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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.

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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. 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.

TABLE OF CONTENTS i

INTRODUCTION ii

THE BEVERAGE INDUSTRY'S RESPONSE TO OBESITY

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

• Overview pg..........1
• The Multiple Beverage Market Volume and Calories pg..........2
• The LRB Market Volume and Calories pg..........5
• Industry Responses pg..........9
• Sweeteners pg..........11
• Low-Calorie Products pg..........13

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

Summary pg..........25

Appendix pg..........26

• The LRB Market Volume and Calories pg..........15

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

Summary pg..........23

Appendix pg..........24

 

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