2013 U.S. Beverage Trends

Published in CSP Daily News

Changes in what we drink and why

LONDON -- A new survey shows 4 in 10 food or snack consumers will choose a beverage just because it’s within arm’s reach on shelf. The new data comes from Kantar Worldpanel, which maintains one of the largest continuous consumer survey panels in the world.

More results from the recently analyzed top trends driving the U.S. Beverage market:

Evolution of Needs

Consumers begin drinking beverages to fulfill needs beyond the primary ones of thirst and replenishment.

  • 2006 Trend: Thirst/Replenishment & Taste
  • 2012 Trend: Food Accompaniment & Thirst

In the latest study, food accompaniment accounts for 4% more beverage occasions than it did in 2010.

Data Points

  • 1.7 million consumers are juicing their own 100% fruit juice within the home. This is a 26% growth vs. 2011 (+400,000 consumers)
  • Tap water is the No. 1 beverage consumed in the average week.
  • Dairy milk is the top beverage consumed by kids under 18, cited by 85% of consumers.
  • Soda is the top beverage consumed for a fun treat, reaching 58% of consumers.
  • Tap water is the top beverage consumed for nutrition, reaching 49% of consumers.
  • White milk and fruit juice are secondary categories consumed for nutrition, both declining within recent years.
  • Hot coffee is the top beverage consumed for energy, reaching 52% of consumers.
  • 50% of all beverage occasions are driven by the need to hydrate.
  • Soda is the top beverage consumed for food accompaniment, reaching 52% of consumers.
  • The need to relax is the fastest-growing driver of beverages. More than 28 million more consumers are drinking beverages for this reason vs. 2010 (27% increase).
  • Tap water and tea are top beverages consumed for relaxation, cited by 30% of consumers.
  • Brew-it-yourself formats of tea have grown rapidly within the home vs. 2010. More than 9 million consumers are brewing their own iced tea within the home via tea bags and powders.