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Bottled Water and Cold Beverages Mixes - US - March 2014

Published By :

Mintel

Published Date : Mar 2014

Category :

Bottled Water

No. of Pages : 223 Pages

Offerings that stress hydration, health, and convenience will support increased bottled water consumption. Consumers remain price sensitive in the category, and with so many choices, value will be what consumers fall back on. Products with higher price points need to be justified through unique flavors and innovation to draw in new users. However, the ultimate goal should be easy accessibility in a variety of forms.
Table of Content

Scope and Themes

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

Executive Summary

The market
Bottled water market growth projected to continue
Figure 1: Total US sales and fan chart forecast of bottled water, at current prices, 2008-18
Cold drink mix market sales forecast to increase with focus on health, new launches
Figure 2: Total US sales and fan chart forecast of drink mixes, at current prices, 2008-18
Sparkling water growth continues as convenience/PET stalls
Figure 3: Total US retail sales and forecast of bottled water at current prices, 2008-13
Market factors
Drop in disposable personal income in 2013 challenged market
Health concerns support new water initiatives, category exposure
Beverage drink mix innovation supports bottled water sales
Leading companies
Figure 4: MULO share of bottled water sales, by leading companies, rolling 52 weeks 2013
The consumer
Tap water remains competition for bottled water market
Figure 5: Water and beverage mix consumption, January 2014
Consumers drinking water for a healthier lifestyle
Figure 6: Reasons for consuming water, January 2014
Consumers are drinking water for beverage replacement
Figure 7: Reasons for consuming water, January 2014
Cold beverage mixes help consumers drink more water
Figure 8: Reasons for consuming beverage mixes, January 2014
What we think

Issues and Insights

High consumption of still water, but sales growth stalls
Issues
Insight
Consumers are drinking a variety of beverages and water products
Issues
Insight
Standing out in a crowded market
Issues
Insight

Trend Applications

Trend: Cool Vending
Trend: The Big Issue
Mintel Futures: Brand Intervention

Market Size and Forecast – Bottled Water

Key points
Health helps drive bottled water market growth
Sales and forecast of US bottled water market
Figure 9: Total US sales and forecast of bottled water, at current prices, 2008-18
Figure 10: Total US sales and forecast of market, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 11: Total US sales and fan chart forecast of bottled water, at current prices, 2008-18

Market Size and Forecast – Cold Drink Mixes

Key points
Cold drink mix category forecast to see steady increases through 2018
Sales and forecast of cold drink mixes
Figure 12: Total US retail sales and forecast of drink mixes, at current prices, 2008-18
Figure 13: Total US sales and forecast of drink mixes, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 14: Total US sales and fan chart forecast of drink mixes, at current prices, 2008-18

Market Drivers

Key points
Drop in disposable personal income in 2013 challenged market
Figure 15: Real disposable personal income, February 2007-October 2013
Health concerns support new water initiatives, category exposure
Strong multicultural interest, population growth support market
Beverage drink mix innovation supports bottled water sales

Competitive Context

Key points
Tap water remains most consumed segment
Figure 16: Tap water consumption, January 2014
Increased interest in portable filtered water devices
Environmental concerns support tap water use, filtration systems
Bottled water usage continues to overlap with other non-alcoholic categories
Figure 17: Non-alcoholic and alcoholic drink purchases, November 2013

Segment Performance – Bottled Water

Key points
Sparkling water growth continues to skyrocket in estimated 2013
Sales of bottled water, by segment
Figure 18: Total US retail sales and forecast of bottled water at current prices, 2008-18
Sparkling water gains market share from convenience/PET still water
Sales of bottled water, by segment
Figure 19: Total US retail sales of bottled water, by segment, at current prices, 2011 and 2013

Segment Performance – Non-carbonated Bottled Water

Key points
Convenience/PET still water growth stalls in estimated 2013
Sales and forecast of convenience/PET still bottled water
Figure 20: Total US retail sales and forecast of convenience/PET still bottled water at current prices, 2008-18
Private label sees consistent growth, flavored water sales continue to dive
Sales and forecast of convenience/PET still bottled water
Figure 21: Total US retail sales and forecast of convenience/PET still bottled water, at current prices, 2008-13
Jug/bulk water sales remain stagnant
Sales and forecast of jug/bulk water
Figure 22: Total US retail sales and forecast of jug/bulk water, at current prices, 2008-18

Segment Performance – Sparkling Water

Key points
Sparkling water benefits from health trends, economic recovery
Sales and forecast of sparkling bottled water
Figure 23: Total US retail sales and forecast of sparkling bottled water, at current prices, 2008-18
Flavored sparkling water category grows sales, new launches
Sales and forecast of sparkling bottled water
Figure 24: Total US retail sales and forecast of sparkling bottled water, at current prices, 2008-13

Retail Channels

Key points
Other retail channel dominates sales, drug stores show strongest growth
Sales of bottled water, by channel
Figure 25: US retail sales of bottled water, by channel, at current prices, 2008-13
All retail channels see sales growth from 2011-13
Sales of bottled water, by channel
Figure 26: US retail sales of bottled water, by channel, at current prices, 2011-13
Income affects purchase location for bottled water
Figure 27: Bottled water shopping behavior, by household income, January 2014
Millennials versatile in beverage mix purchases
Figure 28: Beverage mix shopping behavior, by generations, January 2014
Enhanced waters see success in natural markets
SPINS sales of bottled water
Figure 29: Sales of bottled water, 2011-13
Powdered drink mixes experience growth in natural channels
SPINS sales of powdered drink mixes
Figure 30: Sales of powdered drink mixes, 2011-13

Leading Companies

Key points
Nestle S.A. continues to lead bottled water category, but challenged by private label
MULO sales of bottled water
Figure 31: MULO sales of bottled water, by leading companies, rolling 52 weeks 2012 and 2013
Kraft Foods dominates the cold drink mix category
MULO sales of drink mixes
Figure 32: MULO sales of drink mixes, by leading companies, rolling 52 weeks 2012 and 2013

Brand Share – Unflavored Non-carbonated Water

Key points
Nestle S.A. brands see declines, Coca-Cola brands on the upswing
MULO sales of unflavored still water
Figure 33: MULO sales of unflavored still water, by leading companies, rolling 52 weeks 2012 and 2013
Still unflavored bottled water brands go green
Still flavored water brands lose sales in 2013
MULO sales of flavored still water
Figure 34: MULO sales of flavored still water, by leading companies, rolling 52 weeks 2012 and 2013
Brand loyalty gap increasing between private label and branded products
Figure 35: Key purchase measures for the top brands of convenience/PET still water, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
Nestle S.A., private label lead jug/bulk bottled water market
MULO sales of jug/bulk bottled water
Figure 36: MULO sales of jug/bulk water, by leading companies, rolling 52 weeks 2012 and 2013
Value, brand loyalty continue private label success
Figure 37: Key purchase measures for the top brands of jug/bulk still water, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)

Brand Share – Sparkling Water

Key points
Nestle sees sales gains, loses market share to other brands
MULO sales of unflavored sparkling water
Figure 38: MULO sales of unflavored sparkling water, by leading companies, rolling 52 weeks 2012 and 2013
Sparkling water segment continues to see growth
MULO sales of flavored sparkling water
Figure 39: MULO sales of flavored sparkling water, by leading companies, rolling 52 weeks 2012 and 2013
Branded sparkling drinks gain on private label’s household penetration
Figure 40: Key purchase measures for the top brands of convenience/PET still water, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)

Brand Share – Drink Mixes

Key points
Kraft Foods brands dominate fruit drink mix segment
MULO sales of fruit drink mixes
Figure 41: MULO sales of fruit drink mixes, by leading companies, rolling 52 weeks 2012 and 2013
Little brand competition for Kraft Foods in energy drink mix market
MULO sales of energy drink mixes
Figure 42: MULO sales of energy drink mixes, by leading companies, rolling 52 weeks 2012 and 2013
PepsiCo losing sports drink market to MiO Fit, Powerade
MULO sales of sports drink mixes
Figure 43: MULO sales of sports drink mixes, by leading companies, rolling 52 weeks 2012 and 2013
Tea brands enter liquid water enhancer market
MULO sales of instant tea mixes
Figure 44: MULO sales of instant tea mixes, by leading companies, rolling 52 weeks 2012 and 2013
Crystal Light sees decreasing brand loyalty
Figure 45: Key purchase measures for the top brands of drink mixes, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)

Innovations and Innovators

Staying environmentally friendly
Water escapes the bottle
Premium offers a side of art

Marketing Strategies

Overview of the brand landscape
New interactive campaigns
Perrier invites consumers to the “Secret Place”
Figure 46: Perrier, Perrier Secret Place, April 2013
San Pellegrino launches international campaign
Figure 47: San Pellegrino, “Three Minutes in Italy,” August 2013
Evian’s “Roller Babies” goes viral
Figure 48: Evian, “baby&me,” April 2013
Interesting partnership for Aquahydrate
Figure 49: Fiat, “Mirage,” February 2014
Targeting kids
Kool-Aid launches new campaign alongside liquid enhancers
Pleasant Kids Water Flavored Enhancers
Aquafina FlavorSplash targets teens
Figure 50: Aquafina, “Austin Mahone – Aquafina FlavorSplash Commercial,” January 2014
Liquid mixes released
Skinnygirl Water Enhancers
Coca-Cola Minute Maid Drops
Coca-Cola Co. Powerade drops
Teas enters liquid water enhancer market

Social Media – Bottled Water and Cold Beverage Mixes

Key points
Key social media metrics
Figure 51: Key performance indicators, Feb. 3, 2013-Feb. 2, 2014
Market overview
Brand usage and awareness
Figure 52: Brand usage and awareness of bottled water and cold beverage mix brands, January 2014
Interaction with brands
Figure 53: Interaction with bottled water and cold beverage mix brands, January 2014
Online conversations
Figure 54: Online mentions, selected bottled water and cold beverage mix brands, Feb. 3, 2013-Feb. 2, 2014
Where are people talking about bottled water and cold beverage mix brands?
Figure 55: Mentions by page type, selected bottled water and cold beverage mix brands, Feb. 3, 2013-Feb. 2, 2014
What are people talking about online?
Figure 56: Mentions by topic of conversation, bottled water and cold beverage mix brands, Feb. 3, 2013-Feb. 2, 2014
Brand analysis
Aquafina
Figure 57: Aquafina key social media indicators, February 2014
Figure 58: Selected Aquafina Twitter mentions, Dec. 4, 2013
MiO
Figure 59: MiO key social media indicators, February 2014
SoBe Lifewater
Figure 60: SoBe Lifewater key social media indicators, February 2014
Perrier
Figure 61: Perrier key social media indicators, February 2014
Dasani Drops
Figure 62: Dasani Drops key social media indicators, February 2014
Sparkling Ice
Figure 63: Sparkling Ice key social media indicators, February 2014

Consumer Section – Still Bottled Water Usage and Preferences

Key points
Millennials over index for still bottled water usage
Millennials significantly more likely to drink enhanced non-carbonated waters
Figure 64: Water and beverage mix consumption – Any consumption, by generations, January 2014
Households with children consume significantly more still water beverages
Figure 65: Water and beverage mix consumption – Any consumption, by presence of children in household, January 2014
Men, young consumers drink more still water
Figure 66: Adult volume consumption of non-carbonated bottled spring water, by brand, by gender and age, July 2012-September 2013

Consumer Section – Sparkling Water Usage and Preferences

Key points
Young men primary sparkling water consumers
Figure 67: Water and beverage mix consumption – Any consumption, by gender and age, January 2014
Unflavored sparkling water has higher consumption than flavored with adult respondents
Figure 68: Water and beverage mix consumption – Any consumption, by generations, January 2014
Sparkling water consumption highest among households with children
Figure 69: Water and beverage mix consumption – Any consumption, by presence of children in household, January 2014
Men consume the most sparkling water beverages
Figure 70: Adult volume consumption of sparkling water/seltzers/natural sodas, by brand, by gender and age, July 2012-September 2013

Consumer Section – Drink Mixes Usage and Preferences

Key points
Millennials top cold beverage mix consumers
Figure 71: Water and beverage mix consumption – Any consumption, by generations, January 2014
Women aged 55+ consume significantly more mixes than men aged 55+
Figure 72: Water and beverage mix consumption – Any consumption, by gender and age, January 2014
Children influence drink mix purchases
Households with children have greater mix drink consumption
Figure 73: Water and beverage mix consumption – Any consumption, by presence of children in household, January 2014
Households with children prefer sugar over sugar-free mixes
Figure 74: Household consumption of powdered soft drinks, by type, by presence of children in household, July 2012-September 2013
Kids are finding less of their favorite drink mix brands at home
Figure 75: Kid consumption of powdered soft drinks, by presence in household, April 2008-June 2013

Consumer Section – Important Attributes for Bottled and Sparkling Water

Key points
Value important for unflavored still water
Functionality important for flavored offerings over unflavored
Figure 76: Important water attributes, January 2014
Multipacks of single-serve offerings preferred
Figure 77: Important water attributes, January 2014

Consumer Section – Reasons for Purchasing Bottled Water

Key points
Health, hydration most important reasons for water consumption
Figure 78: Lifestyle reasons for consuming water, by generations, January 2014
Women aged 55+ top consumers of water for health
Figure 79: Lifestyle reasons for consuming water, by gender and age, January 2014
Millennials consume water as a drink replacement
Figure 80: Drink replacement reasons for consuming water, by generations, January 2014

Consumer Section – Reasons for Purchasing Drink Mixes

Key points
Respondents use drink mixes for flavors, increasing water consumption
Figure 81: Reasons for consuming beverage mixes, by age, January 2014

Consumer Section – Attitudes and Behaviors toward Bottled and Sparkling Water and Drink Mixes

Key points
Older consumers want hydration and health, younger users want functionality
Figure 82: Attitudes toward water and/or beverage mixes, by gender and age, January 2014
Concern with environmental effects of bottled water continues
Figure 83: Attitudes toward water and/or beverage mixes, by generations, January 2014
Millennials interested in refillable, at-home water products
Figure 84: Attitudes toward water and/or beverage mixes, by generations, January 2014

Race and Hispanic Origin

Key points
Multicultural users more active across water products
Drink mixes see interest from Black, Hispanic populations
Figure 85: Water and beverage mix consumption – Any consumption, by race and Hispanic origin, January 2014

Appendix – Market Drivers

Health and lifestyle
Figure 86: American adults by weight category as determined by body mass index (BMI), 2008-Oct. 28, 2013
Childhood and teen obesity – highest in decades
Figure 87: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
Consumer confidence
Figure 88: University of Michigan’s index of consumer sentiment (ICS), 2007-14
Unemployment
Figure 89: US unemployment rate, by month, 2002-14
Figure 90: US unemployment and underemployment rates, 2007-14
Figure 91: Number of employed civilians in US 2007-14
Retail channels
Figure 92: Distribution of expenditures on food for off-premise consumption, by channel, 1993-2012
Racial, ethnic population growth
Figure 93: US population by race and Hispanic origin, 2009, 2014, and 2019
Figure 94: Households with children, by race and Hispanic origin of householder, 2013
Shifting US demographics
Figure 95: US population, by age, 2009, 2014, and 2019
Figure 96: US households, by presence of own children, 2003-13

Appendix – Other Useful Consumer Tables

Figure 97: Water and beverage mix consumption, January 2014
Figure 98: Water and beverage mix consumption (nets), January 2014
Figure 99: Water and beverage mix consumption – Any more consumption, by gender and age, January 2014
Figure 100: Water and beverage mix consumption – Any consumption, by drink replacement reasons for consuming water, January 2014
Figure 101: Lifestyle reasons for consuming water, by important product qualities for bottled water, January 2014
Figure 102: Lifestyle reasons for consuming water, by important product qualities for bottled water, January 2014
Figure 103: Lifestyle reasons for consuming water, by important packaging attributes from bottled water, January 2014
Figure 104: Water and beverage mix shopping behaviors, January 2014
Figure 105: Bottled water shopping behavior, by gender and age, January 2014
Figure 106: Bottled water shopping behavior, by generations, January 2014
Figure 107: Beverage mix shopping behavior, by gender and age, January 2014
Figure 108: Important packaging attributes from bottled water – Flavored carbonated water, by presence of children in household, January 2014
Figure 109: Important packaging attributes from bottled water – Unflavored carbonated water, by presence of children in household, January 2014
Figure 110: Important packaging attributes from bottled water – Unflavored non-carbonated water, by gender and age, January 2014
Figure 111: Reasons for consuming beverage mixes, by lifestyle reasons for consuming water, January 2014
Figure 112: Reasons for consuming beverage mixes, by drink replacement reasons for consuming water, January 2014
Figure 113: Attitudes toward water and/or beverage mixes, January 2014
Figure 114: Attitudes toward water and/or beverage mixes, by gender and age, January 2014
Figure 115: Attitudes toward water and/or beverage mixes, by presence of children in household, January 2014

Appendix – Social Media

Brand usage or awareness
Figure 116: Brand usage or awareness, January 2014
Figure 117: Aquafina usage or awareness, by demographics, January 2014
Figure 118: SoBe Lifewater usage or awareness, by demographics, January 2014
Figure 119: Perrier usage or awareness, by demographics, January 2014
Figure 120: Sparkling Ice usage or awareness, by demographics, January 2014
Figure 121: MiO usage or awareness, by demographics, January 2014
Figure 122: Dasani Drops usage or awareness, by demographics, January 2014
Activities done
Figure 123: Activities done, January 2014
Figure 124: Aquafina – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
Figure 125: Aquafina – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
Figure 126: Aquafina – Activities done – I follow/like the brand on social media because, by demographics, January 2014
Figure 127: Aquafina – Activities done – I have researched the brand on social media to, by demographics, January 2014
Figure 128: SoBe Lifewater – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
Figure 129: SoBe Lifewater – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
Figure 130: SoBe Lifewater – Activities done – I follow/like the brand on social media because, by demographics, January 2014
Figure 131: SoBe Lifewater – Activities done – I have researched the brand on social media to…, by demographics, January 2014
Figure 132: Perrier – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
Figure 133: Perrier – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
Figure 134: Perrier – Activities done – I follow/like the brand on social media because, by demographics, January 2014
Figure 135: Perrier – Activities done – I have researched the brand on social media to…, by demographics, January 2014
Figure 136: Sparkling Ice – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
Figure 137: Sparkling Ice – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
Figure 138: Sparkling Ice – Activities done – I have researched the brand on social media to…, by demographics, January 2014
Figure 139: MiO – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
Figure 140: MiO – Activities done – I have researched the brand on social media to…, by demographics, January 2014
Figure 141: Dasani Drops – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
Figure 142: Dasani Drops – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
Figure 143: Dasani Drops – Activities done – I have researched the brand on social media to..., by demographics, January 2014
Online mentions
Figure 144: Online mentions, selected bottled water and cold beverage mix brands, Feb. 3, 2013-Feb. 2, 2014

Appendix – Information Resources Inc. Builders Panel Data Definitions

Information Resources Inc. Consumer Network Metrics

Appendix – Trade Associations

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