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

Non-alcoholic Beverages at Restaurants - US - June 2012

Mintel’s proprietary research finds that overall usage of non-alcoholic beverages at restaurants is high, but health trends increasingly shape consumer choice in what they drink. Sugary, high-calorie beverages—particularly those sweetened with high-fructose corn syrup (like carbonated soft drinks)—have been targeted by media, government, and medical communities as a culprit in the rising incidence of obesity and obesity-related diseases in the U.S. The implication for restaurant operators is that focusing on beverage variety is a competitive necessity. Delivering a more varied and unique beverage menu will give patrons a reason to think more about what they order, especially if industry players utilize fun, interactive marketing strategies.

What you get

What's included

Why buy from us?

Succeed

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

Instant Access

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

Opportunities

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

Trusted

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

Table of contents

  1. Scope and Themes

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

                      • The market
                        • Figure 1: Fan chart of market value for U.S. restaurant sales, at current prices, 2006-16
                      • Market factors
                        • Consumer confidence rattled but improving
                          • Figure 2: Consumer Sentiment Index, March 2007-April 2012
                        • Shifts in population
                          • Figure 3: U.S. population change, by age, 2011-16
                        • Linking consumption of sugary non-alcoholic beverages with obesity
                          • Figure 4: Age-adjusted prevalence of being overweight among adults aged 20 or older, 1988-2010
                        • Beverage menu trends
                            • Figure 5: share of leading types of non-alcoholic beverage on the menu, Q1 2012
                          • The consumer
                            • Shifts in consumption
                              • Figure 6: Shifts in non-alcoholic beverage consumption at restaurants, March 2012
                            • Health perceptions
                                • Figure 7: Health perceptions, March 2012
                              • Ordering behavior
                                • Figure 8: Ordering behavior, March 2012
                              • Decision influencers
                                • Figure 9: Decision influencers, March 2012
                              • Frequency of non-alcoholic beverage purchases at restaurants
                                • Figure 10: Frequency of non-alcoholic beverage purchases, March 2012
                              • Effective marketing strategies
                                • Figure 11: Effective marketing strategies, March 2012
                              • What we think
                              • Issues in the Market

                                  • How will health trends impact the market?
                                      • Figure 12: American Beverage Association TV ad, We’re Delivering, February-May 2012
                                    • How can restaurants sate consumer demand for variety?
                                      • How can restaurants create interest on the beverage menu?
                                      • Insights and Opportunities

                                        • Healthy beverage innovation
                                          • Put some sparkle on the menu
                                            • Energizing beverages
                                              • Water beverages
                                                • Spotlight the beverage menu
                                                • Inspire Insights

                                                    • Trend: Carnivore, Herbivore...Locavore
                                                      • Trend: Access All Areas
                                                      • Market Drivers

                                                        • Restaurant sales showing signs of recovery
                                                          • Figure 13: U.S. restaurant sales, at current prices, 2006-16
                                                          • Figure 14: NRA performance indices, January 2009-March 2012
                                                        • Consumers may still be apprehensive about spending
                                                          • Figure 15: Real personal disposable income, January 2007-March 2012
                                                          • Figure 16: Median household income in inflation-adjusted dollars, 2000-10
                                                          • Figure 17: Unemployment and underemployment rates, January 2007-April 2012
                                                          • Figure 18: Consumer Sentiment Index, March 2007-April 2012
                                                        • Young adults are important to non-alcoholic beverage sales
                                                            • Figure 19: Population, by age, 2006-16
                                                          • Race/Hispanic origin influences usage; Asians emerge as key consumer
                                                              • Figure 20: Population by race and Hispanic origin, 2006-16
                                                            • Health trends shape consumer restaurant beverage choices
                                                              • Linking consumption of sugary non-alcoholic beverages with obesity
                                                                  • Figure 21: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2010
                                                                • The culprit: sugar
                                                                  • Figure 22: Prevalence of diagnosed and undiagnosed diabetes among adults aged 20+, by age, 2005-08
                                                                • The soda tax debate
                                                                • Competitive Context

                                                                  • Competition from alcoholic beverages
                                                                    • Figure 23: Alcoholic beverage ordering frequency at restaurants, January 2012
                                                                  • Competition from free tap water
                                                                  • Beverage Trends: Types of Non-Alcoholic Drink

                                                                    • Key points
                                                                      • Beverage menu trends
                                                                        • Soda: the beverage menu stalwart
                                                                          • Decline in juice beverages
                                                                            • Smoothies continue to grow
                                                                              • Figure 24: Incidence of leading types of non-alcoholic beverage on the menu, Q1 2010-Q1 2012
                                                                            • Smoothies command highest average price on beverage menu
                                                                                • Figure 25: Average price of leading types of non-alcoholic beverage on the menu, Q1 2010-Q1 2012
                                                                              • Trend forward
                                                                              • Beverage Trends: Restaurant Segments

                                                                                • Key points
                                                                                  • QSRs account for the largest share of beverage menu items
                                                                                      • Figure 26: Incidence of non-alcoholic beverage items on the menu, by restaurant segment, Q1 2010-Q1 2012
                                                                                      • Figure 27: Number of distinct restaurants**, by restaurant segment, Q1 2010-Q1 2012
                                                                                    • Fine dining has highest average price for non-alcoholic beverages
                                                                                      • Figure 28: Average price of non-alcoholic beverage items on the menu, by restaurant segment, Q1 2010-Q1 2012
                                                                                  • Menu Analysis: Soda

                                                                                    • Key points
                                                                                      • Slow growth in soda
                                                                                        • Figure 29: Incidence of soda beverages on chain restaurant menus, Q1 2010-Q1 2012
                                                                                        • Figure 30: Incidence of non-alcoholic beverage types on chain restaurant menus, Q1 2010-Q1 2012
                                                                                      • A more natural approach
                                                                                        • Soda prices rise
                                                                                            • Figure 31: Average price of soda beverages on chain restaurant menus, Q1 2010-Q1 2012
                                                                                        • Menu Analysis: Tea

                                                                                          • Key points
                                                                                            • Green tea is gaining traction on restaurant beverage menus
                                                                                                • Figure 32: incidence of leading types of tea beverage on the menu, Q1 2010-Q1 2012
                                                                                              • Tea beverages incur modest price increase
                                                                                                  • Figure 33: Average price of leading types of tea beverage on the menu, Q1 2010-Q1 2012
                                                                                                • Tea beverage prices exceed consumer price expectation
                                                                                                  • Figure 34: Spending on non-alcoholic beverages at restaurants, by household income, March 2012
                                                                                                • Premium, gourmet tea is a hot trend
                                                                                                    • Figure 35: Incidence of leading marketing and nutritional claims of tea beverages on the menu, Q1 2010-Q1 2012
                                                                                                • Menu Analysis: Coffee

                                                                                                  • Key points
                                                                                                    • Decrease in number of coffee beverages on menu
                                                                                                        • Figure 36: Incidence of leading types of coffee beverage on the menu, Q1 2010-Q1 2012
                                                                                                      • Restaurant operators pass along price increases to patrons
                                                                                                        • Figure 37: Average price of leading types of coffee beverage on the menu, Q1 2010-Q1 2012
                                                                                                      • But consumers still expect to spend less than $2 for a cup of joe
                                                                                                        • Figure 38: Spending on non-alcoholic beverages at restaurants, by gender, March 2012
                                                                                                        • Figure 39: Spending on non-alcoholic beverages at restaurants, by household income, March 2012
                                                                                                        • Figure 40: Spending on non-alcoholic beverages at restaurants, by age, March 2012
                                                                                                      • Premium, indulgence, and health are important trends
                                                                                                          • Figure 41: Incidence of leading marketing and nutritional claims of coffee beverages on the menu, Q1 2010-Q1 2012
                                                                                                      • Menu Analysis: Frozen Beverages

                                                                                                        • Key points
                                                                                                          • Swift growth in smoothie beverages
                                                                                                              • Figure 42: Incidence of leading types of frozen beverage on the menu, Q1 2010-Q1 2012
                                                                                                            • High-priced frozen beverages incur modest price increase
                                                                                                              • Figure 43: Average price of leading types of frozen beverage on the menu, Q1 2010-Q1 2012
                                                                                                            • Consumers expect to pay premiums for frozen beverages
                                                                                                              • Figure 44: Spending on non-alcoholic beverages at restaurants, March 2012
                                                                                                            • Marketing frozen beverages means balancing indulgence and health
                                                                                                                • Figure 45: Incidence of leading marketing and nutritional claims of frozen beverages on the menu, Q1 2010-Q1 2012
                                                                                                              • Flavor trends support indulgence and health
                                                                                                                  • Figure 46: Incidence of leading flavors of frozen beverages on the menu, Q1 2010-Q1 2012
                                                                                                              • Marketing Strategies: Industry Applications

                                                                                                                • Overview
                                                                                                                  • Television ads
                                                                                                                    • Seasonal beverages
                                                                                                                      • Figure 47: McDonald’s TV ad, Ice Cold, May 2012
                                                                                                                    • Quality differences
                                                                                                                      • Figure 48: Caribou Coffee TV ad, Fine Espresso, April-May 2012
                                                                                                                    • Price value
                                                                                                                      • Figure 49: Sonic TV ad, Good Idea, April 2012
                                                                                                                    • Beverage brand
                                                                                                                      • Figure 50: Moe’s Southwest Grill TV ad, Burrito Jam (Coca-Cola Freestyle), April 2012
                                                                                                                    • Beverage platform
                                                                                                                      • Figure 51: McDonald’s tv ad, Very Cool, April-May 2012
                                                                                                                      • Figure 52: Dunkin’ Donuts tv ad, How You Like It?, May 2012
                                                                                                                    • Digital marketing
                                                                                                                      • Integrated media
                                                                                                                        • Figure 53: Dunkindonuts.com home page, May 2012
                                                                                                                      • Social media
                                                                                                                      • Effective Marketing Strategies: Consumer Perception

                                                                                                                        • Key points
                                                                                                                          • Coupons remain an effective marketing tool to encourage purchase
                                                                                                                              • Figure 54: Effective marketing strategies, March 2012
                                                                                                                            • Coupons more effective in targeting women
                                                                                                                                • Figure 55: Effective marketing strategies, by gender, March 2012
                                                                                                                              • Digital media appeals to younger age groups
                                                                                                                                  • Figure 56: Effective marketing strategies, by age, March 2012
                                                                                                                              • Usage of Non-Alcoholic Beverages at Restaurants

                                                                                                                                • Key points
                                                                                                                                  • Soda, coffee, and tea top drinks ordered at restaurants
                                                                                                                                      • Figure 57: Types of non-alcoholic beverage ordered from a restaurant, December 2010 and March 2012
                                                                                                                                    • Men are more likely to order regular soda, juice, and shakes
                                                                                                                                      • Figure 58: Types of non-alcoholic beverage ordered from a restaurant, by gender, March 2012
                                                                                                                                    • Usage of regular soda declines across age
                                                                                                                                      • Figure 59: Types of non-alcoholic beverage ordered from a restaurant, by age, March 2012
                                                                                                                                    • More affluent restaurant-goers less likely to order regular soda
                                                                                                                                      • Figure 60: Types of non-alcoholic beverage ordered from a restaurant, by household income, March 2012
                                                                                                                                  • Shifts in Consumption of Non-Alcoholic Beverages

                                                                                                                                    • Key points
                                                                                                                                      • Regular soda and shakes/malts are targeted for decreased consumption
                                                                                                                                          • Figure 61: Shifts in non-alcoholic beverage consumption at restaurants, March 2012
                                                                                                                                        • Reasons for drinking fewer non-alcoholic beverages
                                                                                                                                          • Figure 62: Reasons for drinking fewer non-alcoholic beverages from restaurants, March 2012
                                                                                                                                        • Elderly restaurant-goers ordering more tap water
                                                                                                                                          • Figure 63: Reasons for drinking fewer non-alcoholic beverages from restaurants, by age, March 2012
                                                                                                                                      • Frequency of Non-Alcoholic Beverage Purchase at Restaurants

                                                                                                                                        • Key points
                                                                                                                                          • Majority of consumers buy beverage with a meal
                                                                                                                                            • Figure 64: Frequency of non-alcoholic beverage purchases, March 2012
                                                                                                                                          • Men are more frequent purchasers of restaurant beverages
                                                                                                                                            • Figure 65: Frequency of non-alcoholic beverage purchases, by gender, March 2012
                                                                                                                                          • Restaurant-goers aged 25-44 are high-frequency users for beverages
                                                                                                                                            • Figure 66: Frequency of non-alcoholic beverage purchases, by age, March 2012
                                                                                                                                          • Affluent adults exhibit highest frequency of beverage purchases
                                                                                                                                            • Figure 67: Frequency of non-alcoholic beverage purchases, by household income, March 2012
                                                                                                                                        • Spending on Non-Alcoholic Beverages at Restaurants

                                                                                                                                          • Key points
                                                                                                                                            • Restaurant prices exceed price points consumers are willing to pay
                                                                                                                                                • Figure 68: Spending on non-alcoholic beverages at restaurants, March 2012
                                                                                                                                            • Attitudes and Behaviors of Non-Alcoholic Beverage Drinkers

                                                                                                                                              • Key points
                                                                                                                                                • Health perceptions
                                                                                                                                                    • Figure 69: Health perceptions, March 2012
                                                                                                                                                  • Women are concerned about weight gain from drinking sugary beverages
                                                                                                                                                    • Figure 70: Health perceptions, by gender, March 2012
                                                                                                                                                  • Those aged <35 are more likely to think regular and diet soda are unhealthy
                                                                                                                                                    • Figure 71: Health perceptions, by age, March 2012
                                                                                                                                                  • Suggestions from wait staff are effective in reaching consumers interested in natural and low-calorie beverages
                                                                                                                                                    • Figure 72: Effective marketing strategies, by health perceptions, March 2012
                                                                                                                                                  • Ordering behavior
                                                                                                                                                    • Figure 73: Ordering behavior, March 2012
                                                                                                                                                  • Younger consumers plan to order healthier beverages at restaurants
                                                                                                                                                    • Figure 74: Ordering behavior, by age, March 2012
                                                                                                                                                  • More affluent are less likely to pay attention to cost of beverages
                                                                                                                                                    • Coupons for new beverages highly effective in reaching target consumers
                                                                                                                                                      • Figure 75: Effective marketing strategies, by ordering behavior, March 2012
                                                                                                                                                    • Decision influencers
                                                                                                                                                        • Figure 76: Decision influencers, March 2012
                                                                                                                                                      • Including a beverage in combo meals and beverage brands are important to 25-44 year olds
                                                                                                                                                        • Figure 77: Decision influencers, by age, March 2012
                                                                                                                                                      • Promoting brands via various marketing strategies is effective
                                                                                                                                                        • Figure 78: Effective marketing strategies, by decision influencers, March 2012
                                                                                                                                                    • Beverage Choices for Kids

                                                                                                                                                      • Key points
                                                                                                                                                        • Downshift in most beverages among kids
                                                                                                                                                            • Figure 79: Kids' beverages consumption at restaurants, December 2010 and March 2012
                                                                                                                                                          • Beverage choice varies by age of child
                                                                                                                                                              • Figure 80: Kids' beverages consumption at restaurants, March 2012
                                                                                                                                                          • Impact of Race/Hispanic Origin

                                                                                                                                                            • Key points
                                                                                                                                                              • Asians prefer coffee and hot tea; blacks most likely to order regular soda
                                                                                                                                                                • Figure 81: Types of non-alcoholic beverage ordered from a restaurant, by race/Hispanic origin, March 2012
                                                                                                                                                              • Asians over index in high-frequency beverage purchases
                                                                                                                                                                • Figure 82: Frequency of non-alcoholic beverage purchases, by race/Hispanic origin, March 2012
                                                                                                                                                              • Asians think soda is unhealthy and most interested in natural drinks
                                                                                                                                                                • Figure 83: Health perceptions, by race/Hispanic origin, March 2012
                                                                                                                                                              • Asians and Hispanics interested in new beverages and health
                                                                                                                                                                • Figure 84: Ordering behavior, by race/Hispanic origin, March 2012
                                                                                                                                                              • Hispanics find beverage variety and combo meal with beverage important
                                                                                                                                                                • Figure 85: Decision Influencers, by Hispanic origin, March 2012
                                                                                                                                                              • Asians receptive to digital marketing and staff recommendations
                                                                                                                                                                • Figure 86: Effective marketing strategies, by race/Hispanic origin, March 2012
                                                                                                                                                            • Custom Groups: Light, Medium, and Heavy Users

                                                                                                                                                                • Marketing strategies
                                                                                                                                                                  • Figure 87: Effective marketing strategies, by frequency of non-alcoholic beverage-only purchases or with a snack, March 2012
                                                                                                                                                                • Health perceptions
                                                                                                                                                                  • Figure 88: Health perceptions by frequency of non-alcoholic beverage-only purchases or with a snack, March 2012
                                                                                                                                                                • Ordering behavior
                                                                                                                                                                  • Figure 89: Ordering behavior by frequency of non-alcoholic beverage-only purchases or with a snack, March 2012
                                                                                                                                                                • Decision influencers
                                                                                                                                                                  • Figure 90: Decision influencers by frequency of non-alcoholic beverage-only purchases or with a snack, March 2012
                                                                                                                                                              • Appendix: Custom Groups

                                                                                                                                                                • Marketing strategies
                                                                                                                                                                  • Figure 91: Effective marketing strategies, by frequency of non-alcoholic beverage purchases with a meal, March 2012
                                                                                                                                                                • Health perceptions
                                                                                                                                                                  • Figure 92: Health perceptions, by frequency of non-alcoholic beverage purchases with a meal, March 2012
                                                                                                                                                                • Ordering behavior
                                                                                                                                                                  • Figure 93: Ordering behavior, by frequency of non-alcoholic beverage purchases with a meal, March 2012
                                                                                                                                                                • Decision influencers
                                                                                                                                                                  • Figure 94: Decision influencers, by frequency of non-alcoholic beverage purchases with a meal, March 2012
                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                Companies Covered

                                                                                                                                                                • A&W All-American Food Restaurants
                                                                                                                                                                • American Association of Retired Persons (AARP)
                                                                                                                                                                • American Beverage Association, The
                                                                                                                                                                • Apple, Inc
                                                                                                                                                                • Bureau of Economic Analysis
                                                                                                                                                                • Campbell Soup Company
                                                                                                                                                                • Caribou Coffee Company Inc.
                                                                                                                                                                • Coca-Cola Company (The)
                                                                                                                                                                • Coca-Cola Company (The) (USA)
                                                                                                                                                                • Corn Refiners Association, Inc.
                                                                                                                                                                • Dr Pepper Snapple Group, Inc.
                                                                                                                                                                • Dunkin' Brands
                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                • Food and Drug Administration
                                                                                                                                                                • Food Distributors International
                                                                                                                                                                • Foursquare
                                                                                                                                                                • Google, Inc.
                                                                                                                                                                • International Bottled Water Association
                                                                                                                                                                • International Coffee Organization (ICO)
                                                                                                                                                                • International Foodservice Distributors Association (IFDA)
                                                                                                                                                                • International Foodservice Manufacturers Association (IFMA)
                                                                                                                                                                • Investment Funds Institute of Canada (IFIC)
                                                                                                                                                                • Jamba Juice Company
                                                                                                                                                                • McDonald's Corporation
                                                                                                                                                                • McDonald's Restaurants Limited (UK)
                                                                                                                                                                • National Council of Chain Restaurants (NCCR)
                                                                                                                                                                • National Nutritional Foods Association
                                                                                                                                                                • National Restaurant Association (NRA)
                                                                                                                                                                • National Retail Federation (NRF)
                                                                                                                                                                • National Soft Drink Association
                                                                                                                                                                • Pepsi-Cola North America
                                                                                                                                                                • PepsiCo Inc
                                                                                                                                                                • Pizza Hut Inc
                                                                                                                                                                • Red Bull North America, Inc.
                                                                                                                                                                • Skype Technologies S.A.
                                                                                                                                                                • Starbucks Corporation
                                                                                                                                                                • The New York Times Company
                                                                                                                                                                • Tropicana Products Inc.
                                                                                                                                                                • Twitter, Inc.
                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                • U.S. Bureau of the Census
                                                                                                                                                                • U.S. Department of Agriculture
                                                                                                                                                                • YouTube, Inc.

                                                                                                                                                                Non-alcoholic Beverages at Restaurants - US - June 2012

                                                                                                                                                                £3,199.84 (Excl.Tax)