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Description

Description

"The nearly $9.5 billion market is expected to grow modestly over the next five years, reaching more than $11 billion by 2024. Performance-centric claims and informative messaging can help set brands apart. However, competition from other functional food and drink options (eg water, BFY snack bars) will challenge the market as wellness-minded consumers focus their attention on finding the best products to help them achieve their goals. Unique ingredients and niche targeting will continue to set sports and performance drinks apart from the rest of the BFY pack."
- Madelyn Franz, Research Analyst

This report will look at the following areas:

  • Performance drinks pack a lot of power into a small package
  • Peak performance for all

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • Key trends
            • Performance drinks pack a lot of power into a small package
              • Figure 1: Total US retail sales of sports and performance drinks, by segment, at current prices, 2019
            • Peak performance for all
              • Figure 2: Fitness segmentation
            • The best laid trends can go to waste
              • Figure 3: Drinks consumed, January 2020
            • It’s what’s inside the bottle that counts
              • Figure 4: Purchase motivators, January 2020
            • What it means
            • The Market – What You Need to Know

              • Slow but steady sales could win the race
                • What other categories are at the starting line?
                  • Grocery stores looking for a place on the podium
                  • Market Size and Forecast

                    • Running a marathon, not a sprint
                      • Figure 5: Total US sales and fan chart forecast of market, at current prices, 2014-24
                      • Figure 6: Total US sales and forecast of sports and performance drinks, at current prices, 2014-24
                  • Market Breakdown

                    • Sports drinks quench consumers’ thirst
                      • Figure 7: Total US retail sales of sports and performance drinks, by segment, at current prices, 2019
                      • Figure 8: Total US retail sales and forecast of sports drinks, at current prices, 2014-24
                      • Figure 9: Total US retail sales and forecast of sports drinks, at current prices, 2014-24
                    • Grocery stores clocked a new personal best
                      • Figure 10: Total US retail sales of sports and performance drinks, by channel, at current prices, 2014-19
                  • Market Perspective

                    • BFY is setting up hurdles
                      • BFY beverages
                          • Figure 11: Competing functional drinks
                        • BFY snacks and bars
                          • Figure 12: Competing functional snacks
                      • Market Factors

                        • The war on sugar
                          • Figure 13: Percent of people aged 20 or older who are overweight or obese, 2001-02 to 2015-16
                        • Aging population may shift functional needs
                          • Figure 14: Population aged 18+, by age, 2014-24
                        • Specialty retailers are throwing out the playbook
                        • Key Players – What You Need to Know

                          • MVPs are slowly losing share to new players
                            • Brands are facing off against themselves
                              • Hosting open tryouts to find the next big consumer group
                              • Company and Brand Sales of Sports and Performance Drinks

                                • Zero-sugar claims kept leading brands off the bench
                                  • Figure 15: Leading zero sugar energy drinks, 2018-19
                                  • Figure 16: Multi-outlet sales of sports drinks, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                • Small but powerful brands are driving the performance drink market
                                  • Figure 17: Optimum Nutrition’s AMIN.O ENERGY, February 2020
                                  • Figure 18: Multi-outlet sales of performance drinks, by leading companies and brands, rolling 52 weeks 2018 and 2019
                              • What’s Working?

                                • BODYARMOR could go pro
                                  • From the consumer
                                    • From the consumer
                                        • Figure 19: BODYARMOR and BODYARMOR Lyte, 2018-19
                                      • Propel is the perfect storm
                                        • Figure 20: Propel RTD and powder 2018-19
                                      • Stepping off the field and into the board room
                                        • Figure 21: Celebrity investments in sports drinks
                                      • Private label: an underdog story
                                        • Figure 22: Private label performance drinks
                                    • What’s Struggling?

                                      • Too many players on the field
                                        • Figure 23: Purchase intelligence – Gatorade vs Powerade
                                      • The walls between performance drinks are falling
                                        • Figure 24: Blurring performance drinks
                                    • What to Watch

                                      • Coca-Cola could steal a base
                                        • Powerade Ultra: for the power lifter
                                          • Figure 25: Powerade Ultra – February 2020
                                        • Power Water: for the power walker
                                          • Figure 26: Power Water – February 2020
                                        • A new wave of fans are rushing the market
                                          • Approachable energy for the everyday exercisers
                                            • Figure 27: Simple drink claims
                                          • Focus fuels eSports athletes
                                            • Figure 28: Performance drinks for gamer health, February 2020
                                          • Maximize performance through personalization
                                            • Figure 29: Gainful Protein Powder, February 2020
                                          • Brains need a boost too
                                            • Figure 30: Common performance drink ingredients with cognitive effects, February 2020
                                            • Figure 31: Functional drinks with clear cognitive claims
                                            • Figure 32: Functional drinks without clear cognitive claims
                                        • The Consumer – What You Need to Know

                                          • Defining “athlete”
                                            • Consumers want their heart rate up, sugar content down
                                              • Protein knocks it out of the park
                                              • Sports and Performance Drink Consumption

                                                • The difference between “active” and “athlete”
                                                  • Figure 33: Fitness segmentation, January 2020
                                                • Young men play to win – who is getting sidelined?
                                                    • Figure 34: Fitness segmentation, by age and gender, January 2020
                                                  • Split between “like” and “love”
                                                    • Figure 35: Repertoire analysis – drinks consumed, by fitness segmentation, January 2020
                                                  • Traditional sports drinks hold the championship belt
                                                    • Figure 36: Drinks consumed, January 2020
                                                  • Clean label yields messy results
                                                    • Figure 37: Natural sports drinks vs other sports drinks
                                                • Consumption Occasions

                                                  • Similar benefits, different functions
                                                    • Figure 38: Consumption occasions, January 2020
                                                  • Separating the marathon runners from the mall walkers
                                                    • Figure 39: Consumption occasions, by fitness segmentation, January 2020
                                                • Shifts in Consumption

                                                  • Protein has growth potential in an otherwise mature market
                                                    • Figure 40: Shifts in consumption. January 2020
                                                  • Athletes are driving growth
                                                    • Figure 41: Shifts in consumption, by fitness segment, January 2020
                                                  • Hydration and health make a great team
                                                    • Water is weighing heavily on sports drinks
                                                      • Figure 42: Reasons for drinking more sports drinks, January 2020
                                                      • Figure 43: Reasons for drinking less sports drinks, January 2020
                                                    • Protein pulls consumers in
                                                      • Figure 44: Reasons for drinking more protein drinks, January 2020
                                                  • Purchase Motivators

                                                    • Gain favor through flavor
                                                      • Startups need to play ball
                                                        • Figure 45: Purchase motivators, January 2020
                                                        • Figure 46: TURF analysis – drink purchase motivators, January 2020
                                                      • Methodology
                                                        • High-performing athletes have high standards
                                                          • Figure 47: Purchase motivators, by fitness segment, January 2020
                                                      • Attitudes toward Sports and Performance Drinks

                                                        • A healthy option for everyone
                                                          • Figure 48: Attitudes toward sports and performance drinks, January 2020
                                                        • Goals shape attitudes
                                                          • Figure 49: Attitudes toward sports and performance drinks, by fitness segment, January 2020
                                                        • Get parents on your team
                                                          • Figure 50: Attitudes toward sports and performance drinks, by parental status, January 2020
                                                      • Appendix – Data Sources and Abbreviations

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

                                                                      • Figure 51: Total US retail sales and forecast of sports and performance drinks, at inflation-adjusted prices, 2014-24
                                                                      • Figure 52: Total US retail sales and forecast of sports and performance drinks, by segment, at current prices, 2014-24
                                                                      • Figure 53: Total US retail sales of sports and performance drinks, by segment, at current prices, 2017 and 2019
                                                                      • Figure 54: Total US retail sales and forecast of sports drinks, at current prices, 2014-24
                                                                      • Figure 55: Total US retail sales and forecast of sports drinks, at inflation-adjusted prices, 2014-24
                                                                      • Figure 56: Total US retail sales and forecast of performance drinks, at current prices, 2014-24
                                                                      • Figure 57: Total US retail sales and forecast of performance drinks, at inflation-adjusted prices, 2014-24
                                                                  • Appendix – Retail Channels

                                                                      • Figure 58: Total US retail sales of sports and performance drinks, by channel, at current prices, 2014-19
                                                                      • Figure 59: Total US retail sales of sports and performance drinks, by channel, at current prices, 2017 and 2019
                                                                      • Figure 60: US supermarket sales of sports and performance drinks, at current prices, 2014-19
                                                                      • Figure 61: US drugstore sales of sports and performance drinks, at current prices, 2014-19
                                                                      • Figure 62: US sales of sports and performance drinks through other retail channels, at current prices, 2014-19
                                                                  • Appendix – Key Players

                                                                      • Figure 63: Multi-outlet sales of sports and performance drinks, by leading companies, rolling 52 weeks 2018 and 2019
                                                                  • Appendix – The Consumer

                                                                      • Figure 64: Correspondence analysis – symmetrical map – beverage comparison, January 2020

                                                                  This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                  • Market

                                                                    Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                  • Consumer

                                                                    Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                  • Brand/Company

                                                                    Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                  • Data

                                                                    Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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