市場調査レポート

米国の機能性および自然派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

発行 Packaged Facts 商品コード 191863
出版日 ページ情報 英文 242 Pages
納期: 即日から翌営業日
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米国の機能性および自然派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
出版日: 2011年05月01日 ページ情報: 英文 242 Pages
概要

2008年、2009年の不況時、米国の消費者経済全体や食品・飲料産業全体と同様に、ほとんどの機能性および自然派RTD(Ready-to-Drink)飲料の売上成長がほぼ横ばいとなりました。しかし2010年にはエネルギー/スポーツ飲料、RTDティー/コーヒーの分野が新たなダイナミズムを示し、新たな売上成長サイクルの始まりのサインとなりました。一部のエネルギー飲料には議論があるものの、この製品区分は2010年の製品投入全体の44%を占め、市場を支配する立場となっています。

当レポートでは、米国の機能性飲料および自然派RTD飲料市場の現状と見通しを調査分析し、総市場および製品区分別の売上の推移と予測(〜2015年)、各飲料区分別の主要動向、流通販売経路の分析、新製品の投入動向、主要会社・製品・ブランドなどをまとめ、概略下記の構成でお届けいたします。

第1章 エグゼクティブサマリー

第2章 市場

  • 調査範囲
  • 市場規模・市場構成
    • 2010年の小売売上:234億ドル
    • 不況のスランプを脱出
    • エネルギー飲料/ショット:100億ドルの売上に近づく
    • RTDティー:売上40億ドルに達する
    • 冷蔵スムージーの売上の急増
    • SymphonyIRIによる小売売上:60億ドル(2010年)
  • 総市場の展望
    • PepsiCo:流通販売会社としてリード
    • Gatorade:バックトゥベーシックの位置付けで成長基調に復活
    • 製品投入の落ち込みと増加
    • 消費拡大の人口構成
    • カフェインに肯定的な文化
    • 抗酸化剤からの強み
    • "スーパーフルーツ"ジュースへの高い関心と市場へのメリット
    • 機能性・自然派飲料市場のどこでも見られるスーパーフルーツ
    • ヨーグルト以上のプロバイオティクス
    • 砂糖不使用
    • ステビア
    • ネオテームの人工性のデメリット
    • 低カロリー/ゼロカロリーの甘味料
    • グルテンフリー
    • インターネットによる支援
    • Bolthouse、Rockstarからの訓話
    • エコへの意識
    • 自然派・オーガニック・フェアトレードの付加価値
    • サプリメントの人気:市場にとって好ましい、など

第3章 エネルギー飲料・スポーツ飲料・機能性ウォーター

  • イントロダクション
  • エネルギー飲料 vs. スポーツ飲料 vs. 機能性ウォーター
  • カテゴリー売上:174億ドル
  • SymphonyIRIによる小売売上:37億ドル(2010年)
  • エネルギー飲料が57%のカテゴリーシェアを占める
  • SPINSscanによる調査:アイソトニック飲料の急増
  • コンビニエンスストアのよる販売:カテゴリーの半数
  • 注目区分:エネルギー飲料
  • 注目区分:スポーツ飲料
  • 注目区分:機能性ウォーター
  • カテゴリー成長予測

第4章 RTDティー・コーヒー

  • イントロダクション
  • カテゴリー売上:51億ドル
  • SymphonyIRIによる小売売上:19億ドル(2010年)
  • RTDティー:カテゴリー売上の58%のシェア
  • スーパーマーケット/スーパーセンターでの販売:カテゴリーの3分の2
  • 注目区分:RTDティー
  • 注目区分:RTDコーヒー
  • カテゴリー成長予測

第5章 ヨーグルト飲料・スムージー

  • イントロダクション
  • ヨーグルト飲料 vs. スムージー
  • カテゴリー売上:8億9,400万ドル
  • SymphonyIRIによる小売売上:5億2,300万ドル(2010年)
  • SPINSscanによるヨーグルト・ケフィア飲料売上:1,600万ドル(2010年)
  • スーパーマーケット/食品店での販売:61%のカテゴリーシェア
  • 注目区分:ヨーグルト飲料
  • 注目区分:スムージー飲料
  • カテゴリー成長予測

第6章 将来の展望

  • 消費者の展望
  • 必需品
  • 強力に拡大する消費者基盤
  • 先導的な新製品
  • 科学と自然

付録

目次
Product Code: LA2806017

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
      • Roast Categories
    • 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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