Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- More than a third of consumers are too busy to take care of themselves
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- Figure 1: Lifestyle statements: Attitudes/opinions toward diet/health – Agree, February 2015
- Competing categories make a play for functional delivery
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- Figure 2: Functional claims in select beverage category launches, March 2015-February 2016
- Weight loss drinks stall
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- Figure 3: Share of total US retail sales of nutritional and performance drinks, by segment, 2010 and 2015 (est)
- The opportunities
- Help consumers help themselves
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- Figure 4: Opinions toward nutritional and performance drinks – Agree, February 2015
- Double down on expertise
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- Figure 5: Opinions toward nutritional and performance drinks – Agree, February 2015
- Offer more not less
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- Figure 6: Purchase factors, February 2015
- What it means
The Market - What You Need to Know
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- Dollar sales of nutritional and performance drinks continue moderate growth
- Sports drinks lose a little dominance, growth of nutritional/performance drinks points to importance of function
- Competing categories make a play for functional deliveries
- Obesity rates indicate consumers need help making healthy choices
- Nutritional and performance drinks can offer a helping hand
Market Size and Forecast
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- Nutritional and performance drinks continue moderate growth
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- Figure 7: Total US retail sales and forecast of nutritional and performance drinks, at current prices, 2010-20
- Figure 8: Total US retail sales and forecast of nutritional and performance drinks, at current prices, 2010-20
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- Figure 9: Total US retail sales and forecast of nutritional and performance drinks, at inflation-adjusted prices, 2010-20
Market Breakdown
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- Sports drinks retain domination, but nutritional and performance drinks gain share
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- Figure 10: Share of total US retail sales of nutritional and performance drinks, by segment, 2010 and 2015 (est)
- Weight loss drinks stall, all other segments thrive
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- Figure 11: Total US retail sales and forecast of nutritional and performance drinks, by segment, at current prices, 2010-20
- Largest share of category sales comes through “other” channels
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- Figure 12: Share of US sales of nutritional and performance drinks, by retail channel, 2015 (est)
Market Perspective
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- Other beverages make a play for functional deliveries
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- Figure 13: Functional claims in select beverage category launches, March 2015-February 2016
- Juices claim hydration
- Waters promote recovery
- Energy drinks/coffee/tea emphasize increased energy/physical performance
Market Factors
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- More than a third of consumers are too busy to take care of themselves
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- Figure 14: Lifestyle statements: Attitudes/opinions toward diet/health -- Agree, February 2015
- Only half of respondents are at a healthy weight
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- Figure 15: BMI calculation, February 2015
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- Figure 16: Trends in obesity prevalence among adults aged 20 and over (age-adjusted) and youth aged 2-19 years: US, 1999-2000 through 2013-14
- Three quarters of respondents prioritize healthy food choices
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- Figure 17: Attitudes toward dietary health – Agree, February 2015
- Shift in diet patterns put the focus on healthy eating
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- Figure 18: Methods and tools currently used for dieting, July 2015
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- Figure 19: Attitudes toward dietary health – Agree, by generation, February 2015
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- Figure 20: Attitudes toward dietary health –Agree, by hh income, February 2015
- 61% of consumers typically have a fitness goal they are working toward
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- Figure 21: Attitudes toward physical activity – Agree, February 2015
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- Figure 22: Attitudes toward physical activity – Agree, by generation, February 2015
- Figure 23: Attitudes toward physical activity – Agree, by hh income, February 2015
- Two thirds of consumers like to following a plan to meet health/fitness goals
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- Figure 24: Attitudes toward diet and physical activity – Agree – General, February 2015
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- Figure 25: Attitudes toward diet and physical activity – Agree – General, by generation, February 2015
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- Figure 26: Attitudes toward diet and physical activity – Agree – General, by hh income, February 2015
- Men have a generally higher opinion of their physical/dietary health
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- Figure 27: Attitudes toward diet and physical activity – Agree, by gender, February 2015
- Three quarters of nutritional and performance drink buyers are willing to pay more for a nutritional benefit
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- Figure 28: Opinions toward nutritional and performance drinks – Agree, February 2015
Key Players – What You Need to Know
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- PepsiCo maintains the largest share of category sales at MULO
- Nestlé posts big gains in the 52 weeks ending Jan. 24, 2016
- Small brands gain ground
- Diet-related claims fall among product launches
- Reduction in protein claims across category segments
Manufacturer Sales of Nutritional and Performance Drinks
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- PepsiCo maintains the largest share of category sales at MULO
- Manufacturer sales of nutritional and performance drinks
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- Figure 29: Share of MULO sales of nutritional and performance drinks, 52 weeks ending Jan. 24, 2016
- Nestlé posts big gains in the 52 weeks ending Jan. 24, 2016
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- Figure 30: MULO sales of nutritional and performance beverages, by leading companies, rolling 52 weeks 2015 and 2016
What’s Working?
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- Small brands post big gains in sports drinks and beyond
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- Figure 31: MULO sales of sports drinks, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Nestlé nutritional drink brands show strong performance
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- Figure 32: MULO sales of nutritional drinks, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Atkins weight loss drinks grow 16%
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- Figure 33: MULO sales of weight-loss drinks, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Private label nutritional and weight loss drinking launches are on the rise
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- Figure 34: Weight loss drink launches, by branded/private label, 2012-16*
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- Figure 35: Nutritional drink launches, by branded/private label, 2012-16*
- Figure 36: Opinions toward nutritional and performance drinks – Agree, February 2015
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- Figure 37: Opinions toward nutritional and performance drinks – Agree, by drink type, February 2015
- Muscle Milk grows 15% in performance drinks
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- Figure 38: MULO sales of performance drinks, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Performance drinks getting more extreme
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- Figure 39: Performance drink launches, by leading claims, 2012-16*
What’s Struggling?
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- Diet-related claims fall among sports drink launches
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- Figure 40: Sports drink launches, by select leading claims, 2012-16*
- Protein claims are down among nutritional and weight loss drinks
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- Figure 41: Nutritional drink launches, by select leading claims, 2012-16*
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- Figure 42: Weight loss drink launches, by select leading claims, 2012-16*
What’s Next?
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- A focus on efficacy
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- Figure 43: “Your Game is Our Lab,” online video, March 2016
- Keeping function relevant
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- Figure 44: Important factors to personal wellness, ranked first, October 2015
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- Figure 45: “Messi | Don’t go Down,” online video, February 2016
- Figure 46: Sports & fitness participation, by select activities, 2011-15
- What follows protein?
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- Figure 47: Natural supermarket sales of nutritional and performance drinks, by pre and probiotics, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
- Natural nutrition
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- Figure 48: Natural supermarket sales of nutritional and performance drinks*, by GMO ingredients, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
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- Figure 49: Natural supermarket sales of nutritional and performance drinks*, by organic ingredients, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
- Plant-based nutrition
- Helping consumers help themselves
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- Figure 50: “The Powerade Workout Billboards,” online video, April 2015
- Strong opportunity for engagement online
- Customized health
- Gatorade expands into digital fitness
- Snack focus
- Drinks as just one aspect of a larger line
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- Figure 51: “It’s Your Thing,”:30 second TV commercial, February 2016
The Consumer – What You Need to Know
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- Nutritional drinks see largest participation
- Men are significantly more likely to purchase drinks in the category
- Millennials are a key target for all drink types
- Snacking leads consumption occasion
- Supermarkets/mass lead purchase locations
Nutritional and Performance Drink Purchase
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- A third of consumers purchase nutritional drinks
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- Figure 52: Drink purchase, February 2015
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- Figure 53: Nutritional drink purchase – Breakout, February 2015
- Key driver analysis: Nutritional drinks
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- Figure 54: Key drivers of nutritional drinks and mixes*, February 2016
- Men are significantly more likely to purchase performance and sports drinks
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- Figure 55: “Six Star Whey Protein Plus,” online video, October 2015
- Figure 56: Drink purchase, by gender, February 2015
- Key driver analysis: Performance drink purchase
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- Figure 57: Key drivers of performance drinks and mixes, February 2016
- Millennials are key target for all drink types
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- Figure 58: Drink purchase, by generation, February 2015
- Drink purchase corresponds with household income
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- Figure 59: Drink purchase, by household income, February 2015
- Hispanics are more likely than average to purchase drinks
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- Figure 60: Drink purchase, by Hispanic, February 2015
Consumption Occasion
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- Snacking leads consumption occasion
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- Figure 61: Consumption occasion, by drink type, February 2015
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- Figure 62: Opinions toward nutritional and performance drinks – Agree, February 2015
- Most consumers drink products in the morning
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- Figure 63: Consumption occasion – Daypart, by drink type, February 2015
- Weight loss drinks lead for meal consumption
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- Figure 64: Consumption occasion – Meals, by drink type, February 2015
- Exercise-based consumption is most likely to come pre-workout
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- Figure 65: “It’s Recover Time,” online video, March 2016
- Figure 66: Consumption occasion – Exercise, by drink type, February 2015
Opinions Toward Nutritional and Performance Drinks
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- Drinks seen as helping with health habits
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- Figure 67: Opinions toward nutritional and performance drinks – Agree, February 2015
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- Figure 68: Opinions toward nutritional and performance drinks – Agree, February 2015
Perceived Functional Attributes
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- Nutritional and performance drinks share some perceptions
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- Figure 69: Correspondence Analysis – Drink attributes, February 2016
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- Figure 70: Drink attributes, February 2016
- Specialization may yield better results than trying to be a catch all
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- Figure 71: Opinions toward nutritional and performance drinks – Agree, February 2015
Purchase Factors
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- Flavor/protein important in purchase decision
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- Figure 72: Purchase factors, February 2015
- Flavor innovation could use a boost
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- Figure 73: Nutritional and performance drink launches, by leading flavors, 2016*
- Drinks buyers view natural ingredients as effective
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- Figure 74: Opinions toward nutritional and performance drinks – Agree, February 2015
- Sports drink buyers drawn to favorite flavors and a name brands
- Protein appeals to performance drink buyers
- Nutritional drinks buyers look for proven products with natural ingredients
- Weight loss drink buyers look for new flavors
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- Figure 75: “Temptation Gets Licked with Special K® Protein Shakes,” online video, February 2015
- Figure 76: Purchase factors, by drink type, February 2015
Information Sources
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- Trusted brands go far in category, but opportunity exists for smaller players
- Online channels provide opportunity for engagement
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- Figure 77: Information sources, February 2015
- Trusted brands have a particular draw among sports drink buyers
- On-pack information appeals to nutritional drink buyers
- Atkins ads mix celebrity endorsement with non-celebrities
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- Figure 78: “#HappyWeight: Alyssa Milano + 3 Success Story Candidates,” online video, January 2016
- Attract attention through inspiration, engage with accessibility
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- Figure 79: “Stephen Curry is Stronger Everyday,” online video, February 2016
- Figure 80: “Moving the game forward,” online video, November 2015
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- Figure 81: Information sources, by drink type, February 2015
Purchase Location
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- Supermarkets/mass lead purchase locations, online channel strong
- The category has the opportunity to nurture online sales
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- Figure 82: Purchase location, February 2015
- Sports drink buyers are particularly drawn to supermarkets/mass
- Club stores do well for nutritional/weight loss drinks
- Performance drink buyers turn to online channels
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- Figure 83: Purchase location, by drink type, February 2015
- General retailers can appeal for efficacy
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- Figure 84: Opinions toward nutritional and performance drinks – Agree, February 2015
Desired Amount of Protein
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- Largest percentage of consumers look for 13-20g of protein
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- Figure 85: Protein amount, by activity/outcome, February 2015
Preferred Sources of Protein
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- Nuts rule as a preferred sources of protein
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- Figure 86: Preferred sources of protein, February 2015
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- Figure 87: Desired source of protein, by drink type, February 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Methodology: Key Driver Analysis
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- Figure 88: Key drivers of performance drinks and mixes– key driver output, February 2016
- Figure 89: Key drivers of nutritional drinks and mixes– key driver output, February 2016
- Methodology: Correspondence Analysis
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 90: Total US retail sales and forecast of nutritional drinks, at current prices, 2010-20
- Figure 91: Total US retail sales and forecast of nutritional drinks, at inflation-adjusted prices, 2010-20
- Figure 92: Total US retail sales and forecast of performance drinks, at current prices, 2010-20
- Figure 93: Total US retail sales and forecast of performance drinks, at inflation-adjusted prices, 2010-20
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- Figure 94: Total US retail sales and forecast of sports drinks, at current prices, 2010-20
- Figure 95: Total US retail sales and forecast of sports drinks, at inflation-adjusted prices, 2010-20
- Figure 96: Total US retail sales and forecast of weight loss drinks, at current prices, 2010-20
- Figure 97: Total US retail sales and forecast of weight loss drinks, at inflation-adjusted prices, 2010-20
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- Figure 98: US supermarket sales of nutritional and performance drinks, at current prices, 2010-15
- Figure 99: US drug store sales of nutritional and performance drinks, at current prices, 2010-15
- Figure 100: US sales of nutritional and performance drinks through other retail channels, at current prices, 2010-15
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Appendix – Key Players
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- Figure 101: MULO sales of nutritional and performance beverages, by leading companies, rolling 52 weeks 2015 and 2016
- Figure 102: Weight loss drink launches, by branded/private label, 2012-16*
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- Figure 103: Nutritional drink launches, by branded/private label, 2012-16*
- Figure 104: Performance drink launches, by leading claims, 2012-16*
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- Figure 105: Nutritional drink launches, by leading claims, 2012-16*
- Figure 106: Sports drink launches, by leading claims, 2012-16*
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- Figure 107: Weight loss drink launches, by leading claims, 2012-16*
- Figure 108: Natural supermarket sales of nutritional and performance drinks*, by pre and probiotics, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
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- Figure 109: Natural supermarket sales of nutritional and performance drinks*, by GMO ingredients, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
- Figure 110: Natural supermarket sales of nutritional and performance drinks*, by organic ingredients, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
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- Figure 111: Sports drink launches, by leading flavors, 2012-16*
- Figure 112: Weight loss drink launches, by leading flavors, 2012-16*
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- Figure 113: Performance drink launches, by leading flavors, 2012-16*
- Figure 114: Nutritional drink launches, by leading flavors, 2012-16*
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- Figure 115: Natural supermarket sales of nutritional and performance drinks*, by presence of alternative sweetener, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
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