, January 2014
                                                                                                                                                                                                                  • Multipacks of single-serve offerings preferred
                                                                                                                                                                                                                    • Figure 77: Important water attributes, January 2014
                                                                                                                                                                                                                • Consumer Section – Reasons for Purchasing Bottled Water

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Health, hydration most important reasons for water consumption
                                                                                                                                                                                                                      • Figure 78: Lifestyle reasons for consuming water, by generations, January 2014
                                                                                                                                                                                                                    • Women aged 55+ top consumers of water for health
                                                                                                                                                                                                                      • Figure 79: Lifestyle reasons for consuming water, by gender and age, January 2014
                                                                                                                                                                                                                    • Millennials consume water as a drink replacement
                                                                                                                                                                                                                      • Figure 80: Drink replacement reasons for consuming water, by generations, January 2014
                                                                                                                                                                                                                  • Consumer Section – Reasons for Purchasing Drink Mixes

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Respondents use drink mixes for flavors, increasing water consumption
                                                                                                                                                                                                                          • Figure 81: Reasons for consuming beverage mixes, by age, January 2014
                                                                                                                                                                                                                      • Consumer Section – Attitudes and Behaviors toward Bottled and Sparkling Water and Drink Mixes

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Older consumers want hydration and health, younger users want functionality
                                                                                                                                                                                                                              • Figure 82: Attitudes toward water and/or beverage mixes, by gender and age, January 2014
                                                                                                                                                                                                                            • Concern with environmental effects of bottled water continues
                                                                                                                                                                                                                                • Figure 83: Attitudes toward water and/or beverage mixes, by generations, January 2014
                                                                                                                                                                                                                              • Millennials interested in refillable, at-home water products
                                                                                                                                                                                                                                  • Figure 84: Attitudes toward water and/or beverage mixes, by generations, January 2014
                                                                                                                                                                                                                              • Race and Hispanic Origin

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                  • Multicultural users more active across water products
                                                                                                                                                                                                                                    • Drink mixes see interest from Black, Hispanic populations
                                                                                                                                                                                                                                      • Figure 85: Water and beverage mix consumption – Any consumption, by race and Hispanic origin, January 2014
                                                                                                                                                                                                                                  • Appendix – Market Drivers

                                                                                                                                                                                                                                    • Health and lifestyle
                                                                                                                                                                                                                                      • Figure 86: American adults by weight category as determined by body mass index (BMI), 2008-Oct. 28, 2013
                                                                                                                                                                                                                                    • Childhood and teen obesity – highest in decades
                                                                                                                                                                                                                                        • Figure 87: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                                                                                      • Consumer confidence
                                                                                                                                                                                                                                        • Figure 88: University of Michigan’s index of consumer sentiment (ICS), 2007-14
                                                                                                                                                                                                                                      • Unemployment
                                                                                                                                                                                                                                        • Figure 89: US unemployment rate, by month, 2002-14
                                                                                                                                                                                                                                        • Figure 90: US unemployment and underemployment rates, 2007-14
                                                                                                                                                                                                                                        • Figure 91: Number of employed civilians in US 2007-14
                                                                                                                                                                                                                                      • Retail channels
                                                                                                                                                                                                                                        • Figure 92: Distribution of expenditures on food for off-premise consumption, by channel, 1993-2012
                                                                                                                                                                                                                                      • Racial, ethnic population growth
                                                                                                                                                                                                                                          • Figure 93: US population by race and Hispanic origin, 2009, 2014, and 2019
                                                                                                                                                                                                                                          • Figure 94: Households with children, by race and Hispanic origin of householder, 2013
                                                                                                                                                                                                                                        • Shifting US demographics
                                                                                                                                                                                                                                          • Figure 95: US population, by age, 2009, 2014, and 2019
                                                                                                                                                                                                                                          • Figure 96: US households, by presence of own children, 2003-13
                                                                                                                                                                                                                                      • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                                          • Figure 97: Water and beverage mix consumption, January 2014
                                                                                                                                                                                                                                          • Figure 98: Water and beverage mix consumption (nets), January 2014
                                                                                                                                                                                                                                          • Figure 99: Water and beverage mix consumption – Any more consumption, by gender and age, January 2014
                                                                                                                                                                                                                                          • Figure 100: Water and beverage mix consumption – Any consumption, by drink replacement reasons for consuming water, January 2014
                                                                                                                                                                                                                                          • Figure 101: Lifestyle reasons for consuming water, by important product qualities for bottled water, January 2014
                                                                                                                                                                                                                                          • Figure 102: Lifestyle reasons for consuming water, by important product qualities for bottled water, January 2014
                                                                                                                                                                                                                                          • Figure 103: Lifestyle reasons for consuming water, by important packaging attributes from bottled water, January 2014
                                                                                                                                                                                                                                          • Figure 104: Water and beverage mix shopping behaviors, January 2014
                                                                                                                                                                                                                                          • Figure 105: Bottled water shopping behavior, by gender and age, January 2014
                                                                                                                                                                                                                                          • Figure 106: Bottled water shopping behavior, by generations, January 2014
                                                                                                                                                                                                                                          • Figure 107: Beverage mix shopping behavior, by gender and age, January 2014
                                                                                                                                                                                                                                          • Figure 108: Important packaging attributes from bottled water – Flavored carbonated water, by presence of children in household, January 2014
                                                                                                                                                                                                                                          • Figure 109: Important packaging attributes from bottled water – Unflavored carbonated water, by presence of children in household, January 2014
                                                                                                                                                                                                                                          • Figure 110: Important packaging attributes from bottled water – Unflavored non-carbonated water, by gender and age, January 2014
                                                                                                                                                                                                                                          • Figure 111: Reasons for consuming beverage mixes, by lifestyle reasons for consuming water, January 2014
                                                                                                                                                                                                                                          • Figure 112: Reasons for consuming beverage mixes, by drink replacement reasons for consuming water, January 2014
                                                                                                                                                                                                                                          • Figure 113: Attitudes toward water and/or beverage mixes, January 2014
                                                                                                                                                                                                                                          • Figure 114: Attitudes toward water and/or beverage mixes, by gender and age, January 2014
                                                                                                                                                                                                                                          • Figure 115: Attitudes toward water and/or beverage mixes, by presence of children in household, January 2014
                                                                                                                                                                                                                                      • Appendix – Social Media

                                                                                                                                                                                                                                        • Brand usage or awareness
                                                                                                                                                                                                                                          • Figure 116: Brand usage or awareness, January 2014
                                                                                                                                                                                                                                          • Figure 117: Aquafina usage or awareness, by demographics, January 2014
                                                                                                                                                                                                                                          • Figure 118: SoBe Lifewater usage or awareness, by demographics, January 2014
                                                                                                                                                                                                                                          • Figure 119: Perrier usage or awareness, by demographics, January 2014
                                                                                                                                                                                                                                          • Figure 120: Sparkling Ice usage or awareness, by demographics, January 2014
                                                                                                                                                                                                                                          • Figure 121: MiO usage or awareness, by demographics, January 2014
                                                                                                                                                                                                                                          • Figure 122: Dasani Drops usage or awareness, by demographics, January 2014
                                                                                                                                                                                                                                        • Activities done
                                                                                                                                                                                                                                          • Figure 123: Activities done, January 2014
                                                                                                                                                                                                                                          • Figure 124: Aquafina – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
                                                                                                                                                                                                                                          • Figure 125: Aquafina – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
                                                                                                                                                                                                                                          • Figure 126: Aquafina – Activities done – I follow/like the brand on social media because, by demographics, January 2014
                                                                                                                                                                                                                                          • Figure 127: Aquafina – Activities done – I have researched the brand on social media to, by demographics, January 2014
                                                                                                                                                                                                                                          • Figure 128: SoBe Lifewater – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
                                                                                                                                                                                                                                          • Figure 129: SoBe Lifewater – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
                                                                                                                                                                                                                                          • Figure 130: SoBe Lifewater – Activities done – I follow/like the brand on social media because, by demographics, January 2014
                                                                                                                                                                                                                                          • Figure 131: SoBe Lifewater – Activities done – I have researched the brand on social media to…, by demographics, January 2014
                                                                                                                                                                                                                                          • Figure 132: Perrier – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
                                                                                                                                                                                                                                          • Figure 133: Perrier – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
                                                                                                                                                                                                                                          • Figure 134: Perrier – Activities done – I follow/like the brand on social media because, by demographics, January 2014
                                                                                                                                                                                                                                          • Figure 135: Perrier – Activities done – I have researched the brand on social media to…, by demographics, January 2014
                                                                                                                                                                                                                                          • Figure 136: Sparkling Ice – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
                                                                                                                                                                                                                                          • Figure 137: Sparkling Ice – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
                                                                                                                                                                                                                                          • Figure 138: Sparkling Ice – Activities done – I have researched the brand on social media to…, by demographics, January 2014
                                                                                                                                                                                                                                          • Figure 139: MiO – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
                                                                                                                                                                                                                                          • Figure 140: MiO – Activities done – I have researched the brand on social media to…, by demographics, January 2014
                                                                                                                                                                                                                                          • Figure 141: Dasani Drops – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
                                                                                                                                                                                                                                          • Figure 142: Dasani Drops – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
                                                                                                                                                                                                                                          • Figure 143: Dasani Drops – Activities done – I have researched the brand on social media to..., by demographics, January 2014
                                                                                                                                                                                                                                        • Online mentions
                                                                                                                                                                                                                                          • Figure 144: Online mentions, selected bottled water and cold beverage mix brands, Feb. 3, 2013-Feb. 2, 2014
                                                                                                                                                                                                                                      • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                                                                                                          • Information Resources Inc. Consumer Network Metrics
                                                                                                                                                                                                                                          • Appendix – Trade Associations

                                                                                                                                                                                                                                            Bottled Water and Cold Beverages Mixes - US - March 2014

                                                                                                                                                                                                                                            US $3,995.00 (Excl.Tax)