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The U.S. Liquid Refreshment Beverage Market Accelerated In 2015, Reports Beverage Marketing Corporation

Bottled water in particular grew vigorously; carbonated soft drinks declined again


News provided by

Beverage Marketing Corporation

Mar 29, 2016, 12:00 ET

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NEW YORK, March 29, 2016 /PRNewswire/ -- The U.S. liquid refreshment beverage market grew more quickly in 2015 than in 2014, according to newly released preliminary data from Beverage Marketing Corporation. The market's growth was the strongest seen in several years. Beverage-specific factors, such as the remarkable vibrancy of the sizeable bottled water segment, as well as more general ones, such as the continuing economic recovery, contributed to the overall increase in liquid refreshment beverage volume, which approached 32 billion gallons in 2015.

Bottled water had another notable year. The category's core characteristics – healthful, natural, zero-calorie – increasingly resonate with U.S. consumers. Pricing remained aggressive, which also contributed to bottled water's performance. Its growth actually accelerated, which is unusual for a category its magnitude. Volume enlarged by 7.9%. Bottled water could become the number-one beverage by volume as soon as this year.

Niche categories continued to outperform most traditional mass-market categories. Energy drinks and, especially, ready-to-drink (RTD) coffee advanced muscularly during 2015. Bigger, more established segments such as carbonated soft drinks and fruit beverages failed to grow once again.

RTD coffee outperformed all other segments with a 16.5% volume increase in 2015. Nonetheless, the segment accounted for a tiny share of total liquid refreshment beverage volume. It was the smallest, behind value-added water, which registered growth after having registered a significant decline the year before. Energy drinks advanced by 9.8%, but also remained modest in size. Predictably, no energy drink, RTD coffee or value-added water brand ranked among the leading trademarks by volume. (No fruit beverage brand did either.)

Sports beverages, on the other hand, had Gatorade (including all brand variations) as the sixth largest liquid refreshment beverage trademark during the year. Exceeding 1 billion gallons for the first time in 2011, trademark Gatorade dipped below that level subsequently, and returned to that level in 2015. 

Carbonated soft drinks remained the biggest liquid refreshment beverage category, but they might not for much longer as they continue to lose both volume and market share. Volume slipped by 1.5% from 12.8 billion gallons in 2014 to 12.6 billion gallons in 2015, which lowered their market share to less than 40%. Carbonated soft drinks accounted for five of the 10 biggest beverage trademarks during 2015, with Coca-Cola and Pepsi-Cola retaining their usual first and second positions, but only one of the leading brands, Sprite, managed to grow during the year.

Bottled water had four entries among the leading trademarks in 2015, and every one of them grew well in advance of the overall liquid refreshment beverage category.

Four companies accounted for all of the leading refreshment beverage trademarks. Pepsi-Cola had four brands. Coca-Cola had three while Nestlé Waters North America (NWNA) had two and Dr Pepper Snapple Group (DPSG) had one. 

"Consumers have spoken," said Michael C. Bellas, chairman and CEO, Beverage Marketing Corporation. "They've made their preferences clear. The rapid growth in bottled water and functional and niche alternatives like energy drinks expresses a shift away from most large traditional beverage categories."

New York City-based Beverage Marketing Corporation is the leading consulting, research and advisory services firm dedicated to the global beverage industry.


U.S. LIQUID REFRESHMENT BEVERAGE MARKET*

VOLUME AND GROWTH

2010 – 2015





Millions of


Year

Gallons

% Change

2010

29,663.1

--

2011

29,881.9

0.7%

2012

30,230.2

1.2%

2013

30,210.4

-0.1%

2014

30,878.5

2.2%

2015

31,754.5

2.8%




* Includes bottled water, carbonated soft drinks, energy drinks, fruit beverages, ready-to-drink coffee, ready-to-drink tea, sports beverages and value-added water.

Source:  Beverage Marketing Corporation


LEADING LIQUID REFRESHMENT BEVERAGE TRADEMARKS*

Volume, Change and Market Share

2014 – 2015











2015

Millions of Gallons

% Change

Share of Volume

Trademark

Company

Rank

2014

2015

2014/15

2014

2015

Coke

Coca-Cola

1

4,102.8

3,994.4

-2.6%

13.3%

12.6%

Pepsi

PepsiCo

2

2,024.0

1,946.0

-3.9%

6.6%

6.1%

Mountain Dew

PepsiCo

3

1,356.5

1,342.7

-1.0%

4.4%

4.2%

Dr Pepper

DPSG

4

1,169.6

1,160.3

-0.8%

3.8%

3.7%

Nestlé Pure Life

NWNA

5

1,020.0

1,074.5

5.3%

3.3%

3.4%

Gatorade**

PepsiCo

6

990.2

1,041.8

5.2%

3.2%

3.3%

Sprite

Coca-Cola

7

845.7

865.9

2.4%

2.7%

2.7%

Poland Spring

NWNA

8

716.5

758.3

5.8%

2.3%

2.4%

Dasani

Coca-Cola

9

661.2

707.3

7.0%

2.1%

2.2%

Aquafina

PepsiCo

10

489.7

545.6

11.4%

1.6%

1.7%

   Subtotal



13,376.2

13,436.9

0.5%

43.3%

42.3%

All Others



17,502.3

18,317.6

4.7%

56.7%

57.7%

   TOTAL



30,878.5

31,754.5

2.8%

100.0%

100.0%


* Includes all trademark volume (e.g., all types of Coca-Cola, including Diet Coke, Caffeine-Free Coca-Cola, etc.).

** Includes G2.

Source:  Beverage Marketing Corporation


U.S. LIQUID REFRESHMENT BEVERAGE MARKET

CHANGE IN VOLUME BY SEGMENT

2014 – 2015




% Change

Segments

2014/15

Ready-to-Drink Coffee

16.5%

Energy Drinks

9.8%

Bottled Water

7.9%

Value-Added Water

7.5%

Ready-to-Drink Tea

6.1%

Sports Beverages

5.5%

CSDs

-1.5%

Fruit Beverages

-2.1%

   TOTAL LRB

2.8%



Source:  Beverage Marketing Corporation

SOURCE Beverage Marketing Corporation

Related Links

http://www.beveragemarketing.com

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