Carbonated Soft Drinks in the U.S., 2010 edition
CHAPTER
1. THE U.S. CARBONATED SOFT DRINK MARKET
The National Soft Drink Market pg..........1
- Overview pg..........1
- Volume pg..........2
- Per Capita Consumption pg..........2
- Growth pg..........3
- Seasonality pg..........4
- Recent Trends in the CSD Market pg..........4
The Regional Soft Drink Markets pg..........6
- Overview pg..........6
- Regional Per Capita Consumption pg..........8
Exhibits pg..........11
2. THE U.S. SOFT DRINK PACKAGED AND FOUNTAIN MARKETS
National Packaged and Fountain Volume Trends pg..........21
Regional Packaged Trends pg..........23
Regional Fountain Trends pg..........26
Exhibits pg..........29
3. THE U.S. SOFT DRINK REGULAR AND DIET MARKETS
Regular and Diet Trends pg..........37
- Overview pg..........37
- Packaged CSDs pg..........47
- Fountain CSDs pg..........48
Regional Soft Drink Trends pg..........49
- Packaged Regular CSDs pg..........49
- Packaged Diet CSDs pg..........50
Exhibits pg..........51
4. THE U.S. SOFT DRINK FLAVORS
National Flavor Trends pg..........63
Regular Packaged Flavor Trends pg..........66
Diet Packaged Flavor Trends pg..........68
Regular Fountain Flavor Trends pg..........70
Diet Fountain Flavor Trends pg..........71
Exhibits pg..........72
5. THE LEADING SOFT DRINK COMPANIES AND THEIR STRATEGIES
The Leading Companies pg..........87
- Overview pg..........87
Coca–Cola Company
- Overview pg..........96
- Marketing pg..........102
- Bottling System pg..........122
PepsiCo, Inc.
- Overview pg..........126
- Marketing pg..........130
- Bottling System pg..........145
Dr Pepper Snapple Group, Inc.
- Overview pg..........149
- Marketing pg..........153
- Bottling System pg..........160
Cott Corporation
- Overview pg..........164
- Marketing pg..........171
- International pg..........175
Exhibits pg..........179
6. THE LEADING SOFT DRINK BRANDS
The Top Twenty Soft Drink Brands pg..........195
The Top Fifteen Diet Soft Drink Brands pg..........198
Leading Soft Drink Brands by Flavor pg..........200
- Cola pg..........200
- Heavy Citrus pg..........201
- Lemon–Lime pg..........202
- Pepper pg..........203
- Orange/Flavor Lines pg..........203
- Root Beer pg..........205
Leading Soft Drink Brands by Channel pg..........206
Exhibits pg..........207
7. THE PREMIUM SOFT DRINK MARKET
Premium Soft Drinks pg..........221
- Overview pg..........221
- Leading Brands pg..........222
Exhibits pg..........228
8. U.S. SOFT DRINK DISTRIBUTION CHANNELS
Soft Drink Distribution Channels pg..........235
- Overview pg..........235
- Supermarkets pg..........236
- Mass Merchandisers pg..........237
- Foodservice pg..........237
- Vending pg..........237
- Convenience/Gas Stores pg..........238
Vended Can, Bottle and Cup Volume pg..........239
Exhibits pg..........240
9. U.S. SOFT DRINK INDUSTRY PRICING
Soft Drink Pricing pg..........247
- Overview pg..........247
- Consumer Prices pg..........247
- Producer Prices pg..........248
- Wholesale Prices pg..........250
Exhibits pg..........251
10. PRIVATE LABEL SOFT DRINKS
Private Label Soft Drinks pg..........255
Exhibits pg..........258
11. U.S. SOFT DRINK PACKAGING
Soft Drink Packaging Trends pg..........261
Soft Drink Volume by Container Size pg..........265
Exhibits pg..........267
12. SOFT DRINK ADVERTISING EXPENDITURES
Advertising Expenditures of the Leading CSD Companies pg..........273
- Overview pg..........273
- Coca–Cola Company pg..........277
- PepsiCo, Inc. pg..........278
- Dr Pepper Snapple Group, Inc. pg..........279
Advertising Expenditures of the Leading CSD Brands pg..........281
Soft Drink Advertising by Medium pg..........282
Exhibits pg..........284
13. DEMOGRAPHICS OF THE SOFT DRINK CONSUMER
Adult Regular and Diet CSD Consumers pg..........301
Adult Regular CSD Consumers pg..........308
Adult Diet CSD Consumers pg..........311
Exhibits pg..........312
14. THE PROJECTED U.S. SOFT DRINK MARKET
Soft Drink Projections pg..........321
- Overview pg..........321
- Trends pg..........321
- Packaged and Fountain Volume pg..........322
- Regular and Diet Volume pg..........323
- Volume by Container Type pg..........324
- National Brand and Private Label Volume pg..........324
Exhibits pg..........325
APPENDIX
A. U.S. Population by Region 1976 – 2009 pg..........337
EXHIBIT
1. THE U.S. CARBONATED SOFT DRINK MARKET
1.1 U.S. Carbonated Soft Drink Market Volume and Change 1960 – 2009 pg..........11
1.2 U.S. Carbonated Soft Drink Market Per Capita Consumption 1970 – 2009 pg..........12
1.3 U.S. Carbonated Soft Drink Market Compound Annual Growth 1970 – 2009 pg..........13
1.4 U.S. Carbonated Soft Drink Market Quarterly Volume Shares in Measured Channels 2003 – 2009 pg..........14
1.5 Regional Soft Drink Markets Gallonage/Case Volume 2004 – 2009 pg..........15
1.6 Regional Soft Drink Markets Gallonage/Case Share 2004 – 2009 pg..........16
1.7 Regional Soft Drink Markets Gallonage/Case Growth 2005 – 2009 pg..........17
1.8 Regional Soft Drink Markets Compound Annual Growth 1995 – 2009 pg..........18
1.9 Regional Soft Drink Markets Per Capita Consumption 2004 – 2009 pg..........19
2. THE U.S. SOFT DRINK PACKAGED AND FOUNTAIN MARKETS
2.10 U.S. Soft Drink Market Packaged and Fountain Gallonage and Growth 1975 – 2009 pg..........29
2.11 U.S. Soft Drink Market Packaged and Fountain Share 1975 – 2009 pg..........30
2.12 Regional Soft Drink Packaged Volume 1985 – 2009 pg..........31
2.13 Regional Soft Drink Packaged Share 1985 – 2009 pg..........32
2.14 Regional Soft Drink Packaged Growth 1986 – 2009 pg..........33
2.15 Regional Soft Drink Fountain Gallonage 1985 – 2009 pg..........34
2.16 Regional Soft Drink Fountain Share 1985 – 2009 pg..........35
2.17 Regional Soft Drink Fountain Growth 1986 – 2009 pg..........36
3. THE U.S. SOFT DRINK REGULAR AND DIET MARKETS
3.18 U.S. Soft Drink Market Regular vs. Diet Volume and Share 1984 – 2009 pg..........51
3.19 U.S. Soft Drink Market Regular vs. Diet Growth 1985 – 2009 pg..........52
3.20 U.S. Soft Drink Packaged Market Regular vs. Diet Volume and Share 1975 – 2009 pg..........53
3.21 U.S. Soft Drink Packaged Market Regular vs. Diet Growth 1980 – 2009 pg..........54
3.22 U.S. Soft Drink Fountain Market Regular vs. Diet Volume and Share 1984 – 2009 pg..........55
3.23 U.S. Soft Drink Fountain Market Regular vs. Diet Growth 1985 – 2009 pg..........56
3.24 Regional Packaged Soft Drink Market Regular Volume 1985 – 2009 pg..........57
3.25 Regional Packaged Soft Drink Market Regular Share 1985 – 2009 pg..........58
3.26 Regional Packaged Soft Drink Market Regular Growth 1986 – 2009 pg..........59
3.27 Regional Packaged Soft Drink Market Diet Volume 1985 – 2009 pg..........60
3.28 Regional Packaged Soft Drink Market Diet Share 1985 – 2009 pg..........61
3.29 Regional Packaged Soft Drink Market Diet Growth 1986 – 2009 pg..........62
4. THE U.S. SOFT DRINK FLAVORS
4.30 U.S. Soft Drink Market Volume by Flavor 2004 – 2009 pg..........72
4.31 U.S. Soft Drink Market Share by Flavor 2004 – 2009 pg..........73
4.32 U.S. Soft Drink Market Growth by Flavor 2005 – 2009 pg..........74
4.33 U.S. Soft Drink Regular Packaged Volume by Flavor 2004 – 2009 pg..........75
4.34 U.S. Soft Drink Regular Packaged Share by Flavor 2004 – 2009 pg..........76
4.35 U.S. Soft Drink Regular Packaged Growth by Flavor 2005 – 2009 pg..........77
4.36 U.S. Soft Drink Diet Packaged Volume by Flavor 2004 – 2009 pg..........78
4.37 U.S. Soft Drink Diet Packaged Share by Flavor 2004 – 2009 pg..........79
4.38 U.S. Soft Drink Diet Packaged Growth by Flavor 2005 – 2009 pg..........80
4.39 U.S. Soft Drink Regular Fountain Volume by Flavor 2004 – 2009 pg..........81
4.40 U.S. Soft Drink Regular Fountain Share by Flavor 2004 – 2009 pg..........82
4.41 U.S. Soft Drink Regular Fountain Growth by Flavor 2005 – 2009 pg..........83
4.42 U.S. Soft Drink Diet Fountain Volume by Flavor 2004 – 2009 pg..........84
4.43 U.S. Soft Drink Diet Fountain Share by Flavor 2004 – 2009 pg..........85
4.44 U.S. Soft Drink Diet Fountain Growth by Flavor 2005 – 2009 pg..........86
5. THE LEADING SOFT DRINK COMPANIES AND THEIR STRATEGIES
5.45 The Leading Soft Drink Companies Gallonage 2004 – 2009 pg..........179
5.46 The Leading Soft Drink Companies Share 2004 – 2009 pg..........180
5.47 The Leading Soft Drink Companies Growth 2005 – 2009 pg..........181
5.48 Coca–Cola Company Gallonage by Brand 2004 – 2009 pg..........182
5.49 Coca–Cola Company Industry Share by Brand 2004 – 2009 pg..........183
5.50 Coca–Cola Company Annual Growth by Brand 2005 – 2009 pg..........184
5.51 PepsiCo, Inc. Gallonage by Brand 2004 – 2009 pg..........185
5.52 PepsiCo, Inc. Industry Share by Brand 2004 – 2009 pg..........186
5.53 PepsiCo, Inc. Annual Growth by Brand 2005 – 2009 pg..........187
5.54 Dr Pepper Snapple Group, Inc. Gallonage by Brand 2004 – 2009 pg..........188
5.55 Dr Pepper Snapple Group, Inc. Industry Share by Brand 2004 – 2009 pg..........190
5.56 Dr Pepper Snapple Group, Inc. Annual Growth by Brand 2005 – 2009 pg..........192
6. THE LEADING SOFT DRINK BRANDS
6.57 The Top 20 Soft Drink Brands Gallonage 2004 – 2009 pg..........207
6.58 The Top 20 Soft Drink Brands Share 2004 – 2009 pg..........208
6.59 The Top 20 Soft Drink Brands Growth 2005 – 2009 pg..........209
6.60 The Top 15 Diet Soft Drink Brands Gallonage 2004 – 2009 pg..........210
6.61 The Top 15 Diet Soft Drink Brands Share 2004 – 2009 pg..........211
6.62 The Top 15 Diet Soft Drink Brands Growth 2005 – 2009 pg..........212
6.63 The Leading Soft Drink Flavor Brands Gallonage 2004 – 2009 pg..........213
6.64 The Leading Soft Drink Flavor Brands Category Share 2004 – 2009 pg..........215
6.65 The Leading Soft Drink Flavor Brands Volume Growth 2005 – 2009 pg..........217
6.66 Leading Carbonated Soft Drink Trademarks by Volume in Grocery Stores 2009 pg..........219
6.67 Leading Carbonated Soft Drink Trademarks by Volume in Drug Stores 2009 pg..........220
7. THE PREMIUM SOFT DRINK MARKET
7.68 Leading Premium Soda Brands Estimated Wholesale Dollar Sales 2004 – 2009 pg..........228
7.69 Leading Premium Soda Brands Share of Wholesale Dollar Sales 2004 – 2009 pg..........229
7.70 Leading Premium Soda Brands Change in Wholesale Dollar Sales 2005 – 2009 pg..........230
7.71 Leading Premium Soda Brands Volume 2004 – 2009 pg..........231
7.72 Leading Premium Soda Brands Share of Volume 2004 – 2009 pg..........232
7.73 Leading Premium Soda Brands Change in Volume 2005 – 2009 pg..........233
8. U.S. SOFT DRINK DISTRIBUTION CHANNELS
8.74 U.S. Soft Drink Market Volume by Distribution Channels 2004 – 2009 pg..........240
8.75 U.S. Soft Drink Market Share by Distribution Channels 2004 – 2009 pg..........241
8.76 U.S. Soft Drink Market Growth by Distribution Channels 2005 – 2009 pg..........242
8.77 The Vended Soft Drink Segment Volume of Cans, Bottles and Cups 2004 – 2009 pg..........243
8.78 The Vended Soft Drink Segment Share of Cans, Bottles and Cups 2004 – 2009 pg..........244
8.79 The Vended Soft Drink Segment Growth of Cans, Bottles and Cups 2005 – 2009 pg..........245
9. U.S. SOFT DRINK INDUSTRY PRICING
9.80 Growth in Consumer Price Index Carbonated Drinks vs. All Items 1980 – 2009 pg..........251
9.81 Growth in Producer Price Index Soft Drinks vs. All Commodities 1980 – 2009 pg..........252
9.82 Average Wholesale Non–Discounted Price Per Packaged Case 1993 – 2009 pg..........253
9.83 Average Wholesale Non–Discounted Bulk Price Per Five Gallon Transfer Tank 1993 – 2009 pg..........254
10. PRIVATE LABEL SOFT DRINKS
10.84 U.S. Soft Drink Market National Brands vs. Private Label Gallonage and Share 1993 – 2009 pg..........258
10.85 U.S. Soft Drink Market National Brands vs. Private Label Growth 1994 – 2009 pg..........259
11. U.S. SOFT DRINK PACKAGING
11.86 U.S. Soft Drink Packaged Volume by Type 1975 – 2009 pg..........267
11.87 U.S. Soft Drink Packaged Share by Type 1975 – 2009 pg..........268
11.88 U.S. Soft Drink Packaged Growth by Type 1985 – 2009 pg..........269
11.89 U.S. Soft Drink Packaged Volume by Size and Type 2004 – 2009 pg..........270
11.90 U.S. Soft Drink Packaged Share by Size and Type 2004 – 2009 pg..........271
11.91 U.S. Soft Drink Packaged Growth by Size and Type 2005 – 2009 pg..........272
12. SOFT DRINK ADVERTISING EXPENDITURES
12.92 The Leading Soft Drink Companies Estimated Advertising Expenditures 2004 – 2009 pg..........284
12.93 The Leading Soft Drink Companies Share of Advertising Expenditures 2004 – 2009 pg..........285
12.94 The Leading Soft Drink Companies Change in Advertising Expenditures 2005 – 2009 pg..........286
12.95 The Leading Soft Drink Companies Advertising Cents Per Gallon 2004 – 2009 pg..........287
12.96 Coca–Cola Company Estimated Advertising Expenditures by Brand 2004 – 2009 pg..........288
12.97 Coca–Cola Company Share of Advertising Expenditures by Brand 2004 – 2009 pg..........289
12.98 Coca–Cola Company Change in Advertising Expenditures by Brand 2005 – 2009 pg..........290
12.99 PepsiCo, Inc. Estimated Advertising Expenditures by Brand 2004 – 2009 pg..........291
12.100 PepsiCo, Inc. Share of Advertising Expenditures by Brand 2004 – 2009 pg..........292
12.101 PepsiCo, Inc. Change in Advertising Expenditures by Brand 2005 – 2009 pg..........293
12.102 Dr Pepper Snapple Group, Inc. Estimated Advertising Expenditures by Brand 2004 – 2009 pg..........294
12.103 Dr Pepper Snapple Group, Inc. Share of Advertising Expenditures by Brand 2004 – 2009 pg..........295
12.104 Dr Pepper Snapple Group, Inc. Change in Advertising Expenditures by Brand 2005 – 2009 pg..........296
12.105 The Top 20 Soft Drink Brands by Advertising Expenditures 2004 – 2009 pg..........297
12.106 U.S. Soft Drink Market Expenditures by Media 2004 – 2009 pg..........298
12.107 U.S. Soft Drink Market Share of Expenditures by Media 2004 – 2009 pg..........299
12.108 U.S. Soft Drink Market Change in Expenditures by Media 2005 – 2009 pg..........300
13. DEMOGRAPHICS OF THE SOFT DRINK CONSUMER
13.109 Demographics of the Regular CSD Consumer 2009 pg..........312
13.110 Demographics of the Diet CSD Consumer 2009 pg..........313
13.111 Demographics of the Coca–Cola Consumer 2009 pg..........314
13.112 Demographics of the Pepsi–Cola Consumer 2009 pg..........315
13.113 Demographics of the Sierra Mist Consumer 2009 pg..........316
13.114 Demographics of the Store Brand CSD Consumer 2009 pg..........317
13.115 Demographics of the Diet Coke Consumer 2009 pg..........318
13.116 Demographics of the Diet Pepsi Consumer 2009 pg..........319
14. THE PROJECTED U.S. SOFT DRINK MARKET
14.117 Projected U.S. Soft Drink Market Volume and Per Capita Consumption 2009 – 2014 pg..........325
14.118 Projected U.S. Soft Drink Market Compound Annual Growth 1980 – 2014 pg..........326
14.119 Projected U.S. Soft Drink Packaged and Fountain Volume and Share 1980 – 2014 pg..........327
14.120 Projected U.S. Soft Drink Packaged and Fountain Compound Annual Growth 1985 – 2014 pg..........328
14.121 Projected U.S. Soft Drink Regular and Diet Volume 1991 – 2014 pg..........329
14.122 Projected U.S. Soft Drink Regular and Diet Compound Annual Growth 1990 – 2014 pg..........330
14.123 Projected U.S. Soft Drink Volume by Container Type 1980 – 2014 pg..........331
14.124 Projected U.S. Soft Drink Share by Container Type 1980 – 2014 pg..........332
14.125 Projected U.S. Soft Drink Compound Annual Growth by Container Type 1985 – 2014 pg..........333
14.126 Projected U.S. Soft Drink National Brands vs. Private Label Gallonage and Share 1993 – 2014 pg..........334
14.127 Projected U.S. Soft Drink National Brands vs. Private Label Compound Annual Growth 1993 – 2014 pg..........335