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Private Label Beverages - US - September 2011

Private label beverages have performed relatively well in recent years as Americans turned to the category in search of value. However, it is also apparent that the category faces stiff competition from branded beverages and the global beverage giants that spend hundreds of millions a year to promote their brands. In order to explore how private label beverages are performing relative to branded options and identify strategies that retailers can use to drive sales growth, Mintel has explored the following issues and growth opportunities in this report:

  • How have sales of private label beverages fluctuated in recent years and how are they likely to change in the future? How does use of private label products compare to use of branded products in various beverage categories?
  • Which categories of private label beverages tend to perform well and why?
  • Which categories do national brands tend to dominate and why?
  • How are macroeconomic influences and the health and wellness trend impacting sales of private label beverages in various categories?
  • How do consumers rate the quality of private label beverages relative to branded alternatives in each major beverage category?
  • To what extent are consumers able to determine which brands are private label and which are national brands?
  • Which consumer segments are most likely to purchase private label beverages?

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Table of contents

  1. Scope and Themes

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

                      • Private label growing slightly faster than overall beverage sales
                        • Supermarkets remain dominant sales channel
                          • Innovations often appeal to foodies and those interested in BFY
                            • Most can identify private label brands but BFY labels sometimes mistaken
                              • Private label milk, juice, and water often resonate with consumers
                                • Private label tea and soft drinks do not generally perform as well
                                • Insights and Opportunities

                                  • Private label makers can offer guarantee to drive trial and adoption
                                    • Consider blind taste tests
                                      • Work to create fan clubs with independent third parties
                                          • Figure 1: Traderjoe’sfan.com logo, August 2011
                                      • Inspire Insights

                                          • Inspire Trend: “Let’s Make a Deal”
                                          • Market Size and Forecast

                                            • Key points
                                              • Private label sales accelerate in 2011 and continue to grow faster than overall sales
                                                • Figure 2: FDMx sales of total beverages vs. private label beverages, 2006-11
                                                • Figure 3: FDMx sales and forecast of private label beverages, at current prices, 2006-16
                                                • Figure 4: FDMx sales and forecast of private label beverages, at inflation-adjusted prices, 2006-16
                                            • Market Drivers—Health and Wellness Trends

                                              • Obesity rates steady, but still a cause for concern
                                                • Figure 5: 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 6: Prevalence of obesity among children and adolescents aged 2-19, 1976-2008
                                              • Diabetes, the ugly expression of obesity, threatens beverage growth
                                                • Figure 7: 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 8: Trends in watching diet among adults aged 18+, 2005-10
                                                • Figure 9: 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 10: Households, by presence of children, 2000-10
                                                  • Kids’ population growth lower during 2011-16 compared to 2006-11
                                                    • Figure 11: Personal consumption of different types of beverage among kids, April 2009–June 2010
                                                    • Figure 12: Population of kids aged 6-11, 2006-16
                                                  • Teen population offers little growth for 2006-11, better outlook during 2011-16
                                                    • Figure 13: Personal consumption of different types of beverage among teens, April 2009–June 2010
                                                    • Figure 14: Teen population, by age, 2006-16
                                                  • Black and Hispanics are growth-driving population groups
                                                    • Figure 15: Population, by race and Hispanic origin, 2006-16
                                                    • Figure 16: U.S. population buying power, by race and Hispanic origin, 1990-2014
                                                  • High unemployment rate keeps consumer spending conservative
                                                    • Figure 17: Employment status of the civilian noninstitutional population aged 16+, 2000-11 (month to date)
                                                  • Continued unemployment woes signal mixed outlook for private labels
                                                    • Figure 18: Unemployment status (seasonally adjusted) among civilian noninstitutional population, by age, gender, and race/Hispanic origin, July 2010-July 2011
                                                • Competitive Context

                                                  • Branded beverages pose strong competition
                                                    • Aggressive pricing on some big brands undermines demand for private label
                                                    • Segment Performance

                                                      • Key points
                                                        • FDMx sales and forecast of private label beverages, by segment
                                                          • Figure 19: FDMx sales and forecast of private label beverages, at current prices, by segment, 2006-16
                                                          • Figure 20: FDMx sales of private label beverages, by segment, 2010 and 2011
                                                      • Segment Performance—Milk, Soy Milk, and Yogurt Drinks

                                                        • Key points
                                                          • Milk sales show accelerated growth in 2011
                                                            • Figure 21: FDMx sales of total milk, soy milk, and yogurt drinks vs. private label milk, soy milk, and yogurt drinks, 2006-11
                                                          • FDMx sales and forecast of milk, soy milk, and yogurt drinks
                                                            • Figure 22: FDMx sales and forecast of private label milk, soy milk, and yogurt drinks, 2006-16
                                                        • Segment Performance—Juice and Juice Drinks

                                                          • Key points
                                                            • Private label juice sales decline as market reaches saturation
                                                              • Figure 23: FDMx sales of total juice and juice drinks vs. private label juice and juice drinks, 2006-11
                                                            • FDMx sales and forecast of private label juice and juice drinks
                                                              • Figure 24: FDMx sales and forecast of private label juice and juice drinks, 2006-16
                                                          • Segment Performance—Bottled Water

                                                            • Key points
                                                              • Bottled water sales continue to climb
                                                                  • Figure 25: FDMx sales of total bottled water vs. private label bottled water, 2006-11
                                                                • FDMx sales and forecast of private label bottled water
                                                                  • Figure 26: FDMx sales and forecast of private label bottled water, 2006-16
                                                              • Segment Performance—Carbonated Drinks

                                                                • Key points
                                                                  • Sales of carbonated private label SKUs growing steadily
                                                                    • Figure 27: FDMx sales of total carbonated drinks vs. private label carbonated drinks, 2006-11
                                                                  • FDMx sales and forecast of private label carbonated drinks
                                                                    • Figure 28: FDMx sales and forecast of private label carbonated drinks, 2006-16
                                                                • Segment Performance—Coffee

                                                                  • Key points
                                                                    • Growth of private label coffee sales slows
                                                                      • Figure 29: FDMx sales of total coffee and vs. private label coffee, 2006-11
                                                                    • FDMx sales and forecast of private label coffee
                                                                      • Figure 30: FDMx sales and forecast of private label coffee, 2006-16
                                                                  • Segment Performance—Tea and RTD Tea

                                                                    • Key points
                                                                      • Private label tea sales slow after period of impressive growth
                                                                        • Figure 31: FDMx sales of total tea and RTD tea vs. private label tea and RTD tea, 2006-11
                                                                      • FDMx sales and forecast of private label tea and RTD tea
                                                                        • Figure 32: FDMx sales and forecast of private label tea and RTD tea, 2006-16
                                                                    • Segment Performance—Other

                                                                      • Key points
                                                                        • Very little penetration in “other” category, which includes sports drinks
                                                                          • Figure 33: FDMx sales of total other* beverages vs. other private label beverages, 2006-11
                                                                        • FDMx sales and forecast of other private label beverages
                                                                          • Figure 34: FDMx sales and forecast of other private label beverages, 2006-16
                                                                      • Retail Channels

                                                                        • Key points
                                                                          • Growth in “other” channels continues to outpace grocery
                                                                            • Figure 35: U.S. FDMx sales of private label beverages, by channel, 2006-11
                                                                            • Figure 36: Indexed growth of FDMx retail sales of private label beverages, by channel, 2006-11
                                                                            • Figure 37: Share of FDMx retail sales of private label beverages, by channel, 2006-11
                                                                        • Retail Channels—Supermarkets

                                                                          • Key points
                                                                            • Private label sales at supermarkets pick up after sharp 2009 drop
                                                                              • Figure 38: U.S. Supermarket sales of beverages, total vs. private label, 2006-11
                                                                              • Figure 39: U.S. sales of private label beverages at supermarkets, 2006-11
                                                                          • Retail Channels—Other Channels

                                                                            • Key points
                                                                              • FDMx sales of private label beverages expected to accelerate in 2011
                                                                                • Figure 40: Other FDMx channel sales of beverages, total vs. private label, 2006-11
                                                                                • Figure 41: Other FDMx channel sales of private label beverages, 2006-11
                                                                            • Companies and Brands

                                                                              • Overview
                                                                                • Safeway
                                                                                  • Kroger
                                                                                    • Wegmans
                                                                                      • Walmart
                                                                                        • Target
                                                                                          • Trader Joe’s
                                                                                          • Innovations and Innovators

                                                                                            • Overview
                                                                                              • Juice and juice drinks
                                                                                                • Soda
                                                                                                  • Coffee and RTD coffee
                                                                                                    • Tea
                                                                                                      • Bottled water
                                                                                                      • Marketing Strategies

                                                                                                        • Many private labels brands receive very little promotional support
                                                                                                          • Safeway
                                                                                                            • Facebook
                                                                                                              • Website
                                                                                                                • Figure 42: Quantcast.com estimates for Safeway.com, August 2011
                                                                                                              • Wegmans
                                                                                                                • Twitter
                                                                                                                  • Website
                                                                                                                    • Figure 43: Quantcast.com estimates for Wegmans.com, August 2011
                                                                                                                  • Kroger
                                                                                                                    • Facebook
                                                                                                                      • Website
                                                                                                                        • Figure 44: Quantcast.com estimates for Kroger.com, August 2011
                                                                                                                    • Incidence of Purchasing Store Brand Beverages

                                                                                                                      • Key points
                                                                                                                        • Private label popular across demographic segments
                                                                                                                          • Figure 45: Incidence of purchasing store brand and name brand beverages, by age, May 2011
                                                                                                                        • Private label somewhat more popular among lower-income segments
                                                                                                                          • Figure 46: Incidence of purchasing store brand and name brand beverages, by household income, May 2011
                                                                                                                          • Figure 47: Types of store brand beverage purchased, by household income, May 2011
                                                                                                                        • Milk is by far the most popular private label beverage
                                                                                                                          • Figure 48: Types of store brand and name brand beverage purchased, May 2011
                                                                                                                        • Women more likely to purchase private label milk
                                                                                                                          • Figure 49: Types of store brand beverage purchased, by gender, May 2011
                                                                                                                      • Perceptions of Quality Compared to National Brands

                                                                                                                        • Key points
                                                                                                                          • Young adults more likely to see no difference between store and name brand soda
                                                                                                                            • Figure 50: How store brand soda compares to national brands on quality, by age, May 2011
                                                                                                                          • Lower-income consumers more likely to see national and store brands as equal in quality
                                                                                                                            • Figure 51: How store brand soda compares to national brands on quality, by household income, May 2011
                                                                                                                          • Most find no difference between store brand and national brand milk
                                                                                                                            • Figure 52: How store brand milk and yogurt drinks compare to national brands on quality, by age, May 2011
                                                                                                                          • Those earning $150K+ most likely to see name brand coffee as better
                                                                                                                            • Figure 53: How store brand tea and coffee compare to national brands on quality, by household income, May 2011
                                                                                                                          • 18-24s most likely to see name brand bottled water as better
                                                                                                                            • Figure 54: How store brand bottled water compares to national brands on quality, by age, May 2011
                                                                                                                          • Consumers from households with incomes of $50K+ more likely to see name brand water as superior
                                                                                                                            • Figure 55: How store brand bottled water compares to national brands on quality, by household income, May 2011
                                                                                                                          • Those aged 65+ are least likely to say name brand juice drinks are better in quality
                                                                                                                            • Figure 56: How store brand juice and powdered drink mixes compare to national brands on quality, by age, May 2011
                                                                                                                          • 18-34s likely to be receptive to private label sports and energy drinks
                                                                                                                            • Figure 57: How store brand sports and energy drinks compare to national brands on quality, by age, May 2011
                                                                                                                        • Ability to Identify Private Labels

                                                                                                                          • Key points
                                                                                                                            • Supermarket store brands are generally well-identified
                                                                                                                              • Figure 58: Awareness of supermarket store brand status, May 2011
                                                                                                                            • Non-supermarket private labels, especially Walmart, often familiar to shoppers
                                                                                                                              • Figure 59: Awareness of non-supermarket store brand status, May 2011
                                                                                                                          • Supermarket Private Labels

                                                                                                                            • Key points
                                                                                                                              • Trader Joe’s a leader in private label beverage
                                                                                                                                • Figure 60: Supermarket store brands purchased, May 2011
                                                                                                                              • Certain private label brands heavily used by upper-income segments
                                                                                                                                • Figure 61: Supermarket store brands purchased, by household income, May 2011
                                                                                                                            • Mass, Club, Convenience, and Drug Store Private Labels

                                                                                                                              • Key points
                                                                                                                                • Walmart’s labels among most popular
                                                                                                                                  • Figure 62: Non-supermarket store brands purchased, May 2011
                                                                                                                                • Walmart store brand beverages popular with lower-income segments
                                                                                                                                  • Figure 63: Non-supermarket store brands purchased, by household income, May 2011
                                                                                                                              • Brand Choice in Different Nonalcoholic Beverage Segments

                                                                                                                                • Key points
                                                                                                                                  • Private label frozen OJ used by four in 10
                                                                                                                                    • Figure 64: Brands of frozen orange juice consumed, by household income, February 2010-March 2011
                                                                                                                                  • Private label somewhat less popular among RTD OJ users
                                                                                                                                    • Figure 65: Brands of bottled orange juice consumed, by household income, February 2010-March 2011
                                                                                                                                  • Less than half use tomato/vegetable juice
                                                                                                                                    • Figure 66: Household consumption of tomato/vegetable juice, by age, February 2010-March 2011
                                                                                                                                  • Tomato-based products most popular
                                                                                                                                    • Figure 67: Brands of tomato and vegetable juice consumed, by age, February 2010-March 2011
                                                                                                                                  • Brands of other fruit juice and juice drinks consumed, by age
                                                                                                                                    • Figure 68: Brands of other fruit juices and juice drinks consumed, by age, February 2010-March 2011
                                                                                                                                  • Store brand bottled water more popular with 35-54 year olds
                                                                                                                                    • Figure 69: Brands of noncarbonated bottled water consumed, by age, February 2010-March 2011
                                                                                                                                  • Higher-end brands popular with upper-income segments
                                                                                                                                    • Figure 70: Brands of sparkling water consumed, by household income, February 2010-March 2011
                                                                                                                                  • Store brand tea more popular with lower-income segments
                                                                                                                                    • Figure 71: Bagged tea brands consumed, by household income, February 2010-March 2011
                                                                                                                                  • Store brand iced tea mixes most popular with lower-income households
                                                                                                                                    • Figure 72: Iced tea mix brands consumed, by household income, February 2010-March 2011
                                                                                                                                  • Coca-Cola Classic most popular across age groups
                                                                                                                                    • Figure 73: Regular cola brands consumed, by age, February 2010-March 2011
                                                                                                                                  • Coca-Cola is dominant across income segments
                                                                                                                                    • Figure 74: Regular cola brands consumed, by household income, February 2010-March 2011
                                                                                                                                  • Sprite most popular non-cola soda, with 7 UP and Dr Pepper close behind
                                                                                                                                    • Figure 75: Other regular soda brands consumed by 10% or more of users, by age, February 2010-March 2011
                                                                                                                                  • Sprite most popular overall, especially with households earning $150K+
                                                                                                                                    • Figure 76: Other regular soda brands consumed by 10% or more of users, by household income, February 2010-March 2011
                                                                                                                                  • Coke and Pepsi are the dominant diet cola brands
                                                                                                                                    • Figure 77: Diet cola brands consumed, by age, February 2010-March 2011
                                                                                                                                  • Diet Coke most popular across incomes groups, followed by Pepsi
                                                                                                                                    • Figure 78: Diet cola brands consumed, by household income, February 2010-March 2011
                                                                                                                                  • Diet Dr Pepper also popular, especially with those aged 25-44
                                                                                                                                    • Figure 79: Other carbonated diet drinks brands consumed, by age, February 2010-March 2011
                                                                                                                                  • Diet Dr Pepper most popular across income segments
                                                                                                                                    • Figure 80: Other carbonated diet drinks brands consumed, by household income, February 2010-March 2011
                                                                                                                                • Attitudes toward Store Brands

                                                                                                                                  • Key points
                                                                                                                                    • Young adults show resistance to private label beverages
                                                                                                                                      • Figure 81: Factors influencing preference for name brand beverages, by age, May 2011
                                                                                                                                    • Older consumers more convinced of improved store brand quality
                                                                                                                                      • Figure 82: Factors influencing preference for store brand beverages, by age, May 2011
                                                                                                                                    • 18-44s more likely to be driven to private label by economy
                                                                                                                                      • Figure 83: How economic concerns impact store brand beverage purchase, by age, May 2011
                                                                                                                                    • Most parents willing to buy store brands for their kids
                                                                                                                                      • Figure 84: Parents, kids and store brand beverages, by gender, May 2011
                                                                                                                                  • Impact of Race and Hispanic Origin

                                                                                                                                    • Key points
                                                                                                                                      • Blacks and Asians less likely to purchase store brand beverages
                                                                                                                                        • Figure 85: Incidence of purchasing store brand and name brand beverages, by race/Hispanic origin, May 2011
                                                                                                                                      • Asians least likely to buy store brand milk
                                                                                                                                        • Figure 86: Types of store brand beverage purchased, by race/Hispanic origin, May 2011
                                                                                                                                      • Blacks are most likely to buy name brand noncarbonated bottled water
                                                                                                                                        • Figure 87: Types of name brand beverage purchased, by race/Hispanic origin, May 2011
                                                                                                                                      • Trader Joe’s very popular across races
                                                                                                                                        • Figure 88: Supermarket store brands purchased, by race/Hispanic origin, May 2011
                                                                                                                                      • Walmart’s Great Value most popular non-supermarket store brand
                                                                                                                                        • Figure 89: Non-supermarket store brands purchased, by race/Hispanic origin, May 2011
                                                                                                                                      • Blacks and Hispanics have favorable attitudes toward store brand soda
                                                                                                                                        • Figure 90: How store brand soda compares to national brands on quality, by race/Hispanic origin, May 2011
                                                                                                                                      • Most across races see no difference between store and name brand milk
                                                                                                                                        • Figure 91: How store brand milk and yogurt drinks compare to national brands on quality, by race/Hispanic origin, May 2011
                                                                                                                                      • Asians are most likely to say that name brand tea is of better quality
                                                                                                                                        • Figure 92: How store brand tea and coffee compare to national brands on quality, by race/Hispanic origin, May 2011
                                                                                                                                      • Asians are most likely to say that store brand water is of better quality
                                                                                                                                        • Figure 93: How store brand bottled water compares to national brands on quality, by race/Hispanic origin, May 2011
                                                                                                                                      • Many Hispanics see store and name brand sports drinks as equal
                                                                                                                                        • Figure 94: How store brand sports and energy drinks compare to national brands on quality, by race/Hispanic origin, May 2011
                                                                                                                                    • Custom Consumer Groups

                                                                                                                                      • Name brand soda most frequently seen as better quality
                                                                                                                                          • Figure 95: How store brands compare to national brands on quality, primary/shared shoppers only, May 2011
                                                                                                                                        • Juice and soda most popular with teens
                                                                                                                                            • Figure 96: Incidence of beverage use among teens, October 2009-December 2010
                                                                                                                                          • Teens tend to be heavy users of juice and soda
                                                                                                                                            • Figure 97: Volume of beverage consumed per week among teens, by segment, October 2009-December 2010
                                                                                                                                        • Cluster Analysis

                                                                                                                                            • No-Difference, Recommenders
                                                                                                                                              • Demographics
                                                                                                                                                • Characteristics
                                                                                                                                                  • Opportunity
                                                                                                                                                    • Name-Brand Loyalists
                                                                                                                                                      • Demographics
                                                                                                                                                        • Characteristics
                                                                                                                                                          • Opportunity
                                                                                                                                                            • Un-Opinionated drinkers
                                                                                                                                                              • Demographics
                                                                                                                                                                • Characteristics
                                                                                                                                                                  • Opportunity
                                                                                                                                                                    • Cluster characteristic tables
                                                                                                                                                                      • Figure 98: Private label beverage clusters, May 2011
                                                                                                                                                                      • Figure 99: Grocery shopping responsibility, by private label beverage clusters, May 2011
                                                                                                                                                                      • Figure 100: How store brand soda compares to national brands on quality, by private label beverage clusters, May 2011
                                                                                                                                                                      • Figure 101: How store brand milk and yogurt drinks compare to national brands on quality, by private label beverage clusters, May 2011
                                                                                                                                                                      • Figure 102: How store brand tea and coffee compare to national brands on quality, by private label beverage clusters, May 2011
                                                                                                                                                                      • Figure 103: How store brand bottled water compares to national brands on quality, by private label beverage clusters, May 2011
                                                                                                                                                                      • Figure 104: How store brand juice and powdered drink mixes compare to national brands on quality, by private label beverage clusters, May 2011
                                                                                                                                                                      • Figure 105: How store brand sports and energy drinks compare to national brands on quality, by private label beverage clusters, May 2011
                                                                                                                                                                      • Figure 106: Factors influencing preference for name brand beverages, by private label beverage clusters, May 2011
                                                                                                                                                                      • Figure 107: Factors influencing preference for store brand beverages, by private label beverage clusters, May 2011
                                                                                                                                                                    • Cluster demographic tables
                                                                                                                                                                      • Figure 108: Private label beverage clusters, by gender, May 2011
                                                                                                                                                                      • Figure 109: Private label beverage clusters, by age, May 2011
                                                                                                                                                                      • Figure 110: Private label beverage clusters, by household income, May 2011
                                                                                                                                                                      • Figure 111: Private label beverage clusters, by race, May 2011
                                                                                                                                                                      • Figure 112: Private label beverage clusters, by Hispanic origin, May 2011
                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                    • Appendix A—Additional Consumer Tables

                                                                                                                                                                        • The household shopper
                                                                                                                                                                          • Figure 113: Responsibility for household shopping, by gender, May 2011
                                                                                                                                                                        • Incidence of purchasing name brands and store brands
                                                                                                                                                                          • Figure 114: Incidence of purchasing store brand and name brand beverages, by gender, May 2011
                                                                                                                                                                        • Types of name brand beverage purchased
                                                                                                                                                                          • Figure 115: Types of name brand beverage purchased, by age, May 2011
                                                                                                                                                                          • Figure 116: Types of name brand beverage purchased, by household income, May 2011
                                                                                                                                                                        • How store brands compare to national brands
                                                                                                                                                                          • Figure 117: How store brand milk and yogurt drinks compare to national brands on quality, by household income, May 2011
                                                                                                                                                                          • Figure 118: How store brand tea and coffee compare to national brands on quality, by age, May 2011
                                                                                                                                                                          • Figure 119: How store brand juice and powdered drink mixes compare to national brands on quality, by household income, May 2011
                                                                                                                                                                          • Figure 120: How store brand sports and energy drinks compare to national brands on quality, by household income, May 2011
                                                                                                                                                                        • Supermarket, mass, club, convenience, and drug store private labels
                                                                                                                                                                          • Figure 121: Supermarket store brands purchased, by age, May 2011
                                                                                                                                                                          • Figure 122: Non-supermarket store brands purchased, by gender, May 2011
                                                                                                                                                                          • Figure 123: Non-supermarket store brands purchased, by age, May 2011
                                                                                                                                                                      • Appendix—NAB Usage Incidence and Volume Consumption

                                                                                                                                                                        • Milk
                                                                                                                                                                          • Low-fat most popular variety of milk
                                                                                                                                                                            • Figure 124: Household consumption of milk, by age, February 2010-March 2011
                                                                                                                                                                          • Affluents tend to prefer BFY varieties
                                                                                                                                                                            • Figure 125: Household consumption of milk, by household income, February 2010-March 2011
                                                                                                                                                                          • Fruit juice and juice drinks
                                                                                                                                                                            • 18-24s drink more OJ than older consumers
                                                                                                                                                                              • Figure 126: Household consumption of frozen orange juice, by age, February 2010-March 2011
                                                                                                                                                                            • Use of frozen OJ highest in <$50K segment
                                                                                                                                                                              • Figure 127: Household consumption of frozen orange juice, by household income, February 2010-March 2011
                                                                                                                                                                            • Household consumption of bottled orange juice, by household income
                                                                                                                                                                              • Figure 128: Household consumption of bottled orange juice, by household income, February 2010-March 2011
                                                                                                                                                                            • Nearly seven in 10 use “other” juices and juice drinks
                                                                                                                                                                              • Figure 129: Household consumption of other fruit juices and juice drinks, by age, February 2010-March 2011
                                                                                                                                                                            • Bottled Water
                                                                                                                                                                              • Older consumers somewhat less likely to buy noncarbonated bottled water
                                                                                                                                                                                • Figure 130: Personal consumption of noncarbonated bottled water, by age, February 2010-March 2011
                                                                                                                                                                              • Those from upper-income segments more likely to drink bottled water
                                                                                                                                                                                • Figure 131: Personal consumption of noncarbonated bottled water, by household income, February 2010-March 2011
                                                                                                                                                                              • Among sparkling water drinkers 65+ are heavy users of plain varieties
                                                                                                                                                                                • Figure 132: Personal consumption of sparkling water, by age, February 2010-March 2011
                                                                                                                                                                              • Tea and RTD Tea
                                                                                                                                                                                • Older adults more likely to use tea in their household
                                                                                                                                                                                  • Figure 133: Household consumption of bagged tea, by age, February 2010-March 2011
                                                                                                                                                                                • Decaffeinated and green tea are popular with higher-income consumers
                                                                                                                                                                                  • Figure 134: Household consumption of bagged tea, by household income, February 2010-March 2011
                                                                                                                                                                                • Young adults more likely to use instant iced tea mix
                                                                                                                                                                                  • Figure 135: Household consumption of iced tea mix, by age, February 2010-March 2011
                                                                                                                                                                                • Highest-income households most use presweetened sugar-free tea mix
                                                                                                                                                                                  • Figure 136: Household consumption of iced tea mix, by household income, February 2010-March 2011
                                                                                                                                                                                • RTD tea most popular among 18-24s
                                                                                                                                                                                  • Figure 137: Personal consumption of RTD iced tea, by age, February 2010-March 2011
                                                                                                                                                                                • Those from higher-income segments more interested in diet RTD tea
                                                                                                                                                                                  • Figure 138: Personal consumption of RTD iced tea, by household income, February 2010-March 2011
                                                                                                                                                                                • Regular soda
                                                                                                                                                                                  • 18-24 year olds most likely to drink regular cola
                                                                                                                                                                                    • Figure 139: Personal consumption of regular cola, by age, February 2010-March 2011
                                                                                                                                                                                  • Those with household incomes less than $50K heaviest regular cola users
                                                                                                                                                                                    • Figure 140: Personal consumption of regular cola, by household income, February 2010-March 2011
                                                                                                                                                                                  • 18-24 year olds most likely to drink non-cola sodas
                                                                                                                                                                                    • Figure 141: Personal consumption of other regular soda, by age, February 2010-March 2011
                                                                                                                                                                                  • Those earning less than $25K most likely to drink non-cola soda
                                                                                                                                                                                    • Figure 142: Personal consumption of other regular soda, by household income, February 2010-March 2011
                                                                                                                                                                                  • Diet soda
                                                                                                                                                                                    • Diet colas most popular among those aged 35 and older
                                                                                                                                                                                      • Figure 143: Personal consumption of diet cola, by age, February 2010-March 2011
                                                                                                                                                                                    • Those with household incomes more than $50K more likely to drink diet cola
                                                                                                                                                                                      • Figure 144: Personal consumption of diet cola, by household income, February 2010-March 2011
                                                                                                                                                                                  • Appendix—Trade Associations

                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                    • Albertsons Inc.
                                                                                                                                                                                    • Coca-Cola Company (The) (USA)
                                                                                                                                                                                    • Corn Refiners Association, Inc.
                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                    • Gatorade
                                                                                                                                                                                    • Ocean Spray Cranberries, Inc
                                                                                                                                                                                    • Pepsi-Cola North America
                                                                                                                                                                                    • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                    • Research In Motion (USA)
                                                                                                                                                                                    • Safeway Inc
                                                                                                                                                                                    • Snapple Beverage Corporation
                                                                                                                                                                                    • Starbucks Corporation
                                                                                                                                                                                    • The Kroger Co.
                                                                                                                                                                                    • Trader Joe's Company Inc
                                                                                                                                                                                    • Tropicana Products Inc.
                                                                                                                                                                                    • Tully's Coffee Corporation
                                                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                                                    • Walgreen Co
                                                                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                                                                    • Wegmans Food Markets, Inc
                                                                                                                                                                                    • Whole Foods Market Inc

                                                                                                                                                                                    Private Label Beverages - US - September 2011

                                                                                                                                                                                    £3,199.84 (Excl.Tax)