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Description

Description

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

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

What's included

What's included

Table of contents

Table of contents

  1. Scope and Themes

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

                                                                                                                                                            • Key points
                                                                                                                                                              • The number of adults watching their diets appears to have reached its high, but is still substantial
                                                                                                                                                                • Figure 20: Attitude towards health, May 2004-June 2009
                                                                                                                                                              • Adults watching their diet seek low-fat, low-sugar food products
                                                                                                                                                                • Figure 21: Attributes diet-watchers look for in food, 2006/07 and 2008/09
                                                                                                                                                              • Adult obesity levels in the U.S. stabilize but still remain a cause of concern
                                                                                                                                                                • Figure 22: Percentage of population aged 20 and over who are overweight or obese or extremely obese, 1988-2008
                                                                                                                                                              • Consumers’ and the government’s concerns for obesity-related issues spell negative outlook for much of the industry
                                                                                                                                                                • Figure 23: Reasons for watching/controlling diet, 2006 and 2009
                                                                                                                                                              • Obesity rates among children and teens cause concern
                                                                                                                                                                • Figure 24: Prevalence of obesity among children and adolescents, 2-19 years of age, 1976-2008
                                                                                                                                                              • Prevalence of obesity among adults by age
                                                                                                                                                                • Figure 25: Prevalence of obesity and overweight among adults aged 20 Years or older, by age, 1999-2008
                                                                                                                                                              • Diabetes strikes many older Americans
                                                                                                                                                                • Figure 26: Estimated total prevalence of diabetes in people aged 20 years or older, by age group in the U.S., 2005
                                                                                                                                                              • High-fructose corn syrup and artificial sweeteners alienate consumers
                                                                                                                                                              • Market Drivers—Demographic and Economic Factors

                                                                                                                                                                • Key points
                                                                                                                                                                  • Households with children impact fruit juice/juice drinks and milk categories
                                                                                                                                                                    • Figure 27: Households by presence of children, 1998-2008
                                                                                                                                                                  • Kids population growth offers better prospects for 2009-14 period
                                                                                                                                                                    • Figure 28: Population of kids aged <6 and 6-11, 2004-14
                                                                                                                                                                  • Teen population growth to remain flat; growth through frequency
                                                                                                                                                                    • Figure 29: Teen population by age, 2004-14
                                                                                                                                                                  • Black and Hispanic population projections offer growth potential for the market
                                                                                                                                                                    • Figure 30: Population by race and Hispanic origin, 2004-14
                                                                                                                                                                  • Recession has negatively influenced the NAB market
                                                                                                                                                                    • Figure 31: Impact of recession on beverage purchase behaviour, by presence of children, November 2009
                                                                                                                                                                • Companies and Brands

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

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

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

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

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

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

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

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

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

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

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

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

                                                                                                                                                                                                                            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.

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