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市場調查報告書
美國的機能性以及自然派RTD（Ready-to-Drink）飲料市場
Functional and Natural Ready-to-Drink Beverages in the U.S.: Energy Drinks, Sports Drinks, Functional Waters, RTD Tea and Coffee, Yogurt Drinks and Smoothies
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美國的機能性以及自然派RTD（Ready-to-Drink）飲料市場 是由出版商Packaged Facts在2011年05月所出版的。
這份英文市場調查報告書包含242 Pages 價格從美金3500起跳。
2008年、2009年的不景氣時美國消費者經濟全體與食品・飲料產業全體同樣，幾乎所有機能性以及自然派RTD（Ready-to-Drink）飲料銷售量成長都持平。但是2010年中能源/運動飲料、RTD茶/咖發領域開始有新的活力、新的銷售量成長週期的預兆。一部分能源飲料引起議論、這個產品劃分佔2010年產品投入全體的44%，達到支配了市場的地位。
本報告書為美國的機能性飲料以及自然派RTD飲料市場的現狀與前景之調査分析、總市場以及個產品劃分的銷售量推移與預測（∼2015年）、各飲料劃分的主要動向、流通販售路徑分析、新產品投入動向、主要企業・產品・品牌等整理，概述如下。
第1章 總綱
第2章 市場
- 調査範圍
- 市場規模・市場構成
- 2010年零售銷售量：234億美金
- 脫離不景氣的暴跌
- 能源飲料/單杯飲品：接近100億美金銷的售量
- RTD茶：達到40億美金銷售量
- 冷藏冰沙銷售量急增
- SymphonyIRI零售銷售量：60億美金（2010年）
- 總市場的展望
- PepsiCo：做為流通販售企業的領導
- Gatorade：以返璞歸真的定位為成長基調復活
- 產品投入的下跌與增加
- 消費擴大的人口構成
- 肯定咖啡因的文化
- 來自抗氧化劑的優勢
- 對"超級水果"果汁的高度關心與對市場的優勢
- 機能性・自然派飲料市場隨處可見的超級水果
- 超越優格的益生菌
- 不使用砂糖
- 甜菊
- 纽甜人工性的缺點
- 低卡/零卡甘味料
- 不含麩質
- 網路的支援
- Bolthouse、Rockstar的訓話
- 對環保的意識
- 自然派・有機・公平交易的付加價値
- 熱門的補充劑：在市場討喜等
第3章 能源飲料・運動飲料・機能性水飲料
- 導論
- 能源飲料 vs. 運動飲料 vs. 機能性水飲料
- 分類銷售量：174億美金
- SymphonyIRI之零售銷售量：37億美金（2010年）
- 能源飲料的分類佔有率為57%
- SPINSscan之調査：等滲透飲料的急增
- 便利商店的販售：分類的半數
- 注目劃分：能源飲料
- 注目劃分：運動飲料
- 注目劃分：機能性水飲料
- 分類成長預測
第4章 RTD茶・咖啡
- 導論
- 分類銷售量：51億美金
- SymphonyIRI之零售銷售量：19億美金（2010年）
- RTD茶：佔了分類銷售量58%的佔有率
- 超級市場/超市中心的販售：範疇的3分之2
- 注目劃分：RTD茶
- 注目劃分：RTD咖啡
- 分類成長預測
第5章 優格飲料・冰沙
- 導論
- 優格飲料 vs. 冰沙
- 分類銷售量：8億9,400萬美金
- SymphonyIRI的零售銷售量：5億2,300萬美金（2010年）
- SPINSscan的優格・酸牛奶飲料銷售量：1,600萬美金（2010年）
- 超級市場/食品店的販售：61%的分類佔有率
- 注目劃分：優格飲料
- 注目劃分：冰沙飲料
- 分類成長預測
第6章 將來展望
- 消費者的展望
- 必需品
- 強力又擴大的消費者基盤
- 先導的新產品
- 科學與自然
附錄
Abstract
Packaged Facts' Functional and Natural RTD Beverages in the U.S. offers
a comprehensive look at the $23 billion market for single-serve,
ready-to-drink (RTD) beverages across three categories and several competing
product segments: (1) energy drinks/shots, sports drinks, and
nutrient-enhanced waters, in itself a $15 billion category; (2) RTD tea and
coffee, and (3) refrigerated yogurt drinks and juice/fruit smoothies. A 7%
aggregate compound annual growth rate for these products over the most recent
five-year period is a testament to the strength of the market before 2007 and
since 2010. In the recessionary years of 2008 and 2009, most of these product
segments flat-lined in sales growth, in keeping with the overall sales slump
in foods and beverages as well as in the U.S. consumer economy overall. By
2010, nonetheless, energy/sports drinks and RTD tea/coffee showed renewed
dynamism, signaling the onset of a new cycle of sales growth for these
convenience, refreshment and re-charge beverages. However controversial some
energy drinks may be, this lively product segment continues to call the shots
in the market, accounting for 44% of the total product introductions in 2010.
Many new product introductions in rival "pick up, pick me up" beverage
segments are clearly marching to the beat of energy drinks or energy shots,
and the newest product segment in this market, nutrient-enhanced waters,
competes as a lighter re-mix of energy/sports drinks.
Functional and Natural RTD Beverages in the U.S. examines sales and
trends across the retail spectrum, using proprietary primary data from
Packaged Facts' March 2011 food shoppers Insights survey as well as retail
sales-tracking data from Information Resources, Inc. InfoScan Review for mass
channels and SPINSscan Review for the natural channel. This report tabulates
market composition by product category and retail channel, as well as
marketer/brand shares within and across product segments. The analysis pays
special attention to cross-category trends in new product development, drawing
on comprehensive new product data from Datamonitor' s Product Launch Analytics
database, and analyzes consumer usage (including demographic and psychographic
context) based on current and five-year-trended Experian Simmons national
consumer survey data.
Additional Information
Market Insights: A Selection From The Report
Convenience Stores Claim Half of Category
Convenience stores are the leading channel for the energy drinks, sports
drinks, and functional waters category, according to Packaged Facts estimates,
accounting for half (50%) of overall sales. Supermarkets and mass
merchandisers/supercenters follow with about 19% of sales each. [Figure 1-3]
A Boost from Antioxidants
Antioxidants have a reputation of protecting against cellular damage and a
variety of ailments as well as promoting bodily defenses against aging.
Antioxidant ingredients are present in numerous products in the market, and
tea especially is naturally high in antioxidants. In a Packaged Facts 2011
online survey of consumers who had shopped for groceries within the last 24
hours, 8% indicated that they had purchased grocery products with high
antioxidant claims, making high antioxidants a top ten consumer nutritional
concern, and one that consumers either purchase more avidly or remember more
vividly than the traditional high vitamin/mineral claim, checked off by 6% of
grocery shoppers. Obviously, this strong level of consumer interest this is a
plus for the RTD beverage market. [Figure 2-3]
Functional Water: Like Water, Only Better
T raditional bottled water did not weather the recession unscathed, but
another type of water beverage has taken off despite the economic conditions.
Functional water gives consumers a reason to buy water again, providing
benefits that they can' t get out of the tap. While many functional waters
provide flavor enhancement, their main value-added benefit is health-oriented.
The segment is characterized by the addition of strategic ingredients or
claims of nutraceutical benefits. Varieties include vitamin additives, energy
boosters or calming ingredients. Although there are plenty of "enhanced"
waters and"infused" waters available, Packaged Facts defines this segment as
bottled water products that are marketed on the basis of some added health
benefit or promise a "function" beyond simple hydration or flavor. Functional
waters are typically lighter alternatives to products in the energy or sports
beverage segments, although they may contain similar ingredients.
In the News
Energy Drinks Provide Jolt to U.S. Market for Functional and Natural
Ready-to-Drink Beverages
New York, May 3, 2011 Energy drinks - the "bad boys" of the beverage
world - have become a driving force behind a resurgence in the beverage
market, according to market research publisher Packaged Facts. Sales of energy
drinks along with the performance of ready-to-drink (RTD) teas and sports
drinks have helped functional and natural RTD beverage market grow to $23
billion.
Packaged Facts' Functional and Natural Ready-to-Drink Beverages in the
U.S. reveals that the sales growth of energy drinks isn' t conjured up by
counterculture or cool-hunting marketing, but instead is due to offering
consumers a distinctive benefit that they want and need (i.e., more energy).
The reality is that energy drinks are uniquely and provably delivering that
benefit, and are at times delivering it with ingredients other than common
caffeine and sugar.
"Energy drinks have been the focus of much industry discussion in recent
years. That' s partly because of the controversy surrounding energy drink
formulations as a result of the bad boy image deliberately and very profitably
cultivated by Red Bull, and then by me-too energy drink marketers in its wake
in an effort to capture the attention of a youthful target market that is
moving into prime consumption years," says Don Montuori, publisher of Packaged
Facts. "Mostly, however, the attention to the energy drink segment is because
of the sales growth energy drinks and energy shots continue to deliver."
During the height of the recession between 2008 and 2009, the three functional
and natural RTD beverage categories covered by the report energy drinks,
sports drinks, and functional waters; ready-to-drink tea and coffee; and
yogurt drinks and smoothies flat-lined in sales growth, keeping with an
overall slump in the beverage market due to the stagnant economy and reduced
consumer spending. Nevertheless, by 2010 energy drinks/shots, sports drinks,
RTD teas, and fruit/vegetable smoothies all showed renewed dynamism, signaling
the onset of a new cycle of sales growth for the market. All had gains of at
least 5%, with energy drinks/shots experiencing the highest gain at 10%.
Sports drinks and RTD teas finished with gains of 8% and 7%, respectively.
Lastly, fruit/vegetable smoothies had gains of 5%.
Packaged Facts estimates that aggregate retail sales of the three functional
and natural categories exceeded $23 billion in 2010, up from $19 billion in
2006, for a compound annual growth rate (CAGR) of almost 6%, the intervening
recession notwithstanding.
Functional and Natural Ready-to-Drink Beverages in the U.S. offers a
comprehensive look at the market for single-serve, ready-to-drink (RTD)
beverages across three categories and several competing product segments. The
report examines sales and trends across the retail spectrum, using proprietary
primary data from Packaged Facts' March 2011 food shoppers Insights survey as
well as retail sales-tracking data from Information Resources, Inc. InfoScan
Review for mass channels and SPINSscan Review for the natural channel.
Table of Contents
Chapter 1: Executive Summary
- Scope of Report
- Three Categories, Seven Segments
- Report Methodology
- Market Overview
- Retail Sales at $23.4 Billion in 2010
- Figure 1-1: U.S. Retail Sales of RTD Functional and Natural Beverages,
2006-2010 (in millions of dollars)
- Sales Edge Out of Recessionary Slump
- Table 1-1: U.S. Retail Sales of RTD Functional and Natural Beverages by
Category, 2006-2010 (in millions of dollars)
- PepsiCo Leads as Marketer/Distributor
- Table 1-2: Leading Marketer/Distributor Shares of SymphonyIRI-Tracked
Sales of RTD Functional and Natural Beverages, 2010 (percent)
- Demographics Favor Increased Consumption
- Table 1-3: Usage Rates for Selected RTD Functional or Natural Beverage
Product Segments: RTD Tea, Sports Drinks, and Energy Drinks, 2005-2010
(percent of U.S. adults)
- Category Focus: Energy Drinks, Sport Drinks, and Functional Waters
- Energy Drinks at 57% Category Share
- Figure 1-2: Segment Sales Shares for Energy Drinks/Shots, Sports Drinks,
and Functional Waters, 2006 vs. 2010 (percent)
- Convenience Stores Claim Half of Category
- Figure 1-3: Retail Channel Shares for Energy Drinks/Shots, Sports
Drinks, and Functional Waters Category, 2010 (percent)
- Energy Drinks and Energy Shots Have Opposing Meta-Trends
- Top Four Energy Drink/Shot Marketers Control 82% Share
- Usage Rates Edge Up Despite Recession
- Table 1-4: Usage Overview for Energy Drinks: Overall and by Leading
Brand Lines, 2006-2010 (percent of U.S. adults)
- Younger Adults and Hispanics Are Top Consumers
- Athletic Performance: The Once and Future Meta-Trend of Sports Drinks
- Nearly 40% Use Sports Drinks
- Table 1-5: Usage Overview for Sports Drinks: Overall, Gatorade, and
Powerade, 2006-2010 (percent of U.S. adults)
- Younger Adults and Hispanics Are Again Top Consumers
- SKU Introductions Average 100+ Annually Over 2006-2010
- Table 1-6: New Product Introductions in U.S. Market for Functional
Waters, 2006-2010 (reports and stock-keeping units)
- Alternative Retail and Healthy Convenience Draw
- Retail Sales to Reach $25 Billion by 2015
- Table 1-7: Projected U.S. Retail Sales of Energy Drinks/Shots, Sports
Drinks, and Functional Waters, 2010-2015 (in millions of dollars)
- Category Focus: Ready-to-Drink Tea and Coffee
- RTD Tea Claims 58% of Category Sales
- Figure 1-4: Segment Sales Shares for Ready-to-Drink Tea and Coffee, 2006
vs. 2010 (percent)
- Supermarkets/Supercenters Claim Two-Thirds of RTD Tea/Coffee Category
- Figure 1-5: Retail Channel Shares for Ready-to-Drink Tea and Coffee
Category, 2010 (percent)
- Wide Spectrum of Teas Is Segment Meta-Trend
- RTD Teas Benefit from Broad Demographic Draw
- Figure 1-7: Use of Ready-to-Drink Tea by Age Bracket, 2010 (percent and
index)
- "Coffeehouse in a Bottle" Is Segment Meta-Trend
- RTD Coffee Usage Rates Edge Back Up
- Table 1-8: Usage Overview for Ready-to-Drink Coffee: Overall and for
Starbucks Brands, 2006-2010 (percent of U.S. adults)
- Dairy Synergy
- RTD Tea/Coffee Retail Sales to Reach $7.4 Billion by 2015
- Table 1-9: Projected U.S. Retail Sales of Ready-to-Drink Tea and Coffee,
2010-2015 (in millions of dollars)
- Category Focus: Yogurt Drinks and Fruit/Vegetable Smoothies
- Supermarkets/Food Stores Claim 61% of Category
- Figure 1-8: Retail Channel Shares for Refrigerated Yogurt Drinks and
Smoothies Category, 2010 (percent)
- Probiotics Are Yogurt Drink Meta-Trend
- Marquez Brothers Heads Up Latin-Style Competitors
- General Mills Angling for Control of Yoplait
- Yogurt Drink Consumers Are Dieting and Fast Food Prone
- Hispanics Are Prime Consumers
- "Better Living Through Fresh Juice" Is Smoothie Meta-Trend
- California Culture Roots Reflected in Current Marketing
- 5% of Adults Use Smoothies
- Retail Sales to Reach $1.1 Billion by 2015
- Table 1-10: Projected U.S. Retail Sales of Refrigerated Yogurt Drinks
and Smoothies, 2010-2015 (in millions of dollars)
- Looking Ahead
- A Consumer Needs Perspective
- Table 1-11: Percent of Consumers Who Purchase Selected Beverage Types
When Grocery Shopping, 2011 (percent of U.S. adults)
- Growing Consumer Base and Pacesetting New Products
- Science No Longer Versus Nature
Chapter 2: Overall Market
- Scope of Report
- Three Categories, Seven Segments
- Report Methodology
- "Functional" and "Natural" Are Not Mutually Exclusive
- Hybrid Spirit Runs Deep in RTD
- Market Size and Composition
- Retail Sales at $23.4 Billion in 2010
- Figure 2-1: U.S. Retail Sales of RTD Functional and Natural Beverages,
2006-2010 (in millions of dollars)
- Sales Edge Out of Recessionary Slump
- Table 2-1: U.S. Retail Sales of RTD Functional and Natural Beverage by
Category, 2006-2010 (in millions of dollars)
- Energy Drinks/Shots Approach $10 Billion in Sales
- Table 2-2: U.S. Retail Sales of RTD Energy Drinks/Shots, Sports Drinks,
and Functional Waters, 2006-2010 (in millions of dollars)
- RTD Tea Reaches $4 Billion in Sales
- Table 2-3: U.S. Retail Sales of Ready-to-Drink Tea and Coffee, 2006-2010
(in millions of dollars)
- Refrigerated Smoothie Sales Surge
- Table 2-4: U.S. Retail Sales of Refrigerated Yogurt Drinks and
Smoothies, 2006-2010 (in millions of dollars)
- SymphonyIRI-Tracked Retail Sales at $6.0 Billion in 2010
- Table 2-5: SymphonyIRI-Tracked Sales by RTD Functional and Natural
Beverage Category and Segment, 2010 (in millions of dollars)
- Overall Market Outlook
- PepsiCo Leads as Marketer/Distributor
- Table 2-5: Leading Marketer/Distributor Shares of SymphonyIRI-Tracked
Sales of RTD Functional and Natural Beverages, 2010 (percent)
- Gatorade Returns to Growth with Back-to-Basics Positioning
- Downturns and Upticks in Product Introductions
- Table 2-6a: New Product Introductions in U.S. Market for RTD Functional
and Natural Beverages: By Product Segment, 2006-2010 (reports and
stock-keeping units)
- Table 2-6b: New Product Introductions in U.S. Market for RTD Functional
and Natural Beverages: By Product Segment, 2006-2010 (reports and
stock-keeping units)
- Demographics Favor Increased Consumption
- Table 2-7: Usage Rates for Selected RTD Functional or Natural Beverage
Product Segments: RTD Tea, Sports Drinks, and Energy Drinks, 2005-2010
(percent of U.S. adults)
- Figure 2-2: Use of Red Bull Energy Drinks/Shots and Living Essentials
5-Hour Energy Shots by Adult Generational Cohort, 2010 (percent)
- Caffeine-Positive Culture
- A Boost from Antioxidants
- Figure 2-3: Top Grocery Product Nutritional Claims, 2011 (percent)
- High Interest in "Superfruit" Juices Benefits Market
- Table 2-8: Purchasing of Selected "Superfruit" Beverage Types Within The
Past 12 Months, 2009 (percent of U.S. adults)
- Superfruits Are Everywhere in Functional and Natural Beverages Market
- Superhyping of Superfruits
- Probiotics Beyond Yogurt
- Have Marketers Found the Sugar-Free Pot of Gold?
- Stevia Jumps to Head of Line with Natural Appeal
- Neotame' s Artificiality a Marketing Downside
- Low/No-Cal Sweeteners Still a Work in Progress
- Glomming on to Gluten-Free
- Internet Help Creates and Level Playing Field for Hip Marketers
- Illustration 2-1: Screen Shots from Web Feed for Adina for Life' s "Drink
No Evil!"
- Cautionary Tales from Bolthouse and Rockstar
- Illustration 2-2: Poster for Bolthouse Protest Demonstration
- Eco-Consciousness: If You Talk the Talk, Walk the Walk
- Honest Tea Adopts Lighter-Weight PET
- Naked Juice Packaging Is Not Just Recyclable But Recycled
- Odwalla Ups the Eco-Ante With Plant-Based Plastic
- Natural, Organic and Fair Trade Add Value
- Popularity of Supplements Bodes Well for Market
- Figure 2-5: U.S. Retail Sales of Nutritional Supplements (in millions of
dollars)
Chapter 3: Energy Drinks, Sports Drinks, and Functional Waters
- Introduction
- Energy Drinks vs. Sports Drinks vs. Functional Waters
- Category Sales at $17.4 Billion
- Figure 3-1: U.S. Retail Sales of Energy Drinks/Shots, Sports Drinks, and
Functional Waters, 2006-2010 (in millions of dollars)
- Table 3-1: U.S. Retail Sales of RTD Energy Drinks/Shots, Sports Drinks,
and Functional Waters, 2006-2010 (in millions of dollars)
- SymphonyIRI-Tracked Retail Sales at $3.7 Billion in 2010
- Table 3-2: SymphonyIRI-Tracked Sales of Energy Drinks/Shots, Sports
Drinks, and Functional Waters, 2010 (in millions of dollars)
- Energy Drinks at 57% Category Share
- Figure 3-2: Segment Sales Shares for Energy Drinks/Shots, Sports Drinks,
and Functional Waters, 2006 vs. 2010 (percent)
- SPINSscan Tracking Shows Surge for Isotonic Beverages
- Table 3-3: SPINSscan-Tracked Sales of Sports, Energy, and Other
Functional Beverages: 52 Weeks Ending February 19, 2011 and Prior-Year 2010
and 2009 Periods (in millions of dollars)
- Convenience Stores Claim Half of Category
- Figure 3-3: Retail Channel Shares for Energy Drinks/Shots, Sports
Drinks, and Functional Waters Category, 2010 (percent)
- Segment Focus: Energy Drinks
- Energy Drinks and Energy Shots Have Opposing Meta-Trends
- What' s Energetic in Energy Drinks and Shots?
- Sugar
- B Vitamins
- Amino Acids
- Milk Thistle and Everything Else
- Triggering the Placebo Effect?
- Antecedents of Energy Drinks
- The Modern Energy Drink in the U.S
- Ties to the Rave and Nightclub Scene
- Extreme Sports as Individual Expression
- Music and Red Bull Marketing
- The Marketing Roadmap for Energy Drinks
- 5-Hour Energy Shots Blast Off
- Top Four Energy Drink/Shot Marketers Control 82% Share
- Table 3-4: SymphonyIRI-Tracked Sales of Energy Drinks and Shots: By
Leading Marketers and Brand Lines, 2010 (in millions of dollars)
- 100 Product Introduction Reports in 2010
- Table 3-5
- New Product Introductions in U.S. Market for Energy Drinks, 2006-2010
(reports and stock-keeping units)
- Usage Rates Edge Up Despite Recession
- Table 3-6: Usage Overview for Energy Drinks: Overall and by Leading
Brand Lines, 2006-2010 (percent of U.S. adults)
- Table 3-7: Grocery Shopping Patterns for Energy Drinks: Overall and for
Red Bull and 5-Hour Energy Brands, 2010 (percent of customers and index)
- Table 3-8: Health and Nutrition Psychographics for Energy Drink
Consumers: Overall and for Red Bull and 5-Hour Energy Brand Lines, 2010
(percent and index)
- Younger Adults and Hispanics Are Top Consumers
- Table 3-9: Consumer Demographics: Energy Drinks, 2010 (percent, number
of adults, and index)
- Segment Focus: Sports Drinks
- Athletic Performance: The Once and Future Meta-Trend
- The Origin of the Sports Drink
- Sports Drinks and the Prevention of Heat Related Illness
- Categories of Sports Drinks
- The Dairy Belt' s New Sports Drink: Chocolate Milk
- Gatorade at 76% of Segment
- Table 3-10: SymphonyIRI-Tracked Sales of Sports Drinks: By Top Marketers
and Brand Lines, 2010 (in millions of dollars)
- New Product Introductions Rates Remain High
- Table 3-11: New Product Introductions in U.S. Market for Sports Drinks,
2006-2010 (reports and stock-keeping units)
- Added Ingredients Trend Triggers Relaunches
- Don' t Settle For "An Incomplete Sports Drink"
- Indra Nooyi Takes Charge
- The G Series Explained
- Gatorade and the NFL Launch Beat the Heat PSA Campaign
- GSSI for the (Youthful) Masses: The Gatorade Performance Center
- Celebrity Marketing
- Illustration 5-1: 2010 Powerade Team Website Banner
- Powerade Creates FIFA Tie-in to Pursue Hispanic Market
- Nearly 40% Use Sports Drinks
- Table 3-12: Usage Overview for Sports Drinks: Overall, Gatorade, and
Powerade, 2006-2010 (percent of U.S. adults)
- Table 3-13: Grocery Shopping Patterns for Sports Drinks, 2010 (percent
of customers and index)
- Table 3-14: Health and Nutrition Psychographics for Sports Drink
Consumers, 2010 (percent and index)
- Younger Adults and Hispanics Are Top Consumers
- Table 3-15: Consumer Demographics: Sports Drinks, 2010 (percent, number
of adults, and index)
- Segment Focus: Functional Waters
- Functional Water: Like Water, Only Better
- Putting the Function in Functional Water
- Vitamins and Minerals
- Fluoride
- Electrolytes
- Protein Exits Center Stage
- Other Nutraceutical Ingredients
- Functional Flavoring?
- Water, of Course
- The "Healthy" Debate
- Top Two Marketers Corner 97% of Sales
- Table 3-16: SymphonyIRI-Tracked Sales of Functional Waters: By Leading
Marketers and Brand Lines, 2010 (in millions of dollars)
- Vitaminwater Fights Back
- SoBe Lifewater Goes "Zero"
- Illustration 3-2: Screenshot from SoBe "Inner Lizard" Ad
- Propel Beefs Up its Line-Up
- The "Skinny" on Skinny Water
- Illustration 3-3: Skinny Nutrition' s New Skinny Water Lineup
- Arizona Rescue Water: The Power of Tea
- SKU Introductions Average 100+ Annually Over 2006-2010
- Table 3-17: New Product Introductions in U.S. Market for Functional
Waters, 2006-2010 (reports and stock-keeping units)
- Alternative Retail and Healthy Convenience Draw
- Table 3-18: Usage Overview for Functional Waters, 2009-2010 (percent of
U.S. adults)
- Table 3-19: Grocery Shopping Patterns for Functional Waters, 2010
(percent of customers and index)
- Table 3-20: Health and Nutrition Psychographics for Functional Water
Consumers, 2010 (percent and index)
- Younger, African-American Skews to Consumer Base
- Table 3-21: Consumer Demographics: Functional Waters, 2010 (percent,
number of adults, and index)
- Category Growth Projections
- Retail Sales to Reach $25 Billion by 2015
- Table 3-22: Projected U.S. Retail Sales of Energy Drinks/Shots, Sports
Drinks, and Functional Waters, 2010-2015 (in millions of dollars)
Chapter 4: Ready-to-Drink Tea and Coffee
- Introduction
- What Is RTD Tea?
- What Is RTD Coffee?
- RTD Tea vs. Coffee Marketing Trajectories
- Category Sales at $5.1 Billion
- Figure 4-1: U.S. Retail Sales of Ready-to-Drink Tea and Coffee,
2006-2010 (in millions of dollars)
- Table 4-1: U.S. Retail Sales of Ready-to-Drink Tea and Coffee, 2006-2010
(in millions of dollars)
- SymphonyIRI-Tracked Retail Sales at $1.9 Billion in 2010
- Table 4-2: SymphonyIRI-Tracked Sales of Ready-to-Drink Tea and Coffee,
2010 (in millions of dollars)
- RTD Tea Claims 58% of Category Sales
- Figure 4-2: Segment Sales Shares for Ready-to-Drink Tea and Coffee, 2006
vs. 2010 (percent)
- SPINSscan-Tracked Sales of RTD Tea/Coffee at $23 Million in 2010
- Table 4-3: SPINSscan-Tracked Sales of Ready-to-Drink Tea and Coffee: 52
Weeks Ending February 19, 2011 and Prior-Year 2010 and 2009 Periods (in
millions of dollars)
- Supermarkets/Supercenters Claim Two-Thirds of Category
- Figure 4-3: Retail Channel Shares for Ready-to-Drink Tea and Coffee
Category, 2010 (percent)
- Segment Focus: Ready-to-Drink Tea
- Wide Spectrum of Teas Is the Meta-Trend
- Varieties of Tea
- Top Four Players Account for 72% of SymphonyIRI-Tracked Sales
- Table 4-4: SymphonyIRI-Tracked Sales of Shelf-Stable or Refrigerated
Ready-to-Drink Tea: By Top Marketers and Brand Lines, 2010 (in millions of
dollars)
- Table 4-5: SymphonyIRI-Tracked Sales of Shelf-Stable Ready-to-Drink Tea:
By Leading Marketers and Brand Lines, 2010 (in millions of dollars)
- Table 4-6: SymphonyIRI-Tracked Sales of Refrigerated Ready-to-Drink Tea:
By Leading Marketers and Brand Lines, 2010 (in millions of dollars)
- Power Structure Can Propel Successful Entrepreneurs
- New Product Introduction Rates Remain High
- Table 4-7: New Product Introductions in U.S. Market for Ready-to-Drink
Tea, 2006-2010 (reports and stock-keeping units)
- Figure 4-4: New Product Introductions by Flavor in U.S. Market for
Ready-to-Drink Tea, 52 Weeks Ending March 31, 2011 (number of reports)
- Figure 4-5: New Product Introductions by Package Claim/Tag in U.S.
Market for Ready-to-Drink Tea, 52 Weeks Ending March 31, 2011 (number of
reports)
- RTD Tea Usage Rates Edge Up
- Table 4-8: Usage Overview for Ready-to-Drink Tea, 2006-2010 (percent of
U.S. adults)
- 7-Eleven, BJ' s Wholesale Customers Are Prime RTD Tea Drinkers
- Table 4-9: Grocery Shopping Patterns for Ready-to-Drink Tea, 2010
(percent of customers and index)
- RTD Tea Consumers Are Health and New Product Prone
- Table 4-10: Health and Nutrition Psychographics for Ready-to-Drink Tea
Consumers, 2010 (percent and index)
- Diet Versions, Arizona Brand on Usage Upswing
- Table 4-11: Usage Overview by Type and Brand: Ready-to-Drink Tea,
2006-2010 (percent of U.S. adults)
- RTD Teas Benefit from Broad Demographic Draw
- Figure 4-6: Use of Ready-to-Drink Tea by Age Bracket, 2010 (percent and
index)
- Table 4-12: Consumer Demographics: Ready-to-Drink Tea, 2010 (percent,
number of adults, and index)
- Segment Focus: Ready-to-Drink Coffee
- "Coffeehouse in a Bottle" Is the Meta-Trend
- Arabica vs. Robusta Coffee Beans
- RTD Coffee Beginning to Tout 100% Arabica Beans
- Caffeine, De-Caffeinated, and Hyper-Caffeinated RTD Coffee
- Blended Coffees
- Varietal and Estate Coffees
- Organic Coffee and Sustainably Grown Coffee
- Fair Trade Coffee
- Shade Grown Coffee
- The Roasting Process
- Espresso: A Brewing Process as Well as a Roast
- Flavoring Coffee
- Chocolate Tie-Ins
- Coffeehouse Terms Used in RTD Beverages
- Italianesque Coffeehouse Terms
- Research Supports Coffee' s Health Halo
- Starbucks at 90% of SymphonyIRI-Tracked RTD/Rfg Coffee Sales
- Table 4-13: SymphonyIRI-Tracked Sales of Ready-to-Drink and Refrigerated
Coffee: By Leading Marketers and Brand Lines, 2010 (in millions of dollars)
- New Product Introductions Approach Pre-Recession Levels
- Table 4-14: New Product Introductions in U.S. Market for Ready-to-Drink
Coffee, 2006-2010 (reports and stockkeeping units)
- Consumer Usage Rates Also Edge Back Up
- Table 4-15: Usage Overview for Ready-to-Drink Coffee: Overall and for
Starbucks Brands, 2006-2010 (percent of U.S. adults)
- Diverse Retail Patterns for RTD Coffee Drinkers
- Table 4-16: Grocery Shopping Patterns for Ready-to-Drink Coffee: Overall
and for Starbucks Brands, 2010 (percent of customers and index)
- Dairy Synergy: Coffee and Yogurt Drink Psychographics
- Table 4-17: Health and Nutrition Psychographics for Ready-to-Drink
Coffee Consumers: Overall and for Starbucks Brands, 2010 (percent and index)
- Asian-Americans Head List of Top Consumers
- Table 4-18: Consumer Demographics: Ready-to-Drink Coffee, 2010 (percent,
number of adults, and index)
- Category Growth Projections
- Retail Sales to Reach $7.4 Billion by 2015
- Table 4-19: Projected U.S. Retail Sales of Ready-to-Drink Tea and
Coffee, 2010-2015 (in millions of dollars)
Chapter 5: Yogurt Drinks and Smoothies
- Introduction
- Yogurt Drinks vs. Smoothies
- Category Sales at $894 Million
- Figure 5-1: U.S. Retail Sales of Refrigerated Yogurt Drinks and
Smoothies, 2006-2010 (in millions of dollars)
- Table 5-1: U.S. Retail Sales of Refrigerated Yogurt Drinks and
Smoothies, 2006-2010 (in millions of dollars)
- SymphonyIRI-Tracked Retail Sales at $523 Million in 2010
- Table 5-2: SymphonyIRI-Tracked Sales of Refrigerated Yogurt Drinks and
Smoothies, 2010 (in millions of dollars)
- Figure 5-2: Segment Sales Shares for Refrigerated Yogurt Drinks and
Smoothies, 2006 vs. 2010 (percent)
- SPINSscan-Tracked Sales of Yogurt and Kefir Drinks at $16 Million in 2010
- Table 5-3: SPINSscan-Tracked Sales of Yogurt & Kefir Drinks: 52 Weeks
Ending February 19, 2011 and Prior-Year 2010 and 2009 Periods (in millions
of dollars)
- SPINSscan Tracking of Rfg Fruit/Vegetable Blends at $4.5 Million
- Supermarkets/Food Stores Claim 61% of Category
- Figure 5-3: Retail Channel Shares for Refrigerated Yogurt Drinks and
Smoothies Category, 2010 (percent)
- Segment Focus: Yogurt Drinks
- Probiotics Are Segment' s Meta-Trend
- Lactose Bulgaricus and the Emergence of Probiotics
- Yakult and the Arrival of Probiotic Yogurt Drinks
- Dannon at 56% of SymphonyIRI-Tracked Sales
- Table 5-4: SymphonyIRI-Tracked Sales of Refrigerated Yogurt Drinks: By
Leading Marketers and Brand Lines, 2010 (in millions of dollars)
- Marquez Brothers Heads Up Latin-Style Competitors
- General Mills Angling for Control of Yoplait
- The Regulatory Challenge of Marketing Probiotics
- Illustration 5-1: Screen Shot from Yakult' s "Love Your Insides" TV Spot
- Illustration 5-2: Screen Shot from Yakult' s "Love Your Insides" TV Spot
- Prove It!
- DanActive Claims Lead to Lawsuits
- Illustration 5-3: Screen Shots from DanActive "Body Defenses" TV Spot
- Dannon Probiotics Websites Offline
- Illustration 5-4: Screen Shot of Dannon Probiotics Center
- Stonyfield' s Organic Greener, Gentler Probiotic Positioning
- Success of Danimals and Lactobacillus Rhamnosus GG
- Illustration 5-5: Screen Shot of Epoca Cool Spanish Language Video Spot
- More for the Kids
- The Frusion Breakfast Smoothie
- New Product Introductions Pick Up in 2010
- Table 5-5: New Product Introductions in U.S. Market for Refrigerated
Yogurt Drinks, 2006-2010 (reports and stockkeeping units)
- Usage Rates for Yogurt Drinks on the Rebound
- Figure 5-4: Usage Overview for Yogurt Drinks, 2008-2010 (percent of U.S.
adults)
- Natural Supermarket Shoppers and Yogurt Drinks
- Table 5-6: Grocery Shopping Patterns for Yogurt Drink Consumers, 2010
(percent of customers and index)
- Yogurt Drink Consumers Are Also Dieting and Fast Food Prone
- Table 5-7: Health and Nutrition Psychographics for Yogurt Drink
Consumers, 2010 (percent and index)
- Hispanics Are Prime Consumers
- Table 5-8: Consumer Demographics: Yogurt Drinks, 2010 (percent, number
of adults, and index)
- Segment Focus: Smoothie Drinks
- "Better Living Through Fresh Juice" Is Segment' s Meta-Trend
- A Primer on Smoothies
- Made-to-Order Foodservice vs. Packaged Retail
- Green Smoothies
- Why Smoothies?
- Roots in Health and Fitness Culture
- Bernarr MacFadden: Diet and Fitness Pioneer
- Paul Bragg and California "Juice Therapy"
- The Countercultural Birth of the Smoothie
- Top Three Marketers Control 94% of SymphonyIRI-Tracked Sales
- Table 5-9: SymphonyIRI-Tracked Sales of Refrigerated Juice/Drink
Smoothies: By Leading Marketers and Brand Lines, 2010 (in millions of
dollars)
- California Juice Culture in Odwalla' s Current Marketing
- Sustainable Sourcing for Naked Juice and Odwalla
- Illustration 5-6: Print Ad for Odwalla' s Haiti Hope Project
- Eco-Packaging for Naked Juice and Odwalla
- Odwalla' s Plant a Tree Program
- Illustration 5-7: Map of Odwalla' s Plant a Tree Program
- Bolthouse' s Trade Promotion Optimization Planner
- New Product Introduction Trends
- Table 5-10: New Product Introductions in U.S. Market for Smoothies:
Refrigerated vs. Shelf-Stable/Frozen, 2006- 2010 (number)
- Approximately 5% of Adults Use Smoothies
- Table 5-11: Usage Overview: Odwalla, Naked Juice, and Bolthouse Farms
Fruit Juices/Drinks, 2009-2010 (percent of U.S. adults)
- Grocery Shopper Patterns by Smoothie Brand
- Table 5-12: Grocery Shopping Overview: Odwalla, Naked Juice, and
Bolthouse Farms Consumers, 2010 (percent of customers and index)
- Nutrition Psychographics for Smoothie Consumers
- Table 5-13: Consumer Psychographics: Odwalla, Naked Juice, and Bolthouse
Farms, 2010 (percent and index)
- Gen Y, Blacks, and Pacific Region Consumers Are Prime Demographics
- Figure 5-5: Usage Rates for Smoothies by Generational Age Bracket, 2010
(percent)
- Table 5-14: Consumer Demographics: Odwalla, Naked Juice, and Bolthouse
Farms, 2010 (percent and index)
- Category Growth Projections
- Retail Sales To Reach $1.1 Billion by 2015
- Table 5-15: Projected U.S. Retail Sales of Refrigerated Yogurt Drinks
and Smoothies, 2010-2015 (in millions of dollars)
Chapter 6: Looking Ahead
- A Consumer Perspective
- Table 6-1: Percent of Consumers Who Purchase Selected Beverage Types When
Grocery Shopping, 2011 (percent of U.S. adults)
- Living Essentials
- Table 6-2: Percent of U.S. Consumers Who Have Purchased Food or Beverage
Products in the Last 12 Months Because of Their Nutritional Benefits in
Relation to Specific Health Conditions or Concerns, 2009
- An Energetically Growing Consumer Base
- Table 6-3: Percent of Consumers Who Use Selected Beverage Types, 2004 vs.
2010 (percent of U.S. adults)
- Pacesetting New Products
- Table 6-4: SymphonyIRI 2010 New Product Pacesetters: Top 10 Food and
Beverage Brands (in millions of dollars)
- Science No Longer Versus Nature
- Table 6-5: Percent of New Product Introductions Making Selected Packaging
Claims: Energy/Sports Drinks, Readyto-Drink Tea/Coffee, and Refrigerated
Yogurt/ Smoothies, Two-Year Period Ending March 21, 2011 (percent)
Appendix: Addresses of Selected Marketers
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