Alternative Beverages And Its Impact On The Beverage Industry

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Alternative beverages have become very popular over the last decade and have made a huge impact on the beverage industry. Examples of alternative beverages are energy drinks, sports drinks, and vitamins enhanced beverages. These beverages gain popularity around the mid-2000s. The overall sales of alternative beverages were affected from 2005-2007, where sales grew by more than 13 percent then slowed down to 6 percent when the economy began to decline. The market was hit hard as a result of the economy between 2008 and 2009. Sales declined by 12.3 percent during this time period. The sales for vitamin enhanced and flavored waters had declined by 12.5 percent during this time period. Meanwhile energy drinks were not being as negatively impacted; there was a 0.2 percent growth from 2008 to 2009. In 2009, the United States accounted for 42.3 percent of the worldwide sales for alternative beverages. Sports drinks accounted for 60 percent of the alternative beverage sales, vitamin enhanced drinks accounted for 23 percent, and energy drinks accounted for 18 percent of the alternative beverage sales. During this same year, Pepsi Co was the number one seller of beverages in the United States. In 2010, they became the forth largest food and beverage company in the world. The Coca-Cola Company was the world’s leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates. They reported revenues of almost $31 billion in 2009 with sales in more than 200…

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