Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations & terms
- Abbreviations
- Terms
Executive Summary
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- The sports drinks market is close to $3 billion in sales
- Growth driven by reaching new demographic groups
- Water is the greatest competition for “share of thirst” during activity
- New formulae of sports drinks blur the definition of the category
- Bottled sports drinks outsell other forms
- Gatorade dominates the sports drink market, though Powerade is encroaching
- Flavor is key
- Future
- Forecast
Market Drivers
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- Overview
- Competition from other alternative beverage choices
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- Figure 1: Number of new beverage product releases, by year, 1999-2004
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- Figure 2: Whether use listed type of beverage, May 2003-April 2004
- Increasing competition in the sports drink market
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- Figure 3: Number of new energy and sports drink beverage product releases, by year, 1999-2004
- Generational factors
- Age
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- Figure 4: U.S. population by generation, 2004 and 2010
- Gender
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- Figure 5: Whether use listed type of beverage, by gender, May 2003-April 2004
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- Figure 6: Whether use sports drinks, by gender of teens, 2004
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- Figure 7: Number of sports drinks used in past 30 days among teens, by gender, 2004
- Activity levels in the U.S.
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- Figure 8: Sports drink purchase, by frequency of exercise, November 2004
- Sports participation
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- Figure 9: Selected sports/activities played or participated in during the past 12 months, May 2003-April 2004
- Exercise participation
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- Figure 11: Selected sports/activities played or participated in during the past 12 months, 2004
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- Figure 12: Selected sports/activities played or participated in during the past 12 months, 2004
- Health club memberships
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- Figure 13: Health and fitness club membership by type of club, 2000 and 2002
- Shift towards healthier drinking
- A better choice than soda
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- Figure 14: Sports drink healthiness comparison to sodas/pop, November 2004
- Hydration focus
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- Figure 15: FDM sales of bottled water, by manufacturer and brand, 2002 & 2004
Market Size & Trends
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- Figure 16: Total U.S. sales of sports drinks, at current and constant prices, 1999-2004
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- Graph 1: Total U.S. sales of sports drinks, at current and constant prices, 1999-2004
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Market Segmentation
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- Figure 17: Segments in which major sports drink suppliers have products, 2005
- Overview
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- Figure 18: FDM sales of sports drinks, segmented by product type, 2002 & 2004
- Bottled sports drinks
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- Figure 19: FDM sales of bottled sports drinks, 1999-2004
- Shelf-stable powder sports drinks
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- Figure 20: FDM sales of shelf-stable powder sports drinks, 1999-2004
- Aseptic sports drinks
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- Figure 21: FDM sales of aseptic sports drinks, 1999-2004
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Supply Structure
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- Overview
- Sales by manufacturer
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- Figure 22: FDM sales of sports drinks, by manufacturer, 2002 & 2004
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- Graph 2: FDM sales of sports drinks, by manufacturer, 2004
- Brand sales by segment
- Bottled sports drinks
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- Figure 23: FDM brand sales of bottled sports drinks, 2002 & 2004
- Shelf-stable powdered sports drinks
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- Figure 24: FDM brand sales of shelf-stable powdered sports drinks, 2002 & 2004
- Aseptic sports drinks
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- Figure 25: FDM brand sales of aseptic sports drinks, 2002 & 2004
- Major companies and brands
- Pepsi/Gatorade
- Coca-Cola/Powerade
- Monarch/All Sport
- Kraft Foods/Capri Sun Sport
Advertising & Promotion
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- Introduction
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- Figure 26: Media expenditures for top sport drink brands, 2001-2003
- PepsiCo/Gatorade
- Coco-Cola/Powerade
- Monarch/All Sport
- Kraft Foods/Capri Sun Sport
Retail Distribution
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- Overview
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- Figure 27: Retail sales of sports drinks, by channel, 1999-2004
- Convenience stores
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- Figure 28: Convenience store sales of sports drinks, 1999-2004
- Supermarkets
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- Figure 29: Supermarket sales of sports drinks, 1999-2004
- Mass merchandisers
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- Figure 30: Mass merchandiser sales of sports drinks, 1999-2004
- Drug store
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- Figure 31: Drug store sales of sports drinks, 1999-2004
The Consumer
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- Introduction
- Exercise program participation
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- Figure 32: Participation in regular exercise, May 2003- April 2004
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- Figure 33: Participation in regular exercise, by gender, May 2003- April 2004
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- Figure 34: Participation in regular exercise, by age, May 2003- April 2004
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- Figure 35: Participation in regular exercise, by level of educational attainment, May 2003- April 2004
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- Figure 36: Participation in regular exercise, by household income, May 2003- April 2004
- Frequency of exercise or sports participation
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- Figure 37: Frequency of exercise or sports participation in typical week, November 2004
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- Figure 38: Frequency of exercise or sports participation in typical week, by gender, November 2004
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- Figure 39: Frequency of exercise or sports participation in typical week, by age, November 2004
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- Figure 40: Frequency of exercise or sports participation in typical week, by income, November 2004
- Whether buy sports drinks and for whom
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- Figure 41: Sports drink purchase, November 2004
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- Figure 42: Sports drink purchase, by gender, November 2004
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- Figure 43: Sports drink purchase, by age, November 2004
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- Figure 44: Sports drink purchase, by marital status, November 2004
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- Figure 45: Sports drink purchase, by presence of children, November 2004
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- Figure 46: Sports drink purchase, by household income, November 2004
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- Figure 47: Sports drink purchase, by community type, November 2004
- Purchase location for sports drinks among adult users
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- Figure 48: Purchase outlet for sports drinks, November 2004
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- Figure 49: Purchase outlet for sports drinks, by gender, November 2004
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- Figure 50: Purchase outlet for sports drinks, by age, November 2004
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- Figure 51: Purchase outlet for sports drinks, by income, November 2004
- General attitudes toward sports drinks
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- Figure 52: Attitudes toward sports drinks, November 2004
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- Figure 53: Attitudes toward sports drinks, by gender, November 2004
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- Figure 54: Attitudes toward sports drinks, by age, November 2004
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- Figure 55: Attitudes toward sports drinks, by presence of children, November 2004
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- Figure 56: Attitudes toward sports drinks, by income, November 2004
- Attitudes towards sports drinks among those who buy them
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- Figure 57: Attitudes toward sports drinks among those who buy them, November 2004
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- Figure 58: Attitudes toward sports drinks among those who buy them, by gender, November 2004
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- Figure 59: Attitudes toward sports drinks among those who buy them, by age, November 2004
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- Figure 60: Attitudes toward sports drinks among those who buy them, by presence of children, November 2004
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- Figure 61: Attitudes toward sports drinks among those who buy them, by income, November 2004
- Summary
Future & Forecast
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- Future trends
- Sports drink market to splinter further
- More new packaging will further support category
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- Figure 62: Purchase occasions in the past month for on the go food and drink, September 2004
- More sports drinks in little hands
- Market forecast
- Sports drinks
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- Figure 63: Forecast of total U.S. sales of sports drinks, at current and constant prices, 2004-2009
- Bottled sports drinks
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- Figure 64: Forecast of U.S. sales of bottled sports drinks, at current and constant prices, 2004-2009
- Shelf-stable powder sports drinks
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- Figure 65: Forecast of U.S. sales of shelf-stable powder sports drinks, at current and constant prices, 2004-2009
- Aseptic sports drinks
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- Figure 66: Forecast of U.S. sales of aseptic sports drinks, at current and constant prices, 2004-2009
- Forecast Factors
Appendix: Trade Associations
Appendix: New Product Developments
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- CATEGORY REVIEW—SPORTS DRINKS AND ENERGY DRINKS
- Introduction
- Executive summary
- Product trends
- Vitamin and mineral enrichment
- Low calorie sports drinks
- Low carbohydrate energy drinks
- Energy drinks for sexual enhancement
- New and interesting flavors
- Packaging advancements
- Forecast/predictions
- New product briefs
- Hooterade Orange Ice Body Fuel
- Gatorade All Stars
- Gatorade X-Factor
- Capri Sun Sport
- Powerade FLAVA23
- Gatorade ESPN25
- Sunny D Intense Sport
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