-The Multiple Beverage Marketplace in the U.S.

-Organic Beverages in the U.S.

-The Multiple Beverage Marketplace in Canada

-The Global Multiple Beverage Marketplace

-Wellness & Functional Beverages in the U.S.

-New Age Beverages in the U.S.

Also Available:

-The Multiple Beverage Marketplace in Japan, 2009 edition

-The Multiple Beverage Marketplace in Mexico, 2008 edition

-The Multiple Beverage Marketplace in India, 2008 edition

-The Multiple Beverage Marketplace in China, 2008 edition

2011 Wellness and Functional Beverages in the U.S. (Autumn)

  • CD: $6,195 (Single User Only)
  • Book: $6,195
  • Both: $6,595  
  • BMCDataDirect Internet delivery: 3-user license $6,795;
    Call for multi-user discount prices
  • BMCDataDirect Internet delivery: 3-user license + Book: $7,195
  • Multi-user CD (via corporate intranet/network server) Call Charlene Harvey (formerly Salito) @ 212-688-7640 ext. 1962 for pricing

BEYOND THIRST.  Examining marketing activities, trends and issues in this multi-faceted market, this report covers beverages aiming to aid health, quench thirst and provide specific benefits. It distinguishes between traditional and new-era wellness beverage types and covers all segments, including protein drinks and probiotics, antioxidant beverages, hydration beverages, dietary supplements, functional beverages, nutrient provision/meal replacement products, and beverages and supplements targeted to senior citizens. It also discusses the regulatory and commercial issues as well as the leading companies’ strategies. NEW IN 2011: Expanded brand coverage and additional advertising expenditure coverage.

More than 250 pages, with extensive text, graphs, charts and tables.

Call Charlene Harvey (800) 275-4630 ext. 1962 or (212) 688-7640 ext. 1962 for more information or to place an order.

See Also:
Fruit Beverages in the U.S.

 

 

TABLE OF CONTENTS i

TABLE OF EXHIBITS iv

DEFINITIONS USED IN THIS REPORT vi

INTRODUCTION viii

CHAPTER

1. THE WELLNESS AND FUNCTIONAL BEVERAGE MARKET IN THE U.S.

Wellness Definition pg..........1

The Wellness and Functional Beverage Market pg..........8

  • Overview pg..........8
  • Wholesale Dollar Sales and Volume pg..........8
  • Per Capita Consumption pg..........8
  • Wellness in the Multiple Beverage Marketplace pg..........9
  • Sales by Segment pg..........10
  • Volume by Segment pg..........11
  • Sales by Consumer Benefit Segment pg..........12
  • Regulatory Issues pg..........13

Traditional Wellness Beverage Segments pg..........16

  • Milk pg..........16
  • Bottled Water pg..........24
  • Flavored Water pg..........26
  • Essence Water pg..........26
  • Fruit Juice pg..........28
  • Soy Milk pg..........29

Other Wellness Segments pg..........36

  • Gut Health pg..........36
  • Tea pg..........44
  • Nutrition Bars pg..........60

Exhibits pg..........66

2. THE NEW WELLNESS AND FUNCTIONAL BEVERAGE MARKET IN THE U.S.

New Wellness and Functional Beverage Market pg..........84

  • Overview pg..........84
  • RTD Tea pg..........86
  • RTD Meal Replacement pg..........88
  • Superpremium Juice pg..........91
  • Kombucha pg..........92
  • Coconut Water pg..........95
  • Sports Beverages pg..........98
  • Energy Drinks pg..........99
  • Nutrient–Enhanced Drinks pg..........102
  • Protein Drinks pg..........106
  • Other Functional Beverages pg..........109

Exhibits pg..........113

3. THE LEADING NEW WELLNESS AND FUNCTIONAL BEVERAGE COMPANIES

The Leading Companies pg..........122

PepsiCo Inc.

  • Overview pg..........125
  • Quaker Oats — Overview pg..........125
  • Quaker Oats — Marketing pg..........127
  • Naked Juice — Overview pg..........143
  • Naked Juice — Marketing pg..........146
  • PLTP — Overview pg..........150
  • PLTP — Marketing pg..........151
  • SoBe — Overview pg..........153
  • SoBe — Marketing pg..........154
  • Amp — Overview pg..........160
  • Amp — Marketing pg..........161

Coca Cola Company

  • Overview pg..........163
  • Energy Brands — Overview pg..........163
  • Energy Brands — Marketing pg..........165
  • Odwalla — Overview pg..........169
  • Odwalla — Marketing pg..........169
  • Fuze — Overview pg..........175
  • Fuze — Marketing pg..........176
  • Nestea — Overview pg..........178
  • Nestea — Marketing pg..........179
  • Powerade — Overview pg..........182
  • Powerade — Marketing pg..........182
  • Honest Tea — Overview pg..........185
  • Honest Tea — Marketing pg..........187
  • Full Throttle — Overview pg..........193
  • Full Throttle — Marketing pg..........194

Ferolito, Vultaggio & Sons

  • Overview pg..........195
  • Marketing pg..........196

Red Bull

  • Overview pg..........204
  • Marketing pg..........205

POM Wonderful

  • Overview pg..........214
  • Marketing pg..........214

Vita Coco

  • Overview pg..........218
  • Marketing pg..........218

CytoSport Inc.

  • Overview pg..........220
  • Marketing pg..........220

Skinny Nutritional Corporation

  • Overview pg..........222
  • Marketing pg..........222

Celsius Holdings, Inc.

  • Overview pg..........226
  • Marketing pg..........226

Sambazon

  • Overview pg..........228
  • Marketing pg..........229

Hansen Natural Corporation

  • Overview pg..........230
  • Marketing pg..........231

Exhibits pg..........241

4. THE NEW WELLNESS AND FUNCTIONAL BEVERAGE ADVERTISING EXPENDITURES

Wellness and Functional Advertising Spending pg..........244

  • Ad Dollars by Segment pg..........244
  • Expenditures by Advertiser pg..........245

Exhibits pg..........247

5. DEMOGRAPHICS OF THE WELLNESS AND FUNCTIONAL BEVERAGE USER

The Wellness and Functional Beverage Consumer pg..........253

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

6. THE PROJECTED NEW WELLNESS AND FUNCTIONAL BEVERAGE MARKET

Projected New Wellness/Functional Beverage Market pg..........259

Exhibits pg..........261

APPENDIX

A. Dietary Supplements and Functional Foods pg..........264

  • Regulatory Activities pg..........271

B. Nutraceutical/Functional Ingredients pg..........285

EXHIBIT

1. THE WELLNESS AND FUNCTIONAL BEVERAGE MARKET IN THE U.S.

1.1 Wellness and Functional RTD Beverage Market Estimated Wholesale Dollar Sales and Volume 1999 – 2011 pg..........66

1.2 Wellness and Functional RTD Beverage Market Change in Estimated Wholesale Dollar Sales and Volume 2000 – 2011 pg..........67

1.3 Wellness and Functional RTD Beverage Market Per Capita Consumption 1999 – 2011 pg..........68

1.4 U.S. Multiple Beverage Market Wellness and Functional RTD Beverages vs. All Others Estimated Wholesale Dollar Sales 2005 – 2010 pg..........69

1.5 U.S. Multiple Beverage Market Wellness and Functional RTD Beverages vs. All Others Share of Wholesale Dollar Sales 2005 – 2010 pg..........70

1.6 U.S. Multiple Beverage Market Wellness and Functional RTD Beverages vs. All Others Change in Wholesale Dollar Sales 2006 – 2010 pg..........71

1.7 U.S. Multiple Non-Alcoholic Beverage Market Wellness and Functional RTD Beverages vs. All Others Estimated Wholesale Dollar Sales 2005 – 2010 pg..........72

1.8 U.S. Multiple Non-Alcoholic Beverage Market Wellness and Functional RTD Beverages vs. All Others Share of Wholesale Dollar Sales 2005 – 2010 pg..........73

1.9 U.S. Multiple Non-Alcoholic Beverage Market Wellness and Functional RTD Beverages vs. All Others Change in Wholesale Dollar Sales 2006 – 2010 pg..........74

1.10 Wellness and Functional RTD Beverage Market Estimated Wholesale Dollar Sales 2005 – 2010 pg..........75

1.11 Wellness and Functional RTD Beverage Market Share of Wholesale Dollar Sales 2005 – 2010 pg..........76

1.12 Wellness and Functional RTD Beverage Market Change in Wholesale Dollar Sales 2006 – 2010 pg..........77

1.13 Wellness and Functional RTD Beverage Market Estimated Volume 2005 – 2011 pg..........78

1.14 Wellness and Functional RTD Beverage Market Share of Volume 2005 – 2011 pg..........79

1.15 Wellness and Functional RTD Beverage Market Change in Volume 2006 – 2011 pg..........80

1.16 Wellness and Functional RTD Beverage Market by Consumer Benefit Segment Estimated Wholesale Dollar Sales 2005 – 2010 pg..........81

1.17 Wellness and Functional RTD Beverage Market by Consumer Benefit Segment Share of Wholesale Dollar Sales 2005 – 2010 pg..........82

1.18 Wellness and Functional RTD Beverage Market by Consumer Benefit Segment Change in Wholesale Dollar Sales 2006 – 2010 pg..........83

2. THE NEW WELLNESS AND FUNCTIONAL BEVERAGE MARKET IN THE U.S.

2.19 The New Wellness and Functional RTD Beverage Market Estimated Wholesale Dollar Sales 2005 – 2010 pg..........113

2.20 The New Wellness and Functional RTD Beverage Market Share of Wholesale Dollar Sales 2005 – 2010 pg..........114

2.21 The New Wellness and Functional RTD Beverage Market Change in Wholesale Dollar Sales 2006 – 2010 pg..........115

2.22 The New Wellness and Functional RTD Beverage Market Estimated Volume 2005 – 2011 pg..........116

2.23 The New Wellness and Functional RTD Beverage Market Share of Volume 2005 – 2011 pg..........117

2.24 The New Wellness and Functional RTD Beverage Market Change in Volume 2006 – 2011 pg..........118

2.25 U.S. Nutrient-Enhanced Beverage Market Estimated Wholesale Dollar Sales 2005 – 2010 pg..........119

2.26 U.S. Nutrient-Enhanced Beverage Market Share of Wholesale Dollar Sales 2005 – 2010 pg..........120

2.27 U.S. Nutrient-Enhanced Beverage Market Change in Wholesale Dollar Sales 2006 – 2010 pg..........121

3. THE LEADING NEW WELLNESS AND FUNCTIONAL BEVERAGE COMPANIES

3.28 Leading New Wellness and Functional Beverage Companies Estimated Wholesale Dollar Sales 2005 –– 2010 pg..........241

3.29 Leading New Wellness and Functional Beverage Companies Share of Wholesale Dollar Sales 2005 – 2010 pg..........242

3.30 Leading New Wellness and Functional Beverage Companies Change in Wholesale Dollar Sales 2006 – 2010 pg..........243

4. THE NEW WELLNESS AND FUNCTIONAL BEVERAGE ADVERTISING EXPENDITURES

4.31 Leading New Wellness and Functional Beverage Segments Advertising Expenditures 2005 – 2010 pg..........247

4.32 Leading New Wellness and Functional Beverage Segments Share of Advertising Expenditures 2005 – 2010 pg..........248

4.33 Leading New Wellness and Functional Beverage Segments Change in Advertising Expenditures 2006 – 2010 pg..........249

4 .34 New Wellness and Functional Beverage Market Expenditures by Leading Advertisers 2005 – 2010 pg..........250

4.35 New Wellness and Functional Beverage Market Share of Expenditures by Leading Advertisers 2005 – 2010 pg..........251

4.36 New Wellness and Functional Beverage Market Change in Expenditures by Leading Advertisers 2006 – 2010 pg..........252

5. DEMOGRAPHICS OF THE WELLNESS AND FUNCTIONAL BEVERAGE USER

5.37 Demographics of the Ready–to–Drink Tea Consumer 2010 pg..........256

5.38 Demographics of the Sports Beverage Consumer 2010 pg..........257

5.39 Demographics of the Energy Drink Consumer 2010 pg..........258

6. THE PROJECTED NEW WELLNESS AND FUNCTIONAL BEVERAGE MARKET

6.40 Projected New Wellness and Functional RTD Beverage Market Estimated Wholesale Dollar Sales 2010 – 2015 pg..........261

6.41 Projected New Wellness and Functional RTD Beverage Market Share of Wholesale Dollar Sales 2010 – 2015 pg..........262

6.42 Projected New Wellness and Functional RTD Beverage Market Compound Annual Growth Rate 2010 – 2015 pg..........263