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Soft Drinks in the US
December 2020
COVID-19 impact on soft drinks
After seeing slow but solid growth during most of the review period, total volume sales of soft drinks have turned to decline in 2020 due to COVID-19. However, whilst off-trade volume sales have increased at a higher rate, on-trade sales have plummeted.
COVID-19 country impact
As early as 31 January 2020, US health officials issued quarantine orders to US citizens evacuated from Wuhan, China, amid the COVID-19 outbreak there. From 2 February, entry was restricted from China, with this later extended to virus-hit Iran and Italy.
Company response
The Coca-Cola Co and PepsiCo Inc have remained the leading players in soft drinks off-trade value terms in 2020, holding fairly stable shares. However, in terms of their overall sales, most major soft drinks manufacturers have been hard hit by the pandemic.
Retailing shift
Although already accounting for the highest shares of sales in 2019, in 2020 larger grocery retail channels such as supermarkets and hypermarkets have seen strong share growth in off-trade volume sales of soft drinks. Such retailers were deemed essential during lockdowns, leading to a large surge in foot traffic for these stores.
Foodservice vs retail split
Prior to COVID-19, the on-trade channel accounted for about a quarter of total sales in volume terms and nearer half of sales in value terms. However, the pandemic led to a drastic decline in on-trade activity, with both temporary and permanent closures and reduced capacity requirements on reopening for most establishments across the US.
What next for soft drinks?
After a poor performance in 2020, in 2021 total volume sales of soft drinks are expected to see a strong increase. On-trade sales are set to see dynamic growth, recovering some of the sales lost in 2020, as restrictions in this channel are expected to ease, and many consumers will feel happier returning to consumption outside of the home.
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Overview:
Understand the latest market trends and future growth opportunities for the Soft Drinks industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Bottled Water
Carbonates
Concentrates
Juice
RTD Coffee
RTD Tea
Energy Drinks
Sports Drinks
Asian Speciality Drinks
If you're in the Soft Drinks industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Soft Drinks in USA report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Soft Drinks in USA?
To what extent are health considerations impacting consumption of Soft Drinks in USA?
How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in USA?
Which are the leading brands in Soft Drinks in USA?
What potential exists for multinational or domestic soft drinks companies to expand in USA?
How are products distributed in Soft Drinks in USA?
How is the rise of e-commerce changing the retail and competitive landscape?
How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
Where is future growth expected to be most dynamic?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2015-2020Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2015-2020Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020Table 11 Off-trade Sales of Soft Drinks by Category: Value 2015-2020Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2015-2020Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2015-2020Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2016-2020Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2017-2020Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2016-2020Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2017-2020Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020Table 23 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020Table 24 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025Table 29 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025Table 30 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025Table 31 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025Table 32 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025Table 33 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025Table 34 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025
APPENDIX
Fountain sales in the US
Trends
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
Carbonates in the US
KEY DATA FINDINGS
2020 IMPACT
Carbonates faces a total volume decline due to COVID-19
Health and wellness trend accelerates, which affects category growth
Leading brands perform well as consumers turn to trusted references
RECOVERY AND OPPORTUNITIES
On-trade and total volume sales will remain below pre-pandemic levels
Greater health concerns in the forecast period, accelerated by COVID-19
Innovation only likely in fortified/functional non-cola carbonates
CATEGORY DATA
Table 35 Off-trade vs On-trade Sales of Carbonates: Volume 2015-2020Table 36 Off-trade vs On-trade Sales of Carbonates: Value 2015-2020Table 37 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2015-2020Table 38 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2015-2020Table 39 Off-trade Sales of Carbonates by Category: Volume 2015-2020Table 40 Off-trade Sales of Carbonates by Category: Value 2015-2020Table 41 Off-trade Sales of Carbonates by Category: % Volume Growth 2015-2020Table 42 Off-trade Sales of Carbonates by Category: % Value Growth 2015-2020Table 43 Total Sales of Carbonates by Fountain On-trade: Volume 2015-2020Table 44 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2015-2020Table 45 Leading Flavours for Non-cola Carbonates: % Volume 2015-2020Table 46 NBO Company Shares of Off-trade Carbonates: % Volume 2016-2020Table 47 LBN Brand Shares of Off-trade Carbonates: % Volume 2017-2020Table 48 NBO Company Shares of Off-trade Carbonates: % Value 2016-2020Table 49 LBN Brand Shares of Off-trade Carbonates: % Value 2017-2020Table 50 Forecast Off-trade Sales of Carbonates by Category: Volume 2020-2025Table 51 Forecast Off-trade Sales of Carbonates by Category: Value 2020-2025Table 52 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025Table 53 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025Table 54 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2020-2025Table 55 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2020-2025
Juice in the US
KEY DATA FINDINGS
2020 IMPACT
Consumers look for immune support, but total volume decline continues
100% juice performs well due to its healthy perception
Company performances depend on category presence
RECOVERY AND OPPORTUNITIES
Consumers’ desire for immunity will continue to drive growth for juice
As the pandemic subsides, sugar concerns will begin to affect sales once again
Juice stands to benefit from concerns about digestive health
CATEGORY DATA
Table 56 Off-trade Sales of Juice by Category: Volume 2015-2020Table 57 Off-trade Sales of Juice by Category: Value 2015-2020Table 58 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020Table 59 Off-trade Sales of Juice by Category: % Value Growth 2015-2020Table 60 Leading Flavours for Off-trade 100% Juice: % Volume 2015-2020Table 61 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2015-2020Table 62 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2015-2020Table 63 NBO Company Shares of Off-trade Juice: % Volume 2016-2020Table 64 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020Table 65 NBO Company Shares of Off-trade Juice: % Value 2016-2020Table 66 LBN Brand Shares of Off-trade Juice: % Value 2017-2020Table 67 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025Table 68 Forecast Off-trade Sales of Juice by Category: Value 2020-2025Table 69 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025Table 70 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025
Bottled Water in the US
KEY DATA FINDINGS
2020 IMPACT
Total volume sales fall, as high off-trade growth cannot offset on-trade decline
Functional and flavoured bottled water perform well
Premium and branded still bottled water brands most affected by COVID-19
RECOVERY AND OPPORTUNITIES
Total volume sales of bottled water expected to recover quickly
Health and wellness trends will exacerbate the switch to value-added bottled water
Some categories adopt sustainable packaging, but still water likely to lag behind
CATEGORY DATA
Table 71 Off-trade Sales of Bottled Water by Category: Volume 2015-2020Table 72 Off-trade Sales of Bottled Water by Category: Value 2015-2020Table 73 Off-trade Sales of Bottled Water by Category: % Volume Growth 2015-2020Table 74 Off-trade Sales of Bottled Water by Category: % Value Growth 2015-2020Table 75 NBO Company Shares of Off-trade Bottled Water: % Volume 2016-2020Table 76 LBN Brand Shares of Off-trade Bottled Water: % Volume 2017-2020Table 77 NBO Company Shares of Off-trade Bottled Water: % Value 2016-2020Table 78 LBN Brand Shares of Off-trade Bottled Water: % Value 2017-2020Table 79 Forecast Off-trade Sales of Bottled Water by Category: Volume 2020-2025Table 80 Forecast Off-trade Sales of Bottled Water by Category: Value 2020-2025Table 81 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025Table 82 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025
Sports Drinks in the US
KEY DATA FINDINGS
2020 IMPACT
Due to low on-trade sales, off-trade growth offsets on-trade decline
Volume growth as consumers seek out hydration during the pandemic
The rise of Body Armor continues due to its natural positioning
RECOVERY AND OPPORTUNITIES
Sports drinks set to maintain total volume growth
The category will benefit from the stronger health and wellness trend
Competition from other categories and a move towards more functionality
CATEGORY DATA
Table 83 Off-trade Sales of Sports Drinks: Volume 2015-2020Table 84 Off-trade Sales of Sports Drinks: Value 2015-2020Table 85 Off-trade Sales of Sports Drinks: % Volume Growth 2015-2020Table 86 Off-trade Sales of Sports Drinks: % Value Growth 2015-2020Table 87 NBO Company Shares of Off-trade Sports Drinks: % Volume 2016-2020Table 88 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2017-2020Table 89 NBO Company Shares of Off-trade Sports Drinks: % Value 2016-2020Table 90 LBN Brand Shares of Off-trade Sports Drinks: % Value 2017-2020Table 91 Forecast Off-trade Sales of Sports Drinks: Volume 2020-2025Table 92 Forecast Off-trade Sales of Sports Drinks: Value 2020-2025Table 93 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025Table 94 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2020-2025
Energy Drinks in the US
KEY DATA FINDINGS
2020 IMPACT
Reduction in consumption occasions hampers growth
Sales of Bang threatened by its maturing market
On-trade closures lead brands to shift their focus
RECOVERY AND OPPORTUNITIES
On-trade sales not expected to make a full recovery in the forecast period
Energy drinks will need to rethink distribution and packaging mix moving forward
Sugar is not always considered a drawback, and more niche launches could be seen
CATEGORY DATA
Table 95 Off-trade Sales of Energy Drinks: Volume 2015-2020Table 96 Off-trade Sales of Energy Drinks: Value 2015-2020Table 97 Off-trade Sales of Energy Drinks: % Volume Growth 2015-2020Table 98 Off-trade Sales of Energy Drinks: % Value Growth 2015-2020Table 99 NBO Company Shares of Off-trade Energy Drinks: % Volume 2016-2020Table 100 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2017-2020Table 101 NBO Company Shares of Off-trade Energy Drinks: % Value 2016-2020Table 102 LBN Brand Shares of Off-trade Energy Drinks: % Value 2017-2020Table 103 Forecast Off-trade Sales of Energy Drinks: Volume 2020-2025Table 104 Forecast Off-trade Sales of Energy Drinks: Value 2020-2025Table 105 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025Table 106 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2020-2025
Concentrates in the US
KEY DATA FINDINGS
2020 IMPACT
Concentrates grows due to stockpiling, and is unaffected by on-trade closures
Functional liquid concentrates grow as substitutes for other soft drinks
Sports and citrus powder concentrates see higher growth
RECOVERY AND OPPORTUNITIES
Liquid concentrates will set the pace of growth
Overall unit price declines set to continue in the first years of the forecast period
Polarisation between lower-cost lines and functional references
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) FormatTable 107 Off-trade Sales of Concentrates (RTD) by Category: Volume 2015-2020Table 108 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2015-2020Table 109 Off-trade Sales of Concentrates by Category: Value 2015-2020Table 110 Off-trade Sales of Concentrates by Category: % Value Growth 2015-2020Table 111 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2015-2020Table 112 Leading Flavours for Off-trade Powder Concentrates: % Volume 2015-2020Table 113 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2016-2020Table 114 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2017-2020Table 115 NBO Company Shares of Off-trade Concentrates: % Value 2016-2020Table 116 LBN Brand Shares of Off-trade Concentrates: % Value 2017-2020Table 117 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2020Table 118 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2020Table 119 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2020Table 120 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2020Table 121 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025Table 122 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025Table 123 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025Table 124 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025
RTD Tea in the US
KEY DATA FINDINGS
2020 IMPACT
RTD tea significantly affected by on-trade disruptions due to COVID-19
Sales of kombucha and naturally healthy RTD tea strengthened by focus on health
Pandemic exacerbates trends of growth and decline
RECOVERY AND OPPORTUNITIES
The category will recover, but will remain hampered by increasing maturity
RTD tea will need to rethink distribution and packaging mix in the forecast period
Low sugar content is important to some consumers, but not all
CATEGORY DATA
Table 125 Off-trade Sales of RTD Tea by Category: Volume 2015-2020Table 126 Off-trade Sales of RTD Tea by Category: Value 2015-2020Table 127 Off-trade Sales of RTD Tea by Category: % Volume Growth 2015-2020Table 128 Off-trade Sales of RTD Tea by Category: % Value Growth 2015-2020Table 129 Leading Flavours for Off-trade RTD Tea: % Volume 2015-2020Table 130 NBO Company Shares of Off-trade RTD Tea: % Volume 2016-2020Table 131 LBN Brand Shares of Off-trade RTD Tea: % Volume 2017-2020Table 132 NBO Company Shares of Off-trade RTD Tea: % Value 2016-2020Table 133 LBN Brand Shares of Off-trade RTD Tea: % Value 2017-2020Table 134 Forecast Off-trade Sales of RTD Tea by Category: Volume 2020-2025Table 135 Forecast Off-trade Sales of RTD Tea by Category: Value 2020-2025Table 136 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025Table 137 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025
Asian Speciality Drinks in the US
2020 IMPACT
RTD Coffee in the US
KEY DATA FINDINGS
2020 IMPACT
RTD coffee especially affected by loss of on-the-go consumption occasions
The category continues to see innovation, promising a quick rebound
Smaller brands outpace big brands in terms of growth
RECOVERY AND OPPORTUNITIES
On-trade expected to take time to fully recover but off-trade growth will be strong
RTD coffee will need to rethink distribution and packaging mix in the forecast period
RTD coffee set to continue to expand through innovation
CATEGORY DATA
Table 138 Off-trade Sales of RTD Coffee: Volume 2015-2020Table 139 Off-trade Sales of RTD Coffee: Value 2015-2020Table 140 Off-trade Sales of RTD Coffee: % Volume Growth 2015-2020Table 141 Off-trade Sales of RTD Coffee: % Value Growth 2015-2020Table 142 NBO Company Shares of Off-trade RTD Coffee: % Volume 2016-2020Table 143 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2017-2020Table 144 NBO Company Shares of Off-trade RTD Coffee: % Value 2016-2020Table 145 LBN Brand Shares of Off-trade RTD Coffee: % Value 2017-2020Table 146 Forecast Off-trade Sales of RTD Coffee: Volume 2020-2025Table 147 Forecast Off-trade Sales of RTD Coffee: Value 2020-2025Table 148 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025Table 149 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2020-2025
The following categories and subcategories are included: