Table of Contents
Executive Summary
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- The market
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- Figure 1: Total US sales and fan chart forecast of carbonated soft drinks, at current prices, 2009-19
- Key players
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- Figure 2: MULO sales of carbonated soft drinks, by leading companies, rolling 52-weeks 2014
- Regular soft drinks most popular with respondents
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- Figure 3: Purchasing habits for carbonated soft drinks – Any purchase, April 2014
- Brand, price most important when shopping for CSDs
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- Figure 4: Carbonated soft drink purchasing attributes, April 2014
- Flavor top reason for CSD consumption
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- Figure 5: Reasons for purchasing carbonated soft drinks, April 2014
- Drinking other beverages top reason for not consuming CSDs
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- Figure 6: Reasons for not purchasing carbonated soft drinks, April 2014
- Afternoons, evening most popular time to consume CSDs
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- Figure 7: Time of day for carbonated soft drink consumption, April 2014
- Lunch, dinner most popular meal occasions for CSD consumption
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- Figure 8: Occasions for carbonated soft drink consumption, April 2014
- CSD consumption at-home preferred
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- Figure 9: Locations for carbonated soft drink consumption, April 2014
- What we think
Issues and Insights
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- Are consumers drinking other beverages to replace CSDs?
- Facts
- Insight: Increase usage by mimicking other categories
- Is ingredient transparency drawing too much negative attention to CSDs?
- Facts
- Insight: Natural interests increasing
- Soda Tax
- Facts
- Insight: “Accentuate the negative”
Trend Applications
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- Trend: Accentuate The Negative
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- Figure 10: Coca-Cola advert, grandpa—living a healthy lifestyle, August 12, 2013
- Trend: Mood To Order
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- Figure 11: Coca-Cola, David Correythe World is Ours, September 11, 2013
- Trend: Factory Fear
Market Size and Forecast
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- Key points
- Carbonated soft drink sales decline forecast to continue
- Sales and forecast of carbonated soft drink market
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- Figure 12: Total US retail sales of carbonated soft drinks, at current prices, 2009-19
- Figure 13: Total US retail sales of carbonated soft drinks, at inflation-adjusted prices, 2009-19
- Fan chart forecast
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- Figure 14: Total US sales and fan chart forecast of market, at current prices, 2009-19
Market Drivers
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- Key points
- Obesity concerns affect CSD consumption
- Children in the household declining
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- Figure 15: US households, by presence of own children, 2003-13
- Soda tax idea expands
- Media focus on CSD category altering consumer perceptions
Competitive Context
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- Competition with other beverages
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- Figure 16: Frequency of non-alcoholic beverage consumption—Any consumption, November 2013
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- Figure 17: Percentage of new non-alcoholic beverage launches/new formulations, by sweetener, 2009-13
Segment Performance
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- Key points
- Regular soft drinks see declines as diet drinks suffer
- Sales of carbonated soft drink market, by segment
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- Figure 18: Total US retail sales of packaged carbonated soft drinks, by segment, at current prices, 2011 and 2013
Segment Performance—Regular Soft Drinks
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- Key points
- Continued declines forecast for regular soft drink market
- Sales and forecast of regular soft drinks
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- Figure 19: Total US retail sales of regular soft drinks, at current prices, 2009-19
- Household regular CSD consumption declines
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- Figure 20: Household volume consumption of carbonated cola drinks (non-diet), November 2008-December 2013
- Figure 21: Household volume consumption of other carbonated non-cola drinks (non-diet), November 2008-December 2013
- Teen consumption declined in recent years, but steady from 2011-13
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- Figure 22: Teen volume consumption of carbonated cola drinks (non-diet), November 2008-December 2013
- Figure 23: Teen volume consumption of other carbonated non-cola drinks (non-diet), November 2008-December 2013
- Children aged 6-11 drinking less regular soft drinks
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- Figure 24: Kid volume consumption of regular cola drinks, November 2008-December 2013
- Figure 25: Kid volume consumption of other soft drinks/soda pop, November 2008-December 2013
Segment Performance—Diet Soft Drinks
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- Key points
- Diet soft drink segment continues to suffer
- Sales and forecast of diet soft drinks
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- Figure 26: Total US retail sales of diet soft drinks, at current prices, 2009-19
- Household consumption of diet soft drinks decreases
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- Figure 27: Household volume consumption of diet or sugar-free carbonated cola soft drinks, November 2008-December 2013
- Figure 28: Household volume consumption of diet or sugar-free carbonated non-cola soft drinks, November 2008-December 2013
- Teen diet cola consumption sees slight increases
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- Figure 29: Teen volume consumption of diet or sugar-free carbonated cola soft drinks, November 2008-December 2013
- Figure 30: Teen volume consumption of diet or sugar-free carbonated non-cola soft drinks, November 2008-December 2013
Segment Performance—Seltzer/Tonic Water/Club Soda
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- Key points
- Seltzer/tonic water/club soda segment sees growth
- Sales and forecast of seltzer/tonic water/club soda
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- Figure 31: Total US retail sales of seltzer/tonic water/club soda, at current prices, 2009-19
Retail Channels
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- Key points
- Other retail channel leads in CSD sales, drug stores only channel to see growth
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- Figure 32: Total US retail sales of carbonated soft drinks, by channel, 2012 and 2014
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- Figure 33: Total US retail sales of carbonated soft drinks, by channel, 2009-14
- Natural Channels
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- Figure 34: Natural supermarket sales of carbonated beverages, at current prices, 2011-13*
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- Figure 35: Natural supermarket sales of carbonated beverages, by type of sweetener, 2011 and 2013*
- Figure 36: Natural supermarket sales of carbonated beverages, by organic content, 2011 and 2013*
Leading Companies
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- Key points
- Coca-Cola remains category leader, sees sales declines
- PepsiCo is second in category, experiences largest declines
- DPSG sees sales drop as it maintains its third place in leading companies
- Private label continues to suffer as sales, market share decline
- Manufacturer sales of market
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- Figure 37: MULO sales of carbonated soft drinks, by leading companies, rolling 52-weeks 2013 and 2014
Brand Share—Regular Soft Drinks
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- Key points
- Coca-Cola leads regular soft drink segment
- PepsiCo sees slight declines
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- Figure 38: Mountain Dew, Baja Blast, May 2014, 2014
- DPSG sales remain flat
- Private label struggles most in regular soft drink segment
- Manufacturer sales of regular soft drink segment
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- Figure 39: MULO sales of regular soft drinks, by leading companies, rolling 52 weeks 2013 and 2014
- Dr Pepper Snapple Group highest household penetration, PepsiCo most loyal
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- Figure 40: Key purchase measures for the top regular carbonated soft drink brands, by household penetration, 52-weeks ending Feb. 24, 2013 (year ago) and Feb. 23, 2014 (current)
- Consumption of regular soft drinks, by brand
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- Figure 41: Household volume consumption of carbonated cola drinks (non-diet), by age, November 2012-December 2013
- Figure 42: Household volume consumption of other carbonated non-cola drinks (non-diet), by age, November 2012-December 2013
Brand Share—Diet Soft Drinks
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- Key points
- Coca-Cola leads diet CSD segment, launches mid-calorie entry
- PepsiCo experiences sales declines
- DPSG expands low-calorie portfolio, sales fall flat
- Sales fall for diet CSDs segment overall, private label sees sharpest decline
- Manufacturer sales of diet soft drink segment
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- Figure 43: MULO sales of diet soft drinks, by leading companies, rolling 52-weeks 2013 and 2014
- Growth seen on DPSG household penetration, Coca-Cola brand loyalty
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- Figure 44: Key purchase measures for the low calorie carbonated soft drink brands, by household penetration, 52-weeks ending February 24, 2013 (year ago) and February 23, 2014 (current)
- Diet Coke most consumed diet CSD
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- Figure 45: Household volume consumption of diet or sugar-free carbonated cola soft drinks, by age, November 2012-December 2013
- Figure 46: Household volume consumption of diet or sugar-free carbonated non-cola soft drinks, by age, November 2012-December 2013
Brand Share—Seltzer/Tonic Water/Club Soda
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- Key points
- Segment benefits from success of bottled water category, consumer focus on health
- Manufacturer sales of the seltzer/tonic water/club soda segment
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- Figure 47: MULO sales of seltzers/tonic water/club soda, by leading companies, rolling 52-weeks 2013 and 2014
Innovations and Innovators
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- Innovative flavors
- The changing face of bottles and cans
- Natural and functional
Marketing Strategies
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- Overview of the brand landscape
- Theme: Reality Advertising and Disrupting Public Spaces
- Mountain Dew Kickstart
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- Figure 48: Mountain Dew, Get a Visit from Kicks the Koala, March 26, 2014
- Sprite Refresher
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- Figure 49: Sprite Zero, Refresher, May 2, 2014
- Pepsi #Halftime Vending Machine
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- Figure 50: Pepsi, Pepsi#Halftime: Vending Machine, 2014
- Theme: Soft drinks and celebrity
- Dr Pepper’s “/1”
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- Figure 51: Dr Pepper, /1 Macklemore & Ryan Lewis, January 20, 2014
- Lebron James’ Sprite 6 Mix
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- Figure 52: Sprite 6 Mix, #ChangeTheGame with Lebron James and Sprite 6 Mix, 2014
- Taylor Swift’s Relatability
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- Figure 53: Diet Coke, Diet Coke, You’re On, 2014
- Theme: Marketing to Men
- This is How We Dew
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- Figure 54: Mtn Dew, Living Portraits, 2014
- Dr Pepper TEN Bold Country
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- Figure 55: Dr Pepper TEN, Dr Pepper TEN Bold Country, 2014
- Theme: Soda as an ethical purchase
- Coca-Cola’s America is Beautiful
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- Figure 56: Coca-Cola, America the Beautiful, 2014
- 7Up’s Project7
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- Figure 57: Project7Videos, 7UP/Project7-Make Your Bottle Count, Jan. 11, 2014
- Coca-Cola’s Happiness Arcade
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- Figure 58: Coca-Cola, Happiness Arcade, 2014
Social Media—Carbonated Soft Drinks
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- Key points
- Market overview
- Key social media metrics
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- Figure 59: Key social media metrics, May 2014
- Brand usage and awareness
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- Figure 60: Brand usage and awareness for selected carbonated soft drink brands, April 2014
- Interactions with carbonated soft drinks brands
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- Figure 61: interactions with selected carbonated soft drinks brands, April 2014
- Leading online campaigns
- Sports partnerships
- Encouraging an active lifestyle
- Marketing to men
- What we think
- Online conversations
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- Figure 62: Online conversations for selected carbonated soft drinks, by day, May 23, 2013-May 22, 2014
- Where are people talking about carbonated soft drinks brands?
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- Figure 63: Online conversations for selected carbonated soft drinks, by page type, May 1, 2013-April 30, 2014
- What are people talking about?
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- Figure 64: Topics of conversation around selected carbonated soft drinks brands, May 1, 2013-April 30, 2014
Consumer Purchasing Habits of Carbonated Soft Drinks
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- Key points
- Men most likely to purchase CSDs
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- Figure 65: Purchasing habits for carbonated soft drinks – Any purchase, by gender, April 2014
- Millennial, young Generation X respondents most likely to purchase CSDs
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- Figure 66: Purchasing habits for carbonated soft drinks – Any purchase, by age, April 2014
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- Figure 67: Purchasing habits for carbonated soft drinks – More, by age, April 2014
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- Figure 68: Purchasing habits for carbonated soft drinks – More, by age and household income, April 2014
- Households with children significantly more likely to buy CSDs
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- Figure 69: Purchasing habits for carbonated soft drinks – Any purchase, by presence of children in household, April 2014
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- Figure 70: Purchasing habits for carbonated soft drinks – More, by presence of children in household, April 2014
- Hispanics high CSD users, most likely to be interested in natural offerings
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- Figure 71: Purchasing habits for carbonated soft drinks – Any purchase, by race and Hispanic origin, April 2014
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- Figure 72: Purchasing habits for carbonated soft drinks – More, by race and Hispanic origin, April 2014
Carbonated Soft Drink Product Attributes
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- Key points
- Name brands, multi-packs, in-store promotions preferred by older consumers
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- Figure 73: Carbonated soft drink purchasing attributes, by age, April 2014
- Whites most likely to look for promotions, preferred flavors
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- Figure 74: Carbonated soft drink purchasing attributes, by race and Hispanic origin, April 2014
Time of Day CSD Usage
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- Key points
- Afternoon CSD consumption most popular with respondents
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- Figure 75: Time of day for carbonated soft drink consumption, April 2014
- Hispanics most likely to consume CSDs in the morning
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- Figure 76: Time of day for carbonated soft drink consumption – Morning, by race and Hispanic origin, April 2014
- In the afternoon, younger consumers prefer regular, older prefer diet
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- Figure 77: Time of day for carbonated soft drink consumption – Afternoon, by age, April 2014
- Whites most likely to consume diet CSDs in the afternoon
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- Figure 78: Time of day for carbonated soft drink consumption – Afternoon, by race and Hispanic origin, April 2014
- Blacks, Hispanics slightly increase evening CSD consumption
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- Figure 79: Time of day for carbonated soft drink consumption – Evening, by race and Hispanic origin, April 2014
Meal Occasion CSD Usage
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- Key points
- Lunch most popular meal occasion
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- Figure 80: Occasions for carbonated soft drink consumption, April 2014
- CSD meal occasion consumption driven by younger consumers
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- Figure 81: Occasions for carbonated soft drink consumption, by age, April 2014
CSD Usage by Location
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- Key points
- At-home top CSD consumption location
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- Figure 82: Locations for carbonated soft drink consumption, April 2014
- Younger respondents drink regular, older respondents drink diet at-home
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- Figure 83: Locations for carbonated soft drink consumption – At-home, by age, April 2014
- Figure 84: Locations for carbonated soft drink consumption – When eating at a restaurant (including fountain drinks), by age, April 2014
- Younger consumers dominate CSD usage on-the-go, at school or work
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- Figure 85: Locations for carbonated soft drink consumption – On-the-go (eg running errands, shopping, driving), by age, April 2014
- Figure 86: Locations for carbonated soft drink consumption – At work/school, by age, April 2014
Reasons for Purchasing Carbonated Soft Drinks
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- Key points
- Flavor top reasons for CSD consumption
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- Figure 87: Reasons for purchasing carbonated soft drinks, by age, April 2014
- Hispanics most likely to drink CSDs for energy
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- Figure 88: Reasons for purchasing carbonated soft drinks, by race and Hispanic origin, April 2014
Reasons for Not Purchasing Carbonated Soft Drinks
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- Key points
- Other beverage consumption top reason for not purchasing CSDs
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- Figure 89: Reasons for not purchasing carbonated soft drinks, April 2014
- Women lower CSD users than men
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- Figure 90: Purchasing habits for carbonated soft drinks – Low user, by gender, April 2014
- Older consumers lowest users of most CSDs; more than half of all are decreasing diet purchases
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- Figure 91: Purchasing habits for carbonated soft drinks – Low user, by age, April 2014
- Households without children are lower CSD users than those with children
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- Figure 92: Purchasing habits for carbonated soft drinks – Low user, by presence of children in household, April 2014
Attitudes Toward Carbonated Soft Drink Varieties
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- Key points
- Opportunities in natural sweeteners, ingredients for young consumers
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- Figure 93: Attitudes toward carbonated soft drink varieties – Any agree, by age, April 2014
- Households with children most likely to prefer natural sweeteners, see benefits of low- or mid-calorie CSDs
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- Figure 94: Attitudes toward carbonated soft drink varieties – Any agree, by presence of children in household, April 2014
- Hispanics, other races hold strongest opinions regarding sweeteners in CSDs
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- Figure 95: Attitudes toward carbonated soft drink varieties – Any agree, by race and Hispanic origin, April 2014
Attitudes and Behaviors Toward Competition, Innovation
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- Key points
- Natural soft drinks have potential with older consumers, new flavors offer ties into functionality
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- Figure 96: Attitudes and behaviors toward carbonated soft drinks, by age, April 2014
Appendix: Other Useful Consumer Tables
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- Figure 97: Purchasing habits for carbonated soft drinks – Any purchase, by generation, April 2014
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- Figure 98: Purchasing habits for carbonated soft drinks – More, by generation, April 2014
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- Figure 99: Purchasing habits for carbonated soft drinks – More, by gender, April 2014
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- Figure 100: Purchasing habits for carbonated soft drinks – Any purchase, by gender, April 2014
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- Figure 101: Purchasing habits for carbonated soft drinks – Any purchase, by age, April 2014
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- Figure 102: Purchasing habits for carbonated soft drinks – More, by age, April 2014
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- Figure 103: Purchasing habits for carbonated soft drinks – More, by age and household income, April 2014
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- Figure 104: Purchasing habits for carbonated soft drinks – More, by presence of children in household, April 2014
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- Figure 105: Purchasing habits for carbonated soft drinks – Any purchase, by presence of children in household, April 2014
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- Figure 106: Purchasing habits for carbonated soft drinks – Any purchase, by race and Hispanic origin, April 2014
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- Figure 107: Purchasing habits for carbonated soft drinks – More, by race and Hispanic origin, April 2014
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- Figure 108: Carbonated soft drink purchasing attributes, by presence of children in household, April 2014
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- Figure 109: Carbonated soft drink purchasing attributes, by generation, April 2014
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- Figure 110: Time of day for carbonated soft drink consumption – Morning, by gender, April 2014
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- Figure 111: Time of day for carbonated soft drink consumption – Morning, by age, April 2014
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- Figure 112: Time of day for carbonated soft drink consumption – Evening, by age, April 2014
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- Figure 113: Occasions for carbonated soft drink consumption – With lunch, by race and Hispanic origin, April 2014
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- Figure 114: Occasions for carbonated soft drink consumption – With dinner, by gender, April 2014
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- Figure 115: Occasions for carbonated soft drink consumption – As a snack on its own, by age, April 2014
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- Figure 116: Occasions for carbonated soft drink consumption – With lunch, by age, April 2014
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- Figure 117: Occasions for carbonated soft drink consumption – As a treat, by age, April 2014
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- Figure 118: Occasions for carbonated soft drink consumption – With dinner, by age, April 2014
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- Figure 119: Occasions for carbonated soft drink consumption – With a snack, by age, April 2014
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- Figure 120: Occasions for carbonated soft drink consumption – With dinner, by race and Hispanic origin, April 2014
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- Figure 121: Occasions for carbonated soft drink consumption – With a snack, by race and Hispanic origin, April 2014
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- Figure 122: Reasons for purchasing carbonated soft drinks, by generation, April 2014
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- Figure 123: Attitudes toward carbonated soft drink varieties, April 2014
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- Figure 124: Attitudes toward carbonated soft drink varieties – Any agree, by gender, April 2014
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- Figure 125: Attitudes toward carbonated soft drink varieties – Any agree, by generation, April 2014
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- Figure 126: Attitudes and behaviors toward carbonated soft drinks, by generation, April 2014
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- Figure 127: Attitudes and behaviors toward carbonated soft drinks, by race and Hispanic origin, April 2014
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Appendix: Social Media—Carbonated Soft Drinks
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- Brand usage or awareness
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- Figure 128: Brand usage or awareness, April 2014
- Figure 129: Coca-Cola usage or awareness, by demographics, April 2014
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- Figure 130: Diet Pepsi usage or awareness, by demographics, April 2014
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- Figure 131: Sprite usage or awareness, by demographics, April 2014
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- Figure 132: Fanta usage or awareness, by demographics, April 2014
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- Figure 133: Mountain Dew usage or awareness, by demographics, April 2014
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- Figure 134: Dr Pepper Ten usage or awareness, by demographics, April 2014
- Activities done
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- Figure 135: Activities done, April 2014
- Figure 136: Coca-Cola – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 137: Coca-Cola – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
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- Figure 138: Coca-Cola – Activities done – I follow/like the brand on social media because, by demographics, April 2014
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- Figure 139: Coca-Cola – Activities done – I have researched the brand on social media to, by demographics, April 2014
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- Figure 140: Diet Pepsi – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 141: Diet Pepsi – Activities done – I have researched the brand on social media to, by demographics, April 2014
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- Figure 142: Sprite – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 143: Sprite – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
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- Figure 144: Sprite – Activities done – I have researched the brand on social media to, by demographics, April 2014
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- Figure 145: Fanta – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 146: Fanta – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
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- Figure 147: Fanta – Activities done – I have researched the brand on social media to, by demographics, April 2014
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- Figure 148: Mountain Dew – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 149: Mountain Dew – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
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- Figure 150: Mountain Dew – Activities done – I have researched the brand on social media to, by demographics, April 2014
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- Figure 151: Dr Pepper Ten – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 152: Dr Pepper Ten – Activities done – I have researched the brand on social media to, by demographics, April 2014
- Key social media metrics
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- Figure 153: Key social media metrics – Coca-Cola, May 2014
- Figure 154: Key social media metrics – Sprite, May 2014
- Figure 155: Key social media metrics – Mountain Dew, May 2014
- Figure 156: Key social media metrics – Fanta, May 2014
- Figure 157: Key social media metrics – Diet Pepsi, May 2014
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- Figure 158: Key social media metrics – Dr Pepper TEN, May 2014
- Online conversations
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- Figure 159: Online conversations for selected carbonated soft drinks, by day, May 23, 2013-May 22, 2014
- Figure 160: Online conversations for selected carbonated soft drinks, by page type, May 1, 2013-April 30, 2014
- Figure 161: Topics of conversation around selected carbonated soft drinks brands, May 1, 2013-April 30, 2014
Appendix: Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix: Trade Associations
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