Table of Contents
Executive Summary
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- The issues
- Recovering sales slowed by…
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- Figure 1: Total US sales and fan chart forecast of sports, nutrition and performance drinks, at current prices, 2013-23
- …cross category competition
- …bad taste for artificial
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- Figure 2: Most nutrition and performance drinks contain too many artificial ingredients, any agree (net), by age, December 2018
- The opportunities
- Healthy aging solutions…no matter the age
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- Figure 3: Health benefits that motivate purchase of nutrition or performance drinks, December 2018
- Diversify your protein source
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- Figure 4: Preferences in protein source when purchasing protein drinks, by age and gender, December 2018
- Overall wellness has most appeal
- Educated consumers demand transparency
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- Figure 5: Important to research nutrition and performance drinks before purchase, any agree (net), by product type purchased, December 2018
- What it means
The Market – What You Need to Know
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- Dollar sales for category on slow rise
- Sports drinks remain top segment, but losing ground
- Category sales continue to span outlets
- Beverage lines are blurry
- Older adults are key demographic
Market Size and Forecast
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- Sales for sports, nutrition and performance drinks on slow rise
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- Figure 6: Total US sales and fan chart forecast of sports, nutrition and performance drinks, at current prices, 2013-23
- Figure 7: Total US sales and forecast of sports, nutrition and performance drinks, at current prices, 2013-23
- Figure 8: Total US retail sales and forecast of sports, nutrition, and performance drinks, at inflation-adjusted prices, 2013-23
Market Breakdown
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- Sports drinks maintain largest share of dollar sales
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- Figure 9: Total US retail sales of sports, nutrition, and performance drinks, by segment, at current prices, 2016 and 2018
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- Figure 10: Total US retail sales of sports, nutrition, and performance drinks, by segment, at current prices, 2016 and 2018
- Other retail channels hold vast majority of sales
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- Figure 11: Total US retail sales of sports, nutrition, and performance drinks, by channel, at current prices, 2013-18
- Figure 12: Total US retail sales of sports, nutrition, and performance drinks, by channel, at current prices, 2013 and 2018
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- Figure 13: Total US retail sales of sports, nutrition, and performance drinks, by channel, at current prices, 2016 and 2018
Market Perspective
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- Blurring beverage categories
- Need for diabetic friendly products is rising
- Men are more focused on fitness
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- Figure 14: Health and fitness self-perceptions by gender, December 2018
Market Factors
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- Wellness is a hot topic
- Need to adapt products for needs of aging population
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- Figure 15: Population aged 18 or older, by age, 2013-23
- Figure 16: Health and fitness self-perceptions by gender and age, December 2018
- Nutrition has wider scope than athletic performance
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- Figure 17: Health and fitness self-perceptions, December 2018
- Figure 18: Fitness activities participation, December 2018
- Social media influence on purchase habits
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- Figure 19: Social media influence on nutrition and performance drinks purchased, any agree (net) by product type purchased, December 2018
Key Players – What You Need to Know
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- Top four leaders lose market share to others
- Premier protein continues to lead nutritional sales
- Protein remains star ingredient
- Artificial ingredients continue to lose appeal
- Nutritional drinks show most potential
Company and Brand Sales of Sports, Nutrition and Performance Drinks
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- Top four leaders losing market share to others
- Sales of sports, nutrition and performance drinks by company
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- Figure 20: Multi-Outlet sales of sports, nutrition, and performance drinks, by leading companies, rolling 52 weeks 2017 and 2018
What’s Working?
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- Protein trend continues to gain momentum
- Legacy weight-loss brands shake up image by delving into trends
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- Figure 21: Multi-Outlet sales of weight loss drinks, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Fat opportunity of keto-focused products
- New generation of meal replacement drinks
- Diet drinks in disguise for Millennials
What’s Struggling?
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- Top players feel pressure of competition
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- Figure 22: Multi-Outlet sales of sports drinks, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Artificial ingredients continue to lose appeal
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- Figure 23: Most nutrition and performance drinks contain too many artificial ingredients, any agree (net), by age, December 2018
- Abbott Labs discontinues EAS after sales plummet
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- Figure 24: Multi-Outlet sales of nutritional drinks, by leading companies and brands, rolling 52 weeks 2017 and 2018
What’s Next?
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- Nutrition drinks for your personal genome
- Sleep on it
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- Figure 25: Interest in beverages that naturally promote sleep, any agree (net), by age, December 2018
- SRTD compromise
- CBD enters sports arena
The Consumer – What You Need to Know
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- Sports drinks continue to dominate the market
- Younger men are key consumer demographic
- Focus on protein shows no signs of stopping
- Convenience is key for nutrition segment
- Hydration remains leading reason for purchase
- Consumers are doing their homework
Sports, Nutrition and Performance Drinks Purchased
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- Sports drinks continue to dominate the market
- Room for growth across segments
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- Figure 26: Types of sports, nutrition and performance drinks purchased, December 2018
- Men continue to drive sales
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- Figure 27: Types of drinks purchased, by gender, December 2018
- Consumers can be convinced to purchase more
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- Figure 28: Number of types of drinks purchased, by gender, December 2018
- Women surpass men in weight loss segment
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- Figure 29: Purchase of weight loss drinks by gender and age, December 2019
Desired Health Benefits
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- Protein content is top desired benefit
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- Figure 30: Health benefits that motivate purchase of nutrition or performance drinks, December 2018
- Consumers seeking sources of hydration
- Women focused on digestive health
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- Figure 31: Motivators for purchasing a nutrition or performance drink, by age and gender, December 2018
- Brain health moves in on body health
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- Figure 32: Motivators for purchasing a nutrition or performance drink, by age and gender, December 2018
- TURF analysis – Emphasizes strong desire for protein, hydration
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- Figure 33: TURF analysis – Desired health benefits, December 2018
Desired Ingredients
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- Electrolytes remain most desirable ingredient
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- Figure 34: Desired ingredients in nutrition and performance drinks, December 2018
- Prebiotics and probiotics desirable for women in middle adulthood
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- Figure 35: Interest in probiotics in nutrition and performance drinks, by gender and age, December 2018
- Women looking for collagen
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- Figure 36: Interest in collagen in nutrition and performance drinks, by gender and age, December 2018
- TURF analysis – Desired ingredients
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- Figure 37: TURF analysis – Desired ingredients, December 2018
Attitudes
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- Majority take vitamins/supplements in addition to drinks
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- Figure 38: Interest in probiotics in nutrition and performance drinks, any agree (net), by gender and age, December 2018
- Majority see plant-based protein on par with animal-based
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- Figure 39: Plant-based protein is as healthy as animal-based protein, any agree (net), December 2018
- Social media influence on purchase habits varies by segment
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- Figure 40: Social media influence on nutrition and performance drinks purchased – any agree (net), by product type, December 2018
- Consumers are educated and discerning
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- Figure 41: Attitudes regarding sports, nutrition and performance drinks, any agree (net), December 2018
- Vast majority agree researching products important
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- Figure 42: Important to research nutrition and performance drinks before purchase, any agree (net), by product type purchased, December 2018
- Artificial ingredients continue to lose appeal
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- Figure 43: Most nutrition and performance drinks contain too many artificial ingredients, any agree (net), by age, December 2018
- Innovations of interest
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- Figure 44: Interest in sleep promoting and DNA-based beverages, any agree (net), December 2018
- Personalized nutrition drinks/genome/DNA
- Sleep on it
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- Figure 45: Interest in beverages that naturally promote sleep, any agree (net), by age, December 2018
Protein Drinks – Protein Source Interest
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- Variety is key when it comes to protein
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- Figure 46: Preferences in protein source when purchasing protein drinks, December 2018
- Plant-based proteins gain appeal across demographics
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- Figure 47: Preferences in protein source when purchasing protein drinks, by age and gender, December 2018
Weight Loss, Nutrition and Meal Replacement Drinks
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- Convenience, energy top reasons for consumption
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- Figure 48: Reasons for drinking weight loss, meal replacement or nutrition drinks, December 2018
- Taste appeal bodes well for the market
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- Figure 49: Reasons for drinking weight loss, meal replacement or nutrition drinks, December 2018
- Healthy aging important to growing demographic
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- Figure 50: Reasons for drinking weight loss, meal replacement or nutrition drinks - healthy aging, by age, December 2018
Sports Drinks: Consumption Occasions
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- Quenching thirst top motivator
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- Figure 51: Occasions for drinking sports drinks, December 2018
- Sports drinks beyond athletics
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- Figure 52: Types of drinks purchased by activity type, no participation in activities, December 2018
- Hangover recovery alternate angle for sports drinks
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- Figure 53: Consuming sports drinks for hangover recovery, by age and gender, December 2018
- Hispanics more likely to consume sports drinks during a workout
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- Figure 54: Reasons for drinking sports drinks, December 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 55: Total US retail sales and forecast of sports, nutrition, and performance drinks, by segment, at current prices, 2013-23
- Figure 56: Total US retail sales and forecast of sports drinks, at current prices, 2013-23
- Figure 57: Total US retail sales and forecast of sports drinks, at inflation-adjusted prices, 2013-23
- Figure 58: Total US retail sales and forecast of performance drinks, at current prices, 2013-23
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- Figure 59: Total US retail sales and forecast of Performance drinks, at inflation-adjusted prices, 2013-23
- Figure 60: Total US retail sales and forecast of weight loss drinks, at current prices, 2013-23
- Figure 61: Total US retail sales and forecast of weight loss drinks, at inflation-adjusted prices, 2013-23
- Figure 62: Total US retail sales and forecast of nutritional drinks, at current prices, 2013-23
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- Figure 63: Total US retail sales and forecast of nutritional drinks, at inflation-adjusted prices, 2013-23
- Figure 64: US supermarket sales of sports, nutrition, and performance drinks, at current prices, 2013-18
- Figure 65: US drugstore sales of sports, nutrition, and performance drinks, at current prices, 2013-18
- Figure 66: US sales of sports, nutrition, and performance drinks through other retail channels, at current prices, 2013-18
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Appendix – Key Players
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- Figure 67: Multi-outlet sales of performance drinks, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 68: Multi-outlet sales of weight loss drinks, by leading companies and brands, rolling 52 weeks 2017 and 2018
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