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Consumer Groups and Consumption Details of the Category Beverage Landscape

Consumer Groups and Consumption Details of the Category Beverage Landscape. David Schmidt - Group Director, Portfolio Insights & Trends, Marketing Knowledge and Insights i nfo.shoppermarketing@coca-cola.com. 5 W A n alysis of B e v e r a ge C a t e gories. 5W A n al y s is.

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Consumer Groups and Consumption Details of the Category Beverage Landscape

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  1. Consumer Groups and Consumption Details of the Category Beverage Landscape David Schmidt - Group Director, Portfolio Insights & Trends, Marketing Knowledge and Insights info.shoppermarketing@coca-cola.com

  2. 5W Analysis of BeverageCategories Classified-Internaluse

  3. 5W Analysis The 5Wanalysisisanevaluationofthe“Who,What,Where,WhenandWhy”ofbeverage consumptionforaparticularsegmentwithinthe CBLstudy. The segmentcanbe definedby Category,Brand,Occasion,Need,orDemographic. The intentofthisanalysisistocontextualize,ata highlevel,the situationalattributessurrounding beverageconsumptionandalso examinethe needsthatunderpinit. Wedothisbyexaminingthe followingkeymetrics: Classified-Internaluse

  4. EXECUTIVESUMMARY:WHO GreenMetrics haveanindexof>120 ;GreyMetrics areoneofthebiggestinsizeVolume-wise& haveanindex<110& >80. BlackMetrics haveanindexbetween110& 120.Tobementioned,metricsmusthaveatleast3%ofvolume. *Protein/Yogurt/MealRepl/NutritionalDrinks&Smoothies Classified-Internaluse

  5. Still categoriesover-index amongTeens,Young Adults,African Americans,and Latinos. Whitesformmajorityofconsumer WHO? baseforallcategories. *Protein/Yogurt/MealRepl/NutritionalDrinks& Smoothies Indexvs.TotalBeverages. DarkGreenCells haveanindex>120;RedCells haveanindexof<80. Tobeshaded,cellsmustcontainatleast3%of volume. Source:2011CBL;Total Sample12-69 Classified-Internaluse

  6. Healthybeverage Categories-DietSSD,EnhancedWaterandNutritionaldrinksover-indexforthehigherincomegroup WHO? *Protein/Yogurt/MealRepl/NutritionalDrinks& Smoothies Indexvs.TotalBeverages. DarkGreenCells haveanindex>120;RedCells haveanindexof<80. Tobeshaded,cellsmustcontainatleast3%of volume. Source:2011CBL;Total Sample12-69 Classified-Internaluse

  7. EXECUTIVESUMMARY:WHAT/WHERE/WHEN GreenMetrics haveanindexof>120 ;GreyMetrics areoneofthebiggestinsizeVolume-wise& haveanindex<110& >80. BlackMetrics haveanindexbetween110& 120.Tobementioned,metricsmusthaveatleast3%ofvolume. *Protein/Yogurt/MealRepl/NutritionalDrinks&Smoothies Classified-Internaluse

  8. ThemajorityofJuicesandDairyAlternativesare consumedwith foodincontrasttotheothercategories WHAT? WHERE? ActivityNets: With/WithoutFood 29.8% 40.4% 51.8% 51.9% 54.4% 56.8% 57.4% 60.2% 66.3% 73.9% 74.0% 75.1% 75.6% 82.4% 88.6% 70.2% 45.6% 43.2% 42.6% 33.7% 26.1% 24.4% 11.5% ConsumedWithFood NotConsumed withFood *Protein/Yogurt/MealRepl/NutritionalDrinks&Smoothies Classified-Internaluse Source:2011CBL;Total Sample12-69

  9. AllBeveragecategoriesareconsumedmostlyat homeexcept Sportand EnergyDrinkswhichareevenlydistributed WHAT? WHERE? LocationNets: At/AwayfromHome 13.9% 14.8% 19.1% 23.7% 24.4% 24.6% 24.7% 24.9% 29.6% 30.6% 34.4% 35.5% 35.9% 48.1% 48.9% 86.2% 85.2% 80.9% 76.3% 75.6% 75.4% 75.3% 75.1% 70.4% 69.4% 65.6% 64.5% 64.1% 52.0% 51.1% ConsumedAtHome ConsumedAwayfrom Home *Protein/Yogurt/MealRepl/NutritionalDrinks&Smoothies Classified-Internaluse Source:2011CBL;Total Sample12-69

  10. AllBeverage categories,withtheexceptionof Alcohol,are mostly consumedon Weekdays WHEN? Weekday/Weekend 30.5% 30.9% 31.5% 32.0% 32.2% 32.5% 33.0% 34.2% 35.7% 35.7% 35.7% 37.0% 38.5% 39.4% 49.0% 69.5% 69.1% 68.5% 68.0% 67.8% 67.5% 67.0% 65.8% 64.3% 64.3% 64.3% 63.0% 61.5% 60.6% 51.1% Weekday Weekend *Protein/Yogurt/MealRepl/NutritionalDrinks&Smoothies Classified-Internaluse Source:2011CBL;Total Sample12-69

  11. Reg.SSDand Alcoholoverindexforthelaterpartofthe day whileothercategoriesoverindexduring theearlypart WHEN? Enhanced/Flavored Water FreshlyPrep’dTea NutritionalDrinks* Juice Drink/Ade RTD Tea(Bottle/Can) PlainPackg’d Water FreshlyPrep’d Coffee EnergyDrinks SportsDrinks 100%Juice Milk/Dairy Alternative TapWater Reg.SSD DietSSD Alcohol Daypart earlymorning 4am-8am 2.6% 3.2% 18.0% 4.9% 2.9% 5.9% 2.9% 3.7% 11.9% 2.3% 5.5% 10.2% 9.8% 6.4% 1.2% mid-morning 8am-11am 6.9% 10.0% 43.8% 13.8% 9.0% 12.4% 11.1% 10.6% 30.3% 7.7% 17.7% 25.8% 26.6% 13.9% 1.5% midday 11am-2pm 18.1% 21.7% 17.6% 18.2% 19.8% 19.5% 20.0% 15.9% 17.2% 18.6% 20.0% 17.8% 21.9% 18.4% 3.9% afternoon 2pm-5pm 21.0% 21.8% 8.5% 17.9% 19.6% 23.8% 24.4% 17.9% 12.4% 27.0% 21.9% 9.9% 16.8% 20.2% 10.2% earlyevening 5pm-8pm 26.6% 23.7% 7.0% 24.6% 26.2% 19.8% 21.0% 25.2% 14.8% 25.7% 18.4% 19.3% 13.6% 20.3% 29.6% nighttime 8pm-4am 24.8% 19.7% 5.1% 20.6% 22.6% 18.7% 20.6% 26.8% 13.4% 18.8% 16.7% 17.1% 11.4% 20.8% 53.6% SampleSize 6,236 3,505 7,107 3,954 1,126 5,237 8,77 1,607 4,778 1,498 4,96 5,505 849 11,036 3,300 *Protein/Yogurt/MealRepl/NutritionalDrinks& Smoothies.Indexvs.TotalBeverages. DarkGreenCells haveanindex>120;RedCells haveanindexof<80. Tobeshaded,cellsmustcontainatleast3%of volume. Source:2011CBL;TotalSample12-69 Classified-Internaluse

  12. EXECUTIVESUMMARY:WHAT/WHERE&WHY *Protein/Yogurt/MealRepl/NutritionalDrinks& Smoothies GreenMetrics haveanindexof>120 ;GreyMetrics areoneofthebiggestinsizeVolume-wise& haveanindex<110& >80. BlackMetrics haveanindexbetween110& 120.Tobementioned,metricsmusthaveatleast3%ofvolume. Classified-Internaluse

  13. MostoftheNACBcategoriesoverindexforMealsat Home.HomeChillOutis amajoroccasion ofconsumption WHAT? WHERE? forall categories. *Protein/Yogurt/MealRepl/NutritionalDrinks& Smoothies Indexvs.TotalBeverages. DarkGreenCells haveanindex>120;RedCells haveanindexof<80. Tobeshaded,cellsmustcontainatleast3%of volume. Source:2011CBL;TotalSample12-69 Classified-Internaluse

  14. Sparkling overindexesfor Meals Away, Waterover indexesforBreakatWorkand mostNACBcategories overindexforOnthe Go WHAT? WHERE? *Protein/Yogurt/MealRepl/NutritionalDrinks& Smoothies Indexvs.TotalBeverages. DarkGreenCells haveanindex>120;RedCells haveanindexof<80. Tobeshaded,cellsmustcontainatleast3%of volume. Source:2011CBL;TotalSample12-69 Classified-Internaluse

  15. Mostcategoriesover-index during eatingoccasions. CategorieslikeTeasand Coffeealsoover-indexduring WHAT? WHERE? leisureoccasions *Protein/Yogurt/MealRepl/NutritionalDrinks& Smoothies Indexvs.TotalBeverages. DarkGreenCells haveanindex>120;RedCells haveanindexof<80. Tobeshaded,cellsmustcontainatleast3%of volume. Source:2011CBL;TotalSample12-69 Classified-Internaluse

  16. Regular SSDandJuiceDrink/Adearespecificallynot preferredwhileAt Work WHAT? WHERE? *Protein/Yogurt/MealRepl/NutritionalDrinks& Smoothies Indexvs.TotalBeverages. DarkGreenCells haveanindex>120;RedCells haveanindexof<80. Tobeshaded,cellsmustcontainatleast3%of volume. Source:2011CBL;TotalSample12-69 Classified-Internaluse

  17. ExceptforDietSSDand Juice,all othercategoriesseemtoover- indexforOnthe Gooccasion WHAT? WHERE? *Protein/Yogurt/MealRepl/NutritionalDrinks& Smoothies Indexvs.TotalBeverages. DarkGreenCells haveanindex>120;RedCells haveanindexof<80. Tobeshaded,cellsmustcontainatleast3%of volume. Source:2011CBL;TotalSample12-69 Classified-Internaluse

  18. Sparkling and Alcoholover-indexfor Enjoymentbased needs WHY? *Protein/Yogurt/MealRepl/NutritionalDrinks& Smoothies Indexvs.TotalBeverages. DarkGreenCells haveanindex>120;RedCells haveanindexof<80. Tobeshaded,cellsmustcontainatleast3%of volume. Source:2011CBL;TotalSample12-69 Classified-Internaluse

  19. EnergyandSportsDrinksover-indexfor Vitalityneedswhile Juice,Water and Dairycategoriesover-indexfor Caringneeds WHY? *Protein/Yogurt/MealRepl/NutritionalDrinks& Smoothies Indexvs.TotalBeverages. DarkGreenCells haveanindex>120;RedCells haveanindexof<80. Tobeshaded,cellsmustcontainatleast3%of volume. Source:2011CBL;TotalSample12-69 Classified-Internaluse

  20. MajorcategoriesplayintheSensoryPleasure,Complement Food&EnjoytheMomentneedstates WHAT? WHERE? *Protein/Yogurt/MealRepl/NutritionalDrinks& Smoothies Indexvs.TotalBeverages. DarkGreenCells haveanindex>120;RedCells haveanindexof<80. Tobeshaded,cellsmustcontainatleast3%of volume. Source:2011CBL;TotalSample12-69 Classified-Internaluse

  21. Energyand SportsDrinksover-indexforVitalityneedswhile Juice,Waterand Dairycategoriesover-indexfor Caringneeds WHAT? WHERE? *Protein/Yogurt/MealRepl/NutritionalDrinks& Smoothies Indexvs.TotalBeverages. DarkGreenCells haveanindex>120;RedCells haveanindexof<80. Tobeshaded,cellsmustcontainatleast3%of volume. Source:2011CBL;TotalSample12-69 Classified-Internaluse

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