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Bottled Water in the US
Euromonitor International, March 2009, Pages: 56
Healthy and fortified drinks appear
As reports of obese Americans and the cost to the medical care system dominate the media, more and more attention is being paid by both consumers and manufacturers to healthier soft drinks. Low-calorie carbonates continue to increase in sales even as other carbonates struggle to retain consumer interest.
Consumers are continuing to look for fortified or naturally healthy soft drinks, and manufacturers continued to respond in 2005 with new products to meet this demand. The Coca-Cola Co and PepsiCo each launched lowcarb versions of their colas (C2 and Pepsi Edge) in an attempt to leverage the popular Atkins low-carb food trend. Low-carb RTD teas and sports drinks also began to appear. Minute Maid and Tropicana rolled out fortified versions of their orange juices tailored for growing children and heart health-conscious consumers.
Naturally healthy juices with antioxidants like pomegranate and cranberry enjoyed strong sales gains. Functional waters continued to make gains, as well as organic beverages, with consumers proving willing to accept higher prices due to the perceived health advantages of these products.
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