2022
9
US Sports and Performance Drinks Market Report 2022
2022-04-14T04:03:18+01:00
OX1101687
3695
150506
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Report
en_GB
"While the increased demand for functional nutrition seems as if it would benefit the sports and performance drink category, the growth in functional claims across food and drink categories not…

US Sports and Performance Drinks Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“While the increased demand for functional nutrition seems as if it would benefit the sports and performance drink category, the growth in functional claims across food and drink categories not only increases competition, it blurs category lines. Brands can respond in two directions: by doubling down on fitness, claiming specific and unmatched expertise in physical performance and/or by expanding positioning beyond fitness to latch on to those interested in general wellness lifestyles.”

– Mimi Bonnett, Senior Director – Food and Drink

This report will look at the following areas:

  • Reasons for consuming sports and performance drinks.
  • Barriers to sports and performance drink consumption.
  • Claims important in sports and performance drink choice.
  • Desired protein and sugar totals sought in sports and performance drinks.
  • Sports and performance drink purchase behavior.

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
            • COVID-19: US context
              • Economic and other assumptions
              • Executive Summary

                  • Top takeaways
                    • Market overview
                      • Figure 1: Total US sales and fan chart forecast of sports and performance drinks, at current prices, 2016-26
                      • Figure 2: Category outlook, 2022-27
                    • Opportunities and challenges
                      • Category adoption is limited by lack of relevance
                        • Figure 3: Barriers to use, 2022
                      • Sugar control will appeal to non-users and users alike
                        • Figure 4: Attitudes toward sports and performance drinks – Sugar, 2022
                      • Brand influence poised to shrink overall with performance drink expansion
                        • Figure 5: Important attributes, by drink type, 2022
                      • Boosting sales can come from expanding ranges beyond flavor
                        • Figure 6: Repertoire of sports and performance drink consumption, 2022
                      • Key consumer insights
                      • Market Size and Forecast

                        • Gains slow in 2022, yet set to ramp back up
                          • Figure 7: Total US sales and fan chart forecast of sports and performance drinks, at current prices, 2016-26
                          • Figure 8: Total US retail sales and forecast of sports and performance drinks, at current prices, 2016-26
                          • Figure 9: Total US retail sales and forecast of sports and performance drinks, at inflation-adjusted prices, 2016-26
                      • Segment Performance

                        • Sports drinks thrived in pandemic, performance drinks saw 2021 spike
                          • Figure 10: Total US retail sales and forecast of sports and performance drinks, by segment, at current prices, 2016-26
                        • Supermarkets gained on convenience channels
                          • Figure 11: US sales of sports and performance drinks, by channel, at current prices, 2016-21
                      • Market Factors

                        • Majority of US adults consider themselves regular exercisers
                          • Figure 12: Exercise segmentation, 2021
                          • Figure 13: Exercise segmentation, by gender, 2021
                          • Figure 14: Exercise segmentation, by age, 2021
                        • Four in 10 adults have made exercise a higher priority
                          • Figure 15: Changing health priorities – Higher priority, 2021
                        • Functional frenzy primes audience, but stiffens competition
                          • Figure 16: Consumption of drinks with select benefit claims – Any functional benefit, by gender and age, 2021
                          • Figure 17: Consumption of drinks with select benefit claims, 2021
                        • Performance drinks segment is a plant-based desert
                          • Figure 18: Eating habits compared to a year ago, 2021
                          • Figure 19: Sports and performance drink launches, by protein type, 2019-22*
                        • Pandemic amplifies obesity, reinvigorates need for solutions
                          • Figure 20: Age-adjusted prevalence of overweight and obesity among people aged 20 or older, 2001-02 to 2017-18
                        • Aging population necessitates targeted support; start early
                          • Figure 21: Population by generation, 2016-26
                        • Rising food prices may result in streamlining of shopping lists
                          • Figure 22: Changes in consumer price indexes for food, 2019-22
                        • Category can meet the needs of flexible work/school routines
                        • Market Share and Key Players

                          • Coca-Cola’s Bodyarmor acquisition boosts its category share to 26%
                            • Weakening of big brands could compromise category’s unique selling proposition
                              • Sales of sports and performance drinks by company
                                • Figure 23: Share of multi-outlet sales of sports and performance drinks, by leading companies, 52 weeks ending December 26, 2021
                                • Figure 24: Multi-outlet sales of sports and performance drinks, by leading companies, rolling 52 weeks 2020 and 2021
                              • Company/brand sales by segment
                                • G-Zero continued success points to need to address sugar concerns
                                  • Bodyarmor edges toward Powerade
                                    • Figure 25: Sports drink launches ranked by purchase intent, March 2021-February 2022
                                  • “Other” sports drink brands doubled MULO share from 2020-21
                                    • Figure 26: Multi-outlet sales of sports drinks, by leading companies and brands, rolling 52 weeks 2020 and 2021
                                  • Celsius holdings grabs seven share points with zero sugar
                                    • CorePower promotes real milk protein
                                      • Private label performance is evidence of interest in accessibility
                                        • Figure 27: Multi-outlet sales of performance drinks, by leading companies and brands, rolling 52 weeks 2020 and 2021
                                    • Competitive Strategies and Market Opportunities

                                      • Natural claims remain an opportunity
                                        • Figure 28: Sports and performance drink launches, by leading claims, 2019-22*
                                      • Lean into lifestyle to improve relevance
                                        • Alani Nu recognizes the love of pets
                                          • Figure 29: Alani Nu: Line extensions, 2022
                                        • Liquid I.V. doesn’t overlook skin fitness
                                          • Figure 30: Liquid I.V.: Skincare bundle, 2022
                                        • eSports are sports too
                                          • Figure 31: Gatorade: “The Road to the Dunk,” 2022
                                        • Support inclusive fitness
                                        • The Sports and Performance Drinks Consumer – Fast Facts

                                          • Majority of US adults participate in the category, most drink sports drinks
                                            • Segments have specific draws, energy has wide appeal
                                              • Performance drinks are the workout aperitif, sports drinks are the chaser
                                                • Sports drink choice driven by flavor, performance drinks by protein
                                                  • Reducing sugar will appeal to users and non-users alike
                                                  • Sports and Performance Drink Consumption

                                                    • Three quarters of US adults drink sports and/or performance drinks
                                                      • Figure 32: Sports and performance drink consumption, 2022
                                                      • Figure 33: Sports and performance drink consumption, by exercise level, 2022
                                                      • Figure 34: Sports and performance drink consumption, 2020-21
                                                    • Expanding range can help boost sales
                                                      • Figure 35: Repertoire of sports and performance drink consumption, 2022
                                                    • Only half of sports drink users drink performance drinks
                                                      • Figure 36: Sports and performance drink consumption, by sports and performance drink consumption, 2022
                                                    • Performance drink segment primes users for maximum engagement
                                                      • Figure 37: Sports and performance drink consumption frequency, 2022
                                                    • Men overindex in category participation
                                                      • Figure 38: Sports and performance drink consumption, by gender, 2022
                                                    • Performance drinks underperforming among 18-24s
                                                      • Figure 39: Sports and performance drink consumption, by age, 2022
                                                  • Reasons for Use

                                                    • Sports drinks used for replenishment, performance drinks for boosts
                                                      • Figure 40: Reasons for use, by drink type, 2022
                                                    • Athletes/regular exercisers look for boosts, casual users look for thirst quenching
                                                      • Figure 41: Reasons for use, by exercise level, 2022
                                                    • Workout positioning will resonate with men
                                                      • Figure 42: Reasons for use, by gender, 2022
                                                    • Older consumers look for essentials, younger drinkers want shortcuts
                                                      • Figure 43: Reasons for use, by age, 2022
                                                  • Purchase Behavior

                                                    • Purchase location
                                                      • Mass channels should consider specialization
                                                        • Figure 44: Purchase behavior – Purchase location, by drink type, 2022
                                                        • Figure 45: Purchase behavior – Purchase location, by exercise level, 2022
                                                      • Reach younger shoppers at convenience channels
                                                        • Figure 46: Purchase behavior – Purchase location, by age, 2022
                                                      • As needed/storage
                                                        • Sports drinks are more likely to be purchased as needed
                                                          • Figure 47: Purchase behavior – As needed/storage, by drink type, 2022
                                                          • Figure 48: Purchase behavior – As needed/storage, by exercise level, 2022
                                                        • Pack size
                                                          • Single servings edge out larger sizes with the exception of athletes
                                                            • Figure 49: Purchase behavior – Pack size, by drink type, 2022
                                                            • Figure 50: Purchase behavior – Pack size, by exercise level, 2022
                                                          • Small sizes appeal to older shoppers
                                                            • Figure 51: Purchase behavior – Pack size, by age, 2022
                                                        • Sports and Performance Drink Occasions

                                                          • Performance drinks are sought pre-workout, sports drinks meet needs after
                                                            • Figure 52: Sports and performance drink occasions, 2022
                                                          • Location
                                                            • Reach target consumers where they are
                                                              • Figure 53: Sports and performance drink occasions – Location, by age, 2022
                                                            • Meal
                                                              • Small formats can meet younger drinkers’ usage needs
                                                                • Figure 54: Sports and performance drink occasions – Meal, by age, 2022
                                                              • Athletes are a strong target for a range of formats
                                                                • Figure 55: Sports and performance drink occasions – Meal, by exercise level, 2022
                                                              • Exercise
                                                                • Men are open to post-workout performance drinks
                                                                  • Figure 56: Sports and performance drink occasions – Exercise, by gender, 2022
                                                              • Barriers to Use

                                                                • Category can gain relevance by broadening scope of performance
                                                                  • Figure 57: Barriers to use, 2022
                                                                • Regular exercisers wary of nutritionals
                                                                  • Figure 58: Barriers to use, by exercise level, 2022
                                                                • Men need proven efficacy, women don’t like the taste
                                                                  • Figure 59: Barriers to use, by gender, 2022
                                                                • Older consumers turn elsewhere for fitness needs
                                                                  • Figure 60: Barriers to use, by age, 2022
                                                              • Important Attributes

                                                                • Protein is a key choice factor for performance drink users
                                                                  • Figure 61: Important attributes, by drink type, 2022
                                                                  • Figure 62: Purchase behavior – Ingredients, by drink type, 2022
                                                                  • Figure 63: Purchase behavior – Ingredients, by exercise level, 2022
                                                                • Athletes prioritize protein, less concerned about artificial ingredients
                                                                  • Figure 64: Important attributes, by exercise level, 2022
                                                                • Women look out for flavor, calories
                                                                  • Figure 65: Important attributes, by gender, 2022
                                                                • Youngest adults are price sensitive
                                                                  • Figure 66: Important attributes, by age, 2022
                                                              • Attitudes toward Sports and Performance Drinks

                                                                • Sugar and sweeteners
                                                                  • Consumers are open to reducing sweetness
                                                                    • Figure 67: Attitudes toward sports and performance drinks – Sugar, 2022
                                                                    • Figure 68: Sports and performance drink launches, by sugar type, 2019-22*
                                                                  • Youngest adults driven by sweet tooth
                                                                    • Figure 69: Attitudes toward sports and performance drinks – Sugar, by gender, 2022
                                                                  • Athletes understand role of sugar, but would like to see less of it
                                                                    • Figure 70: Attitudes toward sports and performance drinks – Sugar, by exercise level, 2022
                                                                  • Efficacy/health/environment
                                                                    • Sports drinks seen as more hydrating than water
                                                                        • Figure 71: Liquid I.V.: TGIF LIV Fam, 2022
                                                                        • Figure 72: Attitudes toward sports and performance drinks – Efficacy/health/environment, 2022
                                                                      • A third of men are sceptical of efficacy of natural ingredients
                                                                        • Figure 73: Attitudes toward sports and performance drinks – Efficacy/health/environment, by gender, 2022
                                                                      • Flavor innovation can be a way in for 25-44s
                                                                        • Figure 74: Attitudes toward sports and performance drinks – Efficacy/health/environment, by age, 2022
                                                                        • Figure 75: Sports and performance drink launches, by leading flavors, 2019-22*
                                                                      • Category strengths and weaknesses are magnified among athletes
                                                                        • Figure 76: Attitudes toward sports and performance drinks – Efficacy/health/environment, by exercise level, 2022
                                                                      • Dads are strong targets for kids’ drinks
                                                                        • Figure 77: Attitudes toward sports and performance drinks good for kids, by parental status, 2022
                                                                      • Brand
                                                                        • Big brands don’t have a monopoly on quality
                                                                          • Figure 78: Attitudes toward sports and performance drinks – Brand, 2022
                                                                        • Big brands have their loyalists in engaged users
                                                                          • Figure 79: Attitudes toward sports and performance drinks – Brand, by gender, 2022
                                                                          • Figure 80: Attitudes toward sports and performance drinks – Brand, by age, 2022
                                                                          • Figure 81: Attitudes toward sports and performance drinks – Brand, by age, 2022
                                                                      • Amount of Sugar and Protein Sought

                                                                        • Sugar
                                                                          • Performance drink users have a higher tolerance for sugar
                                                                            • Figure 82: Amount of sugar sought per serving, 2022
                                                                            • Figure 83: Sports and performance drink launches, by average sugar, 2019-22*
                                                                          • Low sugar is especially important among women
                                                                            • Figure 84: Amount of sugar sought per serving, by gender, 2022
                                                                          • A third of sports drink users 55+ want less than 1g sugar per serving
                                                                            • Figure 85: Amount of sugar sought per serving, by age, 2022
                                                                          • Athletes want low sugar sports drinks
                                                                            • Figure 86: Amount of sugar sought per serving, by exercise level, 2022
                                                                          • Protein
                                                                            • Protein sweet spot is 5g-14g per serving
                                                                              • Figure 87: Amount of protein sought per serving, 2022
                                                                            • Appealing to athletes doesn’t require highest protein reaches
                                                                              • Figure 88: Amount of protein sought per serving, by exercise level, 2022
                                                                              • Figure 89: Sports and performance drink launches, by average protein, 2019-22*
                                                                            • Close to one in five male performance drink users want 20g protein/serving
                                                                              • Figure 90: Amount of protein sought per serving, by gender, 2022
                                                                            • Consider protein in appeals to 55+
                                                                              • Figure 91: Amount of protein sought per serving, by age, 2022
                                                                          • Sports and Performance Drink Upgrades

                                                                            • Performance drink users are more willing to pay for upgrades
                                                                              • Figure 92: Sports and performance drink upgrades, by drink type, 2022
                                                                            • Top upgrades of interest resonate across fitness levels
                                                                              • Figure 93: Sports and performance drink upgrades, by exercise level, 2022
                                                                            • Women will invest in natural, men in custom formulations
                                                                              • Figure 94: Sports and performance drink upgrades, by gender, 2022
                                                                            • Custom formulations can help with appeal across age groups
                                                                              • Figure 95: Sports and performance drink upgrades, by age, 2022
                                                                          • Appendix – Data Sources and Abbreviations

                                                                            • Data sources
                                                                              • Sales data
                                                                                • Forecast
                                                                                  • Consumer survey data
                                                                                    • Abbreviations and terms
                                                                                      • Abbreviations
                                                                                      • Appendix – The Market

                                                                                          • Figure 96: Total US retail sales and forecast of sports drinks, at current prices, 2016-26
                                                                                          • Figure 97: Total US retail sales and forecast of sports drinks, at inflation-adjusted prices, 2016-26
                                                                                          • Figure 98: Total US retail sales and forecast of performance drinks, at current prices, 2016-26
                                                                                          • Figure 99: Total US retail sales and forecast of performance drinks, at inflation-adjusted prices, 2016-26
                                                                                          • Figure 100: US supermarket sales of sports and performance drinks, at current prices, 2016-21
                                                                                          • Figure 101: US convenience store sales of sports and performance drinks, at current prices, 2016-21
                                                                                          • Figure 102: US sales of sports and performance drinks through other retail channels, at current prices, 2016-21
                                                                                      • Appendix – Companies and Brands

                                                                                          • Figure 103: Multi-outlet sales of sports and performance drinks, by leading companies, rolling 52 weeks 2020 and 2021

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