Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Market overview
- Key trends
- Performance drinks pack a lot of power into a small package
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- Figure 1: Total US retail sales of sports and performance drinks, by segment, at current prices, 2019
- Peak performance for all
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- Figure 2: Fitness segmentation
- The best laid trends can go to waste
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- Figure 3: Drinks consumed, January 2020
- It’s what’s inside the bottle that counts
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- Figure 4: Purchase motivators, January 2020
- What it means
The Market – What You Need to Know
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- Slow but steady sales could win the race
- What other categories are at the starting line?
- Grocery stores looking for a place on the podium
Market Size and Forecast
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- Running a marathon, not a sprint
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- Figure 5: Total US sales and fan chart forecast of market, at current prices, 2014-24
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- Figure 6: Total US sales and forecast of sports and performance drinks, at current prices, 2014-24
Market Breakdown
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- Sports drinks quench consumers’ thirst
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- Figure 7: Total US retail sales of sports and performance drinks, by segment, at current prices, 2019
- Figure 8: Total US retail sales and forecast of sports drinks, at current prices, 2014-24
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- Figure 9: Total US retail sales and forecast of sports drinks, at current prices, 2014-24
- Grocery stores clocked a new personal best
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- Figure 10: Total US retail sales of sports and performance drinks, by channel, at current prices, 2014-19
Market Perspective
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- BFY is setting up hurdles
- BFY beverages
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- Figure 11: Competing functional drinks
- BFY snacks and bars
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- Figure 12: Competing functional snacks
Market Factors
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- The war on sugar
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- Figure 13: Percent of people aged 20 or older who are overweight or obese, 2001-02 to 2015-16
- Aging population may shift functional needs
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- Figure 14: Population aged 18+, by age, 2014-24
- Specialty retailers are throwing out the playbook
Key Players – What You Need to Know
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- MVPs are slowly losing share to new players
- Brands are facing off against themselves
- Hosting open tryouts to find the next big consumer group
Company and Brand Sales of Sports and Performance Drinks
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- Zero-sugar claims kept leading brands off the bench
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- Figure 15: Leading zero sugar energy drinks, 2018-19
- Figure 16: Multi-outlet sales of sports drinks, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Small but powerful brands are driving the performance drink market
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- Figure 17: Optimum Nutrition’s AMIN.O ENERGY, February 2020
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- Figure 18: Multi-outlet sales of performance drinks, by leading companies and brands, rolling 52 weeks 2018 and 2019
What’s Working?
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- BODYARMOR could go pro
- From the consumer
- From the consumer
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- Figure 19: BODYARMOR and BODYARMOR Lyte, 2018-19
- Propel is the perfect storm
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- Figure 20: Propel RTD and powder 2018-19
- Stepping off the field and into the board room
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- Figure 21: Celebrity investments in sports drinks
- Private label: an underdog story
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- Figure 22: Private label performance drinks
What’s Struggling?
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- Too many players on the field
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- Figure 23: Purchase intelligence – Gatorade vs Powerade
- The walls between performance drinks are falling
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- Figure 24: Blurring performance drinks
What to Watch
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- Coca-Cola could steal a base
- Powerade Ultra: for the power lifter
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- Figure 25: Powerade Ultra – February 2020
- Power Water: for the power walker
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- Figure 26: Power Water – February 2020
- A new wave of fans are rushing the market
- Approachable energy for the everyday exercisers
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- Figure 27: Simple drink claims
- Focus fuels eSports athletes
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- Figure 28: Performance drinks for gamer health, February 2020
- Maximize performance through personalization
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- Figure 29: Gainful Protein Powder, February 2020
- Brains need a boost too
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- Figure 30: Common performance drink ingredients with cognitive effects, February 2020
- Figure 31: Functional drinks with clear cognitive claims
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- Figure 32: Functional drinks without clear cognitive claims
The Consumer – What You Need to Know
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- Defining “athlete”
- Consumers want their heart rate up, sugar content down
- Protein knocks it out of the park
Sports and Performance Drink Consumption
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- The difference between “active” and “athlete”
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- Figure 33: Fitness segmentation, January 2020
- Young men play to win – who is getting sidelined?
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- Figure 34: Fitness segmentation, by age and gender, January 2020
- Split between “like” and “love”
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- Figure 35: Repertoire analysis – drinks consumed, by fitness segmentation, January 2020
- Traditional sports drinks hold the championship belt
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- Figure 36: Drinks consumed, January 2020
- Clean label yields messy results
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- Figure 37: Natural sports drinks vs other sports drinks
Consumption Occasions
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- Similar benefits, different functions
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- Figure 38: Consumption occasions, January 2020
- Separating the marathon runners from the mall walkers
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- Figure 39: Consumption occasions, by fitness segmentation, January 2020
Shifts in Consumption
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- Protein has growth potential in an otherwise mature market
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- Figure 40: Shifts in consumption. January 2020
- Athletes are driving growth
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- Figure 41: Shifts in consumption, by fitness segment, January 2020
- Hydration and health make a great team
- Water is weighing heavily on sports drinks
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- Figure 42: Reasons for drinking more sports drinks, January 2020
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- Figure 43: Reasons for drinking less sports drinks, January 2020
- Protein pulls consumers in
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- Figure 44: Reasons for drinking more protein drinks, January 2020
Purchase Motivators
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- Gain favor through flavor
- Startups need to play ball
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- Figure 45: Purchase motivators, January 2020
- Figure 46: TURF analysis – drink purchase motivators, January 2020
- Methodology
- High-performing athletes have high standards
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- Figure 47: Purchase motivators, by fitness segment, January 2020
Attitudes toward Sports and Performance Drinks
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- A healthy option for everyone
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- Figure 48: Attitudes toward sports and performance drinks, January 2020
- Goals shape attitudes
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- Figure 49: Attitudes toward sports and performance drinks, by fitness segment, January 2020
- Get parents on your team
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- Figure 50: Attitudes toward sports and performance drinks, by parental status, January 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 51: Total US retail sales and forecast of sports and performance drinks, at inflation-adjusted prices, 2014-24
- Figure 52: Total US retail sales and forecast of sports and performance drinks, by segment, at current prices, 2014-24
- Figure 53: Total US retail sales of sports and performance drinks, by segment, at current prices, 2017 and 2019
- Figure 54: Total US retail sales and forecast of sports drinks, at current prices, 2014-24
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- Figure 55: Total US retail sales and forecast of sports drinks, at inflation-adjusted prices, 2014-24
- Figure 56: Total US retail sales and forecast of performance drinks, at current prices, 2014-24
- Figure 57: Total US retail sales and forecast of performance drinks, at inflation-adjusted prices, 2014-24
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Appendix – Retail Channels
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- Figure 58: Total US retail sales of sports and performance drinks, by channel, at current prices, 2014-19
- Figure 59: Total US retail sales of sports and performance drinks, by channel, at current prices, 2017 and 2019
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- Figure 60: US supermarket sales of sports and performance drinks, at current prices, 2014-19
- Figure 61: US drugstore sales of sports and performance drinks, at current prices, 2014-19
- Figure 62: US sales of sports and performance drinks through other retail channels, at current prices, 2014-19
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Appendix – Key Players
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- Figure 63: Multi-outlet sales of sports and performance drinks, by leading companies, rolling 52 weeks 2018 and 2019
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Appendix – The Consumer
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- Figure 64: Correspondence analysis – symmetrical map – beverage comparison, January 2020
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