Table of Contents
Executive Summary
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- High obesity rates and consumer trend towards watching diet may dampen NAB consumption
- Blacks and Hispanics offer growth potential for declining NAB categories, and faster-than-average growth for growing NAB categories
- Children, teens, and adults aged 18-24 are the key consumer in the market
- Incidence of consumption remains stable for most beverages but regular soda
- Consumers perceive low-calorie sweeteners to be hazardous to health and unpalatable
- Price promotions and brand consideration are the biggest motivators in NAB purchase
- Recession impacts the beverage purchase behavior for 50% of all NAB buyers
- Diet watchers do not necessarily avoid regular calorie beverages
- Immediate vs. at-home consumption
Insights and Opportunities—A Consumer-centric View
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- There is a disconnect between what consumers drink and what they perceive to be healthy
- Diet without the sacrifice
- Reward ethnic consumers
- Customizable energy drinks
- Most young Americans really don’t need to replenish their electrolytes
Inspire Trends
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- Trend 1: Taxing your soda
- What’s it all about?
- What we’ve seen?
- A fury over fat taxes
- Reformulate or be part of the problem
- Trend 2: Food and Beauty
- What it’s all about?
- What we’ve seen?
- You are what you drink
- Drink up, gorgeous!
- Trend 3: Can we trust the water?
- What it’s all about?
- What we’ve seen?
- Demanding more from water
- Water and other beverages with a purpose
Market Drivers—Health and Wellness Trends
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- Key points
- The number of adults watching their diets appears to have peaked
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- Figure 1: Incidence of presently watching/controlling diet, May 2004-June 2009
- Adults watching their diet seek low-fat, low-sugar food products
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- Figure 2: Attributes diet-watchers look for in food, 2006 and 2009
- Adult obesity levels in the U.S. stabilize but still remain a cause of concern
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- Figure 3: Percentage of population aged 20 and over who are overweight or obese or extremely obese, 1988-2008
- Consumer and government concerns for obesity-related issues spell negative outlook for much of the industry
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- Figure 4: Reasons for watching/controlling diet, 2006 and 2009
- Obesity rates among children and teens cause concern
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- Figure 5: Prevalence of obesity among children and adolescents, 2-19 years of age, 1976-2008
- Prevalence of obesity among adults by age
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- Figure 6: Prevalence of obesity and overweight among adults aged 20 Years or older, by gender and age, 1999-2008
- Diabetes strikes many older Americans
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- Figure 7: Estimated total prevalence of diabetes in people aged 20 years or older, by age group in the U.S., 2005
- High-fructose corn syrup and artificial sweeteners alienate consumers
Market Drivers—Demographic and Economic Factors
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- Key points
- Households with children impact fruit juice/juice drinks and milk categories
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- Figure 8: Households, by presence of children, 1998-2008
- Kid population growth offers better prospects for 2009-14 period
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- Figure 9: Population of kids aged 6-11, 2004-14
- Teen population growth to remain flat; growth through frequency
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- Figure 10: Teen population, 2004-14
- Black and Hispanic population projections offer growth potential for the market
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- Figure 11: Population by race and Hispanic origin, 2004-14
- Recession has negatively influenced the NAB market
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- Figure 12: Impact of recession on beverage purchase behavior, by presence of children, November 2009
The Consumer—Usage and Frequency of Use
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- Key points
- Most non-alcoholic beverages fail to grow consumer base
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- Figure 13: Summary of trends in personal consumption of soda, bottled water, sports drinks and energy drinks, May 2004-June 2009
- Household consumption of milk and juice remains stable
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- Figure 14: Summary of trends in household consumption of fruit juice/juice drinks, milk, powdered soft drinks, coffee, and tea, May 2004-June 2009
- Soda consumption trends
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- Figure 15: Trended personal incidence of drinking and volume consumption of soda, May 2004-June 2009
- Soda consumption by the key demographic groups
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- Figure 16: Adult soda usage, by sub-category, by gender, April 2008-June 2009
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- Figure 17: Adult soda usage, by sub-category, by age, April 2008-June 2009
- Bottled water consumption trends
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- Figure 18: Personal incidence and frequency of drinking bottled water, by type, May 2004-June 2009
- Bottled water consumption by key demographic groups
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- Figure 19: Personal incidence of drinking bottled water, by key demographic groups, April 2008-June 2009
- Energy drinks and sports drinks consumption trends
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- Figure 20: Personal incidence of usage and volume consumption of energy and sports drinks, May 2004-June 2009
- Sports and energy drinks consumption by key demographic groups
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- Figure 21: Personal incidence of usage of energy and sports drinks, by key demographic groups, April 2008-June 2009
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- Figure 22: Personal incidence of drinking energy shots, by age, November 2009
- Fruit juice and juice drinks’ household consumption trends
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- Figure 23: Household incidence and frequency* of fruit juice and juice drinks usage, May 2004-June 2009
- HH fruit and vegetable juices/drinks consumption by key demographic groups
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- Figure 24: Household consumption of orange juice, other fruit juice, and tomato/vegetable juices, by key demographic groups, April 2008-June 2009
- Milk’s household consumption trends
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- Figure 25: Household incidence of usage and volume consumption of milk, May 2004-June 2009
- HH milk consumption by key demographic groups
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- Figure 26: Household incidence milk usage, by type, by presence of children, April 2008-June 2009
- Coffee and RTD coffee consumption trends
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- Figure 27: Household incidence of usage and volume consumption of coffee, May 2004-June 2009
- Coffee and RTD coffee consumption by key demographic group
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- Figure 28: Household incidence of drinking coffee, by age, April 2008-June 2009
- RTD coffee
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- Figure 29: Personal incidence of drinking RTD coffee, by age, April 2008-June 2009
- Tea and RTD tea consumption trends
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- Figure 30: Personal incidence of drinking RTD iced tea and household incidence of using tea bags and loose tea, May 2004-June 2009
- Tea and RTD tea consumption by key demographic group
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- Figure 31: Personal incidence of drinking RTD iced tea and household incidence of using tea bags and loose tea, by age, April 2008-June 2009
How Beverages are Perceived and Evaluated
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- Beverage ranking with respect to its perception as healthy or unhealthy
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- Figure 32: Beverages perceived as most healthy (soda, energy, water, juice grouping), by gender, November 2009
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- Figure 33: Beverages perceived as most healthy (soda, energy, water, juice grouping), by age, November 2009
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- Figure 34: Beverages perceived as most healthy (milks and functional drinks), by gender, November 2009
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- Figure 35: Beverages perceived as most healthy (milks and functional drinks), by age, November 2009
- “Least healthy” beverage ranking
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- Figure 36: Beverages perceived as least healthy (soda, energy, water, juice grouping), by age, November 2009
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- Figure 37: Beverages perceived as least healthy (milks and functional drinks), by age, November 2009
- “Most calories” beverage ranking
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- Figure 38: Beverages perceived as having the most calories (soda, energy, water, juice grouping), by age, November 2009
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- Figure 39: Beverages perceived as having the most calories (milks and functional drinks), by age, November 2009
- Most convenient nutrition beverage ranking
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- Figure 40: Beverages perceived as providing the most convenient nutrition (soda, energy, water, juice grouping), by age, November 2009
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- Figure 41: Beverages perceived as providing the most convenient nutrition (milks and functional drinks), by age, November 2009
- Fits lifestyle goals
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- Figure 42: Beverages perceived as the best fit with lifestyle goals such as maintaining stamina (soda, energy, water, juice grouping), by gender, November 2009
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- Figure 43: Beverages perceived as the best fit with lifestyle goals such as maintaining stamina (milks and functional drinks), by gender, November 2009
- Thirst quenching
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- Figure 44: Beverages perceived as being the best thirst quenchers (soda, energy, water, juice grouping), by gender, November 2009
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- Figure 45: Beverages perceived as being the best thirst quenchers (soda, energy, water, juice grouping), by age, November 2009
- Energy
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- Figure 46: Beverages perceived as providing the most energy (soda, energy, water, juice grouping), by age, November 2009
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- Figure 47: Beverages perceived as providing the most energy (milks and functional drinks), by age, November 2009
- Is the most refreshing
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- Figure 48: Beverages perceived as being the most refreshing (soda, energy, water, juice grouping), by age, November 2009
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- Figure 49: Beverages perceived as being the most refreshing (milks and functional drinks grouping), by age, November 2009
- The most exciting advertising
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- Figure 50: Beverages perceived as having the most exciting advertising (soda, energy, water, juice grouping), by age, November 2009
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- Figure 51: Beverages perceived as having the most exciting advertising (milks and functional drinks), by age, November 2009
Immediate Vs. At-home Consumption
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- At-home versus immediate consumption for soda, sports drinks, energy drinks, and energy shots
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- Figure 52: At-home vs. immediate consumption of soda, energy drinks, energy shots, and sports drinks, November 2009
- At-home versus immediate consumption for bottled water and fruit juice/drinks
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- Figure 53: At-home vs. immediate consumption of fruit juice/drinks, and bottled water, November 2009
- At-home versus immediate consumption for all types of milk, soymilk, tea, and coffee
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- Figure 54: At-home vs. immediate consumption of milk, soymilk, fruit juice, juice drinks and tea/RTD tea and coffee/RTD coffee, November 2009
Beverage Purchase Decision Drivers
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- Health-related beverage attributes driving purchase decisions
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- Figure 55: Health-related factors that drive beverage purchase decisions, November 2009
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- Figure 56: Health-related factors that “usually” drive beverage purchase decisions, by gender, November 2009
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- Figure 57: Health-related factors that “usually” drive beverage purchase decisions, by age, November 2009
- Purchase driving attributes related to brands, price, promotion, packaging, and uniqueness
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- Figure 58: Factors that drive beverage purchase decisions, November 2009
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- Figure 59: Factors that drive beverage purchase decisions, by age, November 2009
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- Figure 60: Factors that drive beverage purchase decisions, by presence of children, November 2009
Attitudes and Behaviors towards Beverage Sweeteners
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- Perceptions of artificial sweeteners vs. natural sweeteners
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- Figure 61: Attitudes and behaviors towards artificial and natural no/low calorie sweeteners, by age, November 2009
- Attitudes towards naturally sweetened beverages and high-fructose corn syrup’s link to obesity
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- Figure 62: Attitudes towards natural sweeteners and high-fructose corn syrup, by gender, November 2009
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- Figure 63: Attitudes towards natural sweeteners and high-fructose corn syrup, by age, November 2009
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- Figure 64: Attitudes towards natural sweeteners and high-fructose corn syrup, by household income, November 2009
Impact of Recession on Beverage Purchase Behavior
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- Recession has impacted the NAB purchases for half of all NAB buyers
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- Figure 65: Impact of recession on beverage purchase behavior, by gender, November 2009
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- Figure 66: Impact of recession on beverage purchase behavior, by presence of children, November 2009
Attitudes towards Beverage Packaging
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- Key points
- Most consumers have very practical needs for packaging
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- Figure 67: Attitudes towards beverage packaging and labeling, by age, November 2009
- Preferred attributes in beverage packaging
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- Figure 68: Desirable attributes in beverage packaging, by gender, November 2009
Impact of Race/Hispanic Origin
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- Blacks and Hispanics offer growth potential for declining regular soda
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- Figure 69: Adult soda usage, by sub-category, by race/Hispanic origin, April 2008-June 2009
- Blacks, Hispanics, and Asian HHs key fruit juice/drinks consumer
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- Figure 70: Household consumption of orange juice, other fruit juice, and tomato/vegetable juices, by race/Hispanic origin, April 2008-June 2009
- Race/Hispanic origin impacts the milk consumption by type
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- Figure 71: Household incidence of milk usage, by type, by race/Hispanic origin, April 2008-June 2009
- Bottled water consumption by key demographic groups
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- Figure 72: Personal incidence of drinking bottled water, by race/Hispanic origin, April 2008-June 2009
- Energy drinks and sports drinks
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- Figure 73: Personal incidence of usage of energy and sports drinks, by race/Hispanic origin, April 2008-June 2009
- “Most calories” beverage ranking
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- Figure 74: Beverages perceived as having the most calories (soda, energy, water, juice grouping), by race/Hispanic origin, November 2009
- Most convenient nutrition beverage ranking
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- Figure 75: Beverages perceived as providing the most convenient nutrition (soda, energy, water, juice grouping), by race/Hispanic origin, November 2009
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- Figure 76: Beverages perceived as providing the most convenient nutrition (milks and functional drinks), by race/Hispanic origin, November 2009
- Energy
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- Figure 77: Beverages perceived as providing the most energy (soda, energy, water, juice grouping), by race/Hispanic origin, November 2009
- Most exciting advertising
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- Figure 78: Beverages perceived as having the most exciting advertising (soda, energy, water, juice grouping), by race/Hispanic origin, November 2009
- Beverage purchase decision drivers
- Health-related beverage attributes driving purchase decisions
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- Figure 79: Health-related factors that “usually” drive beverage purchase decisions, by race/Hispanic origin, November 2009
- Purchase driving attributes related to brands, price, promotion, packaging, and uniqueness
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- Figure 80: Factors that drive beverage purchase decisions, by race/Hispanic origin, November 2009
- Attitudes and behaviors towards beverage sweeteners
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- Figure 81: Attitudes and behaviors towards artificial and natural no/low calorie sweeteners, by race/Hispanic origin, November 2009
- Attitudes towards naturally sweetened beverages and high-fructose corn syrup’s link to obesity
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- Figure 82: Attitudes towards natural sweeteners and high-fructose corn syrup, by race/Hispanic origin, November 2009
- Attitudes towards beverage packaging
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- Figure 83: Attitudes towards beverage packaging and labeling, by race/Hispanic origin, November 2009
The Teen Consumer: Usage and Frequency of Use
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- Trends in drinking different types of beverages among teens
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- Figure 84: Personal consumption of different types of beverage among teens, by sub-category, May 2004-June 2009
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- Figure 85: personal consumption of different types of beverage among teens, by sub-category, by gender, May 2004-June 2009
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- Figure 86: Personal consumption of different types of beverage among teens, by sub-category, by age group, May 2004-June 2009
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- Figure 87: Personal consumption of different types of beverage among teens, by sub-category, by race/Hispanic origin, April 2008-June 2009
- Trends in volume consumption of soda, thirst quenchers and energy drinks among teens
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- Figure 88: Trends in volume consumption of diet soda, regular soda, thirst quenchers, and energy drinks among teens, May 2004-June 2009
- Trends in volume consumption of fruit juice/drinks, and bottled water among teens
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- Figure 89: Trends in volume consumption of other NABs among teens, May 2004-June 2009
- Soda, energy drinks, and sports drinks volume consumption among teens by gender and age
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- Figure 90: Personal volume consumption of diet soda, regular soda, thirst quenchers, and energy drinks among teens, by gender and age, April 2008-June 2009
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- Figure 91: Personal volume consumption of different types of beverage among teens, by gender and age, May 2004-June 2009
The Kid Consumer—Usage and Frequency of Use
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- Trends in drinking different types of beverages among kids aged 6-11
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- Figure 92: Personal consumption of different types of beverage among kids, May 2004-June 2009
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- Figure 93: Personal consumption of different types of beverage among kids, by gender and age, April 2008-June 2009
- Trends in the volume consumption of non-alcoholic beverages among kids
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- Figure 94: Trends in volume consumption of different types of non-alcoholic beverage among kids, May 2004-June 2009
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- Figure 95: Volume consumption of different types of non-alcoholic beverage among kids, by gender and age, April 2008-June 2009
Cluster Analysis
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- Recession-proof minimalists
- Who they are
- Opportunity
- Guzzlers of regular
- Who they are
- Opportunity
- Diet-conscious, heavy drinkers
- Who are they
- Opportunity
- Cluster characteristics
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- Figure 96: Non-alcoholic beverage purchaser clusters, November 2009
- Figure 97: Types of non-alcoholic beverages purchased, by non-alcoholic beverage purchaser clusters, November 2009
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- Figure 98: Non-alcoholic beverage health claims sought, by non-alcoholic beverage purchaser clusters, November 2009
- Figure 99: Non-alcoholic beverage consumer shopping habits, by non-alcoholic beverage purchaser clusters, November 2009
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- Figure 100: Attitudes and behaviors towards artificial and natural no/low calorie sweeteners, by non-alcoholic beverage buyer clusters, November 2009
- Figure 101: Attitudes towards natural sweeteners and high-fructose corn syrup, by non-alcoholic beverage buyer clusters, November 2009
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- Figure 102: Impact of the recession on non-alcoholic beverage purchases, by non-alcoholic beverage buyer clusters, November 2009
- Demographic tables
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- Figure 103: Non-alcoholic beverage buyer clusters, by gender, November 2009
- Figure 104: Non-alcoholic beverage buyer clusters, by age group, November 2009
- Figure 105: Non-alcoholic beverage buyer clusters, by household income group, November 2009
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- Figure 106: Non-alcoholic beverage buyer clusters, by race, November 2009
- Figure 107: Non-alcoholic beverage buyer clusters, by Hispanic origin, November 2009
- Cluster methodology
Custom Consumer Groups
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- Moms and non-moms
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- Figure 108: Personal consumption of different types of beverages, by moms and non-moms, April 2008-June 2009
- Non-alcoholic beverage consumption among people who try to eat healthier
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- Figure 109: Personal consumption of different types of beverages, by inclination to eat healthier, April 2008-June 2009
- Non-alcoholic beverage consumption among dieters
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- Figure 110: Personal consumption of different types of beverages, by attitudes towards watching diet or dieting, April 2008-June 2009
- Non-alcoholic beverage consumption among those who prefer fast food to home cooking
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- Figure 111: Personal consumption of different types of beverages, by preference of fast food to home cooking, April 2008-June 2009
- Non-alcoholic consumption among Hispanics by level of acculturation
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- Figure 112: Personal consumption of different types of beverages, by degree of Hispanic acculturation, April 2008-June 2009
- Attitudes towards beverage sweeteners by age and gender
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- Figure 113: Attitudes and behaviors towards artificial and natural no/low calorie sweeteners, by age and gender, November 2009
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- Figure 114: Attitudes towards natural sweeteners and high-fructose corn syrup, by age and gender, November 2009
- Women aged 35+ are the primary shoppers in the household
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- Figure 115: Primary food and beverage shopper in household, by age and gender, November 2009
Appendix—Additional Adult Consumer Comparisons
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- Figure 116: Adult soda usage, by sub-category, by presence of children, April 2008-June 2009
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- Figure 117: Beverages perceived as least healthy (soda, energy, water, juice grouping), by household income, November 2009
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- Figure 118: Beverages perceived as least healthy (milks and functional drinks), by household income, November 2009
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- Figure 119: Beverages perceived as the best fit with lifestyle goals such as maintaining stamina (soda, energy, water, juice grouping), by age, November 2009
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- Figure 120: Beverages perceived as being the most refreshing (soda, energy, water, juice grouping), by gender, November 2009
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- Figure 121: Health-related factors that “usually” drive beverage purchase decisions, by household income, November 2009
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- Figure 122: Health-related factors that “usually” drive beverage purchase decisions, by presence of children, November 2009
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- Figure 123: Factors that drive beverage purchase decisions, by gender, November 2009
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- Figure 124: Factors that drive beverage purchase decisions, by household income, November 2009
- Attitudes and behaviors towards beverage sweeteners
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- Figure 125: Attitudes and behaviors towards artificial and natural no/low calorie sweeteners, by gender, November 2009
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- Figure 126: Attitudes and behaviors towards artificial and natural no/low calorie sweeteners, by household income, November 2009
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- Figure 127: Attitudes and behaviors towards artificial and natural no/low calorie sweeteners, by presence of children, November 2009
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- Figure 128: Attitudes towards natural sweeteners and high-fructose corn syrup, by presence of children, November 2009
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- Figure 129: Impact of recession on beverage purchase behavior, by age, November 2009
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- Figure 130: Impact of recession on beverage purchase behavior, by household income, November 2009
- Preferred attributes in beverage packaging
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- Figure 131: Desirable attributes in beverage packaging, by age, November 2009
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Appendix—Additional Race/Hispanic Origin Comparisons
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- Impact of recession on Beverage Purchase Behavior
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- Figure 132: Impact of recession on beverage purchase behavior, by race/Hispanic origin, November 2009
Appendix: Trade Associations
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