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Published by: Mintel International Group Ltd.
Published: Jul. 1, 2002 - 106 Pages
Table of Contents
Introduction & Abbreviations
Introduction
Date Of Last Report
Definition
Abbreviations
Executive Summary
Young And Active Consumers Drive Sports Drinks, But New Growth Requires A Broader Appeal
Innovative New Products Blur The Boundaries
The $3 Billion Category Continues To Grow
Soft Drink Rivals Pepsi And Coke Face-Off In Sports Drinks
The Developing Market Share Battle Will Keep Marketing Dollars Flowing
Convenience Stores Are The Main Sales Channel, But Supermarkets Are Gaining
Women Hold Potential For Future Growth
Market Drivers
The Age Factor
Figure 1 American Generations, 2002
Figure 2 American Population, By Age, 1990-2000
Figure 3 American Population Projections, By Age, 2000-10
Graph 1 American Population Projections, By Age, 2000-10
Gender
Figure 4 Projected Population Of American Men, 2000-10
Figure 5 Projected Population Of American Women, 2000-10
Sports Participation
Figure 6 Selected Sports/Activities Played Or Participated In During The Past 12 Months, October 2000 - September 2001
Health And Fitness Club Membership
Figure 7 Health And Fitness Club Membership, By Income, 1987-2001
Government Push For Health And Fitness
Competitive Products And Category Blurring
Figure 8 Brand Sales Of Water In The U.S., (Fdm Only), 1999 And 2001*
Women And The Dieting Connection
Figure 9 Dieting And Counting Calories, October 2000 - September 2001
Peripheral Issues & Concerns
Market Size & Trends
Figure 10 Total U.S. Retail Sales Of Sports Drinks, At Current And Constant Prices, 1997-2002
Graph 2 Total U.S. Retail Sales Of Sports Drinks, At Current And Constant Prices, 1997-2002
Market Segmentation
Figure 11 Sales Of Sports Drinks, Segmented By Product Type, 1999 And 2001
Bottled Sports Drinks
Figure 12 Sales Of Bottled Sports Drinks, 1997-2002
Powdered Sports Drinks
Figure 13 Sales Of Powdered Sports Drinks, 1997-2002
Aseptic Sports Drinks
Figure 14 Sales Of Aseptic Sports Drinks, 1997-2002
Supply Structure
Foreign Trade
Companies And Brands
Overview
Figure 15 Manufacturer Sales Of Sports Drinks In The U.S., 1999 And 2001
Graph 3 Market Share Of Leading Sports Drinks Manufacturers In 2001
Figure 16 Brand Sales Of Sports Drinks In The U.S., 1999 And 2001
Pepsico
Coca-Cola
Monarch Company
Gpush Sport Inc.
Hansen Beverage Company
Pacific Health Laboratories Inc.
Vita Shots Corporation
X-Ade Worldwide Llc
Advertising & Promotion
Introduction
Coca-Cola
Hansen Beverage Company
Monarch Company
Pepsico
South Beach Beverage Company (Pepsico)
Retail Distribution
Figure 17 U.S. Retail Sales Of Sports Drinks, By Channel, 1999 And 2001
Convenience Stores
Figure 18 U.S. Convenience Store Sales Of Sports Drinks, 1997-2002
Figure 19 Top Convenience Stores*, By Number Of Stores, 2001
Convenience Store Profiles
Supermarkets
Figure 20 U.S. Supermarket Sales Of Sports Drinks, 1997-2002
Figure 21 Top Food Retailers, By Number Of Stores, 2002
Figure 22 Top Food Retailers, By Sales, 2000 And 2001
Supermarket Profiles
Mass Merchandisers
Figure 23 U.S. Mass Merchandisers Sales Of Sports Drinks, 1997-2002
Figure 24 Number Of Mass Merchandiser Retailers, April 2002
Figure 25 Top Mass Merchandiser Retailers, By Sales, 2000 And 2001
Mass Merchandiser Profiles
Drug Stores
Figure 26 U.S. Drug Store Sales Of Sports Drinks, 1997-2002
Figure 27 Top Drug Store Retailers, By Number Of Stores, April 2002
Figure 28 Top Drug Store Retailers, By Sales, 2000 And 2001
Other Retail Channels
The Consumer
Introduction
Sports Drink Consumption Among Adults
Figure 29 Sports Drink Consumption, May 2002
Figure 30 Sports Drink Consumption, By Gender, May 2002
Figure 31 Sports Drink Consumption, By Age, May 2002
Figure 32 Sports Drink Consumption, By Household Income, May 2002
Figure 33 Sports Drink Consumption, By Region, May 2002
Sports Drink Consumption Among Teens
Figure 34 Sports Drinks Consumption Among Teens, May 2002
Figure 35 Sports Drinks Consumption Among Teens, By Gender, May 2002
Figure 36 Sports Drinks Consumption Among Teens, By Age, May 2002
Figure 37 Sports Drinks Consumption Among Teens, By Weekly Disposable Income, May 2002
Figure 38 Sports Drink Consumption Among Teens, By Region, May 2002
Attitudes Towards Sports Drinks Among Adults
Figure 39 Attitudes Towards Sports Drinks, May 2002
Figure 40 Attitudes Towards Sports Drinks, By Gender, May 2002
Figure 41 Attitudes Towards Sports Drinks, By Age, May 2002
Figure 42 Attitudes Towards Sports Drinks, By Region, May 2002
Attitudes Towards Sports Drinks Among Teens
Figure 43 Attitudes Towards Sports Drinks Among Teens, May 2002
Figure 44 Attitudes Towards Sports Drinks Among Teens, By Gender, May 2002
Figure 45 Attitudes Towards Sports Drinks Among Teens, By Age, May 2002
Clusters Of Attitudes Towards Sports Drinks Among Adults
Figure 46 Cross-Tabulation Of Attitudes Towards Sports Drinks Among Adults, May 2002
Attitudes Towards Sports Drinks By Consumption Frequency
Figure 47 Attitudes Towards Sports Drinks Versus Frequency Of Consumption Among Adults, May 2002
Teen Attitudes Towards Sports Drinks By Consumption Frequency
Figure 48 Attitudes Towards Sports Drinks Versus Frequency Of Consumption Among Teens, May 2002
Behavior Patterns Of Adult Sports Drinks Consumers
Figure 49 Other Beverage Consumption Among Adults, October 2000 - September 2001
Figure 50 Exercise Habits Versus Sports Drinks Consumption, October 2000 - September 2001
Figure 51 Sports Participation Versus Sports Drinks Consumption, October 2000 - September 2001
Behavior Patterns Of Teen Sports Drinks Consumers
Figure 52 Beverage Consumption Among Teens, October 2000 - September 2001
Figure 53 Exercise Habits Of Teens Versus Sports Drinks Consumption, October 2000 - September 2001
Figure 54 Teen Sports Participation Versus Sports Drinks Consumption, October 2000 - September 2001
Summary
Future & Forecast
Future Trends
Broadening Appeal To Occasional Athletes And Women
Keeping The Interest Of Young Consumers And Baby Boomers As They Age
Competition Will Increase Price Pressure
New Product Offerings
Market Forecast
Figure 55 Forecast Of U.S. Retail Sales Of Sports Drinks, At Current And Constant Prices, 2002-07
Appendix: Trade Associations
Appendix: New Product Briefs
Quaker Oats: Gatorade All*Stars
Leading Brands: Trek Energy Drink
Monarch: All Sport
Muscle Marketing Usa: Alpha Atp
Pacific Health Laboratories: Accelerade
R.W. Knudsen: Recharge
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 Publications
Mintel Services
Product Retrieval
Retail Audits
Tailored Research
Global New Products Database
Research Support/Consultancy/Mic
The Mintel Information Centre (Mic)
Pr Research
AbstractSports drinks are an important and dynamic part of the beverage industry, having grown from less than $2 billion in 1997 to $3 billion in 2002. The market has been very successful in attracting athletic young males to frequent consumption patterns. As the category has grown and matured, its appeal has widened to include weekend athletes and teenagers. In 2002, manufacturers are developing an even wider message to convert kids in the 6-12 age group, women, and older adults.
Competition for market dominator Gatorade has surged dramatically with Powerade's 2001 repositioning, substantially higher marketing budget from parent Coca-Cola, and price cuts. Further competition will come from All Sport, which PepsiCo divested to Monarch upon the purchase of Gatorade. Monarch has totally reformulated the product to compete directly with the market leader.
A second development that will greatly impact sports drinks is the proliferation of crossover products that combine the benefits of, for instance, bottled water with sports drinks, fruit juice with sports drinks, and energy drinks with sports drinks. This activity will ultimately diminish sales in individual categories, while presumably increasing the total beverage market-or at least the market share of those with the best-executed ideas.
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