All Nine Leading Categories, from Soft Drinks to Spirits, Analyzed and Compared Over Ten-Year Period

Soft Drinks Remain America's Favorite, With Bottled Water ShowingStrong Gains

Carbonatedsoft drinks have remained America's favorite quaff throughout the '90s and willhold their lead well into the new Millennium, while the beverage showing the most dramaticgrowth is bottled water, reveals a new study published by Beverage Marketing Corporation.

Entitled"The Multiple Beverage Marketplace in the U.S.," the new Market Report providesan overview of the entire domestic market, and summarizes key developments in the nineleading beverage categories, both individually and compared with one another in terms oftotal volume, dollar sales, growth, market share and per capita consumption.  Thebeverages surveyed include beer, bottled water, coffee, fruit drinks and juices, milk,soft drinks, spirits, tea and wine, from 1993 to 1998, and projected to 2003.

Onreleasing the new report, Michael C. Bellas, Chairman and CEO of Beverage Marketing,stated that it would be updated and published on a regular basis, recognizing "thegrowing trend among leading industry firms to expand across a broad range of beveragecategories, and the concomitant realization that, to a growing extent, beverages tend tocompete with one another across category lines."

Totalbeverage volume, the study reports, grew only slightly in 1998 from the preceding year,reaching a total of 49.3 billion gallons, and per capita consumption remained steady, atapproximately 192.5 gallons a year for every American man, woman and child.  Bottledwater, however, was the only category to show double-digit growth for the year, risingmore than 10 percent.  Other volume gainers were wine at 3.6 percent, soft drinks at3.4 percent, spirits at 1.8 percent, beer at 1.4 percent, coffee, tea and fruit beveragesat 1 percent or less, while milk lost volume by 0.4 percent.  Relative growth insales dollars differed, however, due to price variations.

Bottled water's surge

Inmarket share, soft drinks held first place with 30.7 percent and milk was second with 12.9percent, followed closely by beer and coffee.  Bottled water finished in sixthposition, behind fruit beverages.  In the five years from 1993-1998, however, thereport shows that bottled water passed the tea category, while coffee and beer switchedpositions.

Projectingbeverage volumes to the year 2003, the report estimates a grand total of 51.9 billiongallons, a compound annual growth of 1.0 percent.  Bottled water will show by far thelargest advance, a compound growth of 7.4 percent, with wine and soft drinks each under 3percent, and all others in fractional numbers.  Projections of sales dollars show asimilar pattern.

The180-page report, with 68 charts and numerous tables, follows an overall-market summarywith individual chapters on each of the nine major categories, featuring an overviewdiscussion, as well as data and analysis of volume, dollar sales, per capita consumptionand special conditions affecting each beverage type.  "The Multiple U.S.Beverage Market" is one of more than 20 Market Reports issued regularly by thecompany providing authoritative data and insights on key beverage areas and issues.

Beverage Marketing Corporation, based inNew York, is the leading supplier of information, consulting and financial services to theglobal beverage industry.


Volume, Share & Growth by Category

Millions of Gallons Share of Volume % Change
Categories 1997 1998 1997 1998 1997/98
Soft Drinks 14,665.8 15,160.6 29.9% 30.7% 3.4%
Milk 6,391.5 6,365.9 13.0% 12.9% -0.4%
Beer 5,908.6 5,992.3 12.0% 12.1% 1.4%
Coffee 5,833.7 5,892.0 11.9% 11.9% 1.0%
Fruit Beverages 4,029.1 4,066.2 8.2% 8.2% 0.9%
Bottled Water 3,425.1 3,772.4 7.0% 7.6% 10.1%
Tea 2,556.1 2,578.2 5.2% 5.2% 0.9%
Wine 507.8 526.0 1.0% 1.1% 3.6%
Spirits 329.9 335.8 0.7% 0.7% 1.8%
Subtotal 43,647.6 44,689.4 89.0% 90.6% 2.4%
Others 5,408.4 4,640.4 11.0% 9.4% -14.8%
TOTAL 49,056.0 49,329.8 100.0% 100.0% 0.6%

Source: Beverage Marketing Corporation