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Sports Drinks - USPublished by: Mintel International Group Ltd. Published: Feb. 1, 2005 - 103 Pages Table of ContentsINTRODUCTION AND ABBREVIATIONS Introduction Other Relevant Reports Definition Abbreviations & Terms Abbreviations Terms EXECUTIVE SUMMARY The sports drinks market is close to $3 billion in sales Growth driven by reaching new demographic groups Water is the greatest competition for "share of thirst" during activity New formulae of sports drinks blur the definition of the category Bottled sports drinks outsell other forms Gatorade dominates the sports drink market, though Powerade is encroaching Flavor is key Future Forecast MARKET DRIVERS Overview Competition from other alternative beverage choices Figure 1: Number of new beverage product releases, by year, 1999-2004 Figure 2: Whether use listed type of beverage, May 2003-April 2004 Increasing competition in the sports drink market Figure 3: Number of new energy and sports drink beverage product releases, by year, 1999-2004 Generational factors Age Figure 4: U.S. population by generation, 2004 and 2010 Gender Figure 5: Whether use listed type of beverage, by gender, May 2003-April 2004 Figure 6: Whether use sports drinks, by gender of teens, 2004 Figure 7: Number of sports drinks used in past 30 days among teens, by gender, 2004 Activity levels in the U.S. Figure 8: Sports drink purchase, by frequency of exercise, November 2004 Sports Participation Figure 9: Selected sports/activities played or participated in during the past 12 months, May 2003-April 2004 Exercise participation Figure 11: Selected sports/activities played or participated in during the past 12 months, 2004 Figure 12: Selected sports/activities played or participated in during the past 12 months, 2004 Health Club Memberships Figure 13: Health and fitness club membership by type of club, 2000 and 2002 Shift towards healthier drinking A better choice than soda Figure 14: Sports drink healthiness comparison to sodas/pop, November 2004 Hydration Focus Figure 15: FDM sales of bottled water, by manufacturer and brand, 2002 & 2004 MARKET SIZE & TRENDS Figure 16: Total U.S. sales of sports drinks, at current and constant prices, 1999-2004 Graph 1: Total U.S. sales of sports drinks, at current and constant prices, 1999-2004 MARKET SEGMENTATION Figure 17: Segments in which major sports drink suppliers have products, 2005 Overview Figure 18: FDM sales of sports drinks, segmented by product type, 2002 & 2004 Bottled sports drinks Figure 19: FDM sales of bottled sports drinks, 1999-2004 Shelf-stable powder sports drinks Figure 20: FDM sales of shelf-stable powder sports drinks, 1999-2004 Aseptic sports drinks Figure 21: FDM sales of aseptic sports drinks, 1999-2004 SUPPLY STRUCTURE Overview Sales by Manufacturer Figure 22: FDM sales of sports drinks, by manufacturer, 2002 & 2004 Graph 2: FDM sales of sports drinks, by manufacturer, 2004 Brand Sales by Segment Bottled Sports Drinks Figure 23: FDM brand sales of bottled sports drinks, 2002 & 2004 Shelf-stable Powdered Sports Drinks Figure 24: FDM brand sales of shelf-stable powdered sports drinks, 2002 & 2004 Aseptic Sports Drinks Figure 25: FDM brand sales of aseptic sports drinks, 2002 & 2004 Major Companies and Brands Pepsi/Gatorade Coca-Cola/Powerade Monarch/All Sport ADVERTISING & PROMOTION Introduction Figure 26: Media expenditures for top sport drink brands, 2001-2003 PepsiCo/Gatorade Coco-Cola/Powerade Monarch/All Sport RETAIL DISTRIBUTION Overview Figure 27: Retail sales of sports drinks, by channel, 1999- 2004 Convenience Stores Figure 28: Convenience store sales of sports drinks, 1999-2004 Supermarkets Figure 29: Supermarket sales of sports drinks, 1999-2004 Mass Merchandisers Figure 30: Mass merchandiser sales of sports drinks, 1999-2004 Drug store Figure 31: Drug store sales of sports drinks, 1999-2004 THE CONSUMER Introduction Exercise program participation Figure 32: Participation in regular exercise, May 2003- April 2004 Figure 33: Participation in regular exercise, by gender, May 2003- April 2004 Figure 34: Participation in regular exercise, by age, May 2003- April 2004 Figure 35: Participation in regular exercise, by level of educational attainment, May 2003- April 2004 Figure 36: Participation in regular exercise, by household income, May 2003- April 2004 Frequency of exercise or sports participation Figure 37: Frequency of exercise or sports participation in typical week, November 2004 Figure 38: Frequency of exercise or sports participation in typical week, by gender, November 2004 Figure 39: Frequency of exercise or sports participation in typical week, by age, November 2004 Figure 40: Frequency of exercise or sports participation in typical week, by income, November 2004 Whether buy sports drinks and for whom Figure 41: Sports drink purchase, November 2004 Figure 42: Sports drink purchase, by gender, November 2004 Figure 43: Sports drink purchase, by age, November 2004 Figure 44: Sports drink purchase, by marital status, November 2004 Figure 45: Sports drink purchase, by presence of children, November 2004 Figure 46: Sports drink purchase, by household income, November 2004 Figure 47: Sports drink purchase, by community type, November 2004 Purchase location for sports drinks among adult users Figure 48: Purchase outlet for sports drinks, November 2004 Figure 49: Purchase outlet for sports drinks, by gender, November 2004 Figure 50: Purchase outlet for sports drinks, by age, November 2004 Figure 51: Purchase outlet for sports drinks, by income, November 2004 General attitudes toward sports drinks Figure 52: Attitudes toward sports drinks, November 2004 Figure 53: Attitudes toward sports drinks, by gender, November 2004 Figure 54: Attitudes toward sports drinks, by age, November 2004 Figure 55: Attitudes toward sports drinks, by presence of children, November 2004 Figure 56: Attitudes toward sports drinks, by income, November 2004 Attitudes towards sports drinks among those who buy them Figure 57: Attitudes toward sports drinks among those who buy them, November 2004 Figure 58: Attitudes toward sports drinks among those who buy them, by gender, November 2004 Figure 59: Attitudes toward sports drinks among those who buy them, by age, November 2004 Figure 60: Attitudes toward sports drinks among those who buy them, by presence of children, November 2004 Figure 61: Attitudes toward sports drinks among those who buy them, by income, November 2004 Summary FUTURE & FORECAST FUTURE TRENDS Sports drink market to splinter further More new packaging will further support category Figure 62: Purchase occasions in the past month for on the go food and drink, September 2004 MARKET FORECAST Sports drinks Figure 63: Forecast of total U.S. sales of sports drinks, at current and constant prices, 2004-2009 Bottled sports drinks Figure 64: Forecast of U.S. sales of bottled sports drinks, at current and constant prices, 2004-2009 Shelf-stable powder sports drinks Figure 65: Forecast of U.S. sales of shelf-stable powder sports drinks, at current and constant prices, 2004-2009 Aseptic sports drinks Figure 66: Forecast of U.S. sales of aseptic sports drinks, at current and constant prices, 2004-2009 Forecast Factors APPENDIX: TRADE ASSOCIATIONS APPENDIX: NEW PRODUCT DEVELOPMENTS CATEGORY REVIEW-SPORTS DRINKS AND ENERGY DRINKS Introduction Executive Summary Product Trends Vitamin and mineral enrichment Low calorie sports drinks Low carbohydrate energy drinks Energy drinks for sexual enhancement New and interesting flavors Packaging advancements Forecast/Predictions NEW PRODUCT BRIEFS Hooterade Orange Ice Body Fuel Gatorade All Stars Gatorade X-Factor Capri Sun Sport Powerade FLAVA23 Gatorade ESPN25 Sunny D Intense Sport APPENDIX: RESEARCH METHODOLOGY Consumer Research Sampling & Weighting Presentation & Definition Further Analysis Trade Research Informal trade research Formal trade research Desk & Internet Research Sources Definitions Forecasts APPENDIX: WHAT IS MINTEL? Mintel Reports Global New Products Database Comperemedia® Mintel Services POS+ Mintel Consultancy AbstractThe sports drink market continues to grow headed up by market leader, Gatorade. Flavor and packaging innovation helped drive the market to roughly $2.6 billion in 2004. This figure includes FDM channels, not including Wal-Mart, and sales from convenience stores. FDM sales have increased 22% in constant prices since 1999.
Offerings have multiplied to address the needs of different consumer groups, including those based on age and ethnicity. Several low sugar and low carb versions of sports drinks have been released in the past year, blurring the line between flavored water and sports drinks. The category will see more competition in the coming year as three large multinationals (including PepsiCo and Coca-Cola) will launch new flavored waters in 2005. |
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