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Nutrition and Performance Drinks - US - April 2017

Published By :

Mintel

Published Date : Apr 2017

Category :

Non-Alcoholic Drinks

No. of Pages : N/A

"Mintel forecasts the nutritional and performance drink category to continue modest growth into 2021. While the category benefits from consumers’ focus on a healthy lifestyle, a wide array of food and drink categories are stepping up the pressure by adding similar functional and health elements. The category may benefit by doubling down on the promise of function, convenience, and advanced nutrition and health benefits.

Table of Content

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
The issues
Competition intensifies in functional, high protein food and drinks
Figure 1: Food and drink launches, by functional and high protein claim, 2012-16
Hectic lifestyles may play role in consumers’ lack of weight control, healthy diet
Figure 2: Lifestyle statements: attitudes/opinions, by diet/health – Any agree
Baby Boomers aging and packing on the pounds
Figure 3: Prevalence of obesity among youth aged 2-19 years and adults aged 20 and over: United States, 2011–14
False function a concern for consumers
Figure 4: Nutritional and performance drink/mix sentiment, distrust of functions, by drink/mix purchasers and non-purchasers, February 2017
The opportunities
Positive prospects in the nutritional and performance drink category
Figure 5: Total US sales and fan chart forecast of nutritional and performance drinks, at current prices, 2011-21
Appealing to consumers with diet and fitness functions
Figure 6: Nutritional and meal replacement drink/mix launches, by functional claim, 2015-16
Room to target diverse set of consumers
Figure 7: Nutritional and performance drink/mix purchase, by any drink/mix, by gender, Hispanic origin, age, and HHI, February 2017
Ingredient and flavor upgrades
Figure 8: Ingredient and flavor opportunities, by any drink/mix and sub-segments, February 2017
What it means

THE MARKET – WHAT YOU NEED TO KNOW
All segments in the category grow
Sports drinks still dominant, but lose share to nutritional drinks segment
Other channels represent over half of category sales
Several outside categories catching onto key health trends

MARKET SIZE AND FORECAST
Nutritional and performance drinks category continues to grow
Figure 9: Total US sales and fan chart forecast of nutritional and performance drinks, at current prices, 2011-21
Figure 10: Total US retail sales and forecast of snack, nutrition and performance drinks, at current prices, 2011-21

MARKET BREAKDOWN
Sports drinks continue reign over category, but lose share to nutritional drinks
Figure 11: Total US retail sales of nutritional and performance drinks, by segment share, 2016
The weight loss drinks segment strikes back
Figure 12: Total US retail sales and forecast of nutritional and performance drinks, by segment, at current prices, 2011-21
Channels outside of supermarkets account for over three quarters of category sales
Figure 13: Total US retail sales nutritional and performance drinks, by channel, 2016

MARKET PERSPECTIVE
Rise in functional food and beverages
Figure 14: Food and drink launches with functional claims, February 2016-January 2017
Boosting drink convenience can help them compete with bars
Figure 15: Nutritional and performance drink/mix behavior, February 2017
Protein’s time to shine
Figure 16: Health and beauty aids: types of foods bought when watching diet, by high protein – Any agree
Figure 17: Nutritional and performance drink/mix launches, by high protein claim, 2013 and 2016
Prevalence of plant-based food and drinks
Figure 18: Plant based food and drink launches, 2012-16
Sports drinks face potential of future sugar taxes, warning labels
Figure 19: Lifestyle statements: attitudes/opinions toward diet/health – Agree, by thirst quencher/activity drink users
Gatorade encourages consumers to Burn It To Earn It

MARKET FACTORS
Consumers struggle with weight, diet, and exercise
Figure 20: Lifestyle statements: attitudes/opinions, by diet/health – Any agree
Instance of obesity grows with age
Figure 21: Prevalence of obesity among youth aged 2–19 years and adults aged 20 and over: United States, 2011–14
Age plays influential role on diet and fitness tendencies
Figure 22: Population by generation, 2017

KEY PLAYERS – WHAT YOU NEED TO KNOW
PepsiCo continues to dominate with Gatorade
Nestlé grows big with Boost and Carnation Breakfast Essentials
Small brands trendy in the category
Consumer distrust of promised functions
Plant-based, vegan options expanding
Low/no sugar options may stem sugar issues in category

BRAND SALES OF NUTRITION AND PERFORMANCE DRINKS/MIXES
PepsiCo dominates the category
Figure 23: MULO sales of nutritional and performance beverages, by leading companies, rolling 52 weeks 2015 and 2016

WHAT’S WORKING?
Gatorade maintains dominance in sports drinks
Figure 24: Advertisement – “Just a Kid from Somewhere – Jimmy Graham” – Powerade
Figure 25: MULO sales of sports drinks, by leading companies and brands, rolling 52 weeks 2015 and 2016
Nestle nutritional drinks continue to grow rapidly
Figure 26: Advertisement – “Louise’s Story” – Boost Simply Complete
Figure 27: Advertisement – “Terrible Golfer – Always Be You” – Ensure Enlive
Figure 28: MULO sales of nutritional drinks, by leading companies and brands, rolling 52 weeks 2015 and 2016
SlimFast makes a comeback; Atkins continues rapid growth
Figure 29: Advertisement – “Yes I Did” – SlimFast
Figure 30: MULO sales of weight-loss drinks, by leading companies and brands, rolling 52 weeks 2015 and 2016
MuscleTech grows, Muscle Milk and Core Power reach out to females
Figure 31: TV Ad – “For Women With Muscles featuring Julie Johnston” – Muscle Milk
Figure 32: TV Ad – “Simone Biles Chooses to Be Awesome” – Core Power
Figure 33: MULO sales of performance drinks, by leading companies and brands, rolling 52 weeks 2015 and 2016
Small brands excel throughout segments
Figure 34: MULO share change and sales change of nutritional and performance drink segments, by other brands, rolling 52 weeks 2015 and 2016
Figure 35: TV Ad – “Get Picky with Your Protein” – Orgain

WHAT’S STRUGGLING?
Performance segment struggles more than others with purchase intent
Figure 36: Purchase intent, by nutritional and performance drink/mix segments, February 2017
Trust in functional benefits an issue
Figure 37: Nutritional and performance drink/mix sentiment, distrust of functions, by drink/mix purchasers and non-purchasers, February 2017
Whole foods give nutritional and performance drinks a run for their money
Figure 38: Nutritional and performance drink/mix sentiment, whole foods comparison, February 2017

WHAT’S NEXT?
Recognizable ingredients
Organic
Figure 39: Nutritional and performance drink category launches, by organic claim, 2015-16
GMO-free
Figure 40: Nutritional and performance drink category launches, by GMO-free claim, 2015-16
Plants please
Plant-based
Figure 41: Nutritional and performance drink/mix category launches, by plant based, 2015-16
Vegan
Figure 42: Nutritional and performance drink/mix category launches, by vegan, 2015-16
New vegan and plant-based protein drink Evolve
Light on the sugar
Figure 43: Nutritional and performance drink/mix category launches, by low/no/reduced sugar, 2015-16
Function frenzy
Figure 44: Nutritional and meal replacement drink/mix launches, by functional claim, 2015-16
Blurring the line
Gatorade goes beyond the drink

THE CONSUMER – WHAT YOU NEED TO KNOW
Young males, Hispanics make up majority of purchasers
iGeneration/Millennials have most favorable sentiment
Gender and age play significant roles in behavior and usage
Key differences between purchasers and non-purchasers
Tasty, flavorful, simple ingredients that add function may encourage purchase

NUTRITIONAL AND PERFORMANCE DRINK/MIX PURCHASE
Close to half of consumers purchase nutritional and performance drinks
Figure 45: Nutritional and performance drink/mix purchase, by any drink/mix and segments, February 2017
Figure 46: Nutritional and performance drink/mix purchase, by sub-segments, February 2017
A quarter of consumers report increased purchase
Figure 47: Nutritional and performance drink/mix behavior, by purchase vs last year, February 2017
Figure 48: Nutritional and performance drink/mix purchase, by behavior, by purchase vs last year, February 2017
Men over-index in purchase of all types of nutritional and performance drinks
Figure 49: Nutritional and performance drink/mix purchase, by any drink/mix and sub-segments, by gender, February 2017
Figure 50: Organic Balance – “Real morning report” – April 2016
Younger consumers most likely to purchase across drink types
Figure 51: Nutritional and performance drink/mix purchase, by any drink/mix, by age, February 2017
Purchase corresponds with parental status
Figure 52: Nutrition and performance drink/mix purchase, by any drink/mix and segments, by parental status, February 2017
Household income plays key role in drink/mix purchase
Figure 53: Nutritional and performance drink/mix purchase, by any drink/mix and segments, by household income, February 2017
Hispanic consumers more likely to buy in all segments
Figure 54: Nutritional and performance drink/mix purchase, by any drink/mix and segments, by Hispanic origin, February 2017

FITNESS AND DIET ATTITUDES
Majority of consumers more focused on diet than exercise
Figure 55: Fitness and diet attitudes – Any agree, February 2017
Consumers who are strict about diet and exercise are more likely to purchase post- and pre-workout drinks
Figure 56: Nutritional and performance drink/mix purchase, by fitness and diet attitudes, strict diet and competitive when working out, February 2017
Men place greater importance on working out and monitoring diet
Figure 57: Fitness and diet attitudes, by gender, February 2017
Younger consumers show more trust in functional benefits
Figure 58: Fitness and diet attitudes, by age, February 2017

NUTRITIONAL AND PERFORMANCE DRINK/MIX BEHAVIOR
Two fifths of drink purchasers consume them at least once a week
Figure 59: Nutritional and performance drink/mix behavior, by consumption frequency, February 2017
Opportunity exists for RTDs, large formats, and outcome specific products
Figure 60: Nutritional and performance drink/mix behavior, by drink types, brands, and sizes, February 2017
The majority of category purchases are planned, but consumers are open when it comes to purchase outlets
Figure 61: Nutritional and performance drink/mix behavior, impulse and purchase channels, February 2017
Balance of health claims and functional benefits may work best
Figure 62: Nutritional and performance drink/mix behavior, by health claims versus functional benefits, February 2017
Pre-workout buyers are most likely to purchase large sizes
Figure 63: Nutritional and performance drink/mix behavior, by drink type purchased, February 2017
Older females value health claims, younger males functional benefits
Figure 64: Nutritional and performance drink/mix behavior, by gender and age, February 2017
Age group an indicator for specific drink behaviors
Figure 65: Nutritional and performance drink/mix behavior, by age, February 2017
Hispanics focused on convenience and nutritional aspects
Figure 66: Nutritional and performance drink/mix behavior, by parental status, February 2017

NUTRITIONAL AND PERFORMANCE DRINK/MIX SENTIMENT
Significant preference for products with recognizable ingredients
Figure 67: Nutritional and performance drink/mix sentiment, recognizable ingredients, by drink/mix purchasers and non-purchasers, February 2017
Protein type impacts product effectiveness in eyes of consumers
Figure 68: Nutritional and performance drink/mix sentiment, protein type, by drink/mix purchasers and non-purchasers, February 2017
Nutritional and performance drinks may improve reputation with increased transparency and claims
Figure 69: Nutritional and performance drink/mix sentiment, ingredients, claims, and usage, by drink/mix purchasers and non-purchasers, February 2017
Store brands appear as effective options
Figure 70: Nutritional and performance drink/mix sentiment, ingredients, claims, and usage, by drink/mix purchasers and non-purchasers, February 2017
Replacing indulgent snacking occasions with low/no sugar options an opportunity
Figure 71: Nutritional and performance drink/mix sentiment, snacking and low/no sugar, by drink/mix purchasers and non-purchasers, February 2017
Purchasers hold more favorable views of endorsements, benefits of drinks versus whole foods
Figure 72: Nutritional and performance drink/mix sentiment, endorsements and comparison to whole foods, by drink/mix purchasers and non-purchasers, February 2017
iGeneration/Millennials have most favorable sentiment
Figure 73: Nutritional and performance drink/mix sentiment, by generation, February 2017

NUTRITIONAL AND PERFORMANCE DRINK/MIX USAGE
Uses differ based on drink type
Sports drink sub-segments primarily used for energy, rehydration, and recovery
Figure 74: Nutritional and performance drink/mix purchase, sports and post-workout drink/mix, by usage, February 2017
Nutritional and meal replacement drinks share many similar uses
Figure 75: Nutritional and performance drink/mix purchase, nutritional and meal replacement drink/mix, by usage, February 2017
Performance drinks more “extreme” but have room to appeal to non-athletes
Figure 76: Nutritional and performance drink/mix purchase, protein and pre-workout drink/mix sub-segments, February 2017
Weight loss drink buyers use products beyond shedding pounds
Figure 77: Nutritional and performance drink/mix purchase, by usage, weight loss drink/mix, February 2017
Men most often use drinks/mixes for performance and recovery, women for nutrition and diet
Figure 78: Nutritional and performance drink/mix usage, by gender, February 2017
Younger generations purchase drinks for use in physical activities
Figure 79: Nutritional and performance drink/mix usage, by generation, February 2017

NUTRITIONAL AND PERFORMANCE DRINK/MIX ATTRIBUTES
Taste and flavor top the list of attributes of interest
Figure 80: Nutrition and performance drink/mix attributes, February 2017
Older females find ingredients more important, younger males look at brand
Figure 81: Nutrition and performance drink/mix attributes, by gender and age, February 2017

INGREDIENT AND FLAVOR OPPORTUNITIES
Fruit flavors, vitamins and minerals lead innovation opportunities
Figure 82: Ingredient and flavor opportunities, by any drink/mix and sub-segments, February 2017
Mix of functional flavors and ingredients in nutritional and protein drinks will reach majority of consumers
Figure 83: TURF Analysis – Ingredient and flavor opportunities – Nutritional drinks, February 2017
Figure 84: TURF Analysis – Ingredient and flavor opportunities – Protein drinks, February 2017
Younger consumers exhibit high interest across features
Figure 85: Ingredient and flavor opportunities, any drink/mix, by generation, February 2017

CONSUMER SEGMENTATION
Figure 86: Fitness, diet, and nutritional and performance drink/mix clusters, February 2017
Fitness Freaks
Nutrition Nuts
Drink Detractors
Nutrition & Fitness Detractors

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
TURF analysis methodology
Figure 87: Table – TURF Analysis – Ingredient and flavor opportunities – Nutritional drink, February 2017
Figure 88: Table – TURF Analysis – Ingredient and flavor opportunities – Protein drink, February 2017
Abbreviations and terms
Abbreviations
Terms

APPENDIX – MARKET
Figure 89: Total US retail sales and forecast of nutritional and performance drinks, at inflation-adjusted prices, 2011-21
Figure 90: Total US retail sales and forecast of nutritional and performance drinks, by segment, at current prices, 2011-21
Figure 91: Total US retail sales and forecast of sports drinks, at current prices, 2011-21
Figure 92: Total US retail sales and forecast of sports drinks, at inflation-adjusted prices, 2011-21
Figure 93: Total US retail sales and forecast of nutritional drinks, at current prices, 2011-21
Figure 94: Total US retail sales and forecast of nutritional drinks, at inflation-adjusted prices, 2011-21
Figure 95: Total US retail sales and forecast of weight loss drinks, at current prices, 2011-21
Figure 96: Total US retail sales and forecast of weight loss drinks, at inflation-adjusted prices, 2011-21
Figure 97: Total US retail sales and forecast of performance drinks, at current prices, 2011-21
Figure 98: Total US retail sales and forecast of performance drinks, at inflation-adjusted prices, 2011-21
Figure 99: Total US retail sales of nutritional and performance drinks, by channel, at current prices, 2011-16
Figure 100: US supermarket sales of nutritional and performance drinks, at current prices, 2011-16
Figure 101: US convenience store sales nutritional and performance drinks, at current prices, 2011-16
Figure 102: US sales of nutritional and performance drinks through other retail channels, at current prices, 2011-16

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