Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Executive Summary
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- The market
- Category sales are estimated to reach $11.5 billion in 2014
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- Figure 1: Total US retail sales and forecast of nutritional and performance drinks, at current prices, 2009-19
- Segment performance
- Sports drinks lead category sales, performance drinks lead growth
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- Figure 2: Total US retail sales of nutritional and performance drinks, by segment, at current prices, 2009-14
- Leading companies
- PepsiCo leads sales, Nestlé leads growth
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- Figure 3: MULO sales of nutritional and performance drinks, by five leading companies and private label, rolling 52 weeks 2013 and 2014 ($ millions)
- The consumer
- Sports drinks experience the highest usage in the category
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- Figure 4: Nutritional and performance drink consumption, any consumption, by age, October 2014
- One third of users drink sports drinks outside of workouts
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- Figure 5: Statements related to sports drinks (reasons for use), by age, October 2014
- What we think
Issues and Insights
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- Should category innovation move in the direction of specialization or adopt a broad reach?
- Issue
- Insight: Room for both specialization and democratization exist
- Do consumers think products in the category deliver on claims?
- Issue
- Insight: Category participants believe products help them meet their goals, but further efficacy positioning is necessary
- Do consumers see products in the category as healthy?
- Issue
- Insight: The category is generally seen as contributing to health, but room for boosted health positioning will help products manage the competition
Trend Applications
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- Trend: Extend My Brand
- Trend: Prove It
- Trend: Transumers
Market Size and Forecast
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- Key points
- Sales and forecast of nutritional and performance drinks
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- Figure 6: Total US retail sales and forecast of nutritional and performance drinks, at current prices, 2009-19
- Figure 7: Total US retail sales and forecast of nutritional and performance drinks, at inflation-adjusted prices, 2009-19
- Continued growth projected
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- Figure 8: Total US retail sales and forecast of nutritional and performance drinks, at current prices, 2009-19
- Forecast methodology
Market Drivers
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- Exercise trends favor category participation
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- Figure 9: Physical activity, October 2014
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- Figure 10: Nutritional and performance drink consumption, by physical activity, October 2014
- More than one third of consumers are trying to lose weight by dieting
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- Figure 11: Weight management, October 2014
- General interest in health and wellness benefit category participation
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- Figure 12: Personal goals in 2014, January 2014
- Half of consumers aim for a balanced diet
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- Figure 13: Diet preferences, October 2014
- Figure 14: Nutritional and performance drink consumption, by diet preferences, October 2014
- Aging population suggests a need for nutritional support
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- Figure 15: Population age 18+, by age, 2009-19
- Expanding Hispanic population means increases among key target group
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- Figure 16: Population by race and Hispanic origin, 2009-19
- Continued economic uncertainty favors affordable tools
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- Figure 17: Financial outlook: present vs. last 12 months, April 2008-June 2014
Segment Performance
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- Key points
- Sports drinks comprise 59% of sales, performance drinks post strong growth
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- Figure 18: Total US retail sales of nutritional and performance drinks, by segment, at current prices, 2012 and 2014
- Sports drink sales grow 27% from 2009-14
- US retail sales of sports drinks
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- Figure 19: Total US retail sales and forecast of sports drinks, at current prices, 2009-19
- Figure 20: Total US retail sales and forecast of sports drinks, at inflation-adjusted prices, 2009-19
- Performance drink sales increase by 116% from 2009-14
- US retail sales of performance drinks
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- Figure 21: Total US retail sales and forecast of performance drinks, at current prices, 2009-19
- Figure 22: Total US retail sales and forecast of performance drinks, at inflation-adjusted prices, 2009-19
- Sales of weight loss drinks dropped 13% from 2009-14
- US retail sales of weight loss drinks
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- Figure 23: Total US retail sales and forecast of weight loss drinks, at current prices, 2009-19
- Figure 24: Total US retail sales and forecast of weight loss drinks, at inflation-adjusted prices, 2009-19
- Nutritional drink sales grow 79% from 2009-14
- Familiar brands bring accessible offerings to the nutritional drink market
- US retail sales of nutritional drinks
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- Figure 25: Total US retail sales and forecast of nutritional drinks, at current prices, 2009-19
- Figure 26: Total US retail sales and forecast of nutritional drinks, at inflation-adjusted prices, 2009-19
Retail Channels
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- Key points
- Other channels comprise 70% of category sales
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- Figure 27: Total US retail sales of nutritional and performance drinks, by channel, at current prices, 2012 and 2014
- Supermarket sales of nutritional and performance drinks grow 62% from 2009-14
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- Figure 28: US supermarket sales of nutritional and performance drinks, at current prices, 2009-14
- Drug store sales of nutritional and performance drinks increase by 57% from 2009-14
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- Figure 29: US drug store sales of nutritional and performance drinks, at current prices, 2009-14
- Other retail channel sales of nutritional and performance drinks grow 35% from 2009-14
- Exclusive placement may benefit both manufacturers and retailers
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- Figure 30: US sales of nutritional and performance drinks at other retail channels, at current prices, 2009-14
- Natural channels sales in the category grew by 37% from 2012-14
- Natural channel sales of nutritional and performance drinks
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- Figure 31: Natural supermarket sales of nutritional and performance drinks, at current prices, rolling 52 weeks 2012-14
- Sports drinks see strong growth in natural channels
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- Figure 32: Natural supermarket sales of nutritional and performance drinks, by segment, at current prices, rolling 52 weeks 2012 and 2014
- Stevia-sweetened products see strong growth
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- Figure 33: Natural supermarket sales of nutritional and performance drinks, by presence of alternative sweetener, at current prices, rolling 52 weeks 2012 and 2014
Competitive Context
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- Consumers have a wide range of drink options from which to choose
- Water still leads for hydration
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- Figure 34: Statements related to sports drinks (competition), by sports drink consumption frequency*, October 2014
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- Figure 35: Statements related to sports drinks (competition), by diet preferences, October 2014
- Water enhancers deliver convenient, customizable, and flavorful drink experience
- Coconut water touts role in hydration
- Energy drinks and caffeinated beverages provide a boost
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- Figure 36: Characteristics (energy drinks), by daily sports drink and performance drink consumption, October 2014
- RTD smoothies compete for share of stomach as meal replacements
- Health interest challenges the category as much as it helps it
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- Figure 37: Nutritional and performance drink consumption, by weight management, October 2014
- Interest in protein/natural on the rise
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- Figure 38: Watching your diet (for health or weight), April 2009-June 2014
- Some 21% of sports drink users wish for more low-calorie options
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- Figure 39: Statements related to sports drinks (innovation of interest – low-calorie), by sports drink consumption frequency*, October 2014
Leading Companies and Brand Analysis
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- Key points
- PepsiCo leads MULO sales in category
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- Figure 40: Statements related to nutritional and weight loss drinks (store brands), by daily use of nutritional and performance drinks, October 2014
- Figure 41: MULO sales of nutritional and performance drinks, by leading companies, rolling 52 weeks 2013 and 2014
- Gatorade dominates MULO sales of sports drinks
- MULO sales of sports drinks
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- Figure 42: MULO sales of sports drinks, by leading companies and brands, rolling 52 weeks 2013 and 2014
- Three brands lead performance drink sales at MULO
- MULO sales of performance drinks
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- Figure 43: MULO sales of performance drinks, by leading companies and brands, rolling 52 weeks 2013 and 2014
- Slim-Fast loses MULO share to Atkins
- MULO sales of weight loss
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- Figure 44: MULO sales of weight loss drinks, by leading companies and brands, rolling 52 weeks 2013 and 2014
- Ensure tops MULO sales of nutritional drinks
- MULO sales of nutritional drinks
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- Figure 45: MULO sales of nutritional drinks, by leading companies/brands, rolling 52 weeks 2013 and 2014
Innovations and Innovators
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- Weight loss drinks experience strong new product activity
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- Figure 46: Weight loss drink launches, by launch type, 2010-14
- Figure 47: Sports drink launches, by launch type, 2010-14
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- Figure 48: Performance drink launches, by launch type, 2010-14
- Figure 49: Nutritional drink launches, by launch type, 2010-14
- Satiety claims on the rise among weight loss drinks
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- Figure 50: Weight loss drink launches, by top 10 product claims, 2010-14
- Other functional and ethical claims grow among sports drinks
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- Figure 51: Sports drink launches, by top 10 product claims, 2010-14
- Protein claims see strong growth among nutritional drink launches
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- Figure 52: Nutritional drink launches, by top 10 product claims, 2010-14
- Flavor innovation may expand interest
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- Figure 53: Statements related to sports drinks (innovation of interest), by sports drink consumption frequency*, October 2014
- Sports drink segment ventures into tropical
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- Figure 54: Sports drink launches, by top 10 flavors, 2010-14
- Other drinks in the category can move beyond chocolate and vanilla
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- Figure 55: Statements related to nutritional and weight loss drinks (flavor), by daily consumption, October 2014
- Figure 56: Weight loss drink launches, by top 10 flavors, 2010-14
- Kid-focused drinks prime the market for a new crop of consumers
Social Media – Sports Drinks
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- Key findings
- Market overview
- Key social media metrics
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- Figure 57: Key social media metrics, Dec. 2014
- Brand usage and awareness
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- Figure 58: Brand usage and awareness levels for select sports drink brands, October 2014
- Interactions with sports drink brands
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- Figure 59: interaction levels for select sports drink brands, October 2014
- Leading online campaigns
- Mobile apps
- Motivational campaigns
- Brand ambassadors
- What we think
- Online conversations
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- Figure 60: Online conversations for select sports drink brands, by week, Dec. 1, 2013-Nov. 30,2014
- Where are people talking about sports drinks?
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- Figure 61: Online conversations for select sports drink brands, by page type, Dec. 1, 2013-Nov. 30,2014
- What are people talking about?
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- Figure 62: Topics of conversation among select sports drink brands, Dec. 1, 2013-Nov. 30,2014
Nutritional and Performance Drink Consumption
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- Key points
- Sports drinks experience the highest usage in the category
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- Figure 63: Nutritional and performance drink consumption, October 2014
- Sports drink users average one per week
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- Figure 64: Thirst quencher and sports/activity drinks, April 2009-June 2014
- Men are strong targets for sports, nutritional, and performance drinks
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- Figure 65: Nutritional and performance drink consumption, by gender, October 2014
- 25-34s are significantly more likely than average to participate in the category
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- Figure 66: Nutritional and performance drink consumption, by age, October 2014
- Consumption among teens and kids on the decline
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- Figure 67: Thirst quencher and sports/activity drinks, April 2013-June 2014
- Figure 68: Thirst quenchers or sports/activity drinks, April 2013-June 2014
- Category may be cost prohibitive
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- Figure 69: Nutritional and performance drink consumption, by household income, October 2014
- Powders add diversity to a regular schedule
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- Figure 70: Use of powdered nutritional and weight loss drinks (format), by consumption frequency*, October 2014
- Powders most strongly appeal to under 35s
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- Figure 71: Statements related to nutritional and weight loss drinks (format), by age, October 2014
- Powder packets may be convenient option for active lifestyles
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- Figure 72: Statements related to nutritional and weight loss drinks (format), by physical activity, October 2014
Reasons for Use – Sports Drinks
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- Key points
- One third of users say they drink sports drinks outside of workouts
- Energy positioning resonates with 25-34s
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- Figure 73: Statements related to sports drinks (reasons for use), by age, October 2014
- Opportunity exists for premium/targeted positioning
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- Figure 74: Statements related to sports drinks (reasons for use), by household income, October 2014
- Energy delivery/maintenance important among frequent users
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- Figure 75: Statements related to sports drinks (reasons for use), by sports drink consumption frequency*, October 2014
Reasons for Use – Nutritional and Weight Loss Drinks
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- Key points
- Consumers turn to products in the category for a range of uses
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- Figure 76: Statements related to nutritional and weight loss drinks (reasons for use), by drink type, October 2014
- Infrequent users turn to the products when they’re busy
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- Figure 77: Reasons for occasional use, by age, October 2014
Opinions About Nutritional and Performance Drinks
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- Key points
- Sports drinks lead for taste, nutritional drinks seen as healthy
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- Figure 78: Opinions about nutritional drinks, performance drinks, and energy drinks, October 2014
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- Figure 79: Opinions about nutritional drinks, performance drinks, and energy drinks, correspondence analysis, October 2014
- Sports drinks
- Sports drink flavors particularly appeal to under 25s
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- Figure 80: Opinions about sports drinks, by age, October 2014
- Daily users three times as likely to say products help with goals
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- Figure 81: Opinions about sports drinks, by consumption frequency*, October 2014
- Meal replacement drinks
- Taste and health attract daily meal replacement users
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- Figure 82: Opinions about meal replacement drinks, by consumption frequency*, October 2014
- Nutritional drinks
- Health positioning and efficacy attracts nutritional drink users
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- Figure 83: Opinions about nutritional drinks, by consumption frequency*, October 2014
- Weight loss drinks
- Weight loss drinks don’t resonate with 65+
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- Figure 84: Opinions about weight loss drinks, by age, October 2014
- More than a quarter of users say weight loss drinks do what they promise
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- Figure 85: Opinions about weight loss drinks, by consumption frequency*, October 2014
- Performance drinks
- Nearly one quarter of consumers say performance drinks are too extreme for their needs
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- Figure 86: Opinions about performance drinks, by age, October 2014
- More than one third of daily users say performance drinks help meet goals
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- Figure 87: Opinions about performance drinks, by consumption frequency**, October 2014
Attributes of Interest – Sports Drinks
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- Key points
- Nearly one quarter of sports drink users looking for natural products
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- Figure 88: Statements related to sports drinks (attributes), by age, October 2014
- Daily users inspired by athletes in ads
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- Figure 89: Statements related to sports drinks (attributes), by sports drink consumption frequency*, October 2014
Attributes of Interest – Nutritional and Weight Loss Drinks
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- Key points
- Protein leads interest in nutritional and weight loss drinks
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- Figure 90: Statements related to nutritional and weight loss drinks (attributes), by age, October 2014
- Natural products of interest to HHs earning $150K+
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- Figure 91: Statements related to nutritional and weight loss drinks (attributes), by household income, October 2014
- Probiotics may resonate with daily weight loss drink users
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- Figure 92: Statements related to nutritional and weight loss drinks (attributes), by weight loss drink consumption frequency*, October 2014
Purchase Location – Sports Drinks
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- Key points
- Mass comes in close second to supermarkets in sports drink sales
- 18-24s more likely to shop for sports drinks at mass merchandisers
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- Figure 93: Sports drink purchase location, by age, October 2014
- Club stores help daily users and active consumers buy in bulk
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- Figure 94: Sports drink purchase location, by sports drink consumption frequency*, October 2014
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- Figure 95: Sports drink purchase location, by physical activity, October 2014
Impact of Race and Hispanic Origin
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- Key points
- Hispanics appear as strong target for category participation
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- Figure 96: Nutritional and performance drink consumption, by race/Hispanic origin, October 2014
- Sports drink mixes find stronger interest among Hispanics
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- Figure 97: Statements related to sports drinks (format), by Hispanic origin, October 2014
- Natural ingredients appeal to Hispanics
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- Figure 98: Statements related to nutritional and weight loss drinks (attributes), by race/Hispanic origin, October 2014
- Ads featuring athletes resonate with Hispanics
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- Figure 99: Statements related to sports drinks (attributes), by Hispanic origin, October 2014
Appendix – Other Useful Tables
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- Consumption
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- Figure 100: Nutritional and performance drink consumption, by gender and age, October 2014
- Figure 101: Statements related to nutritional and weight loss drinks (format), by household income, October 2014
- Figure 102: Statements related to sports drinks (format), by household income, October 2014
- Reasons for use
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- Figure 103: Statements related to nutritional and weight loss drinks (reasons for use), by age, October 2014
- Figure 104: Statements related to nutritional and weight loss drinks (reasons for use), by race/Hispanic origin, October 2014
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- Figure 105: Statements related to nutritional and weight loss drinks (reasons for use), by weight management, October 2014
- Figure 106: Statements related to sports drinks (reasons for use), by physical activity, October 2014
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- Figure 107: Statements related to nutritional and weight loss drinks (reasons for use), by weight loss drink consumption frequency*, October 2014
- Figure 108: Statements related to nutritional and weight loss drinks (reasons for use), by meal replacement drink consumption frequency*, October 2014
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- Figure 109: Statements related to nutritional and weight loss drinks (reasons for use), by nutritional drink consumption frequency*, October 2014
- Opinions about nutritional and performance drinks
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- Figure 110: Opinions about meal replacement drinks, by age, October 2014
- Figure 111: Opinions about nutritional drinks, by age, October 2014
- Figure 112: Opinions about nutritional and performance drinks, by gender and age, October 2014
- Innovation of interest
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- Figure 113: Statements related to sports drinks (innovation of interest), by Hispanic origin, October 2014
- Attributes
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- Figure 114: Statements related to nutritional and weight loss drinks (attributes), by meal replacement drink consumption frequency*, October 2014
- Figure 115: Statements related to nutritional and weight loss drinks (attributes), by weight management, October 2014
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- Figure 116: Statements related to nutritional and weight loss drinks (attributes), by physical activity, October 2014
- Figure 117: Statements related to sports drinks (attributes), by household income, October 2014
- Flavor
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- Figure 118: Statements related to nutritional and weight loss drinks (flavor), by race/Hispanic origin, October 2014
- Sports drink purchase location
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- Figure 119: Sports drink purchase location, by household income, October 2014
- Figure 120: Sports drink purchase location, by gender and age, October 2014
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- Figure 121: Sports drink purchase location, by Hispanic origin, October 2014
- Figure 122: Liquid/powdered nutritional supplements or liquid breakfasts, April 2013-June 2014
Appendix – Social Media
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- Brand usage or awareness
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- Figure 123: Brand usage or awareness, October 2014
- Figure 124: Gatorade usage or awareness, by demographics, October 2014
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- Figure 125: Powerade usage or awareness, by demographics, October 2014
- Figure 126: PowerCoco usage or awareness, by demographics, October 2014
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- Figure 127: Nuun usage or awareness, by demographics, October 2014
- Figure 128: MiO Fit usage or awareness, by demographics, October 2014
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- Figure 129: BodyArmor usage or awareness, by demographics, October 2014
- Activities done
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- Figure 130: Activities done, October 2014
- Figure 131: Gatorade – Activities done – I have looked up/talked about this brand online on social media…, by demographics, October 2014
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- Figure 132: Gatorade – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, October 2014
- Figure 133: Gatorade – Activities done – I follow/like the brand on social media because…., by demographics, October 2014
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- Figure 134: Gatorade – Activities done – I have researched the brand on social media to…., by demographics, October 2014
- Figure 135: Powerade – Activities done – I have looked up/talked about this brand online on social media…, by demographics, October 2014
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- Figure 136: Powerade – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, October 2014
- Figure 137: Powerade – Activities done – I follow/like the brand on social media because…., by demographics, October 2014
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- Figure 138: Powerade – Activities done – I have researched the brand on social media to…., by demographics, October 2014
- Figure 139: PowerCoco – Activities done – I have looked up/talked about this brand online on social media…, by demographics, October 2014
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- Figure 140: PowerCoco – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, October 2014
- Figure 141: PowerCoco – Activities done – I follow/like the brand on social media because…., by demographics, October 2014
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- Figure 142: MiO Fit – Activities done – I have looked up/talked about this brand online on social media…, by demographics, October 2014
- Figure 143: MiO Fit – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, October 2014
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- Figure 144: MiO Fit – Activities done – I follow/like the brand on social media because…., by demographics, October 2014
- Key social media metrics
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- Figure 145: Key social media metrics for select nutritional and performance drinks, Dec. 2014
- Online conversations
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- Figure 146: Online conversations for select nutritional and performance drink brands, by week, Dec. 1, 2013-Nov. 30,2014
Appendix – Trade Associations
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- Academy of Nutrition and Dietetics
- American Beverage Association (ABA)
- Council for Responsible Nutrition (CRN)
- Food Marketing Institute (FMI)
- Grocery Manufacturers of America (GMA)
- International Society of Beverage Technologists (ISBT)
- National Association of Convenience Stores (NACS)
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