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Nutritional and Performance Drinks - US - April 2016

"Mintel estimates the nutritional and performance drink category continued its moderate growth, with dollar sales increasing 6% in 2015. The category benefits from growing consumer attention toward healthy living, and provides a convenient and efficient means of helping them meet goals."

- Beth Bloom, Food & Drink Analyst

This report looks at the following areas:

  • More than a third of consumers are too busy to take care of themselves
  • Competing categories make a play for functional delivery
  • Weight loss drinks stall

However, food and drink products across the board have caught on to the value of functional positioning (inc hydration, protein delivery, energy boosting), and challenge nutritional and performance drinks at their own game. Mintel forecasts growth will continue, but at a slower pace. Proving efficacy and staying relevant as health trends change will be key in retaining patronage.

For the purposes of this Report, Mintel has used the following definitions:

  • Sports drinks: liquid drinks and drink mixes designed specifically to help people perform and recover better from physical activity (eg Gatorade, Powerade).
  • Performance drinks: liquid drinks and drink mixes marketed for enhanced sports performance (eg Muscle Milk, Core Power).
  • Weight loss drinks: liquid drinks and drink mixes that are specifically positioned to aid in weight loss efforts (eg SlimFast, Atkins).
  • Nutritional drinks: liquid drinks and drink mixes that offer nutrition and convenience, and fill a specific nutritional need, such as providing additional amounts of vitamins/minerals to supplement a regular diet or supporting a special diet (eg Ensure, Glucerna, Boost), and meal replacements such as Carnation Breakfast. For the purpose of consumer data reporting, meal replacement drinks are broken out as a separate measure.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • More than a third of consumers are too busy to take care of themselves
            • Figure 1: Lifestyle statements: Attitudes/opinions toward diet/health – Agree, February 2015
          • Competing categories make a play for functional delivery
            • Figure 2: Functional claims in select beverage category launches, March 2015-February 2016
          • Weight loss drinks stall
            • Figure 3: Share of total US retail sales of nutritional and performance drinks, by segment, 2010 and 2015 (est)
          • The opportunities
            • Help consumers help themselves
              • Figure 4: Opinions toward nutritional and performance drinks – Agree, February 2015
            • Double down on expertise
              • Figure 5: Opinions toward nutritional and performance drinks – Agree, February 2015
            • Offer more not less
              • Figure 6: Purchase factors, February 2015
            • What it means
            • The Market - What You Need to Know

              • Dollar sales of nutritional and performance drinks continue moderate growth
                • Sports drinks lose a little dominance, growth of nutritional/performance drinks points to importance of function
                  • Competing categories make a play for functional deliveries
                    • Obesity rates indicate consumers need help making healthy choices
                      • Nutritional and performance drinks can offer a helping hand
                      • Market Size and Forecast

                        • Nutritional and performance drinks continue moderate growth
                          • Figure 7: Total US retail sales and forecast of nutritional and performance drinks, at current prices, 2010-20
                          • Figure 8: Total US retail sales and forecast of nutritional and performance drinks, at current prices, 2010-20
                          • Figure 9: Total US retail sales and forecast of nutritional and performance drinks, at inflation-adjusted prices, 2010-20
                      • Market Breakdown

                        • Sports drinks retain domination, but nutritional and performance drinks gain share
                          • Figure 10: Share of total US retail sales of nutritional and performance drinks, by segment, 2010 and 2015 (est)
                        • Weight loss drinks stall, all other segments thrive
                          • Figure 11: Total US retail sales and forecast of nutritional and performance drinks, by segment, at current prices, 2010-20
                        • Largest share of category sales comes through “other” channels
                          • Figure 12: Share of US sales of nutritional and performance drinks, by retail channel, 2015 (est)
                      • Market Perspective

                        • Other beverages make a play for functional deliveries
                          • Figure 13: Functional claims in select beverage category launches, March 2015-February 2016
                        • Juices claim hydration
                          • Waters promote recovery
                            • Energy drinks/coffee/tea emphasize increased energy/physical performance
                            • Market Factors

                              • More than a third of consumers are too busy to take care of themselves
                                • Figure 14: Lifestyle statements: Attitudes/opinions toward diet/health -- Agree, February 2015
                              • Only half of respondents are at a healthy weight
                                • Figure 15: BMI calculation, February 2015
                                • Figure 16: Trends in obesity prevalence among adults aged 20 and over (age-adjusted) and youth aged 2-19 years: US, 1999-2000 through 2013-14
                              • Three quarters of respondents prioritize healthy food choices
                                • Figure 17: Attitudes toward dietary health – Agree, February 2015
                              • Shift in diet patterns put the focus on healthy eating
                                • Figure 18: Methods and tools currently used for dieting, July 2015
                                • Figure 19: Attitudes toward dietary health – Agree, by generation, February 2015
                                • Figure 20: Attitudes toward dietary health –Agree, by hh income, February 2015
                              • 61% of consumers typically have a fitness goal they are working toward
                                • Figure 21: Attitudes toward physical activity – Agree, February 2015
                                • Figure 22: Attitudes toward physical activity – Agree, by generation, February 2015
                                • Figure 23: Attitudes toward physical activity – Agree, by hh income, February 2015
                              • Two thirds of consumers like to following a plan to meet health/fitness goals
                                • Figure 24: Attitudes toward diet and physical activity – Agree – General, February 2015
                                • Figure 25: Attitudes toward diet and physical activity – Agree – General, by generation, February 2015
                                • Figure 26: Attitudes toward diet and physical activity – Agree – General, by hh income, February 2015
                              • Men have a generally higher opinion of their physical/dietary health
                                • Figure 27: Attitudes toward diet and physical activity – Agree, by gender, February 2015
                              • Three quarters of nutritional and performance drink buyers are willing to pay more for a nutritional benefit
                                • Figure 28: Opinions toward nutritional and performance drinks – Agree, February 2015
                            • Key Players – What You Need to Know

                              • PepsiCo maintains the largest share of category sales at MULO
                                • Nestlé posts big gains in the 52 weeks ending Jan. 24, 2016
                                  • Small brands gain ground
                                    • Diet-related claims fall among product launches
                                      • Reduction in protein claims across category segments
                                      • Manufacturer Sales of Nutritional and Performance Drinks

                                        • PepsiCo maintains the largest share of category sales at MULO
                                          • Manufacturer sales of nutritional and performance drinks
                                            • Figure 29: Share of MULO sales of nutritional and performance drinks, 52 weeks ending Jan. 24, 2016
                                          • Nestlé posts big gains in the 52 weeks ending Jan. 24, 2016
                                            • Figure 30: MULO sales of nutritional and performance beverages, by leading companies, rolling 52 weeks 2015 and 2016
                                        • What’s Working?

                                          • Small brands post big gains in sports drinks and beyond
                                              • Figure 31: MULO sales of sports drinks, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                            • Nestlé nutritional drink brands show strong performance
                                                • Figure 32: MULO sales of nutritional drinks, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                              • Atkins weight loss drinks grow 16%
                                                • Figure 33: MULO sales of weight-loss drinks, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                              • Private label nutritional and weight loss drinking launches are on the rise
                                                • Figure 34: Weight loss drink launches, by branded/private label, 2012-16*
                                                • Figure 35: Nutritional drink launches, by branded/private label, 2012-16*
                                                • Figure 36: Opinions toward nutritional and performance drinks – Agree, February 2015
                                                • Figure 37: Opinions toward nutritional and performance drinks – Agree, by drink type, February 2015
                                              • Muscle Milk grows 15% in performance drinks
                                                • Figure 38: MULO sales of performance drinks, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                              • Performance drinks getting more extreme
                                                • Figure 39: Performance drink launches, by leading claims, 2012-16*
                                            • What’s Struggling?

                                              • Diet-related claims fall among sports drink launches
                                                • Figure 40: Sports drink launches, by select leading claims, 2012-16*
                                              • Protein claims are down among nutritional and weight loss drinks
                                                • Figure 41: Nutritional drink launches, by select leading claims, 2012-16*
                                                • Figure 42: Weight loss drink launches, by select leading claims, 2012-16*
                                            • What’s Next?

                                              • A focus on efficacy
                                                • Figure 43: “Your Game is Our Lab,” online video, March 2016
                                              • Keeping function relevant
                                                • Figure 44: Important factors to personal wellness, ranked first, October 2015
                                                • Figure 45: “Messi | Don’t go Down,” online video, February 2016
                                                • Figure 46: Sports & fitness participation, by select activities, 2011-15
                                              • What follows protein?
                                                • Figure 47: Natural supermarket sales of nutritional and performance drinks, by pre and probiotics, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
                                              • Natural nutrition
                                                • Figure 48: Natural supermarket sales of nutritional and performance drinks*, by GMO ingredients, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
                                                • Figure 49: Natural supermarket sales of nutritional and performance drinks*, by organic ingredients, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
                                              • Plant-based nutrition
                                                • Helping consumers help themselves
                                                  • Figure 50: “The Powerade Workout Billboards,” online video, April 2015
                                                • Strong opportunity for engagement online
                                                  • Customized health
                                                    • Gatorade expands into digital fitness
                                                      • Snack focus
                                                        • Drinks as just one aspect of a larger line
                                                          • Figure 51: “It’s Your Thing,”:30 second TV commercial, February 2016
                                                      • The Consumer – What You Need to Know

                                                        • Nutritional drinks see largest participation
                                                          • Men are significantly more likely to purchase drinks in the category
                                                            • Millennials are a key target for all drink types
                                                              • Snacking leads consumption occasion
                                                                • Supermarkets/mass lead purchase locations
                                                                • Nutritional and Performance Drink Purchase

                                                                  • A third of consumers purchase nutritional drinks
                                                                    • Figure 52: Drink purchase, February 2015
                                                                    • Figure 53: Nutritional drink purchase – Breakout, February 2015
                                                                  • Key driver analysis: Nutritional drinks
                                                                      • Figure 54: Key drivers of nutritional drinks and mixes*, February 2016
                                                                    • Men are significantly more likely to purchase performance and sports drinks
                                                                      • Figure 55: “Six Star Whey Protein Plus,” online video, October 2015
                                                                      • Figure 56: Drink purchase, by gender, February 2015
                                                                    • Key driver analysis: Performance drink purchase
                                                                      • Figure 57: Key drivers of performance drinks and mixes, February 2016
                                                                    • Millennials are key target for all drink types
                                                                      • Figure 58: Drink purchase, by generation, February 2015
                                                                    • Drink purchase corresponds with household income
                                                                      • Figure 59: Drink purchase, by household income, February 2015
                                                                    • Hispanics are more likely than average to purchase drinks
                                                                      • Figure 60: Drink purchase, by Hispanic, February 2015
                                                                  • Consumption Occasion

                                                                    • Snacking leads consumption occasion
                                                                      • Figure 61: Consumption occasion, by drink type, February 2015
                                                                      • Figure 62: Opinions toward nutritional and performance drinks – Agree, February 2015
                                                                    • Most consumers drink products in the morning
                                                                      • Figure 63: Consumption occasion – Daypart, by drink type, February 2015
                                                                    • Weight loss drinks lead for meal consumption
                                                                      • Figure 64: Consumption occasion – Meals, by drink type, February 2015
                                                                    • Exercise-based consumption is most likely to come pre-workout
                                                                      • Figure 65: “It’s Recover Time,” online video, March 2016
                                                                      • Figure 66: Consumption occasion – Exercise, by drink type, February 2015
                                                                  • Opinions Toward Nutritional and Performance Drinks

                                                                    • Drinks seen as helping with health habits
                                                                      • Figure 67: Opinions toward nutritional and performance drinks – Agree, February 2015
                                                                      • Figure 68: Opinions toward nutritional and performance drinks – Agree, February 2015
                                                                  • Perceived Functional Attributes

                                                                    • Nutritional and performance drinks share some perceptions
                                                                      • Figure 69: Correspondence Analysis – Drink attributes, February 2016
                                                                      • Figure 70: Drink attributes, February 2016
                                                                    • Specialization may yield better results than trying to be a catch all
                                                                      • Figure 71: Opinions toward nutritional and performance drinks – Agree, February 2015
                                                                  • Purchase Factors

                                                                    • Flavor/protein important in purchase decision
                                                                      • Figure 72: Purchase factors, February 2015
                                                                    • Flavor innovation could use a boost
                                                                      • Figure 73: Nutritional and performance drink launches, by leading flavors, 2016*
                                                                    • Drinks buyers view natural ingredients as effective
                                                                      • Figure 74: Opinions toward nutritional and performance drinks – Agree, February 2015
                                                                    • Sports drink buyers drawn to favorite flavors and a name brands
                                                                      • Protein appeals to performance drink buyers
                                                                        • Nutritional drinks buyers look for proven products with natural ingredients
                                                                          • Weight loss drink buyers look for new flavors
                                                                            • Figure 75: “Temptation Gets Licked with Special K® Protein Shakes,” online video, February 2015
                                                                            • Figure 76: Purchase factors, by drink type, February 2015
                                                                        • Information Sources

                                                                          • Trusted brands go far in category, but opportunity exists for smaller players
                                                                            • Online channels provide opportunity for engagement
                                                                              • Figure 77: Information sources, February 2015
                                                                            • Trusted brands have a particular draw among sports drink buyers
                                                                              • On-pack information appeals to nutritional drink buyers
                                                                                • Atkins ads mix celebrity endorsement with non-celebrities
                                                                                  • Figure 78: “#HappyWeight: Alyssa Milano + 3 Success Story Candidates,” online video, January 2016
                                                                                • Attract attention through inspiration, engage with accessibility
                                                                                  • Figure 79: “Stephen Curry is Stronger Everyday,” online video, February 2016
                                                                                  • Figure 80: “Moving the game forward,” online video, November 2015
                                                                                  • Figure 81: Information sources, by drink type, February 2015
                                                                              • Purchase Location

                                                                                • Supermarkets/mass lead purchase locations, online channel strong
                                                                                  • The category has the opportunity to nurture online sales
                                                                                    • Figure 82: Purchase location, February 2015
                                                                                  • Sports drink buyers are particularly drawn to supermarkets/mass
                                                                                    • Club stores do well for nutritional/weight loss drinks
                                                                                      • Performance drink buyers turn to online channels
                                                                                        • Figure 83: Purchase location, by drink type, February 2015
                                                                                      • General retailers can appeal for efficacy
                                                                                        • Figure 84: Opinions toward nutritional and performance drinks – Agree, February 2015
                                                                                    • Desired Amount of Protein

                                                                                        • Largest percentage of consumers look for 13-20g of protein
                                                                                          • Figure 85: Protein amount, by activity/outcome, February 2015
                                                                                      • Preferred Sources of Protein

                                                                                          • Nuts rule as a preferred sources of protein
                                                                                            • Figure 86: Preferred sources of protein, February 2015
                                                                                            • Figure 87: Desired source of protein, by drink type, February 2015
                                                                                        • Appendix – Data Sources and Abbreviations

                                                                                          • Data sources
                                                                                            • Sales data
                                                                                              • Fan chart forecast
                                                                                                • Consumer survey data
                                                                                                  • Methodology: Key Driver Analysis
                                                                                                      • Figure 88: Key drivers of performance drinks and mixes– key driver output, February 2016
                                                                                                      • Figure 89: Key drivers of nutritional drinks and mixes– key driver output, February 2016
                                                                                                    • Methodology: Correspondence Analysis
                                                                                                      • Abbreviations and terms
                                                                                                        • Abbreviations
                                                                                                        • Appendix – Market

                                                                                                            • Figure 90: Total US retail sales and forecast of nutritional drinks, at current prices, 2010-20
                                                                                                            • Figure 91: Total US retail sales and forecast of nutritional drinks, at inflation-adjusted prices, 2010-20
                                                                                                            • Figure 92: Total US retail sales and forecast of performance drinks, at current prices, 2010-20
                                                                                                            • Figure 93: Total US retail sales and forecast of performance drinks, at inflation-adjusted prices, 2010-20
                                                                                                            • Figure 94: Total US retail sales and forecast of sports drinks, at current prices, 2010-20
                                                                                                            • Figure 95: Total US retail sales and forecast of sports drinks, at inflation-adjusted prices, 2010-20
                                                                                                            • Figure 96: Total US retail sales and forecast of weight loss drinks, at current prices, 2010-20
                                                                                                            • Figure 97: Total US retail sales and forecast of weight loss drinks, at inflation-adjusted prices, 2010-20
                                                                                                            • Figure 98: US supermarket sales of nutritional and performance drinks, at current prices, 2010-15
                                                                                                            • Figure 99: US drug store sales of nutritional and performance drinks, at current prices, 2010-15
                                                                                                            • Figure 100: US sales of nutritional and performance drinks through other retail channels, at current prices, 2010-15
                                                                                                        • Appendix – Key Players

                                                                                                            • Figure 101: MULO sales of nutritional and performance beverages, by leading companies, rolling 52 weeks 2015 and 2016
                                                                                                            • Figure 102: Weight loss drink launches, by branded/private label, 2012-16*
                                                                                                            • Figure 103: Nutritional drink launches, by branded/private label, 2012-16*
                                                                                                            • Figure 104: Performance drink launches, by leading claims, 2012-16*
                                                                                                            • Figure 105: Nutritional drink launches, by leading claims, 2012-16*
                                                                                                            • Figure 106: Sports drink launches, by leading claims, 2012-16*
                                                                                                            • Figure 107: Weight loss drink launches, by leading claims, 2012-16*
                                                                                                            • Figure 108: Natural supermarket sales of nutritional and performance drinks*, by pre and probiotics, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
                                                                                                            • Figure 109: Natural supermarket sales of nutritional and performance drinks*, by GMO ingredients, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
                                                                                                            • Figure 110: Natural supermarket sales of nutritional and performance drinks*, by organic ingredients, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
                                                                                                            • Figure 111: Sports drink launches, by leading flavors, 2012-16*
                                                                                                            • Figure 112: Weight loss drink launches, by leading flavors, 2012-16*
                                                                                                            • Figure 113: Performance drink launches, by leading flavors, 2012-16*
                                                                                                            • Figure 114: Nutritional drink launches, by leading flavors, 2012-16*
                                                                                                            • Figure 115: Natural supermarket sales of nutritional and performance drinks*, by presence of alternative sweetener, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016

                                                                                                        Companies Covered

                                                                                                        • Walmart Stores (USA)

                                                                                                        Nutritional and Performance Drinks - US - April 2016

                                                                                                        £3,277.28 (Excl.Tax)