US Beverage Market Outlook 2024 - Opportunities & Challenges With Pricing, Better-For-You Options, & More

Table of Content

CHAPTER 1: EXECUTIVE SUMMARY

• BEVERAGE TRENDS
• Figure 1-1. Beverage Market Trends
• SCOPE
• METHODOLOGY

CHAPTER 2: TRENDS FROM THE PANDEMIC TO THE INFLATION ERA

• CONCERNS ABOUT COVID-19 EXPOSURE REMAIN
• Most Still Consider the Pandemic a Health Threat
• Table 2-1. Coronavirus Health Concerns: "I am concerned about the...", 2021 - 2023 (% of consumers)
• Vaccination for the Flu and COVID-19
• Table 2-2. Consumer Vaccination Plans, 2023 (% of consumers)
• Table 2-3. Consumer Vaccination Rates, 2024 (% of consumers)
• Some Consumers Continue to Wear Masks in Public and Avoid Crowds
• Table 2-4. Consumer Habits Regarding Masks, Crowds, and Testing for COVID-19, 2024 (% of consumers)
• NEGATIVE PERSONAL EFFECTS OF THE PANDEMIC
• Reporting Negative Mental States in
• Figure 2-1. Current Feelings on Mental and Physical Symptoms Compared to "Normal" or Preferred Level, 2023 (% of consumers)
• Continuing Mental and Physical Health Effects in
• Table 2-5. Current Feelings on Mental and Physical Symptoms Compared to "Normal" or Preferred Level, 2024 (% of consumers)
• Stress Levels and Impact on Food/Beverage Consumption
• Figure 2-2. Stress Levels and Impact of Stress on Healthfulness of Food/Beverage Consumption,
• Figure 2-3. Impact of Food Consumption on Mental or Emotional Well-Being,
• WORK-FROM-HOME TRENDS
• Working from Home in 2023: Work from Home Ability and Frequency
• Table 2-6. Ability to Work from Home and Frequency of Remote Work, 2023 (% of consumers)
• Work Habits in 2024: Typical Work Weeks
• Table 2-7. "How Much of Your Typical Work Week is Spent at the Following Locations?", 2024 (% of employed consumers)
• Work Habits in 2024: Typical Work Arrangements
• Figure 2-4. Typical Work Arrangements (Fully Remote, Hybrid, and Traditional), 2024 (% of employed consumers)
• HOME COOKING REMAINS RELATIVELY HIGH
• Table 2-8 Home Cooking Behaviors, Agree Completely, 2013 - 2023 (% of US adults)
• INFLATION AND PRICES
• Many Consumers Are Concerned about Inflation and Rising Food Prices
• Table 2-9. Consumer Concerns about Rising Food Prices, 2023 - 2024 (% of consumers)
• Vast Majority of Consumers Have Noticed the Rising Cost of Food; Many Changing Purchasing Decisions
• Figure 2-5. Noticing the Rising Cost of Food and Beverages over the Past Year, 2023 (% of consumers)
• Figure 2-6. Impact of Rising Costs on Food/Beverage Purchasing, 2023 (% of consumers)
• Consumers Find Price More Important for Food Purchase Decisions in
• Figure 2-7. Purchase Drivers for Food and Beverage Purchase Decisions, 2023 (% of consumers)
• Cutting Back on Household Expenses
• Table 2-10. Consumer Spending on "Extras", 2023 - 2024 (% of consumers)
• Table 2-11. "If a food item is on sale, I buy multiple units to stock up." Agree Completely, 2013 - 2023 (% of US adults)

CHAPTER 3: OVERVIEW

• BEVERAGE RETAIL SALES FORECAST
• Future Outperformers: Energy & Sports Drinks and Bottled Water
• Table 3-1. US Retail Dollar Sales by Top Beverage Categories, 2018, 2023 - 2028P
• (million dollars and percent)
• Post-Pandemic: Dollar Sales Surge, Demand Suffers
• Table 3-2. US Retail Dollar Sales by Top Beverage Categories, 2019, 2020, 2021, 2022, 2023 (million dollars and percent)
• Table 3-3. US Retail Dollar and Volume Sales by Top Beverage Categories, 2019, 2020, 2021, 2022, 2023 (percent change)
• Table 3-4. Annual Price Changes by Top Beverage Categories, 2020, 2021, 2022, 2023 (percent change)
• DISTRIBUTION TRENDS
• E-Commerce and Grocery Delivery
• Table 3-5. Purchased Groceries Over Internet in Last 30 days, 2013 - 2023 (percent of US adults)
• Faster and More Convenient Home Delivery
• Drone Delivery
• In-Home Delivery
• DoorDash Expands SNAP Payments to More Grocers
• SNACKING
• Frequency of Snacking and Reasons for Snacking
• Figure 3-1 Frequency of Snacking, 2023 (percent of consumers)
• Figure 3-2 Reasons for Snacking, 2023 (percent of consumers)
• Figure 3-3 Most Common Snacks by Day Part, 2023 (percent of consumers)
• CONVENIENCE STORES MAINTAIN POST-PANDEMIC RECOVERY

CHAPTER 4: BEVERAGE TRENDS

• HEALTHIER+
• Figure 4-1. Priority of Selected Food Characteristics, 2024 (percent of consumers)
• Table 4-1. "I Buy Food Labeled As...", 2017 - 2023 (percent of US adults)
• Natural
• "Natural" Labels Most Impactful When Grocery Shopping
• Figure 4-2. Influential Labels When Purchasing Food, 2023 (percent of consumers)
• Healthy Food
• Fresh and Low Sugar Top Healthy Food Definers
• Figure 4-3. Defining Healthy Food, 2023 (percent of consumers)
• Reduced or Zero Sugar
• Avoiding or Limiting Sugar Intake
• Figure 4-4. Avoiding or Limiting Sugars, 2023 (percent of consumers)
• Reasons for Avoiding or Limiting Sugar Intake
• Figure 4-5. Reasons for Avoiding or Limiting Sugars, 2023 (percent of consumers)
• Sugar Continues to Be Preferred Over Low/No-Calorie Sweeteners
• Figure 4-6. Preferences for Sweeteners, 2023 (percent of consumers)
• Processed Foods
• Figure 4-7. Consideration of Processed Foods, 2023 (percent of consumers)
• Diet-Friendly
• Figure 4-8. Adherence to a Diet/Eating Pattern in the Past Year, 2019 - 2023 (percent of consumers)
• Table 4-2. "Are you familiar with (heard of it and know what is involved in following it) any of the following diet and eating philosophies?", 2021 - 2023 (percent of consumers)
• High Protein
• Weight Loss
• Figure 4-9. Eating Pattern/Diet Motivations in the Past Year, 2023 (percent of consumers)
• Weight-loss Drugs
• ALTERNATIVES WITH REAL DAIRY ATTRIBUTES
• Dairy-Free, Plant-Based
• Table 4-3. Prevalence of Plant-Forward Eating Habits/Diet Control, 2019 - 2024 (percent of consumers)
• Animal-Free Dairy
• IGNITE THE SENSES
• TARGET GAMERS
• KID-FOCUSED
• HARD BEVERAGES
• CBD-INFUSED
• PARTNERSHIPS A WIN-WIN
• INFLUENCER INSPIRED
• PRIVATE LABEL STILL OUTPERFORMING NATIONAL BRANDS
• Table 4-4. Selected Private Label Department Dollar Sales Growth, 2021, 2022, 2023 (percent change)
• Table 4-5. Consumption Rates in last 6 months for Selected Store Brand Beverages, 2013-2023 (percent of US households)
• RESPONSIBLE NEW PRODUCT DEVELOPMENT (NPD)
• Packaging
• Figure 4-10. Willingness to Take Action About Sustainability, 2024 (percent of consumers)
• Figure 4-11. Importance of Sustainability Practices, 2024 (percent of consumers)
• Figure 4-12. Affordability of Sustainable Lifestyle, 2024 (percent of consumers)
• The Multifaceted Goals of Sustainable Packaging
• Figure 4-13. Most Important Sustainable/Eco-Friendly Packaging Features, by age group 2024 (percent of consumers)
• Priorities in Conflict
• Figure 4-14. Consumer Perceptions of Packaging Materials' Eco-Friendliness 2024 (percent of consumers)

CHAPTER 5: BOTTLED AND ENHANCED WATERS

• SALES OUTLOOK
• Market to Exceed $38 Billion in
• Table 5-1. Bottled and Enhanced Water Retail Sales, 2018-2028 (million dollars, million gallons, and percent change)
• Segment Sales
• Figure 5-1. Bottled and Enhanced Water Retail Sales Dollar Share: By Segment 2020, 2023 (percent)
• Table 5-2. Bottled and Enhanced Water Retail Sales: By Segment, 2016-2028 (million dollars and percent change)
• CONSUMER INSIGHTS
• Consumer Preferences - Still Water Unflavored; Sparkling Water/Seltzer Flavored
• Table 5-3. Consumption Rates for Bottled Water, 2021-2023 (percent of households)
• Still Water Consumed Far More than Sparkling or Seltzer
• Table 5-4. Drinks/Glasses of Bottled Water in Last 7 Days,
• (percent of households that drink bottled water and sparkling water/seltzer)
• Water Filter Ownership Remains High
• Table 5-5. Water Filter Ownership, 2013-2023 (percent of households)
• Gains Continue for Hard Seltzer Despite Slowdown
• Table 5-6. Consumption Rates for Flavored Alcoholic Beverages/Coolers, 2013-2023 (percent of adults)
• KEY OPPORTUNITIES
• Healthier+
• Ignite the Senses
• Comfort & Nostalgia
• Sober Curious
• Hard Seltzers/Waters
• Responsible NPD
• CBD-Infused

CHAPTER 6: CARBONATED SOFT DRINKS

• SALES OUTLOOK
• Market Nearly $68 Billion in
• Table 6-1. Carbonated Beverage Retail Sales, 2018-2028 (million dollars, million 1.5-gallon equivalents, and percent change)
• Category Sales
• Figure 6-1. Carbonated Beverage Retail Dollar Sales Share by Category, 2019-28 (percent of total)
• Table 6-2. Carbonated Beverage Retail Sales by Category, 2016-2028 (million dollars and percent change)
• CONSUMER INSIGHTS
• Soda Consumption: Diet Up, Regular Down Since
• Table 6-3. Consumption Rates for Carbonated Beverages, 2013-2023 (percent of adults)
• Cans Gain but Plastic Bottles Still Popular Despite Environmental Concerns
• Table 6-4. Consumption Rates for Carbonated Beverages by Packaging Form, 2013-2023 (percent of adults that drink carbonated beverages)
• Diet Cola Drinkers Consume More
• Table 6-5. Glasses of Selected Carbonated Beverages Drunk in Last 7 Days, 2013-2023 (percent of adults that drinks regular and diet colas)
• Selected Differences Among Coca-Cola, Coke Zero Sugar, and Diet Coke Drinkers
• Table 6-6. Demographic Characteristics of Coke Classic, Coke Zero Sugar, and Diet Coke Drinkers, 2023 (Index)
• KEY OPPORTUNITIES
• Ignite the Senses
• Healthier+
• Comfort & Nostalgia
• Hard Soda
• CBD-Infused

CHAPTER 7: COFFEE AND READY-TO-DRINK COFFEE

• SALES OUTLOOK
• Market to Reach $22 Billion in
• Table 7-1. Coffee Retail Sales, 2018-2028 (million dollars, million ounces, and percent change)
• Category/Segment Sales
• Figure 7-1. Coffee Retail Dollar Shares by Category and Segment, 2023-2028 (percent of total)
• Table 7-2. Coffee Retail Sales: By Category and Segment, 2016-2028 (million dollars and percent change)
• CONSUMER INSIGHTS
• RTD Coffee Continues Gaining; Ground Coffee Consumed Most
• Table 7-3. Consumption Rates for Coffee Segments, 2013-2023 (percent of households)
• Loose Grinds Still Widely Preferred Over Single-Serve Pods
• Table 7-4. Forms of Ground Coffee Used Most Often, 2013-2023 (percent of households that drink ground coffee)
• Consumers Overwhelmingly Prefer Unflavored Ground and Whole Bean Coffee
• Table 7-5. Flavor of Ground Coffee Drunk Most Often, 2013-2023 (percent of households that drink ground and whole bean coffee)
• Coffee Consumption Faltering
• Table 7-6. Cups of Ground Coffee (Regular or Decaf) Drunk Per Average Day, 2013-2023 (percent of households that drink ground coffee)
• Consumption of Customized and Specialty Drinks Drive Coffee Appliance Sales
• Table 7-7. Coffee Appliances Bought in Last 12 Months, 2013-2023 (percent of households)
• KEY OPPORTUNITIES
• Mindful Indulgence
• Ignite the Senses
• Comfort & Nostalgia
• Influencer Inspired
• Coffee Shop Experience At Home or On-The-Go
• Single-Serve Options Beyond Pods
• Hard Coffee
• Responsible NPD
• CBD-Infused

CHAPTER 8: DAIRY AND DAIRY ALTERNATIVE BEVERAGES

• SALES OUTLOOK
• Total Market to Reach Nearly $32 Billion in
• Table 8-1. Dairy and Dairy Alternative Beverages Retail Sales, 2018-2028 (million dollars and percent change)
• Volume Sales
• Table 8-2. Dairy and Dairy Alternative Beverages Market Retail Volume Sales, 2018-2028 (million pints)
• Category and Segment Sales
• Figure 8-1. Dairy vs. Dairy Alternative Beverages Retail Dollar Shares, 2023, 2028 (percent of total)
• Table 8-3. Dairy and Dairy Alternative Beverages Retail Sales: By Category and Segment, 2016-2028 (million dollars and percent change)
• CONSUMER INSIGHTS
• Dairy Milk Consumption Decreasing; Milk Alternatives Increasing
• Table 8-4. Consumption Rates for Dairy and Dairy Alternative Beverages, 2013-2023 (percent of households)
• Most Milk Drinkers Prefer 2% and Whole
• Table 8-5. Kind of Milk Consumed in Last 6 Months, 2013-2023 (percent of households that drink fresh milk)
• Specialty Milk Consumption on The Rise
• Table 8-6. Type of Milk Consumed in Last 6 Months, 2013-2023 (percent of households that drink milk)
• Plastic Jugs Most Popular by Far; Carton Use Has Increased
• Table 8-7. Milk Package Used in Last 6 Months, 2013-2023 (percent of households that drink milk)
• Almond Milk Still Dominant But Oat Milk Gains
• Table 8-8. Type of Non-Dairy Milk Alternatives Consumed in Last 6 Months, 2016-2023 (percent of households that drink non-dairy milk alternatives)
• KEY OPPORTUNITIES
• Alternatives with Real Dairy Attributes
• Animal-Free Dairy
• Healthier+
• Kid-Focused
• Ignite the Senses
• Responsible NPD

CHAPTER 9: ENERGY AND SPORTS DRINKS

• SALES OUTLOOK
• Market to Reach $53 Billion in
• Table 9-1. Energy and Sports Drinks Retail Sales, 2018-2028 (million dollars, million ounces, and percent change)
• Category and Segment Sales
• Figure 9-1. Energy vs. Sports Drinks Retail Dollar Shares, 2023-2028 (percent of total)
• Table 9-2. Energy and Sports Drinks Retail Sales: By Segment, 2016-2028 (million dollars and percent change)
• CONSUMER INSIGHTS
• Low Penetration for Energy Drinks Especially
• Table 9-3. Consumption Rates for Energy Drinks/Shots and Sports Drinks, 2013-2023 (percent of adults)
• Drinks Dominate, Shots Remain Smaller Niche
• Table 9-4. Forms of Energy Drinks/Shots Drunk, 2013-2023 (percent of adults that drinks energy drinks/shots)
• Energy Drinkers Tend to Consume More Units
• Table 9-5. Number of Energy Drinks/Shots and Sports Drinks Drunk in Last 30 Days, 2023 (percent of adults that drinks energy drinks/shots and sports drinks)
• KEY OPPORTUNITIES
• Healthier+
• Rapid Hydration
• Ignite the Senses
• Target Gamers

CHAPTER 10: JUICES

• SALES OUTLOOK
• Market Increasing to Nearly $24 Billion in
• Table 10-1. Juice Retail Sales, 2018-2028 (million dollars, million ounces, and percent change)
• Category Sales
• Figure 10-1. Juices Retail Dollar Shares by Category, 2019-2023 (percent of total)
• Table 10-2. Juice Market Retail Dollar Sales by Category, 2016-2028 (million dollars and percent change)
• CONSUMER INSIGHTS
• Other Fruit Juice/Drink Consumption Strongest
• Table 10-3. Consumption Rates for Juices by Product, 2013-2023 (percent of US households)
• Glass Bottles Experience Biggest Gains
• Table 10-4. Package Type of Orange Juice Drunk in Last 6 Months, 2013-2023 (percent of households that drink orange juice)
• Most Households Drink 2 or Fewer Glasses of OJ Daily
• Table 10-5. Glasses of Orange Juice Drunk by Household on Average Day, 2013-2023 (percent of households that drink orange juice)
• Apple Remains Favorite Flavor Ahead of Cranberry
• Table 10-6. Flavors of Other Fruit Juices/Drinks Drunk Most Often, 2013-2023 (percent of households that drink other fruit juices/drinks)
• Most Households Drink 2 or Fewer Glasses of Other Fruit Juice/Drinks Daily
• Table 10-7. Glasses of Other Fruit Juices/Drinks Drunk by Household on Average Day, 2013-2023 (percent of US households that drink other fruit juices/drinks)
• KEY OPPORTUNITIES
• Healthier-For-You
• Healthier-For-Kids
• Mindful Indulgence
• Ignite the Senses
• Hard Juices
• CBD-Infused

CHAPTER 11: TEA AND READY-TO-DRINK TEA

• SALES OUTLOOK
• Market to Exceed $11 Billion in
• Table 11-1. Tea and RTD Tea Retail Sales, 2018-2028 (million dollars, million ounces, and percent change)
• Category and Segment Sales
• Figure 11-1. Tea and RTD Tea Category and Segment Retail Dollar Shares, 2022, 2028 (percent of total)
• Table 11-2. Tea and RTD Tea Retail Sales by Category and Segment, 2016-2028 (million dollars and percent change)
• CONSUMER INSIGHTS
• Tea Bags Still Most Popular Despite Declines
• Table 11-3. Consumption Rates for Tea, 2013-2023 (percent of households)
• Tea Drinkers Overwhelmingly Prefer Caffeinated
• Table 11-4. Type of Tea Drunk in Last 6 Months, 2013-2023 (percent of households that drink tea bags/packages)
• Regular Size Bags Overwhelmingly Preferred Format
• Table 11-5. Form of Tea Drunk in Last 6 Months, 2013-2023 (percent of households that drink tea bags/packages)
• Herbal Tea Consumption Increases Over Last Three Years
• Table 11-6. Flavor of Tea Drunk in Last 6 Months, 2013-2023 (percent of households that drink tea bags/packages)
• Most Hot Tea Drinkers Drink 2 or Fewer Cups Daily
• Table 11-7. Cups of Tea Drunk by Household on Average Day, 2013-2023 (percent of households that drink tea bags/packages)
• Flavored RTD Iced Tea Overwhelmingly Preferred
• Table 11-8. Type of RTD Iced Tea/Kombucha Drunk Most Often, 2013-2023 (percent of adults that drink RTD iced tea/kombucha)
• Most Consume 1-2 RTD Teas Weekly; Relatively High Percentage Drink 9+
• Table 11-9. Drinks/Glasses of RTD Tea/Kombucha Drunk by Household in Last 7 Days, 2013-2023 (percent of households that drink RTD tea/kombucha)
• KEY OPPORTUNITIES
• Healthier+
• Ignite the Senses
• Hard Teas
• CBD-Infused