This Packaged Facts report, U.S. Beverage Market Outlook 2020: Grocery Shopping & Personal Consumption in the Coronavirus Era, focuses on the market for selected packaged beverage products sold to consumers in the United States through retail channels. All retail distribution channels are covered, including supermarkets and grocery stores, mass merchandisers and supercenters, warehouse clubs, specialty food stores, health/natural food stores, convenience stores, drugstores, dollar stores, and direct sales channels such as online and mail order. Market size data are provided at the retail sales level for 2014-2019 and projections are provided for 2020-2024.
Product categories covered in detail include:
- carbonated beverages
- coffee
- dairy alternatives
- dairy beverages
- energy and sports drinks
- juice
- tea
- water (bottled and enhanced)
Alcoholic beverages are excluded from this report.
Methodology
The information in this report was obtained from both primary and secondary research. Primary research included consultation with industry sources and on-site examination of retail stores. Secondary research entailed gathering data from relevant trade, business, and government sources, as well as company promotional literature and annual reports. Estimates of market size and company performance are based on various sources including reported revenues of product manufacturers and retailers, relevant publications, and other market research sources. The analysis in this report also draws, as a background source, on retail sales tracking data as available from IRI and Nielsen (for mass-market channels), and SPINS (for the natural channel).
Our consumer analysis draws on national consumer survey data licensed by MRI-Simmons. On a quarterly basis, Simmons releases 12-month aggregations of booklet-based survey results from a large and random sample (approximately 25,000 for each quarterly release) that accurately represents the U.S. population on demographic indicators such as race and gender. This database allows for historical trending and detailed consumer profiles across various demographic and psychographic measures as well as product and service categories.
- Executive Summary
- COVID-19 Impacting Near Term Trends in 2020
- E-Commerce Sales Growing Rapidly but Still Small
- Key Ingredient-Based Product Trends
- Plant-Based
- Less Sugar/Calories
- Functional Ingredients Focus on Wellness and Performance
- Key Marketing-Based Product Trends
- Sustainable Packaging
- Small Brands Help Drive Innovation
- Key Consumer-Driven Product Trends
- Hybrid Drinks
- Socially Conscious Consumption
- Scope
- Methodology
- Overview
- Beverage Manufacturing Outlook
- Table Beverage Manufacturing at Manufacturers' Level Value by Product, 2009, 2014, 2019, and 2024 (billion dollars)
- Beverage Retail Sales Forecast
- Table Retail Sales by Top Beverage Categories, 2014, 2019-2024P (million dollars)
- Distribution Trends
- E-Commerce Sales
- Grocery Delivery
- Table Online Grocery Delivery Service Use Share by Provider and Frequency, 2017-2019
- Brick-and-Mortar Retailers Enhance Omni-Channel Shopping Experience
- Table Click-and-Collectors, 2018 vs. 2019 (percent)
- Table Click-and-Collect: Store Used for Last Pick Up, 2018 vs. 2019 (percent)
- Instacart Enhances Pickup Service
- Coronavirus Is Changing Uses of Grocery Fulfillment Methods
- Milkman Gets a Boost from Coronavirus
- New Breed of Direct-to-Consumer Sales
- Retail Channels
- Table U.S. Retail Channel Shares by Top Beverage Categories, 2019 (percent)
- Beverage Manufacturing Outlook
- Beverage Trend Spotlights
- Ingredient-Based Trends
- Plant-Based
- Less Sugar/Calories
- Functional Ingredients Focus on Wellness and Performance
- Clean-Label, Energy, and Hydration
- Flavor Forward
- Processes Deliver Benefits
- CBD-Infused Beverages
- Hard Beverages
- Marketing-Based Trends
- Upscale: The Hottest Private Label Tier
- Small Brands Help Drive Innovation
- Product Collaboration Creates Win-Win Opportunities
- Differentiation Through Packaging
- Priorities in Packaging Features
- Table Consumer Insights: Opinions on Food/Beverage Packaging Features, 2019 (percent of respondents)
- Sustainability
- Reusable
- On-the-Go Consumption
- Packaging Integrated Into Marketing
- Priorities in Packaging Features
- Consumer-Driven Trends
- Hybrid Drinks
- Socially Conscious Consumption
- Instagrammable Beverages
- Healthier Kids Beverages
- Ingredient-Based Trends
- Bottled and Enhanced Waters
- Scope
- The Market
- Coronavirus Impact
- Retail Sales of Bottled and Enhanced Water $20 Billion in 2019
- Market Nearly $27 Billion by 2024
- Volume Sales
- Table Bottled and Enhanced Water Retail Sales, 2014-2024 (million dollars and million gallons)
- Category Sales
- Table Bottled and Enhanced Water Retail Sales: By Segment, 2016-2019 (million dollars)
- Growth Opportunities
- Competitors
- Private Label, Nestlé, Coca-Cola, and PepsiCo Control Over 50% of the Market
- Table Selected Marketers and Brands of Bottled and Enhanced Waters
- Merger & Acquisition Activity
- Private Label, Nestlé, Coca-Cola, and PepsiCo Control Over 50% of the Market
- New Product Trends
- Enhanced Functionality
- Packaging
- CBD-Infused Beverages
- Hybrid Drinks
- Plant-Based Water
- Flavor-Focused Waters
- Collagen Waters
- Hard Seltzers
- Kids Waters
- Ingredient-Focused Healthier Waters
- Consumer Trends
- Consumers Drink Still Over Sparkling Water by a Wide Margin
- Table Consumption Rates for Bottled Water, 2008-2018 (percent of adults)
- People Overwhelmingly Prefer Unflavored Still Water; More Prefer Flavored Sparkling Beverages
- Table Types of Bottled Water Drunk Most Often, 2009-2019 (percent of U.S. adults who drink bottled water)
- Still Water Drinkers Don't Drink That Much
- Table Glasses of Still Bottled Water Drunk in Last 7 Days, 2009-2019 (percent of U.S. adults who drink still bottled water)
- Sparkling Beverage Drinkers Don't Drink Much Either
- Table Glasses of Sparkling Waters/Seltzers/Natural Sodas Drunk in Last 7 Days, 2009-2019 (percent of U.S. adults who drink sparkling waters/seltzers/natural sodas)
- Consumers Drink Still Over Sparkling Water by a Wide Margin
- Carbonated Beverages
- Scope
- The Market
- Coronavirus Impact
- Retail Sales of Carbonated Beverages Near $41 Billion in 2019
- Market to Reach $45 Billion by 2024
- Volume Sales
- Table Carbonated Beverage Retail Sales, 2014-2024 (million dollars and million 1.5 gallon equivalents)
- Category Sales
- Table Carbonated Beverage Retail Sales by Segment, 2016-2019 (million dollars)
- Key Opportunities for Future Growth
- Competitors
- Coca-Cola, PepsiCo, and Keurig Dr Pepper Control About 90% of Market
- Table Selected Marketers and Brands of Carbonated Beverages
- Merger & Acquisition Activity
- Coca-Cola, PepsiCo, and Keurig Dr Pepper Control About 90% of Market
- New Product Trends
- Hybrid Drinks Create Healthier and Functional Sodas
- Sugar Reduction
- Craft Sodas
- CBD-Infused Sodas
- More Sustainable Packaging
- Flavor Exploration
- Consumer Trends
- Carbonated Beverage Consumption Continue to Decline
- Table Consumption Rates for Carbonated Beverages, 2009-2019 (percent of adults)
- Regular Non-Cola Drinkers Consume the Most
- Table Glasses of Selected Carbonated Beverages Drunk in Last 7 Days, 2009-2019 (percent of U.S. adults that drink selected carbonated beverages)
- Key Demographic Differences Among Coca-Cola Classic and Coco-Cola Zero Sugar Drinkers
- Table Demographic Characteristics of Coca-Cola Classic and Coca-Cola Zero Drinkers, 2019 (Index)
- Carbonated Beverage Consumption Continue to Decline
- Coffee and Ready-to-Drink Coffee
- Scope
- The Market
- Coronavirus Impact
- Retail Sales of Coffee and Ready-to-Drink Coffee Near $15 Billion in 2019
- Market Over $17 Billion in 2024
- Volume Sales
- Table Coffee Retail Sales, 2014-2024 (million dollars and million ounces)
- Category/Segment Sales
- Table Coffee Retail Sales: By Segment, 2016-2019 (million dollars)
- Key Opportunities for Future Growth
- Competitors
- Five Companies Control the Majority of the Market
- Table Selected Marketers and Brands of Coffee
- Merger & Acquisition Activity
- Five Companies Control the Majority of the Market
- New Product Trends
- Enhanced Functionality Focuses on Wellness
- Plant-Based
- Hybrid Drinks
- CBD-Infused Beverages
- Hard Coffee
- Packaging
- At Home Coffee Shop Experience
- Craft Coffee
- Sugar Reduction
- Consumer Trends
- Most Coffee Drinkers Prefer Ground/Whole Bean
- Table Consumption Rates for Coffee Segments, 2009-2019 (percent of households)
- Single-Serve Pods Have Grown at Expense of Ground and Whole Bean
- Table Forms of Ground/Whole Bean Coffee Drunk Most Often, 2009-2019 (percent of U.S. households that drink ground/whole bean coffee)
- Coffee Drinkers Overwhelmingly Prefer Caffeinated
- Table Type of Ground/Whole Bean and Instant Coffee Drunk Most Often, 2009-2019 (percent of U.S. households that drink ground/whole bean and instant coffee)
- Coffee Drinkers Overwhelmingly Prefer Unflavored Over Flavored Coffee
- Table Flavor of Ground/Whole Bean Coffee Drunk Most Often, 2017-2019 (percent of U.S. households that drink ground/whole bean coffee)
- Coffee Consumption on the Rise
- Table Cups of Ground Coffee (Regular or Decaf) Drunk Per Day, 2009-2019 (percent of U.S. households that drink ground coffee)
- On-The-Go Coffee Drinkers Prefer Coffee Shops
- Table Where Adults Get Coffee On-The-Go, 2016-2019 (percent of U.S. adults that got coffee on-the-go in the last 7 days)
- Most Coffee Drinkers Prefer Ground/Whole Bean
- Dairy and Dairy Alternative Beverages
- Scope
- The Market
- Coronavirus Impact
- Retail Sales of Dairy and Dairy Alternative Beverages About $24 Billion in 2019
- Market to Reach $25 Billion in 2024
- Table Dairy and Dairy Alternative Beverages Retail Sales, 2014-2024 (million dollars)
- Volume Sales
- Table Dairy and Dairy Alternative Beverages Market Retail Sales, 2014-2024 (million pints)
- Category and Segment Sales
- Table Dairy and Dairy Alternative Beverages Retail Sales: By Segment, 2016-2019 (million dollars)
- Key Opportunities for Future Growth
- Competitors
- Dean Foods and Private Label Controlled Dairy Milk Market in 2019
- Table Selected Marketers and Brands of Dairy and Dairy Alternative Beverages
- Merger & Acquisition Activity
- Dean Foods and Private Label Controlled Dairy Milk Market in 2019
- Product Highlight: Dairy Alternative Beverages
- Oats Still Hot
- Added Protein
- Enhanced with Omega-3
- Added Energy
- Quinoa Milk
- Animal-Free Milk
- New Product Trends
- Enhanced Functional Benefits
- Blends
- Indulgent Flavors
- Creamers Ride Coffee's Wave
- Enhanced Kids Milk
- Consumer Trends
- Consumption of Milk Alternatives Increasing While Milk Is Decreasing
- Table Consumption Rates for Dairy and Dairy Alternative Beverages, 2009-2019 (percent of U.S. households)
- 2% and Whole Milk Preferred by Consumers Most
- Table Kind of Milk Consumed Most Often, 2009-2019 (percent of U.S. households that drink milk)
- Organic and Lactose-Free Gaining Popularity but Remaining Niche
- Table Type of Milk Consumed Most Often, 2009-2019 (percent of U.S. households that drink milk)
- Households Drinking One Glass of Milk a Day or Fewer Are Increasing
- Table Glasses of Milk Consumed by Household on Average Day, 2009-2019 (percent of U.S. households that drink milk)
- Milk Alternatives Dominated by Almond Milk
- Table Type of Non-Dairy Milk Alternatives Consumed Most Often, 2015-2019 (percent of U.S. adults that drink non-dairy milk alternatives)
- Most Coffee Creamer Users Prefer Liquid, Regular, and French Vanilla Varieties
- Table Forms, Types, and Flavors of Coffee Creamers Used Most Often, 2009-2019 (percent of U.S. households that use coffee creamers)
- Consumption of Milk Alternatives Increasing While Milk Is Decreasing
- Energy and Sports Drinks
- Scope
- The Market
- Coronavirus Impact
- Retail Sales of Energy and Sports Drinks Approach $24 Billion in 2019
- Market to Approach $32 Billion by 2024
- Volume Sales
- Table Energy and Sports Drinks Retail Sales, 2014-2024 (million dollars and million ounces)
- Category and Segment Sales
- Table Energy and Sports Drinks Retail Sales: By Segment, 2016-2019 (million dollars)
- Key Opportunities for Future Growth
- Competitors
- Four Companies Control Majority of the Market
- Table Selected Marketers and Brands of Energy and Sports Drinks
- Merger & Acquisition Activity
- Four Companies Control Majority of the Market
- New Product Trends
- Enhanced Functionality
- Hybrid Drinks
- Clean Energy and Hydration
- CBD-Infused Beverages
- Consumer Trends
- Sports and Energy Drinks Below Peak Consumption Levels
- Table Consumption Rates for Energy Drinks/Shots and Sports Drinks, 2009-2019 (percent of adults)
- Energy Drinks Rise and Shots Fall
- Table Forms of Energy Drinks/Shots Drunk, 2014-2019 (percent of U.S. adults who drink energy drinks/shots)
- Energy Drinkers Consume More Than Sports Drinkers
- Table Number of Energy Drinks/Shots and Sports Drinks Drunk in Last 30 Days, 2009-2019 (percent of U.S. adults who drink energy drinks/shots and sports drinks)
- Monster Continues to Outpace Competition
- Gatorade Continues to Dominates Sports Drinks
- Sports and Energy Drinks Below Peak Consumption Levels
- Juices
- Scope
- The Market
- Coronavirus Impact
- Retail Sales of Juices Decline to $18.5 Billion in 2019
- Market Below $18 Billion in 2024
- Volume Sales
- Table Juice Retail Sales, 2014-2024 (million dollars and million ounces)
- Category Sales
- Table Juice Market Retail Dollar Sales by Segment, 2016-2019 (million dollars)
- Key Opportunities for Future Growth
- Competitors
- Coca-Cola and PepsiCo Lead Market
- Table Selected Marketers and Brands of Juices
- Merger & Acquisition Activity
- Coca-Cola and PepsiCo Lead Market
- New Product Trends
- Enhanced Functionality Focuses on Wellness
- Sugar Reduction
- Flavor-Focused Juices
- Hybrid Drinks
- Better-For-You Kids' Juice
- CBD-Infused Juices
- Hard Juices
- Consumer Trends
- Traditional Juice Consumption Declines
- Table Consumption Rates for Juices by Product, 2009-2019 (percent of U.S. households)
- OJ Drinkers: Increasingly Prefer Plastic Jugs and Glass Bottles Over Cartons
- Table Package Type of Orange Juice Drunk Most Often, 2009-2019 (percent of U.S. adults that drink orange juice)
- OJ Drinkers Don't Consume That Much
- Table Glasses of Orange Juice Drunk by Household on Average Day, 2009-2019 (percent of U.S. households that drink orange juice)
- Other Fruit Juice/Drink Consumers: Most Prefer Glass Bottles and Plastic Jugs
- Table Package Types of Other Fruit Juices/Drinks Drunk Most Often, 2009-2019 (percent of U.S. households that drink other fruit juices/drinks)
- Other Fruit Juices/Drinks: Apple and Cranberry Favorite Flavors but Lemonade Fastest Growing
- Table Flavors of Other Fruit Juices/Drinks Drunk Most Often, 2009-2019 (percent of U.S. households that drink other fruit juices/drinks)
- Other Fruit Juice/Drink Drinkers Don't Consume That Much
- Table Glasses of Other Fruit Juices/Drinks Drunk by Household on Average Day, 2009-2019 (percent of U.S. households that drink other fruit juices/drinks
- Traditional Juice Consumption Declines
- Tea and Ready-to-Drink Tea
- Scope
- The Market
- Coronavirus Impact
- Retail Sales of Tea and Ready-to-Drink Tea Over $8 Billion in 2019
- Market to Exceed $9 Billion by 2024
- Volume Sales
- Table Tea and RTD Tea Retail Sales, 2014-2024 (million dollars and million ounces)
- Category and Segment Sales
- Table Tea and RTD Tea Retail Sales by Segment, 2016-2019 (million dollars)
- Key Opportunities for Future Growth
- Competitors
- Five Companies Lead Market
- Table Selected Marketers and Brands of Teas
- Merger & Acquisition Activity
- Five Companies Lead Market
- New Product Trends
- Enhanced Functionality Focuses on Wellness
- Organic Is a Driver of Clean Label
- Hybrid Drinks
- Kombucha Has Been Hot
- Sugar Reduction
- More Sustainable Packaging
- CBD-Infused Beverages
- Hard Teas
- Brewing Methods
- Consumer Trends
- Despite Declines, Most People Still Prefer Tea Bags
- Table Consumption Rates for Tea, 2009-2019 (percent of households)
- Tea (Bags/Packages)
- Table Purpose for Using Tea (Bags/Packages), 2009-2019 (percent of U.S. households that drink tea from bags/packages)
- Table Flavor of Tea Drunk Most Often, 2009-2019 (percent of U.S. households that drink tea from bags/packages)
- Table Cups of Tea Drunk by Household on Average Day, 2009-2019 (percent of U.S. households that drink tea from bags/packages)
- RTD Iced Tea
- Table Type of RTD Iced Tea Drunk Most Often, 2009-2019 (percent of U.S. adults that drink RTD iced tea)
- Despite Declines, Most People Still Prefer Tea Bags
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