The tides are turning for many beverage categories. While the carbonated soft drink and beer categories are merely treading water with flat sales, the energy drink category is surging with a more than 50 percent increase in sales this year. Bottled water, ready-to-drink coffee, ready-to-drink tea and sports drinks follow close behind with substantial dollar sales increas-es of 25 percent, 23.2 percent, 22.6 percent and 20.8 percent, respectively. But sales don’t tell the whole picture. Innovations and marketing in CSDs and beer, along with developments in juice drinks and dairy-based drinks, are beer, helping to turn sales in these categories around. What follows is a category-by-category look at the state of the beverage industry, including the top brands, new products, innovations and future trendsetters.
|Global functional drink volume (MILLIONS OF LITERS)|
|Source: Euromonitor International, 2006|
|Top energy drinks(individual brands)|
|CHANGE VS.MARKET % SALES PRIOR YEAR||CHANGE VS.SHARE|
|SOBE NO FEAR||$27,317,530||100.4||5.1||1.2|
|SOBE ADRENALINE RUSH||$20,536,700||11.5||3.8||-1.5|
|Source: Information Resources Inc., Total food, drug and mass merchandise (excluding Wal-Mart) for the 52 weeks ending June 18, 2006.|