Nutritional and Performance Drinks - US - January 2015
“The category can position its products as relatively affordable tools of support, to help consumers meet their personal health and wellness goals. Promoting products for their proven efficacy in meeting a range of specific consumer needs (eg hydration, weight management, skin health, sustained energy) will be one means of encouraging consumption.”
– Beth Bloom, Food and Drink Analyst
Some questions answered in this report include:
- Should category innovation move in the direction of specialization or adopt a broad reach?
- Do consumers think products in the category deliver on claims?
- Do consumers see products in the category as healthy?
Dollar sales of nutritional and performance drinks grew over 40% from 2009-14. Launch activity boosted gains in 2010-12. Growth is driven by the sports drinks segment (which finds appeal among non-athletes); performance drinks; and nutritional drinks (including meal replacements). Weight loss drinks have struggled, due to consumers managing weight through other means, including healthy eating.
For the purposes of this report, Mintel has used the following definitions:
Performance drinks: liquid drinks and drink mixes marketed for enhanced sports performance (eg Muscle Milk, Core Power).
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, and meal replacements, such as Carnation Instant Breakfast. For the purpose of consumer data reporting, meal replacement drinks are broken out as a separate measure.
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