• Health and Wellness
• Obesity
• Low-Carb
• Sugar Substitutes, Flavor Profiling
• Single Serve
• Style and Personality
• New Product Introductions

Chapter 2 The Market

• Overview
• Evolution of New Age Non-Carbonated Beverages
• Table 2-1 The Evolution of New Age Non-Carbonated Beverages
• New Age Enters Mainstream
• Product Definitions
• Market Overview
  • Figure 2-1 Market Composition By Category Share in the New Age Non-Carbonated Beverage Market by Percentage, 2004
  • Market Size
  • Figure 2-2 U.S. New Age Non-Carbonated Beverage Retail-Market Sales, 2000-2004
  • Table 2-2 IRI-tracked New Age Non-Carbonated Beverage Sales, by Category
  • Table 2-3 Year-to-Year Category Growth Based on Mass-Market Sales, 2000-2004 (%)
  • Market Share
  • Table 2-4 Market Share of New Age Non-Carbonated Beverage, by Category, 2000-2004 (%)
  
  
• Trends and Factors to Growth
  • The Health and Wellness Trend
  • Obesity
  • The Low-Carb Trend
  • Young and Old Target Segments
  • Sugar Substitute and Flavor Trends
  • Convenience
  • Industry Regulation
  • New Product Introductions
  • Table 2-5 Top 10 New Age Non-Carbonated Beverage Marketers/Brands by Total SKUs Introduced ¯ Jan-Dec, 2004
  
  
• Market Forecast
  • Figure 2-3 Projected Retail Market Sales of New Age Non-Carbonated Beverages, 2004-2009 (in billion $)

Chapter 3 Energy Drinks/Infused Water

• Overview
• Market
• Figure 3-1 IRI-Tracked Sales of Non-Carbonated Energy Drinks/Infused Water, 2000-2004
• Energy Drinks & Infused Waters
  • Energy Drinks
  • Figure 3-2 Market Composition by Category Share of Energy Drinks, Carbonated vs. Non-carbonated, by Percentage, 2004
  • Market at $20 million
  • Figure 3-3 IRI-Tracked Sales of Non-Carbonated Energy Drinks, 2000-2004
  • Top Marketers
  • Table 3-1 IRI-tracked Sales of Top Energy Drinks Marketers, 2000-2004
  • Top Brands
  • Table 3-2 IRI-tracked Sales of Top Energy Drinks Brands, 2000-2004
  • Infused Waters
  • Infused Water Ingredients
  • Nutraceutical Types
  • Infused Water Market Stands at $350 million
  • Figure 3-4 IRI-Tracked Sales of Infused Water, 2000-2004
  • Quaker Oats/Gatorade (PepsiCo)
  • Energy Brand Portfolio
  • Table 3-3 IRI-Tracked Sales of Top Infused Water Marketers, 2000-2004
  • Propel Fitness Water
  • Glaceau Vitaminwater
  • Table 3-4 IRI-tracked Sales of Top Infused Water Brands, 2000-2004
  
  
• New Product Introductions
  • Table 3-5 Innovative New Product Introductions
  • Market Forecast
    • Figure 3-5 Retail Sales Projections of Non-Carbonated Energy Drinks/Infused Water, 2005-2009

Chapter 4 Juice & Juice Drinks

• Overview
• The Market
  • Fig 4-1 IRI-Tracked Sales of Non-Carbonated Juice and Juice Products, 2000-2004
  • Top Marketers
  • Campbell Soup Co.
  • Snapple Natural Beverage Co.
  • Table 4-2 IRI-tracked U.S. Sales of Top New Age Juice Marketers, 2000-2004
  • POM Wonderful
  • Top Brands
  • Table 4-3 IRI-tracked Sales of Top New Age Non-Carbonated Shelf-Stable Juice Brands, 2000-2004
  • Table 4-4 IRI-tracked Sales of Top New Age Non-Carbonated Refrigerated Juice Brands, 2000-2004
  • Tropicana & Minute Maid Join the Health Bandwagon
  • Table 4-5 IRI-tracked Sales of New Age-influenced Big Beverage Entrants, 2000-2004
  
  
• New Product Introductions
  • Table 4-6 New Product Introductions - Innovative
  • Table 4-7 New Product Introductions By Package Tag - ‘Single Serve’
  • Table 4-8 New Product Introductions By Package Tag - ‘Single Serve’
  • Market Forecast
  • Figure 4-2 Retail Projections of New Age Non-Carbonated Fruit Juice & Drinks, 2005-2009

Chapter 5 Dairy Drinks & Dairy Substitutes

• Overview
• A Word on Milk
• Milk and Milk Substitutes
• Yogurt Drinks
• Smoothies and Other Drinks

• The 2004 Market at $707.2 Million
• Figure 5-1 IRI-Tracked Non-Carbonated Dairy and Dairy Substitute Sales, 2000-2004
• Overall Top Marketers
• White Wave Rules
• Dannon Co.
• Table 5-1 IRI-tracked Sales of Dairy Drinks & Dairy Substitutes Marketers, 2000-2004
• Top Brands
• Table 5-2 IRI-tracked Sales of Top Dairy Drinks & Dairy Substitutes Brands, 2000-2004
• Rice Milk, Kefir & Soymilk Exhibit Growth
• The Milk & Milk Substitute Market
• Figure 5-2 IRI-Tracked Sales of New Age Non-Carbonated Milk & Milk Substitutes, 2000-2004
• Top Marketers
• Table 5-3 IRI-tracked Sales of Top Milk & Milk Substitutes Marketers, 2000-2004
• Top Brands
• Table 5-4 IRI-tracked Sales of Top Milk & Milk Substitutes Brands, 2000-2004

• Consumer Understanding — Key To Growth
• Figure 5-3 IRI-Tracked Sales of Yogurt Drinks, 2000-2004
• Top Yogurt Drink Marketers
• Table 5-5 IRI-tracked Sales of Top Yogurt Drink Marketers, 2000-2004
• Top Yogurt Drink Brands
• Table 5-6 IRI-tracked Sales of Top Yogurt Drinks Brands, 2000-2004

• Market
• Figure 5-4 IRI-Tracked Sales of Smoothies & Other Drinks, 2000-2004
• Figure 5-5 Market Composition by Category Share in the New Age Non-Carbonated Smoothies & Other Drinks Market by Percentage, 2004
• Top Marketers
• Table 5-7 IRI-tracked Sales of Top Smoothie and Other Drinks Marketers, 2000-2004
• Top Smoothie and Other Drinks Brands
• Table 5-8 IRI-tracked Sales of Top Smoothie and Other Drinks Brands, 2000-2004
• White Wave Enters Smoothie Category

• Figure 5-6 Retail Market Sales Projections of New Age Non-Carbonated Dairy & Dairy Substitutes, 2005-2009

Chapter 6 New Age Bottled & Canned Tea

• Overview
• Health Benefits of Tea
• Consumer Education, Lifestyle Changes Accelerate Tea Acceptance
• The Market
• Figure 6-1 IRI-Tracked Sales of
• New Age Bottled & Canned, 2000-2004, (in million $)
• Acquisitions Consume Smaller Brands
• Top Marketers
• Table 6-1 IRI-tracked Sales of Top New Age Bottled & Canned Tea Marketers, 2000-2004, (in million $)
• Fuze
• Snapple
• Arizona
• Top Brands
• Table 6-2
• IRI-tracked Sales of Top New Age Bottled & Canned Tea Brands 2000-2004
• New Product Introductions
• Selling Points
• Table 6-3 New Product Introductions By Package Tag - Single Serve
• Table 6-4 New Product Introductions By Package Tag - Natural
• Table 6-5 New Product Introductions By Package Tag - High Vitamin
• Market Forecast
• Figure 6-2 Retail Market Sales Projection of New Age Non-Carbonated Teas, 2004-2009

Chapter 7 Marketing Dynamics

• Retail Scenario
  • Chain Drugstores
  • Distribution - An Essential Marketing Strategy
  • SoBe Effect
  • Major Marketer Initiatives
  • Energy Brands - Unique Marketing Efforts
  • Packaging
  • Grab and Go

Chapter 8 Trends & Opportunities

• Overview
  • Focus on Health And Wellness
  • Flavor Extremes
  • Table 8-1 Flavor Trends in 2004, Number of Reports
  • Health Trends are Influencing Flavor Trends
  • Splenda Leads the Way in Artificial Sweeteners
  • Table 8-2 List of Beverages in the U.S. with Splenda Sweetener as an Additive
  • Marketers
  • Marketers
  • Swinging Singles
  
  
• Energy Drinks/Infused Water Trends
  • Exotic Drives Energy Drinks
  • Innovations Increase Shelf Space Competition
  • Propel Leads the Way in Enhanced Water
  • Focused Branding Efforts
  
  
• Juice and Juice Drinks
  • Overcoming the Low-Carb
  • Health Claims: A Potent Selling Point.
  • Big Players Enter New Age Territory
  • Morphed Juices - Entering Un-chartered Territory
  
  
• New Age Dairy & Dairy Alternative Beverages
  • Yogurt-based Drinks Sales Skyrocketing
  • Probiotics and Prebiotics
  • Organic Dairy a Much Bigger Niche, With Many More Users
  • Flavor Trends in Soy Beverages
  • Targeted Products
  • Smooth As Soy
  • Juice-Based Smoothies Find Favor
  
  
• Bottled Tea Gets The Green Light
  • White Tea - The Next Tea Trend!
  
  
• Ethnic Flavors Gain Popularity
  • Coconut Water
  • Horchata
  
  
• Demographic Trends
  • Hispanic Population Is Driving Innovation in Flavor
  • The World Is Shrinking
  • Global Product Development Trends
  • Consumer Trends Support Continued Growth in Organics

Chapter 9 The Consumer

• The Simmons Survey System
• Overview
• Wellness, an Essential Attribute
• Figure 9-1 Adult Attitudes Toward Health Food
• Table 9-1 Demographic Representation of U.S. Adult Population’s Attitude Toward Health Food
• Table 9- 2 Attitude of U.S. Adult Population Toward Health Food
• Young Generation Skews Healthier
• Table 9-3 Who Eats Healthier Food?
• Energy Drinks
• Table 9-4 Demographics of U.S. Consumers Favoring Energy Drinks
• Frequency of Energy Drinks
• Figure 9-2 Frequency of Energy Drink Users
• Bottled Water
• Table 9-5 Demographics of U.S. Consumers Favoring Use of Non-Carbonated Bottled Spring Water
• Dairy & Dairy Substitutes
• Lactose-free Milk Attracts Elderly
• Table 9-6 Demographics of U.S. Consumers Favoring Lactose-free Milk, Soy Milk
• Fruit Juices
• Table 9-7 Demographics Of U.S. Consumers Favoring Fruit Juices
• Frequency of Fruit Juice Consumption
• Figure 9-3 Frequency of Fruit Juice Glasses Drunk Per Household on an Average Day
• Table 9-8 Demographic Profile of U.S. Consumer Frequency of Fruit Juice (Per Household)
• Table 9-8 [Cont.] Demographic Profile of U.S. Consumer Frequency of Fruit Juice (Per Household)
• Higher Income Earners Are Main Consumers of Non-refrigerated (RTD) Juices
• Table 9-9 Demographics of U.S. Consumers Favoring Different Types of Juices
• Table 9-9 [Cont.] Demographics of U.S. Consumers Favoring Different Types of Juices
• Low-calorie Juices Preferred By Older Adults
• Table 9-10 Demographics of U.S. Consumers Favoring Different Kinds of Fruit Juices
• Bottles Most Popular Fruit Juice Packaging
• Figure 9-4 Preference Of Packaging In Drinks
• Table 9-11 Demographics of U.S. Consumers Favoring Different Types of Packaging Juices
• Large Households Prefer Juice Box
• Table 9-12 Demographics of U.S. Consumers Favoring Different Types of Packaging for Fruit Juices

Appendix: Addresses of Selected Marketers