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Nutrition and Performance Drinks - US - March 2018

"Sales of nutrition and performance drinks held steady in 2017. Consumer interest in health and in products that provide functional benefits spelled gains in recent years. A relatively positive economic climate has allowed consumers to spend more on drinks that promise added value. A slowdown is seen in 2017 due to competing categories getting into the functional space, sometimes with cleaner formulations, inherent function, and lower sugar totals. Nutrition and performance drinks will need to stake their claim as effective providers of functionality and develop cleaner formulations to appeal to consumers’ pursuit of healthy eating."
- Beth Bloom, Associate Director - Food & Drink

This Report looks at the following areas:

  • Dollar sales of nutrition and performance drinks slow
  • Many consumers think products in the category are too high in sugar
  • Few consumers think products in the category deliver on promised claims

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Dollar sales of nutrition and performance drinks slow
            • Figure 1: Total US sales and fan chart forecast of nutrition and performance drinks, at current prices, 2012-22
          • 37% of consumers think products in the category are too high in sugar
            • Figure 2: Nutrition and performance drink statements – Challenges, by consumption, December 2017
          • Only 15% of consumers think products in the category deliver on promised claims
            • Figure 3: Nutrition and performance drink statements – Trust, December 2017
          • The opportunities
            • Close to a third of consumers have increased consumption of nutrition/performance drinks
              • Figure 4: Change in consumption, December 2017
            • Growth in non-dairy protein in nutritional/weight loss segments
              • Figure 5: Nutrition and performance drinks launches, by ingredients – Protein, 2013-17
            • Nutrition and performance drinks need to do a better job of standing out
              • Figure 6: Reasons for consumption, December 2017
            • What it means
            • The Market – What You Need to Know

              • Dollar sales of nutrition and performance drinks slow
                • Sports drinks maintain the largest share of dollar sales, but slipping
                  • All segments are forecast to see continued but slowing growth
                    • Category benefits from sales that span outlets
                    • Market Size and Forecast

                      • Dollar sales of nutrition and performance drinks slow
                        • Figure 7: Total US sales and fan chart forecast of nutrition and performance drinks, at current prices, 2012-22
                        • Figure 8: Total US sales and forecast of nutrition and performance drinks, at current prices, 2012-22
                        • Figure 9: Total US sales and forecast of nutrition and performance drinks, at inflation-adjusted prices, 2012-22
                    • Market Breakdown

                      • Sports drinks continue to represent the largest share of dollar sales in the category
                        • Figure 10: Total US retail sales and forecast of nutrition and performance drinks, by segment, 2012 and 2017 (est)
                      • All segments are forecast to see continued, but slowing, growth
                        • Figure 11: Total US retail sales and forecast of nutrition and performance drinks, by segment, at current prices, 2012-22
                      • The vast majority of drinks are sold at non-supermarket, non-drug store channels
                        • Figure 12: Total US retail sales of nutrition and performance drinks, by channel, at current prices, 2012-2017
                    • Market Perspective

                      • Competing categories successfully make a play for functionality
                      • Market Factors

                        • Three quarters of adults are currently managing their weight
                          • Figure 13: Weight management status, July 2017
                        • 84% of consumers are limiting the amount of sugar in their diet
                          • Legislation grows less sweet on sugar
                            • Diet health may be a stronger focus than exercise
                              • Figure 14: Lifestyle statements, December 2017
                            • Aging population may create need for functional nutrition
                              • Figure 15: Share of population by age, 2013-23
                          • Key Players – What You Need to Know

                            • Top four leaders experience losses while other brands gain
                              • Premier Protein drives gains of nutritional drinks
                                • Nutritional drinks could stand to boost functional claims
                                  • Growth in non-dairy protein
                                    • Sweetener usage varies by segment
                                    • Company and Brand Sales of Nutrition and Performance Drinks

                                      • Top four leaders experience losses while other brands gain
                                        • Sales of nutrition and performance drinks by company
                                          • Figure 16: Multi-outlet sales of nutrition and performance drinks, by leading companies, rolling 52 weeks 2016 and 2017
                                      • What’s Working?

                                        • Premier Protein drives gains of nutritional drinks
                                          • Figure 17: Multi-outlet sales of nutritional drinks, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                        • Performance drinks adopting fruit flavors
                                          • Figure 18: Nutrition and performance drinks launches, by leading flavors, 2013-17
                                          • Figure 19: Nutrition and performance drinks launches, by growing flavors, 2013-17
                                        • Nutritional drinks could stand to boost functional claims
                                          • Figure 20: Nutrition and performance drinks launches, by leading claims, 2013-17
                                        • Most segments move in the right direction toward cleaner formulations
                                          • Figure 21: Nutrition and performance drinks launches, by growing claims, 2013-17
                                        • Growth in non-dairy protein in nutritional/weight loss segments
                                          • Figure 22: Nutrition and performance drinks launches, by ingredients – Protein, 2013-17
                                          • Figure 23: Nutrition and performance drinks launches, by growing protein, 2013-17
                                      • What’s Struggling?

                                        • Sports drink leaders see declines
                                          • Figure 24: Multi-outlet sales of sports drinks, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                        • MULO sales declines of performance drinks driven by big dips among some leading brands
                                          • Figure 25: Multi-outlet sales of performance drinks, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                        • Special K brand see sales decline by nearly a quarter
                                          • Figure 26: Multi-outlet sales of weight-loss drinks, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                        • Sweetener usage varies by segment
                                          • Figure 27: Nutrition and performance drinks launches, by ingredients – Sugar/sweeteners, 2013-17
                                          • Figure 28: Nutrition and performance drinks launches, by growing sugar/sweeteners, 2013-17
                                      • What’s Next?

                                        • A focus on protein quality
                                          • Turmeric offers path toward inherent health
                                          • The Consumer – What You Need to Know

                                            • Sports drinks lead consumption
                                              • 31% of nutrition/performance drink consumers have increased consumption
                                                • While drink types have clear functional association, blurring can be seen
                                                  • Concern over sugar totals challenges category
                                                    • Only 15% of consumers think products in the category deliver on promised claims
                                                      • A quarter of consumers think protein derived from plants is as effective as that from dairy/meat sources
                                                      • Who’s Drinking Nutrition and Performance Drinks?

                                                        • Sports drinks lead consumption
                                                          • Figure 29: Nutrition and performance drink consumption, December 2017
                                                        • Sports and performance drinks
                                                          • Men make up the largest share of sports and performance drink users
                                                            • Figure 30: Share of nutrition and performance drink consumption – Sports and performance drinks, by gender, December 2017
                                                          • More than half of performance drink users are under 35
                                                            • Figure 31: Share of nutrition and performance drink consumption – Sports and performance drinks, by age, December 2017
                                                          • 37% of sports drink users come from households earning less than $50K
                                                            • Figure 32: Share of nutrition and performance drink consumption – Sports and performance drinks, by household income, December 2017
                                                          • Weight loss and nutrition drinks
                                                            • Meal replacement drinks have the strongest chance of resonating with women
                                                              • Figure 33: Share of nutrition and performance drink consumption – Weight loss and nutritional drinks, by gender, December 2017
                                                            • 54% of weight loss drink users are under 35
                                                              • Figure 34: Share of nutrition and performance drink consumption – Weight loss and nutritional drinks, by age, December 2017
                                                            • Fitness is a driver, but not a requirement for category participation
                                                              • Figure 35: Nutrition and performance drink consumption, by lifestyle statements, December 2017
                                                            • Consumption of sports drinks among kids/teens is on the decline
                                                              • Figure 36: Consumption of thirst quencher and sports/activity drinks, by kids/teens, 2013-17
                                                          • Nutrition and Performance Drink Formats Consumed

                                                            • A higher percentage of category participants drink RTD varieties
                                                              • Figure 37: Nutrition and performance drink behaviors – Format, December 2017
                                                            • Only 13% of drinkers drink non-dairy varieties
                                                              • Figure 38: Nutrition and performance drink behaviors – Non-dairy, December 2017
                                                            • Under 35s are strongest market for non-dairy varieties
                                                              • Figure 39: Nutrition and performance drink behaviors – Non-dairy, by age, December 2017
                                                          • Change in Consumption

                                                            • Close to a third of consumers have increased consumption of nutrition/performance drinks
                                                              • Figure 40: Change in consumption, December 2017
                                                            • A quarter of women are drinking more drinks in the category
                                                              • Figure 41: Change in consumption, by gender, December 2017
                                                            • Growing adoption among younger shoppers
                                                              • Figure 42: Change in consumption, by age, December 2017
                                                            • Nutritional drink drinkers are most likely to have increased category participation
                                                              • Figure 43: Change in consumption, by drink type consumed, December 2017
                                                            • Increased consumption is more likely driven by physical activity than healthy eating
                                                              • Figure 44: Change in consumption, by lifestyle statements, December 2017
                                                            • Expansion of plant-based offerings may boost consumption
                                                              • Figure 45: Change in consumption, by plant-based, December 2017
                                                            • Sugar is a challenge to category participation
                                                              • Figure 46: Reasons for drinking less, December 2017
                                                          • Important Attributes

                                                            • Sugar amount is the second most important attribute of interest
                                                              • Figure 47: Important attributes, December 2017
                                                            • Women pay attention to sweeteners; men want products vouched for
                                                              • Figure 48: Important attributes, by gender, December 2017
                                                            • Sugar is generally more of a concern among older users
                                                              • Figure 49: Important attributes, by age, December 2017
                                                            • Protein is important among performance drink consumers
                                                              • Figure 50: Important attributes, by drink type consumed, December 2017
                                                              • Figure 51: Important attributes, by drink type consumed – Sports drinks, December 2017
                                                            • Healthy eaters are most likely to be aware of sugar, artificial ingredients
                                                              • Figure 52: Important attributes, by lifestyle statements, December 2017
                                                          • Reasons for Consumption

                                                            • While drink types have clear functional association, blurring can be seen
                                                              • Sports drinks are overwhelmingly consumed to quench thirst
                                                                • Nutritional drinks appear as a catch-all
                                                                  • Performance drinks are turned to for multiple outcomes
                                                                    • Weight loss drinks users look for more than just weight loss
                                                                      • Figure 53: Correspondence analysis – Reasons for consumption, December 2017
                                                                      • Figure 54: Reasons for consumption, December 2017
                                                                    • Women are significantly more likely than men to use performance and nutritional drinks for meal replacement/weight loss
                                                                      • Figure 55: Reasons for consumption – Performance drinks, by gender, December 2017
                                                                      • Figure 56: Reasons for consumption – Nutritional drinks, by gender, December 2017
                                                                  • Attitudes toward Nutrition and Performance Drinks

                                                                    • Trust
                                                                      • Only 15% of consumers think products in the category deliver on promised claims
                                                                        • Figure 57: Nutrition and performance drink statements – Trust, December 2017
                                                                        • Figure 58: Nutrition and performance drink statements – Trust, by drink type consumed, December 2017
                                                                      • Men are nearly twice as likely as women to think product deliver on claims
                                                                        • Figure 59: Nutrition and performance drink statements – Trust, by gender, December 2017
                                                                      • Younger shoppers are more trusting of products in the category
                                                                        • Figure 60: Nutrition and performance drink statements – Trust, by age, December 2017
                                                                      • Challenges
                                                                        • 37% of consumers think products in the category are too high in sugar
                                                                          • Figure 61: Nutrition and performance drink statements – Challenges, by consumption, December 2017
                                                                        • Weight loss drink consumers exhibit highest concern over ingredients
                                                                          • Figure 62: Nutrition and performance drink statements – Challenges, by consumption, December 2017
                                                                        • Women are particularly critical of sugar, artificial ingredients totals
                                                                          • Figure 63: Nutrition and performance drink statements – Challenges, by gender, December 2017
                                                                        • Artificial ingredients struggle with efficacy
                                                                          • Figure 64: Lifestyle statements – Artificial ingredients, December 2017
                                                                        • Non-dairy
                                                                          • A quarter of consumers think protein derived from plants is as effective as that from dairy/meat sources
                                                                            • Figure 65: Lifestyle statements – Non-dairy, December 2017
                                                                          • Younger consumers and those who engage in higher-intensity workouts have a higher opinion of plant-based options
                                                                            • Figure 66: Lifestyle statements – Non-dairy, by age, December 2017
                                                                            • Figure 67: Lifestyle statements – Non-dairy, by age, December 2017
                                                                        • Appendix – Data Sources and Abbreviations

                                                                          • Data sources
                                                                            • Sales data
                                                                              • Fan chart forecast
                                                                                • Consumer survey data
                                                                                  • Abbreviations and terms
                                                                                    • Abbreviations
                                                                                    • Appendix – The Market

                                                                                        • Figure 68: Total US retail sales and forecast of sports drinks, at current prices, 2012-22
                                                                                        • Figure 69: Total US retail sales and forecast of sports drinks, at inflation-adjusted prices, 2012-22
                                                                                        • Figure 70: Total US retail sales and forecast of performance drinks, at current prices, 2012-22
                                                                                        • Figure 71: Total US retail sales and forecast of performance drinks, at inflation-adjusted prices, 2012-22
                                                                                        • Figure 72: Total US retail sales and forecast of weight loss drinks, at current prices, 2012-22
                                                                                        • Figure 73: Total US retail sales and forecast of weight loss drinks, at inflation-adjusted prices, 2012-22
                                                                                        • Figure 74: Total US retail sales and forecast of nutritional drinks, at current prices, 2012-22
                                                                                        • Figure 75: US retail sales and forecast of nutritional drinks, at inflation-adjusted prices, 2012-22
                                                                                        • Figure 76: US sales of nutrition and performance drinks through other retail channels, at current prices, 2012-17
                                                                                        • Figure 77: US supermarket sales of nutrition and performance drinks, at current prices, 2012-17
                                                                                        • Figure 78: US drug store sales of nutrition and performance drinks, at current prices, 2012-17
                                                                                    • Appendix – Key Players

                                                                                        • Figure 79: Multi-outlet sales of nutrition and performance drinks, by leading companies, rolling 52 weeks 2016 and 2017
                                                                                    • Appendix – The Consumer

                                                                                        • Figure 80: Consumption of thirst quencher and sports/activity drinks, by kids/teens, 2013-17
                                                                                        • Figure 81: Thirst quencher and sports/activity drinks brand consumed, by kids/teens, 2017

                                                                                    Nutrition and Performance Drinks - US - March 2018

                                                                                    £3,435.47 (Excl.Tax)