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Carbonated Beverages - US - August 2010

Overall, sales growth of carbonated soft drinks (CSDs) has been generally stagnant in recent years due to rising demand for bottled water, functional beverages (including energy drinks) and some better-for-you (BFY) alternatives. However, a few brands have reported impressive growth in the last year due in part to new distribution agreements. Some manufacturers are also positioning their brands to capitalize on emerging taste preferences, while others have created innovative new social media and brand community initiatives that are truly engaging customers in the brand, thereby driving growth and garnering loyalty. Clearly, this is a very competitive time in the CSD market, yet it is also one in which companies with a keen focus on consumer attitudes and behavior can reap significant profits. In order to provide insight that can be used to help inform new product development, product refinement and marketing efforts, this report addresses the following questions:

  • How have sales of CSDs fluctuated in recent years and how are they likely to change in the next five years?
  • Which categories compete directly with CSDs and how are changes in pricing and retail distribution impacting overall sales?
  • How are sales of seltzer/tonic water/club soda growing relative to sales of diet and regular carbonated soft drinks?
  • How are health and wellness, as well as economic trends impacting the market?
  • Who are the leading companies and what brands are performing well despite challenging market conditions?
  • How are changes in the incidence and frequency of use impacting overall sales?
  • How are perceptions of sweeteners including Stevia and High-Fructose Corn Syrup (HFCS) impacting sales?
  • What factors motivate consumers to drink soda?
  • What segments of the population continue to drink soda in large numbers and which are abandoning the category in greater numbers?

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Table of contents

  1. Scope and Themes

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

                        • Regular category popular but sales declining; seltzer posts strong growth
                          • Carbonated juice and energy among primary competitive threats
                            • Regular soda declines while diet soda and seltzer water/natural soda posts growth in FDMx
                              • Convenience stores and supermarket primary channels
                                • Wellness trend leveling off but still undermining growth of some brands
                                  • Diet Coke and Pepsi remain at top of diet segment
                                    • Schweppes, Canada Dry and Polar hold share in seltzer/tonic water/club soda segment
                                      • Usage among adults declining slowly; demand strong in 18-24 segment
                                        • Coke and Pepsi remain dominant but Dr Pepper Snapple Group posted impressive growth
                                          • More than one in three (38%) report drinking less soda than last year
                                            • Three in ten drinking less because of recession; proposed soda tax could drive down sales
                                              • Many concerned about sugar content and prefer natural sweeteners
                                                • Refreshment, taste and pairing with foods powerful usage drivers
                                                  • Incidence of use down among teens but amount consumed by day by users rose 2007-2009
                                                    • Kid usage declining but still high demand segment
                                                      • Incidence of use on the decline in all major race and ethnicity segments
                                                      • Insights and Opportunities

                                                        • All-natural zero-calorie sweeteners could revive the diet segment
                                                          • Build brand community
                                                            • Use eco-friendly packaging to appeal to green consumers
                                                            • Inspire Insights

                                                                • Trend 1: Do pop taxes work?
                                                                  • What’s it about
                                                                    • Implications for the soda industry
                                                                      • Trend 2: Soft drinks cause aging
                                                                        • What’s it about
                                                                          • What we have seen
                                                                            • Implications for the soda industry
                                                                            • Market Size and Forecast

                                                                              • Key points
                                                                                • Sales growth decelerated in recession due to price promotions and wellness trend
                                                                                  • Figure 1: U.S. sales and forecast of carbonated beverages, at current prices, 2005-15
                                                                                  • Figure 2: U.S. sales and forecast of carbonated beverages, at inflation-adjusted prices, 2005-15
                                                                              • Competitive Context

                                                                                • Key points
                                                                                  • Growing popularity of carbonated juices poses competition for soda
                                                                                    • Figure 3: Health perception of carbonated juice/juice drinks vs soda, by age, October/November 2009
                                                                                  • Energy drinks provide fizz as well as energy boost
                                                                                    • Walmart price cuts could create “discount mentality” that serves to drive down overall sales
                                                                                    • Segment Performance

                                                                                      • Key point
                                                                                        • Seltzer outperforms regular and diet soda as many seek healthier options
                                                                                          • Figure 4: FDMx sales and forecast of carbonated beverages, by segment, 2005-10
                                                                                          • Figure 5: FDMx sales of carbonated soft drinks, segmented by type, 2008 and 2010
                                                                                      • Segment Performance—Regular Carbonated Drinks

                                                                                        • Key points
                                                                                          • Low prices drive demand during recession
                                                                                            • Figure 6: FDMx sales and forecast of regular carbonated drinks, at current prices, 2005-15
                                                                                        • Segment Performance—Diet Carbonated Drinks

                                                                                          • Key point
                                                                                            • Sales of diet drinks follow trajectory similar to regular carbonated drinks
                                                                                              • Figure 7: FDMx sales and forecast of diet carbonated drinks, at current prices, 2005-15
                                                                                          • Segment Performance—Seltzer/Tonic Water/Club Soda

                                                                                            • Key point
                                                                                              • Seltzer/Tonic Water/Club Soda well positioned to capitalize on health and wellness trend
                                                                                                • Figure 8: FDMx sales and forecast of seltzer/tonic water/club soda, at current prices, 2005-15
                                                                                            • Retail Channels

                                                                                              • Key points
                                                                                                • FDMx and convenience stores
                                                                                                  • Mass outperforms other channels during economic downturn
                                                                                                    • Figure 9: Total U.S. sales of carbonated soft drinks, by retail channel, 2008 and 2010
                                                                                                  • Supermarkets perform relatively well due to frequent visits and value pricing
                                                                                                    • Figure 10: Supermarket sales of carbonated beverages, 2005-10
                                                                                                  • Convenience stores show declines due to price perceptions
                                                                                                    • Figure 11: U.S. sales of carbonated soft drinks at convenience stores, 2005-10
                                                                                                  • Mass merchandiser sales
                                                                                                    • Figure 12: U.S. sales of carbonated soft drinks at mass channel, 2005-10
                                                                                                  • Drug and other channel continues to produce modest gains
                                                                                                    • Figure 13: U.S. sales of carbonated soft drinks at other* channels, 2005-10
                                                                                                  • Natural channel
                                                                                                    • Natural channel overview
                                                                                                      • Sales of carbonated beverages in the natural channel
                                                                                                        • Figure 14: Natural supermarket sales of carbonated beverages, at current prices, 2008-10
                                                                                                        • Figure 15: Natural supermarket sales of carbonated beverages, at inflation-adjusted prices, 2008-10
                                                                                                      • Natural channel sales by segment
                                                                                                        • Figure 16: Natural supermarket sales of carbonated beverages, by segment, April 2008 and April 2010
                                                                                                      • Leading brands
                                                                                                        • Hansen’s Blue Sky Number One Brand
                                                                                                          • Reed’s also on Top
                                                                                                            • Organic soda sales shrink even smaller
                                                                                                            • Market Drivers

                                                                                                              • Key points
                                                                                                                • Incidence of health concerns hits plateau in 2009, as sales increase
                                                                                                                  • Figure 17: Incidence of presently watching/controlling diet, May 2004-June 2009
                                                                                                                  • Figure 18: Percentage of population aged 20 and over who are overweight or obese or extremely obese, 1988-2008
                                                                                                                • Childhood obesity reaches an all-time high
                                                                                                                  • Figure 19: Prevalence of obesity among children and adolescents, 2-19 years of age, 1976-2008
                                                                                                                • Concerns about fat and weight often shape purchase decision-making
                                                                                                                  • Figure 20: Reasons for watching/controlling diet, 2006 and 2009
                                                                                                                  • Figure 21: Attributes diet-watchers look for in food, 2006 and 2009
                                                                                                                • Incidence of and concern about obesity higher among boomers
                                                                                                                  • Figure 22: Prevalence of obesity and overweight among adults aged 20 years or older, by gender and age, 1999-2008
                                                                                                                  • Figure 23: U.S. population, by age, 2005-15
                                                                                                                • High unemployment and underemployment drives many to seek less expensive options
                                                                                                                  • Figure 24: U.S. unemployment and underemployment rate, January 2007-March 2010
                                                                                                                • Historically low levels of confidence discourage many from spending
                                                                                                                  • Figure 25: Consumer Sentiment Index, January 2007-March 2010
                                                                                                              • Leading Companies

                                                                                                                • Key point
                                                                                                                  • Dr Pepper Snapple Group achieves impressive growth with innovation and PepsiCo partnership
                                                                                                                    • Figure 26: FDMx sales of carbonated beverages for leading companies in the U.S., 2009-10
                                                                                                                • Brand Share—Regular Carbonated Drinks

                                                                                                                  • Key point
                                                                                                                    • Pepsi realizes some growth with Mountain Dew
                                                                                                                      • Figure 27: FDMx brand sales of regular carbonated drinks in the U.S., part 1, 2009-10
                                                                                                                    • Crush shows phenomenal growth as a result of partnership and high appeal with strong demand segments
                                                                                                                      • Figure 28: FDMx brand sales of regular carbonated drinks in the U.S., part 2, 2009- 2010
                                                                                                                  • Brand Share—Diet Carbonated Drinks

                                                                                                                    • Key points
                                                                                                                      • Coke Zero and Diet Mountain Dew reveal effective growth strategies in diet
                                                                                                                        • Figure 29: FDMx brand sales of diet carbonated drinks in the U.S., part 1, 2009-10
                                                                                                                    • Brand Share—Seltzer/Tonic Water/Club Soda

                                                                                                                      • Key points
                                                                                                                        • Polar and private label are driving growth in FDMx sales
                                                                                                                            • Figure 30: FDMx brand sales of seltzer/tonic water/club soda in the U.S., 2009 and 2010
                                                                                                                        • Brand Qualities

                                                                                                                          • Mountain Dew builds brand community through consumer participation
                                                                                                                            • Coke Zero
                                                                                                                            • Innovation and Innovators

                                                                                                                              • Key points
                                                                                                                                • Pace of new product introductions picks up in 2010
                                                                                                                                  • Figure 31: Number of new carbonated soft drinks product introductions in U.S., 2004-10
                                                                                                                                • Top claims in new carbonated drinks
                                                                                                                                  • Figure 32: Top claims in new carbonated soft drinks products in U.S., 2005-10
                                                                                                                                • Top flavors in new carbonated drinks
                                                                                                                                  • Figure 33: Top flavors in new carbonated soft drinks products in U.S., 2005-10
                                                                                                                                • Trend toward juice mixed carbonated drinks
                                                                                                                                  • Functional soda
                                                                                                                                    • Relaxation claims on the rise
                                                                                                                                      • Stevia and Agave appear in carbonated soda
                                                                                                                                        • All-natural and organic ingredients
                                                                                                                                          • Use of superfruit flavors—pomegranate, açaí...
                                                                                                                                            • Natural cane sugar soda on the rise
                                                                                                                                              • Limited edition soda
                                                                                                                                                • Packaging innovation include downsizing the can and green packaging
                                                                                                                                                • Marketing Strategies

                                                                                                                                                  • Overview
                                                                                                                                                    • Television ads
                                                                                                                                                      • Some companies emphasizing BFY options
                                                                                                                                                        • Figure 34: Cherry 7 Up Antioxidant TV ad, 2009
                                                                                                                                                        • Figure 35: Coke Minis, Pop poured into glass, TV ad, 2010
                                                                                                                                                      • Coke Zero uses masculine creative to pitch diet product, without alienating women
                                                                                                                                                        • Figure 36: Coke Zero (Coca-Cola Zero) clones, TV ad, 2010
                                                                                                                                                      • Use of television ads to engage consumers in online communities
                                                                                                                                                        • Figure 37: Mountain dew, DEWmocracy awaits your vote, TV ad, 2010
                                                                                                                                                        • Figure 38: Pepsi Refresh project: People have ideas, TV ad, 2010
                                                                                                                                                      • Social media efforts become more sophisticated
                                                                                                                                                        • Dr. Pepper
                                                                                                                                                          • MySpace
                                                                                                                                                            • Facebook
                                                                                                                                                              • Twitter
                                                                                                                                                                • YouTube.com
                                                                                                                                                                  • Coca-Cola
                                                                                                                                                                    • Facebook
                                                                                                                                                                      • Twitter
                                                                                                                                                                        • MySpace
                                                                                                                                                                          • YouTube
                                                                                                                                                                            • Pepsi
                                                                                                                                                                              • Facebook
                                                                                                                                                                                • YouTube
                                                                                                                                                                                  • Twitter
                                                                                                                                                                                    • 7UP
                                                                                                                                                                                      • Facebook
                                                                                                                                                                                        • Sprite
                                                                                                                                                                                          • Facebook
                                                                                                                                                                                            • Schweppes
                                                                                                                                                                                              • Facebook
                                                                                                                                                                                                • Twitter
                                                                                                                                                                                                • Carbonated Drinks Usage, Type and Frequency

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Regular soda usage slowly declining as more turn to BFY alternatives
                                                                                                                                                                                                      • Figure 39: Trends in the incidence of personal consumption of carbonated drinks, January 2005-December 2009
                                                                                                                                                                                                    • Incidence of use on the decline among men
                                                                                                                                                                                                      • Figure 40: Trends in individual consumption of soda, by gender, January 2005-December 2009
                                                                                                                                                                                                    • Incidence of use declining slowly among young adults
                                                                                                                                                                                                      • Figure 41: Trends in individual consumption of soda, by age group 18-34, January 2005-December 2009
                                                                                                                                                                                                    • Incidence of diet usage on the decline among the middle-aged
                                                                                                                                                                                                      • Figure 42: Trends in individual consumption of soda, by age group 35-54, January 2005-December 2009
                                                                                                                                                                                                    • Use of regular soda among the fast-growing 55+ segment on the decline
                                                                                                                                                                                                      • Figure 43: Trends in individual consumption of soda, by age group 55-65+, January 2005-December 2009
                                                                                                                                                                                                    • Drinkers consuming less per week
                                                                                                                                                                                                      • Figure 44: Trends in the mean consumption of carbonated drinks, January 2005-December 2009
                                                                                                                                                                                                    • Young adults still heavily over-index while affluents under-index
                                                                                                                                                                                                      • Figure 45: Mean consumption of soda, type of soda, by gender, age, household income, and households with children, November 2008-December 2009
                                                                                                                                                                                                  • Brand Usage

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Incidence of cola brand use continue to be flat
                                                                                                                                                                                                        • Figure 46: Trends in the incidence of using top regular cola brands (in 2009) among adults, January 2005-December 2009
                                                                                                                                                                                                      • Incidence of using non-cola beverages drives sales growth in regular soda category
                                                                                                                                                                                                        • Figure 47: Trends in the incidence of using top regular non-cola brands (in 2009) among adults, January 2005-December 2009
                                                                                                                                                                                                      • Coke Zero shows that diet brands need to be reinvigorated in order to grow
                                                                                                                                                                                                        • Figure 48: Trends in the incidence of using top diet/sugar free cola brands among adults, January 2005-December 2009
                                                                                                                                                                                                        • Figure 49: Trends in the incidence of using top diet/sugar free non-cola brands (in 2009) among adults, January 2005-December 2009
                                                                                                                                                                                                    • Changes in Usage of Soda During The Past Year

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Young adults much more likely to report increase in usage
                                                                                                                                                                                                          • Figure 50: Incidence of drinking more or less regular soda compared to a year ago, by age, April 2010
                                                                                                                                                                                                        • Households with children much more likely to report increased usage
                                                                                                                                                                                                          • Figure 51: Incidence of drinking more or less regular soda compared to a year ago, by presence of children, April 2010
                                                                                                                                                                                                        • Weight and High-Fructose Corn Syrup (HFCS) primary reasons for avoiding regular soda
                                                                                                                                                                                                          • Figure 52: Reasons for drinking less regular soda than a year ago, by gender, April 2010
                                                                                                                                                                                                        • Men more likely to report an increase in diet usage
                                                                                                                                                                                                          • Figure 53: Incidence of drinking more or less diet soda compared to a year ago, by gender, April 2010
                                                                                                                                                                                                        • Reasons for drinking less diet soda, compared to a year ago
                                                                                                                                                                                                          • Figure 54: Reasons for drinking less diet soda than a year ago, by gender, April 2010
                                                                                                                                                                                                      • Carbonated Soft Drinks: Attitudes and Motivations

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Most people have heard of soda tax and say they will drink less if cost rises
                                                                                                                                                                                                            • Figure 55: Economy and tax-related attitudes towards carbonated soft drinks, by gender, April 2010
                                                                                                                                                                                                          • Most think soda is unhealthy; users tend to be brand loyal
                                                                                                                                                                                                            • Figure 56: Health, brand, flavor, and diet soda marketing-related attitudes towards carbonated soft drinks, by gender, April 2010
                                                                                                                                                                                                            • Figure 57: Health, brand, flavor, and diet soda marketing-related attitudes towards carbonated soft drinks, by gender, April 2010
                                                                                                                                                                                                          • Packing and feminine image discourage use among a small number of men
                                                                                                                                                                                                            • Figure 58: Men’s attitudes towards diet carbonated soft drinks, April 2010
                                                                                                                                                                                                            • Figure 59: Men’s attitudes towards diet carbonated soft drinks, by age, April 2010
                                                                                                                                                                                                          • Young adults more likely to think soda tax can be good and less likely to pay the premium
                                                                                                                                                                                                            • Figure 60: Economy and tax-related attitudes towards carbonated soft drinks, by age, April 2010
                                                                                                                                                                                                        • Attitudes Toward Soda Sweeteners

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Many concerned about sugar content and prefer natural sweeteners
                                                                                                                                                                                                                • Figure 61: Attitudes towards sweeteners in soda, by gender, April 2010
                                                                                                                                                                                                              • Young adults tend to be somewhat less knowledgeable about sweeteners and more likely to avoid artificial low cal sweeteners
                                                                                                                                                                                                                • Figure 62: Attitudes towards sweeteners in soda, by age, April 2010
                                                                                                                                                                                                            • Why Soda Drinkers Drink Soda

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Refreshment, taste and pairings key usage drivers
                                                                                                                                                                                                                  • Figure 63: Why soda drinkers drink soda, by gender, April 2010
                                                                                                                                                                                                                • Young adults more likely to report impact of advertising and habit
                                                                                                                                                                                                                  • Figure 64: Why soda drinkers drink soda, by age, April 2010
                                                                                                                                                                                                              • The Teen Soda Consumer

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Incidence of teen use on the decline but users consume more than adults per day
                                                                                                                                                                                                                      • Figure 65: Trends in the incidence of teen personal consumption of carbonated drinks, January 2005-December 2009
                                                                                                                                                                                                                      • Figure 66: Mean consumption of soda, by type of soda drunk by teens, January 2005-December 2009
                                                                                                                                                                                                                    • Coca-Cola and Pepsi remain favorites among teens
                                                                                                                                                                                                                        • Figure 67: Trends in the incidence of using top regular cola brands among teens, January 2005-December 2009
                                                                                                                                                                                                                        • Figure 68: Trends in the incidence of using top regular non-cola (in 2009) brands among teens, January 2005-December 2009
                                                                                                                                                                                                                      • Coke Zero resonates with teens
                                                                                                                                                                                                                          • Figure 69: Trends in the incidence of using top diet/sugar free cola brands among teens, January 2005-December 2009
                                                                                                                                                                                                                          • Figure 70: Trends in the incidence of using top diet/sugar free non-cola brands (in 2009) among teens, January 2005-December 2009
                                                                                                                                                                                                                      • The Kid Soda Consumer

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Kid use remains high but reflects gradual decline observed among adults and teens
                                                                                                                                                                                                                            • Figure 71: Trends in the incidence of personal consumption of carbonated drinks among kids, January 2005-December 2009
                                                                                                                                                                                                                            • Figure 72: Trends in the mean frequency of drinking carbonated drinks among kids, January 2005-December 2009
                                                                                                                                                                                                                          • Preference for cherry-infused cola on the rise
                                                                                                                                                                                                                            • Figure 73: Brands of regular cola liked best by kids, January 2005-December 2009
                                                                                                                                                                                                                          • Parents becoming more hesitant to purchase kids’ favorite cola
                                                                                                                                                                                                                            • Figure 74: How often kids’ favorite colas are in the house, January 2005-December 2009
                                                                                                                                                                                                                          • Kids contribute to spike in Crush sales
                                                                                                                                                                                                                              • Figure 75: Trends in the other soft drinks preferred by kids, by top brands (in 2009), January 2005-December 2009
                                                                                                                                                                                                                            • Favorite non-cola also less frequently available in household
                                                                                                                                                                                                                              • Figure 76: How of often kids’ favorite other soft drinks are in the house, January 2005-December 2009
                                                                                                                                                                                                                          • Impact of Race/Hispanic Origin

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Declines seen in all major race segments; Asians significantly less likely to use
                                                                                                                                                                                                                                • Figure 77: Trends in individual consumption of soda, by race/Hispanic origin, January 2005-December 2009
                                                                                                                                                                                                                                • Figure 78: Mean consumption of soda, by type of soda, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                                                                                                              • Asians most likely to report increased usage of regular soda
                                                                                                                                                                                                                                • Figure 79: Incidence of drinking more or less regular soda compared to a year ago, by race/Hispanic origin, April 2010
                                                                                                                                                                                                                              • Hispanics most likely to report drinking less regular soda due to weight concerns while many blacks reduce consumption on doctor’s orders
                                                                                                                                                                                                                                • Figure 80: Reasons for drinking less regular soda than a year ago, by race/Hispanic origin, April 2010
                                                                                                                                                                                                                              • Blacks and Hispanics most likely to report increase in diet soda use
                                                                                                                                                                                                                                • Figure 81: Incidence of drinking more or less diet soda compared to a year ago, by race/Hispanic origin, April 2010
                                                                                                                                                                                                                            • Cluster Analysis

                                                                                                                                                                                                                                • Top-Poppers
                                                                                                                                                                                                                                  • Demographics
                                                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                                                        • Dieters
                                                                                                                                                                                                                                          • Demographics
                                                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                                                                • Regulars
                                                                                                                                                                                                                                                  • Demographics
                                                                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                                                                        • Cluster characteristics
                                                                                                                                                                                                                                                          • Figure 82: Carbonated beverages clusters, April 2010
                                                                                                                                                                                                                                                          • Figure 83: Incidence of drinking carbonated beverages, by carbonated beverages clusters, April 2010
                                                                                                                                                                                                                                                          • Figure 84: Health, brand, flavor, and diet soda marketing-related attitudes towards carbonated soft drinks, by carbonated beverages clusters, April 2010
                                                                                                                                                                                                                                                          • Figure 85: Economy and tax-related attitudes towards carbonated soft drinks, by carbonated beverages clusters, April 2010
                                                                                                                                                                                                                                                          • Figure 86: Attitudes towards sweeteners in soda, by carbonated beverages clusters, April 2010
                                                                                                                                                                                                                                                          • Figure 87: Why soda drinkers drink soda, by carbonated beverages clusters, April 2010
                                                                                                                                                                                                                                                        • Cluster demographics
                                                                                                                                                                                                                                                          • Figure 88: Carbonated beverages cluster, by gender, April 2010
                                                                                                                                                                                                                                                          • Figure 89: Carbonated beverages clusters, by age group, April 2010
                                                                                                                                                                                                                                                          • Figure 90: Carbonated beverages clusters, by household income, April 2010
                                                                                                                                                                                                                                                          • Figure 91: Carbonated beverages clusters, by race, April 2010
                                                                                                                                                                                                                                                          • Figure 92: Carbonated beverages clusters, by Hispanic origin, April 2010
                                                                                                                                                                                                                                                        • Cluster methodology
                                                                                                                                                                                                                                                        • Custom Consumer Groups

                                                                                                                                                                                                                                                          • Many women prefer diet, but kids often get regular soda
                                                                                                                                                                                                                                                              • Figure 93: Personal consumption of soda, by moms and non-moms, November 2008-December 2009
                                                                                                                                                                                                                                                              • Figure 94: Mean consumption of carbonated drinks, by moms and non-moms, November 2008-December 2009
                                                                                                                                                                                                                                                            • Blue-collar workers, struggling societies, and urban essence groups exhibit above-average regular soda consumption
                                                                                                                                                                                                                                                                • Figure 95: Mean consumption of carbonated drinks, by high use Mosaic segments, November 2008-December 2009
                                                                                                                                                                                                                                                              • Affluent Suburbia, Upscale America, and Rural Villages/Farm groups are key target for diet soda
                                                                                                                                                                                                                                                                  • Figure 96: Incidence of consumption of diet carbonated drinks, by affluent suburbia, upscale America and rural villages/farms groups, November 2008-December 2009
                                                                                                                                                                                                                                                                • Front-of-Pack calorie counts important when promoting diet products
                                                                                                                                                                                                                                                                    • Figure 97: Consumption of soda, by inclination to eat healthier, November 2008-December 2009
                                                                                                                                                                                                                                                                  • Most dieters use at least some zero or low calorie soda
                                                                                                                                                                                                                                                                    • Figure 98: Consumption of soda, by attitudes towards watching diet or dieting, November 2008-December 2009
                                                                                                                                                                                                                                                                • SymphonyIRI/Builders Panel Data—Key Household Purchase Measures

                                                                                                                                                                                                                                                                    • Overview of carbonated beverages
                                                                                                                                                                                                                                                                      • Regular soft drinks: Consumer insights on key purchase measures
                                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                                          • Figure 99: Brand map, selected brands of regular soft drinks, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                                          • Figure 100: Key purchase measures for the top brands of regular soft drinks, by household penetration, 2009*
                                                                                                                                                                                                                                                                        • Low-calorie soft drinks: Consumer insights on key purchase measures
                                                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                                                            • Figure 101: Brand map, selected brands of low-calorie soft drinks, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                                                              • Figure 102: Key purchase measures for the top brands of low-calorie soft drinks, by household penetration, 2009*
                                                                                                                                                                                                                                                                          • Appendix: SymphonyIRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                                                            • Appendix– Additional Race and Hispanic Origin Tables

                                                                                                                                                                                                                                                                              • Proposed tax and recession
                                                                                                                                                                                                                                                                                • Figure 103: Economy and tax-related attitudes towards carbonated soft drinks, by race/Hispanic origin, April 2010
                                                                                                                                                                                                                                                                              • Health, brand, soda flavor, and diet soda marketing
                                                                                                                                                                                                                                                                                • Figure 104: Health, brand, flavor, and diet soda marketing-related attitudes towards carbonated soft drinks, by race/Hispanic origin, April 2010
                                                                                                                                                                                                                                                                              • Men and diet soda
                                                                                                                                                                                                                                                                                • Figure 105: Men’s attitudes towards diet carbonated soft drinks, by race/Hispanic origin, April 2010
                                                                                                                                                                                                                                                                              • Attitude toward soda sweeteners
                                                                                                                                                                                                                                                                                • Figure 106: Attitudes towards sweeteners in soda, by race/Hispanic origin, April 2010
                                                                                                                                                                                                                                                                              • Why soda drinkers drink soda
                                                                                                                                                                                                                                                                                • Figure 107: Why soda drinkers drink soda, by race/Hispanic origin, April 2010
                                                                                                                                                                                                                                                                            • Appendix – Trade Associations

                                                                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                                                                              • American Beverage Association, The
                                                                                                                                                                                                                                                                              • American Medical Association (AMA)
                                                                                                                                                                                                                                                                              • Beverage Digest
                                                                                                                                                                                                                                                                              • Bill Communications, Inc.
                                                                                                                                                                                                                                                                              • Centers for Disease Control and Prevention
                                                                                                                                                                                                                                                                              • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                                                                              • ConAgra Foods, Inc
                                                                                                                                                                                                                                                                              • Corn Refiners Association, Inc.
                                                                                                                                                                                                                                                                              • Cott Beverages
                                                                                                                                                                                                                                                                              • Dr Pepper Snapple Group, Inc.
                                                                                                                                                                                                                                                                              • Electronic Arts, Inc
                                                                                                                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                                                                                                                              • Family Dollar Stores, Inc
                                                                                                                                                                                                                                                                              • Food and Drug Administration
                                                                                                                                                                                                                                                                              • Hansen Natural Corporation
                                                                                                                                                                                                                                                                              • Harris Teeter, Inc
                                                                                                                                                                                                                                                                              • IZZE Beverage Co.
                                                                                                                                                                                                                                                                              • Jones Soda Co.
                                                                                                                                                                                                                                                                              • McDonald's U.S.A.
                                                                                                                                                                                                                                                                              • McNeil Consumer Nutritionals UK Ltd
                                                                                                                                                                                                                                                                              • MTV Networks
                                                                                                                                                                                                                                                                              • MySpace.com
                                                                                                                                                                                                                                                                              • National Association of Beverage Retailers (NABR)
                                                                                                                                                                                                                                                                              • National Automatic Merchandising Association (NAMA)
                                                                                                                                                                                                                                                                              • National Beverage Corp.
                                                                                                                                                                                                                                                                              • National Soft Drink Association
                                                                                                                                                                                                                                                                              • Pepsi-Cola North America
                                                                                                                                                                                                                                                                              • PepsiCo Inc
                                                                                                                                                                                                                                                                              • Rabobank Group
                                                                                                                                                                                                                                                                              • Red Bull North America, Inc.
                                                                                                                                                                                                                                                                              • Reuters Group PLC
                                                                                                                                                                                                                                                                              • Safeway Inc
                                                                                                                                                                                                                                                                              • Stagnito Communications Inc.
                                                                                                                                                                                                                                                                              • Sunkist Growers, Inc.
                                                                                                                                                                                                                                                                              • Target Corporation
                                                                                                                                                                                                                                                                              • The New York Times Company
                                                                                                                                                                                                                                                                              • Trader Joe's Company Inc
                                                                                                                                                                                                                                                                              • Twitter, Inc.
                                                                                                                                                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                              • U.S. Bureau of the Census
                                                                                                                                                                                                                                                                              • U.S. Department of Agriculture
                                                                                                                                                                                                                                                                              • University of Michigan, The
                                                                                                                                                                                                                                                                              • USA Today
                                                                                                                                                                                                                                                                              • Walmart Stores (USA)
                                                                                                                                                                                                                                                                              • Weight Watchers International Inc.
                                                                                                                                                                                                                                                                              • YouTube, Inc.

                                                                                                                                                                                                                                                                              Carbonated Beverages - US - August 2010

                                                                                                                                                                                                                                                                              £3,277.28 (Excl.Tax)