Countries covered: United States
Estimated at $79 billion in 2004, the non-alcoholic beverage market is expected to have registered growth of 20% (6% at constant prices) from 1999-2004. Because the market includes so many diverse beverages, from carbonated soft drinks (CSDs) and milk to coffee and powdered drink mixes, the fortunes of the largest segments have tempered the gains of the overall market.
The three segments each accounting for 20% or higher share of the market in 2004-CSDs (29%), fruit juices and juice drinks (24%), and milk (20%)-are all expected to register gains smaller than that of the total market. Contributing to the slower growth of the CSD segment are health concerns such as increased incidence of obesity, as well as fierce competition from non-traditional carbonated products such as Hyper Cow, a carbonated dairy beverage, and carbonated juices.
The milk and fruit juice/juice drinks segments of the non-alcoholic market also experienced slower growth over the review period due to their maturity. The sale of orange juice is negatively impacted by the low-carb diet trend which is evident by the fact that orange juice (which represents 18-20% of all juice sold at FDM) suffered a 5% volume decline between 2002 and 2003.
Though the milk segment is seeing growth through interest in organic and soy products, these products are still closer to niche products than mainstream. Consequently both segments are making efforts to reach the consumer through innovations such as flavor extensions and convenient packaging.
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