2009年11月美国食品饮料行业研究报告

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【出版时间及名称】：2009年11月美国食品饮料行业研究报告
        【作者】：德意志银行
        【文件格式】：PDF
        【页数】：58
        【目录或简介】：
Table of Contents
Executive summary...................................................................................... 3
Key takeaways from this report ...................................................................................................3
Methodology: 1,000 thirsty Americans ...................................................... 6
1. Beverage purchase habits ................................................................ 8
Channel mix: Where do consumers buy? ........................................................................................8
Beverages are highly price-sensitive ...............................................................................................9
Gender gaps.............................................................................................................................10
Brands matter…Relieve some of the price tension .........................................................................10
Most consumed: CSD has a solid lead…Energy/tea growing ...........................................................11
Where’s the growth going to happen? ..........................................................................................12
Company implications.................................................................................................................13
2. CSD category focus......................................................................... 14
Soda remains a vibrant category.............................................................................................14
Taste & calories drive the purchase decision..........................................................................14
Brand focus: Coke is it ............................................................................................................15
Always Low Prices, Part II ......................................................................................................16
Company implications.............................................................................................................17
3. Sports drinks and enhanced waters.............................................. 18
Sports drink/enhanced water preference................................................................................18
Heavyweights: Vitaminwater is getting in Gatorade’s game ..................................................19
Research spotlight: Gatorade’s core user ...............................................................................22
Company implications.............................................................................................................22
4. Energy drink focus........................................................................... 23
A young man’s game..............................................................................................................23
It’s about the boost…..And price still matters ........................................................................23
Category challenge: What about growth?...............................................................................24
Brands: Red Bull #1 by a long shot .........................................................................................25
Company implications.............................................................................................................26
5. Coffee focus ..................................................................................... 27
The great (caffeine) divide.......................................................................................................27
Coffee culture remains strong ................................................................................................27
Brands: Starbucks & Dunkin on top…MCD building a base ...................................................28
Take-out channel remains robust ............................................................................................29
Company implications.............................................................................................................29
6. Soft drink innovation ...................................................................... 30
7. Alcohol focus ................................................................................... 31
This calls for a toast ................................................................................................................31
Drinking occasions – Let’s go out ...........................................................................................32
Taste matters much more than price ............................................................................................32
Favorite Brands: Spirits & Beer brand concentration is strongest, Wine is weakest ..............33
Beer focus: Solid price points, but vulnerable to trade-down .................................................34
Wine shows broad acceptance...............................................................................................35
Spirits: Special occasion .........................................................................................................36
Company implications.............................................................................................................37
8. Company implications .................................................................... 38
Individual company takeaways & forecasts ............................................................................39
Company models ....................................................................................... 43

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