NEW YORK, March 26, 2015 /PRNewswire/ -- The U.S.
liquid refreshment beverage market grew at a noteworthy rate in
2014 after having been essentially flat in 2013, according to newly
released preliminary data from Beverage Marketing
Corporation.Its growth was the strongest seen in several years.
Beverage-specific factors, such as the vibrancy of the
already-large 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
reached 30.9 billion gallons in 2014.
Bottled water had a remarkable year. As a healthy, natural,
zero-calorie refreshment beverage, bottled water was in the
consumer sweet spot. Pricing continued to be aggressive in the
category, which also aided its upward movement. Its growth actually
accelerated, which is rare for a category its size. Volume enlarged
by 7.3%.
Niche categories continued to outperform most traditional
mass-market categories. Premium beverages such as energy drinks
and, especially, ready-to-drink (RTD) coffee advanced particularly
forcefully during 2014. Larger, more established segments such as
carbonated soft drinks and fruit beverages failed to grow once
again.
RTD coffee moved forward faster than all other segments with a
10.7% volume increase in 2014. Nonetheless, the segment accounted
for a tiny share of total liquid refreshment beverage volume.
Indeed, it was the smallest, trailing even value-added water, which
registered the largest decline of any liquid refreshment beverage
type other than fruit beverages or carbonated soft drinks. Energy
drinks advanced by 6.4%, but also remained fairly modest in size.
Not surprisingly, no energy drink, RTD coffee or value-added water
brand ranked among the leading trademarks by volume.
Sports beverages, on the other hand, had Gatorade (including all
brand variations) as the sixth largest beverage trademark during
the year. The sports beverage segment exceeded 1 billion gallons
for the first time in 2011 and topped 1.4 billion gallons in
2014.
Carbonated soft drinks remained by far the biggest liquid
refreshment beverage category, but they continued to lose both
volume and market share. Volume slipped by 1% from 12.9 billion
gallons in 2013 to less than 12.8 billion gallons in 2014, which
lowered their market share from slightly less than 43% to just
above 41%. Even so, the category declined more slowly than in
previous years and some soda trademarks, such as Sprite and certain
varieties of Mountain Dew, did achieve growth. Moreover, carbonated
soft drinks accounted for five of the 10 biggest beverage
trademarks during 2014, with Coca-Cola and Pepsi-Cola retaining
their usual first and second positions.
Bottled water had four entries among the leading trademarks in
2014, up from three the year before. All four outperformed the
liquid refreshment beverage category as a whole. Indeed, they were
the four fastest moving brands in the bunch.
Four companies accounted for all of the leading refreshment
beverage trademarks. Pepsi-Cola had four brands. Coca-Cola had
three while Nestle Waters North America (NWNA) had two and Dr
Pepper Snapple Group (DPSG) had one. Unlike in preceding years, no
fruit beverage brand ranked among the top 10.
"Beverages rebounded in 2014," said Michael C. Bellas, chairman and CEO, Beverage
Marketing Corporation. "Products that connect with what
contemporary consumers want, like bottled water and functional
offerings, added buoyancy to the ever-changing market."
New York City-based Beverage
Marketing Corporation is the leading consulting, research and
advisory services firm dedicated to the global beverage
industry.
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U.S. LIQUID
REFRESHMENT BEVERAGE MARKET*
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VOLUME AND
GROWTH
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2009 –
2014
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Millions
of
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Year
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Gallons
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%
Change
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2009
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29,256.9
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--
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2010
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29,663.2
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1.4%
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2011
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29,882.0
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0.7%
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2012
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30,229.3
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1.2%
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2013
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30,210.8
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-0.1%
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2014
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30,876.4
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2.2%
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* Includes bottled
water, carbonated soft drinks, energy drinks, fruit beverages,
ready-to-drink coffee, ready-to-drink tea, sports beverages and
value-added water.
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Source: Beverage
Marketing Corporation
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LEADING LIQUID
REFRESHMENT BEVERAGE TRADEMARKS*
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Volume, Change and
Market Share
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2013 –
2014
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2014
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Millions of
Gallons
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%
Change
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Share of
Volume
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Trademark
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Company
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Rank
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2013
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2014
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2013/14
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2013
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2014
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Coke
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Coca-Cola
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1
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4,203.6
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4,102.6
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-2.4%
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13.9%
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13.3%
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Pepsi
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PepsiCo
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2
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2,086.1
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2,023.8
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-3.0%
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6.9%
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6.6%
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Mountain
Dew
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PepsiCo
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3
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1,336.3
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1,356.4
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1.5%
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4.4%
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4.4%
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Dr Pepper
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DPSG
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4
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1,189.4
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1,169.9
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-1.6%
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3.9%
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3.8%
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Nestle Pure
Life
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NWNA
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5
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933.5
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1,020.0
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9.3%
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3.1%
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3.3%
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Gatorade**
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PepsiCo
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6
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954.5
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990.0
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3.7%
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3.2%
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3.2%
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Sprite
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Coca-Cola
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7
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840.9
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845.7
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0.6%
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2.8%
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2.7%
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Poland
Spring
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NWNA
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8
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677.1
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716.5
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5.8%
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2.2%
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2.3%
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Dasani
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Coca-Cola
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9
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619.3
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663.0
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7.1%
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2.0%
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2.1%
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Aquafina
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PepsiCo
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10
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457.3
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491.1
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7.4%
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1.5%
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1.6%
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Subtotal
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13,297.9
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13,379.0
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0.6%
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44.0%
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43.3%
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All Others
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16,912.9
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17,496.4
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3.4%
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56.0%
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56.7%
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TOTAL
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30,210.8
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30,875.4
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2.2%
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100.0%
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100.0%
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* Includes all
trademark volume (e.g., all types of Coca-Cola, including Diet
Coke, Caffeine-Free Coca-Cola, etc.).
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** Includes
G2.
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Source:
Beverage Marketing Corporation
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U.S. LIQUID
REFRESHMENT BEVERAGE MARKET
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CHANGE IN VOLUME
BY SEGMENT
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2013 –
2014
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%
Change
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Segments
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2013/14
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Ready-to-Drink
Coffee
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10.7%
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Bottled
Water
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7.3%
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Energy
Drinks
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6.4%
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Ready-to-Drink
Tea
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3.7%
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Sports
Drinks
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3.0%
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Value-Added
Water
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-0.9%
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Carbonated Soft
Drinks
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-1.0%
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Fruit
Beverages
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-2.8%
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TOTAL
LRB
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2.2%
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Source: Beverage
Marketing Corporation
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www.beveragemarketing.com
To view the original version on PR Newswire,
visit:http://www.prnewswire.com/news-releases/the-us-liquid-refreshment-beverage-market-enlarged-in-2014-reports-beverage-marketing-corporation-300056552.html
SOURCE Beverage Marketing Corporation