Description

MULO sales of sports, nutrition and performance drinks have steadily recovered. However, factors that likely contributed to those losses continue to put pressure on the market. Increased competition from functional beverages in other categories, along with mounting distaste for artificial ingredients, are obstacles to major growth. Cleaner formulations, enhanced functionality, and choices for a variety of dietary lifestyles will help maintain brand loyalty. A shift away from promoting fitness-specific benefits to a focus on general wellbeing will be key to broadening consumer base in this category.
– Karen Formanski, Health and Wellness Analyst

This Report looks at the following areas:

  • Recovering sales slowed by…
  • …cross category competition
  • …bad taste for artificial
  • Healthy aging solutions…no matter the age
  • Diversify your protein source
  • Overall wellness has most appeal
  • Educated consumers demand transparency

Table of Contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Recovering sales slowed by…
            • Figure 1: Total US sales and fan chart forecast of sports, nutrition and performance drinks, at current prices, 2013-23
          • …cross category competition
            • …bad taste for artificial
              • Figure 2: Most nutrition and performance drinks contain too many artificial ingredients, any agree (net), by age, December 2018
            • The opportunities
              • Healthy aging solutions…no matter the age
                • Figure 3: Health benefits that motivate purchase of nutrition or performance drinks, December 2018
              • Diversify your protein source
                • Figure 4: Preferences in protein source when purchasing protein drinks, by age and gender, December 2018
              • Overall wellness has most appeal
                • Educated consumers demand transparency
                  • Figure 5: Important to research nutrition and performance drinks before purchase, any agree (net), by product type purchased, December 2018
                • What it means
                • The Market – What You Need to Know

                  • Dollar sales for category on slow rise
                    • Sports drinks remain top segment, but losing ground
                      • Category sales continue to span outlets
                        • Beverage lines are blurry
                          • Older adults are key demographic
                          • Market Size and Forecast

                            • Sales for sports, nutrition and performance drinks on slow rise
                              • Figure 6: Total US sales and fan chart forecast of sports, nutrition and performance drinks, at current prices, 2013-23
                              • Figure 7: Total US sales and forecast of sports, nutrition and performance drinks, at current prices, 2013-23
                              • Figure 8: Total US retail sales and forecast of sports, nutrition, and performance drinks, at inflation-adjusted prices, 2013-23
                          • Market Breakdown

                            • Sports drinks maintain largest share of dollar sales
                              • Figure 9: Total US retail sales of sports, nutrition, and performance drinks, by segment, at current prices, 2016 and 2018
                              • Figure 10: Total US retail sales of sports, nutrition, and performance drinks, by segment, at current prices, 2016 and 2018
                            • Other retail channels hold vast majority of sales
                              • Figure 11: Total US retail sales of sports, nutrition, and performance drinks, by channel, at current prices, 2013-18
                              • Figure 12: Total US retail sales of sports, nutrition, and performance drinks, by channel, at current prices, 2013 and 2018
                              • Figure 13: Total US retail sales of sports, nutrition, and performance drinks, by channel, at current prices, 2016 and 2018
                          • Market Perspective

                            • Blurring beverage categories
                              • Need for diabetic friendly products is rising
                                • Men are more focused on fitness
                                  • Figure 14: Health and fitness self-perceptions by gender, December 2018
                              • Market Factors

                                • Wellness is a hot topic
                                  • Need to adapt products for needs of aging population
                                    • Figure 15: Population aged 18 or older, by age, 2013-23
                                    • Figure 16: Health and fitness self-perceptions by gender and age, December 2018
                                  • Nutrition has wider scope than athletic performance
                                    • Figure 17: Health and fitness self-perceptions, December 2018
                                    • Figure 18: Fitness activities participation, December 2018
                                  • Social media influence on purchase habits
                                    • Figure 19: Social media influence on nutrition and performance drinks purchased, any agree (net) by product type purchased, December 2018
                                • Key Players – What You Need to Know

                                  • Top four leaders lose market share to others
                                    • Premier protein continues to lead nutritional sales
                                      • Protein remains star ingredient
                                        • Artificial ingredients continue to lose appeal
                                          • Nutritional drinks show most potential
                                          • Company and Brand Sales of Sports, Nutrition and Performance Drinks

                                            • Top four leaders losing market share to others
                                              • Sales of sports, nutrition and performance drinks by company
                                                • Figure 20: Multi-Outlet sales of sports, nutrition, and performance drinks, by leading companies, rolling 52 weeks 2017 and 2018
                                            • What’s Working?

                                              • Protein trend continues to gain momentum
                                                • Legacy weight-loss brands shake up image by delving into trends
                                                  • Figure 21: Multi-Outlet sales of weight loss drinks, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                • Fat opportunity of keto-focused products
                                                  • New generation of meal replacement drinks
                                                    • Diet drinks in disguise for Millennials
                                                    • What’s Struggling?

                                                      • Top players feel pressure of competition
                                                        • Figure 22: Multi-Outlet sales of sports drinks, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                      • Artificial ingredients continue to lose appeal
                                                          • Figure 23: Most nutrition and performance drinks contain too many artificial ingredients, any agree (net), by age, December 2018
                                                        • Abbott Labs discontinues EAS after sales plummet
                                                          • Figure 24: Multi-Outlet sales of nutritional drinks, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                      • What’s Next?

                                                        • Nutrition drinks for your personal genome
                                                          • Sleep on it
                                                            • Figure 25: Interest in beverages that naturally promote sleep, any agree (net), by age, December 2018
                                                          • SRTD compromise
                                                            • CBD enters sports arena
                                                            • The Consumer – What You Need to Know

                                                              • Sports drinks continue to dominate the market
                                                                • Younger men are key consumer demographic
                                                                  • Focus on protein shows no signs of stopping
                                                                    • Convenience is key for nutrition segment
                                                                      • Hydration remains leading reason for purchase
                                                                        • Consumers are doing their homework
                                                                        • Sports, Nutrition and Performance Drinks Purchased

                                                                          • Sports drinks continue to dominate the market
                                                                            • Room for growth across segments
                                                                              • Figure 26: Types of sports, nutrition and performance drinks purchased, December 2018
                                                                            • Men continue to drive sales
                                                                              • Figure 27: Types of drinks purchased, by gender, December 2018
                                                                            • Consumers can be convinced to purchase more
                                                                              • Figure 28: Number of types of drinks purchased, by gender, December 2018
                                                                            • Women surpass men in weight loss segment
                                                                              • Figure 29: Purchase of weight loss drinks by gender and age, December 2019
                                                                          • Desired Health Benefits

                                                                            • Protein content is top desired benefit
                                                                              • Figure 30: Health benefits that motivate purchase of nutrition or performance drinks, December 2018
                                                                            • Consumers seeking sources of hydration
                                                                              • Women focused on digestive health
                                                                                • Figure 31: Motivators for purchasing a nutrition or performance drink, by age and gender, December 2018
                                                                              • Brain health moves in on body health
                                                                                • Figure 32: Motivators for purchasing a nutrition or performance drink, by age and gender, December 2018
                                                                              • TURF analysis – Emphasizes strong desire for protein, hydration
                                                                                • Figure 33: TURF analysis – Desired health benefits, December 2018
                                                                            • Desired Ingredients

                                                                              • Electrolytes remain most desirable ingredient
                                                                                • Figure 34: Desired ingredients in nutrition and performance drinks, December 2018
                                                                              • Prebiotics and probiotics desirable for women in middle adulthood
                                                                                • Figure 35: Interest in probiotics in nutrition and performance drinks, by gender and age, December 2018
                                                                              • Women looking for collagen
                                                                                • Figure 36: Interest in collagen in nutrition and performance drinks, by gender and age, December 2018
                                                                              • TURF analysis – Desired ingredients
                                                                                • Figure 37: TURF analysis – Desired ingredients, December 2018
                                                                            • Attitudes

                                                                              • Majority take vitamins/supplements in addition to drinks
                                                                                • Figure 38: Interest in probiotics in nutrition and performance drinks, any agree (net), by gender and age, December 2018
                                                                              • Majority see plant-based protein on par with animal-based
                                                                                • Figure 39: Plant-based protein is as healthy as animal-based protein, any agree (net), December 2018
                                                                              • Social media influence on purchase habits varies by segment
                                                                                • Figure 40: Social media influence on nutrition and performance drinks purchased – any agree (net), by product type, December 2018
                                                                              • Consumers are educated and discerning
                                                                                • Figure 41: Attitudes regarding sports, nutrition and performance drinks, any agree (net), December 2018
                                                                              • Vast majority agree researching products important
                                                                                • Figure 42: Important to research nutrition and performance drinks before purchase, any agree (net), by product type purchased, December 2018
                                                                              • Artificial ingredients continue to lose appeal
                                                                                • Figure 43: Most nutrition and performance drinks contain too many artificial ingredients, any agree (net), by age, December 2018
                                                                              • Innovations of interest
                                                                                • Figure 44: Interest in sleep promoting and DNA-based beverages, any agree (net), December 2018
                                                                              • Personalized nutrition drinks/genome/DNA
                                                                                • Sleep on it
                                                                                  • Figure 45: Interest in beverages that naturally promote sleep, any agree (net), by age, December 2018
                                                                              • Protein Drinks – Protein Source Interest

                                                                                • Variety is key when it comes to protein
                                                                                  • Figure 46: Preferences in protein source when purchasing protein drinks, December 2018
                                                                                • Plant-based proteins gain appeal across demographics
                                                                                  • Figure 47: Preferences in protein source when purchasing protein drinks, by age and gender, December 2018
                                                                              • Weight Loss, Nutrition and Meal Replacement Drinks

                                                                                • Convenience, energy top reasons for consumption
                                                                                  • Figure 48: Reasons for drinking weight loss, meal replacement or nutrition drinks, December 2018
                                                                                • Taste appeal bodes well for the market
                                                                                  • Figure 49: Reasons for drinking weight loss, meal replacement or nutrition drinks, December 2018
                                                                                • Healthy aging important to growing demographic
                                                                                  • Figure 50: Reasons for drinking weight loss, meal replacement or nutrition drinks – healthy aging, by age, December 2018
                                                                              • Sports Drinks: Consumption Occasions

                                                                                • Quenching thirst top motivator
                                                                                  • Figure 51: Occasions for drinking sports drinks, December 2018
                                                                                • Sports drinks beyond athletics
                                                                                  • Figure 52: Types of drinks purchased by activity type, no participation in activities, December 2018
                                                                                • Hangover recovery alternate angle for sports drinks
                                                                                  • Figure 53: Consuming sports drinks for hangover recovery, by age and gender, December 2018
                                                                                • Hispanics more likely to consume sports drinks during a workout
                                                                                  • Figure 54: Reasons for drinking sports drinks, December 2018
                                                                              • Appendix – Data Sources and Abbreviations

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

                                                                                                • Figure 55: Total US retail sales and forecast of sports, nutrition, and performance drinks, by segment, at current prices, 2013-23
                                                                                                • Figure 56: Total US retail sales and forecast of sports drinks, at current prices, 2013-23
                                                                                                • Figure 57: Total US retail sales and forecast of sports drinks, at inflation-adjusted prices, 2013-23
                                                                                                • Figure 58: Total US retail sales and forecast of performance drinks, at current prices, 2013-23
                                                                                                • Figure 59: Total US retail sales and forecast of Performance drinks, at inflation-adjusted prices, 2013-23
                                                                                                • Figure 60: Total US retail sales and forecast of weight loss drinks, at current prices, 2013-23
                                                                                                • Figure 61: Total US retail sales and forecast of weight loss drinks, at inflation-adjusted prices, 2013-23
                                                                                                • Figure 62: Total US retail sales and forecast of nutritional drinks, at current prices, 2013-23
                                                                                                • Figure 63: Total US retail sales and forecast of nutritional drinks, at inflation-adjusted prices, 2013-23
                                                                                                • Figure 64: US supermarket sales of sports, nutrition, and performance drinks, at current prices, 2013-18
                                                                                                • Figure 65: US drugstore sales of sports, nutrition, and performance drinks, at current prices, 2013-18
                                                                                                • Figure 66: US sales of sports, nutrition, and performance drinks through other retail channels, at current prices, 2013-18
                                                                                            • Appendix – Key Players

                                                                                                • Figure 67: Multi-outlet sales of performance drinks, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                                                • Figure 68: Multi-outlet sales of weight loss drinks, by leading companies and brands, rolling 52 weeks 2017 and 2018

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