Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- Competition and economic slowdown challenge industry
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- Figure 1: Total U.S. retail sales of sports drinks, by segment, 2007-17
- Forecast
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- Figure 2: Fan chart forecast for sports drinks, at best-, worst-, and central-case scenarios, 2007-17
- Market Factors
- Economy and school drink bans hinder, higher sports participation helps
- Demographics mixed
- Companies, brands, and innovation
- Consolidated market with pricing war
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- Figure 3: FDMx sales of sports drinks by leading companies, rolling 52 weeks, 2011 and 2012
- Innovation slow and revolves around low calories and sugar
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- Figure 4: Top five new sports drinks product claims, 2007-12
- The consumer
- Base stagnant
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- Figure 5: Thirst quencher and sports/activity drink consumption, 2007-12
- Attributes that motivate purchase
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- Figure 6: Motivations for buying sports drinks, May 2012
- Lifestyles of drinkers
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- Figure 7: Reasons for drinking sports drinks, May 2012
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- Figure 8: Lifestyles of sports drinks users, May 2012
- Convincing nonusers to try the new generation of sports drinks
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- Figure 9: Reasons for not drinking sports drinks, May 2012
- What we think
Issues in the Market
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- Are chocolate milk, coconut water serious competitors?
- Is there a place for smaller players in the market?
- Can the sports drinks market grow the consumer base?
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- Figure 10: Thirst quencher and sports/activity drink consumption, by age, January 2011-March 2012
Insights and Opportunities
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- Isotonics versus hypotonics: Who needs them?
- Natural would improve image
Trend Applications
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- Trend: Make It Mine
- Trend: Retired for Hire
- Inspire 2015 Trend: Access Anything Anywhere
Market Size and Forecast
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- Key points
- Fate of the market driven by only two players
- Stronger growth expected through 2017
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- Figure 11: Total U.S. retail sales and forecast of sports drinks, at current prices, 2007-17
- Figure 12: Total U.S. retail sales and forecast of sports drinks, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 13: Fan chart forecast for sports drinks, at best-, worst-, and central-case scenarios, 2007-17
- Walmart sales
Market Drivers
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- Key points
- Young adults and men are key demographic groups
- Age
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- Figure 14: Population, by age, 2007-17
- Men
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- Figure 15: Male population, by age, 2007-17
- Hispanics’ growth outpaces non-Hispanics’
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- Figure 16: Population, by race and Hispanic origin, 2007-17
- Figure 17: Rate of change in the U.S. population, by race/Hispanic origin, 2007-17
- Households with children on the decline
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- Figure 18: Households, by presence of children, 2001-11
- Participation in sports growing but changing to personal fitness
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- Figure 19: Participation in high school athletic programs, by gender, 2000-10
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- Figure 20: Collegiate athletic participation, by gender, 2002-11
- Figure 21: Participation in selected sports, 2001-11
- Overweight/obesity
Competitive Context
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- Key points
- Challenges from alternative beverages, coconut water, or chocolate milk
- Enhanced waters blur category lines while energy drinks compete
- School drink bans and city bans
Segment Performance
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- Key points
- Diet segment gobbles up market share
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- Figure 22: Total U.S. retail sales of sports drinks, by segment, at current prices, 2010 and 2012
- Figure 23: Total U.S. retail sales and forecast of sports drinks, by segment, at current prices, 2007-17
Segment Performance—Regular Sports Drinks
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- Key points
- Segment declines, but rebound expected in 2015
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- Figure 24: Sales and forecast of regular sports drinks, at current prices, 2007-17
Segment Performance—Diet Sports Drinks
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- Key points
- Diet offerings both retain old users and attract new
- Growth expected to continue, but normalize
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- Figure 25: Total U.S. retail sales and forecast of diet sports drinks, at current prices, 2007-17
Retail Channels
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- Key points
- Convenience stores and other non-FDMx grow share, supermarkets lag
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- Figure 26: Total U.S. retail sales of sports drinks, by channel, at current prices, 2010-12
- Figure 27: Total U.S. retail sales of sports drinks, by channel, at current prices, 2007-12
Retail Channels—Supermarkets
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- Key points
- Price and convenience both hamper supermarket growth
- Supermarkets show little to no real growth
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- Figure 28: U.S. supermarket sales of sports drinks, at current prices, 2007-12
Retail Channels—Drug Stores
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- Key points
- Drug stores offer an opportunity to expand diet, natural sports drinks
- Drug store sales grow
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- Figure 29: U.S. drug store sales of sports drinks, at current prices, 2007-12
Retail Channels—Convenience Stores
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- Key points
- Young adults keep sales flowing
- PepsiCo changes distribution to convenience stores
- C-store sales booming after decline of 2009
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- Figure 30: U.S. convenience store sales of sports drinks, at current prices, 2007-12
Retail Channels—Other Retail Channels
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- Key points
- PepsiCo will now distribute Gatorade at Family Dollar
- Endurance athletes drive sales through specialty
- Growth trend from 2007-12
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- Figure 31: U.S. sales of sports drinks, through other retail channels, at current prices, 2007-12
Leading Companies
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- Key points
- PepsiCo dominates market but continues declines
- Private label a non-factor
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- Figure 32: FDMx sales of sports drinks by leading companies, rolling 52 weeks 2011 and 2012
Brand Share—Regular Sports Drinks
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- Key points
- PepsiCo’s Gatorade continues losing ground
- POWERade capitalizes on Gatorade’s missteps
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- Figure 33: FDMx sales of regular sports drinks by leading companies*, rolling 52 weeks 2011 and 2012
Brand Share—Diet Sports Drinks
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- Key points
- Both major suppliers benefit from boom in diet sports drinks
- Propel ventures into sports drinks
- Private label remains negligible but has many new entrants
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- Figure 34: FDMx sales of diet sports drinks by leading companies*, rolling 52 weeks 2011 and 2012
Innovations and Innovators
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- Blurring the lines, all-natural products, new delivery methods
- New product claims
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- Figure 35: Top 10 new sports drinks product claims, 2007-12
- Coconut water in sports drinks blurs category lines
- Niche
- Smart Fountain gives consumers choice, tracks choices made
Marketing Strategies
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- Overview of the brand landscape
- Gatorade
- POWERade
- Online initiatives
- Gatorade (PepsiCo)
- POWERade (Coca-Cola)
- TV presence
- Gatorade (PepsiCo)
- Educating about G Series
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- Figure 36: The G series TV ad, “Run Strong,” 2012
- What you drink is more important than what you wear
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- Figure 37: Gatorade G Series Pro TV ad, “Put In,” 2012
- Women
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- Figure 38: G Series Fit TV ad, “Chicken Little,” 2011
- POWERade (Coca-Cola)
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- Figure 39: POWERade TV ad, “You versus You,” 2012
- Changing gears to comedy
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- Figure 40: POWERade TV ad, “the time out,” 2012
- Sqwincher
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- Figure 41: Sqwincher TV ad, “cool down,” 2012
Sports Drinks Usage
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- Key points
- Sports drinks win with men and young adults
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- Figure 42: Thirst quencher and sports/activity drink consumption, by gender, January 2011-March 2012
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- Figure 43: Thirst quencher and sports/activity drink consumption, by age, January 2011-March 2012
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- Figure 44: Purchase and use of sports drinks in the last three months, by presence of children in household, May 2012
- Teens’ usage
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- Figure 45: Thirst quencher and sports/activity drink consumption, by gender and age, October 2010-November 2011
- Frequency of use of sports drinks
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- Figure 46: Quantities of thirst quenchers, sports, activity drinks consumed, by gender, January 2011-March 2012
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- Figure 47: Quantities of thirst quenchers, sports, activity drinks consumed, by age, January 2011-March 2012
Consumer Attitudes and Opinions
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- Key points
- Flavors, brand, and price all matter to users
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- Figure 48: Motivations for buying sports drinks, by gender, May 2012
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- Figure 49: Motivations for buying sports drinks, by age, May 2012
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- Figure 50: Motivations for buying sports drinks, by presence of children in household, May 2012
Where Consumers Purchase Sports Drinks
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- Key points
- Young adults purchase while on the go
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- Figure 51: Retailers where sports drinks are purchased, by age, May 2012
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- Figure 52: Retailers where sports drinks are purchased, by presence of children in household, May 2012
Consumer Motivations
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- Key points
- Water is sports drinks’ main competition
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- Figure 53: Reasons for not drinking sports drinks, by gender, May 2012
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- Figure 54: Reasons for not drinking sports drinks, by presence of children in household, May 2012
- Not just for before, during, or after exercise
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- Figure 55: Reasons for drinking sports drinks, by age, May 2012
- Milk and coconut water still relatively unknown
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- Figure 56: Attitudes regarding sports drinks, by age, May 2012
Lifestyles of Sports Drinks Users
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- Key points
- Many sports drinks users are active, but some love their couches
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- Figure 57: Lifestyles of sports drinks users, by purchase and use of sports drinks, last three months, May 2012
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- Figure 58: Lifestyles of sports drinks users, by gender, May 2012
- Figure 59: Lifestyles of sports drinks users, by age, May 2012
- Exercise routine levels
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- Figure 60: Lifestyles of sports drinks users in the last three months, by purchase and use of sports drinks, May 2012
- Figure 61: Lifestyles of sports drinks users, by age, May 2012
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- Figure 62: Lifestyles of sports drinks users, by education, May 2012
Impact of Race and Hispanic Origin
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- Key points
- Purchase and use of sports drinks
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- Figure 63: Thirst quencher and sports/activity drink consumption, by race/Hispanic origin, January 2011-March 2012
- Figure 64: Quantities of thirst quenchers, sports, activity drinks consumed, by race/Hispanic origin, January 2011-March 2012
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- Figure 65: Motivations for buying sports drinks, by race/Hispanic origin, May 2012
- Figure 66: Retailers where sports drinks are purchased, by race/Hispanic origin, May 2012
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- Figure 67: Lifestyles of sports drinks users, by race/Hispanic origin, May 2012
- Figure 68: Lifestyles of sports drinks users, by race/Hispanic origin, May 2012
Custom Consumer Groups
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- Key points
- Overview
- Men with children are most active
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- Figure 69: Lifestyles of adults, by gender and presence of children in household, May 2012
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- Figure 70: Lifestyles of sports drinks users, by gender and presence of children in household, May 2012
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- Figure 71: Lifestyles of sports drinks users, by gender and presence of children in household, May 2012
- Level of exercise intensity
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- Figure 72: Purchase, use of sports drinks in the last three months, by level of exercise routine, May 2012
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- Figure 73: Reasons for not drinking sports drinks, by level of exercise routine, May 2012
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- Figure 74: Reasons for drinking sports drinks, by level of exercise routine, May 2012
SymphonyIRI Group Builders Panel Data
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- Overview of sports drinks
- SS non-aseptic sports drinks
- Consumer insights on key purchase measures—SS non-aseptic sports drinks
- Brand map
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- Figure 75: Brand map, selected brands of SS non-aseptic sports drinks, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 76: Key purchase measures for the top brands of SS non-aseptic sports drinks, by household penetration, 2011*
Appendix: Other Useful Consumer Tables
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- Sports/activity drink consumption
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- Figure 77: Thirst quencher and sports/activity drink consumption, by region, January 2011-March 2012
- Adult trend analysis
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- Figure 78: Thirst quencher and sports/activity drink consumption, February 2007-March 2012
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- Figure 79: Quantities of thirst quenchers, sports, activity drinks consumed, February 2007-March 2012
- Teens trend analysis
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- Figure 80: Thirst quencher and sports/activity drink consumption, October 2007-November 2011
- Reasons for not drinking sports drinks
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- Figure 81: Reasons for not drinking sports drinks, by age, May 2012
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- Figure 82: Reasons for not drinking sports drinks, by household income, May 2012
- Reasons for drinking sports drinks
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- Figure 83: Reasons for drinking sports drinks, by presence of children in household, May 2012
- Lifestyles of adults
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- Figure 84: Lifestyles of adults, by gender, May 2012
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- Figure 85: Lifestyles of adults, by age, May 2012
- Lifestyles of sports drinks users
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- Figure 86: Lifestyles of sports drinks users, by presence of children in household, May 2012
- Exercise routines of sports drinks users
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- Figure 87: Lifestyles of sports drinks users, by presence of children in household, May 2012
Appendix—SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix: Trade Associations
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