Bottled water, energy drink consumption up in 2007

by Jeff Gelski
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NEW YORK — Americans increased intake of energy drinks, bottled water and ready-to-drink teas and scaled back on carbonated soft drinks and fruit beverages in 2007, according to the latest edition of "The Multiple Beverage Marketplace in the U.S." from the Beverage Marketing Corp.

Bottled water consumption grew 6.1% in 2007 to nearly 8.8 billion gallons, which represented about 15% of U.S. consumers’ total liquid intake. Energy drink consumption grew 29%.

"Energy drinks, a sort of cousin to C.S.D.s, saw yet another year of double-digit percentage growth in 2007," the New York-based Beverage Marketing Corp. said. "The carbonated beverages fortified with functional ingredients ranked 11 in volume as of 2007, but that could soon change as persistent growth and expanded distribution make the once-niche category a more mainstream proposition."

Coffee consumption grew modestly, according to the report. Milk underwent a small downturn in 2007 after modest growth in 2006. Tea outperformed the beverage market as a whole thanks to growth in the R.-T.-D. format. Carbonated soft drink consumption dropped for a third straight year.

"U.S. residents have altered their beverage repertoire to fit with their varied lifestyles," the Beverage Marketing Corp. said. "Rather than relying on a small set of conventional beverages, they have adapted their drinking routines to include diverse products, including new styles tailored to meet particular needs at different occasions."

For more information on "The Multiple Beverage Marketplace in the U.S.," visit

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