Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- Convenience, healthier habits encourage consumers to return to bottled water
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- Figure 1: Total U.S. sales and fan chart forecast, bottled water, at current prices, 2007-17
- Growth in sparkling water outpaces smaller increases in still water categories
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- Figure 2: Total U.S. retail sales, bottled water, by segment, at current prices, 2007-12
- Market factors
- Tap water tops bottled water in terms of consumption preference
- Category’s fate is tied to economic stabilization
- Low- to no-calorie counts help position bottled water as proactive about obesity
- Hispanics opt for bottled water as a healthier beverage
- Retail channels
- Other retail channel retains its dominance in bottled water sales
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- Figure 3: U.S. bottled water sales, by channel, 2007-12
- Leading companies
- Nestlé Waters enjoys status as leading bottled water manufacturer
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- Figure 4: MULO sales of bottled water, by leading companies, rolling 52 weeks 2011 and 2012
- The consumer
- Water more likely to be on the increase than other surveyed beverage categories
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- Figure 5: Increase in personal nonalcoholic drinking habits, by water categories, November 2012
- Lowest price, taste most important purchase factors for unflavored still water
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- Figure 6: Factors influencing unflavored noncarbonated bottled water purchase, November 2012
- Flavor, formulation most important for flavored bottled water drinkers
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- Figure 7: Factors influencing flavored and/or enhanced bottled water consumption, November 2012
- Healthy reputation bringing more consumers to the sparkling water segment
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- Figure 8: Change in sparkling water drinking habits, by reasons for personal consumption, November 2012
- What we think
Issues in the Market
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- Has bottled water been able to rebound from its recessionary decline?
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- Figure 9: Consumption of noncarbonated bottled spring water, Spring 2008-12
- What are the lasting effects of bottled water’s eco-backlash?
- Can sparkling bottled water continue to glisten?
- What is enhanced water’s place in the new bottled water landscape?
- How can bottled water capitalize on the growth of beverage mixes?
Insights and Opportunities
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- Bottled waters that give back create additional purchase justification
- Branded water refill stations address missed on-the-go opportunities
- New packaging could expand appeal of sparkling water among men
Trend Applications
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- Trend: Help Me Help Myself
- Trend: Make It Mine
- 2015 Trend: Old Gold
Market Size and Forecast
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- Key points
- Consumers switch focus from wallet to waistline, boosting water sales
- Sparkling water leads to bubbly results for bottled water category
- Sales and forecast of market
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- Figure 10: Total U.S. retail sales and forecast of U.S. bottled water market, at current prices, 2007-17
- Figure 11: Total U.S. retail sales and forecast of market, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 12: Total U.S. sales and fan chart forecast of U.S. bottled water market, at current prices, 2007-17
Market Drivers
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- Key points
- Economic stabilization could lead to better rebound for industry
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- Figure 13: Real disposable personal income, January 2007-December 2012
- Spotlight on obesity bodes well for low- to no-calorie waters
- Hispanics, blacks embrace bottled water
Competitive Context
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- Key points
- Tap water continues to edge out bottled, but some consumers drink both
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- Figure 14: Change in personal nonalcoholic drinking habits, by bottled water drinker, November 2012
- Figure 15: Change in tap water consumption, by reasons for personal consumption, November 2012
- Filtered water devices deter some consumers from bottled water
- Bottled water consumption overlaps with other nonalcoholic categories
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- Figure 16: Bottled water drinking habits, by personal nonalcoholic drinking habits, November 2012
Segment Performance
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- Key points
- Consumers return to bottled water following recessionary drought
- Sales of bottled water, by segment
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- Figure 17: Total U.S. retail sales and forecast of bottled water, by segment, at current prices, 2007-17
- Sparkling water stealing market share from still water segments
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- Figure 18: Total U.S. retail sales of bottled water, by segment, at current prices, 2010 and 2012
- Launches split between new packaging, product innovations
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- Figure 19: Bottled water new product launches, by launch type, Feb. 1, 2012-Feb. 1, 2013
- Figure 20: Bottled water launches, by claim category, Feb. 1, 2012-Feb. 1, 2013
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- Figure 21: Bottled water launches, by package material, Feb. 1, 2012-Feb. 1, 2013
Segment Performance—Noncarbonated Bottled Water
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- Key points
- Convenience, health help still bottled water regain sales momentum
- Sales and forecast of convenience/PET still bottled water
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- Figure 22: Total U.S. retail sales and forecast of convenience/PET still bottled water, 2007-17
- Private label bottled water showcases strong growth
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- Figure 23: Total retail sales and forecast of convenience/PET still bottled water, by subsegment, 2007-17
- Larger volume still water continues to struggle
- Sales and forecast of jug/bulk bottled water sales
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- Figure 24: Total U.S. retail sales and forecast of jug/bulk bottled water, at current prices, 2007-17
Segment Performance—Sparkling Water
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- Key points
- Sparkling water to continue rapid growth through 2017
- Sales and forecast of sparkling water
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- Figure 25: Total U.S. retail sales and forecast of sparkling bottled water, at current prices, 2007-17
- Flavored sparkling water leading segment’s growth
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- Figure 26: Total retail sales and forecast of sparkling water, by subsegment, at current prices, 2007-17
Retail Channels
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- Key points
- Stock-up purchases fuel sales in other, supermarket channels
- Sales of bottled water market, by channel
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- Figure 27: Sales of U.S. bottled water market, by channel, 2007-12
- Other retail channel steals share from supermarkets
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- Figure 28: Total U.S. retail sales of bottled water, by channel, at current prices, 2010-12
Leading Companies
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- Key points
- Nestlé’s portfolio fends off private label as the best seller in 2012
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- Figure 29: MULO sales of bottled water, by leading companies, rolling 52 weeks 2011 and 2012
Brand Share—Unflavored Noncarbonated Water
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- Key points
- National brands remain competitive with regional spring water offerings
- Manufacturer sales of convenience/PET still bottled water
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- Figure 30: MULO sales of convenience/PET still bottled water, by leading companies, 2011-12
- Greener packaging a focus for many unflavored bottled water brands
- Bulk bottled water sales remain steady through 2012
- Manufacturer sales of jug/bulk bottled water
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- Figure 31: MULO sales of jug/bulk bottled water, by leading companies, rolling 52 weeks 2011 and 2012
Brand Share—Flavored Noncarbonated Water
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- Key points
- Vitaminwater Zero one of few bright spots in flavored water segment
- Manufacturer sales of flavored and/or enhanced bottled water
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- Figure 32: MULO sales of flavored still bottled water, by leading companies, 2011 and 2012
- Innovations hope to reinvigorate flavored segment
Brand Share—Sparkling Water
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- Key points
- Imported brands continue to drive unflavored sparkling water sales
- Manufacturer sales of unflavored sparkling water
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- Figure 33: MULO sales of unflavored sparkling/mineral water, by leading companies, 2011 and 2012
- Sparkling Ice leading the impressive growth of flavored sparkling water
- Manufacturer sales of flavored sparkling water
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- Figure 34: MULO sales of flavored sparkling/mineral water, by leading companies, 2011 and 2012
- Private label capitalizing on growth in flavored sparkling spring water
Innovations and Innovators
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- Uncommon flavors could encourage trial among curious consumers
- Seeking connection through targeted formulations, products
- Celebrity partnerships add intrigue to existing, new brands
- Global innovations offer new shapes, claims to consider
Marketing Strategies
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- Brand analysis: Aquafina
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- Figure 35: Brand analysis of Aquafina, 2013
- Online initiatives
- Brand analysis: Vitaminwater
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- Figure 36: Brand analysis of Vitaminwater, 2013
- Online initiatives
- TV presence
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- Figure 37: Glaceau Vitaminwater, TV ad, 2013
- Print and other
- Brand analysis: Perrier
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- Figure 38: Perrier, TV ad, 2012
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- Figure 39: Brand analysis of brand, 2013
- Online initiatives
Consumption of Water vs. Other Beverages
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- Key points
- Water consumption on the increase, more than other beverages
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- Figure 40: Change in personal nonalcoholic drinking habits, by water categories, November 2012
- Tap, unflavored bottled water lead growing segments
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- Figure 41: Change in personal nonalcoholic drinking habits, by individual categories, November 2012
- Bundle offers could take advantage of cross-consumption
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- Figure 42: Change in personal nonalcoholic drinking habits, by bottled water drinker, November 2012
- Store brand an active competitor to branded bottled water
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- Figure 43: Attitudes and behaviors toward store brand bottled water, by age, November 2012
- Figure 44: Attitudes toward tap water and store brands, by household income, November 2012
- Households with children are particularly fond of bottled water
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- Figure 45: Change in water drinking habits, by presence of children in household, November 2012
- Teens’ noncarbonated water consumption has declined since 2007
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- Figure 46: Teen consumption of noncarbonated bottled spring water, April 2007-June 2012
- Men, particularly young men, fans of flavored, sparkling waters
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- Figure 47: Change in flavored and sparkling bottled water, by gender and age, November 2012
Unflavored Bottled Water—Usage and Preferences
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- Key points
- Portability is a top reason for unflavored bottled water consumption
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- Figure 48: Unflavored noncarbonated water consumption, by reasons for consumption, November 2012
- Lowest price, taste most important purchase factors
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- Figure 49: Factors influencing unflavored still water consumption, by gender and age, November 2012
- Eco-friendly packaging more important to young men and women
- Unflavored bottled water has taste appeal compared to tap water
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- Figure 50: Reasons for consumption of unflavored water, November 2012
- Teens prefer unflavored bottled water options
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- Figure 51: Teen consumption of still bottled spring water, by gender and age, April 2011-June 2012
- Figure 52: Teen consumption of still bottled spring water, by gender and age, April 2011-June 2012
Flavored Bottled Water—Usage and Preferences
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- Key points
- Women aged 18-54, young men flock to flavored noncarbonated water
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- Figure 53: Consumption of still bottled spring water, by gender and age, April 2011-June 2012
- Flavor beats out lowest price as most important purchase factor
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- Figure 54: Factors influencing flavored and/or enhanced water consumption, by age, November 2012
- An enhanced water a day keeps the doctor away?
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- Figure 55: Attitudes and behaviors toward enhanced bottled water, by age, November 2012
- Flavored, functional waters face pressure from beverage mixes
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- Figure 56: Factors influencing flavored water consumption, by beverage mix use, November 2012
- Reduced calories should continue to be focus for flavored waters
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- Figure 57: Personal flavored water consumption, by reasons for consumption of water, November 2012
Sparkling Bottled Water—Usage and Preferences
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- Key points
- Sparkling water seen as healthier than soft drinks
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- Figure 58: Attitudes and behaviors toward sparkling bottled water, by health, by age, November 2012
- Nearly half drink sparkling water because of doctor recommendation
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- Figure 59: Change in sparkling water drinking habits, by reasons for consumption of water, November 2012
- Unflavored sparkling water skews older, flavored options younger
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- Figure 60: Consumption of sparkling water, by gender and age, April 2011-June 2012
- Flavored sparkling water usage trending upward since 2008
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- Figure 61: Consumption of sparkling water/seltzers/natural sodas, by type, April 2007-June 2012
- Sparkling water consumption among teens declining
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- Figure 62: Teen consumption of sparkling water, seltzers, or natural sodas, April 2007-June 2012
- Teen girls more active in sparkling water category than boys
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- Figure 63: Teen consumption of sparkling water, by gender and age, April 2011-June 2012
- Figure 64: Teen consumption of sparkling water, by gender, April 2011-June 2012
- Flavor innovation could bring in more sparkling water consumers
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- Figure 65: Attitudes and behaviors toward sparkling bottled water, by flavor, by age, November 2012
Packaging Preferences for Bottled Water
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- Key points
- Higher-income respondents less concerned with environmental claims
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- Figure 66: Environmental packaging preferences for bottled water, by household income, November 2012
- Active-release caps find appeal with consumers younger than age 44
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- Figure 67: Important closure preferences for bottled water, by age, November 2012
- Single-serving, sport caps receive parental approval
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- Figure 68: Packaging preferences of bottled water, by parents with children and age, November 2012
- Kid-friendly a possibility for new flavored waters, liquid beverage mixes
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- Figure 69: Packaging size and closure preferences, by flavored product consumption, November 2012
- Sparkling water could grow from bulk, eco-friendly packaging options
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- Figure 70: Packaging preferences, by any personal consumption of sparkling water, November 2012
- Environmental concern higher among consumers who are cutting back
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- Figure 71: Attitudes and behaviors toward eco-friendly packaging, by water drinkers, November 2012
Race and Hispanic Origin
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- Key points
- Unflavored noncarbonated water most likely to see rise in consumption
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- Figure 72: Change in personal drinking habits, by race and Hispanic origin, November 2012
- Black consumers most likely to choose flavored noncarbonated water
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- Figure 73: Consumption of noncarbonated spring water, by race/Hispanic origin, April 2011-June 2012
- Figure 74: Consumption of noncarbonated spring water, by race/Hispanic origin, April 2011-June 2012
- Hispanic, other race teens over index on noncarbonated water usage
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- Figure 75: Teen consumption of spring water, by race/Hispanic origin, April 2011-June 2012
- Sparkling water drinkers show preference for unflavored varieties
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- Figure 76: Consumption of sparkling water, by race/Hispanic origin, April 2011-June 2012
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- Figure 77: Consumption of sparkling water, by race/Hispanic origin, April 2011-June 2012
- Nonwhite teens share adult affinity with sparkling water
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- Figure 78: Teen consumption of sparkling water, by race/Hispanic origin, April 2011-June 2012
- Hispanics embrace water as part of healthier lifestyle
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- Figure 79: Reasons for personal consumption of water, by race and Hispanic origin, November 2012
- Figure 80: Attitudes toward sparkling and flavored water, by race and Hispanic origin, November 2012
- Packaging preferences highest among consumers of other race
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- Figure 81: Important packaging preferences, by race and Hispanic origin, November 2012
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- Figure 82: Attitudes toward eco-friendly packaging, by race and Hispanic origin, November 2012
Special Supplement—Beverage Mixes
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- Key points
- MiO enlivens beverage mix segment with liquid format
- Mio’s success inspires new squeezable beverage mixes
- Private label heats up competition in beverage mix launches
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- Figure 83: Beverage mix and/or concentrate launches, by launch type, February 2012-13
- Figure 84: Beverage mix and/or concentrate launches, by package type, February 2012-13
- Manufacturer sales of fruit drink beverage mixes
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- Figure 85: MULO sales of fruit drink mixes, by leading companies, rolling 52 weeks 2011 and 2012
- Manufacturer sales of energy beverage mixes
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- Figure 86: MULO sales of energy drink mixes, by leading companies, rolling 52 weeks 2011 and 2012
- Beverage mix innovations go beyond stick packs, MiO
- Higher-volume liquid beverage mixes could be next frontier
- Marketing strategies
- Brand analysis: MiO
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- Figure 87: Brand analysis of MiO, 2013
- Online initiatives
- TV presence
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- Figure 88: MiO Liquid Water Enhancer, TV ad, 2012
- Figure 89: MiO Liquid Water Enhancer, TV ad, 2013
- Print and other
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- Figure 90: MiO Liquid Water Enhancer, Winter 2012
- Brand analysis: True Lemon
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- Figure 91: True Lemon, TV ad, 2012
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- Figure 92: Brand analysis of brand, 2013
- Online initiatives
- The consumer—beverage mix usage and preferences
- Key points
- Respondents using more beverage mixes are also drinking more water
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- Figure 93: Change in personal nonalcoholic drinking habits, by beverage mix users, November 2012
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- Figure 94: Change in personal nonalcoholic drinking habits, by bottled water drinker, November 2012
- Beverage mix usage slightly more popular than flavored water
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- Figure 95: Change in personal nonalcoholic drinking habits, by beverage mixes, November 2012
- Beverage mixes should consider varieties inspired by competition
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- Figure 96: Change in personal nonalcoholic drinking habits, beverage mix usage, November 2012
- Young men more likely than women to use beverage mixes
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- Figure 97: Change powdered and liquid beverage mix usage, by gender and age, November 2012
- Millennials enjoy beverage mixes, while room to grow with ages 55+
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- Figure 98: Change in beverage mix usage, by age, November 2012
- Beverage mix usage more prominent among nonwhite respondents
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- Figure 99: Change in personal beverage mix usage, by race and Hispanic origin, November 2012
- Powdered beverage mixes find appeal with blacks, Hispanics
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- Figure 100: Consumption of powdered soft drinks, by race/Hispanic origin, April 2011-June 2012
- Families gravitate toward beverage mixes
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- Figure 101: Change in beverage mix usage, by presence of children in household, November 2012
- Calories should remain an important consideration for new mixes
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- Figure 102: Beverage mix usage, by reasons for personal consumption of water, November 2012
Social Media—Bottled water and Beverage Mixes
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- Key points
- Key social media metrics
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- Figure 103: Key brand metrics, bottled water and beverage mixes, February 2013
- Market overview
- Brand usage and awareness
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- Figure 104: Usage and awareness of selected bottled water and beverage mix brands, November 2012
- Interaction with brands
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- Figure 105: Interaction with selected bottled water and beverage mix brands, November 2012
- Online conversations
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- Figure 106: Percentage of consumer conversation by selected brands, Jan. 11, 2013-Feb. 10, 2013
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- Figure 107: Online mentions for selected brands, by day, Jan. 11, 2013-Feb. 10, 2013
- Where are people talking about bottled water brands?
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- Figure 108: Mentions by page type, selected brands, Jan. 11, 2013-Feb. 10, 2013
- What are people talking about?
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- Figure 109: Mentions by type of conversation, selected brands, Jan. 11, 2013-Feb. 10, 2013
- Figure 110: Areas of discussion for selected brands, by day, Jan. 11, 2013-Feb. 10, 2013
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- Figure 111: Areas of discussion for selected brands, by page type, Jan. 11, 2013-Feb. 10, 2013
- Brand analysis
- Vitaminwater
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- Figure 112: Vitaminwater key social media indicators, February 2013
- Key online campaigns
- What we think
- Dasani
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- Figure 113: Dasani key social media indicators, February 2013
- Key online campaigns
- What we think
- Evian
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- Figure 114: Evian key social media indicators, February 2013
- Key online campaigns
- What we think
- Crystal Light
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- Figure 115: Crystal Light key social media indicators, February 2013
- Key online campaigns
- What we think
- MiO
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- Figure 116: MiO key social media indicators, February 2013
- Key online campaigns
- What we think
- San Pellegrino
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- Figure 117: San Pellegrino key social media indicators, February 2013
- Key online campaigns
- What we think
- La Croix
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- Figure 118: La Croix key social media indicators, February 2013
- Key online campaigns
- What we think
SymphonyIRI Group Builders Panel Data
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- Overview of bottled water
- Convenience/PET still water
- Key purchase measures—Convenience/PET Still Water
- Brand map
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- Figure 119: Brand map, convenience/PET still water buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 120: Key purchase measures, convenience/PET still waters, by household penetration, 2012*
- Jug/bulk still water
- Consumer insights on key purchase measures—Jug/bulk still water
- Brand map
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- Figure 121: Brand map, select brands of jug/bulk still water buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 122: Key purchase measures for top jug/bulk still water brands, by household penetration, 2012*
- Sparkling/mineral water
- Consumer insights on key purchase measures—Sparkling/mineral water
- Brand map
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- Figure 123: Brand map, select sparkling waters, by buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 124: Key purchase measures for sparkling water brands, by household penetration, 2012*
Appendix—Social Media
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- Brand usage or awareness
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- Figure 125: Brand usage or awareness of bottled water and beverage mix brands, November 2012
- Figure 126: Dasani usage or awareness, by demographics, November 2012
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- Figure 127: Evian usage or awareness, by demographics, November 2012
- Figure 128: Vitaminwater usage or awareness, by demographics, November 2012
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- Figure 129: San Pellegrino usage or awareness, by demographics, November 2012
- Figure 130: La Croix usage or awareness, by demographics, November 2012
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- Figure 131: Crystal Light usage or awareness, by demographics, November 2012
- Figure 132: MiO usage or awareness, by demographics, November 2012
- Activities done
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- Figure 133: Activities done, November 2012
- Figure 134: Dasani – Activities done, by demographics, November 2012
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- Figure 135: Evian – Activities done, by demographics, November 2012
- Figure 136: Vitaminwater – Activities done, by demographics, November 2012
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- Figure 137: San Pellegrino – Activities done, by demographics, November 2012
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- Figure 138: La Croix – Activities done, by demographics, November 2012
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- Figure 139: Crystal Light – Activities done, by demographics, November 2012
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- Figure 140: MiO – Activities done, by demographics, November 2012
- Online conversations
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- Figure 141: Percentage of consumer conversation, by selected brands, Jan. 11, 2013-Feb. 10, 2013
- Figure 142: Online mentions for selected brands, by day, January 11, 2013-Feb. 10, 2013
- Figure 143: Mentions by page type, selected brands, Jan. 11, 2013-Feb. 10, 2013
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- Figure 144: Mentions by type of conversation, selected brands, January 11, 2013-Feb. 10, 2013
- Figure 145: Areas of discussion, by selected brands, by day, Jan. 11, 2013-Feb. 10, 2013
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- Figure 146: Areas of discussion for selected brands, by page type, Jan. 11, 2013-Feb. 10, 2013
Appendix—Market Drivers
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- Consumer confidence
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- Figure 147: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Food cost pressures
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- Figure 148: Changes in USDA Food Price Indexes, 2010 through 2013
- Obesity
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- Figure 149: U.S. Obesity, by age group, 2008 and 2012
- Childhood and teen obesity—highest in decades
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- Figure 150: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Racial, ethnic population growth
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- Figure 151: Population, by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 152: Households with children, by race and Hispanic origin of householder, 2012
Appendix—Segment Performance
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- Figure 153: Total U.S. retail sales and forecast of convenience/PET still bottled water, at inflation-adjusted prices, 2007-17
- Figure 154: Total U.S. retail sales and forecast of jug/bulk bottled water, at inflation-adjusted prices, 2007-17
- Figure 155: Total U.S. retail sales and forecast of sparkling bottled water, at inflation-adjusted prices, 2007-17
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Appendix—Other Useful Consumer Tables
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- Consumption of water vs. other beverages
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- Figure 156: Change in unflavored water consumption, by gender and age, November 2012
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- Figure 157: Change in tap, bottled water, and beverage mix use, by generation, November 2012
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- Figure 158: Change in beverage mix and bottled water drinking, by tap water drinkers, November 2012
- Packaging preferences for bottled water
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- Figure 159: Important packaging preferences for bottled water, by age, November 2012
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- Figure 160: Important packaging preferences for bottled water, by household size, November 2012
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- Figure 161: Important packaging preferences, by any consumption of select drinks, November 2012
- Other useful charts
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- Figure 162: Reasons for personal consumption of water, by generation, November 2012
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- Figure 163: Agreement with attitudes and behaviors toward bottled water, by age, November 2012
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- Figure 164: Attitudes and behaviors toward bottled water, by race and Hispanic origin, November 2012
Appendix—SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix: Trade Associations
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