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Non-Alcoholic Beverages Occasions - US - January 2014

“Many beverages are pigeonholed to a degree by the times of day at which they are most commonly used. Brands could increase consumption frequency by positioning their products as suitable for a wider range of occasions and locations, such as milk with meals or juice drinks instead of sports drinks at the gym. Similarly, healthy non-alcoholic beverages such as milk, juice, and drinkable yogurt can be better positioned as snacks.” – Marla Commons, Category Manager, Food & Drink Reports

 This report looks at the following areas:

  • Can juice and milk extend beyond their primary use as breakfast drinks?
  • How can sports drink brands increase consumption frequency?
  • How can healthy non-alcoholic beverages be better positioned as snacks?

Consumers are most likely to drink a wide range of non-alcoholic beverages at home rather than away from home, limiting the number and type of locations and occasions upon which they drink them. While beverages such as milk, juice, coffee, soft drinks, and bottled water enjoy relatively high penetration, daily consumption is significantly lower than general consumption of these beverages.

Much of this limitation is fueled by perceptions of specific drinks as best suited for only one meal time—such as milk or juice for breakfast—which hampers their potential for use during other parts of the day or with other types of meals. Additionally, consumers often associate specific drinks with certain characteristics that also limit their occasions for use. For example, while seven in 10 respondents perceive milk as healthy, far fewer associate it with refreshment or functionality. Brands of non-alcoholic beverages must do more to position their products as suitable for a wider range of occasions to encourage more frequent consumption.

For the purposes of this report, Mintel has used the following definitions:

This report is a Mintel first of its kind. It provides a comprehensive and comparative view of how non-alcoholic beverages compete against one another for both purchase and consumption occasions. 

 

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Table of contents

  1. Scope and Themes

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

                  • Overview
                    • Non-alcoholic beverages grow moderately but steadily
                      • Figure 1: Total US sales and fan chart forecast of non-alcoholic beverages, at current prices, 2008-18
                    • Market mostly driven by demographics
                      • The consumer
                        • Respondents most apt to report any consumption of soft drinks, daily consumption of coffee
                          • Figure 2: Frequency of non-alcoholic beverage consumption, by any consumption, November 2013
                        • At-home daily drinkers of select beverages often keep drinks at home to take on the go
                          • Figure 3: Frequency of non-alcoholic beverage consumption (at least once a day), by location of non-alcoholic beverage consumption—at-home drinkers, November 2013
                        • Daily drinkers of select beverages bring drinks from home out to save money
                          • Figure 4: Frequency of non-alcoholic beverage consumption (at least once a day), by location of non-alcoholic beverage consumption—away-from-home drinkers, November 2013
                        • Home consumption greater than away-from-home consumption
                          • Figure 5: Locations for non-alcoholic beverage consumption, November 2013
                        • What we think
                        • Issues and Insights

                            • Can juice and milk extend beyond their primary use as breakfast drinks?
                              • The issues
                                • Insight: Positioning milk and juice as ideal for other occasions
                                  • How can sports drink brands increase consumption frequency?
                                    • The issues
                                      • Insights: Promoting other uses for sports drinks
                                        • How can healthy non-alcoholic beverages be better positioned as snacks?
                                          • The issues
                                            • Insights: Highlighting freshness and relatively minimal processing
                                            • Trend Applications

                                                • Trend: Transumers
                                                  • Trend: Cool Vending
                                                    • Mintel Futures: Generation Next
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Sales grow steadily in 2010-13
                                                          • Demographics, health concerns mainly drive sales
                                                            • Further increases forecasted into 2018
                                                              • Sales and forecast of non-alcoholic beverages
                                                                • Figure 6: Total US sales and forecast of non-alcoholic beverages, at current prices, 2008-18
                                                                • Figure 7: Total US sales and forecast of non-alcoholic beverages, at inflation-adjusted prices, 2008-18
                                                              • Fan chart forecast
                                                                  • Figure 8: Total US sales and fan chart forecast of non-alcoholic beverages, at current prices, 2008-18
                                                              • Market Drivers

                                                                • Key points
                                                                  • Age factors significantly in household use of non-alcoholic beverages
                                                                    • Figure 9: Household usage of various types of non-alcoholic beverages, by age, May 2012-June 2013
                                                                  • The impact of household income
                                                                    • Figure 10: Household usage of various types of non-alcoholic beverages, by household income, May 2012-June 2013
                                                                  • Households with kids most likely to use juice products
                                                                    • Figure 11: Household usage of various types of non-alcoholic beverages, by presence of children in the household, May 2012-June 2013
                                                                  • Blacks, Hispanics, Asians report high household usage of OJ
                                                                    • Figure 12: Household usage of various types of non-alcoholic beverages, by race/Hispanic origin, May 2012-June 2013
                                                                  • Health considerations factor into non-alcoholic beverage perceptions
                                                                    • Figure 13: Characteristics associated with non-alcoholic beverage segments, November 2013
                                                                  • Time of day drives consumption of specific non-alcoholic beverages
                                                                    • Figure 14: Timing of non-alcoholic beverage consumption, November 2013
                                                                • Marketing Strategies

                                                                  • Overview of the brand landscape
                                                                    • Theme: Occasion-specific positioning
                                                                      • Brand focus: Folgers
                                                                        • Figure 15: Folgers Coffee print ad, 2013
                                                                      • Brand focus: Milk Processor Education Program
                                                                        • Brand focus: Lipton
                                                                          • Figure 16: Lipton brand logo, 2013
                                                                        • Theme: Natural positioning
                                                                          • Brand focus: Simply Orange
                                                                            • Figure 17: Simply Orange print ad, 2013
                                                                          • Brand focus: Coke Zero
                                                                            • Figure 18: Coke Zero print ad, 2013
                                                                        • Locations for Non-alcoholic Beverage Consumption

                                                                          • Key points
                                                                            • Many drinks most likely to be consumed at home
                                                                              • Figure 19: Locations for non-alcoholic beverage consumption, November 2013
                                                                          • Attitudes toward Location of Consumption

                                                                            • Key points
                                                                              • Attitudes of at-home drinkers and daily consumption of non-alcoholic drinks
                                                                                • Figure 20: Frequency of non-alcoholic beverage consumption (at least once a day), by attitudes toward location of non-alcoholic beverage consumption—at-home drinkers, November 2013
                                                                              • Attitudes of away-from-home drinkers and daily consumption of non-alcoholic beverages
                                                                                • Figure 21: Frequency of non-alcoholic beverage consumption (at least once a day), by attitudes toward location of non-alcoholic beverage consumption—away-from-home drinkers, November 2013
                                                                            • Attitudes toward Timing of Non-alcoholic Beverage Consumption

                                                                              • Key points
                                                                                • Attitudes toward non-alcoholic beverages by time of day consumed
                                                                                    • Figure 22: Attitudes toward timing of non-alcoholic beverage consumption, by gender, November 2013
                                                                                  • 18-34s most apt to look for function and fun
                                                                                    • Figure 23: Attitudes toward timing of non-alcoholic beverage consumption, by age, November 2013
                                                                                • Consumption and Consumption Timing of Various Non-alcoholic Beverages

                                                                                  • Key points
                                                                                    • Daily non-alcoholic drink users and attitudes toward morning consumption
                                                                                        • Figure 24: Frequency of non-alcoholic beverage consumption (at least once a day), by attitudes toward timing of non-alcoholic beverage consumption—morning drinkers, November 2013
                                                                                      • Daily non-alcoholic drink users and attitudes toward afternoon consumption
                                                                                          • Figure 25: Frequency of non-alcoholic beverage consumption (at least once a day), by attitudes toward timing of non-alcoholic beverage consumption—afternoon drinkers, November 2013
                                                                                        • Daily non-alcoholic drink users and attitudes toward evening consumption
                                                                                          • Figure 26: Frequency of non-alcoholic beverage consumption (at least once a day), by attitudes toward timing of non-alcoholic beverage consumption—evening drinkers, November 2013
                                                                                        • Daily non-alcoholic drink users and attitudes toward snack consumption
                                                                                          • Figure 27: Frequency of non-alcoholic beverage consumption (at least once a day), by attitudes toward timing of non-alcoholic beverage consumption—between meals, November 2013
                                                                                      • Characteristics Associated with Carbonated Soft Drinks

                                                                                        • Key points
                                                                                          • Respondents most apt to associate soft drinks with refreshment
                                                                                            • Figure 28: Characteristics associated with carbonated soft drinks, by gender, November 2013
                                                                                          • Those aged 55+ most apt to associate soft drinks with refreshment
                                                                                            • Figure 29: Characteristics associated with carbonated soft drinks, by age, November 2013
                                                                                        • Characteristics Associated with Juice and Juice Drinks

                                                                                          • Key points
                                                                                            • Most perceive juice/juice drinks as healthy, refreshing, natural
                                                                                              • Figure 30: Characteristics associated with juice and juice drinks, by gender, November 2013
                                                                                            • 18-24s most apt to perceive juice as refreshing, natural, suitable for kids
                                                                                              • Figure 31: Characteristics associated with juice and juice drinks, by age, November 2013
                                                                                          • Characteristics Associated with Bottled Water

                                                                                            • Key points
                                                                                              • Hydration, refreshment most commonly associated with bottled water
                                                                                                • Figure 32: Characteristics associated with bottled water, by gender, November 2013
                                                                                              • 18-24s most likely to associate bottled water with positive characteristics
                                                                                                • Figure 33: Characteristics associated with bottled water, by age, November 2013
                                                                                            • Characteristics Associated with Sports Drinks

                                                                                              • Key points
                                                                                                • Less than half of respondents associate sports drinks with hydration
                                                                                                  • Figure 34: Characteristics associated with sports drinks, by gender, November 2013
                                                                                                • 18-24s most likely to associate sports drinks with positive attributes
                                                                                                  • Figure 35: Characteristics associated with sports drinks, by age, November 2013
                                                                                              • Characteristics Associated with Energy Drinks

                                                                                                • Key points
                                                                                                  • Only 22% perceive energy drinks as functional
                                                                                                    • Figure 36: Characteristics associated with energy drinks, by gender, November 2013
                                                                                                  • Younger respondents most apt to perceive positive attributes
                                                                                                    • Figure 37: Characteristics associated with energy drinks, by age, November 2013
                                                                                                • Characteristics Associated with Dairy and Non-dairy Drinks

                                                                                                  • Key points
                                                                                                    • Seven in 10 perceive milk as healthy
                                                                                                      • Figure 38: Characteristics associated with dairy and non-dairy drinks, by gender, November 2013
                                                                                                    • Seniors most apt to associate milk with health
                                                                                                      • Figure 39: Characteristics associated with dairy and non-dairy drinks, by age, November 2013
                                                                                                  • Frequency of Non-alcoholic Beverage Consumption

                                                                                                    • Key points
                                                                                                      • Daily consumption highest for coffee, bottled water
                                                                                                          • Figure 40: Frequency of non-alcoholic beverage consumption, November 2013
                                                                                                      • Frequency of Juice, Juice Drink, and/or Smoothie Consumption

                                                                                                        • Key points
                                                                                                          • Men report more daily usage of juice/juice drinks/smoothies than women
                                                                                                            • Figure 41: Frequency of non-alcoholic beverage consumption—juice, juice drinks, or smoothies, by gender, November 2013
                                                                                                          • 18-34s most likely to drink juice at least once a week
                                                                                                            • Figure 42: Frequency of non-alcoholic beverage consumption—juice, juice drinks, or smoothies, by age, November 2013
                                                                                                        • Frequency of Uncarbonated, Still Bottled, or Sparkling Water Consumption

                                                                                                          • Key points
                                                                                                            • 18-34s report most consumption of uncarbonated/still bottled water
                                                                                                              • Figure 43: Frequency of uncarbonated or still bottled water consumption, including flavored water, by age, November 2013
                                                                                                            • Presence of children equals more frequent consumption
                                                                                                              • Figure 44: Frequency of uncarbonated or still bottled water consumption, including flavored water, by presence of children in household, November 2013
                                                                                                            • 18-34s most likely to report any consumption of sparkling water
                                                                                                              • Figure 45: Frequency of sparkling water consumption, including flavored water, by age, November 2013
                                                                                                            • Households with children most likely to report sparkling water use
                                                                                                              • Figure 46: Frequency of sparkling water consumption, including flavored water, by presence of children in household, November 2013
                                                                                                          • Frequency of Carbonated Soft Drink Consumption

                                                                                                            • Key points
                                                                                                              • Men more likely than women to go for soft drinks
                                                                                                                • Figure 47: Frequency of carbonated soft drink consumption, by gender, November 2013
                                                                                                              • Seniors most likely to avoid carbonated soft drinks
                                                                                                                • Figure 48: Frequency of carbonated soft drink consumption, by age, November 2013
                                                                                                              • Respondents with kids more apt to drink soft drinks
                                                                                                                • Figure 49: Frequency of carbonated soft drink consumption, by presence of children in household, November 2013
                                                                                                            • Frequency of Sports Drink Consumption

                                                                                                              • Key points
                                                                                                                • More than half of respondents use sports drinks; men more than women
                                                                                                                  • Figure 50: Frequency of sports drink consumption, by gender, November 2013
                                                                                                                • Sports drinks most popular among younger respondents
                                                                                                                  • Figure 51: Frequency of sports drink consumption, by age, November 2013
                                                                                                                • Presence of children means more frequent sports drink consumption
                                                                                                                  • Figure 52: Frequency of sports drink consumption, by presence of children in household, November 2013
                                                                                                              • Frequency of Energy Drink/Shot Consumption

                                                                                                                • Key points
                                                                                                                  • Roughly a third drink energy drinks; men more than women
                                                                                                                    • Figure 53: Frequency of energy drinks and/or shots consumption, by gender, November 2013
                                                                                                                  • 18-34s very likely to use energy drinks
                                                                                                                    • Figure 54: Frequency of energy drinks and/or shots consumption, by age, November 2013
                                                                                                                  • Presence of children means higher likelihood to consume energy drinks
                                                                                                                    • Figure 55: Frequency of energy drinks and/or shots consumption, by presence of children in household, November 2013
                                                                                                                • Frequency of Coffee and Ready-to-drink Coffee Consumption

                                                                                                                  • Key points
                                                                                                                    • Respondents more likely to drink ground, single-cup, instant coffee than RTD
                                                                                                                      • Figure 56: Frequency of coffee consumption, by age, November 2013
                                                                                                                    • Coffee consumption higher among households with children
                                                                                                                      • Figure 57: Frequency of coffee consumption, by presence of children in household, November 2013
                                                                                                                  • Frequency of Tea and Ready-to-drink Tea Consumption

                                                                                                                    • Key points
                                                                                                                      • Loose leaf, bagged, single-cup tea use much higher than RTD
                                                                                                                        • Figure 58: Frequency of tea consumption, by gender, November 2013
                                                                                                                      • 18-34s most likely to drink RTD tea
                                                                                                                        • Figure 59: Frequency of tea consumption, by age, November 2013
                                                                                                                      • Presence of children translates to higher tea consumption
                                                                                                                        • Figure 60: Frequency of tea consumption, by presence of children in household, November 2013
                                                                                                                    • Frequency of Milk Consumption

                                                                                                                      • Key points
                                                                                                                        • Milk has high penetration
                                                                                                                          • Figure 61: Frequency of milk consumption, by age, November 2013
                                                                                                                        • Presence of children indicates higher and more frequent consumption
                                                                                                                          • Figure 62: Frequency of milk consumption, by presence of children in household, November 2013
                                                                                                                      • Frequency of Drinkable Yogurt and/or Kefir Consumption

                                                                                                                        • Key points
                                                                                                                          • Relatively low penetration for kefir and yogurt drinks
                                                                                                                            • 18-34s most likely to report any consumption
                                                                                                                              • Figure 63: Frequency of drinkable yogurt and/or kefir consumption, by age, November 2013
                                                                                                                            • Households with kids most likely to use yogurt drinks
                                                                                                                              • Figure 64: Frequency of drinkable yogurt and/or kefir consumption, by presence of children in household, November 2013
                                                                                                                          • Race and Hispanic Origin

                                                                                                                            • Key points
                                                                                                                              • Blacks report most likelihood to consume juice
                                                                                                                                • Figure 65: Frequency of juice, juice drinks, or smoothies consumption, by race/Hispanic origin, November 2013
                                                                                                                              • Blacks most likely to report any consumption of bottled water
                                                                                                                                • Figure 66: Frequency of uncarbonated or still bottled water consumption, including flavored water, by race/Hispanic origin, November 2013
                                                                                                                              • Hispanics, Blacks over index for consumption of sports drinks
                                                                                                                                • Figure 67: Frequency of sports drink consumption, by race/Hispanic origin, November 2013
                                                                                                                              • Whites least likely to report any consumption of energy drinks
                                                                                                                                • Figure 68: Frequency of energy drinks and/or shots consumption, by race/Hispanic origin, November 2013
                                                                                                                              • Asians, Hispanics most likely to consume RTD coffee daily and weekly
                                                                                                                                • Figure 69: Frequency of coffee consumption, by race/Hispanic origin, November 2013
                                                                                                                              • Asians most apt to report any tea consumption
                                                                                                                                • Figure 70: Frequency of tea consumption, by race/Hispanic origin, November 2013
                                                                                                                              • Asians, Hispanics most apt to report any consumption of drinkable yogurt
                                                                                                                                • Figure 71: Frequency of drinkable yogurt and/or kefir consumption, by race/Hispanic origin, November 2013
                                                                                                                              • Blacks, Hispanics most apt to say a healthy morning drink is important
                                                                                                                                • Figure 72: Attitudes toward timing of non-alcoholic beverage consumption, by race/Hispanic origin, November 2013
                                                                                                                              • Blacks most likely to perceive juice as affordable, fun, indulgent
                                                                                                                                • Figure 73: Characteristics associated with juice and juice drinks, by race/Hispanic origin, November 2013
                                                                                                                              • Blacks most apt to view sports drinks as refreshing, healthy, fun
                                                                                                                                • Figure 74: Characteristics associated with sports drinks, by race/Hispanic origin, November 2013
                                                                                                                              • Blacks, Asians most apt to perceive energy drinks as functional, refreshing
                                                                                                                                • Figure 75: Characteristics associated with energy drinks, by race/Hispanic origin, November 2013
                                                                                                                            • Appendix – Market Drivers

                                                                                                                              • Health and lifestyle
                                                                                                                                • Figure 76: American adults by weight category as determined by body mass index (BMI), 2008-October 28, 2013
                                                                                                                              • Childhood and teen obesity—highest in decades
                                                                                                                                  • Figure 77: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                • Consumer confidence
                                                                                                                                  • Figure 78: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                • Unemployment
                                                                                                                                  • Figure 79: US unemployment rate, by month, 2002-13
                                                                                                                                  • Figure 80: US unemployment and underemployment rates, 2007-13
                                                                                                                                  • Figure 81: Number of employed civilians in US, in thousands, 2007-13
                                                                                                                                • Retail channels
                                                                                                                                  • Figure 82: Distribution of expenditures on food for off-premise consumption, by channel, 2008-12
                                                                                                                                • Racial, ethnic population growth
                                                                                                                                    • Figure 83: US population by race and Hispanic origin, 2009, 2014, and 2019
                                                                                                                                    • Figure 84: Households with children, by race and Hispanic origin of householder, 2013
                                                                                                                                  • Shifting US demographics
                                                                                                                                    • Figure 85: US population, by age, 2009-19
                                                                                                                                    • Figure 86: US households, by presence of own children, 2003-13
                                                                                                                                • Appendix – Other Useful Consumer Tables

                                                                                                                                  • Frequency of juice, juice drink, and/or smoothie consumption
                                                                                                                                    • Figure 87: Frequency of non-alcoholic beverage consumption—juice, juice drinks, or smoothies, by household income, November 2013
                                                                                                                                  • Frequency of uncarbonated, still bottled, or sparkling water consumption
                                                                                                                                    • Figure 88: Frequency of uncarbonated or still bottled water consumption, including flavored water, by gender, November 2013
                                                                                                                                    • Figure 89: Frequency of uncarbonated or still bottled water consumption, including flavored water, by household income, November 2013
                                                                                                                                    • Figure 90: Frequency of sparkling water consumption, including flavored water, by gender, November 2013
                                                                                                                                    • Figure 91: Frequency of sparkling water consumption, including flavored water, by household income, November 2013
                                                                                                                                  • Frequency of carbonated soft drink consumption
                                                                                                                                    • Figure 92: Frequency of carbonated soft drink consumption, by household income, November 2013
                                                                                                                                  • Frequency of sports drink consumption
                                                                                                                                    • Figure 93: Frequency of sports drink consumption, by household income, November 2013
                                                                                                                                  • Frequency of energy drink/shot consumption
                                                                                                                                    • Figure 94: Frequency of energy drinks and/or shots consumption, by household income, November 2013
                                                                                                                                  • Frequency of coffee and ready-to-drink coffee consumption
                                                                                                                                    • Figure 95: Frequency of coffee consumption, by gender, November 2013
                                                                                                                                    • Figure 96: Frequency of coffee consumption, by household income, November 2013
                                                                                                                                  • Frequency of tea and ready-to-drink tea consumption
                                                                                                                                    • Figure 97: Frequency of tea consumption, by household income, November 2013
                                                                                                                                  • Frequency of milk consumption
                                                                                                                                    • Figure 98: Frequency of milk consumption, by gender, November 2013
                                                                                                                                    • Figure 99: Frequency of milk consumption, by household income, November 2013
                                                                                                                                  • Frequency of drinkable yogurt and/or kefir consumption
                                                                                                                                    • Figure 100: Frequency of drinkable yogurt and/or kefir consumption, by gender, November 2013
                                                                                                                                    • Figure 101: Frequency of drinkable yogurt and/or kefir consumption, by household income, November 2013
                                                                                                                                  • Attitudes toward timing of non-alcoholic beverage consumption
                                                                                                                                    • Figure 102: Attitudes toward timing of non-alcoholic beverage consumption, by household income, November 2013
                                                                                                                                  • Characteristics associated with carbonated soft drinks
                                                                                                                                    • Figure 103: Characteristics associated with carbonated soft drinks, by household income, November 2013
                                                                                                                                  • Characteristics associated with juice and juice drinks
                                                                                                                                    • Figure 104: Characteristics associated with juice and juice drinks, by household income, November 2013
                                                                                                                                  • Characteristics associated with bottled water
                                                                                                                                    • Figure 105: Characteristics associated with bottled water, by household income, November 2013
                                                                                                                                  • Characteristics associated with sports drinks
                                                                                                                                    • Figure 106: Characteristics associated with sports drinks, by household income, November 2013
                                                                                                                                  • Characteristics associated with energy drinks
                                                                                                                                    • Figure 107: Characteristics associated with energy drinks, by household income, November 2013
                                                                                                                                  • Characteristics associated with dairy and non-dairy drinks
                                                                                                                                    • Figure 108: Characteristics associated with dairy and non-dairy drinks, by household income, November 2013
                                                                                                                                  • Race and Hispanic origin
                                                                                                                                    • Figure 109: Frequency of carbonated soft drink consumption, by race/Hispanic origin, November 2013
                                                                                                                                    • Figure 110: Frequency of milk consumption, by race/Hispanic origin, November 2013
                                                                                                                                    • Figure 111: Characteristics associated with carbonated soft drinks, by race/Hispanic origin, November 2013
                                                                                                                                    • Figure 112: Characteristics associated with bottled water, by race/Hispanic origin, November 2013
                                                                                                                                    • Figure 113: Characteristics associated with dairy and non-dairy drinks, by race/Hispanic origin, November 2013
                                                                                                                                • Appendix – Trade Associations

                                                                                                                                  Companies Covered

                                                                                                                                  • American Dairy Products Institute (ADPI)
                                                                                                                                  • International Dairy Foods Association
                                                                                                                                  • National Cheese Institute
                                                                                                                                  • Pepsi-Cola North America
                                                                                                                                  • U.S. Dairy Export Council (USDEC)
                                                                                                                                  • Unilever USA
                                                                                                                                  • United Soybean Board (USB)

                                                                                                                                  Non-Alcoholic Beverages Occasions - US - January 2014

                                                                                                                                  US $3,995.00 (Excl.Tax)