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Beverage Blurring - US - February 2016
Overview

This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Overview
Executive Summary

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Beverage Blurring - US - February 2016
Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

The Market – What You Need to Know
Market Breakdown
Market Perspective – Beverage Consumption
Market Perspective – Bulk Versus Single-serve
Market Perspective – Chilled Versus Store Shelves
Market Perspective – Purchase Locations
Market Factors

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Beverage Blurring - US - February 2016
Consumer

Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

The Consumer – What You Need to Know
Beverage Confusion
Views toward Hybrid (Fusion/Cross-category) Drinks
New Beverage Purchasing Behaviors
Attitudes toward New and Preferred Beverages
Encourage New Beverage Trial
Attitudes toward Available Drink Selection

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Beverage Blurring - US - February 2016
Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Key Players – What You Need to Know
Product Impact
What’s Working?
What’s Struggling?
What’s Next?

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Beverage Blurring - US - February 2016
Data

Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Appendix – Data Sources and Abbreviations
Appendix – Market Breakdown
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What you need to know

Beverage blurring is the concept of cross-category beverages, also known as hybrid or fusion drinks, and the impact they have on the consumer impression and behavior. Cross-category drinks combine two or more drink categories, blending flavors and functionality to create a new beverage that could fall under multiple categories.

Cross-category beverages have become increasingly popular as manufacturers look to cater to consumer’s health and wellness demands, as well as their desire for flavor experience. Those demands have led to the creation of numerous beverages with multiple identities. While it offers great potential for attracting consumer interest, it also challenges manufacturers and retailers for proper positioning on store shelves and risks complicating consumer purchases.

Definition

This report provides an overview of the various non-alcoholic beverage categories and the crossover subsegments that exist within market as it relates to cross-category beverages, aka hybrid drinks, aka fusion drinks. The focus of 2016 Beverage Blurring report isn’t on brands or specific product categories, rather this report delves deep into the mindset and attitudes of non-alcoholic beverage consumers and the impact cross-category beverages have on consumer preferences and purchases.

This report covers the US market for the following non-alcoholic beverage categories:

  • Carbonated soft drinks

  • Juice

  • Dairy milk

  • Non-dairy milk

  • Bottled water

  • Coffee

  • Tea

  • Performance and nutritional drinks

  • Energy drinks

All other beverage categories are excluded, including alcoholic beverages and alcoholic beverage mixers.

For the purposes of this report, Mintel includes historical and estimated category sales data, per Mintel’s category-specific reports. For more detail on category-specific information, please refer to the following reports:

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