Consumer Groups and Consumption Details of the Category Beverage Landscape

The Way of Shopper Marketing Classified - Internal use1

Consumer Groups and Consumption Details of the Category Beverage

Landscape

David Schmidt - Group Director, Portfolio Insights & Trends, Marketing Knowledge and Insights

[email protected]

5W Analysis

of Beverage

Categories

Classified - Internal use

5W Analysis


The 5W analysis is an evaluation of the “Who, What, Where, When and Why” of beverage consumption for a particular segment within the CBL study. The segment can be defined by Category, Brand, Occasion, Need, or Demographic.

The intent of this analysis is to contextualize, at a high level, the situational attributes surrounding beverage consumption and also examine the needs that underpin it. We do this by examining the following key metrics:

5 W’s Key Metrics associated (USA CBL 2011 database)

WHO • Age Groups• Ethnicity• Gender• Income

WHAT/WHERE • Combination of Activity and Location Nets• CCNA Occasions – High level Nets; Subnets

WHEN • Day part / Day of WeekWHY • GBL Needstates

*Protein/Yogurt/Meal Repl/Nutritional Drinks & Smoothies


EXECUTIVE SUMMARY: WHO

Green Metrics have an index of >120 ; Grey Metrics are one of the biggest in size Volume-wise & have an index < 110 & >80 .Black Metrics have an index between 110 & 120. To be mentioned, metrics must have at least 3% of volume.

Age Ethnic Group Gender IncomeKey Opportunities that are over-indexed to Total Beverages

Reg. SSD • 12-24 yrs • Blacks, Hispanics • Male • < $35,000Diet SSD • 35-64 yrs • White • Female • > $150,000

Freshly Prep’d Coffee

• 50-69 yrs • White • Female • $75,000-$150,000

Freshly Prep’d Tea

• 35-49 yrs • White • Female • $35,000-$150,000

RTD Tea(Bottle/Can)

• 35-64 yrs • Blacks • Male • $35,000-$75,000

Plain Packg’d Water

• 12-24 yrs • Blacks, Hispanics • Female • < $35,000

Enhanced/Flavored

Water

• 12-18 yrs • White • Female • > $150,000

Juice Drink/Ade • 12-24 yrs • Blacks • Female • < $35,000

100% Juice • 12-18 yrs • Asians, Blacks, Hispanics

• Male • $35,000-$150,000

Sports Drinks • 12-24 yrs • Hispanics • Male • $35,000-$150,000

Energy Drinks • 12-34 yrs • Hispanics • Male • $35,000-$75,000

Milk/Dairy Alternative

• 12-24 yrs • Asian • Male • $35,000-$150,000

Nutritional Drinks*

• 12-24 yrs • Asians, Blacks, Hispanics

• Female • > $150,000

Tap Water • 65-69 yrs • Asian • Male • $75,000-$150,000

Alcohol • 25-49 yrs • White • Male • > $75,000

WHO?

*Protein/Yogurt/Meal Repl/Nutritional Drinks & Smoothies Index vs. Total Beverages.Dark Green Cells have an index > 120; Red Cells have an index of <80. To be shaded, cells must contain at least 3% of volume.

Source: 2011 CBL; Total Sample 12-69


Still categories over-index among Teens, Young Adults, AfricanAmericans, and Latinos. Whites form majority of consumerbase for all categories.R

eg. SSD

Diet SSD

Freshly

Prep’dCoffee


RTD Tea(Bottle/Can)


Enhanced/

Flavored

Water

Juice Drink/Ade

100% Juice

Sports Drinks

Energy Drinks

Milk/DairyAlternative

Nutritional Drinks*

Tap Water

Alcohol

CBLVolume(MM EqCases)

5,093 2,170 3,198 1,258 671 2,078 207 1,499 772 819 230 1,153 170 10,385 4,748

Age 12-18 17.4% 4.8% 1.8% 7.1% 12.5% 14.3% 20.6% 23.1% 19.8% 33.2% 22.8% 25.5% 19.7% 10.5% -19-24 16.0% 5.0% 4.9% 7.6% 12.1% 14.8% 13.2% 14.7% 13.3% 16.9% 17.9% 14.2% 16.3% 12.1% 9.1%25-34 20.9% 17.0% 11.7% 14.7% 15.9% 18.4% 16.3% 16.0% 19.8% 19.7% 30.9% 15.1% 18.5% 18.6% 23.5%35-49 27.2% 36.2% 31.2% 30.8% 30.7% 29.1% 24.6% 24.5% 23.2% 20.5% 20.9% 22.6% 24.9% 27.6% 36.1%50-64 16.6% 31.7% 40.9% 34.5% 25.6% 20.3% 22.4% 18.5% 20.2% 9.2% 6.4% 19.0% 16.4% 25.5% 27.6%65-69 1.8% 5.4% 9.4% 5.2% 3.2% 3.1% 2.9% 3.3% 3.8% 0.6% 1.1% 3.7% 4.2% 5.8% 3.8%

Ethnic Group

Asian 2.2% 3.6% 3.3% 5.3% 4.0% 4.3% 3.1% 2.2% 4.9% 2.6% 4.1% 5.1% 5.7% 4.9% 2.7%Black 16.2% 3.2% 6.5% 9.7% 18.1% 16.0% 14.0% 32.9% 19.7% 13.7% 7.2% 9.8% 16.1% 12.2% 10.4%Latino 18.4% 7.4% 11.2% 9.0% 11.0% 26.9% 12.4% 15.7% 22.5% 23.8% 21.2% 16.9% 24.6% 11.6% 14.2%White 60.2% 83.8% 76.1% 73.5% 64.2% 50.6% 69.2% 46.3% 48.5% 58.6% 63.8% 65.5% 50.7% 67.9% 70.9%Other 3.0% 2.0% 3.0% 2.5% 2.7% 2.3% 1.3% 2.9% 4.4% 1.3% 3.7% 2.8% 3.0% 3.5% 1.8%

Sample Size

6,236 3,505 7,107 3,954 1,126 5,237 8,77 1,607 4,778 1,498 4,96 5,505 849 11,036 3,300

WHO?




Healthy beverage Categories- Diet SSD, Enhanced Water and Nutritional drinks over-index for the higher income group

Reg. SSD

Diet SSD



RTD Tea(Bottle/Can)


Enhanced/Flavored Water

Juice Drink/Ade

100% Juice

Sports Drinks

Energy Drinks


Nutritional Drinks*

Tap Water

Alcohol

CBLVolume (MM

EqCases)

5,093 2,170 3,198 1,258 671 2,078 207 1,499 772 819 230 1,153 170 10,385 4,748

Gender

Male 60.7% 50.1% 51.1% 46.6% 56.8% 46.6% 50.2% 47.6% 57.8% 74.9% 74.7% 55.4% 42.4% 52.2% 74.2%

Female

39.3% 49.9% 48.9% 53.5% 43.2% 53.4% 49.8% 52.4% 42.2% 25.1% 25.3% 44.6% 57.6% 47.8% 25.9%

Income

<$35K 39.5% 22.9% 29.0% 29.5% 28.8% 33.7% 20.1% 41.8% 32.1% 27.5% 29.5% 31.6% 27.2% 28.6% 23.8%

$35K -$75K

32.8% 31.7% 31.9% 31.9% 35.8% 31.5% 35.0% 32.0% 34.5% 33.8% 38.1% 32.6% 34.7% 31.7% 33.2%

$75K-$150K

23.9% 36.7% 32.0% 31.6% 28.5% 29.2% 36.9% 22.7% 27.3% 32.2% 27.4% 29.5% 29.2% 32.3% 35.7%

>$150K

3.8% 8.7% 7.1% 7.0% 6.9% 5.6% 8.0% 3.5% 6.1% 6.5% 5.0% 6.3% 8.9% 7.4% 7.3%

Sample Size 6,236 3,505 7,107 3,954 1,126 5,237 8,77 1,607 4,778 1,498 4,96 5,505 849 11,036 3,300

Green Metrics have an index of >120 ; Grey Metrics are one of the biggest in size Volume-wise & have an index < 110 & >80 .Black Metrics have an index between 110 & 120. To be mentioned, metrics must have at least 3% of volume.*Protein/Yogurt/Meal Repl/Nutritional Drinks & Smoothies


EXECUTIVE SUMMARY: WHAT/WHERE/WHEN

Activity Location Weekday/Weekend

Daypart

Key Opportunities that are over-indexed to Total BeveragesReg. SSD • With Food • At Home • Weekday • Early EveningDiet SSD • With Food • Away from Home • Weekday • Midday-Afternoon


• Without Food • At Home • Weekday • Early-Midmorning


• With Food • At Home • Weekday • Early Evening

RTD Tea(Bottle/Can)

• Without Food • At Home • Weekday • Midday-Early Evening


• Without Food • Away from Home • Weekday • Afternoon

Enhanced/Flavored

Water

• Without Food • Away from Home • Weekday • Midday-Afternoon

Juice Drink/Ade • With Food • At Home • Weekday • Early Evening-Nighttime

100% Juice • With Food • At Home • Weekday • Early-Midmorning

Sports Drinks • Without Food • Away from Home • Weekday • Afternoon

Energy Drinks • Without Food • Away from Home • Weekday • Midmorning-Afternoon


• With Food • At Home • Weekday • Early-Midmorning

Nutritional Drinks*

• With Food • At Home • Weekday • Earlymorning-Midday

Tap Water • Without Food • At Home • Weekday • Midday-Afternoon

Alcohol • Without Food • At Home • Weekend • Early Evening-Nighttime

The majority of Juices and Dairy Alternatives areconsumed with food in contrast to the other categories

42.6%33.7%

43.2%

11.5%

70.2%

45.6%

26.1% 24.4%

51.8%57.4%

66.3%56.8% 60.2%

75.1% 73.9%

51.9%

29.8%40.4%

82.4%88.6%

54.4%

74.0% 75.6%

Activity Nets:With/Without

Food

Consumed With Food

Not Consumed with Food

WHAT?WHERE?

*Protein/Yogurt/Meal Repl/Nutritional Drinks & SmoothiesClassified - Internal

useSource: 2011 CBL; Total Sample 12-69

59.6%

48.2%39.8%

24.9% 26.1%17.6%

All Beverage categories are consumed mostly at home exceptSport and Energy Drinks which are evenly distributed

69.4%64.1%

75.3% 76.3% 75.4%65.6% 64.5%

80.9% 85.2%

52.0% 51.1%

86.2%

70.4% 75.1% 75.6%

30.6%35.9%

24.7% 23.7% 24.6%34.4% 35.5%

19.1% 14.8%

48.1% 48.9%

13.9%

29.6% 24.9% 24.4%

Location Nets:At/Away from

Home

Consumed At Home

Consumed Away from Home

WHAT?WHERE?

*Protein/Yogurt/Meal Repl/Nutritional Drinks & SmoothiesClassified - Internal

useSource: 2011 CBL; Total Sample 12-69

All Beverage categories, with the exception ofAlcohol, are mostly consumed on WeekdaysWHEN

?

60.6% 64.3% 68.5% 64.3% 61.5%68.0% 67.8% 64.3% 65.8% 69.1%

63.0% 67.5% 69.5% 67.0%

51.1%

39.4% 35.7% 31.5% 35.7% 38.5%32.0% 32.2% 35.7% 34.2% 30.9%

37.0% 32.5% 30.5% 33.0%

49.0%

Weekday/Weekend

Weekday

Weekend *Protein/Yogurt/Meal Repl/Nutritional Drinks &

SmoothiesClassified - Internal use


Reg. SSD and Alcohol over index for the later part of the daywhile other categories over index during the early part

WHEN?

Daypart Re

g.

SSD

Diet

SS

DFr

eshl

y Pr

ep’d

Coffe

eFr

eshl

y Pr

ep’d

Te

aRT

DTe

a(Bo

ttle/

Can)

Plai

n Pa

ckg’

dW

ater

Enha

nced

/Fl

avor

ed

Wat

erJu

ice

Drin

k/Ad

e10

0%

Juice

Spor

ts

Drin

ksEn

ergy

Dr

inks

Milk

/Da

iryAl

tern

ati

veNu

tritio

nal

Drin

ks*

Tap

Wat

erAl

coh

ol

2.6%

3.2%

18.0%

4.9%

2.9%

5.9%

2.9%

3.7%

11.9%

2.3%

5.5%

10.2%

9.8%

6.4%

1.2%

6.9%

10.0%

43.8%

13.8%

9.0%

12.4%

11.1%

10.6%

30.3%

7.7%

17.7%

25.8%

26.6%

13.9%

1.5%

18.1%

21.7%

17.6%

18.2%

19.8%

19.5%

20.0%

15.9%

17.2%

18.6%

20.0%

17.8%

21.9%

18.4%

3.9%

21.0%

21.8%

8.5%

17.9%

19.6%

23.8%

24.4%

17.9%

12.4%

27.0%

21.9%

9.9%

16.8%

20.2%

10.2%

26.6%

23.7%

7.0%

24.6%

26.2%

19.8%

21.0%

25.2%

14.8%

25.7%

18.4%

19.3%

13.6%

20.3%

29.6%

24.8%

19.7%

5.1%

20.6%

22.6%

18.7%

20.6%

26.8%

13.4%

18.8%

16.7%

17.1%

11.4%

20.8%

53.6%

Sample Size

6,236

3,505

7,107

3,954

1,126

5,237

8,77

1,607

4,778

1,498

4,96

5,505

84911,036

3,300

nighttime 8pm-4am

early evening

5pm-8pm

afternoon2pm-5pm

midday11am-2pm

mid-morning8am-11am

early morning4am-8am

Dark Green Cells have an index > 120; Red Cells have an index of <80. To be shaded, cells must contain at least 3% of volume.

Source: 2011 CBL; Total Sample 12-69Classified - Internal use

*Protein/Yogurt/Meal Repl/Nutritional Drinks & Smoothies. Index vs. Total Beverages.

Green Metrics have an index of >120 ; Grey Metrics are one of the biggest in size Volume-wise & have an index < 110 & >80 .Black Metrics have an index between 110 & 120. To be mentioned, metrics must have at least 3% of volume.


EXECUTIVE SUMMARY: WHAT/WHERE & WHY

*Protein/Yogurt/Meal Repl/Nutritional Drinks & Smoothies

Occasions Nets Needstate NetsKey Opportunities that are over-indexed to Total Beverages

Reg. SSD Meals at Home, Meals Away, On the Go Sen. Pleasure & Food Enhancement, Energy/Stimulation, Hunger & Digestion, Having a Good Time

Diet SSD Meals at Home, Meals Away, On the Go Sen. Pleasure & Food Enhancement, Hunger & Digestion


Breakfast at Home, Break at Work/School Energy/Stimulation, Mental Renewal


Meals at Home, Meals Away Sen. Pleasure & Food Enhancement, Mental Renewal

RTD Tea(Bottle/Can)

Meals at Home, On the Go Sen. Pleasure & Food Enhancement


Break at Work/School, On the Go Routine Refreshment, Health Beauty & Nutrition


Break at Work/School, On the Go Health Beauty & Nutrition

Juice Drink/Ade Meals at Home Hunger & Digestion, Sen. Pleasure & Food Enhancement

100% Juice Breakfast at Home Health Beauty & NutritionSports Drinks Break at Work/School, Leisure Away, On the

GoEnergy/Stimulation, Active Replenishment, Health Beauty & Nutrition

Energy Drinks Break at Work/School, Leisure Away, On the Go

Confidence & Individuality, Energy/Stimulation, HealthBeauty & Nutrition


Breakfast at Home, Meals at Home Health Beauty & Nutrition

Nutritional Drinks*

Breakfast at Home, Breakfast Away, Leisure Away, On the Go

Health Beauty & Nutrition

Tap Water Break at Work/School Routine Refreshment, Health Beauty & Nutrition

Alcohol Leisure Away, Home Chill Out Having a Good Time, Comfort & Relaxation

Most of the NACB categories over index for Meals atHome. Home Chill Out is a major occasion of consumptionfor all categories.

WHAT?WHERE?




Reg. SSD

Diet SSD

Freshly

Prep’dCoffee


RTD Tea(Bottle/Can)



Juice Drink/Ade

100% Juice

Sports Drinks

Energy Drinks

Milk/DairyAlternative

Nutritional Drinks*

Tap Water

Alcohol

Occasions

% Volume

At Home 69.4% 64.1% 75.3% 76.3% 75.4% 65.6% 64.5% 80.9% 85.2% 52.0% 51.1% 86.2% 70.4% 75.1% 75.6%

1.4% 1.9% 19.6% 5.9% 2.0% 3.0% 1.4% 5.0% 31.4% 1.1% 1.9% 27.5% 18.3% 4.0% 0.5%

21.7% 17.2% 2.9% 17.6% 21.5% 8.7% 10.2% 23.6% 12.1% 6.2% 2.0% 19.6% 6.5% 10.9% 10.9%

46.3% 45.0% 52.9% 52.8% 51.9% 53.9% 52.9% 52.4% 41.8% 44.6% 47.2% 39.1% 45.6% 60.2% 64.2%

Sample Size 6,236 3,505 7,107 3,954 1,126 5,237 8,77 1,607 4,778 1,498 4,96 5,505 849 11,036 3,300

Sparkling over indexes for Meals Away, Water over indexes for Break at Work and most NACB categories over index for On the Go

WHAT?WHERE?




Reg. SSD

Diet SSD

Freshly Prep’dCoffee

Freshly

Prep’dTea

RTDTea(Bottle/Can)

Plain Packg

’dWater

Enhanced/Flavor ed Water

Juice Drink/Ade

100% Juice

Sports Drinks

Energy Drinks


Nutritional Drinks*

Tap Water

Alcohol

Occasions % VolumeAway From Home

30.6% 35.9% 24.7% 23.7% 24.6%

34.4%

35.5%

19.1%

14.8%

48.1%

48.9%

13.9%

29.6%

24.9%

24.4%

0.7% 1.8% 2.8% 0.9% 0.3% 0.6% 1.0% 0.4% 2.8% 0.2% 0.2% 2.1% 3.2% 0.4% 0.1%

7.5% 11.3% 12.2% 8.5% 8.5% 14.1%

14.9%

5.3% 3.8% 15.4%

21.2%

2.5% 8.7% 13.4%

1.7%

12.6% 13.4% 1.6% 9.6% 7.0% 4.5% 5.6% 7.4% 3.8% 4.0% 1.9% 5.4% 4.6% 4.0% 5.5%

3.4% 2.9% 2.6% 2.2% 2.8% 5.8% 4.7% 2.1% 1.7% 12.8%

8.0% 1.5% 6.9% 3.8% 15.3%

6.5% 6.4% 5.6% 2.5% 6.0% 9.5% 9.3% 3.9% 2.7% 15.6%

17.6%

2.3% 6.2% 3.2% 1.9%

Sample Size 6,236 3,505 7,107 3,954 1,126 5,237 8,77 1,607 4,778 1,498 4,96 5,505 849 11,036

3,300

Most categories over-index during eating occasions.Categories like Teas and Coffee also over-index duringleisure occasions

WHAT?WHERE?




Reg. SSD

Diet SSD


Freshly

Prep’d

Tea

RTDTea

Plain Packg

’d Water

Enhan’dWater

Juice Drink/A de

100%Juice

Sports Drinks

EnergyDrinks

Dairy Alternat ive

Nutri.Drinks*

Tap Water

Alcohol

OccasionsSubnets

% Volume

At Home 69.4% 64.1% 75.3% 76.3% 75.4% 65.6% 64.5% 80.9% 85.2% 52.0% 51.1% 86.2% 70.4% 75.1% 75.6%Breakfast at

Home1.4% 1.9% 19.6% 5.9% 2.0% 3.0% 1.4% 5.0% 31.4% 1.1% 1.9% 27.5% 18.3% 4.0% 0.5%

Eating Lunch

7.1% 6.5% 1.6% 5.6% 7.0% 3.8% 3.9% 7.0% 4.4% 2.5% 0.9% 6.4% 2.9% 3.8% 1.0%

Eating Dinner

14.6% 10.7% 1.3% 12.0% 14.4% 4.8% 6.4% 16.6% 7.7% 3.6% 1.1% 13.2% 3.6% 7.1% 9.9%

Snacking at Home

6.4% 3.9% 1.2% 3.7% 4.3% 3.1% 3.7% 7.2% 5.1% 2.6% 1.6% 11.1% 7.6% 2.7% 1.3%

Active Leisure at Home

0.4% 0.4% 0.2% 0.6% 0.7% 2.5% 3.2% 0.8% 0.8% 8.2% 3.9% 0.6% 1.7% 2.4% 0.4%

Watching TV/Movie at Home

13.3% 13.3% 7.8% 15.1% 17.2% 11.8% 12.0% 12.9% 9.2% 7.9% 5.2% 7.4% 7.6% 13.3% 21.7%

Using Internet/Play

ing Video Games at

Home

7.8% 8.1% 8.4% 7.0% 8.5% 6.1% 7.4% 7.6% 4.1% 4.5% 10.1% 3.0% 3.0% 6.3% 6.6%

Partying/Entertain ing at Home

1.7% 1.1% 0.7% 0.8% 0.3% 1.1% 1.2% 1.1% 0.4% 1.0% 1.8% 0.3% 1.1% 0.9% 12.8%

Daily Routine at

Home

1.8% 2.0% 15.5% 4.0% 3.1% 5.4% 2.9% 3.4% 5.4% 1.6% 7.6% 4.3% 8.6% 8.0% 0.7%

Other at Home

14.9% 16.3% 19.2% 21.7% 17.8% 24.0% 22.4% 19.4% 16.9% 18.9% 16.9% 12.4% 16.0% 26.5% 20.8%

Sample Size 6,236 3,505 7,107 3,954 1,126 5,237 8,77 1,607 4,778 1,498 4,96 5,505 849 11,036 3,300

Regular SSD and Juice Drink/Ade are specifically notpreferred while At Work

WHAT?WHERE?




Reg. SSD

Diet SSD


Freshly

Prep’d

Tea

RTD Tea

Plain Packg

’d Wate

r

Enhan’dWater

Juice Drink/A de

100%Juice

Sports Drinks

Energy Drinks

Dairy Alternat ive

Nutri. Drinks*

Tap Water

Alcohol

Occasions Subnets

% Volume

Away Home 30.6% 35.9% 24.7% 23.7% 24.6% 34.4% 35.5% 19.1% 14.8% 48.1% 48.9% 13.9% 29.6% 24.9% 24.4%Breakfast

Awayfrom Home

0.7% 1.8% 2.8% 0.9% 0.3% 0.6% 1.0% 0.4% 2.8% 0.2% 0.2% 2.1% 3.2% 0.4% 0.1%

At Work 6.2% 10.9% 11.8% 8.0% 7.5% 11.7% 12.8% 3.8% 3.0% 10.4% 17.0% 1.7% 7.0% 11.0% 1.4%

At School 1.3% 0.4% 0.3% 0.5% 1.0% 2.4% 2.1% 1.5% 0.9% 4.9% 4.2% 0.8% 1.7% 2.5% 0.2%

Eating Out On the Go

1.7% 1.4% 0.2% 0.8% 1.0% 0.6% 0.6% 1.1% 1.0% 0.7% 0.4% 0.6% 1.1% 0.3% 0.2%

Restaurant Dining

5.8% 6.7% 0.7% 6.6% 1.0% 0.5% 0.9% 1.9% 0.5% 0.2% 0.3% 0.8% 1.1% 1.6% 4.7%

Eating at Work

3.1% 4.2% 0.6% 1.4% 3.3% 2.0% 3.1% 2.4% 1.3% 1.8% 0.3% 1.0% 1.5% 1.5% 0.1%

Eating at School

1.1% 0.3% 0.0% 0.3% 0.8% 0.9% 0.8% 1.1% 0.6% 1.2% 0.9% 2.8% 0.4% 0.4% 0.0%

Other Eating Out Feeling Great

0.9% 0.9% 0.1% 0.4% 1.0% 0.5% 0.2% 0.9% 0.4% 0.2% 0.1% 0.2% 0.4% 0.2% 0.5%

Active Leisure Away From Home

0.2% 0.3% 0.1% 0.1% 0.3% 2.3% 2.0% 0.4% 0.2% 10.0% 0.9% 0.2% 2.2% 1.7% 0.5%

Shopping 0.5% 0.3% 0.2% 0.2% 0.1% 0.3% 0.5% 0.1% 0.1% 0.1% 1.5% 0.1% 0.8% 0.1% 0.0%

Sample Size 6,236 3,505 7,107 3,954 1,126 5,237 8,77 1,607 4,778 1,498 4,96 5,505 8,49 11,036 3,300

Except for Diet SSD and Juice, all other categories seem to over- index for On the Go occasionWHAT

?WHERE?




Reg. SSD

Diet SSD


Freshly

Prep’d

Tea

RTD Tea

Plain Packg’d

Water

Enhan’dWater

Juice Drink/A de

100%Juice

Sports Drinks

EnergyDrinks

Dairy Alternat ive

Nutri.Drinks*

Tap Water

Alcohol

OccasionsSubnets

% Volume

Away Home 30.6% 35.9% 24.7% 23.7% 24.6% 34.4% 35.5% 19.1% 14.8% 48.1% 48.9% 13.9% 29.6% 24.9% 24.4%Restaurant,

Not Eating

1.0% 0.4% 0.9% 1.0% 0.7% 0.3% 0.3% 0.5% 0.4% 0.5% 2.4% 0.4% 1.5% 0.5% 10.7%

Party/EntertainingAway From Home

0.2% 0.3% 0.2% 0.1% 0.6% 0.3% 0.6% 0.4% 0.2% 0.2% 0.2% 0.0% 0.2% 0.1% 1.7%

Other Leisure Away From Home

1.5% 1.6% 1.2% 0.8% 1.1% 2.6% 1.3% 0.8% 0.8% 2.1% 3.1% 0.7% 2.1% 1.4% 2.3%

Commuting/Travel ing On the Go

2.5% 3.0% 3.2% 1.0% 3.3% 3.5% 1.9% 1.4% 1.1% 2.6% 7.5% 0.5% 1.6% 0.9% 0.2%

Other On the Go

4.0% 3.4% 2.4% 1.6% 2.7% 6.0% 7.4% 2.6% 1.7% 13.1% 10.2% 1.8% 4.7% 2.3% 1.7%

Sample Size 6,236 3,505 7,107 3,954 1,126 5,237 8,77 1,607 4,778 1,498 4,96 5,505 849 11,036 3,300

Sparkling and Alcohol over-index for Enjoyment basedneedsWHY

?




Needstate

Nets(%

Volume)

Reg. SSD

Diet SSD

Freshly

Prep’dCoffee


RTDTea(Bottle/Can)

Plain Packg

’dWater


Juice Drink/Ade

100% Juice

Sports Drinks

Energy Drinks


Nutritional Drinks*

Tap Water

Alcohol

3.0% 3.7% 1.2% 6.7% 6.7% 10.7% 4.7% 6.7% 1.9% 2.7% 0.0% 1.2% 1.4% 15.3% 0.8%

10.5% 8.7% 2.7% 6.4% 6.8% 5.9% 3.2% 9.4% 4.3% 2.7% 2.4% 5.4% 5.9% 7.5% 2.2%

39.3% 33.7% 21.4% 29.2% 32.1% 5.3% 13.2% 37.0% 20.0% 10.6% 4.8% 22.3% 7.2% 6.5% 19.1%

8.6% 5.6% 3.0% 3.9% 6.0% 2.2% 2.4% 6.4% 3.0% 3.2% 5.2% 2.5% 2.8% 1.9% 27.4%

10.7% 9.9% 6.8% 13.4% 10.9% 4.1% 3.3% 8.1% 3.7% 4.1% 3.6% 4.4% 3.0% 4.2% 40.5%

Sample Size 6,236 3,505 7,107 3,954 1,126 5,237 8,77 1,607 4,778 1,498 4,96 5,505 849 11,036 3,300

Energy and Sports Drinks over-index for Vitality needs while Juice, Water and Dairy categories over-index for Caring needs

WHY?




Needstate

Nets(%

Volume)

Reg. SSD

Diet SSD

Freshly Prep’dCoffee


RTDTea(Bottle/Can)

Plain Packg

’dWater


Juice Drink/Ade

100% Juice

Sports Drinks

Energy Drinks


Nutritional Drinks*

Tap Water

Alcohol

1.0% 0.6% 1.1% 1.2% 0.9% 1.8% 1.7% 1.0% 1.9% 3.0% 5.0% 1.3% 2.4% 1.2% 0.8%

17.0% 14.5% 37.3% 11.5% 12.0%

8.4% 12.8%

11.7%

13.6%

20.1%

46.4%

9.6% 12.5%

8.3% 6.0%

0.3% 0.3% 0.1% 0.2% 0.6% 2.4% 2.5% 0.8% 0.3% 15.2%

0.9% 0.2% 1.3% 2.3% 0.1%

5.0% 6.6% 22.2% 9.5% 7.9% 7.1% 7.4% 3.0% 2.0% 4.6% 18.9%

1.1% 1.0% 7.1% 0.3%

4.6% 16.4% 4.2% 18.1% 16.2%

52.0%

48.8%

16.0%

49.4%

33.9%

12.7%

52.1%

62.4%

45.8%

2.8%

Sample Size 6,236 3,505 7,107 3,954 1,126 5,237 8,77 1,607 4,778 1,498 4,96 5,505 849 11,036

3,300

Major categories play in the Sensory Pleasure, ComplementFood & Enjoy the Moment needstates

WHAT?WHERE?




Needstates

Reg. SSD

Diet SSD


Freshly

Prep’d Tea

RTD Tea


Enhanced

Water

Juice Drink/Ad e

100%Juice

Sports Drinks

EnergyDrinks

Dairy Alternativ e

Nutrition al Drinks*

Tap Water

Alcohol

Routine Refreshment

3.0% 3.7% 1.2% 6.7% 6.7% 10.7% 4.7% 6.7% 1.9% 2.7% 0.0% 1.2% 1.4% 15.3% 0.8%

Aid Digestion

1.5% 0.9% 0.5% 1.6% 1.5% 2.2% 0.8% 1.2% 0.6% 0.7% 1.1% 2.0% 0.9% 2.9% 1.0%

Relieve Hunger

9.0% 7.9% 2.2% 4.8% 5.4% 3.7% 2.4% 8.2% 3.7% 2.0% 1.3% 3.4% 5.0% 4.6% 1.3%

SensoryPleasure

22.8% 20.8% 17.3% 16.0% 20.5% 2.4% 10.2% 22.0% 12.7% 8.9% 4.2% 10.1% 6.0% 2.4% 15.0%

ComplementFood

16.5% 12.9% 4.1% 13.2% 11.5% 2.9% 3.0% 14.9% 7.3% 1.7% 0.6% 12.2% 1.1% 4.2% 4.2%

Enjoy the Moment

4.7% 3.1% 1.5% 2.2% 3.4% 1.2% 1.5% 3.9% 2.1% 1.9% 2.5% 1.4% 1.8% 1.0% 3.9%

Connecting With Others

3.9% 2.5% 1.5% 1.7% 2.6% 1.1% 1.0% 2.5% 1.0% 1.4% 2.7% 1.1% 1.1% 0.9% 23.5%

Comfort 2.4% 2.6% 1.9% 3.4% 3.9% 0.8% 1.2% 2.8% 1.1% 0.6% 2.1% 1.7% 0.7% 1.0% 2.1%

Relaxed & at Ease

3.2% 3.3% 2.0% 5.9% 3.3% 1.6% 0.9% 3.0% 1.0% 1.5% 0.2% 1.0% 0.1% 1.6% 14.8%

Coping With Stress

5.1% 4.0% 2.9% 4.1% 3.6% 1.8% 1.2% 2.3% 1.7% 2.0% 1.3% 1.7% 2.2% 1.6% 23.6%

Sample Size 6,236 3,505 7,107 3,954 1,126 5,237 8,77 1,607 4,778 1,498 4,96 5,505 849 11,036 3,300

Energy and Sports Drinks over-index for Vitality needs while Juice, Water and Dairy categories over-index for Caring needs

WHAT?WHERE?




Needstates

Reg. SSD

Diet SSD


Freshly

Prep’d Tea

RTD Tea

Plain

Packg’d Water

Enhanced Water

Juice Drink/Ad e

100%Juice

Sports Drinks

EnergyDrinks

Dairy Alternativ

e

Nutritional Drinks*

Tap Water

Alcohol

Confidence &Individuality

1.0% 0.6% 1.1% 1.2% 0.9% 1.8% 1.7% 1.0% 1.9% 3.0% 5.0% 1.3% 2.4% 1.2% 0.8%

Vibrant & Alive

8.7% 6.3% 12.5% 4.2% 5.1% 4.4% 6.8% 4.9% 8.0% 9.0% 30.1% 4.7% 6.0% 3.8% 3.9%

Energy Kick

5.0% 6.0% 21.7% 4.7% 4.2% 1.2% 2.4% 3.9% 3.1% 2.9% 6.5% 2.6% 3.2% 2.3% 1.1%

SustainingEnergy

3.3% 2.2% 3.1% 2.6% 2.8% 2.7% 3.6% 2.9% 2.5% 8.1% 9.8% 2.2% 3.3% 2.1% 1.0%

ActiveReplenishment

0.3% 0.3% 0.1% 0.2% 0.6% 2.4% 2.5% 0.8% 0.3% 15.2% 0.9% 0.2% 1.3% 2.3% 0.1%

Mental Renewal

5.0% 6.6% 22.2% 9.5% 7.9% 7.1% 7.4% 3.0% 2.0% 4.6% 18.9% 1.1% 1.0% 7.1% 0.3%

PurposefulNutrition

2.4% 1.7% 2.5% 8.5% 8.0% 10.7% 24.8% 10.3% 41.7% 25.2% 8.7% 44.4% 47.1% 10.5% 1.4%

BodyPurification

1.4% 0.8% 1.1% 6.1% 5.0% 25.4% 10.9% 3.7% 6.5% 7.6% 3.0% 6.1% 7.1% 23.5% 1.0%

WeightManagement

0.8% 13.8% 0.6% 3.5% 3.2% 15.9% 13.1% 2.1% 1.2% 1.1% 1.0% 1.6% 8.2% 11.9% 0.5%

Sample Size 6,236 3,505 7,107 3,954 1,126 5,237 8,77 1,607 4,778 1,498 4,96 5,505 849 11,036 3,300

Documents

Consumer Groups and Consumption Details of the Category Beverage Landscape