Monday 17 June 2013

US Carbonated Soft Drinks June 2013 |

Carbonated soft drink manufacturers are faced with a challenging marketplace in which they are battling not only to retain current users who are being encouraged to make healthy choices, but also to regain consumers who have already sought out alternatives. Companies are hedging bets on multiple packaging sizes, flavor innovations, and reduced-calorie formats to give consumers the variety that fits their personal preferences and lifestyles.


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Some questions answered in this report include:



What can the industry do to improve its image in difficult times?
What new occasions or opportunities are available for soft drinks?
Can slumping sales of diet soft drinks be reversed?
What is the next emerging soft drink alternative segment?


Scope and Themes


What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms


Executive Summary


Overview
The market
Price increases help to avoid flat carbonated soft drink sales
Figure 1: Total U.S. sales and fan chart forecast of carbonated soft drinks, at current prices, 2007-17
Diet soft drinks suffering from worst volume declines, seltzer a bright spot
Figure 2: Total U.S. retail sales of packaged carbonated soft drinks, by segment, at current prices, 2010 and 2012
Market factors
Soda bans place fresh pressure on an industry already under fire
Population growth among racial, ethnic groups could boost industry
Households with children decline at the same time as volume consumption drops
Figure 3: Net purchase of carbonated soft drinks, by intended audience, March 2013
Retail channels
Price, convenience drive retail channel choice for carbonated soft drinks
Key players
Three major CSD manufacturers continue to dominate market, despite declining sales
Figure 4: MULO sales of carbonated soft drinks, by leading companies, rolling 52 weeks, 2012-13
The consumer
Younger men most likely to purchase regular soft drinks
Figure 5: Purchase of carbonated soft drinks, by calorie level, by gender and age, March 2013
Name brand, flavor more important attributes for purchase than low price
Figure 6: Top three product qualities influencing carbonated soft drink purchases, by race and Hispanic origin, March 2013
Soft drinks losing their place as a favorite beverage, more apt to be a treat
Figure 7: Reasons for personal consumption of carbonated soft drinks, by favorite vs. treat, by generation, March 2013
What we think


Issues and Insights


What can the industry do to improve its image in difficult times?
Insight: Continue education and outreach
What new occasions or opportunities are available for soft drinks?
Insight: Emphasize the possibility of pairing
Can slumping sales of diet soft drinks be reversed?
Insight: Continue to market to middle-aged consumers, especially men
What is the next emerging soft drink alternative segment?
Insight: Continue to push natural, yet bubbly options



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