Table of Contents
Executive Summary
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- The issues
- Dollar sales of nutrition and performance drinks slow
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- 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
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- 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
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- 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
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- Figure 4: Change in consumption, December 2017
- Growth in non-dairy protein in nutritional/weight loss segments
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- 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
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- Figure 6: Reasons for consumption, December 2017
- What it means
The Market – What You Need to Know
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- 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
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- Dollar sales of nutrition and performance drinks slow
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- 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
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- Figure 9: Total US sales and forecast of nutrition and performance drinks, at inflation-adjusted prices, 2012-22
Market Breakdown
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- Sports drinks continue to represent the largest share of dollar sales in the category
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- 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
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- 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
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- Figure 12: Total US retail sales of nutrition and performance drinks, by channel, at current prices, 2012-2017
Market Perspective
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- Competing categories successfully make a play for functionality
Market Factors
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- Three quarters of adults are currently managing their weight
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- 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
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- Figure 14: Lifestyle statements, December 2017
- Aging population may create need for functional nutrition
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- Figure 15: Share of population by age, 2013-23
Key Players – What You Need to Know
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- 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
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- Top four leaders experience losses while other brands gain
- Sales of nutrition and performance drinks by company
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- Figure 16: Multi-outlet sales of nutrition and performance drinks, by leading companies, rolling 52 weeks 2016 and 2017
What’s Working?
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- Premier Protein drives gains of nutritional drinks
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- Figure 17: Multi-outlet sales of nutritional drinks, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Performance drinks adopting fruit flavors
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- Figure 18: Nutrition and performance drinks launches, by leading flavors, 2013-17
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- Figure 19: Nutrition and performance drinks launches, by growing flavors, 2013-17
- Nutritional drinks could stand to boost functional claims
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- Figure 20: Nutrition and performance drinks launches, by leading claims, 2013-17
- Most segments move in the right direction toward cleaner formulations
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- Figure 21: Nutrition and performance drinks launches, by growing claims, 2013-17
- Growth in non-dairy protein in nutritional/weight loss segments
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- 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?
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- Sports drink leaders see declines
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- 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
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- 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
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- 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
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- 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?
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- A focus on protein quality
- Turmeric offers path toward inherent health
The Consumer – What You Need to Know
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- 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?
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- Sports drinks lead consumption
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- Figure 35: Nutrition and performance drink consumption, by lifestyle statements, December 2017
- Consumption of sports drinks among kids/teens is on the decline
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- Figure 36: Consumption of thirst quencher and sports/activity drinks, by kids/teens, 2013-17
Nutrition and Performance Drink Formats Consumed
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- A higher percentage of category participants drink RTD varieties
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- Figure 37: Nutrition and performance drink behaviors – Format, December 2017
- Only 13% of drinkers drink non-dairy varieties
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- Figure 38: Nutrition and performance drink behaviors – Non-dairy, December 2017
- Under 35s are strongest market for non-dairy varieties
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- Figure 39: Nutrition and performance drink behaviors – Non-dairy, by age, December 2017
Change in Consumption
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- Close to a third of consumers have increased consumption of nutrition/performance drinks
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- Figure 40: Change in consumption, December 2017
- A quarter of women are drinking more drinks in the category
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- Figure 41: Change in consumption, by gender, December 2017
- Growing adoption among younger shoppers
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- Figure 42: Change in consumption, by age, December 2017
- Nutritional drink drinkers are most likely to have increased category participation
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- Figure 43: Change in consumption, by drink type consumed, December 2017
- Increased consumption is more likely driven by physical activity than healthy eating
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- Figure 44: Change in consumption, by lifestyle statements, December 2017
- Expansion of plant-based offerings may boost consumption
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- Figure 45: Change in consumption, by plant-based, December 2017
- Sugar is a challenge to category participation
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- Figure 46: Reasons for drinking less, December 2017
Important Attributes
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- Sugar amount is the second most important attribute of interest
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- Figure 47: Important attributes, December 2017
- Women pay attention to sweeteners; men want products vouched for
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- Figure 48: Important attributes, by gender, December 2017
- Sugar is generally more of a concern among older users
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- Figure 49: Important attributes, by age, December 2017
- Protein is important among performance drink consumers
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- Figure 50: Important attributes, by drink type consumed, December 2017
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- Figure 51: Important attributes, by drink type consumed – Sports drinks, December 2017
- Healthy eaters are most likely to be aware of sugar, artificial ingredients
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- Figure 52: Important attributes, by lifestyle statements, December 2017
Reasons for Consumption
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- 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
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- 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
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- Figure 55: Reasons for consumption – Performance drinks, by gender, December 2017
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- Figure 56: Reasons for consumption – Nutritional drinks, by gender, December 2017
Attitudes toward Nutrition and Performance Drinks
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- Trust
- Only 15% of consumers think products in the category deliver on promised claims
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- Figure 57: Nutrition and performance drink statements – Trust, December 2017
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- 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
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- Figure 59: Nutrition and performance drink statements – Trust, by gender, December 2017
- Younger shoppers are more trusting of products in the category
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- 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
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- Figure 61: Nutrition and performance drink statements – Challenges, by consumption, December 2017
- Weight loss drink consumers exhibit highest concern over ingredients
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- Figure 62: Nutrition and performance drink statements – Challenges, by consumption, December 2017
- Women are particularly critical of sugar, artificial ingredients totals
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- Figure 63: Nutrition and performance drink statements – Challenges, by gender, December 2017
- Artificial ingredients struggle with efficacy
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- 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
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- 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
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- Figure 66: Lifestyle statements – Non-dairy, by age, December 2017
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- Figure 67: Lifestyle statements – Non-dairy, by age, December 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- 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
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- 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
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- 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
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Appendix – Key Players
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- Figure 79: Multi-outlet sales of nutrition and performance drinks, by leading companies, rolling 52 weeks 2016 and 2017
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Appendix – The Consumer
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- Figure 80: Consumption of thirst quencher and sports/activity drinks, by kids/teens, 2013-17
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- Figure 81: Thirst quencher and sports/activity drinks brand consumed, by kids/teens, 2017
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