2023
9
US Sports and Performance Drinks Market Report 2023
2023-03-02T03:06:11+00:00
OX1157867
3695
160980
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Report
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“Sports and performance drink brands may be working to distance their image from exercise, but ultimately still find themselves using fitness identity as a reference point for marketing. Whether appealing…

US Sports and Performance Drinks Market Report 2023

£ 3,695 (Excl.Tax)

Description

This report covers the sports and performance drinks industry in extensive detail. Inside you’ll find statistics on the market, the consumer, and key players, with expert analysis to bring it all together. Opportunities and competitive strategies for brands are revealed throughout this report. Read on to discover some of our expert insights from the report.

Market Overview

Sports and performance drinks are thriving, with the industry showing 18% growth to reach $14.9 billion in 2022,  driven by consumers settling into new routines and managing tighter budgets. This market report reveals how marketing parameters are widening to reach more consumers through layered functionality and inclusive marketing.

Sports Drink Market Trends

This report finds that the demand for natural and clean-label (eg no artificial ingredients) sports drinks is growing, with athletes driving much of the growth. This is an inclusive trend that has seen engagement from less-active consumers as well, which signals a wider appeal for natural sports drinks.

Whether buying a sports or performance drink, consumers are increasingly interested in these clean label attributes, particularly among those who exercise and don’t already use sports/performance drinks. For an insight into how to capitalise on this trend, jump to the next section.

  • Sports drink consumption trends: 46% of athletes drank sports drinks in the past six months, yet consumption is increasing among non-athletes. Most notably, from 7% to 11% for those who don’t exercise at all.
  • Clean label curiosity: 38% of “Casual Quenchers” would pay more for sports/performance drinks if they had clean label attributes, revealing the potential to appeal to this market (see Opportunities).

Opportunities for Drink Brands

Brands in the sports drinks industry have an opportunity to capitalise on clean label features and natural sweeteners to appeal to the majority of sports and performance drinks consumers, who are willing to pay more for layered benefits and a connection to nature. Stacked functions beyond sports performance are especially attractive to Casual Quenchers, the largest group of category participants as defined in our audience segmentation in this report.

For a comprehensive list of opportunities and competitive strategies in the sports and performance drinks industry, buy the full report. You can also take a look at our energy drinks market report, or browse our extensive drinks market research.

Topics Analysed in This Report

  • Key factors influencing the sports and performance drink industry.
  • Players and strategies within the sports and performance drink space.
  • Sports and performance drink consumption patterns.
  • Reasons for and barriers to consumption.
  • Sought-after product features and quality indicators.
  • Attitudes toward sports and performance drinks.

Products and Key Players

Products covered: Sports drinks – liquid drinks and drink mixes designed specifically to help people perform and recover better from physical activity (eg Gatorade or Powerade) and Performance drinks – liquid drinks and drink mixes marketed for enhanced sports performance, including both pre/ post-workout beverages and performance protein drinks (eg Muscle Milk, Core Power).

Key players: PepsiCo is the market leader in Sports and Performance Drinks, followed by Coca Cola, with Gatorade, and Powerade/Propel, in sports drinks, respectively. However, “other” brands are rising in popularity in the Performance Drinks segment, such as 1440 foods with Body Fortress and Pure Protein, Glanbia PLC with Optimum Nutrition, Iovate Health Sciences International Inc with Six Star Pro Nutrition and Muscle Tech, and more analysed in the full report.

Expert Analysis from a Drinks Specialist

This report, written by Adriana Chychula, a leading drinks analyst, delivers in-depth commentary and analysis to highlight current trends in the sports and performance drink market and add expert context to the numbers.

Sports and performance drink brands may be working to distance their image from exercise, but ultimately still find themselves using fitness identity as a reference point for marketing. Whether appealing to less active consumers through the promise of refreshment or to fitness-oriented consumers looking for an edge, offering layered functionality not only centers both extremes’ attention but also provides long-term insurance against fickle exercise habits.

Adriana Chychula, Food, Drink, and Nutrition Analyst

 

Adriana Chychula
Analyst, Food, Drink & Nutrition

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas:
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of sports and performance drinks, at current prices, 2017-27
      • Figure 2: Category outlook, 2023-28
    • Opportunities and challenges
    • Layer functional offerings to expand interest beyond typical demographic targets
      • Figure 3: Willingness to pay more for sports/performance drink attributes, by exercise habits, 2022
    • Adapt to evolving clean-label landscape…
      • Figure 4: Willingness to pay more for sports/performance drink attributes, by consumer segmentation, 2022
    • …but maintain strategic communications around synthetic ingredients, efficacy
      • Figure 5: Willingness to pay more for sports/performance drink attributes, by consumer segmentation, 2022
  3. Market Size and Forecast

    • Sports and performance drink sales continue upward trajectory
      • Figure 6: Total US sales and fan chart forecast of market, at current prices, 2017-27
      • Figure 7: Total US retail sales and forecast of sports and performance drinks, at current prices, 2017-27
  4. Segment Performance

    • Consumer habits, inflation carry both sports and performance drinks forward
      • Figure 8: Total US retail sales and forecast of sports drinks, at current prices, 2017-27
      • Figure 9: Total US retail sales and forecast of sports drinks, at current prices, 2017-27
    • Convenience stores widen lead over supermarkets
      • Figure 10: Total US retail sales of sports and performance drinks, by channel, at current prices, 2017-22
  5. Market Factors

    • Sports/performance drink appeal stronger than financial pressures
      • Figure 11: Changes in sports/performance drink consumption, by financial health, 2022
    • Fickle exercise dedication points to white space
      • Figure 12: Exercise habits, 2021-22
      • Figure 13: Willingness to pay more for sports/performance drink attributes, by exercise habits, 2022
    • Sugar acceptance draws unconventional perspective for sports/performance drinks
      • Figure 14: Select attitudes toward sports and performance drinks, by consumer segmentation 2022
  6. Market Share/Key Players

    • Brand names still dominate, but slipping to “others”
    • Sales of sports and performance drinks by company
      • Figure 15: Sales of sports and performance drinks, by company, 2021 and 2022
    • Company/brand sales by segment
    • “Other” sports drink brands continue market share advancements against big names
      • Figure 16: Multi-outlet sales of sports drinks, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 17: Propel product releases, 2022
    • Core Power, Optimum Nutrition stand out as other big performance brands lose share
      • Figure 18: Multi-outlet sales of performance drinks, by leading companies and brands, rolling 52 weeks 2021 and 2022
  7. Competitive Strategies and Market Opportunities

    • “Emerging” brands work to redefine “performance” for everyday consumer
      • Figure 19: AriZona Iced Tea Instagram post, 2022
      • Figure 20: Local Weather Instagram post, 2022
      • Figure 21: BioSteel Facebook post, 2022
    • Legacy brands give “clean” makeover through recognizable ingredients
      • Figure 22: Sports drink releases featuring “naturally” sourced ingredients, 2022
    • Amped up nutrition can improve positive perceptions
      • Figure 23: Examples of ingredient upgrades, 2022
    • Bold aesthetics match bold spirit of sports/performance drinks
      • Figure 24: Aesthetically designed sports/performance drink releases, 2022
    • Internet personalities leverage platforms to break into sports/performance space
      • Figure 25: Prime Hydrate Twitter post, 2023
  8. The Sports and Performance Drink Consumer: Fast Facts

    • Consumers are still purchasing sports and performance drinks amid inflation
    • Layered functionality may unite ends of consumer spectrums
    • Synthetic ingredients’ relevance amid clean-label trends shows consumers just want control
  9. The Sports and Performance Drink User – Consumer Segmentation

      • Figure 26: Sports and performance drink consumer segmentation, 2022
      • Figure 27: Exercise habits, by consumer segmentation, 2022
    • Casual Quenchers
    • Habitual Drinkers
    • Label Readers
    • Athletic Edge-Seekers
  10. Sports and Performance Drink Consumption

    • Natural drinks gain momentum as category participation slips
      • Figure 28: Sports and performance drink consumption, 2021-22
      • Figure 29: Repertoire of sports/performance drinks, 2021-22
    • Traditional sports drinks are utilitarian
      • Figure 30: Sports and performance drink consumption, by exercise habits, 2022
    • Athletes driving much of natural sports drink growth, but net is inclusive
      • Figure 31: Natural sports drink consumption, by exercise habits, 2021-22
  11. Sports and Performance Drink Consumption Frequency

    • Engagement is tied to product variety
      • Figure 32: Repertoire of sports/performance drinks, by frequency of consumption, 2022
    • Consumers with limited repertoires
    • Consumers with mid-range repertoires
    • Consumers with broad repertoires
  12. Change in Consumption

    • Increased consumption more than doubles reduction
      • Figure 33: Changes in sports and performance drink consumption, 2022
    • Reward allegiance among younger users
      • Figure 34: Changes in sports and performance drink consumption, by age and gender, 2022
    • Balance proactive and reactive messaging
      • Figure 35: Sports and performance drink consumption, by males 18-54 consuming more or the same, 2022
    • Powerful hydration connects both segments
      • Figure 36: Reasons for increased sports/performance drink consumption, by product type, 2022
    • …yet hydration will be tested by h2o
      • Figure 37: Reasons for decreased sports/performance drink consumption, 2022
    • Break beyond ties to exercise
      • Figure 38: Reasons for increased sports/performance drink use, by product type, by exercise habits, 2022
    • Athletes pursuing an edge look for viable replacement products
      • Figure 39: Reasons for increased sports/performance drink use, by consumer segmentation and exercise habits, 2022
  13. Reasons for Sports and Performance Drink Use

    • Both sports and performance products filling more hydration needs
      • Figure 40: Reasons for sports/performance drink use, by product type, 2022
    • Expand outreach to seniors with basic functions that support aging
      • Figure 41: Reasons for sports/performance drink use, by sports drink use, by gender and age, 2022
    • Vitamin/mineral offerings appeal broadly across lifespan
      • Figure 42: Reasons for sports/performance drink use, by performance drink use, by gender and age, 2022
    • Performance brands: look beyond the obvious targets
      • Figure 43: Reasons for sports/performance drink use, by performance product use, by consumer segmentation, 2022
  14. Barriers to Sports/Performance Drink Use

    • Defy stereotypes to soften image barriers
      • Figure 44: Barriers to sports/performance drink use, 2022
    • Clean-label demands raising expectations to physically active non-users
      • Figure 45: Barriers to sports/performance drink use, by exercise habits, 2022
  15. Sports/Performance Drink Quality Indicators

    • Performance drinks: nail the nutritionals
      • Figure 46: Sports/performance drink quality indicators, by product type, 2022
    • Shouting out intended use, electrolytes may help casual users make decisions
      • Figure 47: Sports/performance drink quality indicators, by sports drink use, by consumer segmentation, 2022
    • Names carry weight with fitness-focused performance drinkers
      • Figure 48: Sports/performance drink quality indicators, by performance drink use, by consumer segmentation, 2022
    • Sugar in sports drinks raises similar alarms universally
      • Figure 49: Sports/performance drink quality indicators, by sports drink use, by gender and age, 2022
    • Performance brands expanding to younger women: be conscious of diet culture
      • Figure 50: Sports/performance drink quality indicators, by performance drink use, by gender and age, 2022
  16. Interest in Sports/Performance Drink Attributes

    • Consumers want more benefits for their buck
      • Figure 51: Willingness to pay for sports/performance drink attributes, by product type, 2022
    • Layered benefits present added value across financial health spectrum
      • Figure 52: Willingness to pay for sports/performance drink attributes, by financial health, 2022
    • “Clean” products with layered functionality = premium
      • Figure 53: TURF analysis of interest in sports/performance drink attributes, 2022
    • Edge-seeking consumers make room for synthetic ingredients with purpose
      • Figure 54: Willingness to pay for sports/performance drink attributes, by consumer segmentation, 2022
  17. Attitudes Toward Sports and Performance Drinks

    • Consumers continue pushing realness, sugar to the forefront
      • Figure 55: Attitudes toward sports and performance drinks, 2022
    • Be clear about consumer target when formulating, marketing
      • Figure 56: Select attitudes toward sports and performance drinks, by consumer segmentation, 2022
    • Challenger brands have a higher chance with less results-driven consumers
      • Figure 57: Select attitudes toward sports and performance drinks, by consumer segmentation, 2022
    • Younger men and women have similar core nutrition attitudes in sports drinks; different measures of trust
      • Figure 58: Select attitudes toward sports and performance drinks, by sport drink use, by gender and age, 2022
    • Encourage repertoire expansion with exciting flavors
      • Figure 59: Select attitudes toward sports and performance drinks, by exercise habits, 2022
      • Figure 60: Flavor landscape for sports drinks in USA, 2023
    • Synthetic ingredients still relevant amid clean-label sweep
      • Figure 61: Select attitudes toward sports and performance drinks, by product type, by age and gender, 2022
  18. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  19. Appendix – TURF Methodology

  20. Appendix – Consumer Segmentation

      • Figure 62: Attitudes toward sports/performance drinks, by consumer segmentation, 2023
  21. Appendix – The Consumer

      • Figure 63: Reasons for sports/performance drink consumption, by men ages 18-54 consuming more often or the same compared to last year, 2022
      • Figure 64: Reasons for sports/performance drink use, by product type, 2022
  22. Appendix – The Market

      • Figure 65: Total US retail sales and forecast of sports and performance drinks, at inflation-adjusted prices, 2017-27
      • Figure 66: Average annual household spending on sports and performance drinks, 2017-22
      • Figure 67: Total US retail sales and forecast of sports and performance drinks, at inflation-adjusted prices, 2017-27
      • Figure 68: Total US retail sales and forecast of sports drinks, at inflation-adjusted prices, 2017-27
      • Figure 69: Total US retail sales and forecast of performance drinks, at inflation-adjusted prices, 2017-27
      • Figure 70: Total US retail sales of sports and performance drinks, by channel, at current prices, 2020 and 2022

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