Non-alcoholic Beverages: A Retail Perspective - US - March 2009
After several years of slow but steady growth, non-alcoholic beverage category dollar sales slipped slightly in 2008. Non-alcoholic beverages have experienced an explosion of new products; new beverages delivering ever more narrowly targeted benefits in areas ranging from energy and performance to environmental sustainability. The breadth of choice available to beverage shoppers has never been greater, or more complex.
The ever-expanding array of value-added benefits in the beverage aisle presents retailers with an opportunity to re-examine their beverage merchandising and marketing practices. By exploring how to recognize and incorporate these new benefit areas in the beverage shopping process, retailers may uncover new streams of profitable volume in the non-alcoholic beverage aisle. Therefore, this report examines how all of these issues and trends are impacting beverage retailing, as well as:
- An examination of the major consumer dynamics that are influencing the beverage aisle overall and each of its major segments—health and wellness; lifestyle and demographics; the environment; and the current state of economy
- The strategies of leading beverage marketers and how they are impacting beverage retailing
- An overview of new product activity in the major retail channels
- How supermarkets continue to dominate sales despite inroads from other channels offering their own distinct combinations of value and convenience
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