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Miscellaneous Beverages 2018Energy Drinks Energize the MarketAccording to Beverage Industry’s 2017 State of the Industry report, the energy-drink category generated the most revenues among all miscellaneous beverages categories, or $12.15 billion (52 weeks ending May 14, 2017).Energy drinks accounted for $11.06 billion of the total, a 4.0% increase from 2016, while energy shots’ total dollar sales were $1.09 billion, a 6.4% decrease.Beverage Marketing Corporation estimates the energy-drink category will reach $18.5 billion in total sales by 2020; however, the energy-shot sub-sector is expected to continue to decline, or an additional 1.8% by -10 Energy Drinks, 2017*BrandDollar Sales% ChangeBrandDollar Sales% Change#1: Red Bull$2.93 B-1.1%#6: Java Monster$389.7 M+1.4%#2: Monster Energy$1.57 B+3.7%#7: Monster Rehab$313.3 M-1.1%#3: Red Bull Sugar Free$733.9 M+6.3%#8: Monster Energy Lo-Carb$308.0 M-1.1%#4: Monster Energy Zero$560.9 M+18.2%#9: Red Bull Summer Edition$287.8 M+40.4%#5: Nos$411.0 M-0.9%#10: Rockstar$253.1 M-3.3%Category Total?$11.06 B+4.0%Beverage Industry, July 2017*for 52 weeks ending 5/14/17?includes brands not listedCoffee Segment Is a Steamy SuccessCoffee was the second-largest category, at a total of $8.18 billion, with ground coffee the largest sub-sector, at $4.02 billion, but that was a 2.2% decrease from 2016.Although a small segment of the coffee category, cold-brew coffees had the largest YOY change, or +22.3%, and total dollar sales of $245.93 million. Single-cup coffees accounted for $3.91 billion of the category and sales increased 2.3% from 2016.The coffee category forecast is an annualize rate increase of 0.4% through 2022, reaching a total of $13.6 billion. Research reveals coffee drinkers are becoming more sophisticated in their choices, which is why traditional coffee brands have Ground and Single-Cup Coffees, 2017*Ground BrandsDollar Sales% ChangeSingle-Cup BrandsDollar Sales% Change#1: Folgers$1.17 B-6.5%#1: Private label$720.0 M+31.1%#2: Maxwell House$559.5 M-4.9%#2: Starbucks$621.0 M+8.9%#3: Starbucks$415.4 M+10.5%#3: Keurig Green Mountain$413.7 M-9.4%#4: Private label$368.7 M-2.7%#4: Keurig Donut Shop$263.2 M-2.6%#5: Dunkin’ Donuts$282.2 M-2.8%#5: Dunkin’ Donuts$255.7 M+17.1%Category Total?$4.02 B-2.2%Category Total?$3.91 B+2.3%Beverage Industry, July 2017*for 52 weeks ending 5/14/17?includes brands not listedTea Business is Brewing Hot RevenuesBeverage Industry reported the teas category of miscellaneous beverages totaled $6.02 billion in dollar sales, with canned and bottled teas responsible for $3.62 billion of the total, which was a 3.4% increase (52 weeks ending May 14, 2017).Refrigerated teas had the largest sub-sector increase, or +7.1%, with total dollar sales of $1.23 billion, while loose-leaf and bagged teas experienced a modest gain of +1.4%, on total dollar sales of $1.17 billion.The healthy attributes of tea are the primary drivers of the category’s interest among consumers. Approximately one-third of consumers are attracted to teas’ longevity or therapeutic Canned and Bottled and Refrigerated Teas, 2017*Canned and Bottled BrandsDollar Sales% ChangeRefrigerated BrandsDollar Sales% Change#1: AriZona$645.7 M-3.6%#1: Private label$249.1 M+5.3%#2: Lipton Pure Leaf$615.2 M+6.4%#2: Gold Peak$232.0 M+5.5%#3: Gold Peak$352.8 M+28.6%#3: Red Diamond$143.1 M+2.3%#4: Lipton Brisk$339.0 M0.0%#4: Milos$110.7 M+10.8%#5: Lipton$310.6 M-2.4%#5: Turkey Hill$95.2 M+4.6%Category Total?$3.62 B+3.4%Category Total?$1.23 B+7.1%Beverage Industry, July 2017*for 52 weeks ending 5/14/17?includes brands not listedSports Drinks Support Athletic and Other PerformancesThe sports-drinks category generated total dollar sales of $6.62 billion, with the non-aseptic sub-sector responsible for virtually all of the total, at $6.53 billion, or a 4.7% increase (52 weeks ending May 14, 2017). The sports-drinks mixes sub-sector accounted for just $88.67 million of the category’s dollar-sales total, which was a -1.8 decrease from 2016.The Beverage Marketing Corporation has forecasted a 4.4% compound annual growth rate (CAGR) for this category of miscellaneous beverages through 2020, reaching total dollar sales of $8.5 -10 Non-Aseptic Sports Drinks, 2017*BrandDollar Sales% ChangeBrandDollar Sales% Change#1: Gatorade Perform$3.23 B+1.1%#6: Gatorade G2 Perform$293.1 M-2.7%#2: Powerade Ion4$783.0 M+0.8%#7: Powerade$215.9 M-10.1%#3: Gatorade Frost$761.8 M+48.7%#8: Powerade Zero Ion4$214.5 M+4.7%#4: Gatorade$345.6 M-11.4%#9: BodyArmor$111.2 M+91.8%#5: Gatorade Fierce$307.7 M-1.6%#10: Powerade X Ion4$59.4 M+720.5%Category Total?$6.53 B+4.7%Beverage Industry, July 2017*for 52 weeks ending 5/14/17?includes brands not listedSome Juice Sub-Sectors Are Losing Their JuiceThree of the four juices sub-sectors generated total dollar sales of $1.88 billion; however, dollar sales for juice concentrates were not provided in the Beverage Industry report, but they did increase 4.5% for this sub-sector (52 weeks ending May 14, 2017).Total dollar sales for the top brands in the shelf-stable bottled tomato/vegetable juice/cocktail sub-sector declined 1.5%, to $455.6 million, and refrigerated juice and juice drink smoothies also declined, or 3.4%, to $883.1 million.Industry analysts attribute the stagnant or declining condition of the juice category to consumers’ concern for high-sugar content; however, raw, or unpasteurized juices; cold-pressed, or HPP juices; and fringe juices, such as coconut water, are proving Aseptic Juices and Refrigerated Juices and Juice Drink Smoothies, 2017*Aseptic JuicesDollar Sales% ChangeRefrigerated Juices/ Juice Drink SmoothiesDollar Sales% Change#1: Vita Coco$203.5 M+2.7%#1: Naked Juice$518.0 M-1.2%#2: Juicy Juice$62.0 M+3.1%#2: Bolthouse Farms$201.1 M-3.8%#3: Apple & Eve$50.0 M+20.1%#3: Naked Juice Protein Zone$66.8 M-9.1%#4: Minute Maid$41.4 M-21.8%#4: Odwalla$38.9 M-12.2%#5: Capri Sun$33.3 M-5.6%#5: Suja Essentials$17.6 M-13.3%Category Total?$539.6 M+2.1%Category Total?$883.1 M-3.4%Beverage Industry, July 2017*for 52 weeks ending 5/14/17?includes brands not listedDairy Alternatives on the ReboundThe three dairy-alternative sub-sectors in the Beverage Industry report – refrigerated almond milks, refrigerated soy milks and kefirs – generated total dollar sales of approximately $1.38 billion (52 weeks ending May 14, 2017).Almond milks accounted for $1.02 billion of the total dollar sales, with soy milks contributing $237.1 million and kefirs $118.5 million.Industry analysts forecast a decline in the total dairy products market in which milk accounts for approximately 68% of the entire market; however, dairy alternatives are projected to have a compounded annual growth rate (CAGR) of 2.8% through Refrigerated Almond and Soy Milks, 2017*Refrigerated Almond MilksDollar Sales% ChangeRefrigerated Soy MilksDollar Sales% Change#1: Blue Diamond Almond Breeze$392.2 M+15.4%#1: Silk$183.4 M-13.9%#2: Silk Pure Almond$339.2 M+13.3%#2: Private label$41.3 M-8.5%#3: Private label$153.0 M+22.8%#3: 8th Continent$10.6 M-30.5%#4: Califia Farms$70.7 M+86.7%#4: All Booth Brother’s Dairy$844,318-7.9%#5: Silk$50.5 M+36.9%#5: Hiland$340,222-2.2%Category Total?$1.01 B+8.1%Category Total?$237.1 M-13.9%Beverage Industry, July 2017*for 52 weeks ending 5/14/17?includes brands not listedAdditional AnalysisIn its presentation, Social Media Analysis of Trends in the CPG Industry, Crimson Hexagon reports the most-discussed consumer beverage types (coffee, juice and tea) by share.Most-Discussed Consumer Preferences in Social Media Posts, 2017CoffeePercentJuicePercentTeaPercent#1: Vanilla41%#1: Orange45%#1: Green tea64%#2: Caramel26%#2: Apple29%#2: Black tea21%#3: Pumpkin spice19%#3: Cranberry12%#3: Acai tea8%#4: Hazelnut14%#4: Grape7%#4: Mint tea7%#5: Pineapple7%#6: Vegetable1%Crimson Hexagon, 2017The Crimson Hexagon report included additional interesting insights about adults’ favorite coffee and tea brands by age group.Adults’ Favorite Coffee Brands, by Age, 2017Brand17 and Younger18–2425–3435 and OlderDunkin’ Donuts14%53%13%20%Starbucks16%41%12%32%Maxwell House6%23%19%52%Folgers8%21%18%53%Peets9%18%12%61%Crimson Hexagon, 2017Adults’ Favorite Tea Brands, by Age, 2017Brand17 and Younger18–2425–3435 and OlderStarbucks20%51%11%18%Tazo14%42%15%29%Lipton13%42%16%29%Twining’s16%11%12%61%Celestial Seasonings7%11%16%66%Bigelow6%10%16%68%Crimson Hexagon, 2017Sources: Beverage Industry Website, 5/18; Crimson Hexagon Website, 5/18.Updated: May 2018? 2018 Media Group Online, Inc. 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