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Non-alcoholic Water Enhancers - US - March 2015

Published By :

Mintel

Published Date : Mar 2015

Category :

Non-Alcoholic Drinks

No. of Pages : 135 Pages


An abundance of beverage launches and continued category blurring is creating RTD products that cater to every user need requiring less self-customization. Consumers gravitating toward natural trends further harm the category.
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
Figure 1: Total US sales and fan chart forecast of water enhancers, at current prices, 2009-19
Leading companies
Figure 2: Market size in MULO sales of water enhancers, by leading companies, 52 weeks ending Dec. 28, 2014
Competition
Figure 3: New beverage launches, by sub-category, rolling year February 2015
Usage
Figure 4: Water enhancer usage, December 2014
Important attributes
Figure 5: Important water enhancer attributes, December 2014
Behaviors
Figure 6: Behaviors toward water enhancers, December 2014
Attitudes toward
Figure 7: Attitudes toward water enhancers, December 2014
What we think

Issues and Insights

Getting lost in the beverage category
The issues
Insight: In store placement to stay top of mind
Is the desire to customize water fading?
The issues
Insight: Refresh the category with new uses
Are artificial ingredients scaring away new users?
The issues
Insight: Consider natural product extensions

Trend Application

Trend: Factory Fear
Trend: Minimize Me
Trend: Make It Mine

Market Size and Forecast

Key points
Sales and forecast of non-alcoholic beverage enhancers
Figure 8: Total US sales and forecast of non-alcoholic beverage enhancers, at current prices, 2009-19
Figure 9: Total US sales and forecast of non-alcoholic beverage enhancer market, at inflation-adjusted prices, 2009-19
Beverage enhancers projected to remain stagnant through 2019
Figure 10: Total US sales and fan chart forecast of water enhancers, at current prices, 2009-19
Fan chart forecast

Market Drivers

Key points
Most enhancers rely on bottled water usage
Figure 11: Purchase location for water enhancers, December 2014
Positioning as a healthy beverage can aid growth
Figure 12: Percent of people aged 20 or older who are healthy weight, overweight, or obese, 2009-12
Households with children are heavy users, but this group declining
Figure 13: Personal water enhancer usage, by presence of children in household, December 2014
Figure 14: Households, by presence of own children, 2003-13
Figure 15: Households with own children. by race and Hispanic origin of householder, 2013

Competitive Context

Water enhancers compete with numerous beverage launches
Figure 16: New beverage launches, by sub-category, rolling year February 2015
Figure 17: New flavored water launches, by top ten claims, rolling year February 2015
Water enhancers take back seat to new types of liquid enhancers

Segment Performance

Liquid enhancers closing gap between powder mix sales
Figure 18: Total US retail sales of non-alcoholic beverage enhancers, by segment, at current prices, 2012 and 2014
Powdered drink mixes see continued declines, liquid enhancers stall
Figure 19: Total US retail sales of water enhancers, by segment, at current prices, 2012 and 2014
Sales of liquid beverage enhancers
Figure 20: Total US sales of liquid beverage enhancers, at current prices, 2009-14
Figure 21: Total US sales of liquid beverage enhancers, at inflation-adjusted prices, 2011-14
Sales of powdered drink mixes
Figure 22: Total US sales of powdered drink mixes, at current prices, 2009-14
Figure 23: Total US sales of powdered drink mixes, at inflation-adjusted prices, 2009-14

Retail Channels

Key points
Drug store sales grow 39%
Sales by channel
Figure 24: Total US retail sales of water enhancers, by channel, at current prices, 2012 and 2014
Channel segment sales and market share
Figure 25: Total US retail sales of water enhancers, by channel, at current prices, 2012 and 2014
Millennial men buy at convenience stores
Some users buy at natural outlets
Figure 26: Purchase location for water enhancers, by gender and age, December 2014
Figure 27: Purchase location for water enhancers, by presence of children in household, December 2014
Bottled water, drink enhancers use symbiotic marketing

Leading Companies

Key points
Leading companies see 2013-14 sales decline
Kraft takes a hit, launches social media marketing
Private label falters
Manufacturer sales of non-alcoholic beverage enhancers
Figure 28: Market size in MULO sales of water enhancers, by leading companies, 52 weeks ending Dec. 28, 2014
Figure 29: MULO sales of water enhancers, by leading companies, rolling 52 weeks 2013 and 2014

Brand Share – Powdered

Key points
Popular kids’ brands see only powdered mix sales growth
Adult powder drink mixes decline
Manufacturer sales of powdered drink mixes
Figure 30: MULO sales of powdered drink mixes, by leading companies and brands, rolling 52 weeks 2013 and 2014
Popular powdered drink mix brands
Figure 31: Powdered soft drinks by brand, by age, August 2013-September 2014

Brand Share – Liquid

Key points
Leader Kraft loses MULO sales, targets young adult men
Coca Cola see success with newer launches
Manufacturer sales of liquid beverage enhancers
Figure 32: MULO sales of liquid beverage enhancers, by leading companies and brands, rolling 52 weeks 2013 and 2014
Brands have opportunities to market outside target audiences
Figure 33: Water enhancer usage by brand, by gender, January 2014-September 2014
Figure 34: Water enhancer usage by brand, by age, January 2014-September 2014

Innovations and Innovators

Beyond liquid and powders
Natural preferences create new opportunities
Flavors get sophisticated

Usage

Key points
Liquid enhancer usage stalls, powdered declines
Young men top consumers
Figure 35: Personal water enhancer usage, by gender and age, any use, December 2014
Figure 36: Personal water enhancer usage, by gender and age, male usage, December 2014
Figure 37: Personal water enhancer usage, by gender and age, any use, female usage, December 2014
Parents purchase for children
Figure 38: Water enhancer usage by children, by presence of children in household, December 2014
Figure 39: Water enhancer usage by children, purchasing by gender and age, December 2014
Users look at FourSquare
Figure 40: Personal water enhancer usage, by visits social media websites daily, December 2014

Reasons for Purchasing

Key points
Water enhancers ease consumers’ transition to healthier beverages
Figure 41: Reasons for purchasing water enhancers, by generations, December 2014
Figure 42: Reasons for purchasing water enhancers, by generations, December 2014
Women appreciate flavor, while men want enhancement
Figure 43: Reasons for purchasing water enhancers, by gender, December 2014

Important Attributes

Key points
Consumers want calorie-free, sugar-free beverages
Most consumers want limited calorie beverages
Figure 44: Important water enhancer product attributes, by generations, December 2014
Figure 45: Important water enhancer health attributes, by generations, December 2014

Behaviors

Key points
Expanding usage can increase sales
Figure 46: Behaviors toward personal water enhancer usage, by generations, December 2014

Attitudes

Key points
Women, older consumers show interest in natural ingredients
Figure 47: Male attitudes toward water enhancers, by age, December 2014
Figure 48: Female attitudes toward water enhancers, by age, December 2014
Clear enhancers keep water looking like water

Race and Hispanic Origin

Key points
Hispanics dominate consumption – Versus all races
Figure 49: Water enhancer usage, by race and Hispanic origin, December 2014
Hispanics use enhancers beyond adding to water
Figure 50: Behaviors toward water enhancers, by race and Hispanic origin, December 2014
Asians/Pacific Islanders look for natural ingredients
Figure 51: Attitudes toward water enhancers, by race and Hispanic origin, December 2014

Appendix – Consumer Tables – Water Enhancer Usage

Figure 52: Water enhancer usage, by gender and age, December 2014
Figure 53: Water enhancer usage, by gender and age, December 2014 (continued)
Figure 54: Water enhancer usage, by presence of children in household, December 2014
Figure 55: Water enhancer usage, by presence of children in household, December 2014 (continued)
Figure 56: Water enhancer usage, by visits websites daily, December 2014
Figure 57: Water enhancer usage, by visits websites daily, December 2014 (continued)
Figure 58: Water enhancer usage, by visits social media websites daily, December 2014
Figure 59: Water enhancer usage, by visits social media websites daily, December 2014 (continued)
Figure 60: Water enhancer usage, by generations, December 2014
Figure 61: Water enhancer usage, by generations, December 2014 (continued)
Figure 62: Water enhancer usage, by race and Hispanic origin, December 2014

Appendix – Consumer Tables – Reasons For Purchasing Water Enhancers

Figure 63: Reasons for purchasing water enhancers, by gender, December 2014
Figure 64: Reasons for purchasing water enhancers, by age, December 2014
Figure 65: Reasons for purchasing water enhancers, by generations, December 2014
Figure 66: Reasons for purchasing water enhancers, by race and Hispanic origin, December 2014
Figure 67: Water enhancer usage, by reasons for purchasing water enhancers, December 2014
Figure 68: Water enhancer usage, by reasons for purchasing water enhancers, December 2014 (continued)

Appendix – Consumer Tables – Purchase Location

Figure 69: Purchase location for water enhancers, December 2014
Figure 70: Purchase location for water enhancers, by gender and age, December 2014
Figure 71: Purchase location for water enhancers, by presence of children in household, December 2014
Figure 72: Water enhancer usage, by purchase location for water enhancers, December 2014
Figure 72: Water enhancer usage, by purchase location for water enhancers, December 2014 (continued)

Appendix – Consumer Tables – Important Water Enhancer Attributes

Figure 73: Important water enhancer attributes, by gender, December 2014
Figure 74: Important water enhancer attributes, by age, December 2014
Figure 75: Important water enhancer attributes, by generations, December 2014
Figure 76: Important water enhancer attributes, by race and Hispanic origin, December 2014
Figure 77: Water enhancer usage, by important water enhancer attributes, December 2014
Figure 78: Water enhancer usage, by important water enhancer attributes, December 2014

Appendix – Consumer Tables – Behaviors toward Water Enhancers

Figure 79: Behaviors toward water enhancers, by gender, December 2014 (continued)
Figure 80: Behaviors toward water enhancers, by age, December 2014
Figure 81: Behaviors toward water enhancers, by generations, December 2014
Figure 82: Behaviors toward water enhancers, by race and Hispanic origin, December 2014
Figure 83: Water enhancer usage, by behaviors toward water enhancers, December 2014
Figure 84: Water enhancer usage, by behaviors toward water enhancers, December 2014

Appendix – Consumer Tables – Attitudes toward Water Enhancers

Figure 85: Attitudes toward water enhancers, by gender and age, December 2014 (continued)
Figure 86: Attitudes toward water enhancers, by race and Hispanic origin, December 2014

Appendix – Experian Marketing Simmons Tables – Adult

Figure 87: Powdered soft drinks by brand, August 2013-September 2014
Figure 88: Powdered soft drinks by brand, by gender, August 2013-September 2014
Figure 89: Powdered soft drinks by brand, by age, August 2013-September 2014
Figure 90: Amount of powdered soft drinks, by gender, August 2013-September 2014
Figure 91: Amount of powdered soft drinks, by age, August 2013-September 2014
Figure 92: instant iced tea mix by type, August 2013-September 2014
Figure 93: Instant iced tea mix by brand, by gender, August 2013-September 2014
Figure 94: Instant iced tea mix by brand, by age, August 2013-September 2014
Figure 95: Amount of instant iced tea mix, by gender, August 2013-September 2014
Figure 96: Amount of instant iced tea mix, by age, August 2013-September 2014

Appendix – Experian Marketing Simmons Tables – Adult

Figure 97: Water enhancer usage by brand, by gender, January 2014-September 2014
Figure 98: Water enhancer usage by brand, by age, January 2014-September 2014
Figure 99: Water enhancer usage by brand, by gender, January 2014-September 2014
Figure 100: Water enhancer usage by brand, by age, January 2014-September 2014

Appendix – Experian Marketing Simmons Tables – Kids

Figure 101: Amount of powdered soft drinks, by gender and age, April 2013-June 2014

Appendix – Trade Associations

American Beverage Association
International Bottled Water Association (IBWA)
International Society of Beverage Technologists
National Association for PET Container Resources
Sustainable Packaging Coalition (SPC)

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