• Introduction
• Report Scope and Methodology
• Methodology
• The New Age Carbonated Beverages Market
• The Health and Wellness Trend
• Obesity
• The Low-carb Trend
• Growing Awareness
• Flavor: The Key to New Age Beverage Offerings
• Convenience
• The Big Three Fight Back
• Diet Offerings Hold Their Ground
• Industry Regulation
• Niche and Small Players Abound
• Retail Scenario
• The Consumer

Chapter 2 The Market

• The Origins of New Age Beverages Market
  • Table 2-1 The Evolution of New Age Carbonated Beverages
  
  
• Product Definitions
  • Energy Drinks
  • Diet Drinks
  • Sparkling Water and Other Carbonated Beverages
  
  
• Market Overview
  • Market Size
    • Table 2-2 U.S. Retail Sales of New Age Carbonated Beverage, By Category (in million $)
    • Figure 2-1 IRI-Tracked Sales of New Age Carbonated Beverages, 1999-2004 (in million $)
    • Table 2-3 IRI-Tracked Sales of New Age Carbonated Beverages, By Category (in million $) Table 2-4 Individual Category Growth Based on Mass Market Sales (%)
    
    
  • Market Share
    • Table 2-5 IRI-Tracked Market Share of New Age Carbonated Beverage Categories (%)
    • Table 2-6 Volume and Unit Dynamics in the New Age Carbonated Beverage Market
  
  
• The Health and Wellness Trend
  • Obesity
  • The Low-carb Trend
    • Table 2-7 U.S. New Age Beverage Introductions Tagged “Low Carb” ¯ 2004
  
  
• Marketing Trends
  • From Young to Old: Target Segments
  • Growing Awareness
  • Flavor: The Key to New Age Beverage Offerings
    • Table 2-8 U.S. New Age Beverage Introductions Tagged “Natural” ¯ 2004
    • Table 2-8 U.S. New Age Beverage Introductions Tagged “Natural” ¯ 2004 [Cont.]
  
  
• Convenience
• The Big Three Fight Back
  • Table 2-9 Major CSD Launches, 2000-2004
  • Table 2-10 Top New Products Consumers Were Aware of in 2004
  • Table 2-11 Top New Products Purchased in 2004
  • Table 2-12 Most Memorable Launches of 2004
  
  
• Diet Offerings Hold Their Ground
• Industry Regulation
• Niche and Small Players Abound
  • Q-Blast
  • Jones Soda
  • Red Bull
  • Hansen’s Beverage Co.
  • Others
    • Table 2-13 Top 10 New Age Carb Beverage Marketers by # SKUs Introduced, 2004
    • Table 2-14 New Age Beverage Introductions Based on Innovation, 2004
  
  
• Market Forecast
  • Figure 2-2 U.S. Retail Market Sales Projections of New Age Carbonated Beverages (in billion $)

Chapter 3 Energy Drinks

• Category Overview
• The Market
• Marketer Performance
  • Table 3-1 IRI-Tracked Sales of Energy Drinks Top Marketers, 2000-2004 (in million $)
  • Table 3-2 IRI-Tracked Market Share of Top U.S. Energy Drinks Marketers, 2000-2004 (%)
  • Table 3-3 Top U.S. Energy Drinks Marketers’ Growth Rate, 2002-2004 (%)
  
  
• Brand Performance
  • Table 3-4 Top U.S. Energy Drink Brands’ Sales, 2000-2004 (in million $)
  • Table 3-5 Top U.S. Energy Drink Brands’ Market Share, 2000-2004 (%)
  • Table 3-6 Top U.S. Energy Drink Brands’ Growth Rate, 2002-2004 (%)
  
  
• Marketing Strategies
  • Red Bull: The Pioneer
    • Unusual Marketing Approaches
    • Packaging and Retailing
    
    
  • The Importance of Cool
    • Figure 3-1 How Important is it to be Perceived as Cool by Others?
    
    
  • Exotic Ingredients Drive the Category
  • Building the Buzz
  • Niche-based Extreme Events
  • Product Differentiation
  • Hip-Hop Hops In
  • New Product Introductions
    • Table 3-7 New Energy Drink Introductions, 2004
    • Table 3-7 New Energy Drink Introductions, January -December 2004 [Cont.]
  
  
• The Energy Drink Consumer
  • Younger Set Frequent Consumers
    • Table 3-8 Demographics of U.S. Consumers Favoring Energy Drinks
    • Table 3-9 Energy Drinks Consumed in the Last 30 Days*
    • Figure 3-2 Consumer Preference for U.S. Energy Drinks Brands
    
    
  • Red Bull Favored by 11.5 million Consumers
  • Other Brands Make Significant Inroads
  • Hispanics Favor Arizona Extreme Energy Shot

Chapter 4 Diet or Sugar Free Carbonated Drinks

• Category Overview
• The Market
  • Figure 4-1 Market Share of Carbonated Drink Types, 2004 (%)
  • Table 4-1 IRI-Tracked Sales of Low-calorie Soft Drinks Marketers, 2000-2004 (in million $)
  • Table 4-2 Top U.S. Low-calorie Soft Drink Marketers’ Share, 2000-2004 (%)
  • Table 4-3 U.S. Growth Rates of Low-calorie Soft Drinks Marketers, 2000-2004 (%)
  • Table 4-4 IRI-Tracked Sales of Low-calorie Soft Drink Brands, 2000-2004 (in million $)
  • Table 4-5 IRI-Tracked Market Share of Low-calorie Soft Drink Brands, 2000-2004 (%)
  • Table 4-6 Growth Rates of Low-calorie Soft Drink Brands, 2004-2004, (%)
  
  
• CSDs Looking For Image Change
  • No More “Diet” in the Label
  
  
• Mid-calorie Sodas
  • 7 UP PLUS
  
  
• New Product Introductions
  • Table 4-7 New Diet Soft Drink Introductions, 2004
  
  
• The Diet Drink Consumer
  • Diet or Sugar-free Colas
    • Table 4-8 Demographic Profile: Diet or Sugar Free Colas Consumers Index
    • Table 4-9 Brand Preferences for Diet or Sugar-free Colas (% of population)
    • Table 4-10 Consumption Frequency of Diet or Sugar-free Colas (% of population)
    
    
  • Other Carbonated Diet Soft Drinks
    • Table 4-11 Demographic Profile: Other Carbonated (Non-Cola) Diet Drinks
    • Table 4-12 Brand Preference of Other Carbonated (Non-Cola) Diet Drinks
    • Table 4-13 Consumption Frequency of Diet or Sugar-free Carbonated Beverages (Non-Colas) (% of population)

Chapter 5 Sparkling Water and Other New Age Beverages

• Category Overview
• Definitions
  • Figure 5-1 Size of the Sparkling Water Market versus Bottled Water Market, 2004
  • Table 5-1 Sparkling/Mineral Water ¯ IRI-Tracked Sales of Top Marketers, 1999-2004 (in million $)
  • Table 5-2 Sparkling/Mineral Water ¯ IRI-Tracked Market Share, 1999-2004 (%)
  • Table 5-3 Sparkling/Mineral Water, IRI-Tracked Sales Growth, 1999-2004 (%)
  
  
• Nestle Waters North America
  • Table 5-4 Sparkling/Mineral Water ¯ Top Brands’ Sales, 1999-2004 (in million $)
  • Table 5-5 Sparkling / Mineral Water ¯ Top Brands' Market Share, 1999-2004 (%)
  • Table 5-6 Sparkling/Mineral Water ¯ Top Brands' Sales Growth, 1999-2004 (%)
  
  
• Premium Soda
• Other New Age Beverages
• Sparkling Juices and Teas
  • IZZE Gains Buzz
  • Nantucket Nectars Gains Fizz
  • Switch Beverage Makes a Change
  • A New Leaf: Tea Sodas
  
  
• Carbonated Dairy Beverages
• The Sparkling Water and Natural Sodas Consumer
  • Table 5-7 Demographics Profile: Sparkling Waters/Seltzers/Natural Sodas
  • Table 5-8 Demographics of U.S. Consumers Favoring Sparkling Waters/Still Water
  • Figure 5-2 Consumer Preference for U.S. Sparkling Waters/Seltzers Brands, % of Total Population
  • Table 5-9 Sparkling Waters-# Drank Last 7 Days: As a Percentage of Total Population*

Chapter 6 Marketing Dynamics

• Retail Scenario
• Chain Drugstores
• Supermarkets Fight Back
  • Table 6-1 Top Brands Based on Number of SKUs Introduced, 2004
  • Table 6-1 Top Brands Based on Number of SKUs Introduced, 2004 [Cont.]
  • Table 6-2 New Upscale Beverage Introductions, 2004
  • Table 6-3 New Age Beverage Introductions Tagged “Co branded," 2004
  
  
• Packaging and Promotions
  • Grab-and-Go Concept Takes Off
  • Location, Location, Location
  • Serving Singles
  • New Age Beverages Mature
  • Recent Product Positioning
  • Recent Promotions and Pricing
  • New Products in The Market

Appendix: Addresses of Selected Marketers