New Age Beverages in the U.S. , 2009 edition

CHAPTER

1. THE MULTIPLE SEGMENT NEW AGE BEVERAGE MARKET

The Current New Age Market pg...........1

Exhibits pg...........3

2. NEW AGE SEGMENTS

New Age Beverage Market Segments — Dollars pg...........7

  • Single–Serve Water pg...........8
  • Single–Serve Fruit Beverages pg...........12
  • Sports Beverages pg...........16
  • Ready–to–Drink Tea pg...........17
  • Sparkling Water pg...........20
  • Premium Soda pg...........20
  • Vegetable/Fruit Juice Blends pg...........21
  • Ready–to–Drink Coffee pg...........22
  • Energy Drinks pg...........22
  • Single–Serve Dairy pg...........23
  • Kombucha pg...........23

New Age Beverage Market Segments &Mdash; Volume and Price pg...........24

Exhibits pg...........26

3. NEW AGE REGIONAL MARKETS

New Age Regional Markets pg...........39

  • The South pg...........40
  • The West pg...........41
  • The Northeast pg...........42
  • The Midwest pg...........43

New Age Segments by Regional Markets pg...........45

  • Sparkling Water pg...........45
  • Premium Soda pg...........45
  • Ready–to–Drink Tea pg...........46
  • Single–Serve Fruit Beverages pg...........46
  • Sports Beverages pg...........46
  • Retail PET Water pg...........47
  • Ready–to–Drink Coffee pg...........47

Exhibits pg...........48

4. NEW AGE DISTRIBUTION CHANNELS

Distribution of New Age Beverages pg...........55

Exhibits pg...........56

5. THE LEADING NEW AGE COMPANIES AND THEIR BRANDS

The Leading Companies pg...........59

PepsiCo, Inc.

  • Overview pg...........63
  • Gatorade — Overview pg...........65
  • Gatorade — Marketing pg...........66
  • Gatorade — Distribution pg...........76
  • Aquafina — Overview pg...........77
  • Aquafina — Marketing pg...........78
  • Aquafina — Distribution pg...........81
  • Lipton — Overview pg...........81
  • Lipton — Marketing pg...........82
  • Lipton — Distribution pg...........84
  • SoBe — Overview pg...........84
  • SoBe — Marketing pg...........85
  • SoBe — Distribution pg...........89
  • Frappuccino — Overview pg...........90
  • Frappuccino — Marketing pg...........91
  • Frappuccino — Distribution pg...........92
  • Dole — Overview pg...........92
  • Dole — Marketing pg...........94
  • Tropicana — Overview pg...........95
  • Tropicana — Marketing pg...........95
  • Naked Juice — Overview pg...........97
  • Naked Juice — Marketing pg...........100
  • Naked Juice — Distribution pg...........102
  • Izze — Overview pg...........102
  • Izze — Marketing pg...........103
  • Izze — Distribution pg...........103
  • Amp — Overview pg...........104
  • Amp — Marketing pg...........104

Coca–Cola Company

  • Overview pg...........106
  • Dasani — Overview pg...........109
  • Dasani — Marketing pg...........111
  • Dasani — Distribution pg...........114
  • Energy Brands — Overview pg...........114
  • Energy Brands — Marketing pg...........116
  • Energy Brands — Distribution pg...........119
  • Nestea — Overview pg...........119
  • Nestea — Marketing pg...........120
  • Nestea — Distribution pg...........122
  • Minute Maid — Overview pg...........123
  • Minute Maid — Marketing pg...........124
  • Minute Maid — Distribution pg...........129
  • Fuze — Overview pg...........131
  • Fuze — Marketing pg...........131
  • Fuze — Distribution pg...........133
  • Powerade — Overview pg...........133
  • Powerade — Marketing pg...........134
  • Powerade — Distribution pg...........136
  • Full Throttle — Overview pg...........137
  • Full Throttle — Marketing pg...........137

Nestlé Waters North America

  • Overview pg...........138
  • Marketing pg...........139
  • Distribution pg...........145

Dr Pepper Snapple Group, Inc.

  • Overview pg...........146
  • Hawaiian Punch — Marketing pg...........148
  • Snapple Beverage Group — Overview pg...........149
  • Snapple Beverage Group — Marketing pg...........149
  • Snapple Beverage Group — Distribution pg...........157
  • Venom — Marketing pg...........159

Red Bull

  • Overview pg...........161
  • Marketing pg...........162
  • Distribution pg...........171

Ferolito, Vultaggio & Sons

  • Overview pg...........173
  • Marketing pg...........174
  • Distribution pg...........181

Rockstar, Inc.

  • Overview pg...........183
  • Marketing pg...........183
  • Distribution pg...........184

Hansen Natural Corporation

  • Overview pg...........186
  • Marketing pg...........187
  • Distribution pg...........195

Exhibits pg...........199

6. NEW AGE BEVERAGE ADVERTISING EXPENDITURES

New Age Beverage Brands Advertising Expenditures pg...........205

New Age Beverage Advertising By Media pg...........207

New Age Beverage Advertising By Category pg...........209

Exhibits pg...........212

7. DEMOGRAPHICS OF THE NEW AGE BEVERAGE USER

The New Age Beverage Consumer pg...........221

  • Overview pg...........221
  • Comparative Demographics of New Age Brands pg...........224

Exhibits pg...........230

8. THE PROJECTED NEW AGE BEVERAGE MARKET

The Projected New Age Beverage Market pg...........249

Changes in New Age Segments pg...........252

  • Premium Soda pg...........252
  • Sparkling Water pg...........252
  • Sports Beverages pg...........252
  • Single—Serve Water pg...........253
  • Ready—to—Drink Tea pg...........253
  • Single—Serve Fruit Beverages pg...........254
  • Single—Serve Dairy pg...........254
  • Ready—to—Drink Coffee pg...........255
  • Vegetable/Fruit Juice Blends pg...........255
  • Energy Drinks pg...........255
  • Kombucha pg...........255

Exhibits pg...........256

EXHIBIT

1. THE MULTIPLE SEGMENT NEW AGE BEVERAGE MARKET

1.1 New Age Beverage Market Dollar Sales and Volume 1985 — 2008 pg...........3

1.2 New Age Beverage Market Annual Growth 1995 — 2008 pg...........4

1.3 New Age Beverage Market Per Capita Consumption 1985 — 2008 pg...........5

2. NEW AGE SEGMENTS

2.4 New Age Beverage Market Segments Estimated Retail Dollar Sales 2006 — 2008 pg...........26

2.5 New Age Beverage Market Segments Share of Retail Dollar Sales 2006 — 2008 pg...........27

2.6 New Age Beverage Market Segments Change in Retail Dollar Sales 2007 — 2008 pg...........28

2.7 New Age Beverage Market Segments Estimated Wholesale Dollar Sales 2003 — 2008 pg...........29

2.8 New Age Beverage Market Segments Share of Wholesale Dollar Sales 2003 — 2008 pg...........30

2.9 New Age Beverage Market Segments Change in Wholesale Dollar Sales 2004 — 2008 pg...........31

2.10 New Age Beverage Market Segments Gallon and Case Volumes 2003 — 2008 pg...........32

2.11 New Age Beverage Market Segments Gallon and Case Volume Share 2003 — 2008 pg...........34

2.12 New Age Beverage Market Segments Change in Gallon and Case Volume 2004 — 2008 pg...........35

2.13 New Age Beverage Market Segments Estimated Wholesale Prices 2003 — 2008 pg...........36

3. NEW AGE REGIONAL MARKETS

3.14 New Age Beverage Regional Markets Wholesale Dollar Sales 2003 — 2008 pg...........48

3.15 New Age Beverage Regional Markets Share of Wholesale Dollars 2003 — 2008 pg...........49

3.16 New Age Beverage Regional Markets Change in Wholesale Dollars 2004 — 2008 pg...........50

3.17 New Age Beverage Regional Markets Wholesale Dollar Sales by Segment 2003 — 2008 pg...........51

3.18 New Age Beverage Regional Markets Share of Wholesale Dollars by Segment 2003 — 2008 pg...........52

3.19 New Age Beverage Regional Markets Change in Wholesale Dollars by Segment 2004 — 2008 pg...........53

4. NEW AGE DISTRIBUTION CHANNELS

4.20 New Age Beverages Estimated Volume by Distribution Channel 2003 — 2008 pg...........56

4.21 New Age Beverages Volume Share by Distribution Channel 2003 — 2008 pg...........57

4.22 New Age Beverages Volume Growth by Distribution Channel 2004 — 2008 pg...........58

5. THE LEADING NEW AGE COMPANIES AND THEIR BRANDS

5.23 Leading New Age Beverage Companies Estimated Wholesale Dollar Sales 2003 — 2008 pg...........199

5.24 Leading New Age Beverage Companies Share of Wholesale Dollar Sales 2003 — 2008 pg...........200

5.25 Leading New Age Beverage Companies Change in Wholesale Dollar Sales 2004 — 2008 pg...........201

5.26 Leading New Age Beverage Brands Estimated Wholesale Dollar Sales 2003 — 2008 pg...........202

5.27 Leading New Age Beverage Brands Share of Wholesale Dollar Sales 2003 — 2008 pg...........203

5.28 Leading New Age Beverage Brands Change in Wholesale Dollar Sales 2004 — 2008 pg...........204

6. NEW AGE BEVERAGE ADVERTISING EXPENDITURES

6.29 Leading New Age Beverage Brands Advertising Expenditures 2003 — 2008 pg...........212

6.30 Leading New Age Beverage Brands Share of Advertising Expenditures 2003 — 2008 pg...........213

6.31 Leading New Age Beverage Brands Change in Advertising Expenditures 2004 — 2008 pg...........214

6.32 Estimated New Age Advertising Expenditures by Media 2003 — 2008 pg...........215

6.33 Estimated New Age Advertising Share of Expenditures by Media 2003 — 2008 pg...........216

6.34 Estimated New Age Advertising Change in Expenditures by Media 2004 — 2008 pg...........217

6.35 Estimated New Age Advertising Expenditures by Market Segment 2003 — 2008 pg...........218

6.36 Estimated New Age Advertising Share of Expenditures by Segment 2003 — 2008 pg...........219

6.37 Estimated New Age Advertising Change in Expenditures by Segment 2004 — 2008 pg...........220

7. DEMOGRAPHICS OF THE NEW AGE BEVERAGE USER

7.38 Demographics of the Bottled Water Consumer 2008 pg...........230

7.39 Demographics of the Ready–To–Drink Tea Consumer 2008 pg...........232

7.40 Demographics of the Sports Beverage Consumer 2008 pg...........234

7.41 Demographics of the Poland Spring Consumer 2008 pg...........236

7.42 Demographics of the Aquafina Consumer 2008 pg...........238

7.43 Demographics of the Arizona Tea Consumer 2008 pg...........240

7.44 Demographics of the Lipton Brisk Consumer 2008 pg...........242

7.45 Demographics of the Gatorade Consumer 2008 pg...........244

7.46 Demographics of the Powerade Consumer 2008 pg...........246

8. THE PROJECTED NEW AGE BEVERAGE MARKET

8.47 Projected New Age Beverage Market Wholesale Dollar Sales by Segment 2008 — 2013 pg...........256

8.48 Projected New Age Beverage Market Wholesale Dollar Share by Segment 2008 — 2013 pg...........257

8.49 Projected New Age Beverage Market Compound Annual Growth by Segment 2008 — 2013 pg...........258

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