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Carbonated Soft Drinks Market 2021Multiple Drivers of 2020 Sales ErosionAlthough the Q2 2020 surge in grocery shopping included increased sales of carbonated soft drinks (CSDs), the long-term loss of on-premise sales at many restaurants and entertainment venues led to a 2.6% decrease in 2020 volume sales.The multi-year trend of consumers preferring more health-conscious beverages was exacerbated during 2020 as health and wellness was a primary concern. Plus, more Americans started or increased their outdoor activities, which increased bottled water sales.With more people staying at home and much remote work still occurring into mid-2021, more consumers were drinking coffee in various forms, others were discovering new and unique flavors, and some were choosing craft sodas, for example, that are less 10 Liquid Refreshment Brands, by Gallons and Volume Share, 2020BrandGallonsPercent ChangeVolume Share*BrandGallonsPercent ChangeVolume Share*Coke3.74 B-5.2%10.8%Sprite929.1 M-4.3%2.7%Pepsi1.59 B-4.7%4.6%Nestlé Pure Life900.8 M-2.0%2.6%Gatorade 1.28 B+8.0%3.7%Poland Spring847.9 M+0.5%2.5%Dr. Pepper1.19 B+0.2%3.4%Dasani623.5 M-10.8%1.8%Mountain Dew1.18 B-1.8%3.4%Aquafina578.2 M-1.5%1.7%Beverage Marketing Corporation, June 2020*volume share color indicates change from 20192021 Recovery EffortsCoca-Cola and PepsiCo are the two giants of the CSD category as well as beverages in general. Their Q1 2021 financial results indicate a steady recovering. Coca-Cola’s net revenues increased 5% YOY and PepsiCo’s +6.8%.In response to new consumer preferences during 2020, many CSD companies have or are planning new flavors, such as Coca-Cola with Coffee, and more fruit-flavored CSDs.Nielsen reported an 11.4% sales increase to a total of $30.5 billion for CSDs for the 52 weeks ending 1/23/21. This trend continued, according to IRI, as CSDs’ sales increased 9% at multi-outlets to $32 billion for the 52 weeks ending 5/16/21.Carbonated Soft Drink Sales*, By Flavor, 2020CategorySalesYOY ChangeCategorySalesYOY ChangeCola$13.0 B+12.6%Ginger Ale$1.4 B+13.2%Citrus$4.6 B+8.7%Cream soda$406 M+116.0%Pepper$3.4 B+12.2%Ginger Beer$147 M+36.0%Lemon Lime$2.9 B+12.8%Assorted flavors$62 M+23.0%Beverage Industry (Nielsen), April 2020 *for the 52 weeks ending 1/23/21Diving into Consumption DataAnalysis of five selected and representative markets from The Media Audit’s Spring 2021 surveys reveals adults 25–44 are the largest age group who consumed one or more CSDs during the past 7 days, ranging from 42.1% in Orlando to 31.5% in Portland, ME.Somewhat surprising, adults 55–74 are the second largest age group, from 27.3% in Portland, ME to 19.5% in Orlando. Adults 45–54 are also a target audience, from 21.5% in Portland, ME to 16.5% in Sacramento and Seattle-Tacoma.Household income data from these five selected market surveys supports the widespread popularity of CSDs. Approximately 25% to 34% of those who consumed one or more CSDs during the past 7 days earn less than $35K, $35–$75K or $75–$150K.Adults 18+ Who Usually Drink Both Regular and Diet/Zero Sugar CSDs, by 7-Day Consumption Levels, in Selected Markets, 2021Consumption LevelsPortland, MEOrlandoPhoenixSacramentoSeattle-Tacoma1 time during past 7 days11.3%15.6%14.6%14.7%20.5%2–4 times during past 7 days41.9%31.2%27.0%32.1%31.6%5–9 times during past 7 days14.7%23.2%25.2%17.5%15.7%10–15 times during past 7 days11.0%5.7%8.5%2.6%6.7%15+ times during past 7 days7.9%7.7%11.0%13.4%10.0%Based on The Media Audit’s Spring 2021 surveysRegular vs. Diet ComparisonsDespite more consumers being focused on health & wellness and reducing their consumption of sugar, specifically found in CSDs, data reported in Beverage Industry indicates 72.7% of 2020 consumption was regular and 27.3% diet.The same five selected market surveys from The Media Audit reveal adults 18+ who usually drink regular CSDs ranged from 40.0% in Phoenix to 37.9% in Seattle. Those who usually drink diet/zero sugar CSDs ranged from 25.1% in Portland, ME to 19.7% in Orlando.A more detailed analysis finds larger percentages of adults 25–44 drink regular CSDs than adults 55–74 while larger percentages of adults 55–74 than adults 25–44 drink diet/zero sugar CSDs.Adults 18+ Who Usually Drink Both Regular and Diet/Zero Sugar CSDs, by Occupation, in Selected Markets, 2021OccupationPortland, MEOrlandoPhoenixSacramentoSeattle-TacomaWhite-collar workers*44.4%50.7%35.6%42.1%59.8%Blue-collar workers6.6%2.1%10.2%0.8%1.2%Business owners/partner/ corporate officers7.7%12.8%6.3%14.1%15.4%Based on The Media Audit’s Spring 2021 surveys*includes professional/technical, proprietors/managers and clerical/sales workersCSD Consumption and ActivitiesCSD marketing often promotes consumption with various activities; however, data from The Media Audit of the same five selected markets finds two-thirds of adults 18+ consistently said cooking was their #1 activity while consuming CSDs.Approximately one-third listed jogging/running or walking as the second activity in which they consumed at least one or more CSDs during the past 7 days, with biking/cycling and hiking third, depending on the market.Except for Orlando, where the largest percentage (18.4%) said they consumed one or more CSDs while attending a major theme park, most adults 18+ consumed CSDs when visiting a gaming casino. Among sports attendance, MLB games were consistently first.Adults 18+ Who Consumed One or More CSDs During the Past 7 Days, by Other Activities, in Selected Markets, 2021Activity*Portland, MEOrlandoPhoenixSacramentoSeattle-TacomaLawn/Gardening34.3%30.1%29.3%36.4%36.3%Hunting/Fishing15.4%13.7%13.4%14.5%13.3%Snow skiing/boarding4.4%2.6%2.2%4.5%4.7%Golf 3+ times5.9%6.2%7.0%5.5%4.8%Attended 3+ college/professional events3.7%4.6%3.7%4.0%3.5%Based on The Media Audit’s Spring 2021 surveysMedia Engagement with CSD ConsumersThe Media Audit’s Spring 2021 surveys reveal approximately 50% or more of adults 18+ who drank one or more CSDs during the past 7 days had NO exposure to newspaper, with radio second at approximately 30% and direct mail third at 19.1%.Reversing this perspective shows these adults 18+ spend approximately 50% of their media day with TV and the Internet, with TV at slightly higher percentages than Internet, proving, once again, TV and the Internet are the two best complementary ad media.Social Media Use Among Adults 18+ Who Consumed One or More CSDs During the Last 7 Days, in Selected Markets, 2021Social MediaPortland, MEOrlandoPhoenixSacramentoSeattle-TacomaYouTube75.3%76.4%73.3%72.7%73.5%Facebook75.3%73.7%67.2%70.0%69.8%LinkedIn31.2%35.2%25.7%29.2%33.7%Twitter36.9%48.3%38.5%39.1%43.8%Pinterest36.7%44.2%33.4%40.7%38.4%Instagram45.5%53.8%43.6%46.9%49.0%Snapchat31.0%37.6%24.9%29.2%31.0%TikTok33.2%36.4%23.2%30.3%31.6%Based on The Media Audit’s Spring 2021 surveys *logged on during past monthMore Valuable InsightsThe Media Audit’s Spring 2021 market surveys include in-depth data about which top fast-food restaurants adults 18+ ate during the past four weeks and consumed one or more CSDs during the past seven Fast-Food Restaurants Where Adults 18+ Ate During the Past 4 Weeks and Consumed One or More CSDs During the Past 7 Days, in Selected Markets, 2021RestaurantPortland, MEOrlandoPhoenixSacramentoSeattle-TacomaMcDonald’s33.9%37.4%30.5%31.1%30.4%Chick-fil-A6.0%20.4%14.2%14.5%10.8%Burger King18.1%19.8%22.3%15.3%20.8%Taco Bell6.2%17.6%19.7%22.5%13.6%Arby’s11.0%15.7%15.4%11.8%15.5%Wendy’s8.3%14.3%9.0%6.7%10.1%Domino’s Pizza14.2%12.9%12.2%10.0%12.0%KFC11.4%10.9%6.9%8.8%9.7%Subway10.2%10.6%10.6%9.6%7.6%Chipotle Mexican Grill3.9%8.6%9.2%9.5%5.0%Based on The Media Audit’s Spring 2021 surveysAlmost universal fast-food restaurants, such as McDonald’s, Burger King, Taco Bell and others, have the largest percentages in this table; however, regional preferences are also evident, as in Chick-fil-A’s 20.4% in Orlando, since Chick-fil-A’s coverage is the greatest in the Southern US.Sources: Beverage Marketing Corporation Website, 7/21; Beverage Industry Website, 7/21; Beverage Daily Website, 7/21; Food Business Network Website,7/21; The Media Audit Website, 7/21.Updated: July 2021? 2021 Media Group Online, Inc. 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