Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Fan chart of market value for U.S. restaurant sales, at current prices, 2006-16
- Market factors
- Consumer confidence rattled but improving
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- Figure 2: Consumer Sentiment Index, March 2007-April 2012
- Shifts in population
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- Figure 3: U.S. population change, by age, 2011-16
- Linking consumption of sugary non-alcoholic beverages with obesity
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- Figure 4: Age-adjusted prevalence of being overweight among adults aged 20 or older, 1988-2010
- Beverage menu trends
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- Figure 5: share of leading types of non-alcoholic beverage on the menu, Q1 2012
- The consumer
- Shifts in consumption
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- Figure 6: Shifts in non-alcoholic beverage consumption at restaurants, March 2012
- Health perceptions
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- Figure 7: Health perceptions, March 2012
- Ordering behavior
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- Figure 8: Ordering behavior, March 2012
- Decision influencers
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- Figure 9: Decision influencers, March 2012
- Frequency of non-alcoholic beverage purchases at restaurants
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- Figure 10: Frequency of non-alcoholic beverage purchases, March 2012
- Effective marketing strategies
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- Figure 11: Effective marketing strategies, March 2012
- What we think
Issues in the Market
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- How will health trends impact the market?
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- Figure 12: American Beverage Association TV ad, We’re Delivering, February-May 2012
- How can restaurants sate consumer demand for variety?
- How can restaurants create interest on the beverage menu?
Insights and Opportunities
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- Healthy beverage innovation
- Put some sparkle on the menu
- Energizing beverages
- Water beverages
- Spotlight the beverage menu
Inspire Insights
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- Trend: Carnivore, Herbivore...Locavore
- Trend: Access All Areas
Market Drivers
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- Restaurant sales showing signs of recovery
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- Figure 13: U.S. restaurant sales, at current prices, 2006-16
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- Figure 14: NRA performance indices, January 2009-March 2012
- Consumers may still be apprehensive about spending
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- Figure 15: Real personal disposable income, January 2007-March 2012
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- Figure 16: Median household income in inflation-adjusted dollars, 2000-10
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- Figure 17: Unemployment and underemployment rates, January 2007-April 2012
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- Figure 18: Consumer Sentiment Index, March 2007-April 2012
- Young adults are important to non-alcoholic beverage sales
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- Figure 19: Population, by age, 2006-16
- Race/Hispanic origin influences usage; Asians emerge as key consumer
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- Figure 20: Population by race and Hispanic origin, 2006-16
- Health trends shape consumer restaurant beverage choices
- Linking consumption of sugary non-alcoholic beverages with obesity
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- Figure 21: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2010
- The culprit: sugar
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- Figure 22: Prevalence of diagnosed and undiagnosed diabetes among adults aged 20+, by age, 2005-08
- The soda tax debate
Competitive Context
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- Competition from alcoholic beverages
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- Figure 23: Alcoholic beverage ordering frequency at restaurants, January 2012
- Competition from free tap water
Beverage Trends: Types of Non-Alcoholic Drink
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- Key points
- Beverage menu trends
- Soda: the beverage menu stalwart
- Decline in juice beverages
- Smoothies continue to grow
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- Figure 24: Incidence of leading types of non-alcoholic beverage on the menu, Q1 2010-Q1 2012
- Smoothies command highest average price on beverage menu
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- Figure 25: Average price of leading types of non-alcoholic beverage on the menu, Q1 2010-Q1 2012
- Trend forward
Beverage Trends: Restaurant Segments
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- Key points
- QSRs account for the largest share of beverage menu items
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- Figure 26: Incidence of non-alcoholic beverage items on the menu, by restaurant segment, Q1 2010-Q1 2012
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- Figure 27: Number of distinct restaurants**, by restaurant segment, Q1 2010-Q1 2012
- Fine dining has highest average price for non-alcoholic beverages
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- Figure 28: Average price of non-alcoholic beverage items on the menu, by restaurant segment, Q1 2010-Q1 2012
Menu Analysis: Soda
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- Key points
- Slow growth in soda
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- Figure 29: Incidence of soda beverages on chain restaurant menus, Q1 2010-Q1 2012
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- Figure 30: Incidence of non-alcoholic beverage types on chain restaurant menus, Q1 2010-Q1 2012
- A more natural approach
- Soda prices rise
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- Figure 31: Average price of soda beverages on chain restaurant menus, Q1 2010-Q1 2012
Menu Analysis: Tea
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- Key points
- Green tea is gaining traction on restaurant beverage menus
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- Figure 32: incidence of leading types of tea beverage on the menu, Q1 2010-Q1 2012
- Tea beverages incur modest price increase
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- Figure 33: Average price of leading types of tea beverage on the menu, Q1 2010-Q1 2012
- Tea beverage prices exceed consumer price expectation
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- Figure 34: Spending on non-alcoholic beverages at restaurants, by household income, March 2012
- Premium, gourmet tea is a hot trend
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- Figure 35: Incidence of leading marketing and nutritional claims of tea beverages on the menu, Q1 2010-Q1 2012
Menu Analysis: Coffee
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- Key points
- Decrease in number of coffee beverages on menu
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- Figure 36: Incidence of leading types of coffee beverage on the menu, Q1 2010-Q1 2012
- Restaurant operators pass along price increases to patrons
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- Figure 37: Average price of leading types of coffee beverage on the menu, Q1 2010-Q1 2012
- But consumers still expect to spend less than $2 for a cup of joe
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- Figure 38: Spending on non-alcoholic beverages at restaurants, by gender, March 2012
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- Figure 39: Spending on non-alcoholic beverages at restaurants, by household income, March 2012
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- Figure 40: Spending on non-alcoholic beverages at restaurants, by age, March 2012
- Premium, indulgence, and health are important trends
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- Figure 41: Incidence of leading marketing and nutritional claims of coffee beverages on the menu, Q1 2010-Q1 2012
Menu Analysis: Frozen Beverages
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- Key points
- Swift growth in smoothie beverages
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- Figure 42: Incidence of leading types of frozen beverage on the menu, Q1 2010-Q1 2012
- High-priced frozen beverages incur modest price increase
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- Figure 43: Average price of leading types of frozen beverage on the menu, Q1 2010-Q1 2012
- Consumers expect to pay premiums for frozen beverages
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- Figure 44: Spending on non-alcoholic beverages at restaurants, March 2012
- Marketing frozen beverages means balancing indulgence and health
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- Figure 45: Incidence of leading marketing and nutritional claims of frozen beverages on the menu, Q1 2010-Q1 2012
- Flavor trends support indulgence and health
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- Figure 46: Incidence of leading flavors of frozen beverages on the menu, Q1 2010-Q1 2012
Marketing Strategies: Industry Applications
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- Overview
- Television ads
- Seasonal beverages
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- Figure 47: McDonald’s TV ad, Ice Cold, May 2012
- Quality differences
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- Figure 48: Caribou Coffee TV ad, Fine Espresso, April-May 2012
- Price value
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- Figure 49: Sonic TV ad, Good Idea, April 2012
- Beverage brand
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- Figure 50: Moe’s Southwest Grill TV ad, Burrito Jam (Coca-Cola Freestyle), April 2012
- Beverage platform
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- Figure 51: McDonald’s tv ad, Very Cool, April-May 2012
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- Figure 52: Dunkin’ Donuts tv ad, How You Like It?, May 2012
- Digital marketing
- Integrated media
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- Figure 53: Dunkindonuts.com home page, May 2012
- Social media
Effective Marketing Strategies: Consumer Perception
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- Key points
- Coupons remain an effective marketing tool to encourage purchase
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- Figure 54: Effective marketing strategies, March 2012
- Coupons more effective in targeting women
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- Figure 55: Effective marketing strategies, by gender, March 2012
- Digital media appeals to younger age groups
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- Figure 56: Effective marketing strategies, by age, March 2012
Usage of Non-Alcoholic Beverages at Restaurants
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- Key points
- Soda, coffee, and tea top drinks ordered at restaurants
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- Figure 57: Types of non-alcoholic beverage ordered from a restaurant, December 2010 and March 2012
- Men are more likely to order regular soda, juice, and shakes
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- Figure 58: Types of non-alcoholic beverage ordered from a restaurant, by gender, March 2012
- Usage of regular soda declines across age
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- Figure 59: Types of non-alcoholic beverage ordered from a restaurant, by age, March 2012
- More affluent restaurant-goers less likely to order regular soda
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- Figure 60: Types of non-alcoholic beverage ordered from a restaurant, by household income, March 2012
Shifts in Consumption of Non-Alcoholic Beverages
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- Key points
- Regular soda and shakes/malts are targeted for decreased consumption
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- Figure 61: Shifts in non-alcoholic beverage consumption at restaurants, March 2012
- Reasons for drinking fewer non-alcoholic beverages
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- Figure 62: Reasons for drinking fewer non-alcoholic beverages from restaurants, March 2012
- Elderly restaurant-goers ordering more tap water
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- Figure 63: Reasons for drinking fewer non-alcoholic beverages from restaurants, by age, March 2012
Frequency of Non-Alcoholic Beverage Purchase at Restaurants
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- Key points
- Majority of consumers buy beverage with a meal
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- Figure 64: Frequency of non-alcoholic beverage purchases, March 2012
- Men are more frequent purchasers of restaurant beverages
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- Figure 65: Frequency of non-alcoholic beverage purchases, by gender, March 2012
- Restaurant-goers aged 25-44 are high-frequency users for beverages
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- Figure 66: Frequency of non-alcoholic beverage purchases, by age, March 2012
- Affluent adults exhibit highest frequency of beverage purchases
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- Figure 67: Frequency of non-alcoholic beverage purchases, by household income, March 2012
Spending on Non-Alcoholic Beverages at Restaurants
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- Key points
- Restaurant prices exceed price points consumers are willing to pay
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- Figure 68: Spending on non-alcoholic beverages at restaurants, March 2012
Attitudes and Behaviors of Non-Alcoholic Beverage Drinkers
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- Key points
- Health perceptions
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- Figure 69: Health perceptions, March 2012
- Women are concerned about weight gain from drinking sugary beverages
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- Figure 70: Health perceptions, by gender, March 2012
- Those aged <35 are more likely to think regular and diet soda are unhealthy
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- Figure 71: Health perceptions, by age, March 2012
- Suggestions from wait staff are effective in reaching consumers interested in natural and low-calorie beverages
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- Figure 72: Effective marketing strategies, by health perceptions, March 2012
- Ordering behavior
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- Figure 73: Ordering behavior, March 2012
- Younger consumers plan to order healthier beverages at restaurants
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- Figure 74: Ordering behavior, by age, March 2012
- More affluent are less likely to pay attention to cost of beverages
- Coupons for new beverages highly effective in reaching target consumers
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- Figure 75: Effective marketing strategies, by ordering behavior, March 2012
- Decision influencers
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- Figure 76: Decision influencers, March 2012
- Including a beverage in combo meals and beverage brands are important to 25-44 year olds
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- Figure 77: Decision influencers, by age, March 2012
- Promoting brands via various marketing strategies is effective
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- Figure 78: Effective marketing strategies, by decision influencers, March 2012
Beverage Choices for Kids
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- Key points
- Downshift in most beverages among kids
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- Figure 79: Kids' beverages consumption at restaurants, December 2010 and March 2012
- Beverage choice varies by age of child
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- Figure 80: Kids' beverages consumption at restaurants, March 2012
Impact of Race/Hispanic Origin
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- Key points
- Asians prefer coffee and hot tea; blacks most likely to order regular soda
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- Figure 81: Types of non-alcoholic beverage ordered from a restaurant, by race/Hispanic origin, March 2012
- Asians over index in high-frequency beverage purchases
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- Figure 82: Frequency of non-alcoholic beverage purchases, by race/Hispanic origin, March 2012
- Asians think soda is unhealthy and most interested in natural drinks
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- Figure 83: Health perceptions, by race/Hispanic origin, March 2012
- Asians and Hispanics interested in new beverages and health
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- Figure 84: Ordering behavior, by race/Hispanic origin, March 2012
- Hispanics find beverage variety and combo meal with beverage important
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- Figure 85: Decision Influencers, by Hispanic origin, March 2012
- Asians receptive to digital marketing and staff recommendations
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- Figure 86: Effective marketing strategies, by race/Hispanic origin, March 2012
Custom Groups: Light, Medium, and Heavy Users
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- Marketing strategies
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- Figure 87: Effective marketing strategies, by frequency of non-alcoholic beverage-only purchases or with a snack, March 2012
- Health perceptions
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- Figure 88: Health perceptions by frequency of non-alcoholic beverage-only purchases or with a snack, March 2012
- Ordering behavior
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- Figure 89: Ordering behavior by frequency of non-alcoholic beverage-only purchases or with a snack, March 2012
- Decision influencers
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- Figure 90: Decision influencers by frequency of non-alcoholic beverage-only purchases or with a snack, March 2012
Appendix: Custom Groups
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- Marketing strategies
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- Figure 91: Effective marketing strategies, by frequency of non-alcoholic beverage purchases with a meal, March 2012
- Health perceptions
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- Figure 92: Health perceptions, by frequency of non-alcoholic beverage purchases with a meal, March 2012
- Ordering behavior
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- Figure 93: Ordering behavior, by frequency of non-alcoholic beverage purchases with a meal, March 2012
- Decision influencers
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- Figure 94: Decision influencers, by frequency of non-alcoholic beverage purchases with a meal, March 2012
Appendix: Trade Associations
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