Non-alcoholic Beverages: The Consumer - US - August 2006

INTRODUCTION AND ABBREVIATIONS
Introduction
Definition
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Decline in the three biggest segments slows down growth in the $82 billion non-alcoholic beverage market
Age influences the non-alcoholic beverage purchase behavior
Gender difference influences beverage choices
Motivation for trying a new beverage
Presence of children in the household
Racial differences drive growth in many non-alcoholic beverage segments
Supermarkets remain the top choice of retail channel to purchase non-alcoholic beverages
MARKET DRIVERS
Introduction
Obesity trends influence the non-alcoholic beverage market
Figure 1: Prevalence of overweight and obesity among adults aged 20+, 1980-2002
Figure 2: Per capita consumption of carbonated beverages, bottled water and sports drinks, 2000-05
Demographic influences
Children and teens
Figure 3: Consumption of non-alcoholic beverages by adults, teens, and pre-teens, January-September 2005
Figure 4: U.S. children and teen population, by age, 2001-11
Young adults
Figure 5: Incidence of consumption of selected RTD beverages in the past seven days, by type of beverage, by age, January-September 2005
Figure 6: U.S. population of young adults aged 18-34, by age, 2001-11
Ethnic population drives growth in non-alcoholic market
Figure 7: Incidence of consumption of RTD beverages in the past seven days, by race/ethnicity, January-September 2005
Figure 8: Population, by race and Hispanic origin, 2001-11
Lifestyle trends
Convenience
Figure 9: Incidence of immediate consumption and take-home consumption at all channels, 1999-2004
Figure 10: Beverage attributes driving purchase, by age, March 2006
Health and wellness
Figure 11: Top five positioning claims for juice and juice drinks, 2004 and 2005
Organic positioning claims draw consumers’ attention
Figure 12: Number of positioning claims for organic non-alcoholic beverages, 2003-05
SUMMARY OF CONSUMER BEHAVIOR AND ATTITUDES
Introduction and research methodology
Consumption of non-alcoholic beverages
Age influences the non-alcoholic beverage purchase behavior
Gender difference influences beverage choices
Motivation for trying a new beverage
Consumption driven by presence of children in the household
Racial differences drive growth in many non-alcoholic beverage segments
Supermarkets are top channel for non-alcoholic beverages
PERSONAL AND HOUSEHOLD CONSUMPTION
Incidence of consumption of non-alcoholic beverages
Figure 13: Consumption of RTD non-alcoholic beverages consumed in the past seven days, 2001 and 2005
Figure 14: Consumption of RTD non-alcoholic beverages in the past seven days, by gender, January-September 2005
Figure 15: Consumption of RTD non-alcoholic beverages in the past seven days, by age, January-September 2005
Figure 16: Consumption of RTD non-alcoholic beverages in the past seven days, by household income, January-September 2005
Figure 17: Consumption of RTD non-alcoholic beverages in the past seven days, by race/ethnicity, January-September 2005
Mean level of consumption of non-alcoholic beverages
Figure 18: Mean consumption of RTD non-alcoholic beverages in the past seven days, by gender, February 2006
Figure 19: Mean consumption of RTD non-alcoholic beverages in the past seven days, by age, February 2006
Figure 20: Mean consumption of RTD non-alcoholic beverages in the past seven days, by race/ethnicity, February 2006
Figure 21: Mean consumption of RTD non-alcoholic beverages in the past seven days, by region, February 2006
Household usage of fluid milk
Figure 22: Household usage of milk, by number of people in the household, January-September 2005
Figure 23: Types of milk used by households, by head of household age, January-September 2005
Figure 24: Types of milk used by households, by household income, January-September 2005
Figure 25: Types of milk used by households, by race/ethnicity, January-September 2005
Figure 26: Types of milk used by households, by presence of children, January-September 2005
Amount of milk consumed in households
Figure 27: Number of milk glasses used by HH on average day, by presence of children, January-September 2005
Teens and children
Figure 28: Consumption of RTD non-alcoholic beverages in the past seven days by adults, teens, and children, January-September 2005
Children’s consumption of milk
Figure 29: Consumption of milk among children, 2003 and 2005
PURCHASE BEHAVIOR, SOURCES AND ATTITUDES TOWARDS CSDS
Motivation for trying a new beverage
Figure 30: Motivating factors for trying a new beverage, by gender, June 2006
Figure 31: Motivating factors for trying a new beverage, by age, June 2006
Figure 32: Motivating factors for trying a new beverage, by race/ethnicity, June 2006
Beverage purchase behavior
Figure 33: Beverage purchase behavior (group 1), by age, June 2006
Figure 34: Beverage purchase behavior (group 2), by age, June 2006
Figure 35: Beverage purchase behavior (group 1), by race/ethnicity, June 2006
Figure 36: Beverage purchase behavior (group 2), by race/ethnicity, June 2006
Health perception of beverages
Figure 37: Health perception of various beverages (group 1), by gender, June 2006
Figure 38: Health perception of various beverages (group 2), by gender, June 2006
Figure 39: Health perception of various beverages (group 3), by gender, June 2006
Figure 40: Health perception of various beverages (group 1), by age, June 2006
Figure 41: Health perception of various beverages (group 2), by age, June 2006
Figure 42: Health perception of various beverages (group 3), by age, June 2006
Figure 43: Health perception of various beverages (group 1), by race/ethnicity, June 2006
Figure 44: Health perception of various beverages (group 2), by race/ethnicity, June 2006
Figure 45: Health perception of various beverages (group 3), by race/ethnicity, June 2006
Diet status
Figure 46: Diet status, by gender, June 2006
Figure 47: Diet status, by age, June 2006
Figure 48: Diet status, by income, June 2006
Dieting disconnect: Consumers fail to understand the nutrition realities of NABs
Figure 49: Incidence of beverage consumption by respondentents on a diet, January-September 2005
Choice of retail channels to purchase non-alcoholic beverages
Figure 50: Source of non-alcoholic beverages purchased in past week, by gender, June 2006
Figure 51: Source of non-alcoholic beverages purchased in past week, by age, June 2006
Figure 52: Source of non-alcoholic beverages purchased in past week, by race/ethnicity, June 2006
APPENDIX: TRADE ASSOCIATIONS