Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.


Welcome to the
family.
✔Natural Flavors ✔Always Craft-y ✔Caffiene-Free


Craft soda
Report
2016
Researched & Reported by students at the Mays Business School in
College Station, TX


CRAFT MARKET
Primed for
INNOVATION &
Growth
44% Want to try craft
soda.5
Drink craft sodas for distinctive
flavors. Boot...


what does the
market look like?
As the CSD giants face dire health straits in the 21st
century, All-natural and craft so...


While the overall CSD
market is expected to
decline through 2020,
naturally sweetened and
craft sodas are seeing
exponen...


What
drives
Trial?
what
can
prevent
Trial?
1
2
3
4
Natural or Healthy
Ingredients
Premium Ingredients
Creative Flavors
S...


boots beverages
‘Boots’ Kristen, for whom the
brand is named, had a keen
focus on quality and
craftsmanship in the early...
Sources
1. Jones, Greg - Grocery Retailer with H-E-B (2016,
April 29). Craft Soda Basket Ring [Telephone
interview].
2. Fi...
Upcoming SlideShare
Loading in …5
×

Graphic Design and Market Research- Craft Soda Consumer Report

316 views

Published on

  • Login to see the comments

Graphic Design and Market Research- Craft Soda Consumer Report

  1. 1. 
 Welcome to the family. ✔Natural Flavors ✔Always Craft-y ✔Caffiene-Free
  2. 2. 
 Craft soda Report 2016 Researched & Reported by students at the Mays Business School in College Station, TX
  3. 3. 
 CRAFT MARKET Primed for INNOVATION & Growth 44% Want to try craft soda.5 Drink craft sodas for distinctive flavors. Boots Beverages are the very definition of distinctive 540% Think sodas with natural ingredients are healthier than those made with artificial sweeteners. Good thing we’ve got natural flavors to spare.6 57%
  4. 4. 
 what does the market look like? As the CSD giants face dire health straits in the 21st century, All-natural and craft sodas have seen ever increasing popularity2,6, as their mix of nostalgia and healthier ingredients are attracting younger consumers. Craft sodas represent a healthier alternative for young parents looking for a more premium non-alcoholic beverage, as well as to be drank on special occasions by themselves or as a high-end mixer.5 Does the market have potential? Absolutely4,5. Craft soda’s market potential has yet to be fulfilled - ⅔’s of consumers still have not sampled craft sodas. Many of those consumers (almost half) are interested in trying craft soda. Unfamiliarity of brands and the wide variety of flavors hinder people from giving craft soda a chance. However, natural ingredients are driving trial across the country. 53% say they’d buy natural versions of their favorite soft drinks.5
  5. 5. 
 While the overall CSD market is expected to decline through 2020, naturally sweetened and craft sodas are seeing exponential growth.6 who buys craft soda? Expected Growth Families with children: typically age 25-345 Frequent grocery stores and mass merchandisers Driven by trial Drink with meals and on special occassions Spend more weekly on groceries than population-wide average3
  6. 6. 
 What drives Trial? what can prevent Trial? 1 2 3 4 Natural or Healthy Ingredients Premium Ingredients Creative Flavors Sophisticated Flavor Profile 1 2 3 4 Unfamiliarity with Brands Too Expensive Unfamiliarity in the craft movement with sodas5 Fear of Trying Unexplored Flavors
  7. 7. 
 boots beverages ‘Boots’ Kristen, for whom the brand is named, had a keen focus on quality and craftsmanship in the early days of localized bottling. The caramel apple doesn’t fall far from the tree. We like to keep things in the family. Today, Mark Kristen, President and CEO, ensures Boots Beverages are crafted from the finest ingredients, using pure cane sugar and natural flavors. Brand order (Layout). Dewberry Soda, Coconut Cream Soda, Sarsaparilla Root Beer, Cinnamon Red Hot Soda, The Ultimate Caramel Cola, Strawberries ‘n Cream Soda, Orange Boots Dromsicle Soda, Lucky Ginger Brew, Lemon Meringue Soda, Caramel Apple Soda Placement. Grocery, Liquor store, C-store, Independents, On-Premise
  8. 8. Sources 1. Jones, Greg - Grocery Retailer with H-E-B (2016, April 29). Craft Soda Basket Ring [Telephone interview]. 2. Five Star Soda. (n.d.). Retrieved March, 2016, from https://fivestarsoda.com/ 3. Simmons OneView (2016, April 20). [Craft Soda Target Market Spending Trends]. Unpublished raw data. 4. Reeds Inc. (2016). 10-K Report. Retrieved from http://reedsinc.com/investors/sec-filings/ 5. Sisel, E. (n.d.). Carbonated Soft Drinks: Spotlight on Natural/Craft - US - June 2015 (Rep.). Mintel. Retrieved February, 2016, from academic.mintel.com/ display/716550/.* 6. Sisel, E. (2015, August 11). Three in five Americans agree carbonated soft drinks made with natural ingredients are healthier. Retrieved February, 2016, from http://www.mintel.com/press-centre/food-and- drink/three-in-five-americans-agree-carbonated-soft- drinks-made-with-natural-ingredients-are-healthier *Distilled, analyzed and summarized in accordance with Section 1.5 of the Mintel User Agreement for a project conducted as a part of a course.

×