This report provides insight for manufacturers, marketers, and distributors into the dynamic non-alcoholic beverage market in the U.S. The non-alcoholic beverage market is in the midst of a significant shift in consumer purchasing and consumption patterns. Mintel's analysis of the market identifies current issues shaping the market, insights for future challenges, and opportunities for growth. The report addresses a range of topics including:

" How consumer lifestyle trends have driven sales and marketing of non-carbonated beverages

" Which demographic groups have helped to drive growth and innovation of new age beverages and how future population changes may affect these beverages

" Why raw materials' pricing disproportionately affects some segments resulting in higher overall sales but lower consumption

" How manufacturers and marketers are dealing with growing negative perceptions of beverages formerly considered to be healthy

" Why hybrids are driving growth and why all hybrids may not resonate with consumers

" Do school vending rules really influence beverage choices

" How the market polarization between value and premium has influenced the mid-priced brands

" Which racial/ethnic groups will influence beverages and how

" How men are proving to be a new demographic for diet soft drinks

" How distribution agreements and acquisitions are helping CSD giants and small players alike

Through use of primary and secondary research including quantification of total market size and analysis of brands at the FDM level, Mintel provides insight into current market and product trends and actionable insights regarding future marketing and product innovation.