Page 6 - Sample Business Plan 2

Per capita beverage consumption is a representation of each type of drink consumed, in gallons, divided by the total U.S. population. While soft drink consumption at 44.7 gallons is by far the highest, it is on the decline due to the rise of other beverages and health concerns. Per Capita Beverage Consumption by Gallons per Year 44.7 50 40 Gallons per Year 30 18.5 11.5 10.3 6.7 20 10 0 Soft Drinks Coffee Fruit Juices Tea Other Drinks Beverage Type Source: AdAge 2011 The carbonation soft drink production industry is experiencing a steady decline in revenue as well, matching the trend of decreased consumption habits. While the industry is expected to decline from $21 billion in 2011 to just $19.1 billion by 2016. However the industry is still very healthy with ample room for production innovation and expansion, particularly in terms of at-home single-serve beverages. Carbonated Drink Production Industry Revenue $22.0 $21.4 $21.0 $21.0 $21.0 $20.3 $20.4 $19.7 $19.7 $20.0 $19.6 $19.5 Billions $19.2 $19.1 $19.0 $18.0 $17.0 2006 2007 2008 2009 2010 2011 2012 2013 2014E 2015E 2016E Years Source: IBISWolrd 2013 Confidential Page 6 of 23