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Who Buys Source

According to a 2013 study by The Media Audit, nearly 60% of "heavy" soft drink consumers are between the ages of 18 and 44. Heavy soft drink consumers are defined as those individuals who consume soft drinks on 10 or more occasions in a typical week.

The Media Audit, 2013

Based on research by The Media Audit, U.S. metro areas with the highest percentage of "heavy" soft drink consumers (defined as those individuals who consumed soft drinks on 10 or more occasions in the past week): 1. Oklahoma City, 22.0%; 2. Cincinnati, 21.5%; 3. Louisville, 21.0%; 4. Akron, 19.3%; 5. Dayton, 17.7%; 6. (tie) Indianapolis and Lexington, 17.1%; 8. Baltimore, 16.7%; 9. Dallas-Fort Worth, 16.5%; 10. New Orleans, 16.2%.

The Media Audit, 2013

Profiling adults 18+ who drank either regular or diet soft drinks in the last six months:
 

GfK MRI, 2012

Of those adults 18+ who consumed regular carbonated soft drinks in the last six months, 52.7% were men and 47.3% were women.

GfK MRI, 2012

Adults 18+ who drank regular carbonated soft drinks in the past six months, by age group: 18-24, 18.1%; 25-34, 21.7%; 35-44, 19.0%; 45-54, 17.2%; 55-64, 12.5%; 65+, 11.5%.

GfK MRI, 2012

Adults 18+ who drank regular carbonated soft drinks in the last six months, by income bracket: $100,000+, 21.3%; $75-99,999, 12.8%; $60-74,999, 10.7%; $50-59,999, 8.5%; $40-49,999, 9.2%; $30-39,999, 10.4%; $20-29,999, 11.1%; under $20,000, 16.0%.

GfK MRI, 2012

Adults 18+ who consumed regular carbonated soft drinks in the past six months, by race: White, 69.3%; Black, 13.3%; Other, 17.4%; Hispanic origin, 17.1%.

GfK MRI, 2012

Adults 18+ who drank regular carbonated soft drinks in the last six months, by region: Northeast, 16.3%; Midwest, 22.9%; South, 38.9%; West, 21.9%.

GfK MRI, 2012

Adults 18+ who consumed regular carbonated soft drinks in the previous six months, by marital status: Single, 32.8%; married, 49.9%; separated/widowed/divorced, 17.3%.

GfK MRI, 2012

Of those adults 18+ who drank diet soft drinks in the last six months, 55.8% were women and 44.2% were men.

GfK MRI, 2012

Adults 18+ who consumed diet soft drinks in the past six months, by age level: 18-24, 9.0%; 25-34, 15.7%; 35-44, 18.2%; 45-54, 21.4%; 55-64, 17.5%; 65+, 18.2%.

GfK MRI, 2012

Adults 18+ who drank diet soft drinks in the last six months, by income bracket: $100,000+, 31.4%; $75-99,999, 16.0%; $60-74,999, 11.0%; $50-59,999, 7.6%; $40-49,999, 7.8%; $30-39,999, 8.0%; $20-29,999, 8.0%; under $20,000, 10.2%.

GfK MRI, 2012

Adults 18+ who drank diet soft drinks in the past six months, by race: White, 81.7%; Black, 6.8%; Other, 11.5%; Hispanic origin, 11.6%.

GfK MRI, 2012

Adults 18+ who consumed diet soft drinks, by region: Northeast, 18.8%; Midwest, 24.3%; South, 36.0%; West, 20.9%.

GfK MRI, 2012

Adults 18+ who drank diet soft drinks in the last six months, by marital status: Single, 21.1%; married, 61.1%; separated/widowed/divorced, 17.8%.

GfK MRI, 2012




What They Buy Source

Top 10 soft drink brands in 2012 (in millions of gallons sold), and change from 2011 in parentheses: 1. Coca-Cola Classic, 2,333.8 (-1.2%); 2. Diet Coke, 1,316.0 (-3.4%); 3. Pepsi-Cola, 1,289.5 (-3.4%); 4. Mountain Dew, 952.4 (+0.6%); 5. Dr Pepper, 893.5 (+0.3%); 6. Sprite, 781.4 (-1.0%); 7. Diet Pepsi, 616.7  (-6.2%); 8. Coke Zero, 328.3 (+8.0%); 9. Diet Mountain Dew, 277.9 (+1.7%); 10. Diet Dr Pepper, 250.1 (-2.0%).

Beverage World, 2013

Market share of the top soft drink companies in 2012, with 2011 market share in parentheses: 1. Coca-Cola Company, 43.5% (43.2%); 2. PepsiCo, 29.0% (29.2%); 3. Dr Pepper Snapple, 17.4% (17.2%); 4. Cott Corp., 3.1% (3.5%); 5. National Beverage (includes Shasta and Faygo brands), 3.0% (2.9%); 6. Big Red, 0.4% (0.4%); 7. Carolina Beverage, 0.1% (0.1%); all others, 3.5% (3.6%).

Beverage World, 2013

Overall market share of the top 10 soft drink brands in 2012 (according to volume), with 2011 market share in parentheses: 1. Coca-Cola Classic, 17.5% (17.4%); 2. Diet Coke, 9.9% (10.1%); 3. Pepsi-Cola, 9.7% (9.9%); 4. Mountain Dew, 7.2% (7.0%); 5. Dr Pepper, 6.7% (6.6%); 6. Sprite, 5.9% (5.8%); 7. Diet Pepsi, 4.6% (4.9%); 8. Coke Zero, 2.5% (2.2%); 9. Diet Mountain Dew, 2.1% (2.0%); 10. Diet Dr Pepper, 1.9% (1.9%); all others, 32.1% (32.3%).

Beverage World, 2013

For 2012, the best-selling brands of energy drinks (dollar sales in millions), with percentage change from 2011 in parentheses: 1. Red Bull, $3,182.5 (+11.1%); 2. Monster, $1,884.9 (+12.6%); 3. Monster Rehab, $409.9 (+171.8%); 4. Rockstar, $324.9 (+11.6%); 5. NOS, $264.2 (+6.9%); 6. Java Monster, $251.2 (+22.4%); 7. Monster Mega, $231.7 (+17.6%); 8. AMP Energy, $184.0 (+3.0%); 9. Red Bull Total Zero, $147.3 (N/A); 10. Rockstar Sugar Free, $144.2 (0.5%).

SymphonyIRI Group Inc., 2013

Best-selling brands of sports drinks in 2012 (totals in millions), with change from 2011 in parentheses: 1. Gatorade G Series Perform, $2,765.4 (+1.3%); 2. Powerade Ion4, $878.1 (+5.6%); 3. Gatorade G2 Perform, $515.7 (-8.9%); 4. Gatorade, $408.3 (+33.6%); 5. Powerade Zero, $233.8 (+18.7%); 6. G2, $143.9 (+10.2%); 7. Gatorade Frost, $105.7 (-0.1%); 8. Gatorade Cool Blue, $68.8 (+16.5%); 9. Gatorade Fierce, $66.1 (+37.8%); 10. Gatorade All Stars, $56.1 (+2.6%).

SymphonyIRI Group Inc., 2013

Top-selling brands of energy shots in 2012 (in millions of dollars), with change from 2011 in parentheses: 1. 5 Hour Energy, $1,192.0 (+1.0%); 2. Stacker 2 6-Hour Power, $21.0 (-23.7%); 3. Private Label, $19.9 (+30.7%); 4. Stacker 2 Xtra, $18.7 (+11.0%); 5. Worx Energy, $11.9 (-10.4%).

Beverage World, 2013

Top-selling brands of RTD tea in 2012 (sales in millions), with change from 2011 in parentheses: 1. Arizona, $685.7 (-1.4%); 2. Lipton, $370.6 (-5.0%); 3. Lipton Brisk, $308.0  (-4.6%); 4. Snapple, $211.5 (-4.2%); 5. Diet Snapple, $197.6 (+14.4%); 6. Arizona Arnold Palmer, $190.8 (+17.2%); 7. Lipton Pureleaf, $167.9 (+6.5%); 8. Lipton Diet, $147.5 (+9.8%); 9. Gold Peak, $119.1 (+32.1%); 10. Nestea, $84.7 (-26.4%).

Beverage World, 2013


Business Trends Source

U.S. carbonated soft drink sales, in terms of volume, declined 1.7% in 2012 to their lowest level since 1996. 

Beverage Digest, 2013

According to research by Beverage Digest, dollar sales of carbonated soft drinks in the U.S.  were up approximately 1.8% in 2012 to $77.1 billion, reflecting an increase in CSD pricing despite a drop in volume. The Beverage Digest figure includes data from all sales channels -- retail, fountain, vending, etc. -- as well as revenue from energy drinks.

Beverage Digest, 2013

In terms of volume, the top 10 soft drink brands accounted for 67.9% of gallonage sold in 2012.
 

Beverage World, 2013

In terms of volume, carbonated soft drinks' share of the overall liquid refreshment market stood at 44.7% in 2012, compared to 47.1% in 2010 and 47.5% in 2008. 

Beverage World, 2013

Per capita consumption of soft drinks in the U.S. fell to 701 eight-ounce servings in 2012, down from 714 eight-ounce servings in 2011 and 728 in 2010.

Beverage Digest, 2013

Based on volume, sales of energy drinks increased 14.3% in 2012 to 514.9 million gallons, up from 450.5 million gallons in 2011 and 384.5 million in 2010.

Beverage World, 2013

Based on a 2013 study by The Media Audit, among all U.S. consumers, 11.6% are considered "heavy" soft drink consumers (defined as those individuals who drank soft drinks on 10 or more occasions in the previous week). This percentage is down from 19.2% in 2005.

The Media Audit, 2013

According to Nielsen figures, measured ad spending (totals in millions) by the top soft drink companies in 2012 (all media): The Coca-Cola Company, $345.5; PepsiCo, Inc., $460.2; Dr Pepper Snapple Group, $182.3.

Beverage Industry, 2013

In terms of volume, sales of sports drinks increased 2.3% in 2012, while value-added water sales declined 1.5%, and sales of RTD coffee grew 9.5%.

Beverage World, 2013

Sales of the Relaxation Beverage market totaled $30.0 million in 2012, up from $25.3 million in 2011 and $17.7 million in 2010.

Beverage World, 2013