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Nutrition and Performance Drinks - US - March 2018

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
Dollar sales of nutrition and performance drinks slow
Figure 1: Total US sales and fan chart forecast of nutrition and performance drinks, at current prices, 2012-22
37% of consumers think products in the category are too high in sugar
Figure 2: Nutrition and performance drink statements – Challenges, by consumption, December 2017
Only 15% of consumers think products in the category deliver on promised claims
Figure 3: Nutrition and performance drink statements – Trust, December 2017
The opportunities
Close to a third of consumers have increased consumption of nutrition/performance drinks
Figure 4: Change in consumption, December 2017
Growth in non-dairy protein in nutritional/weight loss segments
Figure 5: Nutrition and performance drinks launches, by ingredients – Protein, 2013-17
Nutrition and performance drinks need to do a better job of standing out
Figure 6: Reasons for consumption, December 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Dollar sales of nutrition and performance drinks slow
Sports drinks maintain the largest share of dollar sales, but slipping
All segments are forecast to see continued but slowing growth
Category benefits from sales that span outlets
MARKET SIZE AND FORECAST
Dollar sales of nutrition and performance drinks slow
Figure 7: Total US sales and fan chart forecast of nutrition and performance drinks, at current prices, 2012-22
Figure 8: Total US sales and forecast of nutrition and performance drinks, at current prices, 2012-22
Figure 9: Total US sales and forecast of nutrition and performance drinks, at inflation-adjusted prices, 2012-22
MARKET BREAKDOWN
Sports drinks continue to represent the largest share of dollar sales in the category
Figure 10: Total US retail sales and forecast of nutrition and performance drinks, by segment, 2012 and 2017 (est)
All segments are forecast to see continued, but slowing, growth
Figure 11: Total US retail sales and forecast of nutrition and performance drinks, by segment, at current prices, 2012-22
The vast majority of drinks are sold at non-supermarket, non-drug store channels
Figure 12: Total US retail sales of nutrition and performance drinks, by channel, at current prices, 2012-2017
MARKET PERSPECTIVE
Competing categories successfully make a play for functionality
MARKET FACTORS 
Three quarters of adults are currently managing their weight
Figure 13: Weight management status, July 2017
84% of consumers are limiting the amount of sugar in their diet
Legislation grows less sweet on sugar
Diet health may be a stronger focus than exercise
Figure 14: Lifestyle statements, December 2017
Aging population may create need for functional nutrition
Figure 15: Share of population by age, 2013-23
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Top four leaders experience losses while other brands gain
Premier Protein drives gains of nutritional drinks
Nutritional drinks could stand to boost functional claims
Growth in non-dairy protein
Sweetener usage varies by segment
COMPANY AND BRAND SALES OF NUTRITION AND PERFORMANCE DRINKS
Top four leaders experience losses while other brands gain
Sales of nutrition and performance drinks by company
Figure 16: Multi-outlet sales of nutrition and performance drinks, by leading companies, rolling 52 weeks 2016 and 2017
WHAT’S WORKING?
Premier Protein drives gains of nutritional drinks
Figure 17: Multi-outlet sales of nutritional drinks, by leading companies and brands, rolling 52 weeks 2016 and 2017
Performance drinks adopting fruit flavors
Figure 18: Nutrition and performance drinks launches, by leading flavors, 2013-17
Figure 19: Nutrition and performance drinks launches, by growing flavors, 2013-17
Nutritional drinks could stand to boost functional claims
Figure 20: Nutrition and performance drinks launches, by leading claims, 2013-17
Most segments move in the right direction toward cleaner formulations
Figure 21: Nutrition and performance drinks launches, by growing claims, 2013-17
Growth in non-dairy protein in nutritional/weight loss segments
Figure 22: Nutrition and performance drinks launches, by ingredients – Protein, 2013-17
Figure 23: Nutrition and performance drinks launches, by growing protein, 2013-17
WHAT’S STRUGGLING?
Sports drink leaders see declines
Figure 24: Multi-outlet sales of sports drinks, by leading companies and brands, rolling 52 weeks 2016 and 2017
MULO sales declines of performance drinks driven by big dips among some leading brands
Figure 25: Multi-outlet sales of performance drinks, by leading companies and brands, rolling 52 weeks 2016 and 2017
Special K brand see sales decline by nearly a quarter
Figure 26: Multi-outlet sales of weight-loss drinks, by leading companies and brands, rolling 52 weeks 2016 and 2017
Sweetener usage varies by segment
Figure 27: Nutrition and performance drinks launches, by ingredients – Sugar/sweeteners, 2013-17
Figure 28: Nutrition and performance drinks launches, by growing sugar/sweeteners, 2013-17
WHAT’S NEXT?
A focus on protein quality
Turmeric offers path toward inherent health
THE CONSUMER – WHAT YOU NEED TO KNOW 
Sports drinks lead consumption
31% of nutrition/performance drink consumers have increased consumption
While drink types have clear functional association, blurring can be seen
Concern over sugar totals challenges category
Only 15% of consumers think products in the category deliver on promised claims
A quarter of consumers think protein derived from plants is as effective as that from dairy/meat sources
WHO’S DRINKING NUTRITION AND PERFORMANCE DRINKS?
Sports drinks lead consumption
Figure 29: Nutrition and performance drink consumption, December 2017
Sports and performance drinks
Men make up the largest share of sports and performance drink users
Figure 30: Share of nutrition and performance drink consumption – Sports and performance drinks, by gender, December 2017
More than half of performance drink users are under 35
Figure 31: Share of nutrition and performance drink consumption – Sports and performance drinks, by age, December 2017
37% of sports drink users come from households earning less than $50K
Figure 32: Share of nutrition and performance drink consumption – Sports and performance drinks, by household income, December 2017
Weight loss and nutrition drinks
Meal replacement drinks have the strongest chance of resonating with women
Figure 33: Share of nutrition and performance drink consumption – Weight loss and nutritional drinks, by gender, December 2017
54% of weight loss drink users are under 35
Figure 34: Share of nutrition and performance drink consumption – Weight loss and nutritional drinks, by age, December 2017
Fitness is a driver, but not a requirement for category participation
Figure 35: Nutrition and performance drink consumption, by lifestyle statements, December 2017
Consumption of sports drinks among kids/teens is on the decline
Figure 36: Consumption of thirst quencher and sports/activity drinks, by kids/teens, 2013-17
NUTRITION AND PERFORMANCE DRINK FORMATS CONSUMED
A higher percentage of category participants drink RTD varieties
Figure 37: Nutrition and performance drink behaviors – Format, December 2017
Only 13% of drinkers drink non-dairy varieties
Figure 38: Nutrition and performance drink behaviors – Non-dairy, December 2017
Under 35s are strongest market for non-dairy varieties
Figure 39: Nutrition and performance drink behaviors – Non-dairy, by age, December 2017
CHANGE IN CONSUMPTION
Close to a third of consumers have increased consumption of nutrition/performance drinks
Figure 40: Change in consumption, December 2017
A quarter of women are drinking more drinks in the category
Figure 41: Change in consumption, by gender, December 2017
Growing adoption among younger shoppers
Figure 42: Change in consumption, by age, December 2017
Nutritional drink drinkers are most likely to have increased category participation
Figure 43: Change in consumption, by drink type consumed, December 2017
Increased consumption is more likely driven by physical activity than healthy eating
Figure 44: Change in consumption, by lifestyle statements, December 2017
Expansion of plant-based offerings may boost consumption
Figure 45: Change in consumption, by plant-based, December 2017
Sugar is a challenge to category participation
Figure 46: Reasons for drinking less, December 2017
IMPORTANT ATTRIBUTES
Sugar amount is the second most important attribute of interest
Figure 47: Important attributes, December 2017
Women pay attention to sweeteners; men want products vouched for
Figure 48: Important attributes, by gender, December 2017
Sugar is generally more of a concern among older users
Figure 49: Important attributes, by age, December 2017
Protein is important among performance drink consumers
Figure 50: Important attributes, by drink type consumed, December 2017
Figure 51: Important attributes, by drink type consumed – Sports drinks, December 2017
Healthy eaters are most likely to be aware of sugar, artificial ingredients
Figure 52: Important attributes, by lifestyle statements, December 2017
REASONS FOR CONSUMPTION
While drink types have clear functional association, blurring can be seen
Sports drinks are overwhelmingly consumed to quench thirst
Nutritional drinks appear as a catch-all
Performance drinks are turned to for multiple outcomes
Weight loss drinks users look for more than just weight loss
Figure 53: Correspondence analysis – Reasons for consumption, December 2017
Figure 54: Reasons for consumption, December 2017
Women are significantly more likely than men to use performance and nutritional drinks for meal replacement/weight loss
Figure 55: Reasons for consumption – Performance drinks, by gender, December 2017
Figure 56: Reasons for consumption – Nutritional drinks, by gender, December 2017
ATTITUDES TOWARD NUTRITION AND PERFORMANCE DRINKS
Trust
Only 15% of consumers think products in the category deliver on promised claims
Figure 57: Nutrition and performance drink statements – Trust, December 2017
Figure 58: Nutrition and performance drink statements – Trust, by drink type consumed, December 2017
Men are nearly twice as likely as women to think product deliver on claims
Figure 59: Nutrition and performance drink statements – Trust, by gender, December 2017
Younger shoppers are more trusting of products in the category
Figure 60: Nutrition and performance drink statements – Trust, by age, December 2017
Challenges
37% of consumers think products in the category are too high in sugar
Figure 61: Nutrition and performance drink statements – Challenges, by consumption, December 2017
Weight loss drink consumers exhibit highest concern over ingredients
Figure 62: Nutrition and performance drink statements – Challenges, by consumption, December 2017
Women are particularly critical of sugar, artificial ingredients totals
Figure 63: Nutrition and performance drink statements – Challenges, by gender, December 2017
Artificial ingredients struggle with efficacy
Figure 64: Lifestyle statements – Artificial ingredients, December 2017
Non-dairy
A quarter of consumers think protein derived from plants is as effective as that from dairy/meat sources
Figure 65: Lifestyle statements – Non-dairy, December 2017
Younger consumers and those who engage in higher-intensity workouts have a higher opinion of plant-based options
Figure 66: Lifestyle statements – Non-dairy, by age, December 2017
Figure 67: Lifestyle statements – Non-dairy, by age, December 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
Figure 68: Total US retail sales and forecast of sports drinks, at current prices, 2012-22
Figure 69: Total US retail sales and forecast of sports drinks, at inflation-adjusted prices, 2012-22
Figure 70: Total US retail sales and forecast of performance drinks, at current prices, 2012-22
Figure 71: Total US retail sales and forecast of performance drinks, at inflation-adjusted prices, 2012-22
Figure 72: Total US retail sales and forecast of weight loss drinks, at current prices, 2012-22
Figure 73: Total US retail sales and forecast of weight loss drinks, at inflation-adjusted prices, 2012-22
Figure 74: Total US retail sales and forecast of nutritional drinks, at current prices, 2012-22
Figure 75: US retail sales and forecast of nutritional drinks, at inflation-adjusted prices, 2012-22
Figure 76: US sales of nutrition and performance drinks through other retail channels, at current prices, 2012-17
Figure 77: US supermarket sales of nutrition and performance drinks, at current prices, 2012-17
Figure 78: US drug store sales of nutrition and performance drinks, at current prices, 2012-17
APPENDIX – KEY PLAYERS 
Figure 79: Multi-outlet sales of nutrition and performance drinks, by leading companies, rolling 52 weeks 2016 and 2017
APPENDIX – THE CONSUMER 
Figure 80: Consumption of thirst quencher and sports/activity drinks, by kids/teens, 2013-17
Figure 81: Thirst quencher and sports/activity drinks brand consumed, by kids/teens, 2017

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