Functional and Natural Ready-to-Drink Beverages in the U.S.: Energy Drinks, Sports Drinks, Functional Waters, RTD Tea and Coffee, Yogurt Drinks and Smoothies

Packaged Facts’ Functional and Natural RTD Beverages in the U.S.: Energy Drinks, Sports Drinks, Functional Waters, RTD Tea and Coffee, Yogurt Drinks and Smoothies offers a comprehensive look at the $23 billion market for single-serve, ready-to-drink (RTD) beverages across three categories and several competing product segments: (1) energy drinks/shots, sports drinks, and nutrient-enhanced waters, in itself a $15 billion category; (2) RTD tea and coffee, and (3) refrigerated yogurt drinks and juice/fruit smoothies. A 7% aggregate compound annual growth rate for these products over the most recent five-year period is a testament to the strength of the market before 2007 and since 2010. In the recessionary years of 2008 and 2009, most of these product segments flat-lined in sales growth, in keeping with the overall sales slump in foods and beverages as well as in the U.S. consumer economy overall. By 2010, nonetheless, energy/sports drinks and RTD tea/coffee showed renewed dynamism, signaling the onset of a new cycle of sales growth for these convenience, refreshment and re-charge beverages. However controversial some energy drinks may be, this lively product segment continues to call the shots in the market, accounting for 44% of the total product introductions in 2010. Many new product introductions in rival “pick up, pick me up” beverage segments are clearly marching to the beat of energy drinks or energy shots, and the newest product segment in this market, nutrient-enhanced waters, competes as a lighter re-mix of energy/sports drinks.
Functional and Natural RTD Beverages in the U.S. examines sales and trends across the retail spectrum, using proprietary primary data from Packaged Facts' March 2011 food shoppers Insights survey as well as retail sales-tracking data from Information Resources, Inc. InfoScan Review for mass channels and SPINSscan Review for the natural channel. This report tabulates market composition by product category and retail channel, as well as marketer/brand shares within and across product segments. The analysis pays special attention to cross-category trends in new product development, drawing on comprehensive new product data from Datamonitor’s Product Launch Analytics database, and analyzes consumer usage (including demographic and psychographic context) based on current and five-year-trended Experian Simmons national consumer survey data.
- Chapter 1: Executive Summary
- Scope of Report
- Three Categories, Seven Segments
- Report Methodology
- Market Overview
- Retail Sales at $23.4 Billion in 2010
- Figure 1-1: U.S. Retail Sales of RTD Functional and Natural Beverages, 2006-2010 (in millions of dollars)
- Sales Edge Out of Recessionary Slump
- Table 1-1: U.S. Retail Sales of RTD Functional and Natural Beverages by Category, 2006-2010 (in millions of dollars)
- PepsiCo Leads as Marketer/Distributor
- Table 1-2: Leading Marketer/Distributor Shares of SymphonyIRI-Tracked Sales of RTD Functional and Natural Beverages, 2010 (percent)
- Demographics Favor Increased Consumption
- Table 1-3: Usage Rates for Selected RTD Functional or Natural Beverage Product Segments: RTD Tea, Sports Drinks, and Energy Drinks, 2005-2010 (percent of U.S. adults)
- Category Focus: Energy Drinks, Sport Drinks, and Functional Waters
- Energy Drinks at 57% Category Share
- Figure 1-2: Segment Sales Shares for Energy Drinks/Shots, Sports Drinks, and Functional Waters, 2006 vs. 2010 (percent)
- Convenience Stores Claim Half of Category
- Figure 1-3: Retail Channel Shares for Energy Drinks/Shots, Sports Drinks, and Functional Waters Category, 2010 (percent)
- Energy Drinks and Energy Shots Have Opposing Meta-Trends
- Top Four Energy Drink/Shot Marketers Control 82% Share
- Usage Rates Edge Up Despite Recession
- Table 1-4: Usage Overview for Energy Drinks: Overall and by Leading Brand Lines, 2006-2010 (percent of U.S. adults)
- Younger Adults and Hispanics Are Top Consumers
- Athletic Performance: The Once and Future Meta-Trend of Sports Drinks
- Nearly 40% Use Sports Drinks
- Table 1-5: Usage Overview for Sports Drinks: Overall, Gatorade, and Powerade, 2006-2010 (percent of U.S. adults)
- Younger Adults and Hispanics Are Again Top Consumers
- SKU Introductions Average 100+ Annually Over 2006-2010
- Table 1-6: New Product Introductions in U.S. Market for Functional Waters, 2006-2010 (reports and stock-keeping units)
- Alternative Retail and Healthy Convenience Draw
- Retail Sales to Reach $25 Billion by 2015
- Table 1-7: Projected U.S. Retail Sales of Energy Drinks/Shots, Sports Drinks, and Functional Waters, 2010-2015 (in millions of dollars)
- Category Focus: Ready-to-Drink Tea and Coffee
- RTD Tea Claims 58% of Category Sales
- Figure 1-4: Segment Sales Shares for Ready-to-Drink Tea and Coffee, 2006 vs. 2010 (percent)
- Supermarkets/Supercenters Claim Two-Thirds of RTD Tea/Coffee Category
- Figure 1-5: Retail Channel Shares for Ready-to-Drink Tea and Coffee Category, 2010 (percent)
- Wide Spectrum of Teas Is Segment Meta-Trend
- RTD Teas Benefit from Broad Demographic Draw
- Figure 1-7: Use of Ready-to-Drink Tea by Age Bracket, 2010 (percent and index)
- “Coffeehouse in a Bottle” Is Segment Meta-Trend
- RTD Coffee Usage Rates Edge Back Up
- Table 1-8: Usage Overview for Ready-to-Drink Coffee: Overall and for Starbucks Brands, 2006-2010 (percent of U.S. adults)
- Dairy Synergy
- RTD Tea/Coffee Retail Sales to Reach $7.4 Billion by 2015
- Table 1-9: Projected U.S. Retail Sales of Ready-to-Drink Tea and Coffee, 2010-2015 (in millions of dollars)
- Category Focus: Yogurt Drinks and Fruit/Vegetable Smoothies
- Supermarkets/Food Stores Claim 61% of Category
- Figure 1-8: Retail Channel Shares for Refrigerated Yogurt Drinks and Smoothies Category, 2010 (percent)
- Probiotics Are Yogurt Drink Meta-Trend
- Marquez Brothers Heads Up Latin-Style Competitors
- General Mills Angling for Control of Yoplait
- Yogurt Drink Consumers Are Dieting and Fast Food Prone
- Hispanics Are Prime Consumers
- “Better Living Through Fresh Juice” Is Smoothie Meta-Trend
- California Culture Roots Reflected in Current Marketing
- 5% of Adults Use Smoothies
- Retail Sales to Reach $1.1 Billion by 2015
- Table 1-10: Projected U.S. Retail Sales of Refrigerated Yogurt Drinks and Smoothies, 2010-2015 (in millions of dollars)
- Looking Ahead
- A Consumer Needs Perspective
- Table 1-11: Percent of Consumers Who Purchase Selected Beverage Types When Grocery Shopping, 2011 (percent of U.S. adults)
- Growing Consumer Base and Pacesetting New Products
- Science No Longer Versus Nature
- Chapter 2: Overall Market
- Scope of Report
- Three Categories, Seven Segments
- Report Methodology
- “Functional” and “Natural” Are Not Mutually Exclusive
- Hybrid Spirit Runs Deep in RTD
- Market Size and Composition
- Retail Sales at $23.4 Billion in 2010
- Figure 2-1: U.S. Retail Sales of RTD Functional and Natural Beverages, 2006-2010 (in millions of dollars)
- Sales Edge Out of Recessionary Slump
- Table 2-1: U.S. Retail Sales of RTD Functional and Natural Beverage by Category, 2006-2010 (in millions of dollars)
- Energy Drinks/Shots Approach $10 Billion in Sales
- Table 2-2: U.S. Retail Sales of RTD Energy Drinks/Shots, Sports Drinks, and Functional Waters, 2006-2010 (in millions of dollars)
- RTD Tea Reaches $4 Billion in Sales
- Table 2-3: U.S. Retail Sales of Ready-to-Drink Tea and Coffee, 2006-2010 (in millions of dollars)
- Refrigerated Smoothie Sales Surge
- Table 2-4: U.S. Retail Sales of Refrigerated Yogurt Drinks and Smoothies, 2006-2010 (in millions of dollars)
- SymphonyIRI-Tracked Retail Sales at $6.0 Billion in 2010
- Table 2-5: SymphonyIRI-Tracked Sales by RTD Functional and Natural Beverage Category and Segment, 2010 (in millions of dollars)
- Overall Market Outlook
- PepsiCo Leads as Marketer/Distributor
- Table 2-5: Leading Marketer/Distributor Shares of SymphonyIRI-Tracked Sales of RTD Functional and Natural Beverages, 2010 (percent)
- Gatorade Returns to Growth with Back-to-Basics Positioning
- Downturns and Upticks in Product Introductions
- Table 2-6a: New Product Introductions in U.S. Market for RTD Functional and Natural Beverages: By Product Segment, 2006-2010 (reports and stock-keeping units)
- Table 2-6b: New Product Introductions in U.S. Market for RTD Functional and Natural Beverages: By Product Segment, 2006-2010 (reports and stock-keeping units)
- Demographics Favor Increased Consumption
- Table 2-7: Usage Rates for Selected RTD Functional or Natural Beverage Product Segments: RTD Tea, Sports Drinks, and Energy Drinks, 2005-2010 (percent of U.S. adults)
- Figure 2-2: Use of Red Bull Energy Drinks/Shots and Living Essentials 5-Hour Energy Shots by Adult Generational Cohort, 2010 (percent)
- Caffeine-Positive Culture
- A Boost from Antioxidants
- Figure 2-3: Top Grocery Product Nutritional Claims, 2011 (percent)
- High Interest in “Superfruit” Juices Benefits Market
- Table 2-8: Purchasing of Selected “Superfruit” Beverage Types Within The Past 12 Months, 2009 (percent of U.S. adults)
- Superfruits Are Everywhere in Functional and Natural Beverages Market
- Superhyping of Superfruits
- Probiotics Beyond Yogurt
- Have Marketers Found the Sugar-Free Pot of Gold?
- Stevia Jumps to Head of Line with Natural Appeal
- Neotame’s Artificiality a Marketing Downside
- Low/No-Cal Sweeteners Still a Work in Progress
- Glomming on to Gluten-Free
- Internet Help Creates and Level Playing Field for Hip Marketers
- Illustration 2-1: Screen Shots from Web Feed for Adina for Life’s “Drink No Evil!”
- Cautionary Tales from Bolthouse and Rockstar
- Illustration 2-2: Poster for Bolthouse Protest Demonstration
- Eco-Consciousness: If You Talk the Talk, Walk the Walk
- Honest Tea Adopts Lighter-Weight PET
- Naked Juice Packaging Is Not Just Recyclable But Recycled
- Odwalla Ups the Eco-Ante With Plant-Based Plastic
- Natural, Organic and Fair Trade Add Value
- Popularity of Supplements Bodes Well for Market
- Figure 2-5: U.S. Retail Sales of Nutritional Supplements (in millions of dollars)
- Chapter 3: Energy Drinks, Sports Drinks, and Functional Waters
- Introduction
- Energy Drinks vs. Sports Drinks vs. Functional Waters
- Category Sales at $17.4 Billion
- Figure 3-1: U.S. Retail Sales of Energy Drinks/Shots, Sports Drinks, and Functional Waters, 2006-2010 (in millions of dollars)
- Table 3-1: U.S. Retail Sales of RTD Energy Drinks/Shots, Sports Drinks, and Functional Waters, 2006-2010 (in millions of dollars)
- SymphonyIRI-Tracked Retail Sales at $3.7 Billion in 2010
- Table 3-2: SymphonyIRI-Tracked Sales of Energy Drinks/Shots, Sports Drinks, and Functional Waters, 2010 (in millions of dollars)
- Energy Drinks at 57% Category Share
- Figure 3-2: Segment Sales Shares for Energy Drinks/Shots, Sports Drinks, and Functional Waters, 2006 vs. 2010 (percent)
- SPINSscan Tracking Shows Surge for Isotonic Beverages
- Table 3-3: SPINSscan-Tracked Sales of Sports, Energy, and Other Functional Beverages: 52 Weeks Ending February 19, 2011 and Prior-Year 2010 and 2009 Periods (in millions of dollars)
- Convenience Stores Claim Half of Category
- Figure 3-3: Retail Channel Shares for Energy Drinks/Shots, Sports Drinks, and Functional Waters Category, 2010 (percent)
- Segment Focus: Energy Drinks
- Energy Drinks and Energy Shots Have Opposing Meta-Trends
- What’s Energetic in Energy Drinks and Shots?
- Sugar
- B Vitamins
- Amino Acids
- Milk Thistle and Everything Else
- Triggering the Placebo Effect?
- Antecedents of Energy Drinks
- The Modern Energy Drink in the U.S
- Ties to the Rave and Nightclub Scene
- Extreme Sports as Individual Expression
- Music and Red Bull Marketing
- The Marketing Roadmap for Energy Drinks
- 5-Hour Energy Shots Blast Off
- Top Four Energy Drink/Shot Marketers Control 82% Share
- Table 3-4: SymphonyIRI-Tracked Sales of Energy Drinks and Shots: By Leading Marketers and Brand Lines, 2010 (in millions of dollars)
- 100 Product Introduction Reports in 2010
- Table 3-5
- New Product Introductions in U.S. Market for Energy Drinks, 2006-2010 (reports and stock-keeping units)
- Usage Rates Edge Up Despite Recession
- Table 3-6: Usage Overview for Energy Drinks: Overall and by Leading Brand Lines, 2006-2010 (percent of U.S. adults)
- Table 3-7: Grocery Shopping Patterns for Energy Drinks: Overall and for Red Bull and 5-Hour Energy Brands, 2010 (percent of customers and index)
- Table 3-8: Health and Nutrition Psychographics for Energy Drink Consumers: Overall and for Red Bull and 5-Hour Energy Brand Lines, 2010 (percent and index)
- Younger Adults and Hispanics Are Top Consumers
- Table 3-9: Consumer Demographics: Energy Drinks, 2010 (percent, number of adults, and index)
- Segment Focus: Sports Drinks
- Athletic Performance: The Once and Future Meta-Trend
- The Origin of the Sports Drink
- Sports Drinks and the Prevention of Heat Related Illness
- Categories of Sports Drinks
- The Dairy Belt’s New Sports Drink: Chocolate Milk
- Gatorade at 76% of Segment
- Table 3-10: SymphonyIRI-Tracked Sales of Sports Drinks: By Top Marketers and Brand Lines, 2010 (in millions of dollars)
- New Product Introductions Rates Remain High
- Table 3-11: New Product Introductions in U.S. Market for Sports Drinks, 2006-2010 (reports and stock-keeping units)
- Added Ingredients Trend Triggers Relaunches
- Don’t Settle For “An Incomplete Sports Drink”
- Indra Nooyi Takes Charge
- The G Series Explained
- Gatorade and the NFL Launch Beat the Heat PSA Campaign
- GSSI for the (Youthful) Masses: The Gatorade Performance Center
- Celebrity Marketing
- Illustration 5-1: 2010 Powerade Team Website Banner
- Powerade Creates FIFA Tie-in to Pursue Hispanic Market
- Nearly 40% Use Sports Drinks
- Table 3-12: Usage Overview for Sports Drinks: Overall, Gatorade, and Powerade, 2006-2010 (percent of U.S. adults)
- Table 3-13: Grocery Shopping Patterns for Sports Drinks, 2010 (percent of customers and index)
- Table 3-14: Health and Nutrition Psychographics for Sports Drink Consumers, 2010 (percent and index)
- Younger Adults and Hispanics Are Top Consumers
- Table 3-15: Consumer Demographics: Sports Drinks, 2010 (percent, number of adults, and index)
- Segment Focus: Functional Waters
- Functional Water: Like Water, Only Better
- Putting the Function in Functional Water
- Vitamins and Minerals
- Fluoride
- Electrolytes
- Protein Exits Center Stage
- Other Nutraceutical Ingredients
- Functional Flavoring?
- Water, of Course
- The “Healthy” Debate
- Top Two Marketers Corner 97% of Sales
- Table 3-16: SymphonyIRI-Tracked Sales of Functional Waters: By Leading Marketers and Brand Lines, 2010 (in millions of dollars)
- Vitaminwater Fights Back
- SoBe Lifewater Goes “Zero”
- Illustration 3-2: Screenshot from SoBe “Inner Lizard” Ad
- Propel Beefs Up its Line-Up
- The “Skinny” on Skinny Water
- Illustration 3-3: Skinny Nutrition’s New Skinny Water Lineup
- Arizona Rescue Water: The Power of Tea
- SKU Introductions Average 100+ Annually Over 2006-2010
- Table 3-17: New Product Introductions in U.S. Market for Functional Waters, 2006-2010 (reports and stock-keeping units)
- Alternative Retail and Healthy Convenience Draw
- Table 3-18: Usage Overview for Functional Waters, 2009-2010 (percent of U.S. adults)
- Table 3-19: Grocery Shopping Patterns for Functional Waters, 2010 (percent of customers and index)
- Table 3-20: Health and Nutrition Psychographics for Functional Water Consumers, 2010 (percent and index)
- Younger, African-American Skews to Consumer Base
- Table 3-21: Consumer Demographics: Functional Waters, 2010 (percent, number of adults, and index)
- Category Growth Projections
- Retail Sales to Reach $25 Billion by 2015
- Table 3-22: Projected U.S. Retail Sales of Energy Drinks/Shots, Sports Drinks, and Functional Waters, 2010-2015 (in millions of dollars)
- Chapter 4: Ready-to-Drink Tea and Coffee
- Introduction
- What Is RTD Tea?
- What Is RTD Coffee?
- RTD Tea vs. Coffee Marketing Trajectories
- Category Sales at $5.1 Billion
- Figure 4-1: U.S. Retail Sales of Ready-to-Drink Tea and Coffee, 2006-2010 (in millions of dollars)
- Table 4-1: U.S. Retail Sales of Ready-to-Drink Tea and Coffee, 2006-2010 (in millions of dollars)
- SymphonyIRI-Tracked Retail Sales at $1.9 Billion in 2010
- Table 4-2: SymphonyIRI-Tracked Sales of Ready-to-Drink Tea and Coffee, 2010 (in millions of dollars)
- RTD Tea Claims 58% of Category Sales
- Figure 4-2: Segment Sales Shares for Ready-to-Drink Tea and Coffee, 2006 vs. 2010 (percent)
- SPINSscan-Tracked Sales of RTD Tea/Coffee at $23 Million in 2010
- Table 4-3: SPINSscan-Tracked Sales of Ready-to-Drink Tea and Coffee: 52 Weeks Ending February 19, 2011 and Prior-Year 2010 and 2009 Periods (in millions of dollars)
- Supermarkets/Supercenters Claim Two-Thirds of Category
- Figure 4-3: Retail Channel Shares for Ready-to-Drink Tea and Coffee Category, 2010 (percent)
- Segment Focus: Ready-to-Drink Tea
- Wide Spectrum of Teas Is the Meta-Trend
- Varieties of Tea
- Top Four Players Account for 72% of SymphonyIRI-Tracked Sales
- Table 4-4: SymphonyIRI-Tracked Sales of Shelf-Stable or Refrigerated Ready-to-Drink Tea: By Top Marketers and Brand Lines, 2010 (in millions of dollars)
- Table 4-5: SymphonyIRI-Tracked Sales of Shelf-Stable Ready-to-Drink Tea: By Leading Marketers and Brand Lines, 2010 (in millions of dollars)
- Table 4-6: SymphonyIRI-Tracked Sales of Refrigerated Ready-to-Drink Tea: By Leading Marketers and Brand Lines, 2010 (in millions of dollars)
- Power Structure Can Propel Successful Entrepreneurs
- New Product Introduction Rates Remain High
- Table 4-7: New Product Introductions in U.S. Market for Ready-to-Drink Tea, 2006-2010 (reports and stock-keeping units)
- Figure 4-4: New Product Introductions by Flavor in U.S. Market for Ready-to-Drink Tea, 52 Weeks Ending March 31, 2011 (number of reports)
- Figure 4-5: New Product Introductions by Package Claim/Tag in U.S. Market for Ready-to-Drink Tea, 52 Weeks Ending March 31, 2011 (number of reports)
- RTD Tea Usage Rates Edge Up
- Table 4-8: Usage Overview for Ready-to-Drink Tea, 2006-2010 (percent of U.S. adults)
- 7-Eleven, BJ’s Wholesale Customers Are Prime RTD Tea Drinkers
- Table 4-9: Grocery Shopping Patterns for Ready-to-Drink Tea, 2010 (percent of customers and index)
- RTD Tea Consumers Are Health and New Product Prone
- Table 4-10: Health and Nutrition Psychographics for Ready-to-Drink Tea Consumers, 2010 (percent and index)
- Diet Versions, Arizona Brand on Usage Upswing
- Table 4-11: Usage Overview by Type and Brand: Ready-to-Drink Tea, 2006-2010 (percent of U.S. adults)
- RTD Teas Benefit from Broad Demographic Draw
- Figure 4-6: Use of Ready-to-Drink Tea by Age Bracket, 2010 (percent and index)
- Table 4-12: Consumer Demographics: Ready-to-Drink Tea, 2010 (percent, number of adults, and index)
- Segment Focus: Ready-to-Drink Coffee
- “Coffeehouse in a Bottle” Is the Meta-Trend
- Arabica vs. Robusta Coffee Beans
- RTD Coffee Beginning to Tout 100% Arabica Beans
- Caffeine, De-Caffeinated, and Hyper-Caffeinated RTD Coffee
- Blended Coffees
- Varietal and Estate Coffees
- Organic Coffee and Sustainably Grown Coffee
- Fair Trade Coffee
- Shade Grown Coffee
- The Roasting Process
- Roast Categories
- Espresso: A Brewing Process as Well as a Roast
- Flavoring Coffee
- Chocolate Tie-Ins
- Coffeehouse Terms Used in RTD Beverages
- Italianesque Coffeehouse Terms
- Research Supports Coffee’s Health Halo
- Starbucks at 90% of SymphonyIRI-Tracked RTD/Rfg Coffee Sales
- Table 4-13: SymphonyIRI-Tracked Sales of Ready-to-Drink and Refrigerated Coffee: By Leading Marketers and Brand Lines, 2010 (in millions of dollars)
- New Product Introductions Approach Pre-Recession Levels
- Table 4-14: New Product Introductions in U.S. Market for Ready-to-Drink Coffee, 2006-2010 (reports and stockkeeping units)
- Consumer Usage Rates Also Edge Back Up
- Table 4-15: Usage Overview for Ready-to-Drink Coffee: Overall and for Starbucks Brands, 2006-2010 (percent of U.S. adults)
- Diverse Retail Patterns for RTD Coffee Drinkers
- Table 4-16: Grocery Shopping Patterns for Ready-to-Drink Coffee: Overall and for Starbucks Brands, 2010 (percent of customers and index)
- Dairy Synergy: Coffee and Yogurt Drink Psychographics
- Table 4-17: Health and Nutrition Psychographics for Ready-to-Drink Coffee Consumers: Overall and for Starbucks Brands, 2010 (percent and index)
- Asian-Americans Head List of Top Consumers
- Table 4-18: Consumer Demographics: Ready-to-Drink Coffee, 2010 (percent, number of adults, and index)
- Category Growth Projections
- Retail Sales to Reach $7.4 Billion by 2015
- Table 4-19: Projected U.S. Retail Sales of Ready-to-Drink Tea and Coffee, 2010-2015 (in millions of dollars)
- Chapter 5: Yogurt Drinks and Smoothies
- Introduction
- Yogurt Drinks vs. Smoothies
- Category Sales at $894 Million
- Figure 5-1: U.S. Retail Sales of Refrigerated Yogurt Drinks and Smoothies, 2006-2010 (in millions of dollars)
- Table 5-1: U.S. Retail Sales of Refrigerated Yogurt Drinks and Smoothies, 2006-2010 (in millions of dollars)
- SymphonyIRI-Tracked Retail Sales at $523 Million in 2010
- Table 5-2: SymphonyIRI-Tracked Sales of Refrigerated Yogurt Drinks and Smoothies, 2010 (in millions of dollars)
- Figure 5-2: Segment Sales Shares for Refrigerated Yogurt Drinks and Smoothies, 2006 vs. 2010 (percent)
- SPINSscan-Tracked Sales of Yogurt and Kefir Drinks at $16 Million in 2010
- Table 5-3: SPINSscan-Tracked Sales of Yogurt & Kefir Drinks: 52 Weeks Ending February 19, 2011 and Prior-Year 2010 and 2009 Periods (in millions of dollars)
- SPINSscan Tracking of Rfg Fruit/Vegetable Blends at $4.5 Million
- Supermarkets/Food Stores Claim 61% of Category
- Figure 5-3: Retail Channel Shares for Refrigerated Yogurt Drinks and Smoothies Category, 2010 (percent)
- Segment Focus: Yogurt Drinks
- Probiotics Are Segment’s Meta-Trend
- Lactose Bulgaricus and the Emergence of Probiotics
- Yakult and the Arrival of Probiotic Yogurt Drinks
- Dannon at 56% of SymphonyIRI-Tracked Sales
- Table 5-4: SymphonyIRI-Tracked Sales of Refrigerated Yogurt Drinks: By Leading Marketers and Brand Lines, 2010 (in millions of dollars)
- Marquez Brothers Heads Up Latin-Style Competitors
- General Mills Angling for Control of Yoplait
- The Regulatory Challenge of Marketing Probiotics
- Illustration 5-1: Screen Shot from Yakult’s “Love Your Insides” TV Spot
- Illustration 5-2: Screen Shot from Yakult’s “Love Your Insides” TV Spot
- Prove It!
- DanActive Claims Lead to Lawsuits
- Illustration 5-3: Screen Shots from DanActive “Body Defenses” TV Spot
- Dannon Probiotics Websites Offline
- Illustration 5-4: Screen Shot of Dannon Probiotics Center
- Stonyfield’s Organic Greener, Gentler Probiotic Positioning
- Success of Danimals and Lactobacillus Rhamnosus GG
- Illustration 5-5: Screen Shot of Epoca Cool Spanish Language Video Spot
- More for the Kids
- The Frusion Breakfast Smoothie
- New Product Introductions Pick Up in 2010
- Table 5-5: New Product Introductions in U.S. Market for Refrigerated Yogurt Drinks, 2006-2010 (reports and stockkeeping units)
- Usage Rates for Yogurt Drinks on the Rebound
- Figure 5-4: Usage Overview for Yogurt Drinks, 2008-2010 (percent of U.S. adults)
- Natural Supermarket Shoppers and Yogurt Drinks
- Table 5-6: Grocery Shopping Patterns for Yogurt Drink Consumers, 2010 (percent of customers and index)
- Yogurt Drink Consumers Are Also Dieting and Fast Food Prone
- Table 5-7: Health and Nutrition Psychographics for Yogurt Drink Consumers, 2010 (percent and index)
- Hispanics Are Prime Consumers
- Table 5-8: Consumer Demographics: Yogurt Drinks, 2010 (percent, number of adults, and index)
- Segment Focus: Smoothie Drinks
- “Better Living Through Fresh Juice” Is Segment’s Meta-Trend
- A Primer on Smoothies
- Made-to-Order Foodservice vs. Packaged Retail
- Green Smoothies
- Why Smoothies?
- Roots in Health and Fitness Culture
- Bernarr MacFadden: Diet and Fitness Pioneer
- Paul Bragg and California “Juice Therapy”
- The Countercultural Birth of the Smoothie
- Top Three Marketers Control 94% of SymphonyIRI-Tracked Sales
- Table 5-9: SymphonyIRI-Tracked Sales of Refrigerated Juice/Drink Smoothies: By Leading Marketers and Brand Lines, 2010 (in millions of dollars)
- California Juice Culture in Odwalla’s Current Marketing
- Sustainable Sourcing for Naked Juice and Odwalla
- Illustration 5-6: Print Ad for Odwalla’s Haiti Hope Project
- Eco-Packaging for Naked Juice and Odwalla
- Odwalla’s Plant a Tree Program
- Illustration 5-7: Map of Odwalla’s Plant a Tree Program
- Bolthouse’s Trade Promotion Optimization Planner
- New Product Introduction Trends
- Table 5-10: New Product Introductions in U.S. Market for Smoothies: Refrigerated vs. Shelf-Stable/Frozen, 2006- 2010 (number)
- Approximately 5% of Adults Use Smoothies
- Table 5-11: Usage Overview: Odwalla, Naked Juice, and Bolthouse Farms Fruit Juices/Drinks, 2009-2010 (percent of U.S. adults)
- Grocery Shopper Patterns by Smoothie Brand
- Table 5-12: Grocery Shopping Overview: Odwalla, Naked Juice, and Bolthouse Farms Consumers, 2010 (percent of customers and index)
- Nutrition Psychographics for Smoothie Consumers
- Table 5-13: Consumer Psychographics: Odwalla, Naked Juice, and Bolthouse Farms, 2010 (percent and index)
- Gen Y, Blacks, and Pacific Region Consumers Are Prime Demographics
- Figure 5-5: Usage Rates for Smoothies by Generational Age Bracket, 2010 (percent)
- Table 5-14: Consumer Demographics: Odwalla, Naked Juice, and Bolthouse Farms, 2010 (percent and index)
- Category Growth Projections
- Retail Sales To Reach $1.1 Billion by 2015
- Table 5-15: Projected U.S. Retail Sales of Refrigerated Yogurt Drinks and Smoothies, 2010-2015 (in millions of dollars)
- Chapter 6: Looking Ahead
- A Consumer Perspective
- Table 6-1: Percent of Consumers Who Purchase Selected Beverage Types When Grocery Shopping, 2011 (percent of U.S. adults)
- Living Essentials
- Table 6-2: Percent of U.S. Consumers Who Have Purchased Food or Beverage Products in the Last 12 Months Because of Their Nutritional Benefits in Relation to Specific Health Conditions or Concerns, 2009
- An Energetically Growing Consumer Base
- Table 6-3: Percent of Consumers Who Use Selected Beverage Types, 2004 vs. 2010 (percent of U.S. adults)
- Pacesetting New Products
- Table 6-4: SymphonyIRI 2010 New Product Pacesetters: Top 10 Food and Beverage Brands (in millions of dollars)
- Science No Longer Versus Nature
- Table 6-5: Percent of New Product Introductions Making Selected Packaging Claims: Energy/Sports Drinks, Readyto-Drink Tea/Coffee, and Refrigerated Yogurt/ Smoothies, Two-Year Period Ending March 21, 2011 (percent)
- Appendix: Addresses of Selected Marketers