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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- Consumer frugality impacts non-alcoholic beverage use at restaurants
- Connection between obesity and sugary beverages
- Trends on the beverage menu
- Differences in non-alcoholic beverages by restaurant segment
- Opportunity to leverage the health value of tea
- Innovation lacking in coffee beverage menu items
- Frozen beverages allow consumers choice of indulgence or health
- Beverages often bought at restaurants without buying a meal
- Non-alcoholic beverages drunk by kids
Insights and Opportunities
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- The “healthy” beverage predicament
- Insights
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- Figure 1: Incidence of watching diet, 2008-10
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- Figure 2: Types of food bought when watching diet, 2008-10
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- Figure 3: Incidence of non-alcoholic beverage use, by healthy attitudes, July 2009-September 2010
- Opportunities
Inspire Insights
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- Trend: Snack Society
Market Factors
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- Restaurant industry outlook is positive
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- Figure 4: NRA performance indices, January 2009-January 2011
- Restaurant sales continue to climb
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- Figure 5: Adjusted foodservice and drinking places sales, January 2008-January 2011
- Unemployment and underemployment still high
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- Figure 6: Unemployment and underemployment rates, January 2007-February 2011
- Consumers have more cash and confidence
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- Figure 7: Real personal disposable income, January 2007-December 2010
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- Figure 8: Consumer Sentiment Index, March 2007-February 2011
- Obesity rates steady, but still high
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- Figure 9: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
- Children following in parents’ footsteps
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- Figure 10: Prevalence of obesity among children aged 2-19, 1988-2008
- Health trends shape consumer restaurant beverage choices
- Shift away from soda
- The focus on sugar in beverages
Beverage Trends: Types of Non-alcoholic Drink
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- Key points
- Beverage menu trends
- More milk and tea available on restaurant beverage menus
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- Figure 11: Incidence of leading types of non-alcoholic beverage on the menu, Q4 2008-Q4 2010
- Tea and water prices increase the most; milk and soda are least expensive
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- Figure 12: Average price of leading types of non-alcoholic beverage on the menu, Q4 2008-Q4 2010
- Trend forward
Beverage Trends: Restaurant Segments
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- Key points
- QSRs offer the largest number of beverage menu items
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- Figure 13: Incidence of non-alcoholic beverage items on the menu, by restaurant segment, Q4 2008-Q4 2010
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- Figure 14: Number of distinct restaurants**, by restaurant segment, Q4 2008-Q4 2010
- Fine dining segment implements greatest price increase
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- Figure 15: Average price of non-alcoholic beverage items on the menu, by restaurant segment, Q4 2008-Q4 2010
- Fine dining commands highest prices in each beverage segment
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- Figure 16: Average price of non-alcoholic beverage items on the menu, by restaurant segment, Q4 2010
- Casual restaurants provide most satisfaction
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- Figure 17: Level of satisfaction with restaurant beverage options, by restaurant segment, December 2010
Menu Analysis: Tea
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- Key points
- Solid growth in number of tea beverages on menu
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- Figure 18: Incidence of leading types of tea beverage on the menu, Q4 2008-Q4 2010
- Specialty teas command higher prices
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- Figure 19: Average price of leading types of tea beverage on the menu, Q4 2008-Q4 2010
- Figure 20: McDonald’s television ad, sweet tea, March 2011
- Gourmet, artisan tea is gaining momentum
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- Figure 21: Incidence of leading marketing and nutritional claims of tea beverages on the menu, Q4 2008-Q4 2010
Menu Analysis: Coffee
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- Key points
- Number of coffee items on the menu remains stagnant
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- Figure 22: Incidence of leading types of coffee beverage on the menu, Q4 2008-Q4 2010
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- Figure 23: McDonald’s television ad, McCafé Frappé, October 2011
- Solid price increases in coffee menu items
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- Figure 24: Average price of leading types of coffee beverage on the menu, Q4 2008-Q4 2010
- Nonfat, sugar-free coffees post strongest growth
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- Figure 25: Incidence of leading marketing and nutritional claims of coffee beverages on the menu, Q4 2008-Q4 2010
- Spice-infused coffees gaining popularity
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- Figure 26: Incidence of leading flavors of coffee beverages on the menu, Q4 2008-Q42010
Menu Analysis: Frozen Beverages
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- Key points
- Smoothies continue to emerge on restaurant menus
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- Figure 27: Incidence of leading types of frozen beverages on the menu, Q4 2008-Q42010
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- Figure 28: McDonald’s television ad, Shamrock Shake, February 2011
- Prices of frozen beverages rise slowly
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- Figure 29: Average price of leading types of frozen beverage on the menu, Q4 2008-Q4 2010
- Frozen beverages going organic
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- Figure 30: Incidence of leading marketing and nutritional claims of frozen beverages on the menu, Q4 2008-Q4 2010
- Strawberry tops frozen beverage flavor list
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- Figure 31: Incidence of leading flavors of frozen beverages on the menu, Q4 2008-Q42010
Marketing Strategies
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- Overview
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- Figure 32: Select restaurant advertisers*, by segment, 2008 and 2009
- Marketing the beverage menu
- Sonic: A fast food player with strong beverage platform
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- Figure 33: Sonic’s television ad, Sundae Shakes, January 2011
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- Figure 34: Sonicdrivein.com monthly visits, February 2010-January 2011
- Figure 35: Demographic index* for sonicdrivein.com, by age, April 2010
- McDonald’s: Marketing a new beverage concept
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- Figure 36: McDonald’s television ad, McCafé Iced Coffee, March 2011
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- Figure 37: McDonald’s television ad, McCafé Real Fruit Smoothies, August 2010
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- Figure 38: McDonalds.com monthly visits, February 2010-January 2011
- Figure 39: Demographic index* for mcdonalds.com, by gender, April 2010
- Jamba Juice engages with social media
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- Figure 40: Jambajuice.com monthly visits, February 2010-January 2011
Usage of Non-alcoholic Beverages at Restaurants
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- Key points
- Regular soda and coffee most popular non-alcoholic beverages
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- Figure 41: Types of non-alcoholic beverage ordered from a restaurant, by gender, December 2010
- Under-25s more likely to order all types of non-alcoholic beverage
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- Figure 42: Types of non-alcoholic beverage ordered from a restaurant, by age, December 2010
- Less affluent drink regular soda while high incomes order diet
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- Figure 43: Types of non-alcoholic beverage ordered from a restaurant, by household income, December 2010
- On-premise consumption of non-alcoholic beverages stronger than takeout
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- Figure 44: Types of non-alcoholic beverage ordered at restaurants, on-premise vs. takeout, December 2010
Beverage-only Purchases
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- Key points
- Incidence of beverage-only purchases
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- Figure 45: Frequency of beverage-only purchases, by type, December 2010
- Under-25s most frequent beverage-only purchasers
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- Figure 46: Frequency of beverage-only purchases, by age, December 2010
Shifts in Consumption Patterns
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- Key points
- Regular soda and shakes drunk less often
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- Figure 47: Shifts in consumption of non-alcoholic beverages at restaurants, by type, December 2010
- Reasons for drinking fewer non-alcoholic beverages
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- Figure 48: Reasons for drinking fewer non-alcoholic beverages at restaurants, by gender, December 2010
- Older consumers drinking more tap water as an economical and healthy drink alternative
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- Figure 49: Reasons for drinking fewer non-alcoholic beverages at restaurants, by age, December 2010
- Budgetary reasons aren’t necessarily why lower incomes drink fewer beverages
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- Figure 50: Reasons for drinking fewer non-alcoholic beverages at restaurants, by household income, December 2010
Attitudes and Behaviors of Non-alcoholic Beverage Drinkers
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- Key points
- Health perceptions
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- Figure 51: Health perceptions of non-alcoholic beverages, by gender, December 2010
- Older consumers less interested in nutritional transparency
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- Figure 52: Health perceptions of non-alcoholic beverages, by age, December 2010
- Ordering behavior
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- Figure 53: Non-alcoholic beverage ordering behavior, by gender, December 2010
- Under-35s more willing to try new flavors in non-alcoholic beverages
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- Figure 54: Non-alcoholic beverage ordering behavior, by age, December 2010
- Decision influencers
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- Figure 55: Decision influencers and important factors regarding drink and restaurant choice, by gender, December 2010
- Under-35s more influenced by brand and beverage variety
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- Figure 56: Decision influencers and important factors regarding drink and restaurant choice, by age, December 2010
Non-alcoholic Beverage Choices for Kids
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- Key points
- Majority of kids drink restaurant beverages—juice and milk most popular
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- Figure 57: Types of non-alcoholic beverage consumed by kids at restaurants, dads vs. moms, December 2010
- Beverage choice varies by age of child
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- Figure 58: Types of non-alcoholic beverage consumed by kids at restaurants, by age of child, December 2010
- Kids’ preferences drive restaurant beverage choice
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- Figure 59: Decision influencers on child’s beverage choice, dads vs. moms, December 2010
Impact of Race/Hispanic Origin
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- Key points
- Asians order a variety of non-alcoholic beverages at restaurants
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- Figure 60: Types of non-alcoholic beverage ordered from a restaurant, by race/Hispanic origin, December 2010
- Asians have high frequency for beverage-only purchases
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- Figure 61: Frequency of beverage-only purchases, by race/Hispanic origin, December 2010
- Asians have strong health perceptions regarding non-alcoholic drinks
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- Figure 62: Health perceptions of non-alcoholic beverages, by race/Hispanic origin, December 2010
- Asians and Hispanics plan to order healthier non-alcoholic beverages
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- Figure 63: Non-alcoholic beverage ordering behavior, by race/Hispanic origin, December 2010
- Variety and combo meals influence Asians’ restaurant choice
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- Figure 64: Decision influencers and important factors regarding drink and restaurant choice, by race/Hispanic origin, December 2010
Cluster Analysis
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- Unchanging Drinkers
- Demographics
- Characteristics
- Opportunities
- Rarely Non-alcoholics
- Demographics
- Characteristics
- Opportunities
- Satisfied, Frequent Guzzlers
- Demographics
- Characteristics
- Opportunities
- Characteristic tables
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- Figure 65: Non-alcoholic beverage clusters, December 2010
- Figure 66: Frequency of beverage-only purchases by type, by non-alcoholic beverage clusters, December 2010
- Figure 67: Shifts in consumption of non-alcoholic soda beverages at restaurants, by non-alcoholic beverage clusters, December 2010
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- Figure 68: Shifts in consumption of non-alcoholic tea and coffee beverages at restaurants, by non-alcoholic beverage clusters, December 2010
- Figure 69: Shifts in consumption of non-alcoholic frozen beverages at restaurants, by non-alcoholic beverage clusters, December 2010
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- Figure 70: Shifts in consumption of other non-alcoholic beverages at restaurants, by non-alcoholic beverage clusters, December 2010
- Figure 71: Level of satisfaction with restaurant beverage options, by non-alcoholic beverage clusters, December 2010
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- Figure 72: Health perceptions of non-alcoholic beverages, by non-alcoholic beverage clusters, December 2010
- Figure 73: Non-alcoholic beverage ordering behavior, by non-alcoholic beverage clusters, December 2010
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- Figure 74: Decision influencers and important factors regarding drink and restaurant choice, by non-alcoholic beverage clusters, December 2010
- Demographic tables
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- Figure 75: Non-alcoholic beverage clusters, by gender, December 2010
- Figure 76: Non-alcoholic beverage clusters, by age, December 2010
- Figure 77: Non-alcoholic beverage clusters, by household income, December 2010
- Figure 78: Non-alcoholic beverage clusters, by race, December 2010
- Figure 79: Non-alcoholic beverage clusters, by Hispanic origin, December 2010
- Cluster methodology
Custom Groups: Light, Medium, and Heavy Users
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- Types of non-alcoholic beverage ordered from restaurants
- Heavy users significantly more likely to order all types of beverage at restaurants
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- Figure 80: Types of non-alcoholic beverage ordered from a restaurant, by usage frequency groups, December 2010
- Medium users most likely to not order non-alcoholic beverages at restaurants
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- Figure 81: Types of non-alcoholic beverage ordered for on-premise consumption, by usage frequency groups, December 2010
- Heavy users have high incidence for ordering beverages for takeout
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- Figure 82: Types of non-alcoholic beverage ordered for takeout, by usage frequency groups, December 2010
- Attitudes and behaviors in non-alcoholic beverage consumption
- Heavy users show greater interest in healthy non-alcoholic beverages
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- Figure 83: Health perceptions of non-alcoholic beverages, by usage frequency groups, December 2010
- Medium users interested in new flavors and plan to drink healthier beverages
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- Figure 84: Non-alcoholic beverage ordering behavior, by usage frequency groups, December 2010
- The beverage menu plays more heavily into restaurant choice of heavy users
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- Figure 85: Decision influencers and important factors regarding drink and restaurant choice, by usage frequency groups, December 2010
Appendix: Trade Associations
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