Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Competition intensifies in functional, high protein food and drinks
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- Figure 1: Food and drink launches, by functional and high protein claim, 2012-16
- Hectic lifestyles may play role in consumers’ lack of weight control, healthy diet
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- Figure 2: Lifestyle statements: attitudes/opinions, by diet/health – Any agree
- Baby Boomers aging and packing on the pounds
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- Figure 3: Prevalence of obesity among youth aged 2-19 years and adults aged 20 and over: United States, 2011–14
- False function a concern for consumers
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- Figure 4: Nutritional and performance drink/mix sentiment, distrust of functions, by drink/mix purchasers and non-purchasers, February 2017
- The opportunities
- Positive prospects in the nutritional and performance drink category
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- Figure 5: Total US sales and fan chart forecast of nutritional and performance drinks, at current prices, 2011-21
- Appealing to consumers with diet and fitness functions
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- Figure 6: Nutritional and meal replacement drink/mix launches, by functional claim, 2015-16
- Room to target diverse set of consumers
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- Figure 7: Nutritional and performance drink/mix purchase, by any drink/mix, by gender, Hispanic origin, age, and HHI, February 2017
- Ingredient and flavor upgrades
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- Figure 8: Ingredient and flavor opportunities, by any drink/mix and sub-segments, February 2017
- What it means
The Market – What You Need to Know
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- All segments in the category grow
- Sports drinks still dominant, but lose share to nutritional drinks segment
- Other channels represent over half of category sales
- Several outside categories catching onto key health trends
Market Size and Forecast
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- Nutritional and performance drinks category continues to grow
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- Figure 9: Total US sales and fan chart forecast of nutritional and performance drinks, at current prices, 2011-21
- Figure 10: Total US retail sales and forecast of snack, nutrition and performance drinks, at current prices, 2011-21
Market Breakdown
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- Sports drinks continue reign over category, but lose share to nutritional drinks
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- Figure 11: Total US retail sales of nutritional and performance drinks, by segment share, 2016
- The weight loss drinks segment strikes back
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- Figure 12: Total US retail sales and forecast of nutritional and performance drinks, by segment, at current prices, 2011-21
- Channels outside of supermarkets account for over three quarters of category sales
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- Figure 13: Total US retail sales nutritional and performance drinks, by channel, 2016
Market Perspective
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- Rise in functional food and beverages
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- Figure 14: Food and drink launches with functional claims, February 2016-January 2017
- Boosting drink convenience can help them compete with bars
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- Figure 15: Nutritional and performance drink/mix behavior, February 2017
- Protein’s time to shine
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- Figure 16: Health and beauty aids: types of foods bought when watching diet, by high protein – Any agree
- Figure 17: Nutritional and performance drink/mix launches, by high protein claim, 2013 and 2016
- Prevalence of plant-based food and drinks
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- Figure 18: Plant based food and drink launches, 2012-16
- Sports drinks face potential of future sugar taxes, warning labels
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- Figure 19: Lifestyle statements: attitudes/opinions toward diet/health – Agree, by thirst quencher/activity drink users
- Gatorade encourages consumers to Burn It To Earn It
Market Factors
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- Consumers struggle with weight, diet, and exercise
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- Figure 20: Lifestyle statements: attitudes/opinions, by diet/health – Any agree
- Instance of obesity grows with age
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- Figure 21: Prevalence of obesity among youth aged 2–19 years and adults aged 20 and over: United States, 2011–14
- Age plays influential role on diet and fitness tendencies
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- Figure 22: Population by generation, 2017
Key Players – What You Need to Know
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- PepsiCo continues to dominate with Gatorade
- Nestlé grows big with Boost and Carnation Breakfast Essentials
- Small brands trendy in the category
- Consumer distrust of promised functions
- Plant-based, vegan options expanding
- Low/no sugar options may stem sugar issues in category
Brand Sales of Nutrition and Performance Drinks/Mixes
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- PepsiCo dominates the category
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- Figure 23: MULO sales of nutritional and performance beverages, by leading companies, rolling 52 weeks 2015 and 2016
What’s Working?
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- Gatorade maintains dominance in sports drinks
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- Figure 24: Advertisement – “Just a Kid from Somewhere – Jimmy Graham” – Powerade
- Figure 25: MULO sales of sports drinks, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Nestle nutritional drinks continue to grow rapidly
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- Figure 26: Advertisement – “Louise’s Story” – Boost Simply Complete
- Figure 27: Advertisement – “Terrible Golfer – Always Be You” – Ensure Enlive
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- Figure 28: MULO sales of nutritional drinks, by leading companies and brands, rolling 52 weeks 2015 and 2016
- SlimFast makes a comeback; Atkins continues rapid growth
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- Figure 29: Advertisement – “Yes I Did” – SlimFast
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- Figure 30: MULO sales of weight-loss drinks, by leading companies and brands, rolling 52 weeks 2015 and 2016
- MuscleTech grows, Muscle Milk and Core Power reach out to females
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- Figure 31: TV Ad – “For Women With Muscles featuring Julie Johnston” – Muscle Milk
- Figure 32: TV Ad – “Simone Biles Chooses to Be Awesome” – Core Power
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- Figure 33: MULO sales of performance drinks, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Small brands excel throughout segments
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- Figure 34: MULO share change and sales change of nutritional and performance drink segments, by other brands, rolling 52 weeks 2015 and 2016
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- Figure 35: TV Ad – “Get Picky with Your Protein” – Orgain
What’s Struggling?
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- Performance segment struggles more than others with purchase intent
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- Figure 36: Purchase intent, by nutritional and performance drink/mix segments, February 2017
- Trust in functional benefits an issue
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- Figure 37: Nutritional and performance drink/mix sentiment, distrust of functions, by drink/mix purchasers and non-purchasers, February 2017
- Whole foods give nutritional and performance drinks a run for their money
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- Figure 38: Nutritional and performance drink/mix sentiment, whole foods comparison, February 2017
What’s Next?
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- Recognizable ingredients
- Organic
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- Figure 39: Nutritional and performance drink category launches, by organic claim, 2015-16
- GMO-free
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- Figure 40: Nutritional and performance drink category launches, by GMO-free claim, 2015-16
- Plants please
- Plant-based
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- Figure 41: Nutritional and performance drink/mix category launches, by plant based, 2015-16
- Vegan
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- Figure 42: Nutritional and performance drink/mix category launches, by vegan, 2015-16
- New vegan and plant-based protein drink Evolve
- Light on the sugar
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- Figure 43: Nutritional and performance drink/mix category launches, by low/no/reduced sugar, 2015-16
- Function frenzy
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- Figure 44: Nutritional and meal replacement drink/mix launches, by functional claim, 2015-16
- Blurring the line
- Gatorade goes beyond the drink
The Consumer – What You Need to Know
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- Young males, Hispanics make up majority of purchasers
- iGeneration/Millennials have most favorable sentiment
- Gender and age play significant roles in behavior and usage
- Key differences between purchasers and non-purchasers
- Tasty, flavorful, simple ingredients that add function may encourage purchase
Nutritional and Performance Drink/Mix Purchase
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- Close to half of consumers purchase nutritional and performance drinks
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- Figure 45: Nutritional and performance drink/mix purchase, by any drink/mix and segments, February 2017
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- Figure 46: Nutritional and performance drink/mix purchase, by sub-segments, February 2017
- A quarter of consumers report increased purchase
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- Figure 47: Nutritional and performance drink/mix behavior, by purchase vs last year, February 2017
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- Figure 48: Nutritional and performance drink/mix purchase, by behavior, by purchase vs last year, February 2017
- Men over-index in purchase of all types of nutritional and performance drinks
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- Figure 49: Nutritional and performance drink/mix purchase, by any drink/mix and sub-segments, by gender, February 2017
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- Figure 50: Organic Balance – “Real morning report” – April 2016
- Younger consumers most likely to purchase across drink types
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- Figure 51: Nutritional and performance drink/mix purchase, by any drink/mix, by age, February 2017
- Purchase corresponds with parental status
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- Figure 52: Nutrition and performance drink/mix purchase, by any drink/mix and segments, by parental status, February 2017
- Household income plays key role in drink/mix purchase
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- Figure 53: Nutritional and performance drink/mix purchase, by any drink/mix and segments, by household income, February 2017
- Hispanic consumers more likely to buy in all segments
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- Figure 54: Nutritional and performance drink/mix purchase, by any drink/mix and segments, by Hispanic origin, February 2017
Fitness and Diet Attitudes
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- Majority of consumers more focused on diet than exercise
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- Figure 55: Fitness and diet attitudes – Any agree, February 2017
- Consumers who are strict about diet and exercise are more likely to purchase post- and pre-workout drinks
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- Figure 56: Nutritional and performance drink/mix purchase, by fitness and diet attitudes, strict diet and competitive when working out, February 2017
- Men place greater importance on working out and monitoring diet
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- Figure 57: Fitness and diet attitudes, by gender, February 2017
- Younger consumers show more trust in functional benefits
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- Figure 58: Fitness and diet attitudes, by age, February 2017
Nutritional and Performance Drink/Mix Behavior
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- Two fifths of drink purchasers consume them at least once a week
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- Figure 59: Nutritional and performance drink/mix behavior, by consumption frequency, February 2017
- Opportunity exists for RTDs, large formats, and outcome specific products
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- Figure 60: Nutritional and performance drink/mix behavior, by drink types, brands, and sizes, February 2017
- The majority of category purchases are planned, but consumers are open when it comes to purchase outlets
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- Figure 61: Nutritional and performance drink/mix behavior, impulse and purchase channels, February 2017
- Balance of health claims and functional benefits may work best
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- Figure 62: Nutritional and performance drink/mix behavior, by health claims versus functional benefits, February 2017
- Pre-workout buyers are most likely to purchase large sizes
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- Figure 63: Nutritional and performance drink/mix behavior, by drink type purchased, February 2017
- Older females value health claims, younger males functional benefits
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- Figure 64: Nutritional and performance drink/mix behavior, by gender and age, February 2017
- Age group an indicator for specific drink behaviors
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- Figure 65: Nutritional and performance drink/mix behavior, by age, February 2017
- Hispanics focused on convenience and nutritional aspects
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- Figure 66: Nutritional and performance drink/mix behavior, by parental status, February 2017
Nutritional and Performance Drink/Mix Sentiment
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- Significant preference for products with recognizable ingredients
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- Figure 67: Nutritional and performance drink/mix sentiment, recognizable ingredients, by drink/mix purchasers and non-purchasers, February 2017
- Protein type impacts product effectiveness in eyes of consumers
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- Figure 68: Nutritional and performance drink/mix sentiment, protein type, by drink/mix purchasers and non-purchasers, February 2017
- Nutritional and performance drinks may improve reputation with increased transparency and claims
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- Figure 69: Nutritional and performance drink/mix sentiment, ingredients, claims, and usage, by drink/mix purchasers and non-purchasers, February 2017
- Store brands appear as effective options
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- Figure 70: Nutritional and performance drink/mix sentiment, ingredients, claims, and usage, by drink/mix purchasers and non-purchasers, February 2017
- Replacing indulgent snacking occasions with low/no sugar options an opportunity
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- Figure 71: Nutritional and performance drink/mix sentiment, snacking and low/no sugar, by drink/mix purchasers and non-purchasers, February 2017
- Purchasers hold more favorable views of endorsements, benefits of drinks versus whole foods
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- Figure 72: Nutritional and performance drink/mix sentiment, endorsements and comparison to whole foods, by drink/mix purchasers and non-purchasers, February 2017
- iGeneration/Millennials have most favorable sentiment
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- Figure 73: Nutritional and performance drink/mix sentiment, by generation, February 2017
Nutritional and Performance Drink/Mix Usage
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- Uses differ based on drink type
- Sports drink sub-segments primarily used for energy, rehydration, and recovery
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- Figure 74: Nutritional and performance drink/mix purchase, sports and post-workout drink/mix, by usage, February 2017
- Nutritional and meal replacement drinks share many similar uses
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- Figure 75: Nutritional and performance drink/mix purchase, nutritional and meal replacement drink/mix, by usage, February 2017
- Performance drinks more “extreme” but have room to appeal to non-athletes
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- Figure 76: Nutritional and performance drink/mix purchase, protein and pre-workout drink/mix sub-segments, February 2017
- Weight loss drink buyers use products beyond shedding pounds
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- Figure 77: Nutritional and performance drink/mix purchase, by usage, weight loss drink/mix, February 2017
- Men most often use drinks/mixes for performance and recovery, women for nutrition and diet
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- Figure 78: Nutritional and performance drink/mix usage, by gender, February 2017
- Younger generations purchase drinks for use in physical activities
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- Figure 79: Nutritional and performance drink/mix usage, by generation, February 2017
Nutritional and Performance Drink/Mix Attributes
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- Taste and flavor top the list of attributes of interest
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- Figure 80: Nutrition and performance drink/mix attributes, February 2017
- Older females find ingredients more important, younger males look at brand
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- Figure 81: Nutrition and performance drink/mix attributes, by gender and age, February 2017
Ingredient and Flavor Opportunities
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- Fruit flavors, vitamins and minerals lead innovation opportunities
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- Figure 82: Ingredient and flavor opportunities, by any drink/mix and sub-segments, February 2017
- Mix of functional flavors and ingredients in nutritional and protein drinks will reach majority of consumers
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- Figure 83: TURF Analysis – Ingredient and flavor opportunities – Nutritional drinks, February 2017
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- Figure 84: TURF Analysis – Ingredient and flavor opportunities – Protein drinks, February 2017
- Younger consumers exhibit high interest across features
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- Figure 85: Ingredient and flavor opportunities, any drink/mix, by generation, February 2017
Consumer Segmentation
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- Figure 86: Fitness, diet, and nutritional and performance drink/mix clusters, February 2017
- Fitness Freaks
- Nutrition Nuts
- Drink Detractors
- Nutrition & Fitness Detractors
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Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- TURF analysis methodology
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- Figure 87: Table – TURF Analysis – Ingredient and flavor opportunities – Nutritional drink, February 2017
- Figure 88: Table – TURF Analysis – Ingredient and flavor opportunities – Protein drink, February 2017
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
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- Figure 89: Total US retail sales and forecast of nutritional and performance drinks, at inflation-adjusted prices, 2011-21
- Figure 90: Total US retail sales and forecast of nutritional and performance drinks, by segment, at current prices, 2011-21
- Figure 91: Total US retail sales and forecast of sports drinks, at current prices, 2011-21
- Figure 92: Total US retail sales and forecast of sports drinks, at inflation-adjusted prices, 2011-21
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- Figure 93: Total US retail sales and forecast of nutritional drinks, at current prices, 2011-21
- Figure 94: Total US retail sales and forecast of nutritional drinks, at inflation-adjusted prices, 2011-21
- Figure 95: Total US retail sales and forecast of weight loss drinks, at current prices, 2011-21
- Figure 96: Total US retail sales and forecast of weight loss drinks, at inflation-adjusted prices, 2011-21
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- Figure 97: Total US retail sales and forecast of performance drinks, at current prices, 2011-21
- Figure 98: Total US retail sales and forecast of performance drinks, at inflation-adjusted prices, 2011-21
- Figure 99: Total US retail sales of nutritional and performance drinks, by channel, at current prices, 2011-16
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- Figure 100: US supermarket sales of nutritional and performance drinks, at current prices, 2011-16
- Figure 101: US convenience store sales nutritional and performance drinks, at current prices, 2011-16
- Figure 102: US sales of nutritional and performance drinks through other retail channels, at current prices, 2011-16
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