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

Description

Description

The carbonated soft drinks market continues to exhibit a downward trend in sales and consumption. Even though the market still commands the highest consumer penetration among all non-alcoholic beverages, the market’s long-term profitability appears to be threatened by a combination of factors including soda’s link with the ongoing obesity issues among Americans and consumers’ growing skepticism about the use of artificial sweeteners in diet soda. However, a number of factors emerge that could help in giving a much needed makeover to soda.

This report explores those factors and a variety of other topics including:

  • What proactive measures the government has in the pipeline to decrease high-calorie soda consumption among current users?
  • The need for the soda industry to give itself an image makeover by dissociating soda use with the growing prevalence of obesity in the US
  • Will Stevia, the much talked about all-natural, zero-calorie sweetener give the anticipated boost to the soda industry or will it fizzle out as one of the costly experiments undertaken to attract health-minded consumers?
  • How many consumers are leaving the soda category and why are they doing so?
  • A discussion on the consumption trends among core consumers, i.e. teens, young adults, Black Americans, and Hispanics
  • An illustration of strategies for brands that managed to buck the recessionary pressures and gained growth
  • An in-depth look at the performance of natural sugar-sweetened soda amid ongoing recession
  • The promotional and marketing strategies of the big three: Coca-Cola, PepsiCo, and Dr Pepper Snapple Group
  • Consumer attitude and opinion about various types of soda sweeteners
  • Trends in new product introductions in the US soda market

What's included

What's included

Table of contents

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

                      • Market exhibits small growth through price increases; consumer demand for soda on decline
                        • Amount and type of sweeteners in soda: Source of confusion and health concerns
                          • Diet soda shows bigger decline than regular soda during 2007-08
                            • Value-priced and innovative brands buck the recession
                              • Soda still remains the most consumed beverage; Hispanics, blacks, teens, and young adults key consumers
                              • Insights and Opportunities

                                • Soda needs an image makeover; focus on de-linking obesity and soda
                                  • Why do people drink soda? Why should they stop drinking soda?
                                    • Action needed to change soda image
                                      • Need for a functional platform to broaden the soda appeal
                                        • Will stevia be able to lure consumer back to soda?
                                          • Finding the middle ground: creating a sweetener mix with stevia
                                          • Inspire Insights

                                              • Facebook, MySpace, Twitter and more…
                                                • What’s it about
                                                  • What we have seen
                                                    • Implication for the soda industry
                                                      • Retro Pepsi
                                                        • What’s it about
                                                          • What we have seen
                                                            • Golden oldies are an ideal choice to connect with core consumers
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Consumer demand for soda declines; growth primarily from price increases
                                                                  • Hispanics and blacks offer growth opportunity; women are likely to move away from diet soda
                                                                    • Sales and forecast
                                                                      • Figure 1: Total U.S. sales and forecast of carbonated soft drinks, at current prices, 2003-13
                                                                      • Figure 2: Total U.S. sales and forecast of carbonated soft drinks at inflation-adjusted prices, 2003-13
                                                                    • Walmart sales
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • Recession and carbonated beverages: Mixed implications
                                                                          • Energy drinks and carbonated juices offer stiff competition
                                                                            • Price increase during the recession hurt sales
                                                                              • Figure 3: Trends in FDMx volume sales and price of regular and diet carbonated drinks, 2003-08
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Consumer trend towards reducing calories may thwart long-term gains in regular soda
                                                                                • Artificial sweeteners become unpopular due to unpleasant taste and health scare
                                                                                  • Seltzer/tonic water/club soda is to remain flat unless there is change in the marketing tone
                                                                                    • Sales and forecast, by segment
                                                                                      • Figure 4: FDMx sales and forecast of carbonated soft drinks at current prices, by segment, 2003-13
                                                                                      • Figure 5: FDMx sales of carbonated soft drinks, segmented by type, 2006 and 2008
                                                                                  • Segment Performance—Regular Carbonated Drinks

                                                                                    • Key points
                                                                                      • Regular soda demand tumbles amid health concerns and rising prices
                                                                                        • Figure 6: Trends in FDMx volume sales and price of regular carbonated drinks, 2003-08
                                                                                      • Teens, young adults, Hispanics and blacks: still attractive demographics in the segment
                                                                                        • Naturally-sweetened, all-natural soda is unlikely to provide the needed boost
                                                                                          • Sales and forecast—regular carbonated drinks
                                                                                            • Figure 7: FDMx sales and forecast of regular carbonated drinks, 2003-13
                                                                                        • Segment Performance—Diet Carbonated Drinks

                                                                                          • Key points
                                                                                            • Diet soda volume sales exhibit bigger decline than that of regular soda in 2008
                                                                                              • Figure 8: Trends in FDMx volume sales and price of diet carbonated drinks, 2003-08
                                                                                            • Taste of and health fears about artificial sweeteners remains the biggest hurdle to growth
                                                                                              • But, stevia is unlikely to be a major growth driver in the segment in the next five years
                                                                                                • Women move away from diet soda; low penetration among growth-driving consumers, i.e. Hispanics, Asians, and blacks
                                                                                                  • Sales and forecast—diet carbonated drinks
                                                                                                    • Figure 9: FDMx sales and forecast of diet carbonated drinks, 2003-13
                                                                                                • Segment Performance—Seltzer/Tonic Water/Club Soda

                                                                                                  • Key points
                                                                                                    • Segment is not able to capitalize on the ongoing health trend among consumers
                                                                                                      • Figure 10: Trends in FDMx volume sales and price of seltzer/tonic water/club soda, 2003-08
                                                                                                    • Need for innovation in flavor and strong marketing push
                                                                                                      • Sales and forecast—seltzer/tonic water/club soda
                                                                                                        • Figure 11: FDMx sales and forecast of seltzer/tonic water/club soda, 2003-13
                                                                                                    • Retail Channels—Overview

                                                                                                      • Key points
                                                                                                        • Supermarkets lose market share to mass channels; convenience stores prefer energy drinks
                                                                                                          • Figure 12: Total U.S. sales of carbonated soft drinks, by retail channel, 2006 and 2008
                                                                                                      • Retail Channels—Supermarkets

                                                                                                        • Growing clout of private labels
                                                                                                          • Supermarket remains the biggest destination for beverages
                                                                                                            • Supermarket sales
                                                                                                              • Figure 13: U.S. sales of carbonated soft drinks at supermarkets, 2003-08
                                                                                                          • Retail Channels—Convenience Stores

                                                                                                            • Energy drinks provide stiff competition to soda at the channel
                                                                                                              • Figure 14: New soda product introductions, energy drinks and carbonated soft drinks, by retail channel, January 2004-June 2009
                                                                                                            • Slow economy may increase soda demand at the channel
                                                                                                              • Convenience store sales
                                                                                                                • Figure 15: U.S. sales of carbonated soft drinks at convenience stores, 2003-08
                                                                                                            • Retail Channels—Mass

                                                                                                              • Discount pricing and one-stop-shopping shopping attract consumers
                                                                                                                • Mass merchandiser sales
                                                                                                                  • Figure 16: U.S. sales of carbonated soft drinks at mass* channel, 2003-08
                                                                                                              • Retail Channels—Other

                                                                                                                • Carbonated beverages face stiff competition from non-carbonates in vending
                                                                                                                  • Figure 17: U.S. sales of carbonated soft drinks at other* channels, 2003-08
                                                                                                              • Market Drivers

                                                                                                                • Key points
                                                                                                                  • Ongoing obesity trends continue to hurt soda consumption
                                                                                                                    • Figure 18: Percentage of population aged 20 and over who are overweight or obese or extremely obese, 1988-2006
                                                                                                                    • Figure 19: Attitude towards health, 2004 and 2008
                                                                                                                  • Consumers are waking up to negative influences of obesity
                                                                                                                    • Figure 20: Reasons for watching/controlling diet, 2004 and 2008
                                                                                                                  • Number of obese children and teens increases at an alarming rate in the U.S.
                                                                                                                    • Figure 21: Prevalence of obesity among children and adolescents, 2-19 years of age, 1976-2006
                                                                                                                  • Does soda really contribute to high calorie intake among Americans?
                                                                                                                    • Figure 22: Average sugar* intake on any given day by drinking certain non-alcoholic beverages, by age, 2006
                                                                                                                  • Artificial sweeteners garner skepticism
                                                                                                                    • High fructose corn syrup: Viewed as “unhealthy”
                                                                                                                      • Demographic influences
                                                                                                                        • Less-than-promising growth in teen population
                                                                                                                          • Figure 23: U.S. population of teens aged 12-17, 2004-14
                                                                                                                        • Young adults are moving to energy drinks, but remain the top soda consumers
                                                                                                                          • Figure 24: Population aged 18 or older, 2004-14
                                                                                                                        • Children 6-11: Tread with caution in targeting this demographic
                                                                                                                          • Hispanics and blacks continue to stimulate market growth
                                                                                                                            • Figure 25: Population, by race and Hispanic origin, 2004-14
                                                                                                                        • Leading Companies

                                                                                                                          • Key point
                                                                                                                            • The big three account for nearly 90% of total sales but lose market share during 2008-09
                                                                                                                              • Figure 26: FDMx sales of leading carbonated soft drinks companies, 2008 and 2009
                                                                                                                          • Brand Share—Regular Carbonated Drinks

                                                                                                                            • Key points
                                                                                                                              • Major regular soda brands become expensive; experience decline
                                                                                                                                • Lower pace of value-added innovation in 2008
                                                                                                                                  • Value-priced brands including private label buck consumer attrition during recession
                                                                                                                                    • Hispanic- and black-targeted brands see growth
                                                                                                                                      • Natural sugar-sweetened soda brands face tough time in recession
                                                                                                                                        • Manufacturer and brand sales
                                                                                                                                          • Figure 27: FDMx brand sales of regular carbonated drinks in the U.S., 2008 and 2009
                                                                                                                                      • Brand Share—Diet Carbonated Drinks

                                                                                                                                        • Key points
                                                                                                                                          • Most top brands show decline in demand, but increase prices
                                                                                                                                            • Coke Zero—the success story continues
                                                                                                                                              • Figure 28: Incidence of drinking Coke Zero, by men, Hispanics, blacks, and adults aged 25-34, October 2007-December 2008
                                                                                                                                            • Functional positioning boosts Diet Pepsi Max
                                                                                                                                              • Too many extensions are likely to create confusion about the marketing platform
                                                                                                                                                • Manufacturer and brand sales
                                                                                                                                                  • Figure 29: FDMx brand sales of diet carbonated drinks in the U.S., 2008 and 2009
                                                                                                                                              • Brand Share—Seltzer/Tonic Water/Club Soda

                                                                                                                                                • Key points
                                                                                                                                                  • Private label continues to have strong presence in the segment
                                                                                                                                                    • Flavor innovation needed to stimulate growth
                                                                                                                                                      • Manufacturer and brand sales
                                                                                                                                                        • Figure 30: FDMx brand sales of seltzer/tonic water/club soda n the U.S., 2008 and 2009
                                                                                                                                                    • Brand Qualities

                                                                                                                                                      • Broadening role of limited-edition line extensions
                                                                                                                                                        • Packaging makeovers: Enhanced brand value or attention-grabbing gimmick?
                                                                                                                                                        • Innovation and Innovators

                                                                                                                                                            • Figure 31: Number of new U.S. carbonated soft drink introductions, 2004-09
                                                                                                                                                          • PepsiCo leads the new product count during 2004-08
                                                                                                                                                            • Figure 32: Number of new U.S. carbonated soft drink introductions, by top companies, 2004-08
                                                                                                                                                          • Soda makers strive to create an “all-natural” image in 2008
                                                                                                                                                            • Figure 33: Number of new U.S. carbonated soft drink introductions, by product claims, 2005-08
                                                                                                                                                          • All-natural claims on the rise
                                                                                                                                                            • Trend towards natural (cane) sugar and natural low-calorie sweeteners
                                                                                                                                                              • No high-fructose corn syrup; cane sugar-sweetened soda
                                                                                                                                                                • Coca-Cola brings stevia to a mass-marketed brand
                                                                                                                                                                  • Environmentally friendly packaging gains ground in soda
                                                                                                                                                                    • Flavor trends in soda; cola flavor continues to top the list
                                                                                                                                                                      • Figure 34: Number of new U.S. carbonated soft drink introductions, by flavor, 2004-08
                                                                                                                                                                    • U.S. lags global soda makers in launching functional soda
                                                                                                                                                                      • Figure 35: Number of new global carbonated soft drink introductions with functional positioning, 2005-08
                                                                                                                                                                  • Advertising and Promotion

                                                                                                                                                                    • Overview
                                                                                                                                                                      • The big three—Coca-Cola, PepsiCo, and Dr Pepper Snapple Group—promise bigger push behind soda in 2009
                                                                                                                                                                        • Coca-Cola and PepsiCo launch new campaigns focused on optimism
                                                                                                                                                                          • Figure 36: Pepsi, Optimism, Television Ad, 2008
                                                                                                                                                                        • Coca-Cola uses gender-based marketing in promoting its diet soda brands
                                                                                                                                                                          • Figure 37: Coke Zero, James Bond Television Ad, 2008
                                                                                                                                                                          • Figure 38: Diet Coke, Heidi Klum on the runway, Television Ad, 2009
                                                                                                                                                                        • Diet Pepsi Max adopts a functional marketing platform
                                                                                                                                                                          • Figure 39: Diet Pepsi Max, What is Love, Television Ad, 2009
                                                                                                                                                                        • PepsiCo takes an unconventional marketing approach with Mountain Dew
                                                                                                                                                                          • Dr Pepper strives to connect through “Frasier”
                                                                                                                                                                            • Figure 40: Dr Pepper, Dr Frasier, Television Ad, 2008
                                                                                                                                                                          • Cherry 7 Up Antioxidant—marketing on a popular pro-health platform
                                                                                                                                                                            • Figure 41: Cherry 7 Up Antioxidant, Television Ad, 2008
                                                                                                                                                                        • Carbonated Drinks Usage, Type and Frequency

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Number of soda drinkers declines; consumers move away from both regular and diet soda
                                                                                                                                                                              • Figure 42: Trends in the incidence of personal consumption of carbonated drinks, 2004-08
                                                                                                                                                                            • Trends in consumption of soda by key demographic groups
                                                                                                                                                                              • Both men and women move away from regular soda
                                                                                                                                                                                • Figure 43: Trends in individual consumption of soda, by gender, 2004-08
                                                                                                                                                                              • Young adults aged 18-24 show the highest incidence of moving away from regular soda during 2006-08
                                                                                                                                                                                • Figure 44: Trends in individual consumption of soda, by age group 18-34, 2004-08
                                                                                                                                                                              • Adults aged 45-54 display a steep decline in diet soda consumption during 2006-08
                                                                                                                                                                                • Figure 45: Trends in individual consumption of soda, by age group 35-54, 2004-08
                                                                                                                                                                                • Figure 46: Trends in individual consumption of soda, by age group 55-65+, 2004-08
                                                                                                                                                                              • Trends in the frequency of drinking carbonated soft drinks
                                                                                                                                                                                • Figure 47: Trends in the mean frequency of drinking carbonated drinks, 2004-08
                                                                                                                                                                              • Men are heavy diet soda drinkers, compared to women
                                                                                                                                                                                • Consumption frequency declines with age
                                                                                                                                                                                  • Figure 48: Trends in mean frequency of drinking soda, by gender, age, household income, and households with children, October 2007-December 2008
                                                                                                                                                                              • The Teen Soda Consumer

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • The number of teen soda drinkers declines during 2004-08
                                                                                                                                                                                      • Figure 49: Trends in the incidence of teen personal consumption of carbonated drinks, 2004-08
                                                                                                                                                                                    • Regular cola consumption frequency declines among teens
                                                                                                                                                                                        • Figure 50: Trends in the mean frequency of drinking carbonated drinks among teens, 2004-08
                                                                                                                                                                                    • Incidence and Reasons for Drinking More or Less Soda Compared to a Year Ago

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Incidence of drinking more or less regular soda compared to a year ago
                                                                                                                                                                                          • Figure 51: Incidence of drinking more or less regular soda compared to a year ago, by age, March 2009
                                                                                                                                                                                        • Reasons for drinking more regular soda compared to a year ago
                                                                                                                                                                                            • Figure 52: Reasons for drinking more soda than a year ago, by gender, March 2009
                                                                                                                                                                                          • Reasons for drinking less regular soda compared to a year ago
                                                                                                                                                                                            • Weight management is the biggest reason to drink less regular soda
                                                                                                                                                                                              • Figure 53: Reasons for drinking less regular soda than a year ago, by gender, March 2009
                                                                                                                                                                                            • Incidence of drinking more or less diet soda compared to a year ago
                                                                                                                                                                                              • Figure 54: Incidence of drinking more or less diet soda compared to a year ago, by gender, March 2009
                                                                                                                                                                                            • Reasons for drinking less diet soda, compared to a year ago
                                                                                                                                                                                              • Artificial sweeteners are the biggest reason consumers are moving away from diet soda
                                                                                                                                                                                                • Figure 55: Reasons for drinking less diet soda than a year ago, by gender, March 2009
                                                                                                                                                                                            • Carbonated Soft Drinks: Attitudes and Motivations

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Gender impact on attitudes
                                                                                                                                                                                                  • Health
                                                                                                                                                                                                    • Figure 56: Health-related attitudes towards carbonated soft drinks, by gender, March 2009
                                                                                                                                                                                                  • Brands and flavor
                                                                                                                                                                                                    • Figure 57: Brand choice-related attitudes towards carbonated soft drinks, by gender, March 2009
                                                                                                                                                                                                  • Attitudes towards targeting women for diet soda and drinking less for the environment
                                                                                                                                                                                                    • Figure 58: Attitudes towards targeting carbonated soft drinks at women and drinking less soda for environmental reasons, by gender, March 2009
                                                                                                                                                                                                  • Men and diet soda
                                                                                                                                                                                                    • Figure 59: Men’s attitudes towards diet carbonated soft drinks, March 2009
                                                                                                                                                                                                  • Impact of age on attitudes
                                                                                                                                                                                                    • Health
                                                                                                                                                                                                      • Figure 60: Health-related attitudes towards carbonated soft drinks, by age, March 2009
                                                                                                                                                                                                    • Brands and flavors
                                                                                                                                                                                                      • Figure 61: Brand choice-related attitudes towards carbonated soft drinks, by age, March 2009
                                                                                                                                                                                                    • Attitude towards targeting women for diet soda and drinking less for the environment
                                                                                                                                                                                                      • Figure 62: Attitudes towards targeting carbonated soft drinks at women and drinking less soda for environmental reasons, by age, March 2009
                                                                                                                                                                                                    • Men and diet soda
                                                                                                                                                                                                      • Figure 63: Men’s attitudes towards diet carbonated soft drinks, by age, March 2009
                                                                                                                                                                                                  • Impact of Race/Hispanic Origin

                                                                                                                                                                                                    • Asians and blacks show significant drop in the consumption of regular soda
                                                                                                                                                                                                      • Figure 64: Trends in individual consumption of soda, by race/Hispanic origin, 2004-08
                                                                                                                                                                                                    • Blacks and Hispanics are heavy—regular and diet— soda drinkers
                                                                                                                                                                                                      • Figure 65: Trends in mean frequency of drinking soda, by race/Hispanic origin, October 2007-December 2008
                                                                                                                                                                                                    • Incidence and reasons for drinking more or less soda compared to a year ago
                                                                                                                                                                                                      • Blacks and Hispanics report drinking more regular soda compared to a year ago
                                                                                                                                                                                                        • Figure 66: Incidence of drinking more or less regular soda compared to a year ago, by race/Hispanic origin, March 2009
                                                                                                                                                                                                      • Reasons for drinking less regular soda compared to a year ago
                                                                                                                                                                                                        • Hispanics report using less regular soda because of obesity issues
                                                                                                                                                                                                          • Figure 67: Reasons for drinking less regular soda than a year ago, by race/Hispanic origin, March 2009
                                                                                                                                                                                                        • Incidence of drinking more or less diet soda compared to a year ago
                                                                                                                                                                                                          • Hispanics and blacks report drinking more diet soda compared to a year ago
                                                                                                                                                                                                            • Figure 68: Incidence of drinking more or less diet soda compared to a year ago, by race/Hispanic origin, March 2009
                                                                                                                                                                                                          • Carbonated soft drinks: Attitudes and motivations
                                                                                                                                                                                                            • Health
                                                                                                                                                                                                              • Figure 69: Attitudes and motivations towards carbonated soft drinks, by race/Hispanic origin, March 2009
                                                                                                                                                                                                            • Brands and flavors
                                                                                                                                                                                                              • Figure 70: Attitudes and motivations towards carbonated soft drinks, by race/Hispanic origin, March 2009
                                                                                                                                                                                                            • Attitudes towards targeting women for diet soda and drinking less for the environment
                                                                                                                                                                                                              • Figure 71: Attitudes and motivations towards carbonated soft drinks, by race/Hispanic origin, March 2009
                                                                                                                                                                                                            • Men and diet soda
                                                                                                                                                                                                              • Figure 72: Attitudes and motivations towards carbonated soft drinks, by race/Hispanic origin, March 2009
                                                                                                                                                                                                          • Attitudes Towards Soda Sweeteners

                                                                                                                                                                                                                • Figure 73: Attitudes towards sweeteners in soda, by gender, March 2009
                                                                                                                                                                                                            • Cluster Analysis

                                                                                                                                                                                                                • Dieters
                                                                                                                                                                                                                  • Who they are
                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                      • Realists
                                                                                                                                                                                                                        • Who they are
                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                            • Soda Poppers
                                                                                                                                                                                                                              • Who they are
                                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                                  • Cluster characteristics
                                                                                                                                                                                                                                    • Figure 74: Carbonated beverage clusters, March 2009
                                                                                                                                                                                                                                    • Figure 75: Incidence of using carbonated soft drinks by type, by carbonated beverage clusters, March 2009
                                                                                                                                                                                                                                    • Figure 76: Incidence of drinking more or less regular soda compared to a year ago, by carbonated beverage clusters, March 2009
                                                                                                                                                                                                                                    • Figure 77: Attitudes and motivations towards carbonated soft drinks, by carbonated beverage clusters, March 2009
                                                                                                                                                                                                                                    • Figure 78: Attitudes towards sweeteners in soda, by carbonated beverage clusters, March 2009
                                                                                                                                                                                                                                  • Cluster demographics
                                                                                                                                                                                                                                    • Figure 79: Carbonated soft drinks clusters, by gender, March 2009
                                                                                                                                                                                                                                    • Figure 80: Carbonated soft drinks clusters, by age, March 2009
                                                                                                                                                                                                                                    • Figure 81: Carbonated soft drinks clusters, by household income, March 2009
                                                                                                                                                                                                                                    • Figure 82: Carbonated soft drinks clusters, by race, March 2009
                                                                                                                                                                                                                                    • Figure 83: Carbonated soft drinks clusters, by Hispanic origin, March 2009
                                                                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                                                                  • Custom Consumer Groups

                                                                                                                                                                                                                                    • Women aged 35+, empty nesters are key diet soda consumers
                                                                                                                                                                                                                                        • Figure 84: Incidence of personal consumption of diet soda among women aged 35+ and various clusters, October 2007-December 2008
                                                                                                                                                                                                                                      • Flavor innovation is likely to motivate consumers to drink more soda
                                                                                                                                                                                                                                        • Figure 85: Incidence of drinking more regular soda, cross-tab by respondents who like to change soda flavors frequently, March 2009
                                                                                                                                                                                                                                    • IRI/Builders Panel Data: Key Household Purchase Measures

                                                                                                                                                                                                                                        • Overview of carbonated beverages
                                                                                                                                                                                                                                          • Regular soft drinks
                                                                                                                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                  • Figure 86: Brand map, selected brands of regular soft drinks, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                    • Figure 87: Key purchase measures for the top brands of regular soft drinks, by household penetration, 2008*
                                                                                                                                                                                                                                                  • Low calorie soft drinks
                                                                                                                                                                                                                                                    • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                        • Figure 88: Brand map, selected brands of low calorie soft drinks, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                          • Figure 89: Key purchase measures for the top brands of low calorie soft drinks, by household penetration, 2008*
                                                                                                                                                                                                                                                        • Seltzer/tonic/club soda
                                                                                                                                                                                                                                                          • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                                              • Figure 90: Brand map, selected brands of seltzer/tonic/club soda, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                                • Figure 91: Key purchase measures for the top brands of seltzer/tonic/club soda, by household penetration, 2008*
                                                                                                                                                                                                                                                            • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                • Personal consumption of soda by key demographic groups
                                                                                                                                                                                                                                                                  • Figure 92: Trends in individual consumption of soda, by gender, age, race/Hispanic origin, households with children, October 2007-December 2008
                                                                                                                                                                                                                                                                • Incidence of drinking more or less regular soda compared to a year ago
                                                                                                                                                                                                                                                                  • Figure 93: Incidence of drinking more or less regular soda compared to a year ago, by gender, March 2009
                                                                                                                                                                                                                                                                  • Figure 94: Incidence of drinking more or less regular soda compared to a year ago, by presence of children, March 2009
                                                                                                                                                                                                                                                                • Reasons for drinking more regular soda, compared to a year ago
                                                                                                                                                                                                                                                                  • Figure 95: Reasons for drinking more soda than a year ago, by presence of children, March 2009
                                                                                                                                                                                                                                                                • Reasons for drinking less regular soda, compared to a year ago
                                                                                                                                                                                                                                                                  • Figure 96: Reasons for drinking less regular soda than a year ago, by presence of children, March 2009
                                                                                                                                                                                                                                                                • Incidence of drinking more or less diet soda than a year ago
                                                                                                                                                                                                                                                                  • Figure 97: Incidence of drinking more or less diet soda compared to a year ago, by presence of children, March 2009
                                                                                                                                                                                                                                                                • Attitude towards soda sweeteners
                                                                                                                                                                                                                                                                  • Figure 98: Attitude towards sweeteners in soda, by age, March 2009
                                                                                                                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                                                                                                                About the report

                                                                                                                                                                                                                                                                This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                                                                                                                • The Consumer

                                                                                                                                                                                                                                                                  What They Want. Why They Want It.

                                                                                                                                                                                                                                                                • The Competitors

                                                                                                                                                                                                                                                                  Who’s Winning. How To Stay Ahead.

                                                                                                                                                                                                                                                                • The Market

                                                                                                                                                                                                                                                                  Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                                                                                                                                • The Innovations

                                                                                                                                                                                                                                                                  New Ideas. New Products. New Potential.

                                                                                                                                                                                                                                                                • The Opportunities

                                                                                                                                                                                                                                                                  Where The White Space Is. How To Make It Yours.

                                                                                                                                                                                                                                                                • The Trends

                                                                                                                                                                                                                                                                  What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                                                                                                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                                                                                                                                                                                                Trusted by companies. Big and small.

                                                                                                                                                                                                                                                                • bell
                                                                                                                                                                                                                                                                • boots
                                                                                                                                                                                                                                                                • google
                                                                                                                                                                                                                                                                • samsung
                                                                                                                                                                                                                                                                • allianz
                                                                                                                                                                                                                                                                • kelloggs
                                                                                                                                                                                                                                                                • walgreens
                                                                                                                                                                                                                                                                • redbull
                                                                                                                                                                                                                                                                • unilever
                                                                                                                                                                                                                                                                • Harvard
                                                                                                                                                                                                                                                                • pinterest
                                                                                                                                                                                                                                                                • new-york-time