Shoppers Seek Healthy Beverages

supermarketnews.com DATAPOINTS July 15, 2013 SHOPPERS SEEK HEALTHY BEVERAGES Shoppers would be willing to spend up to 31% more for healthy editor. That could represent an opportunity to increase versions of carbonated beverages, according to a survey of 1,985 consumers conducted in May by Phil Lempert, chief executive officer of SupermarketGuru.com and SN contributing sales and margins in the category through reformulation, he explained. SOURCE: supermarketguru.com HEALTHY BEVERAGE LIST Willing to Pay More for A Healthy Beverage? 3% 16% (consumers asked which beverages they considered healthy) Maybe Water of respondents cited weight loss as the No. 1 reason to consume a healthy beverage Green tea 24% No Milk 100% juice Coffee Top Reasons to Drink a Healthy Beverage Tea 13% 73% Yes Smoothies Yogurt drinks #1 Weight loss Protein drinks #2 Overall health Diet soda #3 Reduce sugars Say nutrition #4 More satisfying and health are #5 Vitamin supplementation very/somewhat important #6 Avoid empty in selecting Water Wins! calories beverages Americans drink more #7 Set example for children water per year than soda: Top Trusted Internet Doctors Nutritionists Dietitians Water: 58 gallons Soda: 44 gallons SOURCE: Beverage Tracker Nutrition Sources "The No. 1 ranked healthy beverage choice was water – no surprise – but the No. 2 selection of green tea, above milk, underscores the power and growth of this tea." - PHIL LEMPERT, CEO, SupermarketGuru.com How Much More Would You Spend for a Healthy Beverage? 31% 10% MEN WOMEN 22% 17% 15% Say their diet is "as healthy as it can be" 7% 0% 2% CARBONATED NON-CARBONATED JUICES TEAS