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

Non-alcoholic Beverages: The Market - US - April 2010

This report focuses on seven major segments within the non-alcoholic beverage market: milk, carbonated soft drinks, fruit and vegetable juice/drinks, bottled water, energy drinks and shots, sports drinks, coffee, and tea. Besides presenting sales data on a segment-by-segment basis, the report considers a range of topics, including the following:

  • The size of the market, and its potential for growth, and how similar products can be made to stand out
  • What manufacturers and retailers can do to expand the market to new users
  • The importance of merchandising in an industry that is primarily focused on function and price
  • Key brands’ performance in each category, challenges they face and how manufacturers endeavor to differentiate themselves from private label
  • The impact of demographic shifts on product needs during 2004-09 and how 2009-14 population projections will affect changes in the market
  • What innovative product positioning and attributes would best attract the increasingly health conscious society
  • How marketers add premium features to new product to justify a higher selling price

What you get

What's included

Why buy from us?

Succeed

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

Instant Access

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

Opportunities

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

Trusted

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

Table of contents

  1. Scope and Themes

    • What you need to know
      • Data sources
        • Sales data
          • Advertising creative
            • Abbreviations and terms
              • Abbreviations
              • Executive Summary

                • Market at a glance
                  • Four out of eight segments down in 2008-09
                    • Top six manufacturers account for nearly half of sales
                      • Kids, blacks, and young adults important to sales
                        • Naked Juice offers peace of mind, and Manzanita Sol gives a piece of home
                          • Innovation driven by food-minus, vitamins/minerals and environment
                          • Insights and Opportunities—A Market-centric View

                            • Growing confusion in the beverage aisle; brands getting stretched too thin
                              • Personal coffee to go
                                • Trash to treasure
                                  • Reward the recycling efforts
                                    • Make room for super premium frozen juice smoothies
                                    • 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 Size and Forecast

                                                                      • Key points
                                                                        • Beverages with affordable premium positioning will drive future growth
                                                                          • Continued price volatility in fruit juice and milk will inhibit growth
                                                                            • Sales and forecast of market
                                                                              • Figure 1: FDMx sales and forecast of non-alcoholic beverages, at current prices, 2004-14
                                                                              • Figure 2: FDMx sales and forecast of non-alcoholic beverages, at inflation-adjusted prices, 2004-14
                                                                            • Walmart sales
                                                                            • Competitive Context

                                                                              • Key points
                                                                                • Competition from categories within the retail environment
                                                                                  • Internal competition within the beverage aisles
                                                                                    • Convenient nutrition
                                                                                      • Refreshing/Thirst Quenching
                                                                                        • Lifestyle goals such as weight management
                                                                                          • Private Label: Wooing consumers with lower prices
                                                                                            • Bottled water
                                                                                                • Figure 3: Cost comparison: private label vs. national brand bottled water, 2009
                                                                                                • Figure 4: Positioning comparison: private labels vs. national brand bottled water, 2009
                                                                                              • Coffee
                                                                                                • Juice
                                                                                                  • Soda
                                                                                                    • Tea
                                                                                                      • Private label summary
                                                                                                      • Segment Performance

                                                                                                        • Key points
                                                                                                          • Caffeine trumps health in beverage sales growth during 2008-09
                                                                                                            • Sales and forecast by segment
                                                                                                              • Figure 5: FDMx sales and forecast of non-alcoholic beverages, at current prices, by segment, part 1, 2004-14
                                                                                                              • Figure 6: FDMx sales and forecast of non-alcoholic beverages, at current prices, by segment, part 2, 2004-14
                                                                                                              • Figure 7: FDMx sales of non-alcoholic beverages, by segment, 2007 and 2009
                                                                                                          • Segment Performance—Carbonated Drinks

                                                                                                            • Key points
                                                                                                              • High-sugar content continues to alienate consumers
                                                                                                                • Low-calorie soda suffers from health and taste concern
                                                                                                                  • Sales and forecast of carbonated drinks
                                                                                                                    • Figure 8: FDMx sales and forecast of carbonated drinks, 2004-14
                                                                                                                • Segment Performance—Milk, Soymilk, and Yogurt Drinks

                                                                                                                  • Key points
                                                                                                                    • Fewer households with children mean fewer milk sales
                                                                                                                      • Volatile pricing spikes market size
                                                                                                                        • Sales and forecast of milk
                                                                                                                          • Figure 9: FDMx sales and forecast of milk, 2004-14
                                                                                                                      • Segment Performance—Fruit and Vegetable Juice and Drinks

                                                                                                                        • Key points
                                                                                                                          • Healthy juice drinks offer real sugar with lower cost
                                                                                                                            • Sales and forecast of fruit and vegetable juice and drinks
                                                                                                                              • Figure 10: U.S. FDMx sales and forecast of juice and juice drinks, 2004-14
                                                                                                                          • Segment Performance—Bottled Water

                                                                                                                            • Key points
                                                                                                                              • Market strained from less volume and lower prices
                                                                                                                                • Sales and forecast of bottled water
                                                                                                                                  • Figure 11: U.S. FDMx sales and forecast of bottled water, 2004-14
                                                                                                                              • Segment Performance—Coffee and RTD Coffee

                                                                                                                                • Key points
                                                                                                                                  • Mature market keeping pace with inflation; lacks innovation
                                                                                                                                    • Untapped innovation for Instant coffee could garner premium sales
                                                                                                                                      • Sales and forecast of coffee and RTD coffee
                                                                                                                                        • Figure 12: U.S. FDMx sales and forecast of coffee and RTD coffee, 2004-14
                                                                                                                                    • Segment Performance—Tea and RTD Tea

                                                                                                                                      • Key points
                                                                                                                                        • What is behind up/down in market?
                                                                                                                                          • Sales and forecast of tea and RTD tea
                                                                                                                                            • Figure 13: FDMx sales and forecast of tea and RTD tea, 2004-14
                                                                                                                                        • Segment Performance—Energy Drinks and Energy Shots

                                                                                                                                          • Key points
                                                                                                                                            • Growing sales, but overall penetration remains low
                                                                                                                                              • Energy shots fuel growth during 2007-09
                                                                                                                                                • New products reaching out to consumers looking for safer energy boost
                                                                                                                                                  • Sales and forecast of energy drinks and shots
                                                                                                                                                    • Figure 14: U.S. FDMx sales and forecast of energy drinks and shots, 2004-14
                                                                                                                                                • Segment Performance—Sports Drinks

                                                                                                                                                  • Key points
                                                                                                                                                    • Segment sales stall with scarcity of new consumers
                                                                                                                                                      • Sales and forecast of sports drinks
                                                                                                                                                        • Figure 15: U.S. FDMx sales and forecast of sports drinks, 2004-14
                                                                                                                                                    • Segment Performance—Other

                                                                                                                                                      • Key points
                                                                                                                                                        • Artificial ingredients and declining milk popularity works against the segment
                                                                                                                                                          • Sales and forecast of other drinks
                                                                                                                                                            • Figure 16: U.S. FDMx sales and forecast of other* drinks, 2004-14
                                                                                                                                                        • Retail Channels

                                                                                                                                                          • Key points
                                                                                                                                                            • Grocery channel losing its edge
                                                                                                                                                              • Figure 17: FDMx sales of non-alcoholic beverages, by retail channel, 2007and 2009
                                                                                                                                                          • Retail Channels—Supermarkets

                                                                                                                                                            • Key points
                                                                                                                                                              • Figure 18: U.S. sales of non-alcoholic beverages at supermarkets, 2004-09
                                                                                                                                                          • Retail Channels—Drug and Other

                                                                                                                                                            • Key points
                                                                                                                                                              • Figure 19: U.S. sales of non-alcoholic beverages at drug and other FDMx retailers, 2004-09
                                                                                                                                                          • Market Drivers

                                                                                                                                                            • Key points
                                                                                                                                                              • The number of adults watching their diets appears to have reached its high, but is still substantial
                                                                                                                                                                • Figure 20: Attitude towards health, May 2004-June 2009
                                                                                                                                                              • Adults watching their diet seek low-fat, low-sugar food products
                                                                                                                                                                • Figure 21: Attributes diet-watchers look for in food, 2006/07 and 2008/09
                                                                                                                                                              • Adult obesity levels in the U.S. stabilize but still remain a cause of concern
                                                                                                                                                                • Figure 22: Percentage of population aged 20 and over who are overweight or obese or extremely obese, 1988-2008
                                                                                                                                                              • Consumers’ and the government’s concerns for obesity-related issues spell negative outlook for much of the industry
                                                                                                                                                                • Figure 23: Reasons for watching/controlling diet, 2006 and 2009
                                                                                                                                                              • Obesity rates among children and teens cause concern
                                                                                                                                                                • Figure 24: Prevalence of obesity among children and adolescents, 2-19 years of age, 1976-2008
                                                                                                                                                              • Prevalence of obesity among adults by age
                                                                                                                                                                • Figure 25: Prevalence of obesity and overweight among adults aged 20 Years or older, by age, 1999-2008
                                                                                                                                                              • Diabetes strikes many older Americans
                                                                                                                                                                • Figure 26: 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 27: Households by presence of children, 1998-2008
                                                                                                                                                                  • Kids population growth offers better prospects for 2009-14 period
                                                                                                                                                                    • Figure 28: Population of kids aged <6 and 6-11, 2004-14
                                                                                                                                                                  • Teen population growth to remain flat; growth through frequency
                                                                                                                                                                    • Figure 29: Teen population by age, 2004-14
                                                                                                                                                                  • Black and Hispanic population projections offer growth potential for the market
                                                                                                                                                                    • Figure 30: Population by race and Hispanic origin, 2004-14
                                                                                                                                                                  • Recession has negatively influenced the NAB market
                                                                                                                                                                    • Figure 31: Impact of recession on beverage purchase behaviour, by presence of children, November 2009
                                                                                                                                                                • Companies and Brands

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Large CPG companies dominate the industry
                                                                                                                                                                      • Figure 32: FDMx sales of leading non-alcoholic beverage companies, 2009 and 2010
                                                                                                                                                                  • Brand Share—Carbonated Drinks

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Leaders struggle to find place in a health driven market
                                                                                                                                                                        • Private label successful with low cost low calorie soda
                                                                                                                                                                          • Manufacturer and brand sales of diet carbonated drinks
                                                                                                                                                                            • Figure 33: FDMx brand sales of diet carbonated drinks, 2009 and 2010
                                                                                                                                                                          • Manufacturer and brand sales of regular carbonated drinks and seltzer/tonic water/club soda
                                                                                                                                                                            • Figure 34: FDMx brand sales of regular carbonated drinks and seltzer/tonic water/club soda, 2009 and 2010
                                                                                                                                                                        • Brand Share—Milk, Soymilk, and Yogurt Drinks

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Uniquely positioned brands gain the highest dollar growth
                                                                                                                                                                              • Manufacturer and brand sales of milk, soymilk, and yogurt drinks
                                                                                                                                                                                • Figure 35: FDMx brand sales of milk, soymilk, and yogurt drinks, part 1, 2009 and 2010
                                                                                                                                                                                • Figure 36: FDMx brand sales of milk, soymilk, and yogurt drinks, part 2, 2009 and 2010
                                                                                                                                                                            • Brand Share—Fruit and Vegetable Juice and Drinks

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Diet Ocean Spray drives sales
                                                                                                                                                                                  • Value pricing makes Hawaiian Punch a winner
                                                                                                                                                                                    • Manufacturer and brand shares
                                                                                                                                                                                      • Figure 37: FDMx brand sales of fruit and vegetable juice and juice drinks, part 1, 2009 and 2010
                                                                                                                                                                                      • Figure 38: FDMx brand sales of fruit and vegetable juice and juice drinks, part 2, 2009 and 2010
                                                                                                                                                                                  • Brand Share—Bottled Water

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Brands with clear benefits and excitement win sales
                                                                                                                                                                                        • No clear message means no match for private label
                                                                                                                                                                                          • Manufacturer and brand sales of bottled water
                                                                                                                                                                                            • Figure 39: FDMx brand sales of bottled water, part 1, 2009 and 2010
                                                                                                                                                                                            • Figure 40: FDMx brand sales of bottled water, part 2, 2009 and 2010
                                                                                                                                                                                        • Brand Share—Coffee and RTD Coffee

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Market leader Folgers finds a new home
                                                                                                                                                                                              • Consumers seek upscale experience with Specialty Coffees
                                                                                                                                                                                                • Manufacturer and brand sales of coffee and RTD coffee
                                                                                                                                                                                                  • Figure 41: FDMx brand sales of coffee and RTD coffee, part 1, 2009 and 2010
                                                                                                                                                                                                  • Figure 42: FDMx brand sales of coffee and RTD coffee, part 2, 2009 and 2010
                                                                                                                                                                                              • Brand Share—Tea and RTD Tea

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Market leader struggled to compete on price
                                                                                                                                                                                                    • Ferolito, Vultaggio & Sons’ new age tea for common folk gets sales
                                                                                                                                                                                                      • Value priced brands winning share
                                                                                                                                                                                                        • Private labels attract price-sensitive consumers; thrive in a down economy
                                                                                                                                                                                                          • Manufacturer and brand sales of tea and RTD tea
                                                                                                                                                                                                            • Figure 43: FDMx brand sales of tea and RTD tea, 2009 and 2010
                                                                                                                                                                                                        • Brand Share—Sports Drinks

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • New products fail to bring new consumers
                                                                                                                                                                                                              • New brands need totally new approach
                                                                                                                                                                                                                • Manufacturer and brand sales of sports drinks
                                                                                                                                                                                                                  • Figure 44: FDMx brand sales of sports drinks, 2009 and 2010
                                                                                                                                                                                                              • Brand Share—Energy Drinks

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Expansion beyond hardcore males is the key to opening up market
                                                                                                                                                                                                                    • Manufacturer and brand sales of energy drinks
                                                                                                                                                                                                                      • Figure 45: FDMx brand sales of energy drinks* and energy shots, part 1 2009 and 2010
                                                                                                                                                                                                                      • Figure 46: FDMx brand sales of energy drinks* and energy shots, part 2, 2009 and 2010
                                                                                                                                                                                                                  • Brand Qualities

                                                                                                                                                                                                                    • Naked juice: Peace of mind commands a premium price
                                                                                                                                                                                                                      • Manzanita Sol: South of the border flavor that speaks to the heart
                                                                                                                                                                                                                        • Figure 47: New carbonated beverage launches in the U.S. and Mexico, by flavor, January 2005-February 2010
                                                                                                                                                                                                                    • Innovation and Innovators

                                                                                                                                                                                                                      • New product launch continues to remain under recessionary pressure
                                                                                                                                                                                                                        • Figure 48: Number of new product launches, by non-alcoholic beverage segment, 2005-10
                                                                                                                                                                                                                      • Carbonated soft drinks
                                                                                                                                                                                                                        • Figure 49: New product claims in carbonated soft drinks, 2005-09
                                                                                                                                                                                                                      • RTD coffee and tea
                                                                                                                                                                                                                        • Figure 50: New product claims in RTD coffee and tea, 2005-09
                                                                                                                                                                                                                      • Sports drinks and energy drinks/shots
                                                                                                                                                                                                                        • Figure 51: New product claims in sports drinks and energy drinks/shots, 2005-09
                                                                                                                                                                                                                      • Bottled water
                                                                                                                                                                                                                        • Figure 52: New product claims in bottled water, 2005-09
                                                                                                                                                                                                                      • Fruit juice and juice drinks
                                                                                                                                                                                                                        • Figure 53: New product claims in fruit juice and juice drinks, 2005-09
                                                                                                                                                                                                                    • Advertising and Promotion

                                                                                                                                                                                                                      • Overview
                                                                                                                                                                                                                        • Few words and strong images evoke feelings about the brand
                                                                                                                                                                                                                          • Dasani— Dancing Mom
                                                                                                                                                                                                                            • Figure 54: Dasani, TV ad, 2009
                                                                                                                                                                                                                          • Coca-Cola—History exam at 11:30am
                                                                                                                                                                                                                            • Figure 55: Coke, TV ad, 2010
                                                                                                                                                                                                                          • Intrigue entices viewers to seek further engagement online
                                                                                                                                                                                                                            • Pepsi
                                                                                                                                                                                                                              • Figure 56: Pepsi, TV ad, 2010
                                                                                                                                                                                                                            • Tropicana Juicy Rewards
                                                                                                                                                                                                                              • Figure 57: Tropicana Juicy Rewards, TV ad, 2010
                                                                                                                                                                                                                            • Nestlé Pure Life—endorsement from a lifestyle guru
                                                                                                                                                                                                                              • Figure 58: Nestlé Pure Life, TV ad, 2009
                                                                                                                                                                                                                            • Glacéau VitaminWater—create your own flavor
                                                                                                                                                                                                                              • Figure 59: VitaminWater, TV ad, 2009
                                                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                            • Altria Group, Inc.
                                                                                                                                                                                                                            • American Beverage Association, The
                                                                                                                                                                                                                            • Beverage Digest
                                                                                                                                                                                                                            • Cadbury Schweppes Americas Confectionery
                                                                                                                                                                                                                            • Caribou Coffee Company Inc.
                                                                                                                                                                                                                            • Centers for Disease Control and Prevention
                                                                                                                                                                                                                            • Coca-Cola Company (The)
                                                                                                                                                                                                                            • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                            • Corn Refiners Association, Inc.
                                                                                                                                                                                                                            • Costco Wholesale Corporation
                                                                                                                                                                                                                            • Dean Foods Company
                                                                                                                                                                                                                            • Dole Food Company Inc.
                                                                                                                                                                                                                            • Dr Pepper Snapple Group, Inc.
                                                                                                                                                                                                                            • DS Waters of America LP
                                                                                                                                                                                                                            • Dunkin' Brands
                                                                                                                                                                                                                            • Energy Brands Inc.
                                                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                                                            • Ferolito, Vultaggio & Sons
                                                                                                                                                                                                                            • Food and Drug Administration
                                                                                                                                                                                                                            • Fuze Beverage LLC
                                                                                                                                                                                                                            • Garelick Farms
                                                                                                                                                                                                                            • Gatorade
                                                                                                                                                                                                                            • Godiva Chocolatier
                                                                                                                                                                                                                            • Green Mountain Coffee Roasters, Inc.
                                                                                                                                                                                                                            • Groupe Danone
                                                                                                                                                                                                                            • Hansen Natural Corporation
                                                                                                                                                                                                                            • Horizon Organic
                                                                                                                                                                                                                            • HP Hood LLC
                                                                                                                                                                                                                            • International Bottled Water Association
                                                                                                                                                                                                                            • IZZE Beverage Co.
                                                                                                                                                                                                                            • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                            • Land O'Lakes Inc.
                                                                                                                                                                                                                            • McNeil Consumer Nutritionals UK Ltd
                                                                                                                                                                                                                            • Mott's LLP
                                                                                                                                                                                                                            • Naked Juice Company
                                                                                                                                                                                                                            • National Soft Drink Association
                                                                                                                                                                                                                            • Nestlé USA
                                                                                                                                                                                                                            • Newman's Own Inc.
                                                                                                                                                                                                                            • Ocean Spray Cranberries, Inc
                                                                                                                                                                                                                            • Odwalla Inc.
                                                                                                                                                                                                                            • Organic Valley Family of Farms
                                                                                                                                                                                                                            • Pepsi-Cola North America
                                                                                                                                                                                                                            • PepsiCo Inc
                                                                                                                                                                                                                            • Procter & Gamble USA
                                                                                                                                                                                                                            • R.C. Bigelow Inc.
                                                                                                                                                                                                                            • Rainforest Alliance
                                                                                                                                                                                                                            • Red Bull North America, Inc.
                                                                                                                                                                                                                            • Rockstar Inc.
                                                                                                                                                                                                                            • ShopKo stores
                                                                                                                                                                                                                            • Snapple Beverage Corporation
                                                                                                                                                                                                                            • Starbucks Corporation
                                                                                                                                                                                                                            • Stonyfield Farm
                                                                                                                                                                                                                            • Target Corporation
                                                                                                                                                                                                                            • The J. M. Smucker Company
                                                                                                                                                                                                                            • Trader Joe's Company Inc
                                                                                                                                                                                                                            • Tropicana Products Inc.
                                                                                                                                                                                                                            • Tully's Coffee Corporation
                                                                                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                            • U.S. Bureau of the Census
                                                                                                                                                                                                                            • U.S. Department of Agriculture
                                                                                                                                                                                                                            • Unilever USA
                                                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                                                            • Whole Foods Market Inc
                                                                                                                                                                                                                            • Wm. Bolthouse Farms Inc.
                                                                                                                                                                                                                            • Yahoo! Inc

                                                                                                                                                                                                                            Non-alcoholic Beverages: The Market - US - April 2010

                                                                                                                                                                                                                            £3,199.84 (Excl.Tax)