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Organic Beverages in
USA

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Organic hot drinks key to a premium coffee and tea experience

Organic products are not sought in isolation when it comes to hot drinks. Instead, consumers who are looking for high-quality coffee and tea expect the products to be organic by necessity.

Organic certification an advantage for premium juice

Organic fruit/vegetable juice continued to perform well in 2018 despite the decline in the overall juice category. As Americans become more aware of the growing processes as well as the types of certifications available for fruit and vegetables that can be used in the production of juice, they are increasingly opting for beverages made from organic sources rather than conventional ones.

Consumers increasingly embrace organic RTD tea

Interest in brewed tea products with organic production methods is significantly higher than in other beverage categories. As consumer knowledge about tea production methods increases over the forecast period, it can be expected that organic RTD tea will continue to benefit and post consistent growth.

COMPETITIVE LANDSCAPE
Welch’s loses ground to private label in organic fruit/vegetable juice

Private label fruit/vegetable juice manufacturers have begun to take advantage of the increased draw that organic certification provides by releasing their own products with this certification. Until recently, organic certification was pursued mainly by manufacturers of premium fruit/vegetable juice.

Coca-Cola, Pepsi and Citrus World face tough competition from smaller producers

Coca-Cola, Pepsi and Citrus World characterise the orange juice category both in concentrates and 100% juice varieties. As orange juice has struggled in recent years due mostly to health and wellness concerns, leading players have also failed to introduce any new varieties, such as organic versions.

Small market share for organic beverages as consumers prioritise other HW attributes

Organic beverages accounted for a small share of the overall HW beverages market in the US in 2018. Much of this lack of popularity stems from consumer priorities, where they are more concerned about the sugar content in their beverages than buying products specifically for their organic credentials.

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Organic Beverages in the US

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Overview: Discover the latest market trends and uncover sources of future market growth for the Organic Beverages industry in USA with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

The Organic Beverages in USA market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Passport market research database.

Organic Beverages in the US - Category analysis

HEADLINES

PROSPECTS

Organic hot drinks key to a premium coffee and tea experience
Organic certification an advantage for premium juice
Consumers increasingly embrace organic RTD tea

COMPETITIVE LANDSCAPE

Welch’s loses ground to private label in organic fruit/vegetable juice
Coca-Cola, Pepsi and Citrus World face tough competition from smaller producers
Small market share for organic beverages as consumers prioritise other HW attributes

CATEGORY DATA

Table 1 Sales of Organic Beverages by Category: Value 2013-2018
Table 2 Sales of Organic Beverages by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Organic Beverages: % Value 2014-2018
Table 4 LBN Brand Shares of Organic Beverages: % Value 2015-2018
Table 5 Distribution of Organic Beverages by Format: % Value 2013-2018
Table 6 Forecast Sales of Organic Beverages by Category: Value 2018-2023
Table 7 Forecast Sales of Organic Beverages by Category: % Value Growth 2018-2023

Better For You Beverages in the US - Industry Overview

HEADLINES

PROSPECTS

Reduced caffeine gives way to managed caffeine
Reduced sugar carbonates face competition from other categories
Stevia, monk fruit and coffee fruit being developed as new sweeteners

COMPETITIVE LANDSCAPE

Dr Pepper Snapple succeeds in this contracting category
Private label excels in flavoured bottled water
Reduced fat hot chocolate remains unappealing

CATEGORY DATA

Table 8 Sales of BFY Beverages by Category: Value 2013-2018
Table 9 Sales of BFY Beverages by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of BFY Beverages: % Value 2014-2018
Table 11 LBN Brand Shares of BFY Beverages: % Value 2015-2018
Table 12 Distribution of BFY Beverages by Format: % Value 2013-2018
Table 13 Forecast Sales of BFY Beverages by Category: Value 2018-2023
Table 14 Forecast Sales of BFY Beverages by Category: % Value Growth 2018-2023

Health and Wellness in the US - Industry Overview

EXECUTIVE SUMMARY

Ongoing growth for health and wellness in 2018 as consumers avoid sugar
Americans become more aware of the importance of nutrition
Multinationals continue to lead this fragmented landscape
Modern grocery retailers remains the most significant channel for health and wellness
Health and wellness set to experience further growth driven by clean label

MARKET DATA

Table 15 Sales of Health and Wellness by Type: Value 2013-2018
Table 16 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 17 Sales of Health and Wellness by Category: Value 2013-2018
Table 18 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 19 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 20 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 21 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 22 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 23 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 24 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 25 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 26 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 27 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 28 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 29 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 30 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources