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Non-Alcoholic Beverages at Restaurants - US - May 2013

“Consumer tastes have become more sophisticated, and they are increasingly searching for new specialty beverages that offer a unique experience. However, a greater focus on health aspects of sugary beverages and their link to obesity is affecting the market and causing shifts in menuing and the promotion of beverages.”

– Bethany Wall, Foodservice Analyst

Some questions answered in this report include:

  • How do health concerns influence beverages?
  • How can operators appeal to the rising complexity of consumer tastes?
  • How can operators meet new needs as the role of drinks shift?
  • How can operators entice consumers away from ready-to-drink options?
Mintel’s proprietary research finds that overall usage of non-alcoholic beverages at restaurants is high.
This report aims to pinpoint specific opportunities restaurants can undertake to boost drink sales, and in turn check averages, across all restaurant segments and drink types. The non-alcoholic drink industry is being affected by evolving consumer consumption patterns, which include a focus on health, customization, snacking, and meal replacement.
Additionally, there is more competition from more channels that are competing on price in the weaker economy. Whether adding new flavors, ingredients, customization options and/or accommodating specific dietary needs, operators need to entice consumers with value-added products consumers are willing to pay for.
Among the topics covered in this report are:
  • The factors driving the market, including economic indicators and restaurant sales data. 
  • Marketing strategies across many advertising mediums, including television and social media. 
  • Menu trends over the past three years covering multiple segments and beverage types. 
  • Consumer ordering behavior, including beverage types and changes from last year. 
  • Qualities consumers look for in drinks and restaurants they visit when purchasing drinks. 
  • Consumer attitudes and behaviors concerning health, convenience, and expectations of drinks. 
  • Breakdown of consumer survey data by standard demographic groups and cluster groups. 
 
This report focuses on non-alcoholic beverage trends within the restaurant industry, both from an industry and consumer perspective. 
The most common non-alcoholic beverage types used in restaurants are soda, tea, and coffee; however, analysis of other non-alcoholic beverages less widely used at restaurants is also included. 
Alcoholic beverages are not included in the scope of this report.

 

Liqueurs - UK - January 2012

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Table of contents

  1. Scope and Themes

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

                        • Market drivers
                          • Opportunities
                            • Marketing strategies
                              • Menu analysis
                                • Figure 1: Segment breakdown of non-alcoholic beverages at restaurants, by incidence, Q4 2009-12
                                • Figure 2: Top 10 non-alcoholic beverages at restaurants, by incidence, Q4 2009-12
                              • Consumer data
                                • Figure 3: Important qualities of non-alcoholic beverages at restaurants, March 2013
                                • Figure 4: Consumer behavior for non-alcoholic beverages at restaurants, March 2013
                                • Figure 5: Consumer attitudes toward non-alcoholic drinks at restaurants, March 2013
                              • What we think
                              • Issues in the Market

                                  • How do health concerns influence beverages?
                                    • How can operators appeal to the rising complexity of consumer tastes?
                                      • How can operators meet new needs as the role of drinks shift?
                                        • How can operators entice consumers away from ready-to-drink options?
                                        • Insights and Opportunities

                                          • Tea
                                            • Coffee
                                              • Juice
                                                • Smoothies and Frozen Drinks
                                                  • Shakes
                                                  • Innovations and Innovators

                                                    • Doubling up on fruit
                                                      • New morning mixers
                                                        • Drinking to health
                                                          • Hand-crafted soda
                                                            • Corporate responsibility
                                                            • Trend Applications

                                                                • Trend: Nouveau Poor
                                                                  • Trend: Mood to Order
                                                                    • Trend: 2015 Brand Intervention
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • Foodservice and drinking place sales have inched downward
                                                                          • Figure 6: Adjusted foodservice and drinking place sales, January 2008-February 2013
                                                                        • Restaurant Performance Index lingers around the 100 mark
                                                                          • Figure 7: Restaurant Performance Index, January 2009-Feburary 2013
                                                                        • Disposable personal income increased slightly and is stronger than 2012
                                                                          • Figure 8: Real disposable personal income, January 2007-Februrary 2013
                                                                        • Unemployment and underemployment improve slightly
                                                                          • Figure 9: Unemployment and underemployment rates, January 2007-March 2013
                                                                        • Consumer sentiment experienced a slight increase
                                                                          • Figure 10: Consumer sentiment, January 2007-March 2013
                                                                        • Government legislation
                                                                          • Adult obesity and diabetes
                                                                            • Figure 11: U.S. Obesity, by age group, 2008 and 2012
                                                                          • Cost and inflation of food items
                                                                            • Figure 12: Changes in USDA Food Price Indexes, 2011 through 2013, March 25, 2013
                                                                          • Shifting U.S. demographics
                                                                            • Figure 13: Population, by age, 2008-18
                                                                            • Figure 14: Households, by presence of own children, 2002-12
                                                                          • Racial, ethnic population growth
                                                                            • Figure 15: Population, by race and Hispanic origin, 2008, 2013, and 2018
                                                                            • Figure 16: Households with children, by race and Hispanic origin of householder, 2012
                                                                        • Competitive Context

                                                                          • Overview
                                                                            • Grocery stores
                                                                              • Convenience stores
                                                                                • Strategies for operators
                                                                                • Featured Companies

                                                                                  • Insight on this section
                                                                                    • Burger King
                                                                                      • Peet’s Coffee
                                                                                        • Evolution Fresh
                                                                                          • Argo Tea
                                                                                            • Smoothie King
                                                                                              • Sonic
                                                                                              • Marketing Strategies

                                                                                                • Overview of the brand landscape
                                                                                                  • Television Ads
                                                                                                    • Biggby Coffee
                                                                                                      • Figure 17: Biggby Coffee, television ad, March 2013
                                                                                                    • McDonald’s
                                                                                                      • Figure 18: McDonald’s, television ad, March 2013
                                                                                                    • Moe’s Southwest Grill
                                                                                                      • Figure 19: Moe’s Southwest Grill, television ad, January 2013
                                                                                                    • Smoothie King
                                                                                                      • Figure 20: Smoothie King, television ad, March 2013
                                                                                                    • Starbucks
                                                                                                      • Figure 21: Starbucks, television ad, March 2013
                                                                                                    • Zaxby’s
                                                                                                      • Figure 22: Zaxby’s, television ad, May 2012
                                                                                                    • Social media
                                                                                                    • Menu Analysis: Item Overview

                                                                                                      • Key points
                                                                                                        • Beverage overview
                                                                                                            • Figure 23: Top 10 non-alcoholic beverages at restaurants, by incidence, Q4 2009-12
                                                                                                            • Figure 24: Top 10 non-alcoholic beverages at restaurants, by incidence, Q4 2009-12
                                                                                                          • Segmentation overview
                                                                                                            • Figure 25: Restaurant segment breakdown of menued non-alcoholic beverages, by incidence, Q4 2009-12
                                                                                                            • Figure 26: Restaurant segment breakdown of menued non-alcoholic beverages, by price, Q4 2009-12
                                                                                                        • Menu Analysis: Soda

                                                                                                          • Key points
                                                                                                            • Growth of sodas on menus through flavor expansion and specialty sodas
                                                                                                              • Figure 27: Restaurant segment breakdown of soda, by incidence, Q4 2009-12
                                                                                                            • Colas lead in menuing, while strawberry soda has seen the largest growth
                                                                                                              • Figure 28: Top 10 types of soda at restaurants, by incidence, Q4 2009-12
                                                                                                            • The leading soda flavors are citrus and orange, with grape and peach rising
                                                                                                              • Figure 29: Top 10 soda flavors (fruit), by incidence, Q4 2009-12
                                                                                                          • Menu Analysis: Tea

                                                                                                            • Key points
                                                                                                              • Tea has grown in incidence and variety on casual dining menus
                                                                                                                • Figure 30: Restaurant segment breakdown of tea, by incidence, Q4 2009-12
                                                                                                              • Restaurants are being more specific in the menuing of tea types
                                                                                                                  • Figure 31: Top 10 types of tea at restaurants, by incidence, Q4 2009-12
                                                                                                                • Fruit-flavored teas have shown 12% growth
                                                                                                                    • Figure 32: Top 10 tea flavors (fruit) at restaurants, by incidence, Q4 2009-12
                                                                                                                  • Organic is the leading menu item claim associated with tea
                                                                                                                      • Figure 33: Top 10 menu item claims for tea at restaurants, by incidence, Q4 2009-12
                                                                                                                  • Menu Analysis: Coffee

                                                                                                                    • Key points
                                                                                                                      • Coffee growth within the limited-service segments
                                                                                                                          • Figure 34: Restaurant segment breakdown of coffee, by incidence, Q4 2009-12
                                                                                                                        • Restaurants are decreasing regular coffees in favor of more decadent types
                                                                                                                          • Figure 35: Top 10 coffee types at restaurants, by incidence, Q4 2009-12
                                                                                                                        • Unflavored drinks lead but are declining in favor of dessert-like coffees
                                                                                                                          • Figure 36: Top 10 coffee flavors at restaurants, by incidence, Q4 2009-12
                                                                                                                      • Menu Analysis: Juice

                                                                                                                        • Key points
                                                                                                                          • Juice has seen a -9% decline but will likely rebound, due to cold-pressing
                                                                                                                            • Figure 37: Restaurant segment breakdown of juice, by incidence, Q4 2009-12
                                                                                                                          • There is room for flavor innovation in juice by combining ingredients
                                                                                                                              • Figure 38: Top 10 juice types at restaurants, by incidence, Q4 2009-12
                                                                                                                          • Menu Analysis: Smoothies

                                                                                                                            • Key points
                                                                                                                              • Smoothies have increased 13% overall and posted growth in all segments
                                                                                                                                  • Figure 39: Restaurant segment breakdown of smoothies, by incidence, Q4 2009-12
                                                                                                                                • Standard smoothies have grown, while functional smoothies declined
                                                                                                                                  • Figure 40: Top smoothie types at restaurants, by incidence, Q4 2009-12
                                                                                                                                • Smoothies have moved toward fruit flavors and away from dessert flavors
                                                                                                                                    • Figure 41: Top 10 smoothie flavors at restaurants, by incidence, Q4 2009-12
                                                                                                                                  • Classic smoothies gain in popularity while natural trumps functional claims
                                                                                                                                      • Figure 42: Top 10 menu item claims for smoothies at restaurants, by incidence, Q4 2009-12
                                                                                                                                  • Menu Analysis: Lemonade

                                                                                                                                    • Key points
                                                                                                                                      • Lemonades have seen large growth among casual dining restaurants
                                                                                                                                          • Figure 43: Restaurant segment breakdown of lemonade, by incidence, Q4 2009-12
                                                                                                                                        • Lemonades are becoming more complex in terms of flavors and ingredients
                                                                                                                                          • Figure 44: Top 10 flavors for lemonade at restaurants, by incidence, Q4 2009-12
                                                                                                                                      • Menu Analysis: Shakes

                                                                                                                                        • Key points
                                                                                                                                          • Family midscale restaurants have increased menuing of shakes the most
                                                                                                                                              • Figure 45: Restaurant segment breakdown of shakes, by incidence, Q4 2009-12
                                                                                                                                            • Milkshakes are more prominent, but malts are growing much faster
                                                                                                                                              • Figure 46: Top shake types at restaurants, by incidence, Q4 2009-12
                                                                                                                                            • Staple shake flavors still hold strong while coffee flavor is up and coming
                                                                                                                                              • Figure 47: Top 10 flavors for shakes at restaurants, by incidence, Q4 2009-12
                                                                                                                                            • Thick and creamy descriptors for shakes lead in incidence and growth
                                                                                                                                              • Figure 48: Top 10 menu item claims for shakes at restaurants, by incidence, Q4 2009-12
                                                                                                                                          • Non-Alcoholic Beverages Ordered at Restaurants

                                                                                                                                            • Key points
                                                                                                                                              • Women order more coffee and tea, while men order soda and energy drinks
                                                                                                                                                • Figure 49: Non-alcoholic beverages ordered at restaurants, by gender, March 2013
                                                                                                                                              • Middle-aged consumers prefer diet drinks while older consumers lean toward tap water, hot coffee, and hot tea
                                                                                                                                                • Figure 50: Non-alcoholic beverages ordered at restaurants, by age, March 2013
                                                                                                                                              • Affluent order specialty drinks and diet soda while low-income households buy juice
                                                                                                                                                • Figure 51: Non-alcoholic beverages ordered at restaurants, by household income, March 2013
                                                                                                                                              • Hispanics are more likely to order juice, soda, smoothies, and frozen drinks
                                                                                                                                                • Figure 52: Non-alcoholic beverages ordered at restaurants, by Hispanic origin, March 2013
                                                                                                                                              • Regional differences can help to build a better-balanced beverage program
                                                                                                                                                  • Figure 53: Non-alcoholic beverages ordered at restaurants, by region, March 2013
                                                                                                                                              • Changes in Non-Alcoholic Beverage Behavior

                                                                                                                                                • Key points
                                                                                                                                                  • Consumers are value-minded and are willing to purchase drinks elsewhere
                                                                                                                                                    • Figure 54: Changes in non-alcoholic beverage behavior, March 2013
                                                                                                                                                  • Women are increasing tap water consumption and spending less
                                                                                                                                                    • Figure 55: Changes in non-alcoholic beverage behavior, by gender, March 2013
                                                                                                                                                  • Young respondents are buying more drinks and spending more per drink
                                                                                                                                                    • Figure 56: Changes in non-alcoholic beverage behavior, by age, March 2013
                                                                                                                                                  • Hispanic respondents order more drinks and increased beverage variety
                                                                                                                                                    • Figure 57: Changes in non-alcoholic beverage behavior, by Hispanic origin, March 2013
                                                                                                                                                • Consumer Behavior for Non-Alcoholic Beverages

                                                                                                                                                  • Key points
                                                                                                                                                    • Women replace breakfast with coffee while men order non-morning drinks
                                                                                                                                                        • Figure 58: Consumer behavior for non-alcoholic beverages at restaurants, by gender, March 2013
                                                                                                                                                      • Young consumers are price sensitive but open to a variety of beverages
                                                                                                                                                          • Figure 59: Consumer behavior for non-alcoholic beverages at restaurants, by age, March 2013
                                                                                                                                                        • Hispanics generally conserve on drink spending but also treat themselves
                                                                                                                                                            • Figure 60: Consumer behavior for non-alcoholic beverages at restaurants, by Hispanic origin, March 2013
                                                                                                                                                          • Regional differences include adoption rate, convenience, and budgeting
                                                                                                                                                              • Figure 61: Consumer behavior for non-alcoholic beverages at restaurants, by region, March 2013
                                                                                                                                                          • Important Qualities of Non-Alcoholic Beverages

                                                                                                                                                            • Key points
                                                                                                                                                              • Women seek healthy beverages while men lean toward larger portions
                                                                                                                                                                • Figure 62: Important qualities of non-alcoholic beverages at restaurants, by gender, March 2013
                                                                                                                                                              • Young consumers are on-the-go yet find customizability important
                                                                                                                                                                • Figure 63: Important qualities of non-alcoholic beverages at restaurants, by age, March 2013
                                                                                                                                                              • The affluent find sugar-controlled options more important than natural
                                                                                                                                                                • Figure 64: Important qualities of non-alcoholic beverages at restaurants, by household income, March 2013
                                                                                                                                                              • Whites seek low calorie drinks, while Asians want all-natural options and Blacks look to indulgent beverages
                                                                                                                                                                • Figure 65: Important qualities of non-alcoholic beverages at restaurants, by race, March 2013
                                                                                                                                                              • Northeastern consumers find health more important than other regions
                                                                                                                                                                • Figure 66: Important qualities of non-alcoholic beverages at restaurants, by region, March 2013
                                                                                                                                                            • Restaurant Drivers for Non-Alcoholic Beverages

                                                                                                                                                              • Key points
                                                                                                                                                                • Consumers want free refills; women seek value and men want self service
                                                                                                                                                                  • Figure 67: Restaurant drivers for non-alcoholic beverages, by gender, March 2013
                                                                                                                                                                • Young consumers are focused on price and quick service
                                                                                                                                                                  • Figure 68: Restaurant drivers for non-alcoholic beverages, by age, March 2013
                                                                                                                                                                • Affluent consumers place convenience above price
                                                                                                                                                                  • Figure 69: Restaurant drivers for non-alcoholic beverages, by household income, March 2013
                                                                                                                                                              • Consumer Attitudes toward Non-Alcoholic Beverages

                                                                                                                                                                • Key points
                                                                                                                                                                  • Women are price and health conscious while men value convenience
                                                                                                                                                                      • Figure 70: Consumer attitudes toward non-alcoholic drinks at restaurants, by gender, March 2013
                                                                                                                                                                    • Young, on-the-go consumers use drinks for snacks and as meals
                                                                                                                                                                        • Figure 71: Consumer attitudes toward non-alcoholic drinks at restaurants, by age, March 2013
                                                                                                                                                                      • Affluent consumers look for diet drinks, while low household incomes want nutrition
                                                                                                                                                                          • Figure 72: Consumer attitudes toward non-alcoholic drinks at restaurants, by household income, March 2013
                                                                                                                                                                        • Hispanics more likely to use drinks as meals and wait for made-to-order drinks
                                                                                                                                                                          • Figure 73: Consumer attitudes toward non-alcoholic drinks at restaurants, by Hispanic origin, March 2013
                                                                                                                                                                      • Cluster Analysis

                                                                                                                                                                          • Cluster 1: Average Joes
                                                                                                                                                                            • Demographics
                                                                                                                                                                              • Characteristics
                                                                                                                                                                                • Opportunity
                                                                                                                                                                                  • Cluster 2: Super Users
                                                                                                                                                                                    • Demographics
                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                          • Cluster 3: Steady Stans
                                                                                                                                                                                            • Demographics
                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                  • Cluster 4: Cheap Skates
                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                          • Cluster characteristic tables
                                                                                                                                                                                                            • Figure 74: Target clusters, March 2013
                                                                                                                                                                                                            • Figure 75: Non-alcoholic beverages ordered at restaurants, by target clusters, March 2013
                                                                                                                                                                                                            • Figure 76: Changes in non-alcoholic beverage behavior, by target clusters, March 2013
                                                                                                                                                                                                            • Figure 77: Consumer behavior for non-alcoholic beverages at restaurants, by target clusters, March 2013
                                                                                                                                                                                                            • Figure 78: Important qualities of non-alcoholic beverages at restaurants, by target clusters, March 2013
                                                                                                                                                                                                            • Figure 79: Restaurant drivers for non-alcoholic beverages, by target clusters, March 2013
                                                                                                                                                                                                            • Figure 80: Consumer attitudes toward non-alcoholic drinks at restaurants, by target clusters, March 2013
                                                                                                                                                                                                          • Cluster demographic tables
                                                                                                                                                                                                            • Figure 81: Target clusters, by demographic, March 2013
                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                              • Figure 82: Top 10 marketing claims for non-alcoholic beverages at restaurants, by incidence, Q4 2009-12
                                                                                                                                                                                                              • Figure 83: Top 10 menu item claims for non-alcoholic beverages at restaurants, by incidence, Q4 2009-12
                                                                                                                                                                                                              • Figure 84: Top 10 preparation methods for non-alcoholic beverages at restaurants, by incidence, Q4 2009-12
                                                                                                                                                                                                              • Figure 85: Non-alcoholic beverages ordered at restaurants, by race, March 2013
                                                                                                                                                                                                              • Figure 86: Changes in non-alcoholic beverage behavior, by household income, March 2013
                                                                                                                                                                                                              • Figure 87: Changes in non-alcoholic beverage behavior, by race, March 2013
                                                                                                                                                                                                              • Figure 88: Changes in non-alcoholic beverage behavior, by region, March 2013
                                                                                                                                                                                                              • Figure 89: Consumer behavior for non-alcoholic beverages at restaurants, by household income, March 2013
                                                                                                                                                                                                              • Figure 90: Consumer behavior for non-alcoholic beverages at restaurants, by race, March 2013
                                                                                                                                                                                                              • Figure 91: Important qualities of non-alcoholic beverages at restaurants, by Hispanic origin, March 2013
                                                                                                                                                                                                              • Figure 92: Restaurant drivers for non-alcoholic beverages, by race, March 2013
                                                                                                                                                                                                              • Figure 93: Restaurant drivers for non-alcoholic beverages, by Hispanic origin, March 2013
                                                                                                                                                                                                              • Figure 94: Restaurant drivers for non-alcoholic beverages, by region, March 2013
                                                                                                                                                                                                              • Figure 95: Consumer attitudes toward non-alcoholic drinks at restaurants, by race origin, March 2013
                                                                                                                                                                                                              • Figure 96: Consumer attitudes toward non-alcoholic drinks at restaurants, by region, March 2013
                                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                            • Burger King Corporation
                                                                                                                                                                                                            • Caribou Coffee Company Inc.
                                                                                                                                                                                                            • Dunkin' Brands
                                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                                            • McDonald's Corporation
                                                                                                                                                                                                            • National Restaurant Association (NRA)
                                                                                                                                                                                                            • Peet's Coffee & Tea, Inc.
                                                                                                                                                                                                            • Smoothie King Franchises Inc.
                                                                                                                                                                                                            • Sonic Corp.
                                                                                                                                                                                                            • Starbucks Corporation
                                                                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                                                                            • U.S. Bureau of the Census

                                                                                                                                                                                                            Non-Alcoholic Beverages at Restaurants - US - May 2013

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