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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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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

info.shoppermarketing@coca-cola.com


Consumer groups and consumption details of the category beverage landscape

5W Analysis of

BeverageCategories

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Consumer groups and consumption details of the category beverage landscape

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


Consumer groups and consumption details of the category beverage landscape

EXECUTIVESUMMARY:WHO

GreenMetrics haveanindexof>120 ;GreyMetrics areoneofthebiggestinsizeVolume-wise& haveanindex<110& >80.

BlackMetrics haveanindexbetween110& 120.Tobementioned,metricsmusthaveatleast3%ofvolume.

*Protein/Yogurt/MealRepl/NutritionalDrinks&Smoothies

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Consumer groups and consumption details of the category beverage landscape

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

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Consumer groups and consumption details of the category beverage landscape

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

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Consumer groups and consumption details of the category beverage landscape

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


Consumer groups and consumption details of the category beverage landscape

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


Consumer groups and consumption details of the category beverage landscape

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


Consumer groups and consumption details of the category beverage landscape

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


Consumer groups and consumption details of the category beverage landscape

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

84911,036

3,300

*Protein/Yogurt/MealRepl/NutritionalDrinks& Smoothies.Indexvs.TotalBeverages.

DarkGreenCells haveanindex>120;RedCells haveanindexof<80. Tobeshaded,cellsmustcontainatleast3%of volume.

Source:2011CBL;TotalSample12-69

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Consumer groups and consumption details of the category beverage landscape

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


Consumer groups and consumption details of the category beverage landscape

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

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Consumer groups and consumption details of the category beverage landscape

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


Consumer groups and consumption details of the category beverage landscape

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


Consumer groups and consumption details of the category beverage landscape

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


Consumer groups and consumption details of the category beverage landscape

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

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S p a r k l i n g and alc o h o l o v e r i n d e x f o r en j o y m e n t b a s e d n ee ds

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


Consumer groups and consumption details of the category beverage landscape

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


Consumer groups and consumption details of the category beverage landscape

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


Consumer groups and consumption details of the category beverage landscape

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

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