2013 New Age Beverages in the U.S.

Published: December 2013

Publisher: Beverage Marketing Corporation

Product ref: 190867

Pages: 359

Format: PDF

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Report description

Offering insight on a broad array of beverages that share similar attributes and bonsumer perceptions and compete for shelf space and consumer loyalty, this report examines ready-to-drink tea and coffee, sports beverages, energy drinks, single-serve fruit beverages, kombucha and all the various New Age segments. It provides data on the segments' volume and sales and discusses leading companies and their strategies.

Report extract:

The sparkling juice category has gone through several phases.

  • In the 1980s, the New Age category was in its infancy. Several sparkling juice brands - such as Crystal Geyser Juice Squeeze, After the Fall, Knudsen, Sundance and Koala - emerged. (The latter two are no longer on the market.)
  • In the 1990s, many New Age segments grew strongly - including sports beverages, retail PET water, RTD tea and other single-serve fruit beverages.
  • Despite this growth in alternative drinks, carbonated soft drinks continued to grow throughout much of the decade.
  • Starting in 1999, although CSD per caps began to decline, the New Age category began to be more consolidated in the hands of Coca-Cola, PepsiCo and Cadbury Schweppes.
  • With many New Age drink categories under the increasing sway of the larger companies, smaller companies began to introduce new sparkling juice brands in the 2000 to 2003 period. Brands included The Switch, Izze, Talking Rain Sparkling Juice, Wild Fruitz and Fizzy Lizzy, among others. Several brands have declined or fallen out of the market (e.g., Ocean Spray Juice Spritzers and NectarFizz).
  • Societal factors have created an opportunity for the sparkling juice category to leverage the vulnerabilities of CSDs.
  • Consumers are willing to pay premium prices for these benefits, which include the use of cane sugar and natural fruit sugars instead of high fructose corn syrup, fewer artificial ingredients and real fruit juice taste.
  • A flock of juice lines packed in guideline-friendly eight-ounce slim cans have also been vying to get entrenched in schools. The package boasts the advantage of keeping within eight-ounce limitations on juice servings to younger students, being unbreakable and easy to vend, and reminding kids of energy drinks like Red Bull, thereby hopefully raising the drinks' cool factor.
  • The Switch, a line of sparkling 100% juices, was aiming largely at the school channel in eastern markets in its post-bankruptcy restaging under the ownership of Luther King Capital Management, while the company's former CEO, Bill Hargis, has pushed a similar line called Fruit 66.
  • Other brands, such as the now PepsiCo-owned Izze, were offering products that are less than 100% juice - which is an acceptable proposition in some school systems, but a no-no in others, in the current fragmented guidelines environment.
  • Efficiently serving schools is an arduous process that calls for different sets of skills and resources than those required to work conventional retail channels,

Table of contents

1. THE MULTIPLE SEGMENT NEW AGE BEVERAGE MARKET
The Current New Age Market
Exhibits
• New Age Beverage Market Dollar Sales and Volume 1985 – 2013
• New Age Beverage Market Annual Growth 1995 – 2013
• New Age Beverage Market Per Capita Consumption 1985 – 2013

2. NEW AGE SEGMENTS
New Age Beverage Market Segments – Dollars
• Single-Serve Water
• Single-Serve Fruit Beverages
• Sports Beverages
• Ready-to-Drink Tea
• Sparkling Water
• Premium Soda
• Vegetable/Fruit Juice Blends
• Ready-to-Drink Coffee
• Energy Drinks
• Single-Serve Dairy
• Kombucha
• Coconut Water
New Age Beverage Market Segments – Volume and Price
Exhibits
• New Age Beverage Market Segments Estimated Retail Dollar Sales 2008 – 2012
• New Age Beverage Market Segments Share of Retail Dollar Sales 2008 – 2012
• New Age Beverage Market Segments Change in Retail Dollar Sales 2009 – 2012
• New Age Beverage Market Segments Estimated Wholesale Dollar Sales 2007 – 2012
• New Age Beverage Market Segments Share of Wholesale Dollar Sales 2007 – 2012
• New Age Beverage Market Segments Change in Wholesale Dollar Sales 2008 – 2012
• New Age Beverage Market Segments Volume 2007 – 2013
• New Age Beverage Market Segments Share of Volume 2007 – 2013
• New Age Beverage Market Segments Change in Volume 2008 – 2013
• New Age Beverage Market Segments Estimated Wholesale Prices 2007 – 2012

3. NEW AGE REGIONAL MARKETS
New Age Regional Markets
• The South
• The West
• The Northeast
• The Midwest
New Age Segments by Regional Markets
• Sparkling Water
• Premium Soda
• Ready-to-Drink Tea
• Single-Serve Fruit Beverages
• Sports Beverages
• Retail PET Water
• Ready-to-Drink Coffee
Exhibits
• New Age Beverage Regional Markets Wholesale Dollar Sales 2007 – 2012
• New Age Beverage Regional Markets Share of Wholesale Dollars 2007 – 2012
• New Age Beverage Regional Markets Change in Wholesale Dollars 2008 – 2012
• New Age Beverage Regional Markets Wholesale Dollar Sales by Segment 2007 – 2012
• New Age Beverage Regional Markets Share of Wholesale Dollars by Segment 2007 – 2012
• New Age Beverage Regional Markets Change in Wholesale Dollars by Segment 2008 – 2012
Chapter

4. NEW AGE DISTRIBUTION CHANNELS
Distribution of New Age Beverages
Exhibits
• New Age Beverages Estimated Volume by Distribution Channel 2007 – 2012
• New Age Beverages Volume Share by Distribution Channel 2007 – 2012
• New Age Beverages Volume Growth by Distribution Channel 2008 – 2012

5. THE LEADING NEW AGE COMPANIES AND THEIR BRANDS
The Leading Companies
PepsiCo, Inc.
• Overview
• Gatorade – Overview
• Gatorade – Marketing
• Gatorade – Distribution
• Aquafina – Overview
• Aquafina – Marketing
• Aquafina – Distribution
• PLTP – Overview
• PLTP – Marketing
• PLTP – Distribution
• SoBe – Overview
• SoBe – Marketing
• SoBe – Distribution
• Frappuccino – Overview
• Frappuccino – Marketing
• Ocean Spray – Overview
• Dole – Overview
• Tropicana – Overview
• Tropicana – Marketing
• Naked Juice – Overview
• Naked Juice – Marketing
• Naked Juice – Distribution
• Izze – Overview
• Izze – Marketing
• Izze – Distribution
• Amp – Overview
• Amp – Marketing
Coca-Cola Company
• Overview
• Dasani – Overview
• Dasani – Marketing
• Dasani – Distribution
• Energy Brands – Overview
• Energy Brands – Marketing
• Energy Brands – Distribution
• Gold Peak – Overview
• Gold Peak – Marketing
• Minute Maid – Overview
• Minute Maid – Marketing
• Minute Maid – Distribution
• Fuze – Overview
• Fuze – Marketing
• Fuze – Distribution
• Powerade – Overview
• Powerade – Marketing
• Powerade – Distribution
• Honest Tea – Overview
• Honest Tea – Marketing
• Honest Tea – Distribution
• Full Throttle – Overview
• Full Throttle – Marketing
• Illy Issimo – Overview
• Illy Issimo – Marketing
Nestlé Waters North America
• Overview
• Bottled Water Brands – Marketing
• RTD Tea Brands – Marketing
• Distribution
Dr Pepper Snapple Group, Inc.
• Overview
• Hawaiian Punch – Marketing
• Snapple Beverage Group – Overview
• Snapple Beverage Group – Marketing
• Snapple Beverage Group – Distribution
• Venom – Overview
Red Bull
• Overview
• Marketing
• Distribution
Ferolito, Vultaggio & Sons
• Overview
• Marketing
• Distribution
Rockstar, Inc.
• Overview
• Marketing
• Distribution
Monster Beverage Corporation
• Overview
• Marketing
• Distribution
Exhibits
• Leading New Age Beverage Companies Estimated Wholesale Dollar Sales 2007 – 2012
• Leading New Age Beverage Companies Share of Wholesale Dollar Sales 2007 – 2012
• Leading New Age Beverage Companies Change in Wholesale Dollar Sales 2008 – 2012
• Leading New Age Beverage Brands Estimated Wholesale Dollar Sales 2007 – 2012
• Leading New Age Beverage Brands Share of Wholesale Dollar Sales 2007 – 2012
• Leading New Age Beverage Brands Change in Wholesale Dollar Sales 2008 – 2012

6. NEW AGE BEVERAGE ADVERTISING EXPENDITURES
New Age Beverage Brands Advertising Expenditures
New Age Beverage Advertising By Media
New Age Beverage Advertising By Category
Exhibits
• Leading New Age Beverage Brands Advertising Expenditures 2007 – 2012
• Leading New Age Beverage Brands Share of Advertising Expenditures 2007 – 2012
• Leading New Age Beverage Brands Change in Advertising Expenditures 2008 – 2012
• Estimated New Age Advertising Expenditures by Media 2007 – 2012
• Estimated New Age Advertising Share of Expenditures by Media 2007 – 2012
• Estimated New Age Advertising Change in Expenditures by Media 2008 – 2012
• Estimated New Age Advertising Expenditures by Market Segment 2007 – 2012
• Estimated New Age Advertising Share of Expenditures by Segment 2007 – 2012
• Estimated New Age Advertising Change in Expenditures by Segment 2008 – 2012

7. DEMOGRAPHICS OF THE NEW AGE BEVERAGE CONSUMER
The New Age Beverage Consumer
• Overview
• Comparative Demographics of New Age Brands
Exhibits
• Demographics of the Bottled Water Consumer 2012
• Demographics of the RTD Tea Consumer 2012
• Demographics of the Sports Beverage Consumer 2012
• Demographics of the Energy Drink Consumer 2012
• Demographics of the Poland Spring Consumer 2012
• Demographics of the Aquafina Consumer 2012
• Demographics of the Arizona Tea Consumer 2012
• Demographics of the Lipton Brisk Consumer 2012
• Demographics of the Gatorade Consumer 2012
• Demographics of the Powerade Consumer 2012
• Demographics of the Red Bull Consumer 2012
• Demographics of the Monster Consumer 2012

8. THE PROJECTED NEW AGE BEVERAGE MARKET
The Projected New Age Beverage Market
Changes in New Age Segments
• Premium Soda
• Sparkling Water
• Sports Beverages
• Single-Serve Water
• Ready-to-Drink Tea
• Single-Serve Fruit Beverages
• Single-Serve Dairy
• Ready-to-Drink Coffee
• Vegetable/Fruit Juice Blends
• Energy Drinks
• Kombucha
• Coconut Water
Exhibits
• Projected New Age Beverage Market Wholesale Dollar Sales by Segment 2012 – 2017
• Projected New Age Beverage Market Wholesale Dollar Share by Segment 2012 – 2017
• Projected New Age Beverage Market Compound Annual Wholesale Dollar Growth by Segment 2012 – 2017

Price: $ 5995.00

Related research categories

By sector: General drinks

By market: United States (in North America)