Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Carbonated Soft Drinks - US - June 2009

The carbonated soft drinks market continues to exhibit a downward trend in sales and consumption. Even though the market still commands the highest consumer penetration among all non-alcoholic beverages, the market’s long-term profitability appears to be threatened by a combination of factors including soda’s link with the ongoing obesity issues among Americans and consumers’ growing skepticism about the use of artificial sweeteners in diet soda. However, a number of factors emerge that could help in giving a much needed makeover to soda.

This report explores those factors and a variety of other topics including:

  • What proactive measures the government has in the pipeline to decrease high-calorie soda consumption among current users?
  • The need for the soda industry to give itself an image makeover by dissociating soda use with the growing prevalence of obesity in the US
  • Will Stevia, the much talked about all-natural, zero-calorie sweetener give the anticipated boost to the soda industry or will it fizzle out as one of the costly experiments undertaken to attract health-minded consumers?
  • How many consumers are leaving the soda category and why are they doing so?
  • A discussion on the consumption trends among core consumers, i.e. teens, young adults, Black Americans, and Hispanics
  • An illustration of strategies for brands that managed to buck the recessionary pressures and gained growth
  • An in-depth look at the performance of natural sugar-sweetened soda amid ongoing recession
  • The promotional and marketing strategies of the big three: Coca-Cola, PepsiCo, and Dr Pepper Snapple Group
  • Consumer attitude and opinion about various types of soda sweeteners
  • Trends in new product introductions in the US soda market

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

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

                      • Market exhibits small growth through price increases; consumer demand for soda on decline
                        • Amount and type of sweeteners in soda: Source of confusion and health concerns
                          • Diet soda shows bigger decline than regular soda during 2007-08
                            • Value-priced and innovative brands buck the recession
                              • Soda still remains the most consumed beverage; Hispanics, blacks, teens, and young adults key consumers
                              • Insights and Opportunities

                                • Soda needs an image makeover; focus on de-linking obesity and soda
                                  • Why do people drink soda? Why should they stop drinking soda?
                                    • Action needed to change soda image
                                      • Need for a functional platform to broaden the soda appeal
                                        • Will stevia be able to lure consumer back to soda?
                                          • Finding the middle ground: creating a sweetener mix with stevia
                                          • Inspire Insights

                                              • Facebook, MySpace, Twitter and more…
                                                • What’s it about
                                                  • What we have seen
                                                    • Implication for the soda industry
                                                      • Retro Pepsi
                                                        • What’s it about
                                                          • What we have seen
                                                            • Golden oldies are an ideal choice to connect with core consumers
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Consumer demand for soda declines; growth primarily from price increases
                                                                  • Hispanics and blacks offer growth opportunity; women are likely to move away from diet soda
                                                                    • Sales and forecast
                                                                      • Figure 1: Total U.S. sales and forecast of carbonated soft drinks, at current prices, 2003-13
                                                                      • Figure 2: Total U.S. sales and forecast of carbonated soft drinks at inflation-adjusted prices, 2003-13
                                                                    • Walmart sales
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • Recession and carbonated beverages: Mixed implications
                                                                          • Energy drinks and carbonated juices offer stiff competition
                                                                            • Price increase during the recession hurt sales
                                                                              • Figure 3: Trends in FDMx volume sales and price of regular and diet carbonated drinks, 2003-08
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Consumer trend towards reducing calories may thwart long-term gains in regular soda
                                                                                • Artificial sweeteners become unpopular due to unpleasant taste and health scare
                                                                                  • Seltzer/tonic water/club soda is to remain flat unless there is change in the marketing tone
                                                                                    • Sales and forecast, by segment
                                                                                      • Figure 4: FDMx sales and forecast of carbonated soft drinks at current prices, by segment, 2003-13
                                                                                      • Figure 5: FDMx sales of carbonated soft drinks, segmented by type, 2006 and 2008
                                                                                  • Segment Performance—Regular Carbonated Drinks

                                                                                    • Key points
                                                                                      • Regular soda demand tumbles amid health concerns and rising prices
                                                                                        • Figure 6: Trends in FDMx volume sales and price of regular carbonated drinks, 2003-08
                                                                                      • Teens, young adults, Hispanics and blacks: still attractive demographics in the segment
                                                                                        • Naturally-sweetened, all-natural soda is unlikely to provide the needed boost
                                                                                          • Sales and forecast—regular carbonated drinks
                                                                                            • Figure 7: FDMx sales and forecast of regular carbonated drinks, 2003-13
                                                                                        • Segment Performance—Diet Carbonated Drinks

                                                                                          • Key points
                                                                                            • Diet soda volume sales exhibit bigger decline than that of regular soda in 2008
                                                                                              • Figure 8: Trends in FDMx volume sales and price of diet carbonated drinks, 2003-08
                                                                                            • Taste of and health fears about artificial sweeteners remains the biggest hurdle to growth
                                                                                              • But, stevia is unlikely to be a major growth driver in the segment in the next five years
                                                                                                • Women move away from diet soda; low penetration among growth-driving consumers, i.e. Hispanics, Asians, and blacks
                                                                                                  • Sales and forecast—diet carbonated drinks
                                                                                                    • Figure 9: FDMx sales and forecast of diet carbonated drinks, 2003-13
                                                                                                • Segment Performance—Seltzer/Tonic Water/Club Soda

                                                                                                  • Key points
                                                                                                    • Segment is not able to capitalize on the ongoing health trend among consumers
                                                                                                      • Figure 10: Trends in FDMx volume sales and price of seltzer/tonic water/club soda, 2003-08
                                                                                                    • Need for innovation in flavor and strong marketing push
                                                                                                      • Sales and forecast—seltzer/tonic water/club soda
                                                                                                        • Figure 11: FDMx sales and forecast of seltzer/tonic water/club soda, 2003-13
                                                                                                    • Retail Channels—Overview

                                                                                                      • Key points
                                                                                                        • Supermarkets lose market share to mass channels; convenience stores prefer energy drinks
                                                                                                          • Figure 12: Total U.S. sales of carbonated soft drinks, by retail channel, 2006 and 2008
                                                                                                      • Retail Channels—Supermarkets

                                                                                                        • Growing clout of private labels
                                                                                                          • Supermarket remains the biggest destination for beverages
                                                                                                            • Supermarket sales
                                                                                                              • Figure 13: U.S. sales of carbonated soft drinks at supermarkets, 2003-08
                                                                                                          • Retail Channels—Convenience Stores

                                                                                                            • Energy drinks provide stiff competition to soda at the channel
                                                                                                              • Figure 14: New soda product introductions, energy drinks and carbonated soft drinks, by retail channel, January 2004-June 2009
                                                                                                            • Slow economy may increase soda demand at the channel
                                                                                                              • Convenience store sales
                                                                                                                • Figure 15: U.S. sales of carbonated soft drinks at convenience stores, 2003-08
                                                                                                            • Retail Channels—Mass

                                                                                                              • Discount pricing and one-stop-shopping shopping attract consumers
                                                                                                                • Mass merchandiser sales
                                                                                                                  • Figure 16: U.S. sales of carbonated soft drinks at mass* channel, 2003-08
                                                                                                              • Retail Channels—Other

                                                                                                                • Carbonated beverages face stiff competition from non-carbonates in vending
                                                                                                                  • Figure 17: U.S. sales of carbonated soft drinks at other* channels, 2003-08
                                                                                                              • Market Drivers

                                                                                                                • Key points
                                                                                                                  • Ongoing obesity trends continue to hurt soda consumption
                                                                                                                    • Figure 18: Percentage of population aged 20 and over who are overweight or obese or extremely obese, 1988-2006
                                                                                                                    • Figure 19: Attitude towards health, 2004 and 2008
                                                                                                                  • Consumers are waking up to negative influences of obesity
                                                                                                                    • Figure 20: Reasons for watching/controlling diet, 2004 and 2008
                                                                                                                  • Number of obese children and teens increases at an alarming rate in the U.S.
                                                                                                                    • Figure 21: Prevalence of obesity among children and adolescents, 2-19 years of age, 1976-2006
                                                                                                                  • Does soda really contribute to high calorie intake among Americans?
                                                                                                                    • Figure 22: Average sugar* intake on any given day by drinking certain non-alcoholic beverages, by age, 2006
                                                                                                                  • Artificial sweeteners garner skepticism
                                                                                                                    • High fructose corn syrup: Viewed as “unhealthy”
                                                                                                                      • Demographic influences
                                                                                                                        • Less-than-promising growth in teen population
                                                                                                                          • Figure 23: U.S. population of teens aged 12-17, 2004-14
                                                                                                                        • Young adults are moving to energy drinks, but remain the top soda consumers
                                                                                                                          • Figure 24: Population aged 18 or older, 2004-14
                                                                                                                        • Children 6-11: Tread with caution in targeting this demographic
                                                                                                                          • Hispanics and blacks continue to stimulate market growth
                                                                                                                            • Figure 25: Population, by race and Hispanic origin, 2004-14
                                                                                                                        • Leading Companies

                                                                                                                          • Key point
                                                                                                                            • The big three account for nearly 90% of total sales but lose market share during 2008-09
                                                                                                                              • Figure 26: FDMx sales of leading carbonated soft drinks companies, 2008 and 2009
                                                                                                                          • Brand Share—Regular Carbonated Drinks

                                                                                                                            • Key points
                                                                                                                              • Major regular soda brands become expensive; experience decline
                                                                                                                                • Lower pace of value-added innovation in 2008
                                                                                                                                  • Value-priced brands including private label buck consumer attrition during recession
                                                                                                                                    • Hispanic- and black-targeted brands see growth
                                                                                                                                      • Natural sugar-sweetened soda brands face tough time in recession
                                                                                                                                        • Manufacturer and brand sales
                                                                                                                                          • Figure 27: FDMx brand sales of regular carbonated drinks in the U.S., 2008 and 2009
                                                                                                                                      • Brand Share—Diet Carbonated Drinks

                                                                                                                                        • Key points
                                                                                                                                          • Most top brands show decline in demand, but increase prices
                                                                                                                                            • Coke Zero—the success story continues
                                                                                                                                              • Figure 28: Incidence of drinking Coke Zero, by men, Hispanics, blacks, and adults aged 25-34, October 2007-December 2008
                                                                                                                                            • Functional positioning boosts Diet Pepsi Max
                                                                                                                                              • Too many extensions are likely to create confusion about the marketing platform
                                                                                                                                                • Manufacturer and brand sales
                                                                                                                                                  • Figure 29: FDMx brand sales of diet carbonated drinks in the U.S., 2008 and 2009
                                                                                                                                              • Brand Share—Seltzer/Tonic Water/Club Soda

                                                                                                                                                • Key points
                                                                                                                                                  • Private label continues to have strong presence in the segment
                                                                                                                                                    • Flavor innovation needed to stimulate growth
                                                                                                                                                      • Manufacturer and brand sales
                                                                                                                                                        • Figure 30: FDMx brand sales of seltzer/tonic water/club soda n the U.S., 2008 and 2009
                                                                                                                                                    • Brand Qualities

                                                                                                                                                      • Broadening role of limited-edition line extensions
                                                                                                                                                        • Packaging makeovers: Enhanced brand value or attention-grabbing gimmick?
                                                                                                                                                        • Innovation and Innovators

                                                                                                                                                            • Figure 31: Number of new U.S. carbonated soft drink introductions, 2004-09
                                                                                                                                                          • PepsiCo leads the new product count during 2004-08
                                                                                                                                                            • Figure 32: Number of new U.S. carbonated soft drink introductions, by top companies, 2004-08
                                                                                                                                                          • Soda makers strive to create an “all-natural” image in 2008
                                                                                                                                                            • Figure 33: Number of new U.S. carbonated soft drink introductions, by product claims, 2005-08
                                                                                                                                                          • All-natural claims on the rise
                                                                                                                                                            • Trend towards natural (cane) sugar and natural low-calorie sweeteners
                                                                                                                                                              • No high-fructose corn syrup; cane sugar-sweetened soda
                                                                                                                                                                • Coca-Cola brings stevia to a mass-marketed brand
                                                                                                                                                                  • Environmentally friendly packaging gains ground in soda
                                                                                                                                                                    • Flavor trends in soda; cola flavor continues to top the list
                                                                                                                                                                      • Figure 34: Number of new U.S. carbonated soft drink introductions, by flavor, 2004-08
                                                                                                                                                                    • U.S. lags global soda makers in launching functional soda
                                                                                                                                                                      • Figure 35: Number of new global carbonated soft drink introductions with functional positioning, 2005-08
                                                                                                                                                                  • Advertising and Promotion

                                                                                                                                                                    • Overview
                                                                                                                                                                      • The big three—Coca-Cola, PepsiCo, and Dr Pepper Snapple Group—promise bigger push behind soda in 2009
                                                                                                                                                                        • Coca-Cola and PepsiCo launch new campaigns focused on optimism
                                                                                                                                                                          • Figure 36: Pepsi, Optimism, Television Ad, 2008
                                                                                                                                                                        • Coca-Cola uses gender-based marketing in promoting its diet soda brands
                                                                                                                                                                          • Figure 37: Coke Zero, James Bond Television Ad, 2008
                                                                                                                                                                          • Figure 38: Diet Coke, Heidi Klum on the runway, Television Ad, 2009
                                                                                                                                                                        • Diet Pepsi Max adopts a functional marketing platform
                                                                                                                                                                          • Figure 39: Diet Pepsi Max, What is Love, Television Ad, 2009
                                                                                                                                                                        • PepsiCo takes an unconventional marketing approach with Mountain Dew
                                                                                                                                                                          • Dr Pepper strives to connect through “Frasier”
                                                                                                                                                                            • Figure 40: Dr Pepper, Dr Frasier, Television Ad, 2008
                                                                                                                                                                          • Cherry 7 Up Antioxidant—marketing on a popular pro-health platform
                                                                                                                                                                            • Figure 41: Cherry 7 Up Antioxidant, Television Ad, 2008
                                                                                                                                                                        • Carbonated Drinks Usage, Type and Frequency

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Number of soda drinkers declines; consumers move away from both regular and diet soda
                                                                                                                                                                              • Figure 42: Trends in the incidence of personal consumption of carbonated drinks, 2004-08
                                                                                                                                                                            • Trends in consumption of soda by key demographic groups
                                                                                                                                                                              • Both men and women move away from regular soda
                                                                                                                                                                                • Figure 43: Trends in individual consumption of soda, by gender, 2004-08
                                                                                                                                                                              • Young adults aged 18-24 show the highest incidence of moving away from regular soda during 2006-08
                                                                                                                                                                                • Figure 44: Trends in individual consumption of soda, by age group 18-34, 2004-08
                                                                                                                                                                              • Adults aged 45-54 display a steep decline in diet soda consumption during 2006-08
                                                                                                                                                                                • Figure 45: Trends in individual consumption of soda, by age group 35-54, 2004-08
                                                                                                                                                                                • Figure 46: Trends in individual consumption of soda, by age group 55-65+, 2004-08
                                                                                                                                                                              • Trends in the frequency of drinking carbonated soft drinks
                                                                                                                                                                                • Figure 47: Trends in the mean frequency of drinking carbonated drinks, 2004-08
                                                                                                                                                                              • Men are heavy diet soda drinkers, compared to women
                                                                                                                                                                                • Consumption frequency declines with age
                                                                                                                                                                                  • Figure 48: Trends in mean frequency of drinking soda, by gender, age, household income, and households with children, October 2007-December 2008
                                                                                                                                                                              • The Teen Soda Consumer

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • The number of teen soda drinkers declines during 2004-08
                                                                                                                                                                                      • Figure 49: Trends in the incidence of teen personal consumption of carbonated drinks, 2004-08
                                                                                                                                                                                    • Regular cola consumption frequency declines among teens
                                                                                                                                                                                        • Figure 50: Trends in the mean frequency of drinking carbonated drinks among teens, 2004-08
                                                                                                                                                                                    • Incidence and Reasons for Drinking More or Less Soda Compared to a Year Ago

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Incidence of drinking more or less regular soda compared to a year ago
                                                                                                                                                                                          • Figure 51: Incidence of drinking more or less regular soda compared to a year ago, by age, March 2009
                                                                                                                                                                                        • Reasons for drinking more regular soda compared to a year ago
                                                                                                                                                                                            • Figure 52: Reasons for drinking more soda than a year ago, by gender, March 2009
                                                                                                                                                                                          • Reasons for drinking less regular soda compared to a year ago
                                                                                                                                                                                            • Weight management is the biggest reason to drink less regular soda
                                                                                                                                                                                              • Figure 53: Reasons for drinking less regular soda than a year ago, by gender, March 2009
                                                                                                                                                                                            • Incidence of drinking more or less diet soda compared to a year ago
                                                                                                                                                                                              • Figure 54: Incidence of drinking more or less diet soda compared to a year ago, by gender, March 2009
                                                                                                                                                                                            • Reasons for drinking less diet soda, compared to a year ago
                                                                                                                                                                                              • Artificial sweeteners are the biggest reason consumers are moving away from diet soda
                                                                                                                                                                                                • Figure 55: Reasons for drinking less diet soda than a year ago, by gender, March 2009
                                                                                                                                                                                            • Carbonated Soft Drinks: Attitudes and Motivations

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Gender impact on attitudes
                                                                                                                                                                                                  • Health
                                                                                                                                                                                                    • Figure 56: Health-related attitudes towards carbonated soft drinks, by gender, March 2009
                                                                                                                                                                                                  • Brands and flavor
                                                                                                                                                                                                    • Figure 57: Brand choice-related attitudes towards carbonated soft drinks, by gender, March 2009
                                                                                                                                                                                                  • Attitudes towards targeting women for diet soda and drinking less for the environment
                                                                                                                                                                                                    • Figure 58: Attitudes towards targeting carbonated soft drinks at women and drinking less soda for environmental reasons, by gender, March 2009
                                                                                                                                                                                                  • Men and diet soda
                                                                                                                                                                                                    • Figure 59: Men’s attitudes towards diet carbonated soft drinks, March 2009
                                                                                                                                                                                                  • Impact of age on attitudes
                                                                                                                                                                                                    • Health
                                                                                                                                                                                                      • Figure 60: Health-related attitudes towards carbonated soft drinks, by age, March 2009
                                                                                                                                                                                                    • Brands and flavors
                                                                                                                                                                                                      • Figure 61: Brand choice-related attitudes towards carbonated soft drinks, by age, March 2009
                                                                                                                                                                                                    • Attitude towards targeting women for diet soda and drinking less for the environment
                                                                                                                                                                                                      • Figure 62: Attitudes towards targeting carbonated soft drinks at women and drinking less soda for environmental reasons, by age, March 2009
                                                                                                                                                                                                    • Men and diet soda
                                                                                                                                                                                                      • Figure 63: Men’s attitudes towards diet carbonated soft drinks, by age, March 2009
                                                                                                                                                                                                  • Impact of Race/Hispanic Origin

                                                                                                                                                                                                    • Asians and blacks show significant drop in the consumption of regular soda
                                                                                                                                                                                                      • Figure 64: Trends in individual consumption of soda, by race/Hispanic origin, 2004-08
                                                                                                                                                                                                    • Blacks and Hispanics are heavy—regular and diet— soda drinkers
                                                                                                                                                                                                      • Figure 65: Trends in mean frequency of drinking soda, by race/Hispanic origin, October 2007-December 2008
                                                                                                                                                                                                    • Incidence and reasons for drinking more or less soda compared to a year ago
                                                                                                                                                                                                      • Blacks and Hispanics report drinking more regular soda compared to a year ago
                                                                                                                                                                                                        • Figure 66: Incidence of drinking more or less regular soda compared to a year ago, by race/Hispanic origin, March 2009
                                                                                                                                                                                                      • Reasons for drinking less regular soda compared to a year ago
                                                                                                                                                                                                        • Hispanics report using less regular soda because of obesity issues
                                                                                                                                                                                                          • Figure 67: Reasons for drinking less regular soda than a year ago, by race/Hispanic origin, March 2009
                                                                                                                                                                                                        • Incidence of drinking more or less diet soda compared to a year ago
                                                                                                                                                                                                          • Hispanics and blacks report drinking more diet soda compared to a year ago
                                                                                                                                                                                                            • Figure 68: Incidence of drinking more or less diet soda compared to a year ago, by race/Hispanic origin, March 2009
                                                                                                                                                                                                          • Carbonated soft drinks: Attitudes and motivations
                                                                                                                                                                                                            • Health
                                                                                                                                                                                                              • Figure 69: Attitudes and motivations towards carbonated soft drinks, by race/Hispanic origin, March 2009
                                                                                                                                                                                                            • Brands and flavors
                                                                                                                                                                                                              • Figure 70: Attitudes and motivations towards carbonated soft drinks, by race/Hispanic origin, March 2009
                                                                                                                                                                                                            • Attitudes towards targeting women for diet soda and drinking less for the environment
                                                                                                                                                                                                              • Figure 71: Attitudes and motivations towards carbonated soft drinks, by race/Hispanic origin, March 2009
                                                                                                                                                                                                            • Men and diet soda
                                                                                                                                                                                                              • Figure 72: Attitudes and motivations towards carbonated soft drinks, by race/Hispanic origin, March 2009
                                                                                                                                                                                                          • Attitudes Towards Soda Sweeteners

                                                                                                                                                                                                                • Figure 73: Attitudes towards sweeteners in soda, by gender, March 2009
                                                                                                                                                                                                            • Cluster Analysis

                                                                                                                                                                                                                • Dieters
                                                                                                                                                                                                                  • Who they are
                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                      • Realists
                                                                                                                                                                                                                        • Who they are
                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                            • Soda Poppers
                                                                                                                                                                                                                              • Who they are
                                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                                  • Cluster characteristics
                                                                                                                                                                                                                                    • Figure 74: Carbonated beverage clusters, March 2009
                                                                                                                                                                                                                                    • Figure 75: Incidence of using carbonated soft drinks by type, by carbonated beverage clusters, March 2009
                                                                                                                                                                                                                                    • Figure 76: Incidence of drinking more or less regular soda compared to a year ago, by carbonated beverage clusters, March 2009
                                                                                                                                                                                                                                    • Figure 77: Attitudes and motivations towards carbonated soft drinks, by carbonated beverage clusters, March 2009
                                                                                                                                                                                                                                    • Figure 78: Attitudes towards sweeteners in soda, by carbonated beverage clusters, March 2009
                                                                                                                                                                                                                                  • Cluster demographics
                                                                                                                                                                                                                                    • Figure 79: Carbonated soft drinks clusters, by gender, March 2009
                                                                                                                                                                                                                                    • Figure 80: Carbonated soft drinks clusters, by age, March 2009
                                                                                                                                                                                                                                    • Figure 81: Carbonated soft drinks clusters, by household income, March 2009
                                                                                                                                                                                                                                    • Figure 82: Carbonated soft drinks clusters, by race, March 2009
                                                                                                                                                                                                                                    • Figure 83: Carbonated soft drinks clusters, by Hispanic origin, March 2009
                                                                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                                                                  • Custom Consumer Groups

                                                                                                                                                                                                                                    • Women aged 35+, empty nesters are key diet soda consumers
                                                                                                                                                                                                                                        • Figure 84: Incidence of personal consumption of diet soda among women aged 35+ and various clusters, October 2007-December 2008
                                                                                                                                                                                                                                      • Flavor innovation is likely to motivate consumers to drink more soda
                                                                                                                                                                                                                                        • Figure 85: Incidence of drinking more regular soda, cross-tab by respondents who like to change soda flavors frequently, March 2009
                                                                                                                                                                                                                                    • IRI/Builders Panel Data: Key Household Purchase Measures

                                                                                                                                                                                                                                        • Overview of carbonated beverages
                                                                                                                                                                                                                                          • Regular soft drinks
                                                                                                                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                  • Figure 86: Brand map, selected brands of regular soft drinks, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                    • Figure 87: Key purchase measures for the top brands of regular soft drinks, by household penetration, 2008*
                                                                                                                                                                                                                                                  • Low calorie soft drinks
                                                                                                                                                                                                                                                    • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                        • Figure 88: Brand map, selected brands of low calorie soft drinks, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                          • Figure 89: Key purchase measures for the top brands of low calorie soft drinks, by household penetration, 2008*
                                                                                                                                                                                                                                                        • Seltzer/tonic/club soda
                                                                                                                                                                                                                                                          • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                                              • Figure 90: Brand map, selected brands of seltzer/tonic/club soda, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                                • Figure 91: Key purchase measures for the top brands of seltzer/tonic/club soda, by household penetration, 2008*
                                                                                                                                                                                                                                                            • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                • Personal consumption of soda by key demographic groups
                                                                                                                                                                                                                                                                  • Figure 92: Trends in individual consumption of soda, by gender, age, race/Hispanic origin, households with children, October 2007-December 2008
                                                                                                                                                                                                                                                                • Incidence of drinking more or less regular soda compared to a year ago
                                                                                                                                                                                                                                                                  • Figure 93: Incidence of drinking more or less regular soda compared to a year ago, by gender, March 2009
                                                                                                                                                                                                                                                                  • Figure 94: Incidence of drinking more or less regular soda compared to a year ago, by presence of children, March 2009
                                                                                                                                                                                                                                                                • Reasons for drinking more regular soda, compared to a year ago
                                                                                                                                                                                                                                                                  • Figure 95: Reasons for drinking more soda than a year ago, by presence of children, March 2009
                                                                                                                                                                                                                                                                • Reasons for drinking less regular soda, compared to a year ago
                                                                                                                                                                                                                                                                  • Figure 96: Reasons for drinking less regular soda than a year ago, by presence of children, March 2009
                                                                                                                                                                                                                                                                • Incidence of drinking more or less diet soda than a year ago
                                                                                                                                                                                                                                                                  • Figure 97: Incidence of drinking more or less diet soda compared to a year ago, by presence of children, March 2009
                                                                                                                                                                                                                                                                • Attitude towards soda sweeteners
                                                                                                                                                                                                                                                                  • Figure 98: Attitude towards sweeteners in soda, by age, March 2009
                                                                                                                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                                                • American Beverage Association, The
                                                                                                                                                                                                                                                                • Coca-Cola Company (The)
                                                                                                                                                                                                                                                                • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                                                                • Dr Pepper Snapple Group, Inc.
                                                                                                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                                                                                                • Food and Drug Administration
                                                                                                                                                                                                                                                                • Greenfield Online
                                                                                                                                                                                                                                                                • International Bottled Water Association
                                                                                                                                                                                                                                                                • Jones Soda Co.
                                                                                                                                                                                                                                                                • McNeil Consumer Nutritionals UK Ltd
                                                                                                                                                                                                                                                                • MySpace.com
                                                                                                                                                                                                                                                                • National Beverage Corp.
                                                                                                                                                                                                                                                                • National Cancer Institute (NCI)
                                                                                                                                                                                                                                                                • National Soft Drink Association
                                                                                                                                                                                                                                                                • PepsiCo Inc
                                                                                                                                                                                                                                                                • Red Bull North America, Inc.
                                                                                                                                                                                                                                                                • Safeway Inc
                                                                                                                                                                                                                                                                • Taco Bell Corp.
                                                                                                                                                                                                                                                                • The Healthy Beverage Company
                                                                                                                                                                                                                                                                • The Kroger Co.
                                                                                                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                • U.S. Department of Agriculture
                                                                                                                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                                                                                                                • Wegmans Food Markets, Inc
                                                                                                                                                                                                                                                                • YouTube, Inc.

                                                                                                                                                                                                                                                                Carbonated Soft Drinks - US - June 2009

                                                                                                                                                                                                                                                                £3,277.28 (Excl.Tax)