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Non-alcoholic Beverages: The Shopper - US - May 2011

This report builds on the analysis presented in Mintel’s Nonalcoholic Beverages: The Consumer—U.S., March 2010; May 2008; August 2006; and August 2004 as well as Mintel’s Nonalcoholic Beverages: The Market—U.S., April 2010; April 2009; April 2008; July 2006; and July 2004. The report also draws analysis from Mintel’s Nonalcoholic Beverages: A Retail Perspective—U.S., March 2009.

For the purposes of this report, the following nonalcoholic drinks have been included:

  • Carbonated soft drinks (CSD), including cola and non-cola, regular and diet
  • Bottled water
  • Coffee, including ground/whole bean, instant/freeze-dried, international flavored instant, ready-to-drink (RTD), and espresso/cappuccino
  • Tea, including RTD, refrigerated, bagged, loose, and instant
  • Thirst quenchers and sports/activity drinks such as Gatorade or PowerAde
  • Energy drinks such as Red Bull
  • Sparkling water, seltzer, and natural sodas such as Mistic, Orangina, and San Pellegrino
  • Milk, including low-fat/skim, whole, chocolate/other flavored, buttermilk, organic, and soy
  • Fruit juice and juice drinks
  • Instant hot cocoa mix
  • Powdered soft drinks such as Kool-Aid and Country Time, sweetened and unsweetened.

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Table of contents

  1. Scope and Themes

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

                    • Demand remains stable but many fixated on price
                      • Juice, milk, and soda are the top three most popular beverages in the U.S.
                        • Number of new juice and coffee launches up in 2010
                          • Target young adults with new products
                            • Energy drink launches plummet amid health concerns
                              • Kids and teens trending better-for-you beverages
                                • Most shop for beverages at supermarkets
                                  • Most know beverage they will purchase before entering store
                                    • Circulars, BOGO, and coupons remain most persuasive
                                    • Insights and Opportunities—A Consumer-centric View

                                      • Use innovative promotions to capture the attention of shoppers
                                        • Kroger “Make it a Movie Night”
                                          • Pepsi NHL ticket giveaway
                                            • Pepsi and Vons Foursquare promotion
                                              • Coke SCVNGR mall promotion
                                                • Blue Sky Wanderers
                                                • Inspire Insights

                                                    • Inspire Trend: “Collective Intelligence”
                                                    • Market Drivers—Health and Wellness Trends

                                                      • Obesity rates steady, but still a cause for concern
                                                        • Figure 1: Percentage of population aged 20+ who are overweight, obese, or extremely obese, 1988-2008
                                                      • Obesity affects more than a third of all children and teens aged 6-19
                                                        • Figure 2: Prevalence of obesity among children and adolescents aged 2-19, 1976-2008
                                                      • Diabetes—the ugly expression of obesity; threatens beverage growth
                                                        • Figure 3: prevalence of diagnosed and undiagnosed diabetes among adults aged 20+, 2005-08
                                                      • More than half of all adults watch their diets; a majority of those seek low-fat/low-sugar food
                                                        • Figure 4: Trends in watching diet among adults aged 18+, 2005-10
                                                        • Figure 5: Trends in watching diet among adults aged 18+, 2005-10
                                                      • Let’s Move program likely to influence choices within nonalcoholic beverages
                                                        • High-fructose corn syrup continues to bother consumers
                                                        • Market Drivers—Demographic and Economic Factors

                                                          • Households with children are key driver in the market
                                                            • Figure 6: Households by presence of children, 2000-10
                                                          • Kids’ population growth lower during 2011-16 compared to 2006-11
                                                            • Figure 7: Personal consumption of different types of beverage among kids, April 2009–June 2010
                                                            • Figure 8: Population of kids aged 6-11, 2006-16
                                                          • Teen population offers little growth for 2006-11, better outlook during 2011-16
                                                            • Figure 9: Personal consumption of different types of beverage among teens, April 2009–June 2010
                                                            • Figure 10: Teen population by age, 2006-16
                                                          • Black and Hispanics are growth-driving population groups
                                                            • Figure 11: Population, by race and Hispanic origin, 2006-16
                                                            • Figure 12: U.S. population buying power, by race and Hispanic origin, 1990-2014
                                                          • High unemployment rate keeps consumer spending conservative
                                                            • Figure 13: Employment status of the civilian noninstitutional population aged 16+, 2000-11 (month to date)
                                                          • Key nonalcoholic beverage consumers continue to struggle with unemployment woes
                                                            • Figure 14: Unemployment status (seasonally adjusted) among civilian noninstitutional population, by age, gender, and race/Hispanic origin, March 2010–March 2011
                                                          • Inflation threatens growth as consumers recover from the recession
                                                            • Figure 15: Consumer Price Index,* all items, January 2008–February 2011
                                                            • Figure 16: Percent change in CPI* in food and energy sectors, August 2010–February 2011
                                                        • Retail

                                                          • Key points
                                                            • Carbonated drink launches up in the club, convenience, department, and drug channels
                                                              • Figure 17: New carbonated drinks product introductions, by channel, 2006-10
                                                            • 2010 milk launches well below 2006 and 2008 levels
                                                              • Figure 18: New dairy and dairy-alternative beverage introduction, by channel, 2006-10
                                                            • Juice and juice drink launches on the rise as consumers seek better health
                                                              • Figure 19: New juice and juice drinks introduction, by channel, 2006-10
                                                            • Number of new tea and RTD products in department and supermarket channels up in 2010
                                                              • Figure 20: New tea and RTD tea product introduction, by channel, 2006-10
                                                            • Coffee and RTD coffee
                                                              • Figure 21: New coffee and RTD coffee product introduction, by channel, 2006-10
                                                            • Sports drink launches up at supermarket and specialty channels
                                                              • Figure 22: New sports drinks product introduction, by channel, 2006-10
                                                            • Energy drink launches decline amid health concerns and recession
                                                              • Figure 23: New energy drinks product introduction, by channel, 2006-10
                                                            • Bottled water launches also down in 2010
                                                              • Figure 24: New bottled water product introduction, by channel, 2006-10
                                                          • Retail—Supermarkets

                                                            • Supermarket sales recover after 2009 decline
                                                              • Figure 25: U.S. sales of nonalcoholic beverages at supermarkets, 2005-10
                                                            • Safeway
                                                              • Wegmans
                                                              • Retail—Drug and Other

                                                                • 2010 picks up as more private label products come online
                                                                    • Figure 26: U.S. sales of nonalcoholic beverages at drug and other channels, 2005-10
                                                                • Retail Channel Choice to Purchase Nonalcoholic Beverages

                                                                  • Key points
                                                                    • Supermarket and mass remain dominant channels
                                                                      • Women more likely to purchase in value-oriented channels
                                                                        • Figure 27: Retail channel choice to purchase nonalcoholic beverages, by gender, January 2011
                                                                      • Young adults more likely to shop across greater variety of channels
                                                                        • Figure 28: Retail channel choice to purchase nonalcoholic beverages, by age, January 2011
                                                                      • Affluents more likely to purchase at supermarkets and club stores
                                                                        • Figure 29: Retail channel choice to purchase nonalcoholic beverages, by household income, January 2011
                                                                    • The Shopper—Usage and Frequency of Use

                                                                      • Key points
                                                                        • Nonalcoholic beverage use remains steady
                                                                          • Figure 30: Summary of trends in personal consumption of soda, bottled water, sports drinks, and energy drinks, May 2005-September 2010
                                                                          • Figure 31: Summary of trends in household consumption of fruit juice/juice drinks, milk, powdered soft drinks, coffee, and tea, May 2005-September 2010
                                                                        • Soda consumption remains steady despite wellness aspirations
                                                                          • Figure 32: Trended personal incidence of drinking and volume consumption of soda, May 2005-September 2010
                                                                        • Soda remains very popular with young adults, kids, and lower-income households
                                                                          • Figure 33: Adult soda usage, by subcategory, by age, July 2009-September 2010
                                                                          • Figure 34: Adult soda usage, by subcategory, by household income, July 2009-September 2010
                                                                        • Bottled water
                                                                          • Figure 35: Personal incidence and frequency of drinking bottled water, May 2005-September 2010
                                                                        • Bottled water somewhat more popular with young adults
                                                                          • Figure 36: Personal incidence of drinking bottled water, by key demographic groups, July 2009-September 2010
                                                                        • Energy drinks and sports drinks
                                                                          • Figure 37: Personal incidence of usage and volume consumption of energy and sports drinks, May 2005-September 2010
                                                                          • Figure 38: Personal incidence of usage and volume consumption of energy and sports drinks, July 2009-September 2010
                                                                        • Use of instant coffee rising
                                                                          • Figure 39: Household incidence of usage and volume consumption of coffee, May 2005-September 2010
                                                                          • Figure 40: Personal incidence of drinking RTD coffee, by age, July 2009-September 2010
                                                                        • RTD iced tea use on the rise
                                                                          • Figure 41: Personal incidence of drinking RTD iced tea and household incidence of using tea bags and loose tea, May 2005-September 2010
                                                                          • Figure 42: Personal incidence of drinking RTD iced tea and household incidence of using tea bags and loose tea, by age, July 2009-September 2010
                                                                        • Fruit juice and juice drink use remains very stable
                                                                          • Figure 43: Household incidence and frequency* of fruit juice and juice drinks usage, May 2005-September 2010
                                                                          • Figure 44: Household consumption of orange juice, other fruit juice, and tomato/vegetable juices, July 2009-September 2010
                                                                        • Incidence of milk use remains steady but number of glasses per day rising during 2008-10
                                                                          • Figure 45: Household incidence of usage and volume consumption of milk, May 2005-September 2010
                                                                          • Figure 46: Household incidence of milk usage, by type, by presence of children, July 2009-September 2010
                                                                      • The Beverage Shopper

                                                                        • Key points
                                                                          • Women are more likely to buy beverages for household
                                                                            • Figure 47: Incidence of buying nonalcoholic beverages for self and household, by gender, January 2011
                                                                          • 25-64 year olds more likely to buy for household
                                                                            • Figure 48: Incidence of buying nonalcoholic beverages for self and household, by age, January 2011
                                                                        • Beverage Purchase Behavior with Respect to Grocery and Other Shopping

                                                                          • Key points
                                                                            • Women more likely than men to purchase beverages with groceries
                                                                              • Figure 49: Incidence of buying beverages while doing other shopping in the past month, by gender, January 2011
                                                                            • Young adults more likely to purchase beverages on impulse
                                                                              • Figure 50: Incidence of buying beverages while doing other shopping in the past month, by age, January 2011
                                                                            • 18-24s least likely to always know what drinks they will buy in advance
                                                                              • Figure 51: Beverage purchase intention prior to shopping trip, by age, January 2011
                                                                          • Purchase Driving Beverage Attributes

                                                                            • Key points
                                                                              • 18-24s most likely to buy least expensive in category
                                                                                • Figure 52: Importance of price and packaging in beverage purchase decision, by age, January 2011
                                                                              • Convenient placement, coupons, eye-catching displays, and recommendations all influence more than 10% of shoppers
                                                                                • Figure 53: Importance of in-store placement and in- and out-of-store advertising, January 2011
                                                                              • Young adults more likely to be influenced by social networks
                                                                                • Figure 54: Importance of in-store placement and in- and out-of-store advertising, by age, January 2011
                                                                              • Young adults more likely to purchase private label and new flavors
                                                                                • Figure 55: Importance of store and national brand and other beverage attributes, by age, January 2011
                                                                            • Influence of Marketing Strategies on Beverage Purchase Behavior

                                                                              • Key points
                                                                                • The influence of online promotions remains relatively low
                                                                                  • Figure 56: Influence of price promotions on nonalcoholic beverage purchase, January 2011
                                                                                • Older consumers more likely to be influenced by printed materials
                                                                                  • Figure 57: Influence of price promotions on nonalcoholic beverage purchase, by age, January 2011
                                                                                • Advertising generally more likely to influence young adults
                                                                                  • Figure 58: Influence of television, magazine, and online advertising on nonalcoholic beverage purchase, by age, January 2011
                                                                              • Influence of Economy on Beverage Purchase Behavior

                                                                                • Key points
                                                                                  • Only one in four report no changes as a result of economy
                                                                                    • Figure 59: Influence of economic factors on beverage purchase behavior, January 2011
                                                                                  • Women more likely to be influenced by economic factors
                                                                                    • Figure 60: Influence of economic factors on beverage purchase behavior, by gender, January 2011
                                                                                  • 18-24s more likely to have changed beverage buying behavior
                                                                                    • Figure 61: Influence of economic factors on beverage purchase behavior, by age, January 2011
                                                                                  • Middle-income shoppers more likely to search for bargains and use coupons
                                                                                    • Figure 62: Influence of economic factors on beverage purchase behavior, by household income, January 2011
                                                                                • Impact of Race/Hispanic Origin

                                                                                  • Key points
                                                                                    • Asians and whites more likely to drink diet cola, fewer Asians drink soda
                                                                                      • Figure 63: Adult soda usage, by subcategory, by race/Hispanic origin, July 2009-September 2010
                                                                                    • Whites less likely than minorities to drink bottled water
                                                                                      • Figure 64: Personal incidence of drinking bottled water, by race/Hispanic origin, July 2009-September 2010
                                                                                    • Minorities more likely to consume juice
                                                                                      • Figure 65: Household consumption of orange juice, other fruit juice, and tomato/vegetable juices, by race/Hispanic origin, July 2009-September 2010
                                                                                    • Low-fat milk less popular among blacks, Asians drink more lactose-free
                                                                                      • Figure 66: Household incidence milk usage, by type, by race/Hispanic origin, July 2009-September 2010
                                                                                    • Walmart and dollar stores especially popular with blacks
                                                                                      • Figure 67: Retail channel choice to purchase nonalcoholic beverages, by race/Hispanic origin, January 2011
                                                                                    • Value pricing an important driver for many across ethnic groups
                                                                                      • Figure 68: Importance of price and packaging in beverage purchase decision, by race/Hispanic origin, January 2011
                                                                                    • Blacks and Hispanics more likely to buy at children’s request
                                                                                      • Figure 69: Influence of children on adult nonalcoholic beverage purchase, by race/Hispanic origin, January 2011
                                                                                    • Blacks and Hispanics more swayed by promotions in store circulars
                                                                                      • Figure 70: Influence of price promotions on nonalcoholic beverage purchase, by race/Hispanic origin, January 2011
                                                                                    • Non-whites more likely to purchase because of TV advertisements
                                                                                      • Figure 71: Influence of television, magazine, and online advertising on nonalcoholic beverage purchase, by race/Hispanic origin, January 2011
                                                                                  • The Teen Shopper

                                                                                    • Key points
                                                                                      • Teens drinking less soda and some other nonalcoholic beverages
                                                                                        • Figure 72: personal consumption of different types of beverage among teens, May 2005-June 2010
                                                                                        • Figure 73: Trends in the frequency of drinking diet soda, regular soda, thirst quenchers, and energy drinks among teens, May 2005-June 2010
                                                                                      • Hispanic teens among heaviest beverage users
                                                                                        • Figure 74: personal consumption of different types of beverage among teens, by race/Hispanic origin, April 2009-June 2010
                                                                                      • Teen bottled water users drinking more than they did in 2005-06
                                                                                        • Figure 75: personal consumption of different types of beverage among teens, May 2005- June 2010
                                                                                      • Male teens are heaviest consumers of cola
                                                                                        • Figure 76: frequency of drinking diet soda, regular soda, thirst quenchers, and energy drinks among teens, by gender and age, April 2009-June 2010
                                                                                      • Among teen bottled water drinkers, female teens drink more
                                                                                        • Figure 77: personal volume consumption of noncarbonated/sparkling/seltzer/natural soda and orange/other juice and drinks among teens, by gender and age, April 2009-June 2010
                                                                                    • The Kid Shopper

                                                                                      • Key points
                                                                                        • Soda and thirst quencher consumption down among kids
                                                                                          • Figure 78: personal consumption of different types of beverage among kids, May 2005-June 2010
                                                                                        • Older kids more likely to drink sodas and thirst quenchers
                                                                                          • Figure 79: personal consumption of different types of beverage among kids, by gender and age, April 2009 -June 2010
                                                                                        • Trends in the volume consumption of nonalcoholic beverages among kids
                                                                                          • Figure 80: Trends in volume consumption of different types of nonalcoholic beverage among kids, May 2005-June 2010
                                                                                        • Older kids drink higher volume of cola and other soft drinks, less juice
                                                                                          • Figure 81: volume consumption of different types of nonalcoholic beverage among kids, by gender and age, April 2009-June 2010
                                                                                        • Older kids and female consumers use more single-serve food and beverages
                                                                                          • Figure 82: Incidence of using single-serve food and beverages among kids aged 6-11, by gender and age, April-2009-June 2010
                                                                                        • Beverages less available in school vending machines
                                                                                          • Figure 83: Choice of food and beverages in school vending machine, by gender and age, May 2005-June 2010
                                                                                      • Cluster Analysis

                                                                                          • High-value Shoppers
                                                                                            • Characteristics
                                                                                              • Demographics
                                                                                                • Opportunity
                                                                                                  • Moderates
                                                                                                    • Characteristics
                                                                                                      • Demographics
                                                                                                        • Opportunity
                                                                                                          • Affluent Smart Shoppers
                                                                                                            • Characteristics
                                                                                                              • Demographics
                                                                                                                • Characteristic tables
                                                                                                                  • Figure 84: nonalcoholic beverage consumer clusters, January 2011
                                                                                                                  • Figure 85: Incidence of buying nonalcoholic beverages for self and household, by nonalcoholic beverages consumer clusters, January 2011
                                                                                                                  • Figure 86: Retail channel choice to purchase nonalcoholic beverages, by Nonalcoholic beverages consumer clusters, January 2011
                                                                                                                  • Figure 87: Incidence of buying beverages while doing other shopping in the past month, by nonalcoholic beverages consumer clusters, January 2011
                                                                                                                  • Figure 88: Beverage purchase behavior exhibited most often by beverage buyers, by nonalcoholic beverages consumer clusters, April 2011
                                                                                                                  • Figure 89: Beverage purchase intention prior to shopping trip, by nonalcoholic beverages consumer clusters, April 2011
                                                                                                                  • Figure 90: Importance of price and packaging in beverage purchase decision, by nonalcoholic beverages consumer clusters, April 2011
                                                                                                                  • Figure 91: Importance of in-store placement and in- and out-of-store advertising, by nonalcoholic beverages consumer clusters, April 2011
                                                                                                                  • Figure 92: Importance of store and national brand and other beverage attributes, by nonalcoholic beverages consumer clusters, April 2011
                                                                                                                  • Figure 93: Influence of price promotions on nonalcoholic beverage purchase, by nonalcoholic beverages consumer clusters, April 2011
                                                                                                                  • Figure 94: Influence of television, magazine, and online advertising on nonalcoholic beverage purchase, by nonalcoholic beverages consumer clusters, April 2011
                                                                                                                  • Figure 95: Influence of economic factors on beverage purchase behavior, by nonalcoholic beverages consumer clusters, April 2011
                                                                                                                • Demographic tables
                                                                                                                  • Figure 96: Nonalcoholic beverages consumer clusters, by gender, April 2011
                                                                                                                  • Figure 97: Nonalcoholic beverages consumer clusters, by age, April 2011
                                                                                                                  • Figure 98: Nonalcoholic beverages consumer clusters, by household income, April 2011
                                                                                                                  • Figure 99: Nonalcoholic beverages consumer clusters, by race, April 2011
                                                                                                                • Cluster methodology
                                                                                                                • Custom Consumer Groups

                                                                                                                  • Mom remains an important beverage shopper
                                                                                                                      • Figure 101: personal consumption of different types of beverage, by moms and nonparents, April 2008-June 2009
                                                                                                                    • Moms are most likely to buy beverages for households
                                                                                                                      • Figure 102: Incidence of buying nonalcoholic beverages for self and household, by gender and children, January 2011
                                                                                                                    • Parents are more likely to buy at Walmart, mass merchandisers, and convenience
                                                                                                                        • Figure 103: Retail channel choice to purchase nonalcoholic beverages, by gender and children, January 2011
                                                                                                                      • Parents are most likely to combine drink purchases with other shopping
                                                                                                                        • Figure 104: Incidence of buying beverages while doing other shopping in the past month, by gender and children, January 2011
                                                                                                                      • Buy-one get-one promotions and in-store coupons popular with parents
                                                                                                                        • Figure 105: Influence of price promotions on nonalcoholic beverage purchase, by gender and children, January 2011
                                                                                                                      • Parents tend to be more receptive to ads and other marketing efforts
                                                                                                                          • Figure 106: Incidence of buying beverages while doing other shopping in the past month, by gender and age, January 2011
                                                                                                                        • Parents’ beverage buying affected by economic factors
                                                                                                                            • Figure 107: Influence of economic factors on beverage purchase behavior, by gender and children, January 2011
                                                                                                                          • Men aged 18-34 more likely than others to respond to ads and promotions
                                                                                                                              • Figure 108: Incidence of buying beverages while doing other shopping in the past month, by gender and age, January 2011
                                                                                                                              • Figure 109: Influence of economic factors on beverage purchase behavior, by age and gender, January 2011
                                                                                                                          • Appendix—Additional Consumer Tables

                                                                                                                              • Figure 110: Retail channel choice to purchase nonalcoholic beverages, by household income, January 2011
                                                                                                                              • Figure 111: Incidence of buying beverages while doing other shopping in the past month, by household income, January 2011
                                                                                                                              • Figure 112: Beverage purchase intention prior to shopping trip, by gender, January 2011
                                                                                                                              • Figure 113: Beverage purchase intention prior to shopping trip, by household income, January 2011
                                                                                                                              • Figure 114: Importance of price and packaging in beverage purchase decision, by gender, January 2011
                                                                                                                              • Figure 115: Importance of in-store placement and in- and out-of-store advertising, by gender, January 2011
                                                                                                                              • Figure 116: Incidence of buying nonalcoholic beverages for self and household, by household income, January 2011
                                                                                                                              • Figure 117: Influence of children on adult nonalcoholic beverage purchase, by gender, January 2011
                                                                                                                              • Figure 118: Importance of store and national brand and other beverage attributes, by gender, January 2011
                                                                                                                              • Figure 119: Influence of price promotions on nonalcoholic beverage purchase, by gender, January 2011
                                                                                                                              • Figure 120: Influence of price promotions on nonalcoholic beverage purchase, by household income, January 2011
                                                                                                                              • Figure 121: Influence of television, magazine, and online advertising on nonalcoholic beverage purchase, by gender, January 2011
                                                                                                                              • Figure 122: Influence of television, magazine, and online advertising on nonalcoholic beverage purchase, by household income, January 2011
                                                                                                                              • Figure 123: Retail channel choice to purchase nonalcoholic beverages, by gender and children, January 2011
                                                                                                                              • Figure 124: Incidence of buying beverages while doing other shopping in the past month, by gender and children, January 2011
                                                                                                                              • Figure 125: Incidence of buying beverages while doing other shopping in the past month, by gender and age, January 2011
                                                                                                                              • Figure 126: Retail channel choice to purchase nonalcoholic beverages, by gender and age, January 2011
                                                                                                                              • Figure 127: Incidence of buying beverages while doing other shopping in the past month, by gender and age, January 2011
                                                                                                                              • Figure 128: Incidence of buying beverages while doing other shopping in the past month, by gender and age, January 2011
                                                                                                                              • Figure 129: Influence of economic factors on beverage purchase behavior, by gender and children, January 2011
                                                                                                                            • Sports drinks consumption by brand
                                                                                                                              • Figure 130: Personal sports drinks consumption by brands, by gender, July 2009-September 2010
                                                                                                                              • Figure 131: Personal sports drinks consumption by brands, by age, July 2009-September 2010
                                                                                                                              • Figure 132: Personal sports drinks consumption by brands, by race/Hispanic origin, July 2009-September 2010
                                                                                                                          • Appendix—Trade Associations

                                                                                                                            Companies Covered

                                                                                                                            • American Beverage Association, The
                                                                                                                            • Beverage Digest
                                                                                                                            • Brita (USA)
                                                                                                                            • Centers for Disease Control and Prevention
                                                                                                                            • Coca-Cola Company (The) (USA)
                                                                                                                            • Corn Refiners Association, Inc.
                                                                                                                            • Costco Wholesale Corporation
                                                                                                                            • CVS Caremark Corporation
                                                                                                                            • Dr Pepper Snapple Group, Inc.
                                                                                                                            • DS Waters of America LP
                                                                                                                            • Facebook, Inc.
                                                                                                                            • Food and Drug Administration
                                                                                                                            • Gatorade
                                                                                                                            • General Mills Inc
                                                                                                                            • International Bottled Water Association
                                                                                                                            • Kellogg Company
                                                                                                                            • Kmart Corporation
                                                                                                                            • Kraft Foods Inc. (U.S.A.)
                                                                                                                            • Macy's, Inc.
                                                                                                                            • Mars Incorporated
                                                                                                                            • McDonald's U.S.A.
                                                                                                                            • McNeil Consumer Nutritionals UK Ltd
                                                                                                                            • National Cancer Institute (NCI)
                                                                                                                            • National Soft Drink Association
                                                                                                                            • Nestlé USA
                                                                                                                            • Pepsi-Cola North America
                                                                                                                            • Pizza Hut Inc
                                                                                                                            • Red Bull North America, Inc.
                                                                                                                            • Redbox Automated Retail, LLC
                                                                                                                            • Rockstar Inc.
                                                                                                                            • Safeway Inc
                                                                                                                            • Target Corporation
                                                                                                                            • The Grocery Trader
                                                                                                                            • The Kroger Co.
                                                                                                                            • The New York Times Company
                                                                                                                            • Trader Joe's Company Inc
                                                                                                                            • Tropicana Products Inc.
                                                                                                                            • Twitter, Inc.
                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                            • U.S. Bureau of the Census
                                                                                                                            • U.S. Department of Agriculture
                                                                                                                            • University of Michigan, The
                                                                                                                            • Walgreen Co
                                                                                                                            • Walmart Stores (USA)
                                                                                                                            • Wegmans Food Markets, Inc
                                                                                                                            • Whole Foods Market Inc
                                                                                                                            • YouTube, Inc.

                                                                                                                            Non-alcoholic Beverages: The Shopper - US - May 2011

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