Non-alcoholic Beverages: The Consumer - US

Mintel International Group Ltd.
March 1, 2010
132 Pages - SKU: GN2659233
Countries covered: United States

There is a wide gap between what beverages consumer drink and what they deem to be healthful. Some 85% of all adults aged 18 and over drink soda (CSDs) and 69% of all soda drinkers drink regular soda, a beverage perceived as least healthy by NAB users. It is worth noting that regular soda commands the highest consumption among adults aged 18 and over when compared to bottled water, sports and energy drinks, and RTD tea and coffee.

While many adults are engaged in watching their diet or are dieting to lose weight, their consumption of regular soda, sports drinks, and energy drinks—the beverages with high sugar load—is only a tad lower than the average (see Custom Consumer Groups). In the assessment of consumer perception on a number of pro-health beverage attributes, soda, energy drinks, and sports drinks generally find themselves at the bottom of the list. One marketing attribute that proves to be a boon for these high-calorie beverages is “exciting advertising.” This suggests that beverage advertising can help shape consumer perception about a beverage, especially for the key consumer aged 18-34.



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