Functional and Natural Ready-to-Drink Beverages in the U.S.

Date: May 22, 2011
Pages: 242
Price:
US$ 3,500.00
Publisher: Packaged Facts
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: FEBD6556E6EEN
Leaflet:

Download PDF Leaflet

Functional and Natural Ready-to-Drink Beverages in the U.S.
Packaged Facts’ Functional and Natural RTD Beverages in the U.S. offers a comprehensive look at the $21 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.
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
Skip to top


Tea and Ready-to-Drink Tea in the U.S., 4th Edition US$ 3,850.00 Oct, 2011 · 192 pages
El Salvador Sports Drinks Category Profile - 2015 US$ 794.00 Dec, 2015 · 7 pages

Ask Your Question

Functional and Natural Ready-to-Drink Beverages in the U.S.
Company name*:
Contact person*:
Phone/fax*:
Email*:
Request invoice
Your enquiry:
Please click on a Check Box below to confirm you are not a robot: