Market Trends: New Age Carbonated Beverages

Published by: Packaged Facts

Published: Apr. 1, 2005 - 126 Pages

Table of Contents

• Introduction
  
• Report Scope and Methodology
  
• Methodology
  
• The New Age Carbonated Beverages Market
  
• The Health and Wellness Trend
  
• Obesity
  
• The Low-carb Trend
  
• Growing Awareness
  
• Flavor: The Key to New Age Beverage Offerings
  
• Convenience
  
• The Big Three Fight Back
  
• Diet Offerings Hold Their Ground
  
• Industry Regulation
  
• Niche and Small Players Abound
  
• Retail Scenario
  
• The Consumer

Chapter 2 The Market

• The Origins of New Age Beverages Market
  
  • Table 2-1 The Evolution of New Age Carbonated Beverages
  
  
  
• Product Definitions
  
  • Energy Drinks
    
  • Diet Drinks
    
  • Sparkling Water and Other Carbonated Beverages
  
  
  
• Market Overview
  
  • Market Size
    
    • Table 2-2 U.S. Retail Sales of New Age Carbonated Beverage, By Category (in million $)
      
    • Figure 2-1 IRI-Tracked Sales of New Age Carbonated Beverages, 1999-2004 (in million $)
      
    • Table 2-3 IRI-Tracked Sales of New Age Carbonated Beverages, By Category (in million $)
      
      Table 2-4 Individual Category Growth Based on Mass Market Sales (%)
    
    
    
  • Market Share
    
    • Table 2-5 IRI-Tracked Market Share of New Age Carbonated Beverage Categories (%)
      
    • Table 2-6 Volume and Unit Dynamics in the New Age Carbonated Beverage Market
  
  
  
• The Health and Wellness Trend
  
  • Obesity
    
  • The Low-carb Trend
    
    • Table 2-7 U.S. New Age Beverage Introductions Tagged “Low Carb” ¯ 2004
  
  
  
• Marketing Trends
  
  • From Young to Old: Target Segments
    
  • Growing Awareness
    
  • Flavor: The Key to New Age Beverage Offerings
    
    • Table 2-8 U.S. New Age Beverage Introductions Tagged “Natural” ¯ 2004
      
    • Table 2-8 U.S. New Age Beverage Introductions Tagged “Natural” ¯ 2004 [Cont.]
  
  
  
• Convenience
  
• The Big Three Fight Back
  
  • Table 2-9 Major CSD Launches, 2000-2004
    
  • Table 2-10 Top New Products Consumers Were Aware of in 2004
    
  • Table 2-11 Top New Products Purchased in 2004
    
  • Table 2-12 Most Memorable Launches of 2004
  
  
  
• Diet Offerings Hold Their Ground
  
• Industry Regulation
  
• Niche and Small Players Abound
  
  • Q-Blast
    
  • Jones Soda
    
  • Red Bull
    
  • Hansen’s Beverage Co.
    
  • Others
    
    • Table 2-13 Top 10 New Age Carb Beverage Marketers by # SKUs Introduced, 2004
      
    • Table 2-14 New Age Beverage Introductions Based on Innovation, 2004
  
  
  
• Market Forecast
  
  • Figure 2-2 U.S. Retail Market Sales Projections of New Age Carbonated Beverages (in billion $)

Chapter 3 Energy Drinks

• Category Overview
  
• The Market
  
• Marketer Performance
  
  • Table 3-1 IRI-Tracked Sales of Energy Drinks Top Marketers, 2000-2004 (in million $)
    
  • Table 3-2 IRI-Tracked Market Share of Top U.S. Energy Drinks Marketers, 2000-2004 (%)
    
  • Table 3-3 Top U.S. Energy Drinks Marketers’ Growth Rate, 2002-2004 (%)
  
  
  
• Brand Performance
  
  • Table 3-4 Top U.S. Energy Drink Brands’ Sales, 2000-2004 (in million $)
    
  • Table 3-5 Top U.S. Energy Drink Brands’ Market Share, 2000-2004 (%)
    
  • Table 3-6 Top U.S. Energy Drink Brands’ Growth Rate, 2002-2004 (%)
  
  
  
• Marketing Strategies
  
  • Red Bull: The Pioneer
    
    • Unusual Marketing Approaches
      
    • Packaging and Retailing
    
    
    
  • The Importance of Cool
    
    • Figure 3-1 How Important is it to be Perceived as Cool by Others?
    
    
    
  • Exotic Ingredients Drive the Category
    
  • Building the Buzz
    
  • Niche-based Extreme Events
    
  • Product Differentiation
    
  • Hip-Hop Hops In
    
  • New Product Introductions
    
    • Table 3-7 New Energy Drink Introductions, 2004
      
    • Table 3-7 New Energy Drink Introductions, January -December 2004 [Cont.]
  
  
  
• The Energy Drink Consumer
  
  • Younger Set Frequent Consumers
    
    • Table 3-8 Demographics of U.S. Consumers Favoring Energy Drinks
      
    • Table 3-9 Energy Drinks Consumed in the Last 30 Days*
      
    • Figure 3-2 Consumer Preference for U.S. Energy Drinks Brands
    
    
    
  • Red Bull Favored by 11.5 million Consumers
    
  • Other Brands Make Significant Inroads
    
  • Hispanics Favor Arizona Extreme Energy Shot

Chapter 4 Diet or Sugar Free Carbonated Drinks

• Category Overview
  
• The Market
  
  • Figure 4-1 Market Share of Carbonated Drink Types, 2004 (%)
    
  • Table 4-1 IRI-Tracked Sales of Low-calorie Soft Drinks Marketers, 2000-2004 (in million $)
    
  • Table 4-2 Top U.S. Low-calorie Soft Drink Marketers’ Share, 2000-2004 (%)
    
  • Table 4-3 U.S. Growth Rates of Low-calorie Soft Drinks Marketers, 2000-2004 (%)
    
  • Table 4-4 IRI-Tracked Sales of Low-calorie Soft Drink Brands, 2000-2004 (in million $)
    
  • Table 4-5 IRI-Tracked Market Share of Low-calorie Soft Drink Brands, 2000-2004 (%)
    
  • Table 4-6 Growth Rates of Low-calorie Soft Drink Brands, 2004-2004, (%)
  
  
  
• CSDs Looking For Image Change
  
  • No More “Diet” in the Label
  
  
  
• Mid-calorie Sodas
  
  • 7 UP PLUS
  
  
  
• New Product Introductions
  
  • Table 4-7 New Diet Soft Drink Introductions, 2004
  
  
  
  
  
• The Diet Drink Consumer
  
  • Diet or Sugar-free Colas
    
    • Table 4-8 Demographic Profile: Diet or Sugar Free Colas Consumers
      Index
      
    • Table 4-9 Brand Preferences for Diet or Sugar-free Colas (% of population)
      
    • Table 4-10 Consumption Frequency of Diet or Sugar-free Colas (% of population)
    
    
    
  • Other Carbonated Diet Soft Drinks
    
    • Table 4-11 Demographic Profile: Other Carbonated (Non-Cola) Diet Drinks
      
    • Table 4-12 Brand Preference of Other Carbonated (Non-Cola) Diet Drinks
      
    • Table 4-13 Consumption Frequency of Diet or Sugar-free Carbonated Beverages (Non-Colas) (% of population)

Chapter 5 Sparkling Water and Other New Age Beverages

• Category Overview
  
• Definitions
  
  • Figure 5-1 Size of the Sparkling Water Market versus Bottled Water Market, 2004
    
  • Table 5-1 Sparkling/Mineral Water ¯ IRI-Tracked Sales of Top Marketers, 1999-2004 (in million $)
    
  • Table 5-2 Sparkling/Mineral Water ¯ IRI-Tracked Market Share, 1999-2004 (%)
    
  • Table 5-3 Sparkling/Mineral Water, IRI-Tracked Sales Growth, 1999-2004 (%)
  
  
  
• Nestle Waters North America
  
  • Table 5-4 Sparkling/Mineral Water ¯ Top Brands’ Sales, 1999-2004 (in million $)
    
  • Table 5-5 Sparkling / Mineral Water ¯ Top Brands' Market Share, 1999-2004 (%)
    
  • Table 5-6 Sparkling/Mineral Water ¯ Top Brands' Sales Growth, 1999-2004 (%)
  
  
  
• Premium Soda
  
• Other New Age Beverages
  
• Sparkling Juices and Teas
  
  • IZZE Gains Buzz
    
  • Nantucket Nectars Gains Fizz
    
  • Switch Beverage Makes a Change
    
  • A New Leaf: Tea Sodas
  
  
  
• Carbonated Dairy Beverages
  
• The Sparkling Water and Natural Sodas Consumer
  
  • Table 5-7 Demographics Profile: Sparkling Waters/Seltzers/Natural Sodas
    
  • Table 5-8 Demographics of U.S. Consumers Favoring Sparkling Waters/Still Water
    
  • Figure 5-2 Consumer Preference for U.S. Sparkling Waters/Seltzers Brands, % of Total Population
    
  • Table 5-9 Sparkling Waters-# Drank Last 7 Days: As a Percentage of Total Population*

Chapter 6 Marketing Dynamics

• Retail Scenario
  
• Chain Drugstores
  
• Supermarkets Fight Back
  
  • Table 6-1 Top Brands Based on Number of SKUs Introduced, 2004
    
  • Table 6-1 Top Brands Based on Number of SKUs Introduced, 2004 [Cont.]
    
  • Table 6-2 New Upscale Beverage Introductions, 2004
    
  • Table 6-3 New Age Beverage Introductions Tagged “Co branded," 2004
  
  
  
• Packaging and Promotions
  
  • Grab-and-Go Concept Takes Off
    
  • Location, Location, Location
    
  • Serving Singles
    
  • New Age Beverages Mature
    
  • Recent Product Positioning
    
  • Recent Promotions and Pricing
    
  • New Products in The Market

Appendix: Addresses of Selected Marketers

Abstract

However, over the past twenty years, there has been a return to the early health and functional benefits of the category, spurred by the popularity of bottled waters, teas and fruit drinks and the growing incidence of obesity and diabetes in America. The “New Age Carbonated Beverages” segment is finally coming into its own with major and niche soda manufacturers creating new value-added healthy alternatives to CSDs.

The Packaged Facts Market Trends: New Age Carbonated Beverages covers the following:

• Energy drinks
• Diet and low-calorie soft drinks (particularly the new mid-cal products)
• Sparkling Water and other beverages including premium soda, sparkling juices and teas and carbonated dairy beverages

Companies examined include the major carbonated drink players (e.g., Coca-Cola, PepsiCo., Cadbury-Schweppes), as well as the niche players making a name for themselves in this market (e.g., IZZE, Jones, Red Bull).

Market Trends: New Age Carbonated Beverages examines the state of the U.S. market, from everyday major supermarket players to specialty premium niche players. The report analyses manufacturer and retailer strategies used to maximize growth and profitability. Coverage includes analysis of consumer usage, brand preference, retailing, new products and factors and trends that will fuel future growth.

In this new report, Packaged Facts examines the market for new age beverages in the U.S., assesses the markets strengths and weaknesses, analyzes the various products available along with the manufacturer and retailer strategies that are being used to maximize growth and profitability. Trend coverage includes consumer usage, brand preference, retailing, new product, and growth markets such as organic.

Introducing Market Trends
Market Trends is the latest product line from Packaged Facts. These timely, compact reports offer insight and analysis into new product trends, demographic shifts, and consumer behaviors that affect the food, beverage and consumer goods industries.

Report Methodology
The information in Market Trends: New Age Carbonated Beverages is obtained from both primary and secondary research. Primary research data is provided by Simmons Market Research Bureau (consumer buying and usage data), Information Resources Inc. (market share data), and ProductScan (new product introduction data). Secondary research data has been obtained from trade association publications, business and medical journals, company literature and websites, databases, and investment reports.

What You’ll Get in this Report
Market Trends: New Age Carbonated Beverages offers unique perspective on the bourgeoning market. No other market research report provides the analysis and trends coverage that Packaged Facts offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company wants to get a head’s up on the trends that will be driving the beverage market, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the factors that influence the development of this market.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans.
• Research and development professionals stay on top of competitor initiatives and explore demand for new product introductions.
• Advertising agencies working with clients in the CSD industry and related industries to understand consumer mindset and to develop consumer messaging for these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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