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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- A fast-growing market starting to mature
- Age, health awareness, and untapped consumers helping energy supplements into the mainstream
- Brands—market leaders emerging, but competition is increasing at the top
- Marketing strategies starting to mainstream
- Distribution widens
- The Consumer—eager for energy
- Energy supplements—transitioning from youth to mainstream
- Purchases made based on promise to deliver energy
- Acceptance of food and beverages as way to take vitamins and minerals
- Food and beverages preferred when looking for an energy boost
- Future
Market Drivers
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- Age trends
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- Figure 1: U.S. population projections, by age group, 1998-2008
- Health issues increasingly on cultural radar
- More Americans exercising; health awareness increasing
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- Figure 2: Percentage of adults exercising to lose or maintain weight, 1996, 1998 and 2000
- Figure 3: Incidence of U.S. adults trying to lose weight, maintain weight or eat fewer calories, 1996, 1998 and 2000
- Low carb diets surge in popularity
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- Figure 4: Incidence of low carb dieting, February 2004
- Untapped consumer base influencing product development
- Energy supplements seen as affordable lifestyle choice
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- Figure 5: Per capita DPI, in current dollars, 1998-2003
- Products maintain high price points despite increasingly crowded market
- Modern lifestyles encourage consumption
- Multi-tasking customers value convenience
- Americans are under-slept
- Americans are overworked
- Age trends update
- Updated DPI
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- Update Figure 1: Per capita DPI, in current 2000 dollars, 1999-2004
Market Size & Trends
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- Figure 6: Total U.S. retail sales of energy supplements, at current and constant prices, 1998-2003
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- Figure 7: Graph: Total U.S. retail sales of energy supplements, at current and constant prices*, 1998-2003
- Update market size and trends
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- Update Figure 2: Total U.S. retail sales of energy supplements, at current and constant prices, 1999-2004
- Update Figure 3: Graph: Total U.S. retail sales of energy supplements, at current and constant prices, 1999-2004
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Market Segmentation
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- Overview
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- Figure 8: Sales of energy supplements, segmented by product, 2001 and 2003
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- Figure 9: Graph: Sales of energy supplements, segmented by product, 1998-2003
- Energy bars
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- Figure 10: Sales of energy bars, at current and constant prices, 1998-2003 (fixed 8.25)
- Protein liquid/powder drinks
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- Figure 11: Sales of protein liquid/powder drinks, at current and constant prices, 1998-2003
- Energy/stimulant drinks
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- Figure 12: Sales of energy/stimulant drinks, at current and constant prices, 1998-2003
- Update overview
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- Update Figure 4: Sales of energy supplements, segmented by product, 2003 and 2004
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- Update Figure 5: Graph: Sales of energy supplements, segmented by product, 1999-2004
- Update energy bars
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- Update Figure 6: Sales of energy bars, at current and constant prices, 1999-2004
- Update liquid powder/protein drinks
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- Update Figure 7: Sales of protein liquid/powder drinks, at current and constant prices, 1999-2004
- Update energy/stimulant drinks
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- Update Figure 8: Sales of energy/stimulant drinks, at current and constant prices, 1999-2004
Supply Structure
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- American vs. International production
- Companies and brands
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- Figure 13: Manufacturer retail sales of energy supplements in the U.S., 2001 and 2003
- Energy supplements earn high price points, as in 2002, but price competition is increasing
- Company profiles
- Energy drinks
- Red Bull GmbH
- PepsiCo/South Beach Beverage Company (SoBe)
- Hansen’s Natural Corporation
- Coca-Cola/KMX
- Rockstar
- Energy Bars
- Nestlé/PowerBar
- GNC (General Nutrition Companies)
- Kraft/BALANCE Bar
- Clif Bar
- Experimental Applied Science (EAS)
- Atkins Nutritionals
- MET-Rx Nutrition
- Update companies and brands
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- Update Figure 9: Manufacturer retail sales of energy supplements in the U.S., 2003 and 2004
Advertising & Promotion
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- Introduction
- Energy drinks
- Red Bull GmbH
- PepsiCo/SoBe
- Hansen’s
- Coca-Cola/KMX
- Rockstar
- Energy Bars
- Nestlé/PowerBar
- Clif Bar
- BALANCE Bar
- MET-Rx
- Experimental Applied Science (EAS)
- Atkins Nutritionals
- GNC (General Nutrition Companies)
Retail Distribution
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- Introduction
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- Figure 14: U.S. retail sales of energy supplements, by channel, 2001 and 2003
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- Figure 15: Graph: U.S. retail sales of energy supplements, by channel, 2003
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- Figure 16: U.S. specialty store sales of energy supplements, at current and constant prices, 1998-2003
- Convenience stores
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- Figure 17: U.S. convenience store sales of energy supplements, at current and constant prices, 1998-2003
- FDM stores
- Supermarkets
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- Figure 18: U.S. supermarket sales of energy supplements, at current and constant prices, 1998-2003
- Drug Stores
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- Figure 19: U.S. drug store sales of energy supplements, at current and constant prices, 1998-2003
- Mass Merchandisers
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- Figure 20: U.S. mass merchandiser sales of energy supplements, at current and constant prices, 1998-2003
- Direct and other channels
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- Figure 21: U.S. direct/other sales of energy supplements, at current and constant prices, 1998-2003
- Update retail distribution
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- Update Figure 10: U.S. retail sales of energy supplements, by channel, 2003 and 2004
- Update specialty stores
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- Update Figure 11: U.S. specialty store sales of energy supplements, at current and constant prices, 1999-2004
- Update convenience stores
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- Update Figure 12: U.S. convenience store sales of energy supplements, at current and constant prices, 1999-2004
- Update FDM stores
- Supermarkets
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- Update Figure 13: U.S. supermarket sales of energy supplements, at current and constant prices, 1999-2004
- Drug stores
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- Update Figure 14: U.S. drug store sales of energy supplements, at current and constant prices, 1999-2004
- Mass merchandisers
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- Update Figure 15: U.S. mass merchandiser sales of energy supplements, at current and constant prices, 1999-2004
- Other/direct update
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- Update Figure 16: U.S. direct/other sales of energy supplements, at current and constant prices, 1999-2004
The Consumer
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- Introduction
- Energy supplements—transitioning from youth to mainstream
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- Figure 22: Consumption of energy supplements, December 2001 and January 2004
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- Figure 23: Consumption of energy supplements, by gender, January 2004
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- Figure 24: Consumption of energy supplements, by age, January 2004
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- Figure 25: Consumption of energy supplements, by income, January 2004
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- Figure 26: Consumption of energy supplements, by race/ethnicity, January 2004
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- Figure 27: Consumption of energy supplements, by region, January 2004
- Purchases made based on promise to deliver energy
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- Figure 28: Incidence of purchase based on promise to deliver energy, January 2004
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- Figure 29: Incidence of purchase based on promise to deliver energy, by gender, January 2004
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- Figure 30: Incidence of purchase based on promise to deliver energy, by age, January 2004
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- Figure 31: Incidence of purchase based on promise to deliver energy, by race/ethnicity, January 2004
- Acceptance of energy bars, protein drinks or energy drinks as a way to take vitamins and minerals
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- Figure 32: Acceptance of energy bars, protein drinks or energy drinks as a way to take vitamins and minerals, January 2004
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- Figure 33: Acceptance of energy bars, protein drinks or energy drinks as a way to take vitamins and minerals, by gender, January 2004
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- Figure 34: Acceptance of energy bars, protein drinks or energy drinks as a way to take vitamins and minerals, by age, January 2004
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- Figure 35: Acceptance of energy bars, protein drinks or energy drinks as a way to take vitamins and minerals, by race/ethnicity, January 2004
- Food and beverages preferred when looking for an energy boost
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- Figure 36: Food and beverages preferred when looking for an energy boost, January 2004
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- Figure 37: Food and beverages preferred when looking for an energy boost, by gender, January 2004
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- Figure 38: Food and beverages preferred when looking for an energy boost, by age, January 2004
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- Figure 39: Food and beverages preferred when looking for an energy boost, by race/ethnicity, January 2004
- Summary
Future & Forecast
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- Future trends
- Aggressive new product development will continue
- Energy-based and vitamin/mineral-based marketing will grow for these products
- Rapid segmentation in energy bars may lead to consolidation
- Rapid growth may taper but will remain strong
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- Figure 40: U.S. population projections, by age group, 2005 and 2010
- Market forecast
- Energy supplements
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- Figure 41: Forecast of U.S. retail sales of energy supplements, at current and constant prices, 2003-08
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- Graph 4: U.S. retail sales of energy supplements, 1998-2003, and forecast for 2004-08
- Energy bars
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- Figure 42: Forecast of U.S. retail sales of energy bars, at current and constant prices, 2003-2008
- Protein liquid/powder drinks
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- Figure 43: Forecast of U.S. retail sales of protein liquid/powder drinks, at current and constant prices, 2003-08
- Energy stimulant drinks
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- Figure 44: Forecast of U.S. retail sales of energy/stimulant drinks, at current and constant prices, 2003-2008
- Forecast Factors
- Market forecast-Update
- Energy supplements
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- Update Figure 17: Forecast of U.S. sales of energy supplements, at current and constant prices, 2004-2009
- Energy bars
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- Update Figure 18: Forecast of U.S. sales of energy bars, at current and constant prices, 2004-2009
- Protein liquid/powder drinks
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- Update Figure 19: Forecast of U.S. sales of protein liquid/powder drinks, at current and constant prices, 2004-2009
- Energy/stimulant drinks
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- Update Figure 20: Forecast of U.S. sales of energy/stimulant drinks, at current and constant prices, 2004-2009
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Developments
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- Natures Path Optimum Energy Bar Extensions
- Pay Day High Protein Energy Bar
- FUZE Energy Enhancing Drink
- Diet Fizz Sugar Free Drink Mix
- Boo Koo Wild Energy Supplement
- Imu-lift Effervescent Energy Dietary Supplement
- Category review
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- Figure 45: New product introductions of energy supplements, 1998-2004
Appendix: Nutrition Business Journal Source Data
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- Figure 46: Total U.S. wholesale and retail sales of nutrition bars, 5 leading brands, 1999-2002, and 2002 retail channel sales
- Figure 47: Total U.S. wholesale sales of nutrition bars, 5 leading brands by food category, 2002
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- Figure 48: Total U.S. company wholesale sales for top 5 nutrition bar companies, 1999-2002
- Figure 49: Total U.S. wholesale and retail sales of sports powders/pills, 2001-02, and 2002 channel sales
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- Figure 50: Total U.S. wholesale and retail sales of energy drinks 1999-2002, and 2002 channel sales
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