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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- Overview
- The market
- Performance food and drink category sales slated to pump up through 2017
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- Figure 1: Total U.S. sales and fan chart forecast, performance food and drinks, at current prices, 2007-17
- Sports drinks remain category’s MVPs, but other segments shaping up
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- Figure 2: Sales of performance food and beverages, segmented by type, 2010 and 2012
- Market factors
- Teens should be targeted when young for usage that carries throughout life
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- Figure 3: Thirst quencher and sports/activity drinks consumed in the last 30 days, April 2011-June 2012
- Exercise, diet main influencers of performance product usage
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- Figure 4: Exercise frequency, by diet, October 2012
- Position performance products as healthy snacks to gain new consumers
- Boost appeal among Baby Boomers, minority consumers to increase growth
- Retail channels
- Other retail channel dwarfs supermarket competition
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- Figure 5: U.S. sales of performance food and drink, by channel, at current prices, 2007-12
- Leading companies
- PepsiCo’s Gatorade leads category, but Powerade gaining share
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- Figure 6: Market share of leading companies, by FDMx sales for 52 weeks ending Nov. 4, 2012
- The consumer
- Younger consumers drive performance food sales, led by energy bars
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- Figure 7: Personal consumption of performance food, by gender and age, October 2012
- Performance beverages also dominate in popularity with younger consumers
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- Figure 8: Personal consumption of performance drinks, by men and women aged 18-54, October 2012
- Taste, convenience outweigh product functionality for consumers
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- Figure 9: Reasons for personal consumption of performance food and drink, October 2012
- Exercise, diet important for performance product users
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- Figure 10: Personal consumption of performance food and drink, by diet, October 2012
- Nonusers of performance products also include health-conscious consumers
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- Figure 11: Reasons for not personally consuming performance food and drink, by fitness, October 2012
- What we think
Issues in the Market
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- How can manufacturers increase usage among active consumers?
- Who should be considered as new audiences for performance products?
- What product formulations should be considered to grow the category?
Insights and Opportunities
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- Energy an important opportunity for performance products
- Education should be key as protein permeates beverage categories
- Position products as lifestyle brands similar to nutrition products
- Target retail placement to showcase products as healthy options
Trend Applications
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- Trend: Transumers
- Trend: Minimize Me
- 2015 Trend: Brand Intervention
Market Size and Forecast
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- Key points
- Brands struggle to connect following retail expansion in 2010-11
- Performance products forecast to grow modestly through 2017
- Sales and forecast of performance food and beverages
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- Figure 12: Total U.S. retail sales and forecast of performance food and drinks, at current prices, 2007-17
- Figure 13: Total U.S. retail sales and forecast, performance products, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 14: Total U.S. sales and fan chart forecast, performance food and drinks, at current prices, 2007-17
Market Drivers
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- Key points
- Early targeting of teens aims for lifelong brand relationships
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- Figure 15: U.S. participation in high school athletic programs, by gender, 2000-12
- Figure 16: Thirst quencher and sports/activity drinks, April 2007-June 2012
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- Figure 17: Thirst quencher and sports/activity drinks consumed in the last 30 days, April 2007-June 2012
- Figure 18: Packages of energy/diet snacks consumed in last 30 days, by gender, April 2011-June 2012
- Consumers watching their weight more apt to report exercise
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- Figure 19: Exercise frequency, by diet, October 2012
- Fitness a focus for many adults, although competition still fuels some
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- Figure 20: Collegiate athletic participation, by gender, 2002-11
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- Figure 21: Participation in selected sports, 2001-11
- Prevalence of snacking grows opportunities regardless of activity
- Capitalize on popularity among growing population segments
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- Figure 22: Population by generation, 2011
- Figure 23: Population by race and Hispanic origin, 2008, 2013, and 2018
Competitive Context
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- Nutritional products cross over into performance functionalities
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- Figure 24: Reasons for personally using nutritional food and drink, October 2012
- Lower-calorie, natural options focus for some active consumers
- Energy a popular functionality for performance users
Segment Performance
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- Key points
- Sports drinks stay on top, but other segments gain small share points
- Sales, by performance food and drink segment
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- Figure 25: Sales of performance food and beverages, segmented by type, 2010 and 2012
Segment Performance - Sports Drinks
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- Key points
- Reduced-calorie sports drinks dominate segment growth
- Sales and forecast of sports drinks
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- Figure 26: Sales and forecast of sports drinks, at current prices, 2007-17
Segment Performance - Sports Nutrition Supplements
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- Key points
- Retail expansion, education keys for forecasted supplement boom
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- Figure 27: Walgreens sports nutrition ad
- Sales and forecast of sports nutrition supplements
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- Figure 28: Sales and forecast of sports nutrition supplements, at current prices, 2007-17
- Men looking for beverages to serve as protein supplements
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- Figure 29: Reasons for using liquid/powdered nutritional supplements or breakfasts, by gender, April 2011-June 2012
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- Figure 30: Brands of nutritional supplements or liquid breakfasts used, by gender, April 2011-June 2012
Segment Performance - Athletic Bars
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- Key points
- Annual growth slated to keep athletic bars on an uphill trajectory
- Sales and forecast of athletic bars
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- Figure 31: Sales and forecast of athletic bars, at current prices, 2007-17
- Multipacks connect with consumers who average five bars monthly
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- Figure 32: Energy/diet snacks and bars, by gender, April 2011-June 2012
Retail Channels
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- Key points
- Supermarkets cannot match the muscle of the other retail channel
- Sales of performance food and drink, by channel
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- Figure 33: Sales of performance food and drink, by channel, at current prices, 2010-12
- Other retail channels struggle to duplicate 2009-11 sales lift
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- Figure 34: U.S. sales of performance food and drink, in other retail channels, at current prices, 2007-12
- Supermarkets stay buoyant after 2010 boost in sales
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- Figure 35: U.S. supermarket sales of performance food and drink, at current prices, 2007-12
Retail Channels - Consumer Attitudes and Behaviors
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- Key points
- Supermarkets, Walmart dominate performance product retailers
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- Figure 36: Performance food purchase preferences, by retail channel, October 2012
- Variety of retailers gives no shortage of options for all incomes
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- Figure 37: Performance food retail purchase preferences, by household income, October 2012
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- Figure 38: Performance drink retail purchase preferences, by household income, October 2012
- Athletic-focused products find appeal in specialty retailers
- Vending presents an opportunity, especially for well-known brands
Leading Companies
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- Key points
- Sports drinks, led by PepsiCo’s Gatorade, are category champs
- Manufacturer sales of performance food and drink market
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- Figure 39: FDMx sales of performance food and drink, by leading companies, rolling 52 weeks 2011-12
Brand Share - Sports Drinks
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- Key points
- Gatorade continues to navigate category following G Series relaunch
- Powerade banner increases sales between 2011-12
- Manufacturer sales of sports drinks
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- Figure 40: FDMx sales of sports drinks, by leading companies, rolling 52 weeks 2011 and 2012
Brand Share - Protein Drinks
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- Key points
- Muscle Milk leads protein drinks market
- Pure Protein, Body Fortress brands fuel Carlyle Group’s sales
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- Figure 41: Pure Protein print ad
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- Figure 42: Body Fortress Whey Protein ad
- Abbott’s EAS banner bridges gap between performance, nutrition
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- Figure 43: EAS Lean 15 print ad
- Figure 44: EAS Recovery Protein print ad
- Coca-Cola invests in Core Power high-protein milk shake
- Manufacturer sales of protein drinks
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- Figure 45: FDMx sales of protein drinks, by leading companies, rolling 52 weeks 2011 and 2012
Brand Share - Athletic Bars
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- Key points
- PowerBar’s portfolio keeps brand in top spot despite declines
- CLIF BUILDER’s bar, other products report growth
- Manufacturer sales of athletic bars
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- Figure 46: FDMx sales of athletic bars, by leading companies, rolling 52 weeks 2011 and 2012
Innovations and Innovators
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- Beverage mixes provide on-the-go ease for performance drinks
- Packaging innovations bring fresh take to performance products
- Natural product formulations target health-focused consumers
- Products target specific users with specialized formulations, flavors
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: Gatorade
- Online initiatives
- TV presence
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- Figure 47: Gatorade, television ad, 2012
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- Figure 48: Gatorade, television ad, 2012
- Figure 49: Gatorade, television ad, 2012
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- Figure 50: Gatorade, television ad, 2012
- Brand analysis: Muscle Milk
- Online initiatives
- TV presence
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- Figure 51: CytoSport, television ad, 2012
- Print and other
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- Figure 52: Muscle Milk print ad, December 2012
- Brand analysis: BSN
- Online initiatives
- Print and other
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- Figure 53: BSN Amino-X print Ad, December 2012
- Figure 54: BSN N.O.-Xplode 2.0 Ad, December 2012
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- Figure 55: BSN CellMass 2.0 print Ad, December 2012
- Figure 56: BSN Syntha-6 print Ad, December 2012
Consumer Preferences for Performance Food
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- Key points
- Energy bars most popular choice among performance food segments
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- Figure 57: Household consumption of performance food, October 2012
- Mid-to-high-income households most common performance food buyers
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- Figure 58: Household consumption of performance food, by household income, October 2012
- Diet, exercise important for some, but not all, performance food users
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- Figure 59: Personal consumption of performance food, by fitness, October 2012
- Performance food connects with 18-34 year old consumers
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- Figure 60: Personal consumption of performance food, by gender and age, October 2012
- Consumer preferences depend on performance food purpose
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- Figure 61: Reasons for personal use of performance food, October 2012
Consumer Preferences for Performance Drinks
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- Key points
- Households more likely to purchase sports drinks than energy foods
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- Figure 62: Household consumption of performance drinks, October 2012
- Sports drinks have appeal across nearly all income levels
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- Figure 63: Household consumption of performance drinks, by household income, October 2012
- Lower-income households consume a higher volume of sports drinks
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- Figure 64: Thirst quencher and sports/activity drinks, by household income, April 2011-June 2012
- Performance drinks have particular appeal for exercisers
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- Figure 65: Personal consumption of performance drinks, by fitness, October 2012
- Protein, other performance drinks popular with dieters
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- Figure 66: Personal consumption of performance drinks, by diet, October 2012
- Young men most likely to consume performance drinks
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- Figure 67: Personal consumption of performance drinks, by gender and age, October 2012
- Energy, fortification preferred in performance drinks
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- Figure 68: Reasons for personal use of performance drinks, October 2012
Consumer Attitudes toward Performance Products
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- Key points
- Taste, convenience are lead influencers of consumption
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- Figure 69: Reasons for personal consumption of performance food and drink, by age, October 2012
- Women pay attention to product attributes, men to athlete partnerships
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- Figure 70: Attitudes on flavor and promotions of performance products, by gender and age, October 2012
- Young men buy into the functionality of performance products
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- Figure 71: Attitudes and behaviors toward functionality of performance products, by gender and age, October 2012
- Fitness buffs, dieters look to performance products for varying purposes
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- Figure 72: Reasons for personal consumption of performance food and drink, by fitness, October 2012
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- Figure 73: Reasons for personal consumption of performance food and drink, by diet, October 2012
- Cost to wallet, waistline keeps some consumers away from category
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- Figure 74: Reasons for not personally consuming performance food and drink, by fitness, October 2012
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- Figure 75: Reasons for not personally consuming performance food and drink, by diet, October 2012
- Mature consumers likely to abstain from performance products
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- Figure 76: Reasons for not personally consuming performance food and drink, by age, October 2012
Impact of Race and Hispanic Origin
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- Key points
- Sports drinks have particular appeal with Hispanic, black consumers
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- Figure 77: Household consumption of performance drinks, by race/Hispanic origin, October 2012
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- Figure 78: Personal consumption of performance drinks, by race/Hispanic origin, October 2012
- Blacks, Asians, Hispanics report highest sports drink consumption
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- Figure 79: Thirst quencher and sports/activity drinks, by race/Hispanic origin, April 2011-June 2012
- Asian, black, Hispanic consumers embrace performance food
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- Figure 80: Household consumption of performance food, by race/Hispanic origin, October 2012
- Figure 81: Personal consumption of performance food, by race/Hispanic origin, October 2012
- Non-white consumers shop around for performance products
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- Figure 82: Performance food retail purchase preferences, by race/Hispanic origin, October 2012
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- Figure 83: Performance drink retail purchase preferences, by race/Hispanic origin, October 2012
- Taste connects with Hispanics, functionality with black consumers
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- Figure 84: Reasons for personal performance product consumption, by race/Hispanic origin, October 2012
- Hispanics, blacks turn to performance products to fuel activity
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- Figure 85: Attitudes and behaviors toward performance products, by race/Hispanic origin, October 2012
- Athlete endorsements most effective with Hispanics, blacks
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- Figure 86: Attitudes toward athletes and performance products, by race/Hispanic origin, October 2012
Cluster Analysis
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- Weight Conscious
- Demographics
- Characteristics
- Opportunity
- For the Health of It
- Demographics
- Characteristics
- Opportunity
- Fitness Buffs
- Demographics
- Characteristics
- Opportunity
- Thirst Quenchers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 87: Target clusters, October 2012
- Figure 88: Target clusters, by diet, October 2012
- Figure 89: Exercise frequency, by target clusters, October 2012
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- Figure 90: Household consumption of performance food, by target clusters, October 2012
- Figure 91: Household consumption of performance drinks, by target clusters, October 2012
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- Figure 92: Performance food purchase preferences, by retail channel, by target clusters, October 2012
- Figure 93: Performance food purchase preferences, by retail channel, by target clusters, October 2012
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- Figure 94: Reasons for purchasing performance products, by target clusters, October 2012
- Figure 95: Reasons for personal performance food product consumption, by target clusters, October 2012
- Cluster demographic tables
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- Figure 96: Target clusters, by demographic, October 2012
- Cluster methodology
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- Figure 97: Attitudes and behaviors toward performance food and drink, by target clusters, October 2012
SymphonyIRI Group Builders Panel Data
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- Key household purchase measures—Sports drinks
- Overview of sports drinks
- Consumer insights on key sports drink purchase measures
- Brand map
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- Figure 98: Brand map, buying rate of selected brands of sports drinks, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 99: Key purchase measures for top brands of sports drinks, by household penetration, 2012*
Appendix - Other Useful Consumer Tables
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- Retail preferences
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- Figure 100: Consumption of performance food, by retail channel purchase preferences, October 2012
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- Figure 101: Consumption of performance food, by retail channel purchase preferences, October 2012
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- Figure 102: Consumption of performance food, by retail channel purchase preferences, October 2012
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- Figure 103: Consumption of performance drinks, by retail channel purchase preferences, October 2012
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- Figure 104: Consumption of performance drinks, by retail channel purchase preferences, October 2012
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- Figure 105: Consumption of performance drinks, by retail channel purchase preferences, October 2012
- Consumer preferences for performance food
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- Figure 106: Personal consumption of performance food, by marital/relationship status, October 2012
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- Figure 107: Personal consumption of performance food, by children in household, October 2012
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- Figure 108: Personal consumption of performance food, by employment, October 2012
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- Figure 109: Personal consumption of performance food, by region, October 2012
- Consumer preference for performance drinks
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- Figure 110: Personal consumption of performance drinks, by children in household, October 2012
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- Figure 111: Personal consumption of performance drinks, by region, October 2012
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- Figure 112: Thirst quencher and sports/activity drinks, by age, April 2011-June 2012
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- Figure 113: Thirst quencher and sports/activity drinks, by gender and age, April 2011-June 2012
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- Figure 114: Thirst quencher and sports/activity drinks, by race/Hispanic origin, April 2011-June 2012
- Consumer attitudes toward performance products
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- Figure 115: Exercise frequency, by gender and age, October 2012
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- Figure 116: Reasons for purchasing performance products, by generation, October 2012
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- Figure 117: Reasons for purchasing performance products, by diet, October 2012
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- Figure 118: Reasons for purchasing performance products, by fitness, October 2012
Appendix - SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix: Trade Associations
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