Table of Contents
Executive Summary
-
- The issues
- Black household spend on beverages will reach $10.9 billion in 2017
-
- Figure 1: Black household spending on non-alcoholic beverages* at current prices, 2012-17
- Black consumers are substituting artificial ingredients for natural and organic beverages
-
- Figure 2: Black consumers’ non-alcoholic beverage purchase change, October 2017
- Healthier beverage consumption is a concern for all Black consumers
-
- Figure 3: Non-alcoholic beverage purchase influencers, barriers, and perceptions – Health, October 2017
- The opportunities
- Showcase healthier beverages options on Black consumers’ terms
-
- Figure 4: Non-alcoholic beverage purchase influencers, barriers, and perceptions – Attributes and familiarity, October 2017
- Create awareness of new and innovative beverages, where they already shop
-
- Figure 5: Non-alcoholic beverage purchase influencers and perceptions – Shopping, October 2017
- What it means
The Market – What You Need to Know
-
- Black households to spend $10.9 billion on non-alcoholic beverages
- Bottled water sales growth outpaces other categories
- Carbonated soft drink sales are falling among Black consumers
The Black Population by the Numbers
-
- Black population totals 43.3 million people
-
- Figure 6: Total US and Black population estimates, 2012-22
- One quarter of the Black population are children
-
- Figure 7: Black population by age, 2017
- Black median household income lower than the average, but middle class percentages are on par
-
- Figure 8: US median household income distribution, by race and Hispanic origin, 2016
- Black population is concentrated in the South
-
- Figure 9: Distribution of the Black population, by census region, 2015
Market Size
-
- Black household estimated spend on non-alcoholic beverages increased 11.4% between 2012-17
-
- Figure 10: Expenditures on non-alcoholic beverages, by Black and total, at current prices, 2012-17
Market Breakdown
-
- Carbonated soft drinks and bottled water lead non-alcoholic drink sales
-
- Figure 11: Expenditures on non-alcoholic beverages, by Black and total, by segment, at current prices, 2012-17
- Black consumer consumption of “healthier” drink options expected to increase
-
- Figure 12: Black consumer expenditures on non-alcoholic beverages, by segment, at current prices, 2015 and 2017
Market Factors
-
- Black adults drink almost twice as much fruit juice in comparison to the average
-
- Figure 13: Prevalence of consumption of regular soda and fruit drinks ≥1 times/day among adults by race/Hispanic origin, 2012
- Black adults drink the greatest number, highest percentage of calories from sweetened beverages
-
- Figure 14: Average calories from sugar-sweetened beverages among adults, by gender and by race/Hispanic origin, 2011-14
- Figure 15: Average percentage of daily caloric intake from sugar-sweetened beverages, by gender and by race/Hispanic origin, 2011-14
- Black teens more likely to drink sweetened beverages in comparison to White and Hispanic teens
-
- Figure 16: Percentage of high school students beverage consumption, by race/Hispanic origin, 2010
- Soda consumption declines, juice emerges as drink of choice for Black teens
-
- Figure 17: Percentage of high school students’ daily soda, milk, and juice consumption, by race/Hispanic origin, 2007-15
Key Players – What You Need to Know
-
- Black adults, teens drink more regular soft drinks than the general market, but reject diet soda
- Black consumers drink 100% fruit juice for its naturally-sweetened taste
- Iced tea, aka “sweet tea,” is a Southern staple in Black households across the country
- Local government-imposed taxes on sweetened beverages impact sales
- Contaminated municipal water sources in predominately Black communities causes concern nationwide
What’s Happening with Carbonated Beverages
-
- Carbonated beverages are a household favorite among Black adults and teens
-
- Figure 18: Carbonated beverage consumption among Black adults and teens, and total adults and teens, April 2016-May 2017
- Regular carbonated beverages are preferred over diet
-
- Figure 19: Carbonated beverage consumption, by type, among Black adults and teens, indexed to all, April 2016-May 2017
- Coca-Cola edges out Pepsi as the preferred cola among Black consumers
-
- Figure 20: Carbonated cola consumption by brand among Black adults and teens, indexed to total, April 2016-May 2017
- Black consumers drive flavored carbonated soda consumption
-
- Figure 21: Top ten other carbonated soda drink consumption, by brand among Black adults and teens, indexed to total, April 2016-May 2017
-
- Figure 22: Sprite 2016 Lyrical Collection, September 2016
What’s Happening with Bottled Water
-
- Most Black consumers drink regular flat water, but over index on drinking flavored options
-
- Figure 23: Bottled water consumption, by type, Black adults, indexed to total, April 2016-May 2017
- Almost half of Black consumers prefer Pepsi’s Aquafina water
-
- Figure 24: Leading non-carbonated water brands, Black adults, indexed to all, April 2016-May 2017
- Seagram’s and Canada Dry brands most likely favored for mixing with alcoholic beverages
-
- Figure 25: Leading sparkling/seltzers/natural soda brands among Black adults, indexed to the total, April 2016-May 2017
What’s Happening with Juice
-
- Black consumers are more likely to drink sweet fruit juices, juice drinks
-
- Figure 26: Juice and juice drink consumption among Black adults, indexed to total, April 2016-May 2017
- Black consumers prefer name brand orange juice over store brands
-
- Figure 27: Leading orange juice brands among Black adults, indexed to total, April 2016-May 2017
- Black consumers gravitate toward “healthy” and natural juice flavors
-
- Figure 28: Top ten fruit juices/drink flavors among Black adults, indexed to total, April 2016-May 2017
- Grape and “red” flavors top Black consumers’ juice drink list
-
- Figure 29: Top 15 juice drink brands among Black adults, indexed to total, April 2016-May 2017
What’s Happening with Tea
-
- Brewed tea consumption on par with general market, but iced tea is a cultural favorite
-
- Figure 30: Tea consumption by type among Black adults, indexed to total, April 2016-May 2017
- Most Black consumers drink regular Lipton and supplement with flavored tea
-
- Figure 31: Regular tea brand consumption among Black adults, indexed to total, April 2016-May 2017
- Lipton brand recognition and consumption extends to iced tea
-
- Figure 32: Iced tea brand consumption among Black adults, indexed to total, April 2016-May 2017
What’s Happening with Coffee
-
- Black consumers drink coffee, but at lower levels vs the general market
-
- Figure 33: Coffee consumption at home and on the go among Black adults, indexed to total, April 2017-May 2016
- Convenient, easy to prepare and flavored coffee is preferred
-
- Figure 34: Types, forms and kinds of ground coffee consumption among Black adults, indexed to total, April 2016-May 2017
- Black consumers prefer mid-priced and restaurant coffee brands
-
- Figure 35: Leading ground coffee brands among Black adults, indexed to total, April 2016-May 2017
What’s Struggling?
-
- Natural disasters impact on juice production
What’s Next?
-
- Expansion of beverage taxes across the US
-
- Figure 36: Beverage tax cost, implementation and end dates, taxed beverages and tax payee, 2017
-
- Figure 37: The American Beverage Association, Can The Tax Cook County television commercial, September 2017
- Figure 38: Illinois chapter of American Academy of Pediatrics - Cook County Sugar Sweetened Beverage Tax - Good For Kids!, September 2017
- Quick service restaurants to offer healthy drink choices
- Exposure to contaminated water may spur bottled water consumption
The Consumer – What You Need to Know
-
- Bottled water and 100% juice purchases increased while regular soda purchases fell among Black consumers
- Black consumers enjoy innovative beverage options new to the category
- Product distribution and promotions have greatest impact on Black consumers’ beverage purchases
- Beverages are consumed within conventional mealtimes
- Beverage sugar content is the leading health concern
Black Consumers’ Beverage Purchase Change
-
- Healthy beverage options drive greatest purchase change
-
- Figure 39: Black consumers’ non-alcoholic beverage purchase change, October 2017
- Black men drink first for taste, then for health
-
- Figure 40: Black consumers’ non-alcoholic beverage purchase change – select items, by gender, October 2017
- 18-34s drink for taste and health benefits, older Black consumers’ preference unchanged
-
- Figure 41: Black consumers’ non-alcoholic beverage purchase change – select items, by age, October 2017
- Black parents buy healthy drinks for the kids and caffeine for themselves
-
- Figure 42: Black consumers’ non-alcoholic beverage purchase change – select items, by parental status, October 2017
Attitudes toward Non-alcoholic Beverage Consumption
-
- New beverage products offer desired options
-
- Figure 43: Black consumers’ attitudes toward drinking non-alcoholic beverages, October 2017
- Upper-middle income Black adults demonstrate greater openness to new product trial
-
- Figure 44: Black consumers’ attitudes toward drinking non-alcoholic beverages, by household income, October 2017
- Black parents are influenced by their kids’ beverage choices
-
- Figure 45: Black consumers’ attitudes toward drinking non-alcoholic beverages, by parental status, October 2017
- Older kids have the greatest influence on their parents’ experimentation and purchase
-
- Figure 46: Black consumers’ attitudes toward drinking non-alcoholic beverages, by kids’ ages, October 2017
Non-alcoholic Beverage Purchase Influencers
-
- Black consumers’ beverage purchases driven by shopping benefits
-
- Figure 47: Influencers for Black consumers’ non-alcoholic beverages purchases, October, 2017
- Married parents, mostly moms, try to appease the family
-
- Figure 48: Influencers for Black consumers’ non-alcoholic beverages purchases, by marital and parental status, October, 2017
- Upper-middle income Black consumers are willing to experiment with new beverages, but they must be healthy
-
- Figure 49: Influencers for Black consumers’ non-alcoholic beverages purchases, by household income, October, 2017
- 35-54s choose healthy beverages, with varying motivations
-
- Figure 50: Influencers for Black consumers’ non-alcoholic beverages purchases, by age, October, 2017
Non-alcoholic Beverage Association by Occasion
-
- Black consumers drink beverages at traditional meal occasions
- Breakfast beverage choices driven by parents multitasking in the morning
- Younger Black adults, mostly men, “snack” on beverages that give them fuel throughout the day
- Black consumers split on lunchtime beverage consumption, some indulge, others opt for healthy choices
- Dinnertime offers the greatest options for everyone in the household
-
- Figure 51: Correspondence Analysis – Beverages by occasion, October 2017
- Figure 52: Beverages by occasion, October 2017
Non-alcoholic Beverages Purchase Barriers
-
- Beverage sugar content trumps health concerns
-
- Figure 53: Non-alcoholic beverages purchase barriers for Black consumers, October 2017
- Black women may buy healthier beverages if she’s aware of the benefits
-
- Figure 54: Non-alcoholic beverages purchase barriers for Black consumers, by gender and age, October 2017
- Parents must balance their product concerns with their family’s requests
-
- Figure 55: Non-alcoholic beverages purchase barriers for Black consumers, by marital and parental status, October 2017
- Black parents with younger children demonstrate the greatest concern over beverage content
-
- Figure 56: Non-alcoholic beverages purchase barriers for Black consumers, by marital and parental status, October 2017
Perceptions of Non-alcoholic Beverages
-
- Beverages are mostly consumed to complement meals
-
- Figure 57: Black consumers’ perceptions of non-alcoholic beverages, October 2017
- Black consumers buy beverages for their families to create enjoyable mealtimes
-
- Figure 58: Black consumers’ perceptions of non-alcoholic beverages, by age, October 2017
- Black parents with health concerns for their youngest children are willing to buy the best for them
-
- Figure 59: Black consumers’ perceptions of non-alcoholic beverages, by children’s age, October 2017
- More money = higher expectations
-
- Figure 60: Black consumers’ perceptions of non-alcoholic beverages, by household income, October 2017
Appendix – Data Sources and Abbreviations
-
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
-
-
- Figure 61: Black consumer expenditures on non-alcoholic beverages, at current prices, 2012-17
- Figure 62: Black consumer expenditures on non-alcoholic beverages, by segment, at current prices, 2012-17
- Figure 63: Black consumer expenditures on non-alcoholic beverages, by segment, at current prices, 2015 and 2017
-
Appendix – The Consumer
-
-
- Figure 64: Carbonated beverage consumption, Black adults vs all, April 2016-May 2017
-
- Figure 65: Carbonated beverage consumption, Black teens vs all, April 2016-May 2017
-
- Figure 66: Carbonated beverage consumption, by type, Black adults vs all, April 2016-May 2017
-
- Figure 67: Carbonated beverage consumption, by type, Black teens vs all, April 2016-May 2017
-
- Figure 68: Carbonated cola consumption by brand, Black adults vs all, April 2016-May 2017
-
- Figure 69: Carbonated cola consumption, by brand, Black teens vs all, April 2016-May 2017
-
- Figure 70: Other carbonated soda drink consumption, by brand, Black adults vs all, April 2016-May 2017
-
- Figure 71: Other carbonated soda drink consumption, by brand, Black teens vs all, April 2016-May 2017
-
- Figure 72: Bottled water consumption, Black adults vs all, April 2016-May 2017
-
- Figure 73: Non-carbonated bottled water consumption, by flavor, Black adults vs all, April 2016-May 2017
-
- Figure 74: Sparkling waters/seltzers/natural sodas bottled water consumption, by flavor, Black adults vs all, April 2016-May 2017
-
- Figure 75: Non-carbonated bottled water consumption, by brand, Black adults vs all, April 2016-May 2017
-
- Figure 76: Sparkling waters/seltzers/natural sodas bottled water consumption, by brand, Black adults vs all, April 2016-May 2017
-
- Figure 77: Juice and juice drink consumption, Black adults vs all, April 2016-May 2017
-
- Figure 78: Juice and juice drink consumption, Black adults indexed to total, April 2016-May 2017
-
- Figure 79: Orange juice (net) consumption, by type, Black adults vs all, April 2016-May 2017
-
- Figure 80: Orange juice (net) consumption, by brand, Black adults vs all, April 2016-May 2017
-
- Figure 81: Other fruit juices/drinks, fruit flavors used, among Black adults vs all, April 2016-May 2017
-
- Figure 82: Other fruit juices/drinks, by brand, Black adults vs all, April 2016-May 2017
-
- Figure 83: Tea consumption, Black adults indexed to total, April 2016 – May 2017
-
- Figure 84: Tea consumption, by type, Black adults vs all, April 2016-May 2017
-
- Figure 85: Regular tea consumption, by purpose used, Black adults vs all, April 2016-May 2017
-
- Figure 86: Regular tea consumption, by brand, Black adults vs all, April 2016-May 2017
-
- Figure 87: Iced tea (ready-to-drink) consumption, by brand, Black adults vs all, April 2016-May 2017
-
- Figure 88: Coffee consumption at home, Black adults vs all, April 2017-May 2016
-
- Figure 89: Coffee consumption on-the-go, Black adults vs all, April 2017-May 2016
-
- Figure 90: Coffee consumption at home, by type, Black adults vs all, April 2016-May 2017
-
- Figure 91: Ground/whole bean coffee consumption at home, by type, form and kind, Black adults vs all, April 2016-May 2017
-
- Figure 92: Ground/whole bean coffee consumption at home, by brand, Black adults vs all, April 2016-May 2017
-
Back to top