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Nutritional and Performance Drinks - US - January 2014

“Functional claims are expanding across food and drink categories, as brands seek to differentiate themselves from the competition. The nutritional and performance drinks market should promote the fact that its products are engineered specifically for the functionality they promote, unlike other products for which claims such as protein delivery and hydration, are secondary.” – Beth Bloom, Food and Drink Analyst

This report looks at the following areas:

  • How can companies better expand their consumer base?
  • How can the category compete with increasing functional offerings across food and drink categories?
  • What role does protein play in consumer beverage decisions?
The nutritional and performance drink market has experienced strong growth from 2008 to 2013, driven by success in all three segments: sports drinks, nutritional drinks, and protein drinks.
 
The category grew 48% during the period to reach $12.3 billion. Sales of the leading segments, sports drinks and nutritional drinks (which include meal replacement drinks), grew by 30% and 38%, respectively from 2008-13, while the smaller protein drinks segment grew by 333%. Continued interest in health and nutrition, and particularly in protein, will help drive strong growth in the category through 2018.
 
However, increasing competition from other nutritional products and hydration aids will require category players to continue to develop products that address consumers’ evolving needs, and to develop targeted products that meet the specific needs of consumer groups in order to expand market penetration.
 
Among the topics covered in this report are:
  • What is driving, or hindering, the nutritional and performance drink market? 
  • What is the current market size and future projections? 
  • What types of nutritional and performance drinks are most successful with consumers and why? 
  • How are retailers innovating with nutritional and performance drinks to better address consumer needs? 
  • What factors influence consumer behavior and what matters most to consumers? 

For the purposes of this report, Mintel has used the following definitions:
  • 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 than are found in a regular diet or that are needed to support a special diet. Examples include Ensure, Glucerna, Boost, Slimfast and EAS Carb Control and also meal replacements such as Carnation Instant Breakfast. 
  • Sports drinks: liquid drinks and drink mixes designed specifically to help people perform and recover better from physical activity (eg, Gatorade or Powerade). 
  • Protein drinks: liquid drinks and drink mixes marketed for the health and other benefits of their high protein content (eg, Muscle Milk, Core Power, Kellogg’s Protein).

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                • Executive Summary

                  • Overview
                    • The market
                      • 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
                      • Figure 3: Leading companies in nutritional and performance drink market, by sales, 2013
                    • Consumer use is low, driven by young men
                      • Figure 4: Sports drinks use, by gender and age, October 2013
                    • Reasons for using drinks vary greatly across segments
                      • Figure 5: Reasons for drinking nutritional, protein and sports drinks, October 2013
                    • What we think
                    • Issues and Insights

                        • 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

                                      • Trend: Prepare for the Worst
                                        • Trend: Mood to Order
                                          • Mintel Futures: Old Gold
                                          • Market Size and Forecast

                                            • 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
                                                    • 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
                                                      • Figure 8: Total US sales and fan chart forecast of nutritional and performance drinks, at current prices, 2008-18
                                                  • Market Drivers

                                                    • Key points
                                                      • Protein’s popularity drives consumer demand for nutritional, protein drinks
                                                        • Diet and exercise rates will influence demand for products
                                                          • Figure 9: Consumers watching their diet, 2007-13
                                                          • Figure 10: Consumers who exercise regularly, 2007-13
                                                      • Competitive Context

                                                        • Energy, coffee drinks appeal to those looking for convenient pick-me-up
                                                          • Figure 11: Energy drink and RTD (iced) coffee launches, 2009-13
                                                        • Milk, yogurt drinks and other dairy drinks compete on protein offerings
                                                          • Figure 12: dairy launches, 2009-13
                                                      • Segment Performance

                                                        • Key points
                                                          • Smallest segment gaining ground on nutritional drink sales
                                                            • Sales of market, by segment
                                                              • Figure 13: Total US retail sales of nutritional and performance drinks, by segment, at current prices, 2011 and 2013
                                                          • Segment Performance – Sports Drinks

                                                            • Key points
                                                              • Sales growth strong but slowing
                                                                • Sales and forecast of sports drinks
                                                                  • Figure 14: Total US retail sales and forecast of sports drinks at current prices, 2008-18
                                                              • Segment Performance – Nutritional Drinks

                                                                • Key points
                                                                  • Segment sales driven by interest in nutrition, weight management tools
                                                                    • Sales and forecast of nutritional drinks
                                                                      • Figure 15: Total US retail sales and forecast of nutritional drinks at current prices, 2008-18
                                                                  • Segment Performance – Protein Drinks

                                                                    • Key points
                                                                      • Sales and forecast of protein drinks
                                                                        • Figure 16: Total US retail sales and forecast of protein drinks at current prices, 2008-18
                                                                    • Retail Channels

                                                                      • Key points
                                                                        • “Other” channels dominates sales of nutritional and performance drinks
                                                                          • Sales of nutritional and performance drinks, by channel
                                                                            • Figure 17: Total US retail sales of nutritional and performance drinks, by channel, at current prices, 2011-13
                                                                        • Leading Companies and Brands

                                                                          • Key points
                                                                            • Gatorade brands keep PepsiCo on top of category sales
                                                                              • Manufacturer sales of nutritional and performance drinks
                                                                                • 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
                                                                                  • 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
                                                                                    • 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
                                                                                      • Figure 21: MULO sales of protein drinks, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                  • Innovations and Innovators

                                                                                    • Meal replacement launches outnumber and outpace sports drink launches
                                                                                      • Figure 22: Nutritional and performance drink launches, by GNPD subcategory*, 2009-13
                                                                                    • Gluten-free leads claims among nutritional/protein drink launches
                                                                                      • Figure 23: Meal replacement and other drink* launches, top 10 claims, 2009-13
                                                                                    • Sports drinks address calorie concerns, competition
                                                                                        • Figure 24: Sports drink launches, top 10 claims, 2009-13
                                                                                      • Private label remains small fraction of product launches, focuses on trends
                                                                                          • Figure 25: Nutritional and performance drink launches, by private label, 2009-13
                                                                                      • Marketing Strategies

                                                                                        • Overview of the brand landscape
                                                                                          • Theme: Convenient, nutritious protein for the everyday woman
                                                                                            • Ensure: Nutrition in charge
                                                                                              • 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
                                                                                                  • Figure 27: Boost, “Grandpa,” TV ad, 2013
                                                                                              • Social Media

                                                                                                • Key points
                                                                                                  • Key social media metrics
                                                                                                    • Figure 28: Key social media metrics, December 2013
                                                                                                  • Market overview
                                                                                                    • Brand usage and awareness
                                                                                                      • Figure 29: Brand usage and awareness, October 2013
                                                                                                    • Interactions with nutrition and performance drink brands
                                                                                                      • Figure 30: Activities done, October 2013
                                                                                                    • Online conversations
                                                                                                      • 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?
                                                                                                      • Figure 32: Online conversations on selected nutrition and performance drink brands, by page type, June 30-Dec. 29, 2013
                                                                                                    • What are people talking about?
                                                                                                      • Figure 33: Word cloud for online mentions of flavors surrounding selected nutrition and performance drink brands, June 30-Dec. 29, 2013
                                                                                                      • Figure 34: Conversations surrounding selected nutrition and performance drink brands, June 30-Dec. 29, 2013
                                                                                                    • Analysis by brand
                                                                                                      • Gatorade
                                                                                                        • Figure 35: Social media metrics – December 2013
                                                                                                      • Powerade
                                                                                                        • Figure 36: Social media metrics – Powerade, December 2013
                                                                                                      • Slimfast
                                                                                                        • Figure 37: Social media metrics – Slimfast, December 2013
                                                                                                      • Muscle Milk
                                                                                                        • Figure 38: Social media metrics – Muscle Milk, December 2013
                                                                                                      • Special K
                                                                                                        • Figure 39: Social media metrics – Special K, December 2013
                                                                                                      • Carnation Breakfast Essentials
                                                                                                        • Figure 40: Social media metrics – Carnation Breakfast Essentials, December 2013
                                                                                                    • Consumer Usage Trends

                                                                                                      • Key points
                                                                                                        • Sports drinks lead all segments in consumer usage
                                                                                                            • Figure 41: Frequency of nutritional, protein and sports drink consumption, October 2013
                                                                                                          • Children and teens more likely to use sports drinks
                                                                                                              • Figure 42: Children and teen consumption of nutritional and performance drinks, 2013
                                                                                                            • Young men drive usage across all segments
                                                                                                                • Figure 43: Sports drinks usage frequency*, by gender and age, October 2013
                                                                                                                • Figure 44: Nutritional drink usage frequency*, by gender and age, October 2013
                                                                                                                • Figure 45: Protein drinks usage frequency*, by gender and age, October 2013
                                                                                                            • Reasons for Using Nutritional and Performance Drinks

                                                                                                              • Key points
                                                                                                                • Consumers turn to category for diverse reasons, but not necessarily for taste
                                                                                                                  • Figure 46: Reasons for drinking nutritional, protein and sports drinks, October 2013
                                                                                                                • Men, young consumers use nutritional drinks for performance, recovery
                                                                                                                  • Figure 47: Reasons for drinking nutritional drinks, by gender, October 2013
                                                                                                                  • Figure 48: Reasons for drinking nutritional drinks, by age, October 2013
                                                                                                                • Consumers aged 45-54 most likely to use protein drinks for energy
                                                                                                                  • Figure 49: Reasons for drinking protein drinks, by age, October 2013
                                                                                                              • Occasions for Drinking

                                                                                                                • Key points
                                                                                                                  • Breakfast is most popular meal for nutritional, protein drinks
                                                                                                                    • Figure 50: Occasions for drinking, October 2013
                                                                                                                  • Protein, sports drinks offer slightly more versatility for consumer use
                                                                                                                    • Figure 51: Occasions for drinking, October 2013
                                                                                                                  • Opportunities as anytime or sick time drinks
                                                                                                                  • Attitudes and Behavior toward Sports Drinks

                                                                                                                    • Key points
                                                                                                                      • Young men only age group using more this year than using less
                                                                                                                        • 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
                                                                                                                        • Figure 53: Attitudes toward sports drinks, October 2013
                                                                                                                        • Figure 54: Attitudes toward kids' use of sports drinks, October 2013
                                                                                                                    • Attitudes and Behaviors toward Nutritional Drinks

                                                                                                                      • Key points
                                                                                                                        • Weight management, nutritional supplementation major role for segment
                                                                                                                          • Figure 55: Attitudes toward nutritional and/or sports drinks, October 2013
                                                                                                                          • Figure 56: Consumer preference for nutritional drinks over vitamins, by income, October 2013
                                                                                                                        • Opportunities for innovation in flavor, function, format
                                                                                                                          • Figure 57: Attitudes toward nutritional drink, by age, October 2013
                                                                                                                        • Children, teens may offer opportunity to expand market
                                                                                                                          • Figure 58: Attitudes toward kids' use of nutritional and/or sports drinks, October 2013
                                                                                                                      • Attitudes and Behavior toward Protein Drinks

                                                                                                                        • Key points
                                                                                                                          • Twice as many consumers using more protein drinks than less in 2013
                                                                                                                            • Figure 59: Attitudes toward protein drinks, October 2013
                                                                                                                            • Figure 60: Attitudes toward protein drinks, October 2013
                                                                                                                          • Plant protein-based drinks appeal to nearly a quarter of users
                                                                                                                            • Figure 61: Attitudes toward protein drinks, October 2013
                                                                                                                        • Impact of Race and Hispanic Origin

                                                                                                                          • Key points
                                                                                                                            • Hispanic and Black consumers over index in category participation
                                                                                                                              • 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
                                                                                                                              • Figure 63: Reasons for drinking sports drinks, by race/Hispanic origin, October 2013
                                                                                                                            • Blacks use products for meal replacement, Hispanics for meal part
                                                                                                                              • Figure 64: Occasions for drinking nutritional drinks, by race/Hispanic origin, October 2013
                                                                                                                          • Appendix – Food and Drink Market Drivers

                                                                                                                            • Health and lifestyle
                                                                                                                              • 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
                                                                                                                                • Figure 66: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                              • Consumer confidence
                                                                                                                                • Figure 67: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                              • Unemployment
                                                                                                                                • Figure 68: US unemployment rate, by month, 2002-13
                                                                                                                                • Figure 69: US unemployment and underemployment rates, 2007-13
                                                                                                                                • Figure 70: Number of employed civilians in US, in thousands, 2007-13
                                                                                                                              • Retail channels
                                                                                                                                • Figure 71: Distribution of expenditures on food for off-premise consumption, by channel, 2008-12
                                                                                                                              • Racial, ethnic population growth
                                                                                                                                  • Figure 72: US population by race and Hispanic origin, 2009, 2014, and 2019
                                                                                                                                  • Figure 73: Households with children, by race and Hispanic origin of householder, 2013
                                                                                                                                • Shifting US demographics
                                                                                                                                  • Figure 74: US population, by age, 2009-19
                                                                                                                                  • Figure 75: US households, by presence of own children, 2003-13
                                                                                                                              • Appendix – Other Useful Consumer Tables

                                                                                                                                  • Figure 76: Nutritional drink usage frequency*, by gender, October 2013
                                                                                                                                  • Figure 77: Nutritional drink usage frequency*, by presence of children in household, October 2013
                                                                                                                                  • Figure 78: Protein drinks usage frequency*, by gender, October 2013
                                                                                                                                  • Figure 79: Protein drinks usage frequency*, by presence of children in household, October 2013
                                                                                                                                  • Figure 80: Sports drinks usage frequency*, by gender, October 2013
                                                                                                                                  • Figure 81: Sports drinks usage frequency*, by presence of children in household, October 2013
                                                                                                                                  • Figure 82: Reasons for drinking nutritional drinks, by gender, October 2013
                                                                                                                                  • Figure 83: Reasons for drinking nutritional drinks, by age, October 2013
                                                                                                                                  • Figure 84: Reasons for drinking nutritional drinks, by race/Hispanic origin, October 2013
                                                                                                                                  • Figure 85: Reasons for drinking nutritional drinks, by presence of children in household, October 2013
                                                                                                                                  • Figure 86: Reasons for drinking protein drinks, by age, October 2013
                                                                                                                                  • Figure 87: Reasons for drinking protein drinks, by presence of children in household, October 2013
                                                                                                                                  • Figure 88: Reasons for drinking sports drinks, by gender, October 2013
                                                                                                                                  • Figure 89: Reasons for drinking sports drinks, by gender and age, October 2013
                                                                                                                                  • Figure 90: Reasons for drinking sports drinks, by presence of children in household, October 2013
                                                                                                                                  • Figure 91: Occasions for drinking nutritional drinks, by gender, October 2013
                                                                                                                                  • Figure 92: Occasions for drinking nutritional drinks, by age, October 2013
                                                                                                                                  • Figure 93: Occasions for drinking nutritional drinks, by household income, October 2013
                                                                                                                                  • Figure 94: Occasions for drinking nutritional drinks, by presence of children in household, October 2013
                                                                                                                                  • Figure 95: Occasions for drinking sports drinks, by race/Hispanic origin, October 2013
                                                                                                                                  • Figure 96: Occasions for drinking protein drinks, by presence of children in household, October 2013
                                                                                                                                  • Figure 97: Attitudes toward nutritional drink, by household income, October 2013
                                                                                                                                  • Figure 98: Change in sports drink use, by household income, October 2013
                                                                                                                                  • Figure 99: Attitudes toward kids' use of nutritional drinks, by employment, October 2013
                                                                                                                                  • Figure 100: Attitudes toward kids' use of nutritional drinks, by nutritional drink usage frequency*, October 2013
                                                                                                                                  • Figure 101: Attitudes toward kids' use of sports drinks, by age, October 2013
                                                                                                                                  • Figure 102: Attitudes toward kids' use of sports drinks, by household size, October 2013
                                                                                                                                  • Figure 103: Attitudes toward kids' use of sports drinks, by sports drink usage frequency*, October 2013
                                                                                                                                  • Figure 104: Change in use of protein drinks, by household income, October 2013
                                                                                                                              • Appendix – Social Media

                                                                                                                                • Brand usage or awareness
                                                                                                                                  • Figure 105: Brand usage or awareness, October 2013
                                                                                                                                  • Figure 106: Gatorade usage or awareness, by demographics, October 2013
                                                                                                                                  • Figure 107: Powerade usage or awareness, by demographics, October 2013
                                                                                                                                  • Figure 108: Slimfast usage or awareness, by demographics, October 2013
                                                                                                                                  • Figure 109: Carnation breakfast essentials usage or awareness, by demographics, October 2013
                                                                                                                                  • Figure 110: Muscle Milk usage or awareness, by demographics, October 2013
                                                                                                                                  • Figure 111: Special K (protein shakes) usage or awareness, by demographics, October 2013
                                                                                                                              • Appendix – Trade Associations

                                                                                                                                Companies Covered

                                                                                                                                • Walmart Stores (USA)

                                                                                                                                Nutritional and Performance Drinks - US - January 2014

                                                                                                                                £3,277.28 (Excl.Tax)