USA Quarterly Beverage Tracker Report Q3 2013




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Product Synopsis

Published by Canadean, this Quarterly Beverage Tracker report provides a detailed analysis of the latest developments in the USA beverage market

Introduction and Landscape

Why was the report written?

In the current climate of economic uncertainty and market volatility companies need to know about more than just data. This report provides a complete overview of all commercial beverage consumption trends, latest market developments and an economic mood indicator

What is the current market landscape and what is changing?

Soft drinks consumption was flat in Q3-13, with the increased volumes of some markets being just enough to compensate for the continued decline in carbonates sales.

What are the key drivers behind recent market changes?

Real gross domestic product in the United States increased at an annual rate of 2.5% in the second quarter of 2013. Inflation averaged 1.8% during the quarter, trending upwards from 1.1% at the end of May.

What makes this report unique and essential to read?

Designed for clients who want to understand the latest trends in the USA beverage industry and want more detail and analysis on this data. Canadean's USA Quarterly Beverage Tracker report is ideal for benchmarking total market vs retail audit data and is an essential tool for keeping up-to-date with the latest industry and market developments

Key Features and Benefits

  • Readers are provided with a summary snap shot table showing category growth in Q32013 vs Q32012, together with 2012 actual volumes, 2013 forecast volumes and projected growth
  • An economic mood indicator, completed by Canadean's local consultant, examines (on a scale of one to five) whether confidence levels in the industry are better or worse than the previous quarter, whether net prices are rising or falling and how Private Label products have performed versus the rest of the market. Selected retail pricing data is given for the most recent quarter and the previous four quarters, enabling analysis of price movements. 
  • Key highlights of the last quarter's commercial beverage performance are identified and the key market drivers examined
  • Volumes for Q32013 vs Q32012, full year 2012, moving annual totals (MAT) and 2013 forecasts are provided for each individual beverage category, together with supporting text on quarterly performance and forecast assumptions. More granular data is provided for the Carbonates category, with data split by regular vs low calorie, and by key flavours.

Key Market Issues

  • Much of the rise in carbonated water consumption can be attributed to the steady decline in carbonates volume, as consumers look for healthier options
  • It appears that the trend of lower cost alternatives to rtds has 'backfired' and increasing numbers of consumers have switched to liquid concentrates as a more convenient substitute for fruit powders
  • During the quarter, the US Senate Committee on Commerce, Science, and Transportation held a hearing on marketing by the energy drinks industry, focusing in particular on the extent to which producers target younger consumers
  • Less than a third of the adult population drinks wine and less than 10% of the population can be considered regular drinkers
  • A significant part of the current decline in milk consumption is from consumers who claim to be switching to lower calorie alternatives

Key Highlights

  • still drinks, lemonade continued to be a popular flavor for new products
  • Drinking yogurt has suddenly started to grow more quickly once again, owing primarily to the rising popularity of Greek and other specialty yogurt products
  • The craft segment continued to set the agenda for the entire beer category, driving much of the growth and underpinning new product development trends
  • Much of the coffee industry is focused on products for single cup machines which have reportedly quadrupled sales over the past two years
  • Within the juice market, one of the most exciting growth segments is cold-pressed juices