Trends, Foresights, & Insights: Never Miss, or Misread a Trend Again

CDC data shows that water accounted for 43.7% of beverage consumption among US kids aged 2-19 in the period 2013-2016, followed by milk (21.5%), soft drinks (19.9%), and 100% juice (7.3%).  Other beverages’ such as coffee, tea, sports, energy drinks, and other products accounted for 7.6% of intakes.


Consumption of milk dropped significantly with age, with milk accounting for almost a third of beverage intake (32.1%) for 2-5 year olds, but dropping to just 14.5% for 12-19 year olds during the period.  So, what are kids replacing milk and juice with? As children move into the 6-11 year bracket, consumption of soft drinks rises the most strongly, while consumption of water and other beverages (energy drinks, coffee etc) rises as they hit the 12-19 year bracket.


Lightbulb Moment: This study is interesting because it shows kids move from milk to soda to energy drinks and coffee – with water surviving all age brackets.  A follow-up study would be of value to the industry to see how the influence of plant water effects these numbers and what researchers see as the pros and cons of their incorporation into the diet of each age group.