Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Executive Summary
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- Overview
- The market
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- Figure 1: Total US sales and fan chart forecast of nutritional and performance drinks, at current prices, 2008-18
- Figure 2: Sales of nutritional and performance drinks, by segment, 2011 and 2013
- Key players
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- Figure 3: Leading companies in nutritional and performance drink market, by sales, 2013
- Consumer use is low, driven by young men
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- Figure 4: Sports drinks use, by gender and age, October 2013
- Reasons for using drinks vary greatly across segments
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- Figure 5: Reasons for drinking nutritional, protein and sports drinks, October 2013
- What we think
Issues and Insights
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- How can companies better expand their consumer base?
- Insight: Focus products and marketing campaigns toward specific users, highlight health
- How can the category compete with increasing functional offerings across food and drink categories?
- Insight: Category can promote efficacy in function
- What role does protein play in consumer beverage decisions?
- Insight: A focus on protein should attract consumer attention across segments
Trend Applications
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- Trend: Prepare for the Worst
- Trend: Mood to Order
- Mintel Futures: Old Gold
Market Size and Forecast
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- Key points
- Strong growth since 2008 fueled by interest in health and nutrition
- Sports drink growth to slow more than nutritional, protein drinks
- Sales and forecast of market
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- Figure 6: Total US retail sales and forecast of nutritional and performance drinks, at current prices, 2008-18
- Figure 7: Total US retail sales and forecast of nutritional and performance drinks, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 8: Total US sales and fan chart forecast of nutritional and performance drinks, at current prices, 2008-18
Market Drivers
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- Key points
- Protein’s popularity drives consumer demand for nutritional, protein drinks
- Diet and exercise rates will influence demand for products
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- Figure 9: Consumers watching their diet, 2007-13
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- Figure 10: Consumers who exercise regularly, 2007-13
Competitive Context
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- Energy, coffee drinks appeal to those looking for convenient pick-me-up
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- Figure 11: Energy drink and RTD (iced) coffee launches, 2009-13
- Milk, yogurt drinks and other dairy drinks compete on protein offerings
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- Figure 12: dairy launches, 2009-13
Segment Performance
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- Key points
- Smallest segment gaining ground on nutritional drink sales
- Sales of market, by segment
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- Figure 13: Total US retail sales of nutritional and performance drinks, by segment, at current prices, 2011 and 2013
Segment Performance – Sports Drinks
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- Key points
- Sales growth strong but slowing
- Sales and forecast of sports drinks
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- Figure 14: Total US retail sales and forecast of sports drinks at current prices, 2008-18
Segment Performance – Nutritional Drinks
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- Key points
- Segment sales driven by interest in nutrition, weight management tools
- Sales and forecast of nutritional drinks
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- Figure 15: Total US retail sales and forecast of nutritional drinks at current prices, 2008-18
Segment Performance – Protein Drinks
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- Key points
- Sales and forecast of protein drinks
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- Figure 16: Total US retail sales and forecast of protein drinks at current prices, 2008-18
Retail Channels
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- Key points
- “Other” channels dominates sales of nutritional and performance drinks
- Sales of nutritional and performance drinks, by channel
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- Figure 17: Total US retail sales of nutritional and performance drinks, by channel, at current prices, 2011-13
Leading Companies and Brands
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- Key points
- Gatorade brands keep PepsiCo on top of category sales
- Manufacturer sales of nutritional and performance drinks
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- Figure 18: MULO sales of nutritional and performance drinks, by leading companies, rolling 52 weeks 2012 and 2013
- Gatorade, Powerade dominate, MiO Fit offers something different
- Manufacturer sales of sports drinks
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- Figure 19: MULO sales of sports drinks, by leading companies, rolling 52 weeks 2012 and 2013
- Ensure, PediaSure, and Boost continue to lead nutritional drinks market
- Manufacturer sales of nutritional drinks
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- Figure 20: MULO sales of nutritional drinks, by leading companies, rolling 52 weeks 2012 and 2013
- Protein drink companies enjoying strong sales growth
- Manufacturer sales of protein drinks
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- Figure 21: MULO sales of protein drinks, by leading companies, rolling 52 weeks 2012 and 2013
Innovations and Innovators
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- Meal replacement launches outnumber and outpace sports drink launches
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- Figure 22: Nutritional and performance drink launches, by GNPD subcategory*, 2009-13
- Gluten-free leads claims among nutritional/protein drink launches
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- Figure 23: Meal replacement and other drink* launches, top 10 claims, 2009-13
- Sports drinks address calorie concerns, competition
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- Figure 24: Sports drink launches, top 10 claims, 2009-13
- Private label remains small fraction of product launches, focuses on trends
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- Figure 25: Nutritional and performance drink launches, by private label, 2009-13
Marketing Strategies
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- Overview of the brand landscape
- Theme: Convenient, nutritious protein for the everyday woman
- Ensure: Nutrition in charge
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- Figure 26: Ensure, “The Lady of the House,” TV ad, 2013
- Premier Protein: Energy for every day
- Theme: Helping older adults stay active
- Boost: Stay strong, stay active with Boost
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- Figure 27: Boost, “Grandpa,” TV ad, 2013
Social Media
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- Key points
- Key social media metrics
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- Figure 28: Key social media metrics, December 2013
- Market overview
- Brand usage and awareness
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- Figure 29: Brand usage and awareness, October 2013
- Interactions with nutrition and performance drink brands
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- Figure 30: Activities done, October 2013
- Online conversations
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- Figure 31: Online conversations on selected nutrition and performance drink brands, by day, June 30-Dec. 29, 2013
- Where are people talking about nutrition and performance drink brands?
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- Figure 32: Online conversations on selected nutrition and performance drink brands, by page type, June 30-Dec. 29, 2013
- What are people talking about?
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- Figure 33: Word cloud for online mentions of flavors surrounding selected nutrition and performance drink brands, June 30-Dec. 29, 2013
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- Figure 34: Conversations surrounding selected nutrition and performance drink brands, June 30-Dec. 29, 2013
- Analysis by brand
- Gatorade
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- Figure 35: Social media metrics – December 2013
- Powerade
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- Figure 36: Social media metrics – Powerade, December 2013
- Slimfast
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- Figure 37: Social media metrics – Slimfast, December 2013
- Muscle Milk
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- Figure 38: Social media metrics – Muscle Milk, December 2013
- Special K
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- Figure 39: Social media metrics – Special K, December 2013
- Carnation Breakfast Essentials
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- Figure 40: Social media metrics – Carnation Breakfast Essentials, December 2013
Consumer Usage Trends
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- Key points
- Sports drinks lead all segments in consumer usage
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- Figure 41: Frequency of nutritional, protein and sports drink consumption, October 2013
- Children and teens more likely to use sports drinks
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- Figure 42: Children and teen consumption of nutritional and performance drinks, 2013
- Young men drive usage across all segments
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- Figure 43: Sports drinks usage frequency*, by gender and age, October 2013
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- Figure 44: Nutritional drink usage frequency*, by gender and age, October 2013
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- Figure 45: Protein drinks usage frequency*, by gender and age, October 2013
Reasons for Using Nutritional and Performance Drinks
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- Key points
- Consumers turn to category for diverse reasons, but not necessarily for taste
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- Figure 46: Reasons for drinking nutritional, protein and sports drinks, October 2013
- Men, young consumers use nutritional drinks for performance, recovery
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- Figure 47: Reasons for drinking nutritional drinks, by gender, October 2013
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- Figure 48: Reasons for drinking nutritional drinks, by age, October 2013
- Consumers aged 45-54 most likely to use protein drinks for energy
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- Figure 49: Reasons for drinking protein drinks, by age, October 2013
Occasions for Drinking
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- Key points
- Breakfast is most popular meal for nutritional, protein drinks
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- Figure 50: Occasions for drinking, October 2013
- Protein, sports drinks offer slightly more versatility for consumer use
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- Figure 51: Occasions for drinking, October 2013
- Opportunities as anytime or sick time drinks
Attitudes and Behavior toward Sports Drinks
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- Key points
- Young men only age group using more this year than using less
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- Figure 52: Change in sports drink use, by gender and age, October 2013
- Nearly four in 10 sports drink consumer see sports drinks as healthy alternative
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- Figure 53: Attitudes toward sports drinks, October 2013
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- Figure 54: Attitudes toward kids' use of sports drinks, October 2013
Attitudes and Behaviors toward Nutritional Drinks
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- Key points
- Weight management, nutritional supplementation major role for segment
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- Figure 55: Attitudes toward nutritional and/or sports drinks, October 2013
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- Figure 56: Consumer preference for nutritional drinks over vitamins, by income, October 2013
- Opportunities for innovation in flavor, function, format
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- Figure 57: Attitudes toward nutritional drink, by age, October 2013
- Children, teens may offer opportunity to expand market
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- Figure 58: Attitudes toward kids' use of nutritional and/or sports drinks, October 2013
Attitudes and Behavior toward Protein Drinks
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- Key points
- Twice as many consumers using more protein drinks than less in 2013
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- Figure 59: Attitudes toward protein drinks, October 2013
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- Figure 60: Attitudes toward protein drinks, October 2013
- Plant protein-based drinks appeal to nearly a quarter of users
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- Figure 61: Attitudes toward protein drinks, October 2013
Impact of Race and Hispanic Origin
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- Key points
- Hispanic and Black consumers over index in category participation
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- Figure 62: Nutritional, protein, and sports drink use, by race/Hispanic origin, October 2013
- Black users of sports drinks interested in flavor, Hispanics in diet aid
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- Figure 63: Reasons for drinking sports drinks, by race/Hispanic origin, October 2013
- Blacks use products for meal replacement, Hispanics for meal part
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- Figure 64: Occasions for drinking nutritional drinks, by race/Hispanic origin, October 2013
Appendix – Food and Drink Market Drivers
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- Health and lifestyle
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- Figure 65: American adults by weight category as determined by body mass index (BMI), 2008-Oct. 28, 2013
- Childhood and teen obesity – highest in decades
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- Figure 66: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Consumer confidence
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- Figure 67: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 68: US unemployment rate, by month, 2002-13
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- Figure 69: US unemployment and underemployment rates, 2007-13
- Figure 70: Number of employed civilians in US, in thousands, 2007-13
- Retail channels
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- Figure 71: Distribution of expenditures on food for off-premise consumption, by channel, 2008-12
- Racial, ethnic population growth
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- Figure 72: US population by race and Hispanic origin, 2009, 2014, and 2019
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- Figure 73: Households with children, by race and Hispanic origin of householder, 2013
- Shifting US demographics
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- Figure 74: US population, by age, 2009-19
- Figure 75: US households, by presence of own children, 2003-13
Appendix – Other Useful Consumer Tables
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- Figure 76: Nutritional drink usage frequency*, by gender, October 2013
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- Figure 77: Nutritional drink usage frequency*, by presence of children in household, October 2013
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- Figure 78: Protein drinks usage frequency*, by gender, October 2013
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- Figure 79: Protein drinks usage frequency*, by presence of children in household, October 2013
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- Figure 80: Sports drinks usage frequency*, by gender, October 2013
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- Figure 81: Sports drinks usage frequency*, by presence of children in household, October 2013
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- Figure 82: Reasons for drinking nutritional drinks, by gender, October 2013
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- Figure 83: Reasons for drinking nutritional drinks, by age, October 2013
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- Figure 84: Reasons for drinking nutritional drinks, by race/Hispanic origin, October 2013
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- Figure 85: Reasons for drinking nutritional drinks, by presence of children in household, October 2013
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- Figure 86: Reasons for drinking protein drinks, by age, October 2013
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- Figure 87: Reasons for drinking protein drinks, by presence of children in household, October 2013
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- Figure 88: Reasons for drinking sports drinks, by gender, October 2013
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- Figure 89: Reasons for drinking sports drinks, by gender and age, October 2013
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- Figure 90: Reasons for drinking sports drinks, by presence of children in household, October 2013
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- Figure 91: Occasions for drinking nutritional drinks, by gender, October 2013
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- Figure 92: Occasions for drinking nutritional drinks, by age, October 2013
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- Figure 93: Occasions for drinking nutritional drinks, by household income, October 2013
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- Figure 94: Occasions for drinking nutritional drinks, by presence of children in household, October 2013
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- Figure 95: Occasions for drinking sports drinks, by race/Hispanic origin, October 2013
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- Figure 96: Occasions for drinking protein drinks, by presence of children in household, October 2013
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- Figure 97: Attitudes toward nutritional drink, by household income, October 2013
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- Figure 98: Change in sports drink use, by household income, October 2013
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- Figure 99: Attitudes toward kids' use of nutritional drinks, by employment, October 2013
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- Figure 100: Attitudes toward kids' use of nutritional drinks, by nutritional drink usage frequency*, October 2013
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- Figure 101: Attitudes toward kids' use of sports drinks, by age, October 2013
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- Figure 102: Attitudes toward kids' use of sports drinks, by household size, October 2013
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- Figure 103: Attitudes toward kids' use of sports drinks, by sports drink usage frequency*, October 2013
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- Figure 104: Change in use of protein drinks, by household income, October 2013
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Appendix – Social Media
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- Brand usage or awareness
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- Figure 105: Brand usage or awareness, October 2013
- Figure 106: Gatorade usage or awareness, by demographics, October 2013
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- Figure 107: Powerade usage or awareness, by demographics, October 2013
- Figure 108: Slimfast usage or awareness, by demographics, October 2013
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- Figure 109: Carnation breakfast essentials usage or awareness, by demographics, October 2013
- Figure 110: Muscle Milk usage or awareness, by demographics, October 2013
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- Figure 111: Special K (protein shakes) usage or awareness, by demographics, October 2013
Appendix – Trade Associations
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