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Carbonated Soft Drinks - US - February 2012

The carbonated soft drinks market suffered a sales decline in 2011, as two of the three segments that comprise the market exhibited a poor performance. During 2010-11, the largest segment, regular soda, declined by 2% while the second-biggest segment, diet soda, fell by 2.1%. Soda is the most-consumed nonalcoholic beverage in the U.S., however with sales remaining flat over the past five years, it would seem that the category has seen its peak and is now retreating. Therefore, the biggest growth driving strategy would be to bring excitement to the category.

On other fronts, soda is repeatedly blamed for obesity, and proponents of obesity-reduction programs continue to clamor to tax the beverage. Many key consumer groups also appear to be leaving the category for the same reason. This report addresses these and other issues and offers some growth-driving strategies in the market. Some of the issues/opportunities discussed in this report are:

  • Trends in the personal consumption of regular soda, diet soda, and sparkling water/seltzer/club soda
  • Discussion on which of the key consumer groups are decreasing soda consumption and why
  • The soda tax debate and its implications for the market
  • Insights on growth-driving opportunities through the use of natural sweeteners
  • Exploration of the main attributes that soda buyers look for in regular and diet soda
  • Soda buyers’ behavior toward price increases and soda drinkers’ attitudes toward artificial sweeteners
  • Attitude toward non-cola soda flavors
  • Soda drinkers’ attitude and behavior toward stevia-sweetened soda

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Table of contents

  1. Introduction

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

                      • Market in a nutshell
                        • Top two segments—regular and diet soda—exhibit decline
                          • Most soda buyers have not changed behavior in response to price increases
                            • Coca-Cola is the top player in the market
                              • Top cola brands flat or decline
                                • Regular soda core consumers show attrition
                                  • Diet soda gains in men consumer base, but it’s men aged 55+
                                    • Competition to heat up in crowding diet soda space
                                      • Multipacks score over single-serve format
                                        • Soda drinkers most likely to drink soda at home than out of home
                                          • Interest in stevia-based soda remains small
                                          • Insights and Opportunities

                                            • Natural sweeteners offer “niche” growth opportunity
                                              • Cane sugar soda is expensive; offers limited growth
                                                • Figure 1: New cane sugar-sweetened soda product count, 2006-11
                                              • Stevia: limited success, a lot of hope
                                                • Figure 2: New stevia-sweetened soda product count, 2008-11
                                            • Inspire Insights

                                                • Trend: The Real Thing
                                                  • Trend: Greenfluencers
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Market growth challenged by health trends, price increases
                                                        • Figure 3: Trends in FDMx dollar/volume sales and prices of carbonated soft drinks, 2006-11
                                                      • Sales and forecast of carbonated soft drinks
                                                        • Figure 4: Total U.S. retail sales and forecast of carbonated soft drinks, at current prices, 2006-16
                                                        • Figure 5: Total U.S. retail sales and forecast of carbonated soft drinks, at inflation-adjusted prices, 2006-16
                                                      • Fan chart forecast
                                                          • Figure 6: Fan chart forecast for carbonated soft drinks, at best-, worst-, and central-case scenario, 2006-16
                                                      • Market Drivers

                                                        • Key points
                                                          • Decline in households with children may negatively impact the market
                                                            • Figure 7: Households, by presence of children, 2001-11
                                                          • Kids and teens population is a key growth driver
                                                            • Teens are the key regular soda consumer
                                                              • Soda consumption among kids aged 6-11 remains strong
                                                                • Figure 8: Kids and teens population, 2006-16
                                                                • Figure 9: Favorite colas are in your house, 2006/07 and 2010/11
                                                              • Adults aged 18-34 are key consumers, but population trends indicate little growth
                                                                • Figure 10: Population 18+, by age, 2006-16
                                                              • Hispanics and blacks offer growth opportunities
                                                                • Figure 11: Population, by race and Hispanic origin, 2006-16
                                                                • Figure 12: Average number of children in households, by race/Hispanic origin of householder, 2011
                                                                • Figure 13: Household size, by race/Hispanic origin of householder, 2011
                                                              • Hispanics’ food preferences are changing
                                                                • Figure 14: Presently watching diet, by race/Hispanic origin, 2004/05 and 2010/11
                                                              • Obesity and diabetes trends thwart soda consumption
                                                                • Figure 15: Percentage of population aged 20+ who are overweight, obese, or extremely obese, 1988-2008
                                                              • Growing incidence of diabetes disfavors soda growth
                                                                • Figure 16: Prevalence of diagnosed and undiagnosed diabetes among adults aged 20+, by age, 2005-08
                                                              • More than half of adults watch their diet; a majority to lose weight
                                                                • Figure 17: Presently watching diet, 2004/05-2010/11
                                                                • Figure 18: Reasons for watching diet, 2004/05-2010/11
                                                              • The quest for sugar-free foods increases with age; women more sensitive to sugar than men
                                                                • Figure 19: Food that adults seek when watching diet, by age and gender, April 2010-June 2011
                                                              • Artificial sweeteners/additives threaten diet soda growth
                                                                • Figure 20: Attitude/opinion about food, by gender and age, April 2010-June 2011
                                                              • The soda tax debate continues
                                                                • Let’s Move! program likely to negatively influence soda
                                                                  • High-fructose corn syrup bothers soda consumers
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • Energy drinks to pose stiffer competition with the revival of the economy
                                                                        • Ready-to-drink tea proliferates, also available in fizzy format
                                                                          • Sparkling fruit juices/drinks offer healthier option over soda
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Diet soda exhibits bigger decline than regular soda in 2011
                                                                                • Total sales of carbonated soft drinks, by segment
                                                                                  • Figure 21: U.S. sales of carbonated soft drinks, by segment, 2006-16
                                                                                  • Figure 22: Total U.S. sales of carbonated soft drinks, 2009-11
                                                                              • Segment Performance—Regular Carbonated Drinks

                                                                                • Key points
                                                                                  • Volume sales more stable in 2011; need to rekindle love with teens, young adults
                                                                                    • Figure 23: Trends in FDMx dollar/volume sales and prices of regular carbonated soft drinks, 2006-11
                                                                                  • Natural and sugar-sweetened soda gain, but still remains small
                                                                                    • Total sales of regular carbonated drinks
                                                                                      • Figure 24: U.S. sales of regular carbonated drinks, 2006-16
                                                                                  • Segment Performance—Diet Carbonated Drinks

                                                                                    • Key points
                                                                                      • Diet soda offers growth opportunity only if the taste is right
                                                                                        • Figure 25: Trends in FDMx dollar/volume sales and prices of diet carbonated soft drinks, 2006-11
                                                                                      • Competition to heat up in diet soda space
                                                                                        • Total sales of diet carbonated drinks
                                                                                          • Figure 26: U.S. sales of diet carbonated drinks, 2006-16
                                                                                      • Segment Performance—Seltzer/Tonic Water/Club Soda

                                                                                        • Key points
                                                                                          • Segment experiences attrition from the key consumers
                                                                                            • Figure 27: Trends in FDMx dollar/volume sales and prices of seltzer/tonic water/club soda, 2006-11
                                                                                          • Total sales of seltzer/tonic water/club soda
                                                                                            • Figure 28: U.S. sales of seltzer/tonic water/club soda, 2006-16
                                                                                        • Retail Channels

                                                                                          • Key points
                                                                                            • Supermarkets exhibit decline; private labels in grocery channel lose volume
                                                                                              • Mass channel exhibits the biggest decline
                                                                                                • Convenience stores turn in weak performance
                                                                                                  • Natural channel—stevia-sweetened soft drinks gain traction in natural channel
                                                                                                    • Figure 29: U.S. sales of carbonated soft drinks, by retail channel, 2009 and 2011
                                                                                                • Leading Companies

                                                                                                  • Key points
                                                                                                    • Coca-Cola gains; PepsiCo and Dr Pepper Snapple lose market share
                                                                                                      • Private-label growth improves, albeit on the strength of price increases
                                                                                                        • Figure 30: Trends in FDMx dollar/volume sales and prices of private-label carbonated soft drinks, 2006-11
                                                                                                        • Figure 31: FDMx sales of carbonated soft drinks, by manufacturers, 2010 and 2011
                                                                                                    • Brand Share—Regular Carbonated Soft Drinks

                                                                                                      • Key points
                                                                                                        • Top cola brands flat or decline
                                                                                                          • Natural brands show growth
                                                                                                            • Non-cola brands perform better than cola brands
                                                                                                              • Figure 32: FDMx sales of leading regular carbonated soft drinks brands, part 1, 2010 and 2011
                                                                                                              • Figure 33: FDMx sales of leading regular carbonated soft drinks brands, part 2, 2010 and 2011
                                                                                                          • Brand Share—Diet Carbonated Soft Drinks

                                                                                                            • Key points
                                                                                                              • Diet Pepsi shows bigger loss than Diet Coke
                                                                                                                • Pepsi Max growth overshadows that of Coke Zero; Dr Pepper Ten joins the bandwagon
                                                                                                                  • Figure 34: FDMx sales of leading diet carbonated soft drinks brands, part 1, 2010 and 2011
                                                                                                                  • Figure 35: FDMx sales of leading diet carbonated soft drinks brands, part 2, 2010 and 2011
                                                                                                              • Brand Share—Seltzer/Tonic Water/Club Soda

                                                                                                                • Key points
                                                                                                                  • Private labels most popular; Polar shows growth
                                                                                                                    • Polar continues to show growth on the strength of flavor innovation
                                                                                                                      • Figure 36: FDMx sales of leading seltzer/tonic water/club soda brands, 2010 and 2011
                                                                                                                  • Innovations and Innovators

                                                                                                                    • Pace of innovation declines in 2011
                                                                                                                      • Figure 37: New carbonated soft drinks products count, 2006-11
                                                                                                                    • Top 10 new product claims
                                                                                                                      • Figure 38: Top 10 claims in new carbonated soft drinks products, 2006-11
                                                                                                                    • Cola and root beer are the top flavors in new products
                                                                                                                      • Figure 39: Top 10 flavors in new carbonated soft drinks products, 2006-11
                                                                                                                    • Dr Pepper Snapple Group leads the innovation in 2011
                                                                                                                      • Figure 40: Top 10 companies, by carbonated soft drinks innovation, 2011
                                                                                                                    • Artisan and handcrafted soda
                                                                                                                      • “Pack size” innovation targets price-sensitive and health-conscious consumers
                                                                                                                        • Limited edition and holiday-special soda
                                                                                                                          • Private-label new product count remains steady
                                                                                                                            • Figure 41: New carbonated soft drinks product count, by private label and branded, 2006-11
                                                                                                                          • Cane sugar-sweetened product continues to appear in the market
                                                                                                                          • Marketing Strategies

                                                                                                                            • Key points
                                                                                                                              • A continual assessment of brand image and positioning is essential
                                                                                                                                • Coca-Cola shares happiness with consumers in difficult times
                                                                                                                                  • Figure 42: Coca-Cola TV ad, “Preservation,” 2011
                                                                                                                                • Mountain Dew gives brand’s consumers control of the brand
                                                                                                                                  • Figure 43: Mountain Dew TV ad, “Delightful Flavor,” 2011
                                                                                                                                • PepsiCo engages in competitive advertising with Coca-Cola
                                                                                                                                  • Pepsi Max and Coke Zero
                                                                                                                                    • Sierra Mist Natural
                                                                                                                                      • Diet soda brands heavily target men
                                                                                                                                        • Coke Zero has masculine-tone advertising
                                                                                                                                          • Dr Pepper Ten targets only men; excludes women from the product advertising
                                                                                                                                            • Engage in community improvement
                                                                                                                                              • Coca-Cola funds community parks to make people more active; takes arctic home initiative for polar bears
                                                                                                                                                • PepsiCo continues with its Pepsi Refresh project
                                                                                                                                                  • Promoting food and soda together
                                                                                                                                                  • The Consumer—Usage, Brands, Type, and Volume

                                                                                                                                                    • Key points
                                                                                                                                                      • Incidence of drinking soda declines, but overall consumer base grows
                                                                                                                                                          • Figure 44: Trends in the incidence of personal consumption of carbonated soft drinks, 2004/05-2010/11
                                                                                                                                                        • Volume consumption remains stable
                                                                                                                                                            • Figure 45: Trends in the mean frequency of drinking carbonated drinks, 2004/05-2010/11
                                                                                                                                                          • Regular cola and non-cola
                                                                                                                                                            • Regular soda core consumers show attrition
                                                                                                                                                              • Regular cola and non-cola consumption declines the most among highest-income households
                                                                                                                                                                • Households with children exhibit growth in consumption
                                                                                                                                                                  • Figure 46: Consumption of regular soda, by gender, age, household income, presence of children, and region, April 2010-June 2011
                                                                                                                                                                • Volume consumption of regular non-cola increases among key groups
                                                                                                                                                                    • Figure 47: Volume consumption of regular cola and non-cola, by gender, age, household income, presence of children, and region, April 2010-June 2011
                                                                                                                                                                  • Coca-Cola Classic maintains its top position
                                                                                                                                                                      • Figure 48: Regular cola brands consumed in the past seven days, by age, April 2010-June 2011
                                                                                                                                                                    • Sierra Mist, Mountain Dew, and Dr Pepper grow consumer base
                                                                                                                                                                        • Figure 49: Regular non-cola brands consumed in the past seven days, by age, April 2010-June 2011
                                                                                                                                                                      • Diet cola and non-cola
                                                                                                                                                                        • Diet cola and non-cola consumption declines among women
                                                                                                                                                                          • Diet soda gains in male consumer base, but it’s men aged 55+
                                                                                                                                                                              • Figure 50: Consumption of soda, by gender, age, household income, presence of children, and region, April 2010-June 2011
                                                                                                                                                                            • Volume consumption increases among men, declines among women
                                                                                                                                                                              • Figure 51: Volume consumption of diet soda, by gender, age, household income, presence of children, and region, April 2010-June 2011
                                                                                                                                                                            • Diet Pepsi experiences erosion in consumer base
                                                                                                                                                                                • Figure 52: Diet cola brands consumed in the last seven days, by age, April 2010-June 2011
                                                                                                                                                                              • Sparkling water/seltzer/natural soda
                                                                                                                                                                                • Women, low-income households and those from the Northeast main consumers
                                                                                                                                                                                    • Figure 53: Consumption of soda, by gender, household income, and region, April 2010-June 2011
                                                                                                                                                                                    • Figure 54: Volume consumption of sparkling water/seltzer/natural soda, by gender, household income, and region, April 2010-June 2011
                                                                                                                                                                                  • Unflavored sparkling water/seltzer/natural soda more popular than flavored type
                                                                                                                                                                                      • Figure 55: Types of sparkling water/seltzer/natural soda consumed, by age, April 2010-June 2011
                                                                                                                                                                                    • Aquafina Sparkling top brand; Perrier grows consumer base
                                                                                                                                                                                        • Figure 56: Brand drunk in the last seven days, by gender, April 2010-June 2011
                                                                                                                                                                                    • Factors influencing Soda Purchase Decision

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Brand choice and in-store price most important factors in regular soda purchase
                                                                                                                                                                                          • Sugar-sweetened soda likely to be a growth driver
                                                                                                                                                                                            • Regular soda buyers likely to respond favorably to price promotions/coupons
                                                                                                                                                                                              • Soda promoted with other food likely to increase purchase intention
                                                                                                                                                                                                • Figure 57: Degree of influence of various factors in regular soda purchase decision, November 2011
                                                                                                                                                                                              • Age-related differences exist in factors influential in buying regular soda
                                                                                                                                                                                                • Figure 58: Degree of influence of various factors in regular soda purchase decision, by age, November 2011
                                                                                                                                                                                              • Factors influencing diet soda purchase decision
                                                                                                                                                                                                • Figure 59: Degree of influence of various factors in diet soda purchase decision, November 2011
                                                                                                                                                                                                • Figure 60: Degree of influence of various factors in diet soda purchase decision, by gender, November 2011
                                                                                                                                                                                            • Packaging Size Preference

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Multipacks score over single-serve format
                                                                                                                                                                                                  • Figure 61: Incidence of buying soda—single bottle/cans or multipack(s) package, by age, November 2011
                                                                                                                                                                                                • High-income households more likely to buy multipacks
                                                                                                                                                                                                  • Figure 62: Incidence of buying soda—single bottle/cans or multipack(s) package, by household income, November 2011
                                                                                                                                                                                                • 12-oz soda packaging most popular
                                                                                                                                                                                                  • Figure 63: Incidence of buying regular soda—single bottle/cans by bottle/can size, by age, November 2011
                                                                                                                                                                                                  • Figure 64: Incidence of buying regular soda—multipacks by bottle/can size, by age, November 2011
                                                                                                                                                                                                • Adults aged 18-34 are key single-serve diet soda consumer
                                                                                                                                                                                                  • Figure 65: Incidence of buying diet soda—single bottle/cans by bottle/can size, by age, November 2011
                                                                                                                                                                                                  • Figure 66: Incidence of buying diet soda—multipacks by bottle/can size, by age, November 2011
                                                                                                                                                                                              • Frequency of Drinking Soda by Occasion

                                                                                                                                                                                                • Soda drinkers more likely to drink soda at home than out of home
                                                                                                                                                                                                  • Figure 67: Frequency of drinking soda, by occasion, November 2011
                                                                                                                                                                                                  • Figure 68: Frequency of drinking soda, by occasion, by age, November 2011
                                                                                                                                                                                              • Attitudes Toward Soda Price, Brands, and Related Health Concern

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Most soda buyers do not show price sensitivity
                                                                                                                                                                                                    • Figure 69: Attitudes toward soda price and brands among soda buyers, November 2011
                                                                                                                                                                                                  • Young adults more price-sensitive than the average
                                                                                                                                                                                                    • Figure 70: Attitudes toward soda price, brands, and related health concern among soda buyers, by age, November 2011
                                                                                                                                                                                                    • Figure 71: Attitudes toward soda price, brands, and related health concern among soda buyers, by household income, November 2011
                                                                                                                                                                                                  • Soda drinkers have issues with the artificial sweetener taste
                                                                                                                                                                                                    • Figure 72: Attitudes toward soda price, brands, and related health concerns among soda drinkers, November 2011
                                                                                                                                                                                                • Attitudes Toward Soda Flavors

                                                                                                                                                                                                  • Rood beer, lemon-lime, and orange are the top three flavors soda drinkers like
                                                                                                                                                                                                    • Soda drinkers show high interest in tea- and coffee-based flavors
                                                                                                                                                                                                      • Hispanic flavors—some hot, some not so hot
                                                                                                                                                                                                        • Figure 73: Attitudes toward soda flavors, November 2011
                                                                                                                                                                                                        • Figure 74: Attitudes toward soda flavors, by gender, November 2011
                                                                                                                                                                                                        • Figure 75: Attitudes toward soda flavors, by age, November 2011
                                                                                                                                                                                                    • Attitudes toward Stevia-Sweetened Soda

                                                                                                                                                                                                      • Interest in stevia-based soda small; need for growing awareness for this soda type
                                                                                                                                                                                                        • Figure 76: Attitudes toward stevia-sweetened soda, by gender, November 2011
                                                                                                                                                                                                    • Impact of Race/Hispanic Origin

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Blacks and Hispanics are top regular soda consumers
                                                                                                                                                                                                          • Diet soda makers need to attract blacks and Hispanics
                                                                                                                                                                                                            • Hispanics are the key sparkling water/seltzer/natural soda consumers
                                                                                                                                                                                                              • Figure 77: Personal consumption of regular soda, diet soda, and sparkling water/seltzer/natural soda, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                            • Regular cola volume consumption declines significantly among Hispanics
                                                                                                                                                                                                              • Blacks’ diet cola volume consumption increases
                                                                                                                                                                                                                • Figure 78: Trends in the mean frequency of drinking carbonated drinks, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                                • Figure 79: Sparkling water/seltzer/natural soda consumption, by flavored/unflavored, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                              • Price promotions a chief purchase criterion in soda purchase among the minorities
                                                                                                                                                                                                                • Figure 80: Degree of influence of various factors in regular soda purchase decision, by race/Hispanic origin, November 2011
                                                                                                                                                                                                              • Blacks, Asians, and Hispanics more interested in single bottle/can format compared to multipacks
                                                                                                                                                                                                                • Figure 81: Incidence of buying soda—single bottle/cans or multipack(s) package, by race/Hispanic origin, November 2011
                                                                                                                                                                                                                • Figure 82: Attitudes toward soda price, brands, and related health concern among soda buyers, by race/Hispanic origin, November 2011
                                                                                                                                                                                                              • Artificial sweetener a roadblock in attracting black consumers
                                                                                                                                                                                                                • Figure 83: Attitudes toward soda price, brands, and related health concern among soda drinkers, by race/Hispanic origin, November 2011
                                                                                                                                                                                                                • Figure 84: Attitudes toward soda flavors, by race/Hispanic origin, November 2011
                                                                                                                                                                                                            • Custom Consumer Group

                                                                                                                                                                                                              • Experian Simmons custom consumer segmentation findings
                                                                                                                                                                                                                • Food lifestyle segment
                                                                                                                                                                                                                  • Weekend Cooks and Convenience and Ease segments are the most active
                                                                                                                                                                                                                      • Figure 85: Regular cola drinks, by food lifestyle segmentation, April 2010-June 2011
                                                                                                                                                                                                                    • Variety on a Budget offers opportunities
                                                                                                                                                                                                                        • Figure 86: Number of drinks/glasses you drank in the last seven days, by food lifestyle segmentation, April 2010-June 2011
                                                                                                                                                                                                                      • Health and Wellbeing segment
                                                                                                                                                                                                                        • Weight Reformers are key target for diet soda
                                                                                                                                                                                                                          • Figure 87: Regular cola drinks, by health and wellbeing segmentation, April 2010-June 2011
                                                                                                                                                                                                                        • Image shapers are most prolific soda drinkers
                                                                                                                                                                                                                          • Figure 88: Number of drinks/glasses you drank in the last seven days, by health and wellbeing segmentation, April 2010-June 2011
                                                                                                                                                                                                                      • IRI/Builders Panel Data—Key Household Purchase Measures

                                                                                                                                                                                                                          • Overview of carbonated beverages
                                                                                                                                                                                                                            • Regular soft drinks—consumer insights on key purchase measures
                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                • Figure 89: Brand map, selected brands of regular soft drinks, by household penetration, 2011*
                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                  • Figure 90: Key purchase measures for the top brands of regular soft drinks, by household penetration, 2011*
                                                                                                                                                                                                                                • Low-calorie soft drinks—consumer insights on key purchase measures
                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                    • Figure 91: Brand map, selected brands of low-calorie soft drinks buying rate, by household penetration, 2011*
                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                      • Figure 92: Key purchase measures for the top brands of low-calorie soft drinks, by household penetration, 2011*
                                                                                                                                                                                                                                  • Appendix: Retail Channels

                                                                                                                                                                                                                                    • Retail channels—supermarkets
                                                                                                                                                                                                                                      • Figure 93: U.S. sales of carbonated soft drinks at supermarkets, 2006-11
                                                                                                                                                                                                                                    • Retail channels—convenience stores
                                                                                                                                                                                                                                      • Figure 94: U.S. sales of carbonated soft drinks at convenience stores, 2006-11
                                                                                                                                                                                                                                    • Retail channels—supercenters and warehouse clubs
                                                                                                                                                                                                                                      • Figure 95: U.S. sales of carbonated soft drinks at supercenters and warehouse clubs, 2006-11
                                                                                                                                                                                                                                    • Retail channels—drug stores
                                                                                                                                                                                                                                      • Figure 96: U.S. sales of carbonated soft drinks at drug stores, 2006-11
                                                                                                                                                                                                                                    • Retail channels—other
                                                                                                                                                                                                                                      • Figure 97: U.S. sales of carbonated soft drinks at other* channels, 2006-11
                                                                                                                                                                                                                                    • Sales of carbonated beverages in the natural channel
                                                                                                                                                                                                                                      • Figure 98: Natural supermarket sales of carbonated beverages, at current prices, 2009-11*
                                                                                                                                                                                                                                      • Figure 99: Natural supermarket sales of carbonated beverages, at inflation-adjusted prices, 2009-11*
                                                                                                                                                                                                                                    • Natural channel sales by segment
                                                                                                                                                                                                                                      • Figure 100: Natural supermarket sales of carbonated beverages, by segment, 2009 and 2011*
                                                                                                                                                                                                                                    • Brands of significance in natural channel
                                                                                                                                                                                                                                      • Natural channel sales of carbonated drinks by organic
                                                                                                                                                                                                                                        • Figure 101: Natural supermarket sales of carbonated drinks—organic and non-organic, 2009 and 2011*
                                                                                                                                                                                                                                    • Appendix—Other Useful Tables

                                                                                                                                                                                                                                      • The consumer—usage, brands, type, and volume
                                                                                                                                                                                                                                        • Figure 102: Regular cola brands consumed in the past seven days, by household income, April 2010-June 2011
                                                                                                                                                                                                                                        • Figure 103: Regular non-cola brands consumed in the past seven days—top 15 brands, by gender, April 2010-June 2011
                                                                                                                                                                                                                                        • Figure 104: Diet cola brands consumed in the last seven days, by gender, April 2010-June 2011
                                                                                                                                                                                                                                        • Figure 105: Diet cola brands consumed in the last seven days, by household income, April 2010-June 2011
                                                                                                                                                                                                                                        • Figure 106: Diet cola brands consumed in the last seven days, by presence of children, April 2010-June 2011
                                                                                                                                                                                                                                        • Figure 107: Diet non-cola brands consumed in the last seven days, by gender, April 2010-June 2011
                                                                                                                                                                                                                                        • Figure 108: Diet non-cola brands consumed in the last seven days, by age, April 2010-June 2011
                                                                                                                                                                                                                                        • Figure 109: Types of sparkling water/seltzer/natural soda consumed, by age, April 2010-June 2011
                                                                                                                                                                                                                                      • Factors influencing purchase decision
                                                                                                                                                                                                                                        • Figure 110: Degree of influence of various factors in regular soda purchase decision, by gender, November 2011
                                                                                                                                                                                                                                        • Figure 111: Degree of influence of various factors in regular soda purchase decision, by household income, November 2011
                                                                                                                                                                                                                                        • Figure 112: Degree of influence of various factors in regular soda purchase decision, by presence of children, November 2011
                                                                                                                                                                                                                                        • Figure 113: Degree of influence of various factors in regular soda purchase decision, by region, November 2011
                                                                                                                                                                                                                                        • Figure 114: Degree of influence of various factors in diet soda purchase decision, by age, November 2011
                                                                                                                                                                                                                                        • Figure 115: Degree of influence of various factors in diet soda purchase decision, by presence of children, November 2011
                                                                                                                                                                                                                                      • Packaging size preference
                                                                                                                                                                                                                                        • Figure 116: Incidence of buying soda—single bottle/cans or multipack(s) package, by gender, November 2011
                                                                                                                                                                                                                                        • Figure 117: Incidence of buying soda—single bottle/cans or multipack(s) package, by presence of children, November 2011
                                                                                                                                                                                                                                        • Figure 118: Incidence of buying soda—single bottle/cans or multipack(s) package, by region, November 2011
                                                                                                                                                                                                                                        • Figure 119: Incidence of buying regular soda—single bottle/cans by bottle/can size, by gender, November 2011
                                                                                                                                                                                                                                        • Figure 120: Incidence of buying regular soda—single bottle/cans by bottle/can size, by household income, November 2011
                                                                                                                                                                                                                                        • Figure 121: Incidence of buying regular soda—multipacks by bottle/can size, by gender, November 2011
                                                                                                                                                                                                                                        • Figure 122: Incidence of buying regular soda—multipacks by bottle/can size, by household income, November 2011
                                                                                                                                                                                                                                        • Figure 123: Incidence of buying diet soda—single bottle/cans by bottle/can size, by gender, November 2011
                                                                                                                                                                                                                                        • Figure 124: Incidence of buying diet soda—single bottle/cans by bottle/can size, by household income, November 2011
                                                                                                                                                                                                                                        • Figure 125: Incidence of buying diet soda—multipacks by bottle/can size, by gender, November 2011
                                                                                                                                                                                                                                        • Figure 126: Incidence of buying diet soda—multipacks by bottle/can size, by household income, November 2011
                                                                                                                                                                                                                                      • Frequency of drinking soda by occasion
                                                                                                                                                                                                                                        • Figure 127: Frequency of drinking soda, by occasion, by gender, November 2011
                                                                                                                                                                                                                                        • Figure 128: Frequency of drinking soda, by occasion, by household income, November 2011
                                                                                                                                                                                                                                        • Figure 129: Frequency of drinking soda, by occasion, by presence of children, November 2011
                                                                                                                                                                                                                                      • Attitudes toward soda price, brands, and related health concern
                                                                                                                                                                                                                                        • Figure 130: Attitudes toward soda price, brands, and related health concern among soda buyers, by gender, November 2011
                                                                                                                                                                                                                                        • Figure 131: Attitudes toward soda price, brands, and related health concern among soda buyers, by presence of children, November 2011
                                                                                                                                                                                                                                        • Figure 132: Attitudes toward soda price, brands, and related health concern among soda drinkers, by gender, November 2011
                                                                                                                                                                                                                                        • Figure 133: Attitudes toward soda price, brands, and related health concern among soda drinkers, by age, November 2011
                                                                                                                                                                                                                                      • Attitudes toward soda flavors
                                                                                                                                                                                                                                        • Figure 134: Attitudes toward soda flavors, by household income, November 2011
                                                                                                                                                                                                                                        • Figure 135: Attitudes toward soda flavors, by presence of children, November 2011
                                                                                                                                                                                                                                      • Other useful tables—race and Hispanic origin
                                                                                                                                                                                                                                        • Coca-Cola Classis is a favorite among Asians and Hispanics
                                                                                                                                                                                                                                          • Figure 136: Regular cola brands consumed in the past seven days, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                                                          • Figure 137: Regular non-cola brands consumed in the past seven days, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                                                          • Figure 138: Diet cola brands consumed in the last seven days, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                                                          • Figure 139: Diet non-cola brands consumed in the past seven days, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                                                          • Figure 140: Degree of influence of various factors in diet soda purchase decision, by race/Hispanic origin, November 2011
                                                                                                                                                                                                                                          • Figure 141: Incidence of buying regular soda—single bottle/cans by bottle/can size, by race/Hispanic origin, November 2011
                                                                                                                                                                                                                                          • Figure 142: Incidence of buying regular soda—multipacks by bottle/can size, by race/Hispanic origin, November 2011
                                                                                                                                                                                                                                          • Figure 143: Frequency of drinking soda, by occasion, by race/Hispanic origin, November 2011
                                                                                                                                                                                                                                          • Figure 144: Attitudes toward stevia-sweetened soda, by race/Hispanic origin, November 2011
                                                                                                                                                                                                                                        • Other useful tables: teens and kids
                                                                                                                                                                                                                                          • The teen soda consumer
                                                                                                                                                                                                                                            • Figure 145: Trends in the incidence of personal consumption of carbonated soft drinks among teens aged 6-11, 2006/07-2010/11
                                                                                                                                                                                                                                            • Figure 146: Trends in the volume consumption of carbonated drinks among teens aged 12-17, 2006/07-2010/11
                                                                                                                                                                                                                                            • Figure 147: Regular cola drinks among teens aged 12-17, by gender and age, April 2010-June 2011
                                                                                                                                                                                                                                            • Figure 148: Regular cola drinks among teens aged 12-17, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                                                            • Figure 149: Number of drinks/glasses you drank in the last seven days among teens aged 12-17, by gender and age, April 2010-June 2011
                                                                                                                                                                                                                                            • Figure 150: Regular cola brands consumed in the past seven days among teens aged 12-17, by gender and age, April 2010-June 2011
                                                                                                                                                                                                                                            • Figure 151: Regular cola brands consumed in the past seven days among teens aged 12-17, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                                                            • Figure 152: Regular non-cola brands consumed in the past seven days among teens aged 12-17, by gender and age, April 2010-June 2011
                                                                                                                                                                                                                                            • Figure 153: Regular non-cola brands consumed in the past seven days among teens aged 12-17, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                                                            • Figure 154: Diet cola brands consumed in the past seven days among teens aged 12-17, by gender and age, April 2010-June 2011
                                                                                                                                                                                                                                          • The kid soda consumer
                                                                                                                                                                                                                                            • Figure 155: Incidence of drinking regular cola among kids aged 6-11, by gender and age, April 2010-June 2011
                                                                                                                                                                                                                                            • Figure 156: Incidence of drinking regular cola among kids aged 6-11, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                                                            • Figure 157: Volume consumption of regular cola among kids aged 6-11, by gender and age, April 2010-June 2011
                                                                                                                                                                                                                                            • Figure 158: Volume consumption of regular cola among kids aged 6-11, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                                                            • Figure 159: Incidence of drinking other soft drinks/soda pop among kids aged 6-11, by gender and age, April 2010-June 2011
                                                                                                                                                                                                                                            • Figure 160: Volume consumption of other soft drinks/pop (not cola) among kids aged 6-11, by gender and age, April 2010-June 2011
                                                                                                                                                                                                                                        • Appendix: SymphonyIRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                          • Appendix—Trade Associations

                                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                                            • Aldi (USA)
                                                                                                                                                                                                                                            • American Beverage Association, The
                                                                                                                                                                                                                                            • Belvoir Fruit Farms
                                                                                                                                                                                                                                            • Beverage Digest
                                                                                                                                                                                                                                            • Big Lots, Inc
                                                                                                                                                                                                                                            • Centers for Disease Control and Prevention
                                                                                                                                                                                                                                            • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                                            • Corn Refiners Association, Inc.
                                                                                                                                                                                                                                            • Cost Plus, Inc
                                                                                                                                                                                                                                            • Cott Beverages
                                                                                                                                                                                                                                            • Dr Pepper Snapple Group, Inc.
                                                                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                                                                            • Frito-Lay, Inc
                                                                                                                                                                                                                                            • General Mills Inc
                                                                                                                                                                                                                                            • Google, Inc.
                                                                                                                                                                                                                                            • Groupe Danone
                                                                                                                                                                                                                                            • H. E. Butt Grocery Company
                                                                                                                                                                                                                                            • IZZE Beverage Co.
                                                                                                                                                                                                                                            • Jones Soda Co.
                                                                                                                                                                                                                                            • Mars Incorporated
                                                                                                                                                                                                                                            • National Association of Beverage Retailers (NABR)
                                                                                                                                                                                                                                            • National Beverage Corp.
                                                                                                                                                                                                                                            • National Soft Drink Association
                                                                                                                                                                                                                                            • Pepsi-Cola North America
                                                                                                                                                                                                                                            • PepsiCo Inc
                                                                                                                                                                                                                                            • Polar Beverages Inc.
                                                                                                                                                                                                                                            • Red Bull North America, Inc.
                                                                                                                                                                                                                                            • Safeway Inc
                                                                                                                                                                                                                                            • Stagnito Communications Inc.
                                                                                                                                                                                                                                            • Starbucks Corporation
                                                                                                                                                                                                                                            • Sunkist Growers, Inc.
                                                                                                                                                                                                                                            • Target Corporation
                                                                                                                                                                                                                                            • The Kroger Co.
                                                                                                                                                                                                                                            • The New York Times Company
                                                                                                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                                                                                                            • Tyson Foods Inc.
                                                                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                            • U.S. Bureau of the Census
                                                                                                                                                                                                                                            • U.S. Department of Agriculture
                                                                                                                                                                                                                                            • US Department of Commerce
                                                                                                                                                                                                                                            • Walgreen Co
                                                                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                                                                            • Whole Foods Market Inc
                                                                                                                                                                                                                                            • World Wildlife Fund
                                                                                                                                                                                                                                            • YouTube, Inc.

                                                                                                                                                                                                                                            Carbonated Soft Drinks - US - February 2012

                                                                                                                                                                                                                                            £3,199.84 (Excl.Tax)