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The US Sports Drink Market - September 2012

Some questions answered in the US Sport Drink Market report include:

  • Are chocolate milk and coconut water serious competitors?
  • Is there a place for smaller players in the market?
  • Can the sports drinks market grow the consumer base?

Mintel’s report identifies challenges and opportunities for manufacturers, marketers and retailers to effectively position their products.

For the purposes of this report, sports drinks are defined as a formulation of carbohydrates and sodium that help restore the essential fluids and minerals the body loses during exercise. Most products in the category contain about 6-8% carbohydrates; they also contain sodium salts, as well.

Excluded from this report are:

  • Energy drinks, defined as beverages that specifically claim to provide an energy or stimulation boost and have a marketing positioning that stresses energy that may be derived from active ingredients such as glucose, caffeine, and taurine, as well as other health-oriented ingredients such as ginseng and various vitamins and minerals.
  • Slimming aids
  • Powdered/liquid protein drinks
  • Supplement products, including fortified waters

There is some overlap between sports drinks and energy drinks. However, this report focuses only on traditional sports drinks.

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Table of contents

  1. Scope and Themes

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

                        • The market
                          • Competition and economic slowdown challenge industry
                            • Figure 1: Total U.S. retail sales of sports drinks, by segment, 2007-17
                          • Forecast
                            • Figure 2: Fan chart forecast for sports drinks, at best-, worst-, and central-case scenarios, 2007-17
                          • Market Factors
                            • Economy and school drink bans hinder, higher sports participation helps
                              • Demographics mixed
                                • Companies, brands, and innovation
                                  • Consolidated market with pricing war
                                    • Figure 3: FDMx sales of sports drinks by leading companies, rolling 52 weeks, 2011 and 2012
                                  • Innovation slow and revolves around low calories and sugar
                                    • Figure 4: Top five new sports drinks product claims, 2007-12
                                  • The consumer
                                    • Base stagnant
                                      • Figure 5: Thirst quencher and sports/activity drink consumption, 2007-12
                                    • Attributes that motivate purchase
                                      • Figure 6: Motivations for buying sports drinks, May 2012
                                    • Lifestyles of drinkers
                                      • Figure 7: Reasons for drinking sports drinks, May 2012
                                      • Figure 8: Lifestyles of sports drinks users, May 2012
                                    • Convincing nonusers to try the new generation of sports drinks
                                      • Figure 9: Reasons for not drinking sports drinks, May 2012
                                    • What we think
                                    • Issues in the Market

                                        • Are chocolate milk, coconut water serious competitors?
                                          • Is there a place for smaller players in the market?
                                            • Can the sports drinks market grow the consumer base?
                                              • Figure 10: Thirst quencher and sports/activity drink consumption, by age, January 2011-March 2012
                                          • Insights and Opportunities

                                            • Isotonics versus hypotonics: Who needs them?
                                              • Natural would improve image
                                              • Trend Applications

                                                  • Trend: Make It Mine
                                                    • Trend: Retired for Hire
                                                      • Inspire 2015 Trend: Access Anything Anywhere
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Fate of the market driven by only two players
                                                            • Stronger growth expected through 2017
                                                              • Figure 11: Total U.S. retail sales and forecast of sports drinks, at current prices, 2007-17
                                                              • Figure 12: Total U.S. retail sales and forecast of sports drinks, at inflation-adjusted prices, 2007-17
                                                            • Fan chart forecast
                                                                • Figure 13: Fan chart forecast for sports drinks, at best-, worst-, and central-case scenarios, 2007-17
                                                              • Walmart sales
                                                              • Market Drivers

                                                                • Key points
                                                                  • Young adults and men are key demographic groups
                                                                    • Age
                                                                      • Figure 14: Population, by age, 2007-17
                                                                    • Men
                                                                      • Figure 15: Male population, by age, 2007-17
                                                                    • Hispanics’ growth outpaces non-Hispanics’
                                                                      • Figure 16: Population, by race and Hispanic origin, 2007-17
                                                                      • Figure 17: Rate of change in the U.S. population, by race/Hispanic origin, 2007-17
                                                                    • Households with children on the decline
                                                                      • Figure 18: Households, by presence of children, 2001-11
                                                                    • Participation in sports growing but changing to personal fitness
                                                                      • Figure 19: Participation in high school athletic programs, by gender, 2000-10
                                                                      • Figure 20: Collegiate athletic participation, by gender, 2002-11
                                                                      • Figure 21: Participation in selected sports, 2001-11
                                                                    • Overweight/obesity
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • Challenges from alternative beverages, coconut water, or chocolate milk
                                                                          • Enhanced waters blur category lines while energy drinks compete
                                                                            • School drink bans and city bans
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Diet segment gobbles up market share
                                                                                  • Figure 22: Total U.S. retail sales of sports drinks, by segment, at current prices, 2010 and 2012
                                                                                  • Figure 23: Total U.S. retail sales and forecast of sports drinks, by segment, at current prices, 2007-17
                                                                              • Segment Performance—Regular Sports Drinks

                                                                                • Key points
                                                                                  • Segment declines, but rebound expected in 2015
                                                                                    • Figure 24: Sales and forecast of regular sports drinks, at current prices, 2007-17
                                                                                • Segment Performance—Diet Sports Drinks

                                                                                  • Key points
                                                                                    • Diet offerings both retain old users and attract new
                                                                                      • Growth expected to continue, but normalize
                                                                                        • Figure 25: Total U.S. retail sales and forecast of diet sports drinks, at current prices, 2007-17
                                                                                    • Retail Channels

                                                                                      • Key points
                                                                                        • Convenience stores and other non-FDMx grow share, supermarkets lag
                                                                                          • Figure 26: Total U.S. retail sales of sports drinks, by channel, at current prices, 2010-12
                                                                                          • Figure 27: Total U.S. retail sales of sports drinks, by channel, at current prices, 2007-12
                                                                                      • Retail Channels—Supermarkets

                                                                                        • Key points
                                                                                          • Price and convenience both hamper supermarket growth
                                                                                            • Supermarkets show little to no real growth
                                                                                              • Figure 28: U.S. supermarket sales of sports drinks, at current prices, 2007-12
                                                                                          • Retail Channels—Drug Stores

                                                                                            • Key points
                                                                                              • Drug stores offer an opportunity to expand diet, natural sports drinks
                                                                                                • Drug store sales grow
                                                                                                  • Figure 29: U.S. drug store sales of sports drinks, at current prices, 2007-12
                                                                                              • Retail Channels—Convenience Stores

                                                                                                • Key points
                                                                                                  • Young adults keep sales flowing
                                                                                                    • PepsiCo changes distribution to convenience stores
                                                                                                      • C-store sales booming after decline of 2009
                                                                                                        • Figure 30: U.S. convenience store sales of sports drinks, at current prices, 2007-12
                                                                                                    • Retail Channels—Other Retail Channels

                                                                                                      • Key points
                                                                                                        • PepsiCo will now distribute Gatorade at Family Dollar
                                                                                                          • Endurance athletes drive sales through specialty
                                                                                                            • Growth trend from 2007-12
                                                                                                              • Figure 31: U.S. sales of sports drinks, through other retail channels, at current prices, 2007-12
                                                                                                          • Leading Companies

                                                                                                            • Key points
                                                                                                              • PepsiCo dominates market but continues declines
                                                                                                                • Private label a non-factor
                                                                                                                  • Figure 32: FDMx sales of sports drinks by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                              • Brand Share—Regular Sports Drinks

                                                                                                                • Key points
                                                                                                                  • PepsiCo’s Gatorade continues losing ground
                                                                                                                    • POWERade capitalizes on Gatorade’s missteps
                                                                                                                      • Figure 33: FDMx sales of regular sports drinks by leading companies*, rolling 52 weeks 2011 and 2012
                                                                                                                  • Brand Share—Diet Sports Drinks

                                                                                                                    • Key points
                                                                                                                      • Both major suppliers benefit from boom in diet sports drinks
                                                                                                                        • Propel ventures into sports drinks
                                                                                                                          • Private label remains negligible but has many new entrants
                                                                                                                            • Figure 34: FDMx sales of diet sports drinks by leading companies*, rolling 52 weeks 2011 and 2012
                                                                                                                        • Innovations and Innovators

                                                                                                                          • Blurring the lines, all-natural products, new delivery methods
                                                                                                                            • New product claims
                                                                                                                              • Figure 35: Top 10 new sports drinks product claims, 2007-12
                                                                                                                            • Coconut water in sports drinks blurs category lines
                                                                                                                              • Niche
                                                                                                                                • Smart Fountain gives consumers choice, tracks choices made
                                                                                                                                • Marketing Strategies

                                                                                                                                  • Overview of the brand landscape
                                                                                                                                    • Gatorade
                                                                                                                                      • POWERade
                                                                                                                                        • Online initiatives
                                                                                                                                          • Gatorade (PepsiCo)
                                                                                                                                            • POWERade (Coca-Cola)
                                                                                                                                              • TV presence
                                                                                                                                                • Gatorade (PepsiCo)
                                                                                                                                                  • Educating about G Series
                                                                                                                                                    • Figure 36: The G series TV ad, “Run Strong,” 2012
                                                                                                                                                  • What you drink is more important than what you wear
                                                                                                                                                    • Figure 37: Gatorade G Series Pro TV ad, “Put In,” 2012
                                                                                                                                                  • Women
                                                                                                                                                    • Figure 38: G Series Fit TV ad, “Chicken Little,” 2011
                                                                                                                                                  • POWERade (Coca-Cola)
                                                                                                                                                    • Figure 39: POWERade TV ad, “You versus You,” 2012
                                                                                                                                                  • Changing gears to comedy
                                                                                                                                                    • Figure 40: POWERade TV ad, “the time out,” 2012
                                                                                                                                                  • Sqwincher
                                                                                                                                                    • Figure 41: Sqwincher TV ad, “cool down,” 2012
                                                                                                                                                • Sports Drinks Usage

                                                                                                                                                  • Key points
                                                                                                                                                    • Sports drinks win with men and young adults
                                                                                                                                                      • Figure 42: Thirst quencher and sports/activity drink consumption, by gender, January 2011-March 2012
                                                                                                                                                      • Figure 43: Thirst quencher and sports/activity drink consumption, by age, January 2011-March 2012
                                                                                                                                                      • Figure 44: Purchase and use of sports drinks in the last three months, by presence of children in household, May 2012
                                                                                                                                                    • Teens’ usage
                                                                                                                                                      • Figure 45: Thirst quencher and sports/activity drink consumption, by gender and age, October 2010-November 2011
                                                                                                                                                    • Frequency of use of sports drinks
                                                                                                                                                      • Figure 46: Quantities of thirst quenchers, sports, activity drinks consumed, by gender, January 2011-March 2012
                                                                                                                                                      • Figure 47: Quantities of thirst quenchers, sports, activity drinks consumed, by age, January 2011-March 2012
                                                                                                                                                  • Consumer Attitudes and Opinions

                                                                                                                                                    • Key points
                                                                                                                                                      • Flavors, brand, and price all matter to users
                                                                                                                                                          • Figure 48: Motivations for buying sports drinks, by gender, May 2012
                                                                                                                                                          • Figure 49: Motivations for buying sports drinks, by age, May 2012
                                                                                                                                                          • Figure 50: Motivations for buying sports drinks, by presence of children in household, May 2012
                                                                                                                                                      • Where Consumers Purchase Sports Drinks

                                                                                                                                                        • Key points
                                                                                                                                                          • Young adults purchase while on the go
                                                                                                                                                              • Figure 51: Retailers where sports drinks are purchased, by age, May 2012
                                                                                                                                                              • Figure 52: Retailers where sports drinks are purchased, by presence of children in household, May 2012
                                                                                                                                                          • Consumer Motivations

                                                                                                                                                            • Key points
                                                                                                                                                              • Water is sports drinks’ main competition
                                                                                                                                                                  • Figure 53: Reasons for not drinking sports drinks, by gender, May 2012
                                                                                                                                                                  • Figure 54: Reasons for not drinking sports drinks, by presence of children in household, May 2012
                                                                                                                                                                • Not just for before, during, or after exercise
                                                                                                                                                                    • Figure 55: Reasons for drinking sports drinks, by age, May 2012
                                                                                                                                                                  • Milk and coconut water still relatively unknown
                                                                                                                                                                      • Figure 56: Attitudes regarding sports drinks, by age, May 2012
                                                                                                                                                                  • Lifestyles of Sports Drinks Users

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Many sports drinks users are active, but some love their couches
                                                                                                                                                                        • Figure 57: Lifestyles of sports drinks users, by purchase and use of sports drinks, last three months, May 2012
                                                                                                                                                                        • Figure 58: Lifestyles of sports drinks users, by gender, May 2012
                                                                                                                                                                        • Figure 59: Lifestyles of sports drinks users, by age, May 2012
                                                                                                                                                                      • Exercise routine levels
                                                                                                                                                                        • Figure 60: Lifestyles of sports drinks users in the last three months, by purchase and use of sports drinks, May 2012
                                                                                                                                                                        • Figure 61: Lifestyles of sports drinks users, by age, May 2012
                                                                                                                                                                        • Figure 62: Lifestyles of sports drinks users, by education, May 2012
                                                                                                                                                                    • Impact of Race and Hispanic Origin

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Purchase and use of sports drinks
                                                                                                                                                                          • Figure 63: Thirst quencher and sports/activity drink consumption, by race/Hispanic origin, January 2011-March 2012
                                                                                                                                                                          • Figure 64: Quantities of thirst quenchers, sports, activity drinks consumed, by race/Hispanic origin, January 2011-March 2012
                                                                                                                                                                          • Figure 65: Motivations for buying sports drinks, by race/Hispanic origin, May 2012
                                                                                                                                                                          • Figure 66: Retailers where sports drinks are purchased, by race/Hispanic origin, May 2012
                                                                                                                                                                          • Figure 67: Lifestyles of sports drinks users, by race/Hispanic origin, May 2012
                                                                                                                                                                          • Figure 68: Lifestyles of sports drinks users, by race/Hispanic origin, May 2012
                                                                                                                                                                      • Custom Consumer Groups

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Overview
                                                                                                                                                                            • Men with children are most active
                                                                                                                                                                                • Figure 69: Lifestyles of adults, by gender and presence of children in household, May 2012
                                                                                                                                                                                • Figure 70: Lifestyles of sports drinks users, by gender and presence of children in household, May 2012
                                                                                                                                                                                • Figure 71: Lifestyles of sports drinks users, by gender and presence of children in household, May 2012
                                                                                                                                                                              • Level of exercise intensity
                                                                                                                                                                                  • Figure 72: Purchase, use of sports drinks in the last three months, by level of exercise routine, May 2012
                                                                                                                                                                                  • Figure 73: Reasons for not drinking sports drinks, by level of exercise routine, May 2012
                                                                                                                                                                                  • Figure 74: Reasons for drinking sports drinks, by level of exercise routine, May 2012
                                                                                                                                                                              • SymphonyIRI Group Builders Panel Data

                                                                                                                                                                                  • Overview of sports drinks
                                                                                                                                                                                    • SS non-aseptic sports drinks
                                                                                                                                                                                      • Consumer insights on key purchase measures—SS non-aseptic sports drinks
                                                                                                                                                                                        • Brand map
                                                                                                                                                                                          • Figure 75: Brand map, selected brands of SS non-aseptic sports drinks, by household penetration, 2011*
                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                            • Figure 76: Key purchase measures for the top brands of SS non-aseptic sports drinks, by household penetration, 2011*
                                                                                                                                                                                        • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                          • Sports/activity drink consumption
                                                                                                                                                                                            • Figure 77: Thirst quencher and sports/activity drink consumption, by region, January 2011-March 2012
                                                                                                                                                                                          • Adult trend analysis
                                                                                                                                                                                            • Figure 78: Thirst quencher and sports/activity drink consumption, February 2007-March 2012
                                                                                                                                                                                            • Figure 79: Quantities of thirst quenchers, sports, activity drinks consumed, February 2007-March 2012
                                                                                                                                                                                          • Teens trend analysis
                                                                                                                                                                                            • Figure 80: Thirst quencher and sports/activity drink consumption, October 2007-November 2011
                                                                                                                                                                                          • Reasons for not drinking sports drinks
                                                                                                                                                                                            • Figure 81: Reasons for not drinking sports drinks, by age, May 2012
                                                                                                                                                                                            • Figure 82: Reasons for not drinking sports drinks, by household income, May 2012
                                                                                                                                                                                          • Reasons for drinking sports drinks
                                                                                                                                                                                            • Figure 83: Reasons for drinking sports drinks, by presence of children in household, May 2012
                                                                                                                                                                                          • Lifestyles of adults
                                                                                                                                                                                            • Figure 84: Lifestyles of adults, by gender, May 2012
                                                                                                                                                                                            • Figure 85: Lifestyles of adults, by age, May 2012
                                                                                                                                                                                          • Lifestyles of sports drinks users
                                                                                                                                                                                            • Figure 86: Lifestyles of sports drinks users, by presence of children in household, May 2012
                                                                                                                                                                                          • Exercise routines of sports drinks users
                                                                                                                                                                                            • Figure 87: Lifestyles of sports drinks users, by presence of children in household, May 2012
                                                                                                                                                                                        • Appendix—SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                            • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                              • Coca-Cola Company (The)
                                                                                                                                                                                              • Gatorade
                                                                                                                                                                                              • PepsiCo Inc

                                                                                                                                                                                              The US Sports Drink Market - September 2012

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