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2005 Sports Marketing and the Beverage Industry

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2005 Sports Marketing and the Beverage Industry

    2005 Focus Report - The Beverage Industry’s Response to Obesity

NEW! Americans are changing the caloric content of the beverage diet. As

    bottled water and diet carbonated soft drink volumes increase, beverage

    makers are introducing greater numbers of low- or no-calorie products,

    contributing to a decrease in the amount of calories consumers receive from

    beverages. This report covers the latest developments and includes

    discussion of artificial sweeteners and new products.

30 pages, with extensive text, charts, graphs and tables. Printed volume

    $1,250; .PDF via email $1,295; $1,495 for both book and .pdf via email.

    BMCDataDirect Internet delivery: 3-user license $1,595; Call Charlene Salito @ 212-688-7640 for multi-user discount prices.

On the pages to follow, view tables of contents and exhibits as well as

    sample text from this comprehensive report

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April 2005

     RESEARCHDATACONSULTING ??

    :

    The information contained in this report is confidential and solely intended

    for the benefit of the immediate recipient hereof.

Copyright ? 2005 Beverage Marketing Corporation of New York, 850 Third Avenue, New York, New York 10022, (212) 688-7640. All rights reserved. Reproductions in any form prohibited by law.

    TABLE OF CONTENTS ......................................................................................... i

    INTRODUCTION .................................................................................................... ii

    THE BEVERAGE INDUSTRY’S RESPONSE TO OBESITY

    Obesity in the U.S. ..................................................................................... 1

    ? Overview ...................................................................................... 1

    ? The Multiple Beverage Market Volume and Calories........................ 2

    ? The LRB Market Volume and Calories ............................................ 5

    ? Industry Responses .................................................................................. 9

    ? Sweeteners ................................................................................................ 11

    ? Low-Calorie Products .............................................................................. 13

    The Projected LRB Market Volume and Calories ................................................. 20

    Summary ................................................................................................................. 25

    Appendix .................................................................................................................. 26

    ? The LRB Market Volume and Calories .................................................. 15

    The Projected LRB Market Volume and Calories ................................................. 19

    Summary ................................................................................................................. 23

    Appendix .................................................................................................................. 24

The Multiple Beverage Market

     Volume and Calories

The multiple beverage market encompasses liquid refreshment and alcoholic beverages. The

    alcoholic beverage market consists of beer, malternatives, wine and spirits. The liquid

    refreshment beverage (LRB) market encompasses CSDs, bottled water, ready-to-drink (RTD)

    coffee and tea, fruit beverages, energy drinks and sports beverages. LRBs, as defined here,

    exclude milk, tap water, powders and vegetable juices, among others.

Between 1989 and 2004, volume of beverages and beverage calories increased at respective

    compound annual growth rates (CAGRs) of 2.8% and 1.6%. Volume growth has exceeded

    calorie growth in each of the last 15 years.

    Table III

    U.S. LIQUID REFRESHMENT AND ALCOHOLIC BEVERAGE MARKET

    Volume and Growth

    1989 2004(P)

     Millions of Billions of

    Year Gallons Growth Calories Growth

    1989 23,477.6 -- 31,744.6 --

    1990 24,164.6 2.9% 32,154.9 1.3%

    1991 24,506.4 1.4% 32,286.5 0.4%

    1992 25,015.5 2.1% 32,950.1 2.1%

    1993 25,854.0 3.4% 33,839.5 2.7%

    1994 27,075.2 4.7% 35,152.3 3.9%

    1995 28,065.3 3.7% 36,180.2 2.9%

    1996 28,958.0 3.2% 37,105.1 2.6%

    1997 29,963.0 3.5% 38,273.8 3.1%

    1998 31,003.7 3.5% 39,098.0 2.2%

    1999 31,778.0 2.5% 39,580.6 1.2%

    2000 32,365.4 1.8% 39,978.8 1.0%

    2001 33,039.1 2.1% 40,197.5 0.5%

    2002 33,952.5 2.8% 40,468.1 0.7%

    2003 34,620.1 2.0% 40,419.4 -0.1%

    2004(P) 35,414.4 2.3% 40,403.7 0.0% (P) Preliminary Source: Beverage Marketing Corporation

In other words, calories per gallon for the multiple beverage market has steadily declined

    since 1989. This has generally occurred both in the alcoholic and non-alcoholic segments.

    With strong growth in light beers, which pack less calories per serving than regular beers,

    wines and distilled spirits, alcoholic beverage calories fell from 1,905.3 per gallon in 1989 to

    1,834.2 per gallon in 2004.

    U.S. LRB and Alcoholic Beverage Market

    Growth in Volume and Calories

    1990 - 2004(P)5.0%

    4.0%

    Volume

    3.0%Calories

    2.0%

    1.0%

    0.0%

    1990-1.0%1991

    1992 (P) Preliminary 1993 Source: Beverage Marketing Corporation

    1994

    1995 1996

    1997U.S. Liquid Refreshment Beverage Market

    Growth in Volume and Calories 1998

    1990 - 2004(P)1999

    2000

    7.0%2001

    20026.0%20035.0%2004(P)4.0%

    Volume3.0%Calories

    2.0%

    1.0%

    0.0%

    -1.0%1990

    1991

    1992 (P) PreliminarySource: Beverage Marketing Corporation 1993

    1994

    1995

    1996

    1997

    1998

    1999

    2000

    2001

    2002

    2003

    2004(P)

     VOLUME AND CALORIES (continued)

The decline in LRB calories per gallon, which was in evidence from 1989 to 2004, should

    continue until at least 2009. A typical gallon of LRBs in 2004 contained 959.5 calories. In

    2009, the per gallon figure is expected to decline to 826.7 calories.

    U.S. Liquid Refreshment Beverage Market

    Calories per Gallon

    1994 - 2009(P)

    1,500.0

    1,000.0

    Calories

    500.0

    0.0

    199419992004(P)2009(P)

     (P) Projected Source: Beverage Marketing Corporation

    Per capita consumption of beverage calories will decline between 2004 and 2009. Volume

    growth of LRBs in the next five years will result in a slightly slower decline in per capita

    caloric consumption as compared to the 1999 to 2004 period. In 2004, the average person

    consumed 257.4 calories per day in the form of LRBs; in 2009, per capita daily consumption

    of LRBs will likely be 248.1 calories.

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