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Non-alcoholic Beverages: The Consumer - US - March 2010

In this portion of a two-part report on non-alcoholic beverages, Mintel takes an in-depth view of the consumer. The market-centric view is covered in Mintel’s Non-alcoholic Beverages: The Market - US - April 2010. This report allows non-alcoholic beverage (NAB) producers and marketers a glimpse into consumption trends, as well as consumer behavior and attitudes toward the gamut of non-alcoholic beverages.

The major themes explored in this report include, but are not limited to:

  • Non-alcoholic beverage consumption trends including soda (carbonated soft drinks), fruit juice/drinks, milk/soymilk, energy and sports drinks, RTD tea and coffee, and bottled water
  • The impact of the current recession on consumer purchase behavior of non-alcoholic beverages
  • How consumers perceive non-alcoholic beverages with pro-health and lifestyle attributes
  • What opinion consumers have of beverage sweeteners including high-fructose corn syrup, artificial sweeteners, stevia and other natural sweeteners
  • Packaging attributes in non-alcoholic beverages that are likely to attract consumers
  • Health attributes that resonate the most with non-alcoholic beverage buyers
  • Non-alcoholic beverage purchase incidence for immediate consumption and at-home consumption
  • Types of promotions—buy-one-get-one, deals in newspapers, or coupons—that motivate consumers to purchase non-alcoholic beverages
  • Non-alcoholic beverage consumer trends among high-growth population groups—blacks, Hispanics and Asians

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Table of contents

  1. Scope and Themes

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

                • High obesity rates and consumer trend towards watching diet may dampen NAB consumption
                  • Blacks and Hispanics offer growth potential for declining NAB categories, and faster-than-average growth for growing NAB categories
                    • Children, teens, and adults aged 18-24 are the key consumer in the market
                      • Incidence of consumption remains stable for most beverages but regular soda
                        • Consumers perceive low-calorie sweeteners to be hazardous to health and unpalatable
                          • Price promotions and brand consideration are the biggest motivators in NAB purchase
                            • Recession impacts the beverage purchase behavior for 50% of all NAB buyers
                              • Diet watchers do not necessarily avoid regular calorie beverages
                                • Immediate vs. at-home consumption
                                • Insights and Opportunities—A Consumer-centric View

                                  • There is a disconnect between what consumers drink and what they perceive to be healthy
                                    • Diet without the sacrifice
                                      • Reward ethnic consumers
                                        • Customizable energy drinks
                                          • Most young Americans really don’t need to replenish their electrolytes
                                          • Inspire Trends

                                              • Trend 1: Taxing your soda
                                                • What’s it all about?
                                                  • What we’ve seen?
                                                    • A fury over fat taxes
                                                      • Reformulate or be part of the problem
                                                        • Trend 2: Food and Beauty
                                                          • What it’s all about?
                                                            • What we’ve seen?
                                                              • You are what you drink
                                                                • Drink up, gorgeous!
                                                                  • Trend 3: Can we trust the water?
                                                                    • What it’s all about?
                                                                      • What we’ve seen?
                                                                        • Demanding more from water
                                                                          • Water and other beverages with a purpose
                                                                          • Market Drivers—Health and Wellness Trends

                                                                            • Key points
                                                                              • The number of adults watching their diets appears to have peaked
                                                                                • Figure 1: Incidence of presently watching/controlling diet, May 2004-June 2009
                                                                              • Adults watching their diet seek low-fat, low-sugar food products
                                                                                • Figure 2: Attributes diet-watchers look for in food, 2006 and 2009
                                                                              • Adult obesity levels in the U.S. stabilize but still remain a cause of concern
                                                                                • Figure 3: Percentage of population aged 20 and over who are overweight or obese or extremely obese, 1988-2008
                                                                              • Consumer and government concerns for obesity-related issues spell negative outlook for much of the industry
                                                                                • Figure 4: Reasons for watching/controlling diet, 2006 and 2009
                                                                              • Obesity rates among children and teens cause concern
                                                                                • Figure 5: Prevalence of obesity among children and adolescents, 2-19 years of age, 1976-2008
                                                                              • Prevalence of obesity among adults by age
                                                                                • Figure 6: Prevalence of obesity and overweight among adults aged 20 Years or older, by gender and age, 1999-2008
                                                                              • Diabetes strikes many older Americans
                                                                                • Figure 7: Estimated total prevalence of diabetes in people aged 20 years or older, by age group in the U.S., 2005
                                                                              • High-fructose corn syrup and artificial sweeteners alienate consumers
                                                                              • Market Drivers—Demographic and Economic Factors

                                                                                • Key points
                                                                                  • Households with children impact fruit juice/juice drinks and milk categories
                                                                                    • Figure 8: Households, by presence of children, 1998-2008
                                                                                  • Kid population growth offers better prospects for 2009-14 period
                                                                                    • Figure 9: Population of kids aged 6-11, 2004-14
                                                                                  • Teen population growth to remain flat; growth through frequency
                                                                                    • Figure 10: Teen population, 2004-14
                                                                                  • Black and Hispanic population projections offer growth potential for the market
                                                                                    • Figure 11: Population by race and Hispanic origin, 2004-14
                                                                                  • Recession has negatively influenced the NAB market
                                                                                    • Figure 12: Impact of recession on beverage purchase behavior, by presence of children, November 2009
                                                                                • The Consumer—Usage and Frequency of Use

                                                                                  • Key points
                                                                                    • Most non-alcoholic beverages fail to grow consumer base
                                                                                        • Figure 13: Summary of trends in personal consumption of soda, bottled water, sports drinks and energy drinks, May 2004-June 2009
                                                                                      • Household consumption of milk and juice remains stable
                                                                                          • Figure 14: Summary of trends in household consumption of fruit juice/juice drinks, milk, powdered soft drinks, coffee, and tea, May 2004-June 2009
                                                                                        • Soda consumption trends
                                                                                            • Figure 15: Trended personal incidence of drinking and volume consumption of soda, May 2004-June 2009
                                                                                          • Soda consumption by the key demographic groups
                                                                                              • Figure 16: Adult soda usage, by sub-category, by gender, April 2008-June 2009
                                                                                              • Figure 17: Adult soda usage, by sub-category, by age, April 2008-June 2009
                                                                                            • Bottled water consumption trends
                                                                                                • Figure 18: Personal incidence and frequency of drinking bottled water, by type, May 2004-June 2009
                                                                                              • Bottled water consumption by key demographic groups
                                                                                                  • Figure 19: Personal incidence of drinking bottled water, by key demographic groups, April 2008-June 2009
                                                                                                • Energy drinks and sports drinks consumption trends
                                                                                                    • Figure 20: Personal incidence of usage and volume consumption of energy and sports drinks, May 2004-June 2009
                                                                                                  • Sports and energy drinks consumption by key demographic groups
                                                                                                      • Figure 21: Personal incidence of usage of energy and sports drinks, by key demographic groups, April 2008-June 2009
                                                                                                      • Figure 22: Personal incidence of drinking energy shots, by age, November 2009
                                                                                                    • Fruit juice and juice drinks’ household consumption trends
                                                                                                        • Figure 23: Household incidence and frequency* of fruit juice and juice drinks usage, May 2004-June 2009
                                                                                                      • HH fruit and vegetable juices/drinks consumption by key demographic groups
                                                                                                        • Figure 24: Household consumption of orange juice, other fruit juice, and tomato/vegetable juices, by key demographic groups, April 2008-June 2009
                                                                                                      • Milk’s household consumption trends
                                                                                                          • Figure 25: Household incidence of usage and volume consumption of milk, May 2004-June 2009
                                                                                                        • HH milk consumption by key demographic groups
                                                                                                          • Figure 26: Household incidence milk usage, by type, by presence of children, April 2008-June 2009
                                                                                                        • Coffee and RTD coffee consumption trends
                                                                                                            • Figure 27: Household incidence of usage and volume consumption of coffee, May 2004-June 2009
                                                                                                          • Coffee and RTD coffee consumption by key demographic group
                                                                                                              • Figure 28: Household incidence of drinking coffee, by age, April 2008-June 2009
                                                                                                            • RTD coffee
                                                                                                              • Figure 29: Personal incidence of drinking RTD coffee, by age, April 2008-June 2009
                                                                                                            • Tea and RTD tea consumption trends
                                                                                                                • Figure 30: Personal incidence of drinking RTD iced tea and household incidence of using tea bags and loose tea, May 2004-June 2009
                                                                                                              • Tea and RTD tea consumption by key demographic group
                                                                                                                  • Figure 31: Personal incidence of drinking RTD iced tea and household incidence of using tea bags and loose tea, by age, April 2008-June 2009
                                                                                                              • How Beverages are Perceived and Evaluated

                                                                                                                • Beverage ranking with respect to its perception as healthy or unhealthy
                                                                                                                  • Figure 32: Beverages perceived as most healthy (soda, energy, water, juice grouping), by gender, November 2009
                                                                                                                  • Figure 33: Beverages perceived as most healthy (soda, energy, water, juice grouping), by age, November 2009
                                                                                                                  • Figure 34: Beverages perceived as most healthy (milks and functional drinks), by gender, November 2009
                                                                                                                  • Figure 35: Beverages perceived as most healthy (milks and functional drinks), by age, November 2009
                                                                                                                • “Least healthy” beverage ranking
                                                                                                                  • Figure 36: Beverages perceived as least healthy (soda, energy, water, juice grouping), by age, November 2009
                                                                                                                  • Figure 37: Beverages perceived as least healthy (milks and functional drinks), by age, November 2009
                                                                                                                • “Most calories” beverage ranking
                                                                                                                  • Figure 38: Beverages perceived as having the most calories (soda, energy, water, juice grouping), by age, November 2009
                                                                                                                  • Figure 39: Beverages perceived as having the most calories (milks and functional drinks), by age, November 2009
                                                                                                                • Most convenient nutrition beverage ranking
                                                                                                                  • Figure 40: Beverages perceived as providing the most convenient nutrition (soda, energy, water, juice grouping), by age, November 2009
                                                                                                                  • Figure 41: Beverages perceived as providing the most convenient nutrition (milks and functional drinks), by age, November 2009
                                                                                                                • Fits lifestyle goals
                                                                                                                  • Figure 42: Beverages perceived as the best fit with lifestyle goals such as maintaining stamina (soda, energy, water, juice grouping), by gender, November 2009
                                                                                                                  • Figure 43: Beverages perceived as the best fit with lifestyle goals such as maintaining stamina (milks and functional drinks), by gender, November 2009
                                                                                                                • Thirst quenching
                                                                                                                  • Figure 44: Beverages perceived as being the best thirst quenchers (soda, energy, water, juice grouping), by gender, November 2009
                                                                                                                  • Figure 45: Beverages perceived as being the best thirst quenchers (soda, energy, water, juice grouping), by age, November 2009
                                                                                                                • Energy
                                                                                                                  • Figure 46: Beverages perceived as providing the most energy (soda, energy, water, juice grouping), by age, November 2009
                                                                                                                  • Figure 47: Beverages perceived as providing the most energy (milks and functional drinks), by age, November 2009
                                                                                                                • Is the most refreshing
                                                                                                                  • Figure 48: Beverages perceived as being the most refreshing (soda, energy, water, juice grouping), by age, November 2009
                                                                                                                  • Figure 49: Beverages perceived as being the most refreshing (milks and functional drinks grouping), by age, November 2009
                                                                                                                • The most exciting advertising
                                                                                                                  • Figure 50: Beverages perceived as having the most exciting advertising (soda, energy, water, juice grouping), by age, November 2009
                                                                                                                  • Figure 51: Beverages perceived as having the most exciting advertising (milks and functional drinks), by age, November 2009
                                                                                                              • Immediate Vs. At-home Consumption

                                                                                                                • At-home versus immediate consumption for soda, sports drinks, energy drinks, and energy shots
                                                                                                                  • Figure 52: At-home vs. immediate consumption of soda, energy drinks, energy shots, and sports drinks, November 2009
                                                                                                                • At-home versus immediate consumption for bottled water and fruit juice/drinks
                                                                                                                  • Figure 53: At-home vs. immediate consumption of fruit juice/drinks, and bottled water, November 2009
                                                                                                                • At-home versus immediate consumption for all types of milk, soymilk, tea, and coffee
                                                                                                                  • Figure 54: At-home vs. immediate consumption of milk, soymilk, fruit juice, juice drinks and tea/RTD tea and coffee/RTD coffee, November 2009
                                                                                                              • Beverage Purchase Decision Drivers

                                                                                                                • Health-related beverage attributes driving purchase decisions
                                                                                                                  • Figure 55: Health-related factors that drive beverage purchase decisions, November 2009
                                                                                                                  • Figure 56: Health-related factors that “usually” drive beverage purchase decisions, by gender, November 2009
                                                                                                                  • Figure 57: Health-related factors that “usually” drive beverage purchase decisions, by age, November 2009
                                                                                                                • Purchase driving attributes related to brands, price, promotion, packaging, and uniqueness
                                                                                                                    • Figure 58: Factors that drive beverage purchase decisions, November 2009
                                                                                                                    • Figure 59: Factors that drive beverage purchase decisions, by age, November 2009
                                                                                                                    • Figure 60: Factors that drive beverage purchase decisions, by presence of children, November 2009
                                                                                                                • Attitudes and Behaviors towards Beverage Sweeteners

                                                                                                                  • Perceptions of artificial sweeteners vs. natural sweeteners
                                                                                                                      • Figure 61: Attitudes and behaviors towards artificial and natural no/low calorie sweeteners, by age, November 2009
                                                                                                                    • Attitudes towards naturally sweetened beverages and high-fructose corn syrup’s link to obesity
                                                                                                                      • Figure 62: Attitudes towards natural sweeteners and high-fructose corn syrup, by gender, November 2009
                                                                                                                      • Figure 63: Attitudes towards natural sweeteners and high-fructose corn syrup, by age, November 2009
                                                                                                                      • Figure 64: Attitudes towards natural sweeteners and high-fructose corn syrup, by household income, November 2009
                                                                                                                  • Impact of Recession on Beverage Purchase Behavior

                                                                                                                    • Recession has impacted the NAB purchases for half of all NAB buyers
                                                                                                                      • Figure 65: Impact of recession on beverage purchase behavior, by gender, November 2009
                                                                                                                      • Figure 66: Impact of recession on beverage purchase behavior, by presence of children, November 2009
                                                                                                                  • Attitudes towards Beverage Packaging

                                                                                                                    • Key points
                                                                                                                      • Most consumers have very practical needs for packaging
                                                                                                                        • Figure 67: Attitudes towards beverage packaging and labeling, by age, November 2009
                                                                                                                      • Preferred attributes in beverage packaging
                                                                                                                        • Figure 68: Desirable attributes in beverage packaging, by gender, November 2009
                                                                                                                    • Impact of Race/Hispanic Origin

                                                                                                                      • Blacks and Hispanics offer growth potential for declining regular soda
                                                                                                                          • Figure 69: Adult soda usage, by sub-category, by race/Hispanic origin, April 2008-June 2009
                                                                                                                        • Blacks, Hispanics, and Asian HHs key fruit juice/drinks consumer
                                                                                                                          • Figure 70: Household consumption of orange juice, other fruit juice, and tomato/vegetable juices, by race/Hispanic origin, April 2008-June 2009
                                                                                                                        • Race/Hispanic origin impacts the milk consumption by type
                                                                                                                            • Figure 71: Household incidence of milk usage, by type, by race/Hispanic origin, April 2008-June 2009
                                                                                                                          • Bottled water consumption by key demographic groups
                                                                                                                            • Figure 72: Personal incidence of drinking bottled water, by race/Hispanic origin, April 2008-June 2009
                                                                                                                          • Energy drinks and sports drinks
                                                                                                                            • Figure 73: Personal incidence of usage of energy and sports drinks, by race/Hispanic origin, April 2008-June 2009
                                                                                                                          • “Most calories” beverage ranking
                                                                                                                            • Figure 74: Beverages perceived as having the most calories (soda, energy, water, juice grouping), by race/Hispanic origin, November 2009
                                                                                                                          • Most convenient nutrition beverage ranking
                                                                                                                            • Figure 75: Beverages perceived as providing the most convenient nutrition (soda, energy, water, juice grouping), by race/Hispanic origin, November 2009
                                                                                                                            • Figure 76: Beverages perceived as providing the most convenient nutrition (milks and functional drinks), by race/Hispanic origin, November 2009
                                                                                                                          • Energy
                                                                                                                            • Figure 77: Beverages perceived as providing the most energy (soda, energy, water, juice grouping), by race/Hispanic origin, November 2009
                                                                                                                          • Most exciting advertising
                                                                                                                            • Figure 78: Beverages perceived as having the most exciting advertising (soda, energy, water, juice grouping), by race/Hispanic origin, November 2009
                                                                                                                          • Beverage purchase decision drivers
                                                                                                                            • Health-related beverage attributes driving purchase decisions
                                                                                                                              • Figure 79: Health-related factors that “usually” drive beverage purchase decisions, by race/Hispanic origin, November 2009
                                                                                                                            • Purchase driving attributes related to brands, price, promotion, packaging, and uniqueness
                                                                                                                              • Figure 80: Factors that drive beverage purchase decisions, by race/Hispanic origin, November 2009
                                                                                                                            • Attitudes and behaviors towards beverage sweeteners
                                                                                                                              • Figure 81: Attitudes and behaviors towards artificial and natural no/low calorie sweeteners, by race/Hispanic origin, November 2009
                                                                                                                            • Attitudes towards naturally sweetened beverages and high-fructose corn syrup’s link to obesity
                                                                                                                              • Figure 82: Attitudes towards natural sweeteners and high-fructose corn syrup, by race/Hispanic origin, November 2009
                                                                                                                            • Attitudes towards beverage packaging
                                                                                                                              • Figure 83: Attitudes towards beverage packaging and labeling, by race/Hispanic origin, November 2009
                                                                                                                          • The Teen Consumer: Usage and Frequency of Use

                                                                                                                            • Trends in drinking different types of beverages among teens
                                                                                                                                • Figure 84: Personal consumption of different types of beverage among teens, by sub-category, May 2004-June 2009
                                                                                                                                • Figure 85: personal consumption of different types of beverage among teens, by sub-category, by gender, May 2004-June 2009
                                                                                                                                • Figure 86: Personal consumption of different types of beverage among teens, by sub-category, by age group, May 2004-June 2009
                                                                                                                                • Figure 87: Personal consumption of different types of beverage among teens, by sub-category, by race/Hispanic origin, April 2008-June 2009
                                                                                                                              • Trends in volume consumption of soda, thirst quenchers and energy drinks among teens
                                                                                                                                  • Figure 88: Trends in volume consumption of diet soda, regular soda, thirst quenchers, and energy drinks among teens, May 2004-June 2009
                                                                                                                                • Trends in volume consumption of fruit juice/drinks, and bottled water among teens
                                                                                                                                    • Figure 89: Trends in volume consumption of other NABs among teens, May 2004-June 2009
                                                                                                                                  • Soda, energy drinks, and sports drinks volume consumption among teens by gender and age
                                                                                                                                      • Figure 90: Personal volume consumption of diet soda, regular soda, thirst quenchers, and energy drinks among teens, by gender and age, April 2008-June 2009
                                                                                                                                      • Figure 91: Personal volume consumption of different types of beverage among teens, by gender and age, May 2004-June 2009
                                                                                                                                  • The Kid Consumer—Usage and Frequency of Use

                                                                                                                                    • Trends in drinking different types of beverages among kids aged 6-11
                                                                                                                                        • Figure 92: Personal consumption of different types of beverage among kids, May 2004-June 2009
                                                                                                                                        • Figure 93: Personal consumption of different types of beverage among kids, by gender and age, April 2008-June 2009
                                                                                                                                      • Trends in the volume consumption of non-alcoholic beverages among kids
                                                                                                                                          • Figure 94: Trends in volume consumption of different types of non-alcoholic beverage among kids, May 2004-June 2009
                                                                                                                                          • Figure 95: Volume consumption of different types of non-alcoholic beverage among kids, by gender and age, April 2008-June 2009
                                                                                                                                      • Cluster Analysis

                                                                                                                                          • Recession-proof minimalists
                                                                                                                                            • Who they are
                                                                                                                                              • Opportunity
                                                                                                                                                • Guzzlers of regular
                                                                                                                                                  • Who they are
                                                                                                                                                    • Opportunity
                                                                                                                                                      • Diet-conscious, heavy drinkers
                                                                                                                                                        • Who are they
                                                                                                                                                          • Opportunity
                                                                                                                                                            • Cluster characteristics
                                                                                                                                                              • Figure 96: Non-alcoholic beverage purchaser clusters, November 2009
                                                                                                                                                              • Figure 97: Types of non-alcoholic beverages purchased, by non-alcoholic beverage purchaser clusters, November 2009
                                                                                                                                                              • Figure 98: Non-alcoholic beverage health claims sought, by non-alcoholic beverage purchaser clusters, November 2009
                                                                                                                                                              • Figure 99: Non-alcoholic beverage consumer shopping habits, by non-alcoholic beverage purchaser clusters, November 2009
                                                                                                                                                              • Figure 100: Attitudes and behaviors towards artificial and natural no/low calorie sweeteners, by non-alcoholic beverage buyer clusters, November 2009
                                                                                                                                                              • Figure 101: Attitudes towards natural sweeteners and high-fructose corn syrup, by non-alcoholic beverage buyer clusters, November 2009
                                                                                                                                                              • Figure 102: Impact of the recession on non-alcoholic beverage purchases, by non-alcoholic beverage buyer clusters, November 2009
                                                                                                                                                            • Demographic tables
                                                                                                                                                              • Figure 103: Non-alcoholic beverage buyer clusters, by gender, November 2009
                                                                                                                                                              • Figure 104: Non-alcoholic beverage buyer clusters, by age group, November 2009
                                                                                                                                                              • Figure 105: Non-alcoholic beverage buyer clusters, by household income group, November 2009
                                                                                                                                                              • Figure 106: Non-alcoholic beverage buyer clusters, by race, November 2009
                                                                                                                                                              • Figure 107: Non-alcoholic beverage buyer clusters, by Hispanic origin, November 2009
                                                                                                                                                            • Cluster methodology
                                                                                                                                                            • Custom Consumer Groups

                                                                                                                                                              • Moms and non-moms
                                                                                                                                                                  • Figure 108: Personal consumption of different types of beverages, by moms and non-moms, April 2008-June 2009
                                                                                                                                                                • Non-alcoholic beverage consumption among people who try to eat healthier
                                                                                                                                                                    • Figure 109: Personal consumption of different types of beverages, by inclination to eat healthier, April 2008-June 2009
                                                                                                                                                                  • Non-alcoholic beverage consumption among dieters
                                                                                                                                                                      • Figure 110: Personal consumption of different types of beverages, by attitudes towards watching diet or dieting, April 2008-June 2009
                                                                                                                                                                    • Non-alcoholic beverage consumption among those who prefer fast food to home cooking
                                                                                                                                                                        • Figure 111: Personal consumption of different types of beverages, by preference of fast food to home cooking, April 2008-June 2009
                                                                                                                                                                      • Non-alcoholic consumption among Hispanics by level of acculturation
                                                                                                                                                                          • Figure 112: Personal consumption of different types of beverages, by degree of Hispanic acculturation, April 2008-June 2009
                                                                                                                                                                        • Attitudes towards beverage sweeteners by age and gender
                                                                                                                                                                            • Figure 113: Attitudes and behaviors towards artificial and natural no/low calorie sweeteners, by age and gender, November 2009
                                                                                                                                                                            • Figure 114: Attitudes towards natural sweeteners and high-fructose corn syrup, by age and gender, November 2009
                                                                                                                                                                          • Women aged 35+ are the primary shoppers in the household
                                                                                                                                                                              • Figure 115: Primary food and beverage shopper in household, by age and gender, November 2009
                                                                                                                                                                          • Appendix—Additional Adult Consumer Comparisons

                                                                                                                                                                              • Figure 116: Adult soda usage, by sub-category, by presence of children, April 2008-June 2009
                                                                                                                                                                              • Figure 117: Beverages perceived as least healthy (soda, energy, water, juice grouping), by household income, November 2009
                                                                                                                                                                              • Figure 118: Beverages perceived as least healthy (milks and functional drinks), by household income, November 2009
                                                                                                                                                                              • Figure 119: Beverages perceived as the best fit with lifestyle goals such as maintaining stamina (soda, energy, water, juice grouping), by age, November 2009
                                                                                                                                                                              • Figure 120: Beverages perceived as being the most refreshing (soda, energy, water, juice grouping), by gender, November 2009
                                                                                                                                                                              • Figure 121: Health-related factors that “usually” drive beverage purchase decisions, by household income, November 2009
                                                                                                                                                                              • Figure 122: Health-related factors that “usually” drive beverage purchase decisions, by presence of children, November 2009
                                                                                                                                                                              • Figure 123: Factors that drive beverage purchase decisions, by gender, November 2009
                                                                                                                                                                              • Figure 124: Factors that drive beverage purchase decisions, by household income, November 2009
                                                                                                                                                                            • Attitudes and behaviors towards beverage sweeteners
                                                                                                                                                                              • Figure 125: Attitudes and behaviors towards artificial and natural no/low calorie sweeteners, by gender, November 2009
                                                                                                                                                                              • Figure 126: Attitudes and behaviors towards artificial and natural no/low calorie sweeteners, by household income, November 2009
                                                                                                                                                                              • Figure 127: Attitudes and behaviors towards artificial and natural no/low calorie sweeteners, by presence of children, November 2009
                                                                                                                                                                              • Figure 128: Attitudes towards natural sweeteners and high-fructose corn syrup, by presence of children, November 2009
                                                                                                                                                                              • Figure 129: Impact of recession on beverage purchase behavior, by age, November 2009
                                                                                                                                                                              • Figure 130: Impact of recession on beverage purchase behavior, by household income, November 2009
                                                                                                                                                                            • Preferred attributes in beverage packaging
                                                                                                                                                                              • Figure 131: Desirable attributes in beverage packaging, by age, November 2009
                                                                                                                                                                          • Appendix—Additional Race/Hispanic Origin Comparisons

                                                                                                                                                                            • Impact of recession on Beverage Purchase Behavior
                                                                                                                                                                              • Figure 132: Impact of recession on beverage purchase behavior, by race/Hispanic origin, November 2009
                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                            Companies Covered

                                                                                                                                                                            • American Beverage Association, The
                                                                                                                                                                            • Coca-Cola Company (The) (USA)
                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                            • Food and Drug Administration
                                                                                                                                                                            • Gatorade
                                                                                                                                                                            • Greenfield Online
                                                                                                                                                                            • International Bottled Water Association
                                                                                                                                                                            • National Soft Drink Association
                                                                                                                                                                            • Pepsi-Cola North America
                                                                                                                                                                            • Red Bull North America, Inc.
                                                                                                                                                                            • Starbucks Corporation
                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                            • U.S. Department of Agriculture
                                                                                                                                                                            • Walmart Stores (USA)

                                                                                                                                                                            Non-alcoholic Beverages: The Consumer - US - March 2010

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