Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market at a glance
- Consumers cut soda consumption due to obesity issues and health and wellness trends
- Key soda drinkers migrate to energy drinks
- Diet soda sales plummet in 2005 for the first time during 2001-06
- Major manufacturers diversify ready-to-drink NCB portfolio
- Carbonated drinks consumers
- Adult consumers
- Teen consumers
- Child consumers
- Functional soda may revive future sales
Market Drivers
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- Obesity and health concerns—major criteria in choosing beverages
- Obesity among adults
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- Figure 1: Reasons for drinking less regular soda today than a year ago, February 2007
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- Figure 2: Incidence of people currently dieting or spending most of their time trying to lose weight by dieting, 2002-06
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- Figure 3: Incidence of people drinking regular soda among respondents currently dieting or most of time trying to lose weight by dieting, 2002-06
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- Figure 4: Percentage of population who are overweight or obese, 20-74 years of age, 1988-2004
- Obesity among children
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- Figure 5: Prevalence of obesity among children aged 6-19 years, 1971-02
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- Figure 6: Incidence of soda and ready-to-drink NCB consumption among children aged 6-11, 2002-06
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- Figure 7: Growth in school beverage sales, 2002-04
- Competition from other beverages
- Teen and young adults—the key demographic for soda—migrate to energy drinks
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- Figure 8: Incidence of drinking carbonated drinks and energy drinks, adults and teens, January-October 2006
- Healthy NCBs pose tough competition for soda
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- Figure 9: Consumption of ready-to-drink NCBs and soda by adults, teens, Jan-Oct 2006
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- Figure 10: Per capita consumption of carbonated beverages, bottled water and sports drinks, 2000-04
- Demographic influence
- Children and teens impact sales of carbonated drinks
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- Figure 11: Consumption of soda by adults, teens, and pre-teens, Jan-Oct 2006
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- Figure 12: U.S. children and teen population and projections, 2001-11
- Young adults drink regular soda, aging adults drink diet soda
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- Figure 13: Consumption of soda, by type of soda, by age, Jan-Oct 2006
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- Figure 14: U.S. population and projections, 2001-11
- Blacks and Hispanics, too, drive market growth
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- Figure 15: Consumption of carbonated drinks, by race/ethnicity, Jan-Oct 2006
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- Figure 16: Population, by race and Hispanic origin, 2001-11
- Innovations drive short-term growth
Market Size and Trends
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- Market size
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- Figure 17: Total U.S. retail sales of carbonated soft drinks, at current and constant prices, 2001-06
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- Figure 18: Price per fluid ounce of carbonated beverages at FDM, 2001-06
- Wal-Mart estimate
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- Figure 19: Number of regular stores and supercenters operated by Wal-Mart, FY 2001-05
- Volume sales
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- Figure 20: FDM* volume sales of carbonated soft drinks, 2001-06
- Market trends
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- Figure 21: New carbonated drinks releases, 2001-06
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- Figure 22: New carbonated drinks, claims, 2001-06
- New flavors and formulations
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- Figure 23: New carbonated drinks, flavors, 2001-06
- Limited edition
Market Segmentation
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- Introduction
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- Figure 24: FDM sales of carbonated beverages, segmented by type, 2004 and 2006
- Regular carbonated drinks
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- Figure 25: FDM sales of regular soft drinks, at current and constant prices, 2001-06
- Diet carbonated drinks
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- Figure 26: FDM sales of diet soft drinks, at current and constant prices, 2001-06
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- Figure 27: reasons for drinking less diet soda today than a year ago, by gender, February 2007
- Seltzer/tonic water/club soda
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- Figure 28: FDM sales of seltzer/tonic water/club soda, at current and constant prices, 2001-06
Supply Structure
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- Major manufacturers diversifying their portfolio to include NCBs
- Company and brand sales
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- Figure 29: FDM sales of Manufacturers in the carbonated beverage market in the U.S., 2004 and 2006
- Regular carbonated drinks
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- Figure 30: Selected brand sales and market share of major regular carbonated drinks at FDM* in the U.S., 2004 and 2006
- Diet carbonated drinks
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- Figure 31: Selected brand sales and market share of major diet carbonated drinks at FDM* in the U.S., 2004 and 2006
- Seltzer/tonic water/club soda
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- Figure 32: Selected brand sales and market share of seltzer/tonic water/club soda at FDM* in the U.S., 2004 and 2006
Advertising and Promotion
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- Introduction
- Coca-Cola
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- Figure 33: Coke—TV ad: “You Give a Little Love....”, 2006
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- Figure 34: Coke—TV ad, First Coke, 2006
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- Figure 35: Sprite—SubLYMONal
- PepsiCo
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- Figure 36: Mountain Dew—Martial Arts
- Cadbury Schweppes North America
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- Figure 37: Dr Pepper—“Love Is Like Candy on a Shelf”
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- Figure 38: 7 UP—All Natural
Retail Distribution
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- Introduction
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- Figure 39: U.S. retail sales of carbonated beverages, by channel, 2004 and 2006
- Supermarkets
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- Figure 40: U.S. supermarket sales of carbonated beverages, at current and constant prices, 2001-06
- Drug stores
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- Figure 41: U.S. drug store sales of carbonated beverages, at current and constant prices, 2001-06
- Mass and other
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- Figure 42: U.S. mass and other sales of carbonated beverages, at current and constant prices, 2001-06
The Consumer—Consumption
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- Introduction
- Summary
- Adult consumers
- Teen consumers
- Child consumers
- Adult consumption of carbonated beverages
- All carbonated beverages
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- Figure 43: Incidence of soda consumption among adults, 2002-06
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- Figure 44: Incidence of any carbonated beverage drinking, by key demographics, Jan-Oct 2006
- Regular cola
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- Figure 45: Incidence of regular (non-diet) cola drinking, by key demographics, Jan-Oct 2006
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- Figure 46: Incidence of regular (non-diet) cola drinking, by most likely using cohorts, Jan-Oct 2006
- Regular cola brands
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- Figure 47: Brands of regular cola used, by race/ethnicity, Jan-Oct 2006
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- Figure 48: Brands of regular cola used, by selected cohorts, Jan-Oct 2006
- Frequency of regular cola consumption
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- Figure 49: Frequency of regular cola consumption, Jan-Oct 2006
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- Figure 50: Mean frequency of regular cola consumption, by selected demographic characteristics, Jan-Oct 2006
- Regular non-cola
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- Figure 51: Incidence of regular (non-diet) cola vs non-cola drinking, by key demographics, Jan-Oct 2006
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- Figure 52: Incidence of regular non-cola drinking, by most likely using cohorts, Jan-Oct 2006
- Regular non-cola brands
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- Figure 53: Brands of regular non-cola soft drinks used, by age and race/ethnicity, Jan-Oct 2006
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- Figure 54: Brands of regular non-cola soft drinks used, by selected cohorts, Jan-Oct 2006
- Frequency of drinking regular non-cola carbonated beverages
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- Figure 55: Frequency of regular non-cola consumption, Jan-Oct 2006
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- Figure 56: Mean frequency of regular non-cola consumption, by selected demographic characteristics, Jan-Oct 2006
- Diet cola
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- Figure 57: Incidence of diet cola drinking, by key demographics, Jan-Oct 2006
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- Figure 58: Incidence of diet cola drinking, by most likely using cohorts, Jan-Oct 2006
- Diet cola brands
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- Figure 59: Brands of diet cola used, by age, Jan-Oct 2006
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- Figure 60: Brands of diet cola used, by race/ethnicity, Jan-Oct 2006
- Frequency of drinking diet cola
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- Figure 61: Frequency of diet cola consumption, Jan-Oct 2006
- Diet non-cola
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- Figure 62: Incidence of other diet carbonated beverages (not cola) drinking, by key demographics, Jan-Oct 2006
- Diet non-cola brands
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- Figure 63: Brands of non-cola diet soft drink used, by age, Jan-Oct 2006
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- Figure 64: Brands of non-cola diet soft drink, by race/ethnicity, Jan-Oct 2006
- Frequency of drinking diet non-cola carbonated drinks
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- Figure 65: Frequency of other (non-cola) diet soft drink consumption, Jan-Oct 2006
- Sparkling waters, seltzers, and natural soda
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- Figure 66: Incidence of drinking sparkling waters, seltzers, and natural soda, by race/ethnicity, Jan-Oct 2006
- Teen consumption of carbonated beverages
- Regular soft drinks
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- Figure 67: Incidence of drinking soda among teens, 2002-06
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- Figure 68: Incidence of regular (non- diet) cola and other regular carbonated drink drinking among teens, by key demographics, Jan-Oct 2006
- Regular soft drink consumption by brand usage
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- Figure 69: Brands of regular soft drinks used, adults vs teens, Jan-Oct 2006
- Frequency of drinking regular soft drinks
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- Figure 70: Frequency of regular soft drink consumption, by teens Jan-Oct 2006
- Diet soft drinks
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- Figure 71: Incidence of diet cola and other diet carbonated drink drinking among teens, by key demographics, Jan-Oct 2006
- Sparkling waters/seltzers/natural sodas
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- Figure 72: Incidence of sparkling water/seltzer/natural soda drinking among teens by key demographics, Jan-Oct 2006
- Children’s consumption of carbonated beverages
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- Figure 73: Incidence of regular (non-diet) vs other regular carbonated drinks drinking, among children, by key demographics, Jan-Oct 2006
The Consumer – Attitudes and Behavior
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- Capsule summary
- Reasons for drinking less soda
- Reasons for drinking more soda
- Reasons for trying new products
- Perception of carbonated beverages
- Incidence of drinking more or less regular soda compared to a year ago
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- Figure 74: Incidence of drinking more or less regular soda compared to a year ago, by age, February 2007
- Reasons for drinking less regular soda today than a year ago
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- Figure 75: reasons for drinking less regular soda today than a year ago, by gender, February 2007
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- Figure 76: reasons for drinking less regular soda today than a year ago, by age, February 2007
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- Figure 77: reasons for drinking less regular soda today than a year ago, by presence of children, February 2007
- Incidence of drinking more or less diet soda compared to a year ago
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- Figure 78: Incidence of drinking more or less diet soda compared to a year ago, by age, February 2007
- Reasons for drinking less diet soda than a year ago
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- Figure 79: reasons for drinking less diet soda today than a year ago, by gender, February 2007
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- Figure 80: reasons for drinking less diet soda today than a year ago, by age, February 2007
- Reasons for drinking more soda than a year ago
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- Figure 81: Reasons for drinking more soda, February 2007
- Reasons for trying new beverages
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- Figure 82: Reasons for trying new beverages, February 2007
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- Figure 83: Interest in various beverages/beverage types, February 2007
- Attitudes toward carbonated drinks
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- Figure 84: Selected attitudes toward carbonated drinks, February 2007
Future and Forecast
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- Future trends
- Ongoing health and weight issues
- Children
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- Figure 85: Frequency of soda consumption among children aged 6-11 who drink carbonated drinks, 2002-06
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- Figure 86: U.S. children and teen population and projections, 2001-2011
- Adults
- Changing beverage preferences
- Demographic trends
- Young adults and teens
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- Figure 87: U.S. population of teens and young adults aged 12-34, by age, 2000-11
- Hispanics and blacks—positive population growth
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- Figure 88: Population, by race and Hispanic origin, 2001-11
- Innovation geared towards functional soda
- Major manufacturers are shifting their focus to NCBs
- Market forecast
- Carbonated drinks market
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- Figure 89: Forecast of total U.S. retail sales of carbonated soft drinks, including Wal-Mart, at current and constant prices, 2006-11
- Regular carbonated drinks
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- Figure 90: Forecast of FDM* sales of regular soft drinks, at current and constant prices, 2006-11
- Diet carbonated drinks
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- Figure 91: Forecast of FDM* sales of diet soft drinks, at current and constant prices, 2006-11
- Seltzer/tonic water/club soda
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- Figure 92: Forecast of FDM* sales of seltzer/tonic water/club soda, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Briefs
Appendix: Simmons Cohorts
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- Figure 93: Married couples cohorts
- Figure 94: Single women cohorts
- Figure 95: Single men cohorts
- Omega cohorts
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