- Contents
- *Scope and Themes
- What you need to know
- Definition
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
What you need to know
In this portion of a two-part report on non-alcoholic beverages, Mintel takes an in-depth consumer-centric view of the market. The suppliers- and sales-centric view is covered in Mintel’s Non-alcoholic Beverages: The Market—U.S., April 2010. This report allows non-alcoholic beverage (NAB) producers and marketers to get a glimpse into not only consumption trends, but also consumer behavior and attitudes towards the gamut of non-alcoholic beverages to help develop new products and marketing strategies designed to reach the core consumer groups in the most effective way. The major themes explored in this report include, but are not limited to:
Non-alcoholic beverage consumption trends including those of soda (carbonated soft drinks), fruit juice/drinks, milk/soymilk, energy and sports drinks, bottled water, and RTD tea and coffee.
The impact of the current recession on consumer purchase behavior of non-alcoholic beverages.
How consumers perceive non-alcoholic beverages with pro-health and lifestyle attributes such as high-calorie beverages, least or most healthy beverages, or beverages that address healthy lifestyle goals, etc.
What opinion consumers have of beverage sweeteners including high-fructose corn syrup, artificial sweeteners, natural low-calorie sweetener stevia, and natural sweeteners.
Packaging attributes in non-alcoholic beverages that are likely to attract consumers.
Health attributes that resonate the most with non-alcoholic beverage buyers.
Non-alcoholic beverage purchase incidence for immediate consumption and at-home consumption.
Types of promotions—buy-one-get-one, deals in newspapers, or coupons—that motivate consumers to purchase non-alcoholic beverages.
Non-alcoholic beverage consumer trends among high-growth population groups—blacks, Hispanics, and Asians.
Definition
This report builds on the analysis presented in Mintel’s Non-alcoholic Beverages: The Consumer—U.S., May 2008; August 2006, August 2004 as well as Mintel’s Non-alcoholic Beverages: The Market—U.S., April 2008, July 2006, July 2004.
This report is a companion volume to Non-alcoholic Beverages: The Market—U.S., April 2010
For the purposes of this report, the following non-alcoholic drinks have been included:
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, ready-to-drink (RTD), and espresso/cappuccino
tea, including RTD, refrigerated, bagged, loose and instant
thirst quenchers and sports/activity drinks such as Gatorade or PowerAde
energy drinks such as Red Bull
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.
Value figures throughout this report are at retail selling prices (rsp) excluding sales tax unless otherwise stated.
Consumer survey data
For the purposes of this report, Mintel commissioned exclusive consumer research through Greenfield Online to explore consumer purchasing patterns of and attitudes and behaviors regarding fruit juice and juice drinks. Mintel was responsible for the survey design, data analysis and reporting. Fieldwork was conducted in October/November 2009 among a sample of 2,000 adults aged 18+ with access to the internet.
Mintel selects survey respondents so that they are proportionally balanced to the entire U.S. adult population (18+) based on the key demographics of gender, age, household income, and region. Mintel also slightly oversamples, relative to the population, respondents that are Hispanic or black to ensure an adequate representation of these groups in our survey results. Please note that our surveys are conducted online and in English only. Hispanics who are not online and/or do not speak English are not included in our survey results.
For the purposes of this report, Mintel has also analyzed data from Experian Consumer Research, using the Experian Simmons National Consumer Survey (NCS), the Experian Simmons National Hispanic Consumer Survey (NHCS), the Experian Simmons Teen Survey and the Experian Simmons Kids Survey.
The NCS/NHCS was carried out during April 2008-June 2009 and the results are based on the sample of 25,318 adults aged 18+, with results weighted to represent the U.S. adult population.
The Experian Simmons Teen Survey was conducted during April 2008-June 2009 and based on a sample of 2,072 teenagers aged 12-17, with results weighted to represent the U.S. teen population.
The Experian Simmons Kids Survey was conducted during April 2008-June 2009 and based on a sample of 2,076 kids aged 6-11, with results weighted to represent the U.S. kid population.
While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (white, black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.
Abbreviations
There follows a list of abbreviations used in this report.
| BLS | Bureau of Labor Statistics |
| BMI | Body Mass Index (BMI) = kg of body weight/(meters of body height)2 |
| CDC | Centers for Disease Control |
| CPI | Consumer price index |
| CSD | Carbonated soft drinks |
| FDMx | Food, drug and mass merchandisers (excluding Walmart) |
| FSI | Free standing insert |
| GNPD | Global New Products Database |
| : | : |
| : | : |
Terms
| Obesity | Having a body mass index (BMI) of 30 or higher. |
| Overweight | Having a BMI of 25.9–29 is considered overweight. |
Generations discussed within this report are defined as:
| World War II | The generation born in 1932 or before. In 2010, members of this generation are aged 78 or older. |
| Swing Generation | The generation born between 1933 and 1945. In 2010, members of the Swing generation are between the ages of 65 and 77. |
| Baby Boomers | The generation born between 1946 and 1964. In 2010, Baby Boomers are between the ages of 46 and 64. |
| Generation X | The generation born between 1965 and 1976. In 2010, Generation Xers are between the ages of 34 and 45. |
| Echo Boomers* | The generation born between 1977 and 1994. In 2010, Echo Boomers are between the ages of 16 and 33. |
| Matrix Generation** | The generation born from 1994 to present. In 2010, Matrices are aged 15 or younger. |
* also known as Generation Y or Millennials
** previously known as Post-Millennials
In order to provide an inflation-adjusted price value for markets Mintel uses the CPI to deflate current prices. The CPI is defined as follows:
| CPI | The Consumer Price Index is a measure of the average change over time in the prices paid by urban consumers for a market basket of consumer goods and services. The CPI and its components are typically used to adjust other economic series for price changes and to translate these series into inflation-free dollars. Examples of series adjusted by the CPI include retail sales, hourly, and weekly earnings, and components of the national income and product accounts. In addition, and in Mintel reports, the CPI is used as a deflator of the value of the consumer’s dollar to find its purchasing power. The purchasing power of the consumer’s dollar measures the change in the value to the consumer of goods and services that a dollar will buy at different dates. The CPI is generally the best measure for adjusting payments to consumers when the intent is to allow consumers to purchase, at today’s prices, a market basket of goods and services equivalent to one that they could purchase in an earlier period. It is also the best measure to use to translate retail sales into real or inflation-free dollars. Based on Bureau of Labor Statistics definition. |
