The last time PepsiCo overhauled its Gatorade strategy, Indra Nooyi was chairman and CEO. Back in 2009, amid the Great Recession, Nooyi attributed a slump in Gatorade sales to the fact that couch potato consumers, who “didn’t really have a right to exist in the Gatorade world,” had turned to other beverages, including tap water. The brand’s solution at the time was...

ABOUT THIS REPORT AND BD’S FACT BOOK, 31ST EDITION. This report is a snapshot of BD’s newly-published Fact Book, 31st Edition. Fact Book offers a comprehensive view of US liquid refreshment beverage industry sales performance by brands, company, and category. Annually, BD compiles estimated volume and value sales data for the US liquid refreshment beverages (LRB) market, as well as categories including carbonated soft drinks (CSD), and energy drinks. The data included in BD’s Fact Book and in this special issue synopsis estimates beverage sales for all measured and unmeasured channels, including packaged retail, fountain, and vending. The fountain channel includes restaurants, sports and entertainment venues, and other foodservice outlets. In recent years, BD has added chilled juice to the annual Fact Book and to this report. Table 1 does not include an “all other” category and therefore market shares do not sum to 100.