Sports Food and Beverage Consumers - US

Published by: Mintel International Group Ltd.

Published: Feb. 1, 2007 - 105 Pages

Table of Contents

Scope and Themes

What you need to know

Definition

Abbreviations and terms

Executive Summary

Many reasons to be active…but not everyone is

Baby Boomers, age and sports activity

Just one in four use sports food and drink at every active occasion

Weight training and running are popular activities

Those who buy sports food and drinks for muscle care tend to spend more

Figure 1: Amount of money spent each month on sports-related food and drink, by reasons for buying sports food and drink, November 2006

Potential interest in products for sports injury protection/prevention

Black and Hispanic consumers dedicated to sports activity

Figure 2: How often sports food/beverages are used, by race/Hispanic origin, November 2006

Individualists, Teamers and Adventurers

An increase in fitness opportunities…and marketing channels

Market Factors

Activity often, but not always, translates into sports food and drink usage

Figure 3: How often sports food/beverages are used, November 2006

Figure 4: How often sports food/beverages are used, November 2006

Increasing numbers of Americans are pursuing sports activities

Figure 5: Participation* in certain types of sports, 2004-05

Weight control and physical activity

Figure 6: Things that motivate physical activity, November 2006

The obesity issue

Moving bodies burn more calories

Figure 7: Frequency of vigorous activity, not including fitness walking, November 2006

Disease prevention through exercise

Other reasons for exercise: From looking good to stress relief

Numerous opportunities to get active

Health and fitness clubs

Television

Corporate wellness programs

Additional influences

Demographic considerations

The aging of the Baby Boomer population

Figure 8: Population by age, 2002-12

Black athletes

Figure 9: Population by race and Hispanic origin, 2002-12

Market Trends

Some category players succeed via “lifestyle” marketing

Category fragments to focus on more specific needs

Calorie consciousness

Addressing the needs of avid athletes

A Look at Sports Activity Among All Active Consumers

Introduction

Rates of vigorous activity

Figure 10: Frequency of vigorous excercise, by gender, November 2006

Figure 11: Frequency of vigorous excercise, by age, November 2006

Figure 12: Frequency of vigorous excercise, by household income, November 2006

Figure 13: Frequency of vigorous excercise, by race/ethnicity, November 2006

Figure 14: Frequency of vigorous excercise, by marital status, November 2006

Figure 15: Frequency of vigorous excercise, by presence of children, November 2006

Figure 16: Frequency of vigorous excercise, by region, November 2006

Participation in specific physical activities

Figure 17: Activities played/done at “every chance,” November 2006

Figure 18: Activities played/done at “every chance,” by race/Hispanic origin, November 2006

Reasons for being physically active

Figure 19: Things that motivate physical activity, by gender, November 2006

Figure 20: Things that motivate physical activity, by age, November 2006

Figure 21: Things that motivate physical activity, by household income, November 2006

Figure 22: Things that motivate physical activity, by race/ethnicity, November 2006

Use of and Opinions of Sports Food and Beverages Among All Active Consumers

Consumption of foods/beverages related to activity

Figure 23: How often sports food/beverages are used, by age, November 2006

Figure 24: How often sports food/beverages are used, by race/Hispanic origin, November 2006

Figure 25: How often sports food/beverages are used, by presence of children, November 2006

Types of sports foods/beverages used

Figure 26: Types of sports food/beverages used before, during and/or after physical activity, or not at all, November 2006

Figure 27: Types of sports food/beverages used, by key demographics, November 2006

Reasons for buying a sports food and/or drink

Figure 28: Reasons/motivations for buying sports-related food and drink, November 2006

Amount spent on sports food and drink

Figure 29: Amount of money spent each month on sports-related food and drink, November 2006

Figure 30: Amount of money spent each month on sports-related food and drink, by reasons for buying sports food and drink, November 2006

Figure 31: Opinions regarding the taste of specific sports foods and drinks, November 2006

Opinions about sports activities and sports food/beverages

Figure 32: Opinions about sports activities and sports food/beverages, by gender, November 2006

Figure 33: Opinions about sports activities and sports food/beverages, by age, November 2006

Figure 34: Opinions about sports activities and sports food/beverages, by race/ethnicity, November 2006

Figure 35: Opinions about sports activities and sports food/beverages, by region, November 2006

Profiles for the 3 Groups of Active Consumers: Individualists, Teamers and Adventurers

Introduction

Figure 36: Individualists, Teamers and Adventurers, by gender, November 2006

Demographic profiles

Figure 37: Individualists, Teamers and Adventurers, by gender, November 2006

Figure 38: Individualists, Teamers and Adventurers, by age, November 2006

Figure 39: Individualists, Teamers and Adventurers, by household income, November 2006

Figure 40: Individualists, Teamers and Adventurers, by race/ethnicity, November 2006

Figure 41: Individualists, Teamers and Adventurers, by region, November 2006

Sports participation across the three groups

Figure 42: Which individual physical activities are done at “every chance,” by Teamers, Individualists and Adventurers, November 2006

Figure 43: Which team sports are played at “every chance,” by Teamers, Individualists and Adventurers, November 2006

Figure 44: Which adventure sports are done at “every chance,” by Teamers, Individualists and Adventurers, November 2006

Quantitative Results: 3 Groups of Active Consumers

Introduction

Reasons for being physically active

Figure 45: Things that motivate physical activity, by Teamers, Individualists and Adventurers, November 2006

Opinions about sports activities and sports food/beverages

Figure 46: Opinions about sports activities and sports food/beverages, by Teamers, Individualists and Adventurers, November 2006

Consumption of foods/beverages related to activity

Figure 47: How often use sports food/beverages, by Teamers, Individualists and Adventurers, November 2006

Types of sports foods/beverages used

Figure 48: Types of sports food/beverages used, by Teamers, Individualists and Adventurers, November 2006

Figure 49: Types of sports food/beverages used before, during and after physical activity, by Teamers, Individualists and Adventurers, November 2006

Reasons for buying a sports food and/or drink

Figure 50: Reasons/motivations for buying sports-related food and drink, by Teamers, Individualists and Adventurers, November 2006

Amount spent on sports food and drink

Figure 51: Amount of money spent each month on sports-related food and drink, by Teamers, Individualists and Adventurers, November 2006

Qualitative Results: The 3 Groups of Active Consumers

Introduction

Teamers

An introduction to the respondents

Foods/drinks used before sports activity

Foods/drinks used during sports activity

What Teamers tend to do after sports activity

Opinions of specific brands

Figure 52: Teamers’ opinions of specific brands, December 2006

Individualists

An introduction to the respondents

Foods/drinks used before activity

Foods/drinks used during activity

Foods/drinks used after activity

Opinions of specific brands

Figure 53: Individualists’ opinions about specific brands, December 2006

Adventurers

An introduction to the respondents

Foods/drinks used before activity

Foods/drinks used during activity

Foods/drinks used after activity

Opinions of specific brands

Figure 54: Adventurers’ opinions of specific brands, December 2006

Future Trends

More product fortification

Figure 55: Top 15 dietary supplement ingredients, 52 weeks ended Aug. 12, 2006*

Aging population

Figure 56: Population by age, 2002-12

Sports food and beverage companies to support social outlets

Figure 57: Belief that eating and drinking “the right thngs” is “essential” for sports and exercise, by reasons for being active, November 2006

Supporting sports activity in the black community

Fitness and technology

Appendix: Trade Associations

Appendix: New Product Briefs

Be Unlimited: Be Performance Chocolate Protein Shake

Coca-Cola: Powerade Option Low Calorie Sports Drink

Arizona International: Arizona Green Tea Energy Drink

NVE Pharmaceuticals: Stacker 2 Extreme Energy Shots

South Beach Beverage: SoBe Adrenaline Rush Sugar-Free

Guru Energy Corp.: Guru Lite Energy Drink

EAS: EAS AdvantEdge Nutrition Shakes

Trace Mineral Research: LiquMins Electrolyte Stamina Drink

Veltec Sports: Enervitene Orange Sport Gel

Appendix: Additional Figures from Consumer Data

Figure 58: Types of sports food/beverages used before physical activity, by key demographics, November 2006

Figure 59: Types of sports food/beverages used during physical activity, by key demographics, November 2006

Figure 60: Types of sports food/beverages used after physical activity, by key demographics, November 2006

Abstract

Sports active consumers are not a homogeneous group and there are many facets of sports active consumers that affect their attitudes toward and reliance on sports foods and beverages. In this report, Mintel isolates and explores three groups of sports active consumers: Individualists, Teamers and Adventurers. These groups are defined by the kinds of sports activities they like to do “every chance” they get; however, the research findings demonstrate that these groups differ substantially with regard to their motivations for exercise and their use of sports foods and drinks.

To better understand the product needs of these three groups, Mintel analyzes quantitative survey results across the three groups. Furthermore, this report shows results of one-on-one interviews with consumers who fall into each of these three categories. Findings from both data sets—quantitative and qualitative—provide insights and ideas about the products and marketing techniques that would be more apt to resonate among each of these groups.

While there are Americans dedicated to sports activity and passionate about certain sports, many Americans are sedentary. Furthermore, troublesome of the market of sports food and beverages, active consumers do not always use a sports food or beverage product when they are active. Among those who do vigorous activity at least monthly, less than a quarter say they use a sports food and beverage “every time” they are active, and 26% say they use one “rarely” or “never.”

Further penetrating and increasing the frequency of product usage among the general population of active consumers will inevitably boost product sales. This report addresses strategies for these outcomes, including the making and marketing of “calorie-in/calorie-out products,” providing a greater number of nutritionally enhanced products, and targeting the burgeoning population of older adults.

This report builds on the analysis presented in Mintel's The Market for Sports Food and Drink—U.S., October 2005. This report differs from the previous report, however, in that it is a more comprehensive analysis of consumers who are target markets for sports food and beverage products. The category of sports food and beverage is defined as products containing or marketed as containing properties to assist the body before, during and/or after strenuous activity. Sales data are not included in this report.

Mintel recognizes that there are many sports foods and beverages that are consumed in situations independent of physical activity. Similarly, consumers often use energy and/or protein bars as snacks or meal replacements, as opposed to using them for sustained energy during exercise or muscle rejuvenation after activity. Despite the frequency of these types of uses, Mintel seeks to uncover the opportunities for sports food and beverages to address the sports and exercise related needs of active consumers. This is essential to help suppliers grow the market by further educating consumers about how and when to use these products for peak performance and physical benefits, as well as to maintain the sporty image that resonates among so many non-active consumers.

Mintel considers the market for sports food and beverages to be comprised of consumers who play a sport or exercise with regularity. Consumers who only do physical activity that is part of a daily routine, such as walking to work, or cleaning the house, are not considered part of the market for sports food and beverage. Some examples of activities that sports food and beverage consumers participate in are: playing in a sports league, taking sports lessons, doing workouts at the gym or at home, or doing an adventure sport such as mountain biking.

Teamers, Individualists and Adventurers were discussed in Mintel's The Market for Sports Food and Drink—U.S., October 2005; however, for that report, the definitions of these groups were based on questions from Simmons NCS, so they differed slightly from the definitions used in this report.

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