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The Market for Sports Food and DrinksPublished by: Mintel International Group Ltd. Published: Oct. 1, 2005 - 95 Pages Table of ContentsIntroduction Other relevant reports Definitions Abbreviations and terms Abbreviations Executive Summary Sports participation is on the rise Endurance athletes are a growing and powerful group Sports food and drink market has sales of over $6 billion Makers of sports food and drinks position themselves as trusted resource Dividing sports active consumers by type of activities Individualists Teamers Adventurers The sports food and drink combination used by endurance athletes is highly customized For endurance athletes, their sports food and drink combination is a system that is part of their strategy The future will bring a greater focus on the “power of protein” Market Factors Sporty is “in” Sports: a growing part of American culture Sports participation on the rise Figure 1: Participation in select sports and recreational activities, 2004 vs. 2003 Many food and drink companies work to “get in on the action” Figure 2: eClip: Reasons for eating LUNA BARs Figure 3: Number of new product releases in the U.S. for the sports beverage and nutrition/energy bar segments, 2001-2005 Figure 4: Consumption of energy drinks among adults and teens, January-September 2004 Avid athletes a growing group Gym membership Figure 5: Health and fitness club numbers, members, and core members, 1998-2003 Distance running Figure 6: Participation in select distance events, 2003 vs. 2004 Figure 7: Areas in the U.S. with the highest concentration of runners Triathlons Figure 8: The four types of triathlons Figure 9: Membership of USA Triathlon Sports food and drink market fragments to fulfill specific needs Kids Figure 10: U.S. population projections, by age groups, 2000-10 Figure 11: Attributes considered by parents when choosing a healthy snack for kids, 2005 Figure 12: Sports drink purchase by presence of children, November 2004 Women The calorie conscious Market Size and Product Categories Sports food and drink sales Figure 13: Total U.S. retail sales of sports food and drink, at current and constant prices, 2000-05 Figure 14: Sales of sports food and drink, segmented by category type, 2000 & 2005 A review of sports food and drink categories Sports drinks Protein liquid/powder drinks Energy drinks Energy and wellness bars Athletic bars Supply Structure Introduction Companies, brands and outreach Sports drinks Pepsi/Gatorade Coca-Cola/Powerade Energy drinks Red Bull GmbH Pepsi/SoBe Rockstar International Coca-Cola/KMX, Full-Throttle Protein liquid/powder drinks GNC Pro Performance EAS MET-Rx MuscleTech Energy and wellness bars Nestlé/PowerBar CLIF Kraft/Balance Bar NBTY Masterfoods USA Abbott Laboratories/Ross Labs Division Kellogg The Consumer Introduction Three types of sports actives: Teamers, Individualists and Adventurers Figure 15: Cross-analysis of sports active consumers Figure 16: Demographic profile of the three groups of sports active consumers, May 2004-May 2005 Teamers Individualists Adventurers Specific activities in which different sports active consumers participate Teamers’ sports Figure 17: Sports teamers play “every chance they get,” May 2004-May 2005 Individualists’ activities Figure 18: Activities Individualists do “every chance they get,” May 2004-May 2005 Adventurers’ activities Figure 19: Activities adventurers do “every chance they get,” May 2004-May 2005 General attitudes toward diet and health: Individualists, Adventurers and Teamers Figure 20: Level of health consciousness in food choices, by type of sports active consumer, May 2004-May 2005 Dietary differences emerge among three groups of sports actives Figure 21: Specific food-related attitudes and behaviors, by type of sports active consumer, May 2004-May 2005 Consumption of energy/diet bars Figure 22: Consumption of energy/diet bars, by type of sports active consumer, May 2004-May 2005 Brands of energy/diet bar used Figure 23: Brands of energy/diet bars consumed, by type of sports active consumer, May 2004-May 2005 Energy/diet bar consumption per month Figure 24: Packages of energy/diet bars consumed in the last 30 days, by type of sports active consumer, May 2004-May 2005 Consumption of liquid/powder supplements Figure 25: Use of liquid/powdered nutritional supplements or liquid breakfasts, by type of sports active consumer, May 2004-May 2005 Brands of liquid/powder supplements used Figure 26: Brands of liquid/powdered nutritional supplements or liquid breakfasts most often used, by type of sports active consumer, May 2004-May 2005 Liquid/powder supplement consumption per month Figure 27: Cans/servings of liquid/powdered nutritional supplements or liquid breakfasts drank in the last 30 days, by type of sports active consumer, May 2004-May 2005 Reasons for using liquid/powder supplements Figure 28: Reasons for use of liquid/powdered nutritional supplements or liquid breakfasts, by type of sports active consumer, May 2004-May 2005 Consumption of sports drinks Figure 29: Consumption of thirst quencher and sports/activity drinks, by type of sports active consumer, May 2004-May 2005 Brands of sports drinks used Figure 30: Brands of thirst quencher and sports/activity drinks consumed most often, by type of sports active consumer, May 2004-May 2005 Sports drink consumption per month Figure 31: Number of thirst quencher and sports/activity drinks consumed in the last 30 days, by type of sports active consumer, May 2004-May 2005 Consumption of energy drinks Figure 32: Consumption of energy drinks, by type of sports active consumer, May 2004-May 2005 Brands of energy drinks used Figure 33: Brands of energy drinks consumed most often, by type of sports active consumer, May 2004-May 2005 Energy drink consumption Figure 34: Number of energy drinks consumed in the last 30 days, by type of sports active consumer, May 2004-May 2005 Summary A Look at Endurance Athletes Introduction Becoming an endurance athlete Motivations/reasons for continuing to pursue sport/activity Nutritional considerations Resources for nutritional and training information The Future Activity may be the next “diet trend” Figure 35: Age-adjusted prevalence of overweight and obesity among U.S. adults, 1976-80, 1988-94, and 1999-2002 Figure 36: Percentage of adults exercising for weight loss or management, 1996, 1998 and 2000 A greater focus on the “power of protein” The effect of aging on tomorrow’s sports food and drink products Figure 37: U.S. population projections, by age groups, 2000-10 Issue of over-hydration will change packaging of sports drinks for endurance athletes Appendix: Relevant Associations Appendix: New Product Briefs Introduction Sunny Delight: Sunny Delight Intense Sport Hershey Foods: PayDay Pro Whole Foods Market: Whole Foods Soy Protein Powder Coca-Cola: Powerade Option Ajinomoto USA: Amino Vital Energy Bar PowerBar: PowerBar Pria Complete Nutrition EAS: Advant Edge Essential Energy Snack Record ID: 10217070 Company: EAS Brand: Advant Edge Essential Energy Category: Snacks Sub-Category: Bars Country: USA Date Published: 21 Apr 2005 Launch Type: New Product Price in local currency: $1.24 Price i Appendix: Research Methodology Consumer Research Greenfield Online Presentation & Definitions ICR Surveys EXCEL Simmons National Consumer Surveys Technometrica TechnoExpresssm Further Analysis Trade Research Informal trade research Formal trade research Desk & Internet Research Sources Definitions Forecasts AbstractThe combined sports food and drink category grew an impressive 48% between 2000 and 2005, one of the highest growth rates among all food and beverage categories. Sales grew steadily from 2000 to 2005, reaching $6.1 billion (excluding sales through Wal-Mart).In this report, Mintel clearly identifies the principal external factors driving or curtailing growth in the sports active consumer market. Although sports bars and drinks play an important role in the increased size of the combined category, energy drink sales are clearly driving growth in the total sports food and drink market. Between 2000 and 2005, energy drinks enjoyed meteoric growth and added nearly 15 percentage points to its market share. Exclusive consumer research reveals the attitudes, needs and behavior of sports active consumer consumers, with analysis broken down by both demographic characteristics, and sports active consumer types (athletes, dieters, etc.). Six years of specific sales data provide a factual and impartial presentation of the market as a whole. Mintel also evaluates the performance of individual sectors in the market (sports drinks, protein liquid/powder drinks, energy drinks, energy and wellness bars, athletic bars), and provides information about the major companies and brands. Mintel uses the SPSS forecasting package to create a five-year forecast of U.S. retail sales in the sports active consumer market, revealing potential opportunities for growth and product development. For the purposes of this report, the sports food and drink consumer has been defined as consumers who purchase such foods, regardless of the usage scenario. As such, the sports food and drink consumer includes consumers with varying levels of participation in sports activities. Usage is motivated by factors such as energy, stimulation boost, flavor enjoyment and other dynamics. In some instances, consumers may seek ingredients such as glucose, caffeine and taurine, as well as other health-oriented ingredients such as ginseng and various vitamins and minerals.
This report contains US IRI InfoScan data.
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