Shift To Healthier Drinks In The U.S As Carbonates Sales Decline
DUBLIN, Ireland - Research and Markets (http://www.researchandmarkets.com/reports/c72670) has announced the addition of “Concentrates in the US” to their offering.
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Product coverage includes: liquid concentrates and powder concentrates
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Shift to healthier drinks as carbonates sales decline
As reports of obese Americans and the cost to the medical care system dominate the media, more and more attention is being paid by both consumers and manufacturers to healthier soft drinks. Traditional carbonates have lost favour with American consumers, who are turning to lower calorie diet sodas, or more commonly to other soft drinks altogether.
Naturally healthy juices with antioxidants, like pomegranate and cranberry, enjoyed strong sales gains. Speciality green, white and red RTD teas with higher natural antioxidant levels continue to appear on the market. Functional waters also continued to make gains, as well as organic beverages, with consumers proving willing to accept higher prices due to the perceived health advantages of these products.
Functional drinks remain popular
Some of the strongest growth in 2006 came from sales of functional drinks. Sports drinks have continued to grow in popularity among US consumers, despite increased competition from sports-oriented functional waters, as market leaders Gatorade and Powerade continue to launch brand extensions targeting specific consumer tastes. Targeted marketing has also been a key factor for growth in energy drinks, with new brands often targeting specific niche markets, rather than focusing on broader appeal.
Energy drinks also foster brand loyalty through trendy “street” advertising and Internet sites that use contests and message boards to build a sense of community around their brands. As a result, energy drinks have taken off among the “echo boomer” generation, where they are consumed in much the same way coffee is consumed by older people. Highly concentrated caffeine levels give consumers a boost that goes beyond coffee, and are popular both with office workers as a late in the day pick-me-up and with concert goers for added energy.
Portability and impulse purchasing
A strong consumer desire for convenience has led to an increase in portable packaging types among soft drinks, and led to more impulse purchasing. Chiller cabinets that once carried carbonate brands now routinely devote space to bottled waters, juices, RTD teas and coffees, and energy and sports drinks. Single-serve packaging has become an entry point for many brands, and multipacks of single-serve bottles have been launched in recent years to great success for many types of soft drinks, and begun to replace the larger 64 oz (1.9 litre) or gallon (3.8 litre) sizes traditionally used for home consumption.
Carbonates manufacturers have debuted smaller, 8 oz (237ml) sizes for portability, and placed a greater focus on end cap refrigerated shelving at checkout aisles. In addition, on-trade sales have received a boost in recent years as restaurants have started to offer bottled water and PET bottled juices along with the more traditional fountain juices and carbonates. Consumers have shown a greater desire for choice within the marketplace, and the greater variety of portable, smaller sizes has helped maintain volume sales of soft drinks.
Companies Mentioned:
- Cadbury Schweppes Plc
- The Coca-Cola Co
- Mott’s Inc
- The Minute Maid Co
- PepsiCo Inc
- South Beach Beverage Co
- Quaker Oats Co, The
- Ocean Spray Cranberries Inc
- Kraft Foods Inc
- Dr Pepper/Seven Up Inc
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Source: Euromonitor International
