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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:

Sports drinks: liquid drinks and drink mixes designed specifically to help people perform and recover better from physical activity (egGatorade or 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. Examples include Slim-Fastand 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 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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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

                    • The market
                      • Category sales are estimated to reach $11.5 billion in 2014
                        • Figure 1: Total US retail sales and forecast of nutritional and performance drinks, at current prices, 2009-19
                      • Segment performance
                        • Sports drinks lead category sales, performance drinks lead growth
                          • Figure 2: Total US retail sales of nutritional and performance drinks, by segment, at current prices, 2009-14
                        • Leading companies
                          • PepsiCo leads sales, Nestlé leads growth
                            • Figure 3: MULO sales of nutritional and performance drinks, by five leading companies and private label, rolling 52 weeks 2013 and 2014 ($ millions)
                          • The consumer
                            • Sports drinks experience the highest usage in the category
                              • Figure 4: Nutritional and performance drink consumption, any consumption, by age, October 2014
                            • One third of users drink sports drinks outside of workouts
                              • Figure 5: Statements related to sports drinks (reasons for use), by age, October 2014
                            • What we think
                            • Issues and Insights

                                • Should category innovation move in the direction of specialization or adopt a broad reach?
                                  • Issue
                                    • Insight: Room for both specialization and democratization exist
                                      • Do consumers think products in the category deliver on claims?
                                        • Issue
                                          • Insight: Category participants believe products help them meet their goals, but further efficacy positioning is necessary
                                            • Do consumers see products in the category as healthy?
                                              • Issue
                                                • Insight: The category is generally seen as contributing to health, but room for boosted health positioning will help products manage the competition
                                                • Trend Applications

                                                    • Trend: Extend My Brand
                                                      • Trend: Prove It
                                                        • Trend: Transumers
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Sales and forecast of nutritional and performance drinks
                                                              • Figure 6: Total US retail sales and forecast of nutritional and performance drinks, at current prices, 2009-19
                                                              • Figure 7: Total US retail sales and forecast of nutritional and performance drinks, at inflation-adjusted prices, 2009-19
                                                            • Continued growth projected
                                                              • Figure 8: Total US retail sales and forecast of nutritional and performance drinks, at current prices, 2009-19
                                                            • Forecast methodology
                                                            • Market Drivers

                                                              • Exercise trends favor category participation
                                                                • Figure 9: Physical activity, October 2014
                                                                • Figure 10: Nutritional and performance drink consumption, by physical activity, October 2014
                                                              • More than one third of consumers are trying to lose weight by dieting
                                                                • Figure 11: Weight management, October 2014
                                                              • General interest in health and wellness benefit category participation
                                                                • Figure 12: Personal goals in 2014, January 2014
                                                              • Half of consumers aim for a balanced diet
                                                                • Figure 13: Diet preferences, October 2014
                                                                • Figure 14: Nutritional and performance drink consumption, by diet preferences, October 2014
                                                              • Aging population suggests a need for nutritional support
                                                                • Figure 15: Population age 18+, by age, 2009-19
                                                              • Expanding Hispanic population means increases among key target group
                                                                • Figure 16: Population by race and Hispanic origin, 2009-19
                                                              • Continued economic uncertainty favors affordable tools
                                                                • Figure 17: Financial outlook: present vs. last 12 months, April 2008-June 2014
                                                            • Segment Performance

                                                              • Key points
                                                                • Sports drinks comprise 59% of sales, performance drinks post strong growth
                                                                  • Figure 18: Total US retail sales of nutritional and performance drinks, by segment, at current prices, 2012 and 2014
                                                                • Sports drink sales grow 27% from 2009-14
                                                                  • US retail sales of sports drinks
                                                                    • Figure 19: Total US retail sales and forecast of sports drinks, at current prices, 2009-19
                                                                    • Figure 20: Total US retail sales and forecast of sports drinks, at inflation-adjusted prices, 2009-19
                                                                  • Performance drink sales increase by 116% from 2009-14
                                                                    • US retail sales of performance drinks
                                                                      • Figure 21: Total US retail sales and forecast of performance drinks, at current prices, 2009-19
                                                                      • Figure 22: Total US retail sales and forecast of performance drinks, at inflation-adjusted prices, 2009-19
                                                                    • Sales of weight loss drinks dropped 13% from 2009-14
                                                                      • US retail sales of weight loss drinks
                                                                        • Figure 23: Total US retail sales and forecast of weight loss drinks, at current prices, 2009-19
                                                                        • Figure 24: Total US retail sales and forecast of weight loss drinks, at inflation-adjusted prices, 2009-19
                                                                      • Nutritional drink sales grow 79% from 2009-14
                                                                        • Familiar brands bring accessible offerings to the nutritional drink market
                                                                          • US retail sales of nutritional drinks
                                                                            • Figure 25: Total US retail sales and forecast of nutritional drinks, at current prices, 2009-19
                                                                            • Figure 26: Total US retail sales and forecast of nutritional drinks, at inflation-adjusted prices, 2009-19
                                                                        • Retail Channels

                                                                          • Key points
                                                                            • Other channels comprise 70% of category sales
                                                                              • Figure 27: Total US retail sales of nutritional and performance drinks, by channel, at current prices, 2012 and 2014
                                                                            • Supermarket sales of nutritional and performance drinks grow 62% from 2009-14
                                                                              • Figure 28: US supermarket sales of nutritional and performance drinks, at current prices, 2009-14
                                                                            • Drug store sales of nutritional and performance drinks increase by 57% from 2009-14
                                                                              • Figure 29: US drug store sales of nutritional and performance drinks, at current prices, 2009-14
                                                                            • Other retail channel sales of nutritional and performance drinks grow 35% from 2009-14
                                                                              • Exclusive placement may benefit both manufacturers and retailers
                                                                                • Figure 30: US sales of nutritional and performance drinks at other retail channels, at current prices, 2009-14
                                                                              • Natural channels sales in the category grew by 37% from 2012-14
                                                                                • Natural channel sales of nutritional and performance drinks
                                                                                  • Figure 31: Natural supermarket sales of nutritional and performance drinks, at current prices, rolling 52 weeks 2012-14
                                                                                • Sports drinks see strong growth in natural channels
                                                                                  • Figure 32: Natural supermarket sales of nutritional and performance drinks, by segment, at current prices, rolling 52 weeks 2012 and 2014
                                                                                • Stevia-sweetened products see strong growth
                                                                                  • Figure 33: Natural supermarket sales of nutritional and performance drinks, by presence of alternative sweetener, at current prices, rolling 52 weeks 2012 and 2014
                                                                              • Competitive Context

                                                                                • Consumers have a wide range of drink options from which to choose
                                                                                  • Water still leads for hydration
                                                                                    • Figure 34: Statements related to sports drinks (competition), by sports drink consumption frequency*, October 2014
                                                                                    • Figure 35: Statements related to sports drinks (competition), by diet preferences, October 2014
                                                                                  • Water enhancers deliver convenient, customizable, and flavorful drink experience
                                                                                    • Coconut water touts role in hydration
                                                                                      • Energy drinks and caffeinated beverages provide a boost
                                                                                        • Figure 36: Characteristics (energy drinks), by daily sports drink and performance drink consumption, October 2014
                                                                                      • RTD smoothies compete for share of stomach as meal replacements
                                                                                        • Health interest challenges the category as much as it helps it
                                                                                          • Figure 37: Nutritional and performance drink consumption, by weight management, October 2014
                                                                                        • Interest in protein/natural on the rise
                                                                                          • Figure 38: Watching your diet (for health or weight), April 2009-June 2014
                                                                                        • Some 21% of sports drink users wish for more low-calorie options
                                                                                          • Figure 39: Statements related to sports drinks (innovation of interest – low-calorie), by sports drink consumption frequency*, October 2014
                                                                                      • Leading Companies and Brand Analysis

                                                                                        • Key points
                                                                                          • PepsiCo leads MULO sales in category
                                                                                              • Figure 40: Statements related to nutritional and weight loss drinks (store brands), by daily use of nutritional and performance drinks, October 2014
                                                                                              • Figure 41: MULO sales of nutritional and performance drinks, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                            • Gatorade dominates MULO sales of sports drinks
                                                                                              • MULO sales of sports drinks
                                                                                                • Figure 42: MULO sales of sports drinks, by leading companies and brands, rolling 52 weeks 2013 and 2014
                                                                                              • Three brands lead performance drink sales at MULO
                                                                                                • MULO sales of performance drinks
                                                                                                  • Figure 43: MULO sales of performance drinks, by leading companies and brands, rolling 52 weeks 2013 and 2014
                                                                                                • Slim-Fast loses MULO share to Atkins
                                                                                                  • MULO sales of weight loss
                                                                                                    • Figure 44: MULO sales of weight loss drinks, by leading companies and brands, rolling 52 weeks 2013 and 2014
                                                                                                  • Ensure tops MULO sales of nutritional drinks
                                                                                                    • MULO sales of nutritional drinks
                                                                                                      • Figure 45: MULO sales of nutritional drinks, by leading companies/brands, rolling 52 weeks 2013 and 2014
                                                                                                  • Innovations and Innovators

                                                                                                    • Weight loss drinks experience strong new product activity
                                                                                                      • Figure 46: Weight loss drink launches, by launch type, 2010-14
                                                                                                      • Figure 47: Sports drink launches, by launch type, 2010-14
                                                                                                      • Figure 48: Performance drink launches, by launch type, 2010-14
                                                                                                      • Figure 49: Nutritional drink launches, by launch type, 2010-14
                                                                                                    • Satiety claims on the rise among weight loss drinks
                                                                                                      • Figure 50: Weight loss drink launches, by top 10 product claims, 2010-14
                                                                                                    • Other functional and ethical claims grow among sports drinks
                                                                                                      • Figure 51: Sports drink launches, by top 10 product claims, 2010-14
                                                                                                    • Protein claims see strong growth among nutritional drink launches
                                                                                                      • Figure 52: Nutritional drink launches, by top 10 product claims, 2010-14
                                                                                                    • Flavor innovation may expand interest
                                                                                                      • Figure 53: Statements related to sports drinks (innovation of interest), by sports drink consumption frequency*, October 2014
                                                                                                    • Sports drink segment ventures into tropical
                                                                                                      • Figure 54: Sports drink launches, by top 10 flavors, 2010-14
                                                                                                    • Other drinks in the category can move beyond chocolate and vanilla
                                                                                                        • Figure 55: Statements related to nutritional and weight loss drinks (flavor), by daily consumption, October 2014
                                                                                                        • Figure 56: Weight loss drink launches, by top 10 flavors, 2010-14
                                                                                                      • Kid-focused drinks prime the market for a new crop of consumers
                                                                                                      • Social Media – Sports Drinks

                                                                                                          • Key findings
                                                                                                            • Market overview
                                                                                                              • Key social media metrics
                                                                                                                • Figure 57: Key social media metrics, Dec. 2014
                                                                                                              • Brand usage and awareness
                                                                                                                • Figure 58: Brand usage and awareness levels for select sports drink brands, October 2014
                                                                                                              • Interactions with sports drink brands
                                                                                                                • Figure 59: interaction levels for select sports drink brands, October 2014
                                                                                                              • Leading online campaigns
                                                                                                                • Mobile apps
                                                                                                                  • Motivational campaigns
                                                                                                                    • Brand ambassadors
                                                                                                                      • What we think
                                                                                                                        • Online conversations
                                                                                                                          • Figure 60: Online conversations for select sports drink brands, by week, Dec. 1, 2013-Nov. 30,2014
                                                                                                                        • Where are people talking about sports drinks?
                                                                                                                          • Figure 61: Online conversations for select sports drink brands, by page type, Dec. 1, 2013-Nov. 30,2014
                                                                                                                        • What are people talking about?
                                                                                                                          • Figure 62: Topics of conversation among select sports drink brands, Dec. 1, 2013-Nov. 30,2014
                                                                                                                      • Nutritional and Performance Drink Consumption

                                                                                                                        • Key points
                                                                                                                          • Sports drinks experience the highest usage in the category
                                                                                                                            • Figure 63: Nutritional and performance drink consumption, October 2014
                                                                                                                          • Sports drink users average one per week
                                                                                                                            • Figure 64: Thirst quencher and sports/activity drinks, April 2009-June 2014
                                                                                                                          • Men are strong targets for sports, nutritional, and performance drinks
                                                                                                                            • Figure 65: Nutritional and performance drink consumption, by gender, October 2014
                                                                                                                          • 25-34s are significantly more likely than average to participate in the category
                                                                                                                            • Figure 66: Nutritional and performance drink consumption, by age, October 2014
                                                                                                                          • Consumption among teens and kids on the decline
                                                                                                                            • Figure 67: Thirst quencher and sports/activity drinks, April 2013-June 2014
                                                                                                                            • Figure 68: Thirst quenchers or sports/activity drinks, April 2013-June 2014
                                                                                                                          • Category may be cost prohibitive
                                                                                                                            • Figure 69: Nutritional and performance drink consumption, by household income, October 2014
                                                                                                                          • Powders add diversity to a regular schedule
                                                                                                                            • Figure 70: Use of powdered nutritional and weight loss drinks (format), by consumption frequency*, October 2014
                                                                                                                          • Powders most strongly appeal to under 35s
                                                                                                                            • Figure 71: Statements related to nutritional and weight loss drinks (format), by age, October 2014
                                                                                                                          • Powder packets may be convenient option for active lifestyles
                                                                                                                            • Figure 72: Statements related to nutritional and weight loss drinks (format), by physical activity, October 2014
                                                                                                                        • Reasons for Use – Sports Drinks

                                                                                                                          • Key points
                                                                                                                            • One third of users say they drink sports drinks outside of workouts
                                                                                                                              • Energy positioning resonates with 25-34s
                                                                                                                                • Figure 73: Statements related to sports drinks (reasons for use), by age, October 2014
                                                                                                                              • Opportunity exists for premium/targeted positioning
                                                                                                                                • Figure 74: Statements related to sports drinks (reasons for use), by household income, October 2014
                                                                                                                              • Energy delivery/maintenance important among frequent users
                                                                                                                                • Figure 75: Statements related to sports drinks (reasons for use), by sports drink consumption frequency*, October 2014
                                                                                                                            • Reasons for Use – Nutritional and Weight Loss Drinks

                                                                                                                              • Key points
                                                                                                                                • Consumers turn to products in the category for a range of uses
                                                                                                                                  • Figure 76: Statements related to nutritional and weight loss drinks (reasons for use), by drink type, October 2014
                                                                                                                                • Infrequent users turn to the products when they’re busy
                                                                                                                                  • Figure 77: Reasons for occasional use, by age, October 2014
                                                                                                                              • Opinions About Nutritional and Performance Drinks

                                                                                                                                • Key points
                                                                                                                                  • Sports drinks lead for taste, nutritional drinks seen as healthy
                                                                                                                                    • Figure 78: Opinions about nutritional drinks, performance drinks, and energy drinks, October 2014
                                                                                                                                    • Figure 79: Opinions about nutritional drinks, performance drinks, and energy drinks, correspondence analysis, October 2014
                                                                                                                                  • Sports drinks
                                                                                                                                    • Sports drink flavors particularly appeal to under 25s
                                                                                                                                      • Figure 80: Opinions about sports drinks, by age, October 2014
                                                                                                                                    • Daily users three times as likely to say products help with goals
                                                                                                                                      • Figure 81: Opinions about sports drinks, by consumption frequency*, October 2014
                                                                                                                                    • Meal replacement drinks
                                                                                                                                      • Taste and health attract daily meal replacement users
                                                                                                                                        • Figure 82: Opinions about meal replacement drinks, by consumption frequency*, October 2014
                                                                                                                                      • Nutritional drinks
                                                                                                                                        • Health positioning and efficacy attracts nutritional drink users
                                                                                                                                          • Figure 83: Opinions about nutritional drinks, by consumption frequency*, October 2014
                                                                                                                                        • Weight loss drinks
                                                                                                                                          • Weight loss drinks don’t resonate with 65+
                                                                                                                                            • Figure 84: Opinions about weight loss drinks, by age, October 2014
                                                                                                                                          • More than a quarter of users say weight loss drinks do what they promise
                                                                                                                                            • Figure 85: Opinions about weight loss drinks, by consumption frequency*, October 2014
                                                                                                                                          • Performance drinks
                                                                                                                                            • Nearly one quarter of consumers say performance drinks are too extreme for their needs
                                                                                                                                              • Figure 86: Opinions about performance drinks, by age, October 2014
                                                                                                                                            • More than one third of daily users say performance drinks help meet goals
                                                                                                                                              • Figure 87: Opinions about performance drinks, by consumption frequency**, October 2014
                                                                                                                                          • Attributes of Interest – Sports Drinks

                                                                                                                                            • Key points
                                                                                                                                              • Nearly one quarter of sports drink users looking for natural products
                                                                                                                                                • Figure 88: Statements related to sports drinks (attributes), by age, October 2014
                                                                                                                                              • Daily users inspired by athletes in ads
                                                                                                                                                • Figure 89: Statements related to sports drinks (attributes), by sports drink consumption frequency*, October 2014
                                                                                                                                            • Attributes of Interest – Nutritional and Weight Loss Drinks

                                                                                                                                              • Key points
                                                                                                                                                • Protein leads interest in nutritional and weight loss drinks
                                                                                                                                                  • Figure 90: Statements related to nutritional and weight loss drinks (attributes), by age, October 2014
                                                                                                                                                • Natural products of interest to HHs earning $150K+
                                                                                                                                                  • Figure 91: Statements related to nutritional and weight loss drinks (attributes), by household income, October 2014
                                                                                                                                                • Probiotics may resonate with daily weight loss drink users
                                                                                                                                                  • Figure 92: Statements related to nutritional and weight loss drinks (attributes), by weight loss drink consumption frequency*, October 2014
                                                                                                                                              • Purchase Location – Sports Drinks

                                                                                                                                                • Key points
                                                                                                                                                  • Mass comes in close second to supermarkets in sports drink sales
                                                                                                                                                    • 18-24s more likely to shop for sports drinks at mass merchandisers
                                                                                                                                                      • Figure 93: Sports drink purchase location, by age, October 2014
                                                                                                                                                    • Club stores help daily users and active consumers buy in bulk
                                                                                                                                                      • Figure 94: Sports drink purchase location, by sports drink consumption frequency*, October 2014
                                                                                                                                                      • Figure 95: Sports drink purchase location, by physical activity, October 2014
                                                                                                                                                  • Impact of Race and Hispanic Origin

                                                                                                                                                    • Key points
                                                                                                                                                      • Hispanics appear as strong target for category participation
                                                                                                                                                        • Figure 96: Nutritional and performance drink consumption, by race/Hispanic origin, October 2014
                                                                                                                                                      • Sports drink mixes find stronger interest among Hispanics
                                                                                                                                                        • Figure 97: Statements related to sports drinks (format), by Hispanic origin, October 2014
                                                                                                                                                      • Natural ingredients appeal to Hispanics
                                                                                                                                                        • Figure 98: Statements related to nutritional and weight loss drinks (attributes), by race/Hispanic origin, October 2014
                                                                                                                                                      • Ads featuring athletes resonate with Hispanics
                                                                                                                                                        • Figure 99: Statements related to sports drinks (attributes), by Hispanic origin, October 2014
                                                                                                                                                    • Appendix – Other Useful Tables

                                                                                                                                                      • Consumption
                                                                                                                                                        • Figure 100: Nutritional and performance drink consumption, by gender and age, October 2014
                                                                                                                                                        • Figure 101: Statements related to nutritional and weight loss drinks (format), by household income, October 2014
                                                                                                                                                        • Figure 102: Statements related to sports drinks (format), by household income, October 2014
                                                                                                                                                      • Reasons for use
                                                                                                                                                        • Figure 103: Statements related to nutritional and weight loss drinks (reasons for use), by age, October 2014
                                                                                                                                                        • Figure 104: Statements related to nutritional and weight loss drinks (reasons for use), by race/Hispanic origin, October 2014
                                                                                                                                                        • Figure 105: Statements related to nutritional and weight loss drinks (reasons for use), by weight management, October 2014
                                                                                                                                                        • Figure 106: Statements related to sports drinks (reasons for use), by physical activity, October 2014
                                                                                                                                                        • Figure 107: Statements related to nutritional and weight loss drinks (reasons for use), by weight loss drink consumption frequency*, October 2014
                                                                                                                                                        • Figure 108: Statements related to nutritional and weight loss drinks (reasons for use), by meal replacement drink consumption frequency*, October 2014
                                                                                                                                                        • Figure 109: Statements related to nutritional and weight loss drinks (reasons for use), by nutritional drink consumption frequency*, October 2014
                                                                                                                                                      • Opinions about nutritional and performance drinks
                                                                                                                                                        • Figure 110: Opinions about meal replacement drinks, by age, October 2014
                                                                                                                                                        • Figure 111: Opinions about nutritional drinks, by age, October 2014
                                                                                                                                                        • Figure 112: Opinions about nutritional and performance drinks, by gender and age, October 2014
                                                                                                                                                      • Innovation of interest
                                                                                                                                                        • Figure 113: Statements related to sports drinks (innovation of interest), by Hispanic origin, October 2014
                                                                                                                                                      • Attributes
                                                                                                                                                        • Figure 114: Statements related to nutritional and weight loss drinks (attributes), by meal replacement drink consumption frequency*, October 2014
                                                                                                                                                        • Figure 115: Statements related to nutritional and weight loss drinks (attributes), by weight management, October 2014
                                                                                                                                                        • Figure 116: Statements related to nutritional and weight loss drinks (attributes), by physical activity, October 2014
                                                                                                                                                        • Figure 117: Statements related to sports drinks (attributes), by household income, October 2014
                                                                                                                                                      • Flavor
                                                                                                                                                        • Figure 118: Statements related to nutritional and weight loss drinks (flavor), by race/Hispanic origin, October 2014
                                                                                                                                                      • Sports drink purchase location
                                                                                                                                                        • Figure 119: Sports drink purchase location, by household income, October 2014
                                                                                                                                                        • Figure 120: Sports drink purchase location, by gender and age, October 2014
                                                                                                                                                        • Figure 121: Sports drink purchase location, by Hispanic origin, October 2014
                                                                                                                                                        • Figure 122: Liquid/powdered nutritional supplements or liquid breakfasts, April 2013-June 2014
                                                                                                                                                    • Appendix – Social Media

                                                                                                                                                      • Brand usage or awareness
                                                                                                                                                        • Figure 123: Brand usage or awareness, October 2014
                                                                                                                                                        • Figure 124: Gatorade usage or awareness, by demographics, October 2014
                                                                                                                                                        • Figure 125: Powerade usage or awareness, by demographics, October 2014
                                                                                                                                                        • Figure 126: PowerCoco usage or awareness, by demographics, October 2014
                                                                                                                                                        • Figure 127: Nuun usage or awareness, by demographics, October 2014
                                                                                                                                                        • Figure 128: MiO Fit usage or awareness, by demographics, October 2014
                                                                                                                                                        • Figure 129: BodyArmor usage or awareness, by demographics, October 2014
                                                                                                                                                      • Activities done
                                                                                                                                                        • Figure 130: Activities done, October 2014
                                                                                                                                                        • Figure 131: Gatorade – Activities done – I have looked up/talked about this brand online on social media…, by demographics, October 2014
                                                                                                                                                        • Figure 132: Gatorade – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, October 2014
                                                                                                                                                        • Figure 133: Gatorade – Activities done – I follow/like the brand on social media because…., by demographics, October 2014
                                                                                                                                                        • Figure 134: Gatorade – Activities done – I have researched the brand on social media to…., by demographics, October 2014
                                                                                                                                                        • Figure 135: Powerade – Activities done – I have looked up/talked about this brand online on social media…, by demographics, October 2014
                                                                                                                                                        • Figure 136: Powerade – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, October 2014
                                                                                                                                                        • Figure 137: Powerade – Activities done – I follow/like the brand on social media because…., by demographics, October 2014
                                                                                                                                                        • Figure 138: Powerade – Activities done – I have researched the brand on social media to…., by demographics, October 2014
                                                                                                                                                        • Figure 139: PowerCoco – Activities done – I have looked up/talked about this brand online on social media…, by demographics, October 2014
                                                                                                                                                        • Figure 140: PowerCoco – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, October 2014
                                                                                                                                                        • Figure 141: PowerCoco – Activities done – I follow/like the brand on social media because…., by demographics, October 2014
                                                                                                                                                        • Figure 142: MiO Fit – Activities done – I have looked up/talked about this brand online on social media…, by demographics, October 2014
                                                                                                                                                        • Figure 143: MiO Fit – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, October 2014
                                                                                                                                                        • Figure 144: MiO Fit – Activities done – I follow/like the brand on social media because…., by demographics, October 2014
                                                                                                                                                      • Key social media metrics
                                                                                                                                                        • Figure 145: Key social media metrics for select nutritional and performance drinks, Dec. 2014
                                                                                                                                                      • Online conversations
                                                                                                                                                        • Figure 146: Online conversations for select nutritional and performance drink brands, by week, Dec. 1, 2013-Nov. 30,2014
                                                                                                                                                    • Appendix – Trade Associations

                                                                                                                                                        • Academy of Nutrition and Dietetics
                                                                                                                                                          • American Beverage Association (ABA)
                                                                                                                                                            • Council for Responsible Nutrition (CRN)
                                                                                                                                                              • Food Marketing Institute (FMI)
                                                                                                                                                                • Grocery Manufacturers of America (GMA)
                                                                                                                                                                  • International Society of Beverage Technologists (ISBT)
                                                                                                                                                                    • National Association of Convenience Stores (NACS)

                                                                                                                                                                    Companies Covered

                                                                                                                                                                    • Abbott Laboratories
                                                                                                                                                                    • Atkins Nutritionals, Inc.
                                                                                                                                                                    • Boost Drinks Ltd
                                                                                                                                                                    • Carlyle Group (The)
                                                                                                                                                                    • Coca-Cola Company (The)
                                                                                                                                                                    • CVS Caremark Corporation
                                                                                                                                                                    • EAS, Inc.
                                                                                                                                                                    • Gatorade
                                                                                                                                                                    • Kellogg Company
                                                                                                                                                                    • MuscleTech
                                                                                                                                                                    • Nestlé USA
                                                                                                                                                                    • PepsiCo Inc
                                                                                                                                                                    • Slim Fast Foods Ltd
                                                                                                                                                                    • Unilever USA
                                                                                                                                                                    • Walgreen Co
                                                                                                                                                                    • Walmart Stores (USA)

                                                                                                                                                                    Nutritional and Performance Drinks - US - January 2015

                                                                                                                                                                    £3,199.84 (Excl.Tax)