Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Mintel Menu Insights
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Consumers react to recession…
- …creating tough times for the restaurant category
- Health and wellness trends encourage healthier beverage choices
- What’s on the beverage menu?
- Restaurant segments take different approaches to beverage menu
- Soda: the power of the brand
- Tea innovation: specialty teas
- Coffee innovation: co-existence of value and premium
- Frozen beverage innovation: blurring the lines
- Top beverage brands in restaurants and the advertising landscape
- Health and price—motivators to shift away from “unhealthy” restaurant beverages
- Consumers gravitating towards natural beverage choices
- Beverage diversity appeals to under-35s and Asians
- What the kids are drinking
Insights and Opportunities
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- Overview
- Insight into beverage restaurant trends
- Let’s start with the good news
- Here’s the bad news
- Let’s explore the opportunities
- Spinning health on the beverage menu
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- Figure 1: Leading health-related claims for non-alcoholic restaurant beverages, Q4 2007-Q4 2009
- The takeaway for restaurants
- Demand for beverage diversity
- The takeaway for restaurants
Inspire Insights
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- Dual trends: Customization and Tug of War
- Customization—It’s about getting what you want, the way you want it
- Tug of war—It’s about balancing health versus indulgence
- What we’ve seen
- Beverage bar
Market Factors
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- Consumer confidence shattered by recession
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- Figure 2: Unemployment and underemployment rates, January 2007-January 2010
- Figure 3: Real personal disposable income, January 2007-December 2009
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- Figure 4: Consumer sentiment index, by quarter, 2001-09
- Restaurant sales a casualty of recession
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- Figure 5: Consumer Price Index for key consumer markets, August 2007-09
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- Figure 6: Restaurant Performance Index, current situation, and expectations, January 2009-December 2009
- Americans’ waistlines expand
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- Figure 7: Percentage of population who are overweight or obese, 20-74 years of age, 1988-2006
- Figure 8: Incidence of presently watching/controlling diet, 2003 and 2008
- Growing consumer concern about the negative side effects of obesity
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- Figure 9: Reasons for watching/controlling diet, 2003 and 2008
- Obesity among children—concern for future obese adults
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- Figure 10: Percentage of population who are overweight or obese, 2-19 years of age, 1976-2006
- Obesity and beverage consumption—there’s a connection
- Sugar in beverages is the culprit—how much sugar do we need?
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- Figure 11: Average sugar* intake on any given day by drinking certain non-alcoholic beverages, by gender, by age, 2006
- Health trends shape consumer restaurant beverage choices
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- Figure 12: Changes in consumption of non-alcoholic beverages at restaurants, by type, January 2010
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- Figure 13: Future expectations to change consumption of non-alcoholic beverages at restaurants, by type, January 2010
Beverage Trends: Types of Non-Alcoholic Drinks
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- Key points
- Beverage menu trends
- Soda accounts for nearly a third of all non-alcoholic beverages on the menu
- Orange and strawberry most popular flavors on the menu
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- Figure 15: Taco Bell television ad, Frutista Freeze, July 2009
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- Figure 16: Top 15 non-alcoholic beverage flavors at restaurants, Q4 2007-Q4 2009
- Trend forward
Beverage Trends: Restaurant Segments
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- Key points
- QSRs have the largest beverage menu; fast casual most limited
- QSR Beverage Capsule
- Family Restaurant Beverage Capsule
- Casual Restaurant Beverage Capsule
- Fine Dining Beverage Capsule
- Fast Casual Beverage Capsule
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- Figure 17: Top 15 non-alcoholic beverage types, by restaurant segment, Q4 2009
- Casual restaurants’ beverage options are the most satisfying
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- Figure 18: Level of satisfaction with restaurant beverage options, by restaurant segment, January 2010
Innovations and Innovators: Soda
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- Key points
- The power of brands
- Coke dominates fountain beverages
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- Figure 19: Top 15 brands of soda beverages on the menu, Q4 2007-Q4 2009
- Higher soda prices drive profitability even higher
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- Figure 20: Top 15 non-alcoholic beverage types at restaurants, by average price, Q4 2007-Q4 2009
Innovations and Innovators: Tea
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- Key points
- Trends and innovations of tea beverages
- QSRs and Family restaurants impose greatest price increases
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- Figure 21: Average price of tea, by restaurant segment, Q4 2007-Q4 2009
- Tea as a BFY beverage
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- Figure 22: Tea beverages at restaurants, by nutritional claim, Q4 2007-Q4 2009
- Specialty teas
- Fruit flavor inspirations
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- Figure 23: Top 15 tea flavors, by restaurant segment, Q4 2009
Innovations and Innovators: Coffee
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- Key points
- Trends and innovations of coffee beverages
- QSRs most innovative with coffee menus
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- Figure 24: Top non-alcoholic coffee beverage types, by restaurant segment, Q4 2009
- Number of coffee drinks down, new specialty coffees on the rise
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- Figure 25: Top non-alcoholic coffee beverage types at restaurants, Q4 2007-Q4 2009
- Coffee prices on the rise—what about Starbucks?
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- Figure 26: Starbucks television ad, Don’t believe everything you hear, June 2009
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- Figure 27: Average price of non-alcoholic coffee beverage types at restaurants, Q4 2007-Q4 2009
Innovations and Innovators: Frozen Beverages
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- Key points
- Trends and innovations of frozen beverages
- Smoothies getting more play on non-smoothie shop beverage menus
- Shakes remain a frozen beverage stalwart
- Restaurants turn to slush innovations as an economical beverage option
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- Figure 28: Non-alcoholic frozen beverage types at restaurants, Q4 2007-Q4 2009
- Smoothies top price point in frozen beverages
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- Figure 29: Average price of non-alcoholic frozen beverage types at restaurants, Q4 2007-Q4 2009
Brands and the Advertising Landscape
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- Overview of the brand landscape
- Brand analysis: McDonald’s
- Sales performance
- Focus on premium at a value
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- Figure 30: McDonald’s television ad, McCafé Coffee Break, May 2009
- Continuing to diversify beverage menu
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- Figure 31: McDonald’s television ad, McCafé Frappés, November 2009
- Targeting the affluent
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- Figure 32: Brand analysis of McDonald’s beverage platform, 2010
- Brand analysis: Dunkin’ Donuts
- Sales performance
- Value promotions and innovation lead to increased loyalty
- Marketing healthy beverages on the menu
- Usage of social media
- Targeting the on-the-go younger consumer
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- Figure 33: Dunkin’ Donuts television ad, Dunkin’ Donuts Coffee, March 2010
- Figure 34: Brand analysis of Dunkin’ Donuts’ beverage platform, 2010
- Brand analysis: Sonic
- Sales performance
- Marketing and promotion of the beverage menu
- Targeting the snacker
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- Figure 35: Sonic’s television ad, Carhop on Skates, October 2009
- Figure 36: Brand analysis of Sonic’s beverage platform, 2010
- Adspend
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- Figure 37: Select restaurant advertisers*, by segment, 2007 and 2008
Non-Alcoholic Beverage Consumption: An Overview
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- Key points
- Choice of beverage differs at restaurants than when consuming at home
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- Figure 38: Non-alcoholic beverage consumption, by beverage type at home and restaurants, January 2010
- Types of non-alcoholic beverages drunk at restaurants
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- Figure 39: Types of non-alcoholic beverages drunk at restaurants, by gender, January 2010
- Younger adults more likely to deviate from traditional non-alcoholic beverages
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- Figure 40: Types of non-alcoholic beverages drunk at restaurants, by age, January 2010
- Higher-income households more likely to order beverages
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- Figure 41: Types of non-alcoholic beverages drunk at restaurants, by HH income, January 2010
Shifts in Consumption Patterns
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- Key points
- More bottled water at restaurants; less dessert beverages
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- Figure 42: Changes in consumption of non-alcoholic beverages at restaurants, by type, January 2010
- Reasons for drinking fewer non-alcoholic beverages
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- Figure 43: Reasons for drinking fewer non-alcoholic beverages at restaurants, by gender, January 2010
- Tap water replacing beverages to save money
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- Figure 44: How budgeting more has changed consumption of non-alcoholic beverages at restaurants, by gender, January 2010
- Expectations for future: shift to healthier non-alcoholic beverages
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- Figure 45: Future expectations to change consumption of non-alcoholic beverages at restaurants, by type, January 2010
Attitudes and Behaviors of Non-Alcoholic Beverage Drinkers
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- Key points
- Health perceptions
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- Figure 46: Health perceptions of non-alcoholic beverages, by gender, January 2010
- Younger age groups more health-aware in beverage choices
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- Figure 47: Health perceptions of non-alcoholic beverages, by age, January 2010
- Ordering behavior
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- Figure 48: Non-alcoholic beverage ordering behavior, by gender, January 2010
- Younger beverage drinkers more adventurous when ordering
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- Figure 49: Non-alcoholic beverage ordering behavior, by age, January 2010
- Decision influencers and important factors
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- Figure 50: Decision influencers and important factors regarding drink and restaurant choice, by gender, January 2010
- Younger restaurant users drinking wider variety of non-alcoholic beverages
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- Figure 51: Decision influencers and important factors regarding drink and restaurant choice, by age, January 2010
Non-Alcoholic Beverage Choices for Kids
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- Key points
- Juice is the most ordered beverage for kids
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- Figure 52: Beverages parents order for their child, by gender, January 2010
- Child’s request drives beverage choice
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- Figure 53: Decision influencers on parents’ choice of beverage for their child, by gender, January 2010
Beverages Consumers Want to See More Of
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- Key points
- Consumers are looking for healthier options on the beverage menu
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- Figure 54: What consumers want to see more of on the beverage menu, by gender, January 2010
- Young beverage drinkers looking for greater variety of soda flavors
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- Figure 55: What consumers want to see more of on the beverage menu, by age, January 2010
Impact of Race/Hispanic Origin
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- Key points
- Asians prefer less traditional beverages at restaurants
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- Figure 56: Types of non-alcoholic beverages drunk at restaurants, by race/Hispanic origin, January 2010
- Asians show most interest in BFY non-alcoholic drinks
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- Figure 57: Health perceptions of non-alcoholic beverages, by race/Hispanic origin, January 2010
- Asians most likely to order beverage options beyond soda
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- Figure 58: Non-alcoholic beverage ordering behavior, by race/Hispanic origin, January 2010
- Blacks want bottled water choices; Asians interested in smoothies
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- Figure 59: What consumers want to see more of on the beverage menu, by race/Hispanic origin, January 2010
Cluster Analysis
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- Coffee with no refill
- Cluster demographics
- Cluster characteristics
- Opportunities
- Multi-beveragists
- Cluster demographics
- Cluster characteristics
- Opportunities
- Same old soda
- Cluster demographics
- Cluster characteristics
- Opportunities
- Cluster characteristics
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- Figure 60: Restaurant clusters, January 2010
- Figure 61: Restaurant usage frequency, by restaurant clusters, January 2010
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- Figure 62: Non-alcoholic beverage consumption, by beverage type at home and restaurants, by restaurant clusters, January 2010
- Figure 63: Health perceptions of non-alcoholic beverages, by restaurant clusters, January 2010
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- Figure 64: Non-alcoholic beverage ordering behavior, by restaurant clusters, January 2010
- Figure 65: Decision influencers and important factors regarding drink and restaurant choice, by restaurant clusters, January 2010
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- Figure 66: Satisfaction level of non-alcoholic beverage choices, by restaurant segment, by restaurant clusters, January 2010
- Cluster demographics
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- Figure 67: Restaurant clusters, by gender, January 2010
- Figure 68: Restaurant clusters, by age, January 2010
- Figure 69: Restaurant cluster, by household income, January 2010
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- Figure 70: Restaurant clusters, by race, January 2010
- Figure 71: Restaurant clusters, by Hispanic origin, January 2010
- Cluster methodology
Appendix: Trade Associations
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