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This market report combines BMC's wellness beverages and functional beverages industry research to provide insights into the increasingly intertwined world of healthful beverages that offer a specific functional benefit to consumers. In this study, we examine marketing activities, trends and issues in this multi-faceted market, covering beverages aiming to aid health, quench thirst and provide specific benefits. The report also distinguishes between the traditional and new-era wellness beverages industry, looking at the various segments and types.

This in-depth market research report also looks at protein drinks, probiotics, antioxidant beverages, hydration beverages, dietary supplements, the functional beverages market, nutrient provision/meal replacement products and beverages and supplements targeted to senior citizens. In addition, it discusses the regulatory and commercial issues as well as the leading companies' strategies.

  • 2017 Edition - Published November 2017.
  • Data through 2016 and market projections through 2021.
  • 325+ pages with extensive text analysis, graphs, charts and 40+ tables.
  • Immediate download, PDF and Word formats, 3-user access.
Wellness and Functional Beverages in the U.S.
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

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

  • Which segments in the United States have been growing, and which have not?
  • What percentage of the U.S. beverage market can be classified as belonging to the wellness and functional category, and how has this changed in recent years?
  • What are the leading companies, and how have they been performing?
  • Which segment has the highest growth? Which company has leading market share?
  • What are the leading consumer benefit segments of the industry?
  • How has the new wave of wellness and functional beverages evolved from legacy categories?
  • What are the prospects of the wellness and functional category by beverage segment through 2021?

This report features

The Wellness and Functional Beverages report provides an overview of 16 beverage segments before giving more attention to the 11 categories deemed the "new" wellness and functional beverage category. Much more than a functional beverages market report and wellness beverages market report rolled into one, this study provides data and analysis of multiple facets of both segments and insight on the trends and consumer need states driving these increasingly intertwined industries. As expected, volume, retail dollars, wholesale dollars and per capita consumption are included.

The companies and brands that comprise the burgeoning super-category are thoroughly vetted, anchoring them in the context of recent history and the changes that have spurred growth. Advertising and demographic data of the sub-segments are documented and the regulatory environment of dietary supplements is also discussed.

Backed by Beverage Marketing's reliable, all-sales-channel-inclusive data, readers get a thorough understanding of the combined super-category as well as multiple facets of the wellness beverages industry and functional beverages market including:

  • Analysis and quantification of the marketplace for healthful and functional food and beverage products from traditional wellness beverages such as fruit juice and milk to "new wellness beverages" such as coconut water and essence water.
  • Discussion of the need states underpinning demand for such healthy products, as well as examination of target markets and consumer benefit segments round out the research. The report gives greater perspective to its research by illustrating the increasingly strong relationship between wellness and functionality in the mainstream beverage marketplace and the consumer drivers that are fueling innovation in the segment. The report also sizes the wellness and functional market by consumer benefit segment and tracks growth and share by benefit such as hydration, weight management, etc.
  • A demarcation between traditional wellness categories versus newer evolving wellness segments is provided in BMC's in-depth industry research. Focus is then placed on newer beverage types such as coconut water, energy drinks, kombucha, nutrient-enhanced drinks, meal replacement and protein drinks. In addition, key results from BMC's market research is also provided, with expanded analysis of various sub-categories provided to ensure a fuller understanding of this rapidly changing arena.
  • Detailed profiles and analysis of the leading companies and brands, discussions of their marketing activities and distribution strategies as well as company wholesale sales data. Includes profiles of the wellness and functional businesses of Coca-Cola Company, PepsiCo, Ferolito, Vultaggio & Sons, Monster Beverage Corporation, Califia Farms, Red Bull, Bai Brands, BodyArmor, Vita Coco and others.
  • Advertising expenditures by segment as well as wellness and functional expenditures by media outlet (including internet advertising).
  • Consumer demographic profiles comparing consumers of key beverage segments.
  • Five-year wholesale dollar projections for the market and its sub-segments through 2021.

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 17

  • Milk pg 17
  • Bottled Water pg 22
  • Flavored Water pg 25
  • Essence Water pg 25
  • Alkaline Water pg 26
  • Fruit Juice pg 27
  • Dairy Alternatives pg 29

Other Wellness Segments pg 34

  • Probiotics pg 34
  • Tea pg 40

EXHIBITS

  • 1.1 Wellness and Functional RTD Beverage Market Estimated Wholesale Dollar Sales and Volume 1999 – 2016 pg 60
  • 1.2 Wellness and Functional RTD Beverage Market Change in Estimated Wholesale Dollar Sales and Volume 2000 – 2016 pg 61
  • 1.3 Wellness and Functional RTD Beverage Market Per Capita Consumption 1999 – 2016 pg 62
  • 1.4 U.S. Multiple Beverage Market Wellness and Functional RTD Beverages vs. All Others Estimated Wholesale Dollar Sales 2011 – 2016 pg 63
  • 1.5 U.S. Multiple Beverage Market Wellness and Functional RTD Beverages vs. All Others Share of Wholesale Dollar Sales 2011 – 2016 pg 64
  • 1.6 U.S. Multiple Beverage Market Wellness and Functional RTD Beverages vs. All Others Change in Wholesale Dollar Sales 2012 – 2016 pg 65
  • 1.7 U.S. Multiple Non-Alcoholic Beverage Market Wellness and Functional RTD Beverages vs. All Others Estimated Wholesale Dollar Sales 2011 – 2016 pg 66
  • 1.8 U.S. Multiple Non-Alcoholic Beverage Market Wellness and Functional RTD Beverages vs. All Others Share of Wholesale Dollar Sales 2011 – 2016 pg 67
  • 1.9 U.S. Multiple Non-Alcoholic Beverage Market Wellness and Functional RTD Beverages vs. All Others Change in Wholesale Dollar Sales 2012 – 2016 pg 68
  • 1.10 Wellness and Functional RTD Beverage Market Estimated Wholesale Dollar Sales 2011 – 2016 pg 69
  • 1.11 Wellness and Functional RTD Beverage Market Share of Wholesale Dollar Sales 2011 – 2016 pg 70
  • 1.12 Wellness and Functional RTD Beverage Market Change in Wholesale Dollar Sales 2012 – 2016 pg 71
  • 1.13 Wellness and Functional RTD Beverage Market Estimated Volume 2011 – 2016 pg 72
  • 1.14 Wellness and Functional RTD Beverage Market Share of Volume 2011 – 2016 pg 73
  • 1.15 Wellness and Functional RTD Beverage Market Change in Volume 2012 – 2016 pg 74
  • 1.16 Wellness and Functional RTD Beverage Market by Consumer Benefit Segment Estimated Wholesale Dollar Sales 2011 – 2016 pg 75
  • 1.17 Wellness and Functional RTD Beverage Market by Consumer Benefit Segment Share of Wholesale Dollar Sales 2011 – 2016 pg 76
  • 1.18 Wellness and Functional RTD Beverage Market by Consumer Benefit Segment Change in Wholesale Dollar Sales 2012 – 2016 pg 77

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

New Wellness and Functional Beverage Market pg 78

  • Overview pg 78
  • RTD Tea pg 81
  • RTD Meal Replacement pg 85
  • Superpremium Juice pg 89
  • Kombucha pg 91
  • Coconut Water pg 95
  • Sports Beverages pg 99
  • Energy Drinks pg 101
  • Nutrient-Enhanced Drinks pg 105
  • Protein Drinks pg 108
  • Other Functional Beverages pg 112

EXHIBITS

  • 2.19 The New Wellness and Functional RTD Beverage Market Estimated Wholesale Dollar Sales 2011 – 2016 pg 116
  • 2.20 The New Wellness and Functional RTD Beverage Market Share of Wholesale Dollar Sales 2011 – 2016 pg 117
  • 2.21 The New Wellness and Functional RTD Beverage Market Change in Wholesale Dollar Sales 2012 – 2016 pg 118
  • 2.22 The New Wellness and Functional RTD Beverage Market Estimated Volume 2011 – 2016 pg 119
  • 2.23 The New Wellness and Functional RTD Beverage Market Share of Volume 2011 – 2016 pg 120
  • 2.24 The New Wellness and Functional RTD Beverage Market Change in Volume 2012 – 2016 pg 121
  • 2.25 U.S. Nutrient-Enhanced Beverage Market Estimated Wholesale Dollar Sales 2011 – 2016 pg 122
  • 2.26 U.S. Nutrient-Enhanced Beverage Market Share of Wholesale Dollar Sales 2011 – 2016 pg 123
  • 2.27 U.S. Nutrient-Enhanced Beverage Market Change in Wholesale Dollar Sales 2012 – 2016 pg 124

3. THE LEADING NEW WELLNESS AND FUNCTIONAL BEVERAGE COMPANIES

The Leading Companies pg 125

PepsiCo, Inc.

  • Overview pg 127
  • Gatorade – Overview pg 127
  • Gatorade – Marketing pg 128
  • Naked Juice – Overview pg 150
  • Naked Juice – Marketing pg 153
  • PLTP – Overview pg 158
  • PLTP – Marketing pg 159
  • SoBe – Overview pg 170
  • SoBe – Marketing pg 171
  • Amp – Overview pg 176
  • Amp – Marketing pg 176
  • KeVita – Overview pg 181
  • KeVita – Marketing pg 182

Coca-Cola Company

  • Overview pg 184
  • Energy Brands – Overview pg 184
  • Energy Brands – Marketing pg 186
  • Odwalla – Overview pg 193
  • Odwalla – Marketing pg 193
  • Fuze – Overview pg 200
  • Fuze – Marketing pg 201
  • Gold Peak – Overview pg 202
  • Gold Peak – Marketing pg 203
  • Peace Tea – Overview pg 204
  • Powerade – Overview pg 205
  • Powerade – Marketing pg 205
  • Honest Tea – Overview pg 209
  • Honest Tea – Marketing pg 211

Ferolito, Vultaggio & Sons

  • Overview pg 222
  • Marketing pg 224

Red Bull

  • Overview pg 232
  • Marketing pg 233

Califia Farms

  • Overview pg 245
  • Marketing pg 246

Vita Coco

  • Overview pg 251
  • Marketing pg 251

Bai Brands

  • Overview pg 256
  • Marketing pg 257

BodyArmor

  • Overview pg 260
  • Marketing pg 261

Celsius Holdings, Inc.

  • Overview pg 263
  • Marketing pg 264

Monster Beverage Corporation

  • Overview pg 266
  • Marketing pg 267

EXHIBITS

  • 3.28 Leading New Wellness and Functional Beverage Companies Estimated Wholesale Dollar Sales 2011 – 2016 pg 281
  • 3.29 Leading New Wellness and Functional Beverage Companies Share of Wholesale Dollar Sales 2011 – 2016 pg 282
  • 3.30 Leading New Wellness and Functional Beverage Companies Change in Wholesale Dollar Sales 2012 – 2016 pg 283

4. THE NEW WELLNESS AND FUNCTIONAL BEVERAGE ADVERTISING EXPENDITURES

Wellness and Functional Advertising Spending pg 284

  • Ad Dollars by Segment pg 284
  • Expenditures by Advertiser pg 285
  • Expenditures by Media pg 286

EXHIBITS

  • 4.31 Leading New Wellness and Functional Beverage Segments Advertising Expenditures 2011 – 2016 pg 288
  • 4.32 Leading New Wellness and Functional Beverage Segments Share of Advertising Expenditures 2011 – 2016 pg 289
  • 4.33 Leading New Wellness and Functional Beverage Segments Change in Advertising Expenditures 2012 – 2016 pg 290
  • 4.34 New Wellness and Functional Beverage Market Expenditures by Leading Advertisers 2011 – 2016 pg 291
  • 4.35 New Wellness and Functional Beverage Market Share of Expenditures by Leading Advertisers 2011 – 2016 pg 292
  • 4.36 New Wellness and Functional Beverage Market Change in Expenditures by Leading Advertisers 2012 – 2016 pg 293
  • 4.37 U.S. Wellness and Functional Beverage Market Expenditures by Media 2011 – 2016 pg 294
  • 4.38 U.S. Wellness and Functional Beverage Market Share of Expenditures by Media 2011 – 2016 pg 295
  • 4.39 U.S. Wellness and Functional Beverage Market Change in Expenditures by Media 2012 – 2016 pg 296

5. DEMOGRAPHICS OF THE WELLNESS AND FUNCTIONAL BEVERAGE CONSUMER

The Wellness and Functional Beverage Consumer pg 297

EXHIBITS

  • 5.40 Demographics of the RTD Tea Consumer 2016 pg 301
  • 5.41 Demographics of the Sports Beverage Consumer 2016 pg 303
  • 5.42 Demographics of the Energy Drink Consumer 2016 pg 305

6. THE PROJECTED NEW WELLNESS AND FUNCTIONAL BEVERAGE MARKET

Projected New Wellness/Functional Beverage Market pg 307

EXHIBITS

  • 6.43 Projected New Wellness and Functional RTD Beverage Market Estimated Wholesale Dollar Sales 2016 – 2021 pg 309
  • 6.44 Projected New Wellness and Functional RTD Beverage Market Share of Wholesale Dollar Sales 2016 – 2021 pg 310
  • 6.45 Projected New Wellness and Functional RTD Beverage Market Compound Annual Growth Rate 2016 – 2021 pg 311

APPENDIX

A. Dietary Supplements and Functional Foods pg 312

  • Regulatory Activities pg 319

B. Nutraceutical/Functional Ingredients pg 333

Have Questions?
Contact Charlene Harvey at 212-688-7640 x1962 or via email.

 


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