kling fruit drinks, sweetened flavored waters, and flavor-essenced water.
Snapple created the U.S. new age market of high-margin, ready-to-drink "natural" fruit beverages, flavored waters, and juice teas. Sales of ready-to-drink (RTD) teas seem to have already had their greatest growth from 1991 to 1995, according to FIND/SVP. U.S. new age beverage and sports drink categories, increasing total outlays from 1993's $37 million to $66 million in 1994.
Adults ages 18 to 24 are more likely than adults in any other age group to consume three of the four new age beverage categories. Only flavor-essenced sparkling water is more popular among other groups--those ages 35 to 54. However, marketing research confirms that Generation Xers, born between 1961 and '81, quickly lose interest in a product once their parents are buying it (Horovitz, 1995,
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