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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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Table of contents

  1. Scope and Themes

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

                    • Market at a glance
                      • Coke and Pepsi set the tone for competition in the category
                        • Dr Pepper Snapple Group and Nestlé Waters also compete
                          • New beverages blur segment lines, create placement challenges
                            • Line extensions have created an explosion of choice, but at a price
                              • Private label gaining a bit of momentum
                                • Segment performance driven by various consumer dynamics
                                  • New product trends underscore changing segment dynamics
                                    • Beverages widely available; supermarkets still dominate
                                      • Key findings from consumer survey
                                      • Insights and Opportunities

                                        • Moving beyond price promotions to added-value benefits
                                          • Organizing the aisle from the standpoint of the shopper
                                            • Shopper marketing by benefit area
                                              • Wellness
                                                • Performance/functional
                                                  • Flavor/enjoyment
                                                    • Sustainability offers a platform for shopper engagement across all beverage segments
                                                    • Inspire Trends

                                                        • Trend: Big Spending Shifts
                                                          • What’s it about
                                                            • Evidence of trading down and retracting demand in beverages
                                                              • Future implications: finding the silver lining
                                                                • Trend: Giving a facelift to a global brand
                                                                  • What’s it about
                                                                    • What we have seen
                                                                      • … but consider the risk of giving a facelift
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                            • Figure 1: FDMx sales and forecast of non-alcoholic beverages at current prices, 2003-13
                                                                            • Figure 2: FDMx sales and forecast of non-alcoholic beverages at inflation-adjusted prices, 2003-13
                                                                        • Competitive Context

                                                                          • Key points
                                                                            • Coke and Pepsi set the tone for competition in the category
                                                                              • Figure 3: The Coca-Cola Company’s brand display at 2008 Olympics
                                                                            • Dr Pepper Snapple Group provides a counterpoint to the big two
                                                                              • Nestlé rides bottled water wave
                                                                                • New beverages blur segment lines, create placement challenges
                                                                                  • Line extensions have created an explosion of choice, but at a price
                                                                                    • Private label gaining a bit of momentum
                                                                                        • Figure 4: FDMx market share of private label non-alcoholic beverages, by segment, 2005-08
                                                                                    • Segment Performance

                                                                                      • Key points
                                                                                        • Divergent performance across segments over the past five years
                                                                                            • Figure 5: FDMx* sales and forecast of non-alcoholic beverages at current prices, by segment, 2003-13
                                                                                            • Figure 6: FDMx* sales of non-alcoholic beverages, by segment, 2006 and 2008
                                                                                          • New product trends underscore changing segment dynamics
                                                                                              • Figure 7: U.S. new non-alcoholic beverage introductions, 2003-08
                                                                                          • Retail: An Overview

                                                                                            • Key points
                                                                                              • Beverages widely available; strategies vary from channel to channel
                                                                                                  • Figure 8: FDMx sales of non-alcoholic beverages, by retail channel, 2006 and 2008
                                                                                                • Wal-Mart sales
                                                                                                • Retail Channels: Supermarkets

                                                                                                  • Key points
                                                                                                    • Despite declining share, supermarkets remain dominant beverage channel
                                                                                                        • Figure 9: Supermarket sales of non-alcoholic beverages at current prices, by segment, 2003-08
                                                                                                        • Figure 10: U.S. sales of non-alcoholic beverages at supermarkets, 2003-08
                                                                                                      • New product introductions in supermarkets skew to big segments
                                                                                                        • Figure 11: U.S. new non-alcoholic beverage introductions at supermarkets, 2006-08
                                                                                                      • Pro-health claims top the list of new product claims in supermarkets
                                                                                                        • Figure 12: Top claims for all beverage introductions at supermarkets, 2006-08
                                                                                                      • Kosher
                                                                                                        • All natural
                                                                                                          • No additives/preservatives
                                                                                                          • Retail Channels—Other

                                                                                                            • Key points
                                                                                                              • Low prices drive share growth for mass merchants
                                                                                                                • Figure 13: U.S. sales of non-alcoholic beverages at other* channels, 2003-08
                                                                                                              • New product introductions considerably lower in mass merchandisers, compared to other channels
                                                                                                                • Figure 14: U.S. new non-alcoholic beverage introductions at mass merchandisers, 2006-08
                                                                                                              • New product trends in mass merchandisers
                                                                                                                • Figure 15: Top trends for all beverage introductions at mass merchandisers, 2006-08
                                                                                                              • Kosher
                                                                                                                • Vitamin/mineral fortified
                                                                                                                  • Sugar (Low/No/Reduced)
                                                                                                                  • Retail Channels – Convenience Stores

                                                                                                                    • Key points
                                                                                                                      • Beverages, especially energy drinks, are c-store essentials
                                                                                                                        • C-store new product intros focus on energy
                                                                                                                          • Figure 16: U.S. new non-alcoholic beverage introductions at convenience stores, 2006-08
                                                                                                                        • New product trends in convenience stores
                                                                                                                          • Figure 17: Top claims for all beverage introductions at convenience stores, 2006-08
                                                                                                                        • Vitamin/mineral fortified
                                                                                                                          • Calorie (Low/No/Reduced)
                                                                                                                            • Sugar (Low/No/Reduced)
                                                                                                                              • Natural channel/SPINS
                                                                                                                                • Non-alcoholic beverage sales small but steady in natural channels
                                                                                                                                  • Sales of beverages in the natural channel
                                                                                                                                    • Figure 18: Natural product supermarket retail sales of non-alcoholic beverages, at current prices, 2006-08
                                                                                                                                    • Figure 19: Natural product supermarket retail sales of non-alcoholic beverages, at inflation-adjusted prices, 2006-08
                                                                                                                                  • Natural channel sales by segment
                                                                                                                                      • Figure 20: Natural product supermarket retail sales of beverages, 2006-08
                                                                                                                                  • Market Drivers

                                                                                                                                    • Key points
                                                                                                                                      • Trend towards eating healthily and watching diet can influence the traditional beverage aisle assortment
                                                                                                                                        • Figure 21: Incidence of eating healthier and watching/controlling diet, 2004 and 2008
                                                                                                                                      • Health focus expanding beyond weight loss to a broader, more customized view of wellness
                                                                                                                                        • Figure 22: Reasons for watching/controlling diet, 2004 and 2008
                                                                                                                                      • Increasing importance of health puts spotlight on packaging and in-aisle communication
                                                                                                                                        • Figure 23: Attitudes and behavior towards using packaging as an information tool, by age, December 2008
                                                                                                                                      • Women are likely to be the primary shopper
                                                                                                                                        • Figure 24: Primary household shopper, by gender, December 2008
                                                                                                                                      • An aging population suggests a shift in beverage retailing strategies
                                                                                                                                        • Figure 25: U.S. population of adults aged 18 and over, by age group, 2003-13
                                                                                                                                      • Hispanics offer opportunities in the beverage aisle
                                                                                                                                        • Figure 26: Population, by race and Hispanic origin, 2003-13
                                                                                                                                    • Brand Performance: Carbonated Drinks

                                                                                                                                      • Key points
                                                                                                                                        • Carbonated drinks face considerable headwinds
                                                                                                                                          • Refocus on flagship cola brands
                                                                                                                                            • Opportunities beyond big-brand colas
                                                                                                                                              • Figure 27: Top regular carbonated drinks brands in FDMx*, 2007 and 2008
                                                                                                                                              • Figure 28: Top diet carbonated drinks brands in FDMx*, 2007 and 2008
                                                                                                                                          • Brand Performance: Bottled, Canned, and Aseptic Fruit Juice and Juice Drinks

                                                                                                                                            • Key points
                                                                                                                                              • Stagnant segment growth tied to health concerns
                                                                                                                                                • Newer fusion brands expand, blur boundaries of segment
                                                                                                                                                  • Segment’s diversity presents placement challenge
                                                                                                                                                      • Figure 29: Top aseptic/canned/bottled fruit juice/juice drinks brands in FDMx*, 2007 and 2008
                                                                                                                                                  • Brand Performance: Bottled Water

                                                                                                                                                    • Key points
                                                                                                                                                      • Issues converge to put a halt to growth
                                                                                                                                                        • Enhanced water has fueled growth and crowded shelves
                                                                                                                                                          • Environmental issues and opportunities
                                                                                                                                                            • Figure 30: Top bottled water brands at FDMx*, 2007 and 2008
                                                                                                                                                        • Brand Performance: Sports and Energy Drinks

                                                                                                                                                          • Key points
                                                                                                                                                            • Energy drinks starting to slow after fueling segment growth
                                                                                                                                                              • Sports drinks broaden appeal, compete more directly with other segments
                                                                                                                                                                • Figure 31: Top sports and energy drinks brands in FDMx*, 2007and 2008
                                                                                                                                                            • Brand Performance: Canned and Bottled Tea/Coffee

                                                                                                                                                              • Key points
                                                                                                                                                                • Tea’s healthy, wholesome image drives segment
                                                                                                                                                                  • Figure 32: Top canned and bottled tea and coffee brands in FDMx*, 2008 and 2008
                                                                                                                                                              • Brand Qualities

                                                                                                                                                                • Key points
                                                                                                                                                                  • Brand reinventions remake category
                                                                                                                                                                    • Pepsi “refreshes” with simplified look on package and at shelf
                                                                                                                                                                      • Mountain Dew leverages packaging for creativity and engagement
                                                                                                                                                                        • Snapple upgrades product, updates package
                                                                                                                                                                          • Target’s Archer Farms an example of trend towards premium private label
                                                                                                                                                                          • Advertising and Promotion

                                                                                                                                                                            • Overview
                                                                                                                                                                              • Figure 33: Media expenditure of selected gum/mint brands, 2006-07
                                                                                                                                                                            • Beverages play a role in retailer advertising
                                                                                                                                                                              • Coke and Wal-Mart combine for affordable holiday joy
                                                                                                                                                                                • Figure 34: Wal-Mart Coke holiday ad, 2008
                                                                                                                                                                              • Coke and Wal-Mart collaborate on eco-friendly promotion
                                                                                                                                                                                • Figure 35: Wal-Mart recycled Coke bottle shirts ad, 2008
                                                                                                                                                                              • Target features Dasani in Good Buy campaign
                                                                                                                                                                                • Figure 36: Target Dasani hello good buy ad, 2008
                                                                                                                                                                              • Kroger and 7-Eleven ads feature beverages in price promotions
                                                                                                                                                                                • Figure 37: Kroger football event ad, 2008
                                                                                                                                                                                • Figure 38: Kroger football event ad, 2008
                                                                                                                                                                            • Incidence and Frequency of Purchasing Beverages by Types of Retail Channels

                                                                                                                                                                              • Choice of retail channels to purchase non-alcoholic beverage
                                                                                                                                                                                • Figure 39: Choice of retail channels to purchase non-alcoholic beverages, by age, November 2008
                                                                                                                                                                              • Varying frequency by channel reflects varying shopper motivations
                                                                                                                                                                                • Figure 40: Frequency of purchasing beverages at different retail channels, November 2008
                                                                                                                                                                              • Mean frequency of purchasing beverages at various channels, by demographics
                                                                                                                                                                                • Figure 41: Mean frequency of purchasing beverages at various retailers in a month, by key demographics, November 2008
                                                                                                                                                                              • Incidence and mean frequency of purchasing beverages by itself or with other household purchases
                                                                                                                                                                                • Figure 42: Incidence of purchasing beverages by itself or with other household purchases, November 2008
                                                                                                                                                                                • Figure 43: Mean frequency of purchasing beverages by itself or with other shopping needs in the past month, by key demographics, November 2008
                                                                                                                                                                              • Most beverage purchases decided before going to the store
                                                                                                                                                                                • Figure 44: How often beverage purchases are planned before going shopping, by age, November 2008
                                                                                                                                                                            • Purchase-driving Attributes at Retail

                                                                                                                                                                              • Value pricing: a strong motivator across the board
                                                                                                                                                                                  • Figure 45: Beverage purchase driving attributes at retail, by age, November 2008
                                                                                                                                                                                • Hispanic shoppers heavily influenced by value and in-store displays
                                                                                                                                                                                  • Figure 46: Beverage purchase driving attributes at retail, by race/Hispanic origin, November 2008
                                                                                                                                                                              • Consumer Response to Various Promotional Tactics

                                                                                                                                                                                • Beverage shoppers influenced by a variety of promotional tactics
                                                                                                                                                                                    • Figure 47: Incidence of purchasing beverages, by type of promotion, November 2008
                                                                                                                                                                                  • Promotional responses follow consistent demographic patterns
                                                                                                                                                                                    • Incidence of purchasing beverages by using buy-one-get-free
                                                                                                                                                                                        • Figure 48: Incidence of purchasing beverages on buy-one-get-one free promotion, by age, November 2008
                                                                                                                                                                                        • Figure 49: Incidence of purchasing beverages on buy-one-get-one free promotion, by race/Hispanic origin, November 2008
                                                                                                                                                                                        • Figure 50: Incidence of purchasing beverages on buy-one-get-one free promotion, by presence of children, November 2008
                                                                                                                                                                                      • Incidence of purchasing beverages by using in-store coupon
                                                                                                                                                                                          • Figure 51: Incidence of purchasing beverages by using in-store coupon next to the beverage placement, by age, November 2008
                                                                                                                                                                                          • Figure 52: Incidence of purchasing beverages by using in-store coupon next to the beverage placement, by presence of children, November 2008
                                                                                                                                                                                        • Incidence of purchasing beverages by using coupons clipped from weekly papers or magazine
                                                                                                                                                                                            • Figure 53: Incidence of purchasing beverages by using coupons clipped from weekly papers or magazine, by age, November 2008
                                                                                                                                                                                          • Incidence of purchasing beverages by using online coupon printed for store use
                                                                                                                                                                                              • Figure 54: Incidence of purchasing beverages by using online coupon printed for store use, by age, November 2008
                                                                                                                                                                                              • Figure 55: Incidence of purchasing beverages by using online coupon printed for store use, by presence of children, November 2008
                                                                                                                                                                                            • Incidence of purchasing beverages by using special offers such as sweepstakes or online bonuses
                                                                                                                                                                                                • Figure 56: Incidence of purchasing beverages by using special offers such as sweepstakes or online bonuses, by age, November 2008
                                                                                                                                                                                              • Consumer attitudes and behavior in purchasing beverages
                                                                                                                                                                                                  • Figure 57: Attitudes and behavior in purchasing beverages, by gender, November 2008
                                                                                                                                                                                                  • Figure 58: Attitudes and behavior in purchasing beverages, by age, November 2008
                                                                                                                                                                                              • Custom Consumer Groups

                                                                                                                                                                                                • Gender by age
                                                                                                                                                                                                    • Figure 59: Choice of retail channels to purchase non-alcoholic beverages, by age and gender, November 2008
                                                                                                                                                                                                    • Figure 60: Beverage purchase driving attributes at retail, by age and gender, November 2008
                                                                                                                                                                                                    • Figure 61: Attitude and behavior in purchasing beverages, by age and gender, November 2008
                                                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                                                    • Planners
                                                                                                                                                                                                      • Who they are
                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                          • Bargain Hunters
                                                                                                                                                                                                            • Who they are
                                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                                • Indulgers
                                                                                                                                                                                                                  • Who they are
                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                      • Cluster characteristics
                                                                                                                                                                                                                        • Figure 62: Beverage retail clusters, November 2008
                                                                                                                                                                                                                        • Figure 63: Choice of retail channels to purchase non-alcoholic beverages, by beverage retail clusters, November 2008
                                                                                                                                                                                                                        • Figure 64: Incidence of purchasing beverages by itself or with other household purchases, by beverage retail clusters, November 2008
                                                                                                                                                                                                                        • Figure 65: Beverage purchase by immediate or at-home consumption, by beverage retail clusters, November 2008
                                                                                                                                                                                                                        • Figure 66: How often beverage purchases are planned before going shopping, by beverage retail clusters, November 2008
                                                                                                                                                                                                                        • Figure 67: Beverage purchase driving attributes at retail, by beverage retail clusters, November 2008
                                                                                                                                                                                                                        • Figure 68: Incidence of purchasing beverages on various types of promotions (response presented by most of the time), by beverage retail clusters, December 2008
                                                                                                                                                                                                                        • Figure 69: Incidence of purchasing beverages on various types of promotions (response presented by rarely/never), by beverage retail clusters, November 2008
                                                                                                                                                                                                                        • Figure 70: Attitudes and behavior in purchasing beverages, by beverage retail clusters, November 2008
                                                                                                                                                                                                                      • Cluster demographics
                                                                                                                                                                                                                        • Figure 71: Beverage retail clusters, by gender, November 2008
                                                                                                                                                                                                                        • Figure 72: Beverage retail clusters, by age group, November 2008
                                                                                                                                                                                                                        • Figure 73: Beverage retail clusters, by income group, November 2008
                                                                                                                                                                                                                        • Figure 74: Beverage retail clusters, by race, November 2008
                                                                                                                                                                                                                        • Figure 75: Beverage retail clusters, by Hispanic origin, December 2008
                                                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                                                      • IRI/Builders Panel Data: Key Household Purchase Measures

                                                                                                                                                                                                                          • Carbonated beverages: key household purchase measures
                                                                                                                                                                                                                            • Overview of carbonated beverages
                                                                                                                                                                                                                              • Regular soft drinks
                                                                                                                                                                                                                                • Consumer insights on key purchase measures – regular soft drinks
                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                    • Figure 76: Brand map, selected brands of regular soft drinks, by household penetration, 2008*
                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                      • Figure 77: key purchase measures for the top brands of regular soft drinks, by household penetration, 2008*
                                                                                                                                                                                                                                    • Low calorie soft drinks
                                                                                                                                                                                                                                      • Consumer insights on key purchase measures – low calorie soft drinks
                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                          • Figure 78: Brand map, selected brands of low calorie soft drinks, by household penetration, 2008*
                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                            • Figure 79: key purchase measures for the top brands of low calorie soft drinks, by household penetration, 2008*
                                                                                                                                                                                                                                          • Shelf stable bottled juices: key household purchase measures
                                                                                                                                                                                                                                            • Overview of shelf stable bottled juices
                                                                                                                                                                                                                                              • Shelf stable bottled fruit drink
                                                                                                                                                                                                                                                • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                    • Figure 80: Brand map, selected brands of SS bottled fruit drink, by household penetration, 2008*
                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                      • Figure 81: Key purchase measures for the top brands of SS bottled fruit juice drinks, by household penetration, 2008*
                                                                                                                                                                                                                                                    • Shelf stable bottled fruit juice blend
                                                                                                                                                                                                                                                      • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                          • Figure 82: Brand map, selected brands of SS bottled fruit juice blend, by household penetration, 2008*
                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                            • Figure 83: Key purchase measures for the top brands of SS bottled fruit juice blend, by household penetration, 2008*
                                                                                                                                                                                                                                                          • Bottled water: key household purchase measures
                                                                                                                                                                                                                                                            • Overview of bottled water
                                                                                                                                                                                                                                                              • Convenience/PET still water
                                                                                                                                                                                                                                                                • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                    • Figure 84: Brand map, selected brands of convenience/PET still water, by household penetration, 2008*
                                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                                      • Figure 85: key purchase measures for the top brands of convenience/pet still water, by household penetration, 2008*
                                                                                                                                                                                                                                                                    • Bulk still water
                                                                                                                                                                                                                                                                      • Consumer insights on key purchase measures – jug/bulk still water
                                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                                            • Figure 86: Brand map, selected brands of jug/bulk still water, by household penetration, 2008*
                                                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                                                              • Figure 87: key purchase measures for the top brands of jug/bulk still water, by household penetration, 2008*
                                                                                                                                                                                                                                                                            • Canned and bottled tea: key household purchase measures
                                                                                                                                                                                                                                                                              • Canned and bottled tea
                                                                                                                                                                                                                                                                                • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                                      • Figure 88: Brand map, selected brands of canned and bottled tea, by household penetration, 2008*
                                                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                                                        • Figure 89: key purchase measures for the top brands of canned and bottled tea, by household penetration, 2008*
                                                                                                                                                                                                                                                                                    • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                                                                      • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                                                                        • A & W Bottling Company
                                                                                                                                                                                                                                                                                        • Albertsons Inc.
                                                                                                                                                                                                                                                                                        • American Beverage Association, The
                                                                                                                                                                                                                                                                                        • Beverage Digest
                                                                                                                                                                                                                                                                                        • Bill Communications, Inc.
                                                                                                                                                                                                                                                                                        • Cadbury Schweppes Americas Confectionery
                                                                                                                                                                                                                                                                                        • Campbell Soup Company
                                                                                                                                                                                                                                                                                        • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                                                                                        • Costco Wholesale Corporation
                                                                                                                                                                                                                                                                                        • Crystal Geyser Alpine Spring Water
                                                                                                                                                                                                                                                                                        • Dollar General Corporation
                                                                                                                                                                                                                                                                                        • Dr Pepper Snapple Group, Inc.
                                                                                                                                                                                                                                                                                        • Ferolito, Vultaggio & Sons
                                                                                                                                                                                                                                                                                        • Food and Drug Administration
                                                                                                                                                                                                                                                                                        • Fuze Beverage LLC
                                                                                                                                                                                                                                                                                        • Gatorade
                                                                                                                                                                                                                                                                                        • Gerber Products Company
                                                                                                                                                                                                                                                                                        • GNC Corporation
                                                                                                                                                                                                                                                                                        • Greenfield Online
                                                                                                                                                                                                                                                                                        • Hansen Natural Corporation
                                                                                                                                                                                                                                                                                        • Honest Tea Inc.
                                                                                                                                                                                                                                                                                        • International Bottled Water Association
                                                                                                                                                                                                                                                                                        • Jones Soda Co.
                                                                                                                                                                                                                                                                                        • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                                                                        • Mott's LLP
                                                                                                                                                                                                                                                                                        • Naked Juice Company
                                                                                                                                                                                                                                                                                        • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                                                                                                                                                                        • National Basketball Association
                                                                                                                                                                                                                                                                                        • National Beverage & Products Association
                                                                                                                                                                                                                                                                                        • National Football League Inc.
                                                                                                                                                                                                                                                                                        • National Soft Drink Association
                                                                                                                                                                                                                                                                                        • Nestlé USA
                                                                                                                                                                                                                                                                                        • Nestlé Waters North America Inc.
                                                                                                                                                                                                                                                                                        • Ocean Spray Cranberries, Inc
                                                                                                                                                                                                                                                                                        • Old Orchard Brands LLC
                                                                                                                                                                                                                                                                                        • Pepsi-Cola North America
                                                                                                                                                                                                                                                                                        • Red Bull North America, Inc.
                                                                                                                                                                                                                                                                                        • Rockstar Inc.
                                                                                                                                                                                                                                                                                        • Safeway Inc
                                                                                                                                                                                                                                                                                        • SAM's Club
                                                                                                                                                                                                                                                                                        • Shaw's Supermarkets, Inc
                                                                                                                                                                                                                                                                                        • Snapple Beverage Corporation
                                                                                                                                                                                                                                                                                        • Starbucks Corporation
                                                                                                                                                                                                                                                                                        • Stop & Shop/Giant-Landover Arena (Ahold)
                                                                                                                                                                                                                                                                                        • Sunkist Growers, Inc.
                                                                                                                                                                                                                                                                                        • Target Corporation
                                                                                                                                                                                                                                                                                        • The Kroger Co.
                                                                                                                                                                                                                                                                                        • Trader Joe's Company Inc
                                                                                                                                                                                                                                                                                        • Tradewinds Beverage Co, The
                                                                                                                                                                                                                                                                                        • Tropicana Products Inc.
                                                                                                                                                                                                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                        • U.S. Bureau of the Census
                                                                                                                                                                                                                                                                                        • U.S. Department of Agriculture
                                                                                                                                                                                                                                                                                        • Ukrop's Super Markets Inc.
                                                                                                                                                                                                                                                                                        • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                        • Whole Foods Market Inc

                                                                                                                                                                                                                                                                                        Non-alcoholic Beverages: A Retail Perspective - US - March 2009

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