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Indirect competition. This new age beverage market report offers insight on a broad array of established and emerging non-alcohol drinks that share similar attributes and consumer perceptions, meet similar need states and often compete for scarce shelf space, invaluable consumer loyalty and key consumption moments. Everything from the impact of the Coronavirus pandemic to discussions of consumer drivers and innovations that are changing the face of the market are addressed in this comprehensive report. Historical, current and projected data on volume and sales plus discussion of leading companies and their strategies. This study examines diverse beverage categories including: coconut water, high-end CSDs, energy drinks, kombucha, plant water, probiotics, protein drinks, ready-to-drink tea and coffee, single serve dairy, single serve fruit beverages, single-serve water, sports beverages, single-serve sparkling water and a broad range of other segments that fall under the ever-evolving New Age beverage umbrella. The astute marketer will want to keep an eye not only on their own immediate segment but on the broader competitive set for lessons, risks and opportunities.

  • 2023 Edition - Published January 2024.
  • Data through 2022, preliminary 2023 figures and projections through 2027.
  • 300+ pages with extensive text analysis, graphs, charts and 45+ tables.
  • Immediate download, PDF, Word and Excel format report, 3-user access.
New Age Beverages in the U.S. through 2027
What's Inside? View Details


Get superior data, market insights and industry perspective to analyze beverage segments, evaluate opportunities and benchmark performance.

Report Overview  more details

The answers you need

The U.S. New Age Beverages report provides in-depth data and market analysis, shedding light on various aspects of the market through reliable data and discussions of what the numbers really mean. Questions answered include:

  • Which segments of the diverse U.S. New Age beverage market grew in 2022 and which did not? Which are estimated to have grown or declined in 2023?
  • Which categories are poised for strong growth in the future? How did covid-19 impact the market?
  • What are the top beverage brands and how did they perform in 2022?
  • What's driving developments in the New Age beverage marketplace?
  • How many gallons did U.S. residents consume in 2022, and how is that likely to change in the next few years?
  • What are the leading sales channels for New Age beverages?

This report features

This comprehensive report investigates 15 non-alcoholic beverage categories that populate the domestic landscape. It offers volume, retail dollars, wholesale dollars and per capita consumption, as well as a look at the New Age beverage market by region and distribution channel.

The report provides an in-depth look at the leading companies and brands in the category and the consumer drivers, preferences and needs likely to propel consumption growth through 2027. Advertising and demographic data are also provided. Backed by Beverage Marketing's reliable, all-sales-channel-inclusive data, readers get a thorough understanding of all facets of this beverage market including:

  • An overview of the diverse New Age beverage market, anchoring it in history as well as providing insight into current trends propelling the market.
  • A detailed break-out of trends in the various segments and sub-segments providing data including volume, wholesale dollar sales, wholesale prices per case and more for 21 segments and subsegments.
  • Regional look at the U.S. New Age beverage marketplace, with volume and growth data of eight segments over the past five years, and projections five years in the future.
  • Detailed profiles and analysis of the leading companies and brands, discussions of their marketing activities and distribution strategies as well as company and brand sales volume data and statistics. Profiles the wellness beverage activities of companies such as Coca-Cola Company, Keurig Dr Pepper, Ferolito, Vultaggio & Sons, Monster Beverage Corporation, PepsiCo, Red Bull and others. Includes brand data for Gatorade, GT's, Glacéau, Arizona, Lipton, Rockstar, Frappuccino, Gold Peak and many more.
  • Data detailing volume by distribution channels totaling 100% of market volume.
  • Advertising expenditures of the leading companies and segments and a look at spending by media type (including Internet and Spanish-language advertising).
  • Consumer demographic profiles comparing consumers of key brands and segments.
  • Five-year volume, wholesale dollar and retail dollar sales forecast through 2027 for the New Age beverage market and its sub-segments. Including single-serve waters (breaks out retail PET water, enhanced water, alkaline water, flavored water, essence water), energy drinks, nutrient-enhanced fruit drinks, superpremium juice, regular single-serve fruit beverages, probiotics, protein drinks, RTD coffee, RTD tea, sports beverages, sparkling water, vegetable/fruit juice blends, kombucha, coconut water, plant water, premium soda and shelf-stable dairy drinks.

1. THE MULTIPLE SEGMENT NEW AGE BEVERAGE MARKET

The Current New Age Market pg 1

EXHIBITS

  • 1.1 New Age Beverage Market Dollar Sales and Volume 1985 – 2027 pg 4
  • 1.2 New Age Beverage Market Annual Growth 1995 – 2027 pg 5
  • 1.3 New Age Beverage Market Per Capita Consumption 1985 – 2027 pg 6

2. NEW AGE SEGMENTS

New Age Beverage Market Segments – Dollars pg 7

  • Single-Serve Water pg 10
  • Single-Serve Fruit Beverages pg 15
  • Sports Beverages pg 20
  • Ready-to-Drink Tea pg 22
  • Sparkling Water pg 25
  • High-End CSDs pg 27
  • Vegetable/Fruit Juice Blends pg 29
  • Ready-to-Drink Coffee pg 30
  • Energy Drinks pg 32
  • Single-Serve Dairy pg 33
  • Kombucha pg 34
  • Coconut Water pg 36
  • Plant Water pg 37
  • Protein Drinks pg 38
  • Probiotics pg 39

New Age Beverage Market Segments – Volume and Price pg 41

EXHIBITS

  • 2.4 New Age Beverage Market Segments Estimated Retail Dollar Sales 2017 – 2027 pg 45
  • 2.5 New Age Beverage Market Segments Share of Retail Dollar Sales 2017 – 2027 pg 46
  • 2.6 New Age Beverage Market Segments Change in Retail Dollar Sales 2018 – 2027 pg 47
  • 2.7 New Age Beverage Market Segments Estimated Wholesale Dollar Sales 2017 – 2027 pg 48
  • 2.8 New Age Beverage Market Segments Share of Wholesale Dollar Sales 2017 – 2027 pg 49
  • 2.9 New Age Beverage Market Segments Change in Wholesale Dollar Sales 2018 – 2027 pg 50
  • 2.10 New Age Beverage Market Segments Volume 2017 – 2027 pg 51
  • 2.11 New Age Beverage Market Segments Share of Volume 2017 – 2027 pg 53
  • 2.12 New Age Beverage Market Segments Change in Volume 2018 – 2027 pg 54
  • 2.13 New Age Beverage Market Segments Estimated Wholesale Prices 2017 – 2027 pg 55

3. NEW AGE REGIONAL MARKETS

New Age Regional Markets pg 57

  • The South pg 58
  • The West pg 59
  • The Northeast pg 60
  • The Midwest pg 61

New Age Segments by Regional Markets pg 63

  • Sparkling Water pg 63
  • Premium Soda pg 63
  • Ready-to-Drink Tea pg 64
  • Single-Serve Fruit Beverages pg 64
  • Sports Beverages pg 65
  • Retail PET Water pg 65
  • Ready-to-Drink Coffee pg 65
  • Energy Drinks pg 66

EXHIBITS

  • 3.14 New Age Beverage Regional Markets Wholesale Dollar Sales 2017 – 2027 pg 67
  • 3.15 New Age Beverage Regional Markets Share of Wholesale Dollars 2017 – 2027 pg 68
  • 3.16 New Age Beverage Regional Markets Change in Wholesale Dollars 2018 – 2027 pg 69
  • 3.17 New Age Beverage Regional Markets Wholesale Dollar Sales by Segment 2017 – 2027 pg 70
  • 3.18 New Age Beverage Regional Markets Share of Wholesale Dollars by Segment 2017 – 2027 pg 71
  • 3.19 New Age Beverage Regional Markets Change in Wholesale Dollars by Segment 2018 – 2027 pg 72

4. NEW AGE DISTRIBUTION CHANNELS

Distribution of New Age Beverages pg 73

EXHIBITS

  • 4.20 New Age Beverages Estimated Volume by Distribution Channel 2017 – 2027 pg 76
  • 4.21 New Age Beverages Volume Share by Distribution Channel 2017 – 2027 pg 77
  • 4.22 New Age Beverages Volume Growth by Distribution Channel 2018 – 2027 pg 78

5. THE LEADING NEW AGE COMPANIES AND THEIR BRANDS

The Leading Companies pg 79

PepsiCo, Inc.

  • Overview pg 83
  • Gatorade – Overview pg 85
  • Gatorade – Marketing pg 86
  • Gatorade – Distribution pg 112
  • Aquafina – Overview pg 114
  • Aquafina – Marketing pg 114
  • Aquafina – Distribution pg 119
  • PLTP – Overview pg 119
  • PLTP – Marketing pg 120
  • PLTP – Distribution pg 127
  • LIFEWTR – Overview pg 128
  • LIFEWTR – Marketing pg 128
  • bubly – Overview pg 129
  • Frappuccino – Overview pg 131
  • Frappuccino – Marketing pg 131
  • Rockstar – Overview pg 136
  • Rockstar – Marketing pg 138
  • Amp – Overview pg 141
  • Amp – Marketing pg 142

Coca-Cola Company

  • Overview pg 147
  • Dasani – Overview pg 148
  • Dasani – Marketing pg 149
  • Dasani – Distribution pg 152
  • Glacéau – Overview pg 152
  • Glacéau – Marketing pg 154
  • Glacéau – Distribution pg 160
  • Gold Peak – Overview pg 160
  • Gold Peak – Marketing pg 161
  • Peace Tea – Overview pg 163
  • Minute Maid – Overview pg 163
  • Minute Maid – Marketing pg 164
  • Minute Maid – Distribution pg 165
  • Fuze – Overview pg 166
  • Fuze – Marketing pg 166
  • Powerade – Overview pg 167
  • Powerade – Marketing pg 167
  • Powerade – Distribution pg 172
  • BodyArmor – Overview pg 173
  • BodyArmor – Marketing pg 174
  • Topo Chico – Overview pg 179
  • Topo Chico – Marketing pg 179

BlueTriton Brands

  • Overview pg 181
  • Marketing pg 182
  • Distribution pg 190

Keurig Dr Pepper

  • Overview pg 192
  • Hawaiian Punch – Marketing pg 193
  • Snapple Beverage Group – Overview pg 194
  • Snapple Beverage Group – Marketing pg 194
  • Snapple Beverage Group – Distribution pg 199
  • Bai – Overview pg 200
  • Bai – Marketing pg 201
  • Core Hydration – Overview pg 205
  • Core Hydration – Marketing pg 206

Red Bull

  • Overview pg 209
  • Marketing pg 210
  • Distribution pg 223

Ferolito, Vultaggio & Sons

  • Overview pg 226
  • Marketing pg 228
  • Distribution pg 235

Monster Beverage Corporation

  • Overview pg 236
  • Marketing pg 237
  • Distribution pg 247

PAI Partners

  • Overview pg 252
  • Naked Juice – Overview pg 252
  • Naked Juice – Marketing pg 255
  • Naked Juice – Distribution pg 257
  • Izze – Overview pg 258
  • Izze – Marketing pg 259
  • Izze – Distribution pg 259

EXHIBITS

  • 5.23 Leading New Age Beverage Companies Estimated Wholesale Dollar Sales 2017 – 2022 pg 260
  • 5.24 Leading New Age Beverage Companies Share of Wholesale Dollar Sales 2017 – 2022 pg 261
  • 5.25 Leading New Age Beverage Companies Change in Wholesale Dollar Sales 2018 – 2022 pg 262
  • 5.26 Leading New Age Beverage Brands Estimated Wholesale Dollar Sales 2017 – 2022 pg 263
  • 5.27 Leading New Age Beverage Brands Share of Wholesale Dollar Sales 2017 – 2022 pg 264
  • 5.28 Leading New Age Beverage Brands Change in Wholesale Dollar Sales 2018 – 2022 pg 265

6. NEW AGE BEVERAGE ADVERTISING EXPENDITURES

New Age Beverage Brands Advertising Expenditures pg 266

New Age Beverage Advertising By Media pg 268

New Age Beverage Advertising By Category pg 270

EXHIBITS

  • 6.29 Leading New Age Beverage Brands Advertising Expenditures 2017 – 2022 pg 272
  • 6.30 Leading New Age Beverage Brands Share of Advertising Expenditures 2017 – 2022 pg 273
  • 6.31 Leading New Age Beverage Brands Change in Advertising Expenditures 2018 – 2022 pg 274
  • 6.32 Estimated New Age Advertising Expenditures by Media 2017 – 2022 pg 275
  • 6.33 Estimated New Age Advertising Share of Expenditures by Media 2017 – 2022 pg 276
  • 6.34 Estimated New Age Advertising Change in Expenditures by Media 2018 – 2022 pg 277
  • 6.35 Estimated New Age Advertising Expenditures by Market Segment 2017 – 2022 pg 278
  • 6.36 Estimated New Age Advertising Share of Expenditures by Segment 2017 – 2022 pg 279
  • 6.37 Estimated New Age Advertising Change in Expenditures by Segment 2018 – 2022 pg 280

7. DEMOGRAPHICS OF THE NEW AGE BEVERAGE CONSUMER

The New Age Beverage Consumer pg 281

Overview pg 281

Comparative Demographics of New Age Brands pg 284

EXHIBITS

  • 7.38 Demographics of the Bottled Water Consumer 2022 pg 291
  • 7.39 Demographics of the RTD Tea Consumer 2022 pg 293
  • 7.40 Demographics of the Sports Beverage Consumer 2022 pg 295
  • 7.41 Demographics of the Energy Drink Consumer 2022 pg 297
  • 7.42 Demographics of the Evian Consumer 2022 pg 299
  • 7.43 Demographics of the Aquafina Consumer 2022 pg 301
  • 7.44 Demographics of the AriZona Tea Consumer 2022 pg 303
  • 7.45 Demographics of the Lipton Consumer 2022 pg 305
  • 7.46 Demographics of the Gatorade Consumer 2022 pg 307
  • 7.47 Demographics of the Powerade Consumer 2022 pg 309
  • 7.48 Demographics of the Red Bull Consumer 2022 pg 311
  • 7.49 Demographics of the Monster Consumer 2022 pg 313

Have Questions?
Contact Charlene Harvey at 212-688-7640 ext. 250 or via email.


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