In this report, Mintel examines consumption of non-alcoholic beverages, including motivating factors that play a role in the purchase of a new beverage. Mintel analyzed health perception toward various non-alcoholic beverages. According to Mintel findings, calorific beverages such as regular carbonated beverages and whole milk are perceived to be less healthy than the low-cal alternatives, reinforcing the importance of obesity issue in choosing a beverage.

Flat growth in the market can be attributed to the maturity status of three segments: carbonated beverages; milk; and fruit juice/fruit drinks, which accounted for 72% of the total sales in 2006. Combined sales of these three segments declined 4.9% during 2001-06. The maturity status of these segments was reaffirmed by Mintel’s consumer survey analysis, where carbonated beverages, milk and fruit juice and drink categories had been consumed in the previous 7 days by 88%, 96%, and 90% of respondents respectively.

This report is the second in a two-part series and deals specifically with consumer attitudes and behavior. For a thorough treatment of the NAB market—including market size and segmentation, supply structure and retail distribution—see Mintel’s Non-alcoholic Beverages: The Market—U.S., July 2006.

This report covers the following segments:

Carbonated soft drinks (CSD), including cola and non-cola, regular and diet

Bottled water

Coffee, including ground/whole bean, instant/freeze dried, international flavored instant, espresso/cappuccino

Tea, including ready-to-drink (RTD), refrigerated, bagged, loose and instant

Thirst quenchers and sports/activity drinks such as Gatorade or Powerade

Sparkling water, seltzer and natural sodas such as Mistic, Orangina, and San Pellegrino

Milk, including low fat/skim, whole, chocolate/other flavored, buttermilk, organic and soy

Fruit juice and juice drinks

Instant hot cocoa mix

Powdered soft drinks such as Kool-Aid and Country Time, sweetened and unsweetened

Tomato and other vegetable juices