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Functional Beverages - US - May 2010

The functional beverages market showed impressive gains during 2004-07 but, like many other categories, sales fell in response to recessionary pressures. Companies developed a variety of new products in 2008 and 2009, yet many consumers preferred brand familiarly and a value proposition during the recession. Given the fact that many consumers are as frugal and fickle as ever when shopping for beverages, it is important to engage in a comprehensive analysis of the market with a keen focus on the preferences of current and potential customers.

This report is designed to provide the data and insight needed to gain a competitive advantage in the current market. More specifically, the report addresses the following questions:

  • How have sales of functional beverages fluctuated in recent years, and why?
  • Of the six segments included in the study—functional juice and drinks, energy drinks and shots, enhanced waters, functional soy drinks, functional teas and functional yogurt drinks/smoothies—which have posted gains in recent years, and which have performed poorly?
  • What impact is the health and wellness trend having on the market?
  • What impact is the economy having on the market?
  • What impact will increased Food and Drug Administration (FDA) scrutiny have on the market?
  • How much interest is there among consumers for beverages that include herbal supplements and other “novel ingredients”?
  • What specific health benefits are consumers most interested in, and which are in less demand?
  • How effective do consumers believe functional beverages are in helping them maintain good health?
  • How are the lifestyles and attitudes of functional beverage users similar or distinct from non-users?

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Table of contents

  1. Scope and Themes

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

                      • Market size and forecast
                        • Competitive context
                          • Segment performance
                            • Functional juice and juice drinks
                              • Companies and brands
                                • Energy drinks
                                  • Enhanced water
                                    • Functional soy, rice and almond-based drinks
                                      • Functional tea
                                        • Functional yogurt drinks and smoothies
                                          • Retail channels
                                            • Supermarkets
                                              • Drug and other
                                                • Market drivers
                                                  • Incidence and frequency of use
                                                    • Use of and interest in specific additives
                                                      • Interest in specific health benefits
                                                        • Perceived efficacy
                                                          • Influence of price, value and the recession
                                                            • Attitudes toward labeling and regulation
                                                              • Influence of added sugar and HFCS
                                                                • Attitudes toward health, diet and lifestyle
                                                                  • Race and Hispanic origin
                                                                  • Insights and Opportunities

                                                                    • FDA scrutinizing claims; many consumers suspicious of veracity of claims
                                                                      • Warning letters from the FDA and lawsuits can undermine product positioning
                                                                          • Figure 1: Opinions about beverage labeling, by household income, November 2009
                                                                        • Evaluate claims carefully before advertising them
                                                                          • New zero-calorie sweeteners could help drive growth
                                                                            • New energy crystals could undermine future growth of energy drinks
                                                                            • Inspire Insights

                                                                                • Trend 1: Diets out, weight management in
                                                                                  • What’s it all about?
                                                                                    • What we’ve seen?
                                                                                      • Implications for functional beverage category
                                                                                        • Trend 2: Food and Beauty
                                                                                          • What it’s all about?
                                                                                            • What we’ve seen?
                                                                                              • You are what you drink
                                                                                                • Implications for functional beverage category
                                                                                                • Market Size and Forecast

                                                                                                  • Key points
                                                                                                    • Sales decline in 2009, projected to remain flat between now and 2014
                                                                                                      • Figure 2: FDMx sales and forecast of functional beverages, at current prices, 2004-14
                                                                                                      • Figure 3: FDMx sales and forecast of functional beverages, at inflation-adjusted terms, 2004-14
                                                                                                  • Competitive Context

                                                                                                    • Key points
                                                                                                      • Drink mixes could pose more of a threat in the future
                                                                                                        • Figure 4: FDMx sales of fruit drink mixes, 2004-09
                                                                                                      • Over-the-counter vitamins/mineral supplements pose competition to pricy functional drinks
                                                                                                      • Segment Performance

                                                                                                        • Key points
                                                                                                          • Wellness trend growth for some brands, losses for others
                                                                                                            • Need for more energy drives category growth
                                                                                                              • Figure 5: FDMx sales of functional beverages, by segment, 2004-09
                                                                                                              • Figure 6: FDMx sales of functional beverages by segment, 2007-09
                                                                                                          • Segment Performance—Functional Juice and Juice Drinks

                                                                                                            • Key points
                                                                                                              • Recession drives declines but some established brands continue to win
                                                                                                                • Figure 7: FDMx sales and forecast of functional fruit and vegetable juice/juice drinks, 2004-14
                                                                                                            • Segment Performance—Energy Drinks

                                                                                                              • Key points
                                                                                                                • Sales growth slows due to competitive and recessionary pressures
                                                                                                                  • Energy shot sales show impressive gains during recession
                                                                                                                    • Figure 8: FDMx sales and forecast of energy drinks, at current prices, 2004-14
                                                                                                                • Segment Performance—Enhanced Water

                                                                                                                  • Key points
                                                                                                                    • Many consumers likely turning away from enhanced waters due to financial concerns
                                                                                                                      • Concerns about sugar and calories drive some to avoid category
                                                                                                                        • Figure 9: FDMx sales and forecast of enhanced water, 2004-14
                                                                                                                    • Segment Performance—Functional Soy, Rice and Almond-based Drinks

                                                                                                                      • Key points
                                                                                                                        • Recent deceleration of sales growth likely a product of recession
                                                                                                                          • Figure 10: FDMx sales and forecast of functional soy, rice and almond-based drinks, 2004-14
                                                                                                                      • Segment Performance—Functional Tea

                                                                                                                        • Key points
                                                                                                                          • Functional tea grows as consumers seek healthier alternatives to soda
                                                                                                                            • Figure 11: FDMx sales and forecast of functional tea, 2004-14
                                                                                                                        • Segment Performance—Functional Yogurt Drinks and Smoothies

                                                                                                                          • Key points
                                                                                                                            • Price premiums in the segment take a toll
                                                                                                                              • Figure 12: FDMx sales and forecast of functional yogurt drinks/smoothies, 2004-14
                                                                                                                          • Retail Channels

                                                                                                                            • Key points
                                                                                                                              • Supermarkets remain dominant channel
                                                                                                                                • Figure 13: FDMx sales of functional beverages, by retail channel, 2007 and 2009
                                                                                                                            • Retail Channels—Supermarkets

                                                                                                                              • Many supermarkets embracing health and wellness trend
                                                                                                                                • Figure 14: Supermarket sales of functional beverages, 2004-09
                                                                                                                            • Retail Channels—Drug and Other

                                                                                                                              • Drug and other grow as supermarket sales decline
                                                                                                                                • Figure 15: Drugstore and other FDMx sales of functional beverages, 2004-09
                                                                                                                            • Retail Channels—Natural Channel/SPINS

                                                                                                                              • Sales of functional beverages in the natural channel
                                                                                                                                • Figure 16: Natural supermarket sales of functional beverages, at current prices, March 2008- March 2010
                                                                                                                                • Figure 17: Natural supermarket sales of functional beverages, at inflation-adjusted prices, March 2008 - March 2010
                                                                                                                              • Natural channel sales by segment
                                                                                                                                • Non-dairy beverages growth fueled by almond milk
                                                                                                                                  • Skyrocketing Kombucha sales motivate Honest Tea and Celestial to action
                                                                                                                                    • Odwalla and Naked slow but functional juices grow
                                                                                                                                      • Functional dried tea slows while enhanced water sales evaporate
                                                                                                                                        • Yogurt drinks, energy drinks and RTD teas still small but growing well
                                                                                                                                          • Figure 18: Natural supermarket sales of functional beverages, by segment, 2008 and 2010
                                                                                                                                        • Brand table: Functional beverages
                                                                                                                                          • Figure 19: Manufacturer brand natural supermarket sales of functional beverages, 2008 and 2010
                                                                                                                                        • Natural channel sales of functional beverages by organic
                                                                                                                                          • Figure 20: Natural supermarket sales of functional beverages, by organic vs. non-organic, 2008 and 2010
                                                                                                                                      • Market Drivers

                                                                                                                                        • Key points
                                                                                                                                          • Number of adults watching diet levels off as obesity hits plateau
                                                                                                                                            • Figure 21: Incidence of presently watching/controlling diet, May 2004-June 2009
                                                                                                                                            • Figure 22: Percentage of population aged 20 and over who are overweight or obese or extremely obese, 1988-2008
                                                                                                                                          • Need for kid-friendly beverages that are low in calories remains high
                                                                                                                                            • Figure 23: Prevalence of obesity among children and adolescents, 2-19 years of age, 1976-2008
                                                                                                                                          • Concerns about fat and weight often shape purchase decision-making
                                                                                                                                            • Figure 24: Reasons for watching/controlling diet, 2006 and 2009
                                                                                                                                            • Figure 25: Attributes diet-watchers look for in food, 2006 and 2009
                                                                                                                                          • Aging population will continue to drive demand for beverages that help weight loss and healthy weight management
                                                                                                                                            • Figure 26: Prevalence of obesity and overweight among adults aged 20 years or older, by gender and age, 1999-2008
                                                                                                                                            • Figure 27: U.S. population, by age, 2005-15
                                                                                                                                          • Some driven into category due to need to increase fruit and vegetable consumption to maintain optimal health
                                                                                                                                            • Figure 28: Average daily per capita calories consumed*, by food group, 1970-2004
                                                                                                                                          • Rapid growth of Hispanic segment will help drive future sales
                                                                                                                                            • Figure 29: U.S. population, by race and Hispanic origin, 2005-15
                                                                                                                                          • Limited disposable income and reduced credit card use contributes to lower overall category spending
                                                                                                                                            • Figure 30: Real Disposable income, January 2007-January 2010
                                                                                                                                            • Figure 31: Use of credit cards compared to previous year, October 2008 and 2009
                                                                                                                                          • High unemployment and underemployment drives down discretionary spending
                                                                                                                                            • Figure 32: U.S. unemployment and underemployment rate, January 2007-March 2010
                                                                                                                                          • Historically low levels of confidence discourage many from spending
                                                                                                                                            • Figure 33: Consumer Sentiment, January 2007-March 2010
                                                                                                                                        • Companies and Brands

                                                                                                                                          • Key points
                                                                                                                                            • Dominant players losing ground as consumers turn to private label and other alternatives
                                                                                                                                                • Figure 34: FDMx sales of functional beverages for leading companies in the U.S., January 2009-January 2010
                                                                                                                                            • Brand Share—Functional Juice and Juice Drinks

                                                                                                                                              • Key points
                                                                                                                                                • Tropicana continues to struggle after redesign; demand for sweet juices falls
                                                                                                                                                    • Figure 35: FDMx brand sales of functional fruit and vegetable juice/drinks in the U.S., January 2009-January 2010
                                                                                                                                                • Brand Share—Energy Drinks

                                                                                                                                                  • Key points
                                                                                                                                                    • Red Bull, Hansen Natural and Living Essential driving category growth
                                                                                                                                                      • Figure 36: FDMx brand sales of energy drinks and energy shots in the U.S., part 1, January 2009-January 2010
                                                                                                                                                      • Figure 37: FDMx brand sales of energy drinks and energy shots in the U.S., part 2, January 2009-January 2010
                                                                                                                                                  • Brand Share—Enhanced Water

                                                                                                                                                    • Key points
                                                                                                                                                      • Vitaminwater 10 and SoBe Lifewater skyrocket as many other brands struggle
                                                                                                                                                        • Major players lose to “others”
                                                                                                                                                          • Figure 38: FDMx brand sales of enhanced water in the U.S., January 2009-January 2010
                                                                                                                                                      • Brand Share—Functional Soy, Rice and Almond-based Drinks

                                                                                                                                                        • Key points
                                                                                                                                                          • Category performs relatively well due to steady demand for dairy alternatives
                                                                                                                                                            • Figure 39: FDMx brand sales of functional soy- and non-fruit drinks in the U.S., January 2009-January 2010
                                                                                                                                                        • Brand Share—Functional Tea

                                                                                                                                                          • Key points
                                                                                                                                                            • AriZona continues to dominate with sweet taste and competitive pricing
                                                                                                                                                                • Figure 40: FDMx brand sales of functional tea in the U.S., January 2009-January 2010
                                                                                                                                                            • Brand Share—Functional Yogurt Drinks and Smoothies

                                                                                                                                                              • Key point
                                                                                                                                                                • Bolthouse, Dannon Activia and Superfood post strong growth despite weak category performance
                                                                                                                                                                  • Figure 41: FDMx brand sales of functional yogurt drinks/smoothies in the U.S., part 1, January 2009-January 2010
                                                                                                                                                                  • Figure 42: FDMx brand sales of functional yogurt drinks/smoothies in the U.S., part 2, January 2009-January 2010
                                                                                                                                                              • Brand Qualities

                                                                                                                                                                • Bolthouse Farms grows with competitive pricing on super-premium offering
                                                                                                                                                                  • Ocean Spray wins with antioxidants, brand equity and competitive pricing
                                                                                                                                                                  • Innovation and Innovators

                                                                                                                                                                    • Companies respond to aging population with cardiovascular and bone health products
                                                                                                                                                                      • Figure 43: Number of new functional non-alcoholic beverage product introductions in U.S., 2004-10
                                                                                                                                                                    • A variety of highly innovative products have been launched in the last two years
                                                                                                                                                                      • Beauty benefits
                                                                                                                                                                        • Bone health
                                                                                                                                                                          • Brain and nervous system
                                                                                                                                                                            • Cardiovascular
                                                                                                                                                                              • Digestive
                                                                                                                                                                                • Immune
                                                                                                                                                                                  • Prebiotic
                                                                                                                                                                                    • Weight control
                                                                                                                                                                                      • Other
                                                                                                                                                                                        • Global functional beverage innovation
                                                                                                                                                                                        • Advertising and Promotion

                                                                                                                                                                                          • Overview
                                                                                                                                                                                            • Analysis of television ads
                                                                                                                                                                                              • Many emphasize tangible benefits to drive sales
                                                                                                                                                                                                • Figure 44: 5-Hour Energy ad, 2009
                                                                                                                                                                                                • Figure 45: Drench (Drench Antioxidant Enhanced Water) ad, 2009
                                                                                                                                                                                                • Figure 46: Glacéau Vitaminwater Revive ad, 2010
                                                                                                                                                                                              • Vegetable juice helps align brands with health and wellness
                                                                                                                                                                                                • Figure 47: V8 V-Fusion ad, 2010
                                                                                                                                                                                                • Figure 48: Ocean Spray 100% fruit & veggie ad, 2010
                                                                                                                                                                                            • Incidence and Frequency of Use

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Half report using a functional beverage in the last three months
                                                                                                                                                                                                  • Figure 49: Purchase of functional food and beverage, by age, January 2010
                                                                                                                                                                                                • Orange juice remains dominant; upper income more likely to use
                                                                                                                                                                                                  • Figure 50: Types of functional beverages consumed, by household income, January 2010
                                                                                                                                                                                                • More than half (55%) report using functional beverages 4-30 times per month
                                                                                                                                                                                                  • Figure 51: Frequency of consuming functional food and beverage, by age, January 2010
                                                                                                                                                                                              • Use of and Interest in Specific Additives

                                                                                                                                                                                                • Antioxidant additives in high demand
                                                                                                                                                                                                  • Figure 52: Interest in antioxidant additives in functional beverages, by household income, January 2010
                                                                                                                                                                                                • Most do not seek out protein additives
                                                                                                                                                                                                  • Figure 53: Interest in protein additives in functional beverages, by household income, January 2010
                                                                                                                                                                                                • Affluents more likely to seek out bacteria additives
                                                                                                                                                                                                  • Figure 54: Interest in bacteria additives in functional beverages, by household income, January 2010
                                                                                                                                                                                                • Demand for energy boosters somewhat higher among men
                                                                                                                                                                                                  • Figure 55: Interest in energy-enhancing additives in functional beverages, by gender, January 2010
                                                                                                                                                                                                • Vitamin additives popular among mature consumers
                                                                                                                                                                                                  • Figure 56: Interest in vitamin, calcium, and fiber additives in functional beverages, by age, January 2010
                                                                                                                                                                                                • Affluents generally more likely to use obscure supplements
                                                                                                                                                                                                  • Figure 57: Additives least likely* to be sought in functional beverages, by household income, January 2010
                                                                                                                                                                                              • Interest in Specific Health Benefits

                                                                                                                                                                                                • Stress relief and memory enhancement popular psychological benefits
                                                                                                                                                                                                  • Figure 58: Desired psychological benefits in functional beverages, by age, January 2010
                                                                                                                                                                                                  • Figure 59: Desired psychological benefits in functional beverages, by gender, January 2010
                                                                                                                                                                                                • Nearly half seek weight loss aids
                                                                                                                                                                                                  • Figure 60: Desired weight-related benefits in functional beverages, by age, January 2010
                                                                                                                                                                                                  • Figure 61: Desired weight-related benefits in functional beverages, by gender, January 2010
                                                                                                                                                                                                • Immunity, digestion and vitamins all in particularly high demand
                                                                                                                                                                                                  • Figure 62: Desired health-related benefits in functional beverages, by age, January 2010
                                                                                                                                                                                              • Perceived Efficacy

                                                                                                                                                                                                • Most are unsure or believe functional products are only somewhat effective
                                                                                                                                                                                                  • Figure 63: Perception of effectiveness of functional food and beverage, by age, January 2010
                                                                                                                                                                                                • Clinical research can be a powerful driver within high demand segments
                                                                                                                                                                                                  • Figure 64: Influence of perceived efficacy on purchase of functional food and beverages, by age, January 2010
                                                                                                                                                                                              • Influence of Price, Value and the Recession

                                                                                                                                                                                                • Price is a key barrier to adoption and frequent usage
                                                                                                                                                                                                    • Figure 65: Influence of price, value and the recession on purchase of functional food and beverages, by age, January 2010
                                                                                                                                                                                                • Attitudes Toward Labeling and Regulation

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Most in favor of FDA testing and increased regulation
                                                                                                                                                                                                      • Figure 66: Attitudes towards FDA regulation, by age, January 2010
                                                                                                                                                                                                  • Influence of Added Sugar and HFCS

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Added sugar and sweeteners can be a significant barrier to adoption and frequent usage
                                                                                                                                                                                                        • Figure 67: Influence of added sugar and high fructose corn syrup on purchase of functional food and beverages, by household income, January 2010
                                                                                                                                                                                                        • Figure 68: Influence of added sugar and high fructose corn syrup on purchase of functional food and beverages, by gender, January 2010
                                                                                                                                                                                                    • Attitudes Toward Health, Diet and Lifestyle

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Users somewhat more weight conscious and less likely to cook at home
                                                                                                                                                                                                          • Figure 69: Use of healthy lifestyle practices, by use of functional beverage, January 2010
                                                                                                                                                                                                          • Figure 70: Use of healthy lifestyle practices, by household income, January 2010
                                                                                                                                                                                                        • Users are slightly less price conscious than non-users
                                                                                                                                                                                                          • Figure 71: Use of unhealthy lifestyle practices, by use of functional food or beverage, January 2010
                                                                                                                                                                                                          • Figure 72: Prevalence of less healthy lifestyle practices, by household income, January 2010
                                                                                                                                                                                                        • Users somewhat more likely to use homeopathic remedies
                                                                                                                                                                                                          • Figure 73: Use of vitamins and “new age” lifestyle practices, by use of functional beverages, January 2010
                                                                                                                                                                                                      • Impact of Race and Hispanic Origin

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Asians and Hispanics over-index on use of functional products
                                                                                                                                                                                                            • Figure 74: Purchase of functional food and beverage, by race/Hispanic origin, January 2010
                                                                                                                                                                                                          • Many functional beverages especially popular with Hispanics
                                                                                                                                                                                                            • Figure 75: Types of functional beverages consumed, by race/Hispanic origin, January 2010
                                                                                                                                                                                                          • Hispanics somewhat more likely to use beverages with probiotic and prebiotic bacteria
                                                                                                                                                                                                            • Figure 76: Interest in bacteria additives in functional beverages, by race/Hispanic origin, January 2010
                                                                                                                                                                                                          • Blacks somewhat more likely to seek low cholesterol products that can help manage blood pressure
                                                                                                                                                                                                            • Figure 77: Desired health-related benefits in functional beverages, by race/Hispanic origin, January 2010
                                                                                                                                                                                                          • Hispanics more likely to view functional products as highly effective
                                                                                                                                                                                                            • Figure 78: Perception of effectiveness of functional food and beverage, by race/Hispanic origin, January 2010
                                                                                                                                                                                                        • Cluster Analysis

                                                                                                                                                                                                            • Droppers
                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                    • Drinkers
                                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                            • Believers
                                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                    • Cluster characteristics
                                                                                                                                                                                                                                      • Figure 79: Functional beverage clusters, January 2010
                                                                                                                                                                                                                                      • Figure 80: Types of functional beverages consumed, by functional beverage clusters, January 2010
                                                                                                                                                                                                                                      • Figure 81: Attitudes towards FDA regulation, by functional beverage clusters, January 2010
                                                                                                                                                                                                                                      • Figure 82: Influence of price, value and the recession on purchase of functional food and beverages, by functional beverage clusters, January 2010
                                                                                                                                                                                                                                      • Figure 83: Influence of perceived efficacy on purchase of functional food and beverages, by functional beverage clusters, January 2010
                                                                                                                                                                                                                                      • Figure 84: Influence of added sugar and high fructose corn syrup on purchase of functional food and beverages, by functional beverage clusters, January 2010
                                                                                                                                                                                                                                      • Figure 85: Desired psychological benefits in functional beverages, by functional beverage clusters, January 2010
                                                                                                                                                                                                                                      • Figure 86: Desired weight-related benefits in functional beverages, by functional beverage clusters, January 2010
                                                                                                                                                                                                                                      • Figure 87: Desired health-related benefits in functional beverages, by functional beverage clusters, January 2010
                                                                                                                                                                                                                                    • Cluster demographics
                                                                                                                                                                                                                                      • Figure 88: Functional beverage clusters, by gender, January 2010
                                                                                                                                                                                                                                      • Figure 89: Functional beverage clusters, by age group, January 2010
                                                                                                                                                                                                                                      • Figure 90: Functional beverage clusters, by household income group, January 2010
                                                                                                                                                                                                                                      • Figure 91: Functional beverage clusters, by race, January 2010
                                                                                                                                                                                                                                      • Figure 92: Functional beverage clusters, by Hispanic origin, January 2010
                                                                                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                                                                                    • Custom Consumer Groups

                                                                                                                                                                                                                                      • Users more likely to value convenience, weight maintenance and natural
                                                                                                                                                                                                                                          • Figure 93: Use of healthy lifestyle practices, by use of functional food or beverage, January 2010
                                                                                                                                                                                                                                        • Users more likely to use homeopathic remedies and do Pilates
                                                                                                                                                                                                                                            • Figure 94: Use of niche healthy lifestyle practices, by use of functional food or beverage, January 2010
                                                                                                                                                                                                                                        • Appendix A: Additional Consumer Tables

                                                                                                                                                                                                                                            • Age comparisons
                                                                                                                                                                                                                                              • Figure 95: Types of functional beverages consumed, by age, January 2010
                                                                                                                                                                                                                                              • Figure 96: Interest in antioxidant additives in functional beverages, by age, January 2010
                                                                                                                                                                                                                                              • Figure 97: Interest in protein additives in functional beverages, by age, January 2010
                                                                                                                                                                                                                                              • Figure 98: Interest in bacteria additives in functional beverages, by age, January 2010
                                                                                                                                                                                                                                              • Figure 99: Interest in energy-enhancing additives in functional beverages, by age, January 2010
                                                                                                                                                                                                                                              • Figure 100: Additives in functional beverages sought by less than 20% of respondents, by age, January 2010
                                                                                                                                                                                                                                              • Figure 101: Attitudes towards FDA regulation, by household income, January 2010
                                                                                                                                                                                                                                              • Figure 102: Influence of added sugar and high-fructose corn syrup on purchase of functional food and beverages, by age, January 2010
                                                                                                                                                                                                                                              • Figure 103: Use of healthy lifestyle practices, by age, January 2010
                                                                                                                                                                                                                                              • Figure 104: Use of niche healthy lifestyle practices, by age, January 2010
                                                                                                                                                                                                                                              • Figure 105: Use of less healthy lifestyle practices, by age, January 2010
                                                                                                                                                                                                                                            • Gender comparisons
                                                                                                                                                                                                                                              • Figure 106: Types of functional beverages consumed, by gender, January 2010
                                                                                                                                                                                                                                              • Figure 107: Frequency of consuming functional food and beverage, by gender, January 2010
                                                                                                                                                                                                                                              • Figure 108: Interest in protein additives in functional beverages, by gender, January 2010
                                                                                                                                                                                                                                              • Figure 109: Interest in vitamin, calcium, and fiber additives in functional beverages, by gender, January 2010
                                                                                                                                                                                                                                              • Figure 110: Additives least likely* to be sought in functional beverages, by gender, January 2010
                                                                                                                                                                                                                                              • Figure 111: Perception of effectiveness of functional food and beverage, by gender, January 2010
                                                                                                                                                                                                                                              • Figure 112: Use of less healthy lifestyle practices, by gender, January 2010
                                                                                                                                                                                                                                              • Figure 113: Use of healthy lifestyle practices, by gender, January 2010
                                                                                                                                                                                                                                            • Household income comparisons
                                                                                                                                                                                                                                              • Figure 114: Purchase of functional food and beverage, by household income, January 2010
                                                                                                                                                                                                                                              • Figure 115: Frequency of consuming functional food and beverage, by household income, January 2010
                                                                                                                                                                                                                                              • Figure 116: Interest in vitamin, calcium, and fiber additives in functional beverages, by household income, January 2010
                                                                                                                                                                                                                                              • Figure 117: Interest in energy-enhancing additives in functional beverages, by household income, January 2010
                                                                                                                                                                                                                                              • Figure 118: Desired psychological benefits in functional beverages, by household income, January 2010
                                                                                                                                                                                                                                              • Figure 119: Desired weight-related benefits in functional beverages, by household income, January 2010
                                                                                                                                                                                                                                              • Figure 120: Desired health-related benefits in functional beverages, by household income, January 2010
                                                                                                                                                                                                                                              • Figure 121: Perception of effectiveness of functional food and beverage, by household income, January 2010
                                                                                                                                                                                                                                              • Figure 122: Influence of perceived efficacy on purchase of functional food and beverages, by household income, January 2010
                                                                                                                                                                                                                                              • Figure 123: Influence of price, value and the recession on purchase of functional food and beverages, by household income, January 2010
                                                                                                                                                                                                                                              • Figure 124: Use of vitamins and “new age” lifestyle practices, by household income, January 2010
                                                                                                                                                                                                                                            • Race and Hispanic origin comparisons
                                                                                                                                                                                                                                              • Figure 125: Frequency of consuming functional food and beverage, by race/Hispanic origin, January 2010
                                                                                                                                                                                                                                              • Figure 126: Interest in antioxidant additives in functional beverages, by race/Hispanic origin, January 2010
                                                                                                                                                                                                                                              • Figure 127: Interest in energy-enhancing additives in functional beverages, by race/Hispanic origin, January 2010
                                                                                                                                                                                                                                              • Figure 128: Interest in vitamin, calcium, and fiber additives in functional beverages, by race/Hispanic origin, January 2010
                                                                                                                                                                                                                                              • Figure 129: Additives least likely* to be sought in functional beverages, by race/Hispanic origin, January 2010
                                                                                                                                                                                                                                              • Figure 130: Desired psychological benefits in functional beverages, by race/Hispanic origin, January 2010
                                                                                                                                                                                                                                              • Figure 131: Desired weight-related benefits in functional beverages, by race/Hispanic origin, January 2010
                                                                                                                                                                                                                                              • Figure 132: Interest in protein additives in functional beverages, by race/Hispanic origin, January 2010
                                                                                                                                                                                                                                              • Figure 133: Influence of perceived efficacy on purchase of functional food and beverages, by race/Hispanic origin, January 2010
                                                                                                                                                                                                                                              • Figure 134: Influence of price, value and the recession on purchase of functional food and beverages, by race/Hispanic origin, January 2010
                                                                                                                                                                                                                                              • Figure 135: Attitudes towards FDA regulation, by race/Hispanic origin, January 2010
                                                                                                                                                                                                                                              • Figure 136: Use of healthy lifestyle practices, by race/Hispanic origin, January 2010
                                                                                                                                                                                                                                              • Figure 137: Use of unhealthy lifestyle practices, by race/Hispanic origin, January 2010
                                                                                                                                                                                                                                              • Figure 138: Use of niche healthy lifestyle practices, by race/Hispanic origin, January 2010
                                                                                                                                                                                                                                          • Appendix B: Trade Associations

                                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                                            • American Botanical Council (ABC)
                                                                                                                                                                                                                                            • American Council on Science and Health (ACSH)
                                                                                                                                                                                                                                            • American Dietetic Association (ADA)
                                                                                                                                                                                                                                            • American Heart Association, Inc.
                                                                                                                                                                                                                                            • American Herbal Products Association
                                                                                                                                                                                                                                            • American Medical Association (AMA)
                                                                                                                                                                                                                                            • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                                            • CVS Caremark Corporation
                                                                                                                                                                                                                                            • Dannon Co
                                                                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                                                                            • Food and Drug Administration
                                                                                                                                                                                                                                            • Food Marketing Institute
                                                                                                                                                                                                                                            • General Mills Inc
                                                                                                                                                                                                                                            • Greenfield Online
                                                                                                                                                                                                                                            • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                                                            • Herb Research Foundation (HRF)
                                                                                                                                                                                                                                            • HJ Heinz Company
                                                                                                                                                                                                                                            • Institute of Food Technologists (IFT)
                                                                                                                                                                                                                                            • International Food Information Council Foundation (IFIC)
                                                                                                                                                                                                                                            • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                            • National Center for Complementary and Alternative Medicine (NCCAM)
                                                                                                                                                                                                                                            • National Institutes of Health
                                                                                                                                                                                                                                            • Natural Products Association
                                                                                                                                                                                                                                            • Nestlé USA
                                                                                                                                                                                                                                            • Ocean Spray Cranberries, Inc
                                                                                                                                                                                                                                            • PepsiCo Inc
                                                                                                                                                                                                                                            • Red Bull North America, Inc.
                                                                                                                                                                                                                                            • Stonyfield Farm
                                                                                                                                                                                                                                            • The Hain Celestial Group, Inc.
                                                                                                                                                                                                                                            • Trader Joe's Company Inc
                                                                                                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                            • U.S. Department of Agriculture
                                                                                                                                                                                                                                            • Unilever USA
                                                                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                                                                            • Wm. Bolthouse Farms Inc.
                                                                                                                                                                                                                                            • Yoplait USA

                                                                                                                                                                                                                                            Functional Beverages - US - May 2010

                                                                                                                                                                                                                                            £3,199.84 (Excl.Tax)