Kantar Worldpanel, which maintains one of the largest continuous consumer survey panels in the world, recently analyzed the top trends driving the U.S. Beverage market.
Its report Kantar Worldpanel 2013 Beverage Trends found customer needs are evolving, and they are drinking beverages to fulfill needs beyond the primary ones of Thirst and Replenishment.
· Thirst/Replenishment & Taste – 2006
· Food Accompaniment & Thirst – 2012
The survey found food accompaniment accounts for 4% more beverage occasions than in 2010.
• Four out of 10 consumers will choose a beverage just because it’s within arm’s reach on shelf
• 1.7 Million consumers are juicing their own 100% fruit juice within the home. This is a 26% growth versus 2011 (+400, 000 consumers)
• Tap water is the No. 1 beverage consumed in the average week.
• Dairy Milk is the top beverage consumed by Kids under 18, which accounts for 85% of consumers.
• Soda is the top beverage consumed for a Fun Treat by 58% of consumers.
• Tap water is the top beverage consumed for nutrition by 49% of consumers.
• White milk and fruit juice are secondary categories consumed for this nutrition need, both declining within recent years.
• Hot coffee is the top beverage consumed for energy by 52% of consumers.
• 50% of all beverage occasions are driven by the need to hydrate
• Soda is the top beverage consumed for food accompaniment (52% of consumers).
The need to Relax is the fastest growing driver of beverages:
• +28 Million more consumers drinking beverages for this reason versus 2010 (27% increase).
• Tap water and tea are top beverages consumed for relaxation (30% of consumers).
Brew it yourself formats of tea have grown rapidly within the home versus 2010.
• +9 Million Consumers are brewing their own iced tea within the home via tea bags and powders.