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The U.S. Market for Sports Nutritional Products: Sports Drinks and Energy Bars Fueling the Couch Potato, 5th Edition

Sports nutritionals have gained wide acceptance as an essential component of any committed athletic lifestyle, but increasing numbers of consumers who aren’t necessarily health club devotees are also turning to sports nutritionals, often in lieu of traditional beverages and snacks. Marketers across the board have responded by downplaying their long-standing hard-core sports image and highlighting the broader nutritional, energy-boosting, and wellness benefits of their products. Packaged Facts has been tracking this market for many years, and this fully updated and expanded 5th edition of The U.S. Market for Sports Nutritional Products: Sports Drinks and Energy Bars Fueling the Couch Potato looks not just at the current scene, but also offers projections and pinpoints opportunities in this rapidly transforming market.

Pegging 2003 retail sales at over $3 billion, the report analyzes overall and mass-market (IRI) sales trends for three main product categories: supplements (including tablets, capsules, and powders, as well as liquids and other newer forms); beverages (including isotonic recovery drinks, sports-related energy drinks, and other nutrient-enhanced soft drinks, juices, and waters); and sports and energy bars and gels. Marketing and new product trends are covered for each category, and diverse competitors are profiled including industry giants like PepsiCo, Inc. (Gatorade) and Nestlé S.A. (PowerBar), specialized market leaders like Twinlab Corp. and EAS, Inc., and innovative upstarts like Red Bull GmbH. The report also explores consumer usage rates, brand preferences, and demographics, based on Simmons Market Research Bureau data for fall 2003.

Report Methodology
The information in The U.S. Market for Sports Nutritional Products is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the sports nutritionals market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data (copyright 2002/2003) compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2003. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

What You’ll Get in this Report
The U.S. Market for Sports Nutritional Products: Sports Drinks and Energy Bars Fueling the Couch Potato makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Sports Nutritional Products offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • Distribution Strategies
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the sports nutritionals market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for sports nutrition products, as well as projected sales and trends through 2008. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer for sports nutritionals based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for sports nutritional products.
  • Research and development professionals stay on top of competitor initiatives and explore demand for sports nutritional products.
  • Advertising agencies working with clients in the sports nutritional industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


Chapter 1: Executive Summary

  • Scope and Methodology
    • Market Parameters
    • Report Methodology

  • The Market
    • 2003 Sales Top $3 Billion
    • Beverages Dominate Market
    • Figure 1-1: Share of Total U.S. Retail Sales of Sports Nutritional Products by Category, 1999 vs. 2003 (percent)
    • Convenience Stores and Drugstores Gaining Share
    • Hispanics Big Consumers of Sports Drinks
    • Broader "Wellness" and "Energy" Approaches Draw New Customers
    • Convenience and Flavor Also Lure Shoppers

  • The Marketers
    • Major Players
    • Second-Tier Marketers
    • PepsiCo in a Class by Itself
    • A Shifting Competitive Landscape

  • Marketing and New Product Trends
    • New Lines and Extensions
    • Marketing to Women
    • Marketing to Children
    • A Flood of Product Introductions
    • What's Hot
    • Gatorade Dominates in Advertising
    • Advertising Positioning
    • Retail Distribution Varies by Category
    • Table 1-1: Share of U.S. Sports Nutritional Product Sales by Category and Retail Outlet Type, 2003 (percent)
    • Reaching Out to Mass-Market Retailers

  • The Consumer
    • 28% of U.S. Adults Are Physically Active
    • The Physically Active Are 54% More Likely to Prioritize Nutrition
    • 37% Use Sports Beverages
    • 13% Use Energy/Diet Bars
    • 53% of Adults Use Supplements

  • Looking Ahead: Trends and Opportunities
    • Sports Nutrition and Mass Markets Converge on "Sweet Spot"

Chapter 2: The Market

  • Introduction
    • Market Definition
    • Three Product Categories
      • Beverages
      • Bars and Gels
      • Supplements

    • Functional Categories
    • History of the Industry
    • Overview of Sports Nutritional Ingredients

  • Government and Industry Regulations
    • The FDA and DSHEA
    • DSHEA Tested by Ephedra Controversy
    • The Government's Next Targets: Andro and Beyond
    • Consumer Health Information for Better Nutrition Initiative
    • Good Manufacturing Practices for Dietary Supplements
    • Burdens of the Bioterrorism Act
    • Figure 2-1: IRI-Tracked Sales of Sports Nutritional Products, 1999-2003 (in millions of dollars)

  • Market Size and Growth
    • Methodology
    • 2003 Sales Top $3 Billion
    • Table 2-1: U.S. Retail Sales of Sports Nutritional Products, 1999-2003 (in millions of dollars)
    • 2003 Mass-Market Sales Approach $2 Billion
    • Table 2-2: IRI-Tracked Sales of Sports Nutritional Products, 1999-2003 (in millions of dollars)
    • Beverage Sales Going Strong
    • Table 2-3: IRI-Tracked Sales of Sports Nutritional Beverages, 1999-2003 (in millions of dollars)
    • Sales of Bars and Gels Also Climbing Fast
    • Table 2-4: IRI-Tracked Sales of Sports Nutritional Bars and Gels, 1999-2003 (in millions of dollars)
    • Supplement Sales Growth Slowing
    • Table 2-5: IRI-Tracked Sales of Sports Nutritional Supplements, 1999-2003 (in millions of dollars)
    • Beverages Dominate Market
    • Table 2-6: Share of Total U.S. Retail Sales of Sports Nutritional Products by Category, 1999 vs. 2003 (percent)
    • Share of Sales by Retail Outlet
    • Table 2-7: Share of U.S. Sports Nutritional Sales by Retail Outlet Type, 1999 vs. 2003 (percent)
    • Product Mix Varies by Retail Outlet
    • Table 2-8: Share of U.S. Sports Nutritional Product Sales by Category and Retail Outlet Type, 2003 (percent)
    • Sports Nutrition-Related Activities by Gender
    • Table 2-9a: Participation Rates for Selected Sports Nutrition-Related Activities: Overall and By Gender, 2003 (in millions)
    • Table 2-9b: Indices for Participation in Selected Sports Nutrition-Related Activities: By Gender, 2003 (U.S. adults)
    • Sports Nutrition-Related Activities Highest in West
    • Table 2-10: Indices for Participation in Selected Sports Nutrition-Related Activities: By Region, 2003 (U.S. adults)
    • Hispanics Big Consumers of Sports Drinks
    • Table 2-11: Indices for Participation in Selected Sports Nutrition-Related Activities: By Race/Ethnicity, 2003 (U.S. adults)
    • Sports Drink Consumption Increases with Household Size
    • Table 2-12: Indices for Participation in Selected Sports Nutrition-Related Activities: By Household Size, 2003 (U.S. adults)
    • Sports Participation/Product Usage Highest Among Youths
    • Table 2-13a: Indices for Participation in Selected Sports Nutrition-Related Activities: By Adult Age Bracket, 2003 (U.S. adults)
    • Table 2-13b: Indices for Participation in Selected Sports Nutrition-Related Activities: By Adult Age Bracket, 2003 (U.S. adults)
    • Sports Participation/Product Usage by Income Bracket
    • Table 2-14a: Indices for Participation in Selected Sports Nutrition-Related Activities: By Household Income Bracket (in Thousands), 2003 (U.S. adults)
    • Table 2-14b: Indices for Participation in Selected Sports Nutrition-Related Activities: By Household Income Bracket (in Thousands), 2003 (U.S. adults)

  • Factors to Market Growth
    • Broader "Wellness" and "Energy" Approaches Draw New
      • Customers
      • Overcoming the "Hard-Core" Sports Image
      • Consumers Skeptical of Extreme Health/Energy Claims

    • Convenience and Flavor Lure Shoppers
    • Products for Every Occasion
    • Premium Waters, Other Functionals Growing Drinks Segment
    • Sports Nutritionals Piggyback on Diet and Obesity Concerns
      • Low-Carb Diets Lead Shoppers to High-Protein Products
      • The Child Obesity Epidemic and Kids at Gyms

    • Younger Consumers Eager to Experiment
    • Aging Population Staying Active Longer
    • Women Seeking Specialized Products
    • Hispanic Market Cracking Open
    • Figure 2-2: Projected U.S. Retail Sales of Sports Nutritional Products, 2003-2008 (in millions of dollars)

  • Projected Market Growth
    • Sales to Approach $6 Billion in 2008
    • Table 2-15: Projected U.S. Retail Sales of Sports Nutritional Products, 2003-2008 (in millions of dollars)
    • Strongest Growth in Non-Supplement Categories
    • Table 2-16: Projected U.S. Retail Sales of Sports Nutritional Products by Category, 2003-2008 (millions of dollars)

Chapter 3: The Marketers

  • Marketer Overview
    • Major Players
    • Second-Tier Marketers
    • Many Minor Players
    • Table 3-1: U.S. Market for Sports Nutritional Products: Selected Marketers and Leading Brands, 2004

  • Marketer and Brand Shares
    • Methodology
    • PepsiCo in a Class by Itself
    • Table 3-2: Top Marketers in Core Sports Nutritional Categories by Mass-Market Share: 1999-2003 (percent)
    • Marketer Rankings by 2001-2003 Sales Gains
    • Table 3-3: Top Marketers in Core Sports Nutritional Categories by Dollar Gains in IRI-Tracked Sales: 2003 vs. 2001 (in millions of dollars)
    • Top Sports Beverage Marketers and Brands
    • Table 3-4: Top Marketers of Sports Nutritional Beverages by Mass-Market Share: 1999-2003 (percent)
    • Table 3-5: Top Sports Nutritional Beverage Marketers by Dollar Gains in IRI-Tracked Sales: 2003 vs. 2001 (in millions of dollars)
    • Table 3-6: Top Sports Nutritional Beverage Brands by Mass-Market Share: 1999-2003 (percent)
    • Leaders in Bars and Gels
    • Table 3-7: Top Marketers of Sports Nutritional Bars and Gels by Mass-Market Share: 1999-2003 (percent)
    • Table 3-8: Top Sports Nutritional Bar and Gel Marketers by Dollar Gains in IRI-Tracked Sales: 2003 vs. 2001 (in millions of dollars)
    • Table 3-9: Top Sports Nutritional Bar and Gel Brands by Mass-Market Share: 1999-2003 (percent)
    • Leading Supplement Marketers
    • Table 3-10: Top Marketers of Sports Nutritional Supplements by Mass-Market Share: 1999-2003 (percent)
    • Table 3-11: Top Sports Nutritional Supplement Marketers by Dollar Gains in IRI-Tracked Sales: 2003 vs. 2001 (in millions of dollars)
    • Table 3-12: Top Sports Nutritional Supplement Brands by Mass-Market Share: 1999-2003 (percent)

  • Competitive Overview
    • A Shifting Landscape
      • New Companies Enter Market
      • Mergers and Acquisitions
      • Line Extensions Critical to Brand Longevity

    • Big Marketers Fight “Anti-Brand” Mentality
    • Competitive Focus: Energy/Wellness Products
    • Competitive Focus: Strength and Bodybuilding Products
    • Competitive Focus: Recovery/Nutrition Products
    • Competitive Focus: Sports Bars

Chapter 4: Competitive Profiles

  • Competitive Profile: Apollo Advisors, L.P. (General Nutrition Companies, Inc.)
    • Corporate Overview
    • New Owners Aim for Turnaround
    • Keeping Step with the Average Consumer
    • GNC Starts Independent Certification
    • Preferred Customer Controversy
    • GNC’s Balancing Act

  • Competitive Profile: Clif Bar, Inc.
    • Corporate Overview
    • Innovative Products
    • More Than an Image
    • Organics and Sustainability
    • A New Advertising Focus
    • Quest for Innovation

  • Competitive Profile: Experimental and Applied Sciences, Inc. (EAS)
    • Corporate Overview
    • Mass-Market Plan Backfires for CEO…
    • …But Contributes to New Success
    • An “Information-Driven” Company
    • Move Myoplex More Mainstream?

  • Competitive Profile: Natrol, Inc. (Prolab Sports Nutrition)
    • Corporate Overview
    • ProLab a Strong Division
    • Promoting Products Through Sports Event Sponsorships
    • Extending Prolab Beyond the Professionals

  • Competitive Profile: NBTY, Inc. (Rexall Sundown, Met-Rx USA, Worldwide Sport Nutrition)
    • Corporate Overview
    • Rexall Sundown
    • MET-Rx Sport Nutrition
    • Worldwide Sport Nutrition
    • An Image Issue

  • Competitive Profile: Nestlé S.A. (PowerBar, Inc.)
    • Corporate Overview
    • Bar Lineup Continues to Evolve
    • Beyond Bars—a New Entry
    • A New Direction?

  • Competitive Profile: PepsiCo, Inc. (Gatorade/Tropicana North America)
    • Corporate Overview
    • Gatorade Controls the Market It Created
    • Future in Doubt for Gatorade Energy Bar
    • Propel Fitness Water Dominates New Category
    • The Future’s So Bright

  • Competitive Profile: Red Bull GmbH
    • Corporate Overview
    • The Un-Marketing Plan
    • Extending the Brand
    • Riding the Wave

  • Competitive Profile: Twinlab Corp.
    • Corporate Overview
    • A New Beginning
    • What About Sports Nutrition?
    • Swallowed by the Sphere

Chapter 5: Marketing Trends

  • Marketing Dynamics
    • New Lines and Extensions
    • Repositioning Products Is Key to Continued Success
    • Taste Still a Major Concern
    • Customer Education and Reassurance
    • Marketing to Women
    • Marketing to Children
    • Targeting the Hispanic Market
    • Fueling the Hip-Hop Lifestyle

  • New Product Trends
    • A Flood of Product Introductions
    • Table 5-1a: Number of New Sports Nutritional Product Introductions by Ingredient or Benefit: Beverages, August 2002-February 2004 (number and percent)
    • Table 5-1b: Number of New Sports Nutritional Product Introductions by Ingredient or Benefit: Bars/Gels, August 2002-February 2004 (number and percent)
    • Table 5-1c: Number of New Sports Nutritional Product Introductions by Ingredient or Benefit: Supplements, August 2002-February 2004 (number and percent)
    • What's Hot
      • Energy and Wellness
      • Protein, Soy, and Amino Products
      • Natural and Organic
      • Low-Carb

    • What's Not
    • New Forms and Styles
    • The Candy Connection
    • Probiotics: The Next Big Thing?
    • Table 5-2: Marketers and Brands of Sports Nutritional Beverages and Key New Product Introductions, 2002—Spring 2004
    • Table 5-3: Marketers and Brands of Sports Nutritional Bars and Gels and Key New Product Introductions, 2002—Spring 2004
    • Table 5-4: Marketers and Brands of Sports Nutritional Supplements and Key New Product Introductions, 2002—Spring 2004

  • Advertising and Promotion
    • Consumer Advertising Expenditures
    • Gatorade Dominates in Advertising
    • Figure 5-1: Marketer Shares of National Consumer Advertising Expenditures for Sports Nutritionals, 2002 (percent)
    • Targeted Media Used
    • Advertising Positioning
      • Exclusive Ingredients
      • Targeting Youth Markets Via Moms
      • Sports Themes and Celebrity Endorsements

    • Trade Associations and Shows
    • Retail Dynamics
      • Retail Distribution Varies by Category
      • Table 5-5: Share of U.S. Sports Nutritional Product Sales by Category and Retail Outlet Type, 2003 (percent)
      • Reaching Out to Mass-Market Retailers
      • Specialty Outlets, General Market
      • On the Web

Chapter 6: The Consumer

  • Consumer Overview
    • The Simmons Survey System
    • 28% Are Physically Active
    • Walking Is Top Sports/Exercise Activity
    • The Physically Active Are 54% More Likely to Prioritize Nutrition
    • Table 6-1: Demographic Characteristics Favoring Weekly Participation in Sports/Exercise, 2003 (U.S. adults)
    • Table 6-2: Exercise and Sports Participation "Every Chance I Get": Overall and by Gender, 2003 (U.S. adults)
    • Table 6-3: Exercise and Sports Participation in Last 12 Months: Overall and by Gender, 2003 (U.S. adults)
    • Table 6-4: Attitudes About Nutrition: Adults Who Participate Weekly in Sports/Exercise vs. Adults Overall, 2003 (U.S. adults)

  • Consumer Focus: Sports Beverages
    • 37% Use Sports Beverages
    • Not Just for Sports
    • Younger and Hispanic Skew
    • Gatorade vs. Powerade
    • Table 6-5: Usage Rates for Selected Sports Beverage Products: Overall and by Gender, 2003 (U.S. adults)
    • Table 6-6: Profile of Energy Bar Users: Adults Who Participate in Sports/Exercise Weekly vs. Adults Overall, 2003 (U.S. adults)
    • Table 6-7: Demographic Characteristics Favoring Use of Sports Drinks by Gender: Women, 2003 (U.S. adult females)
    • Table 6-8: Demographic Characteristics Favoring Use of Sports Drinks by Gender: Men, 2003 (U.S. adult males)
    • Table 6-9: Demographic Characteristics Favoring Use of Sports Drinks by Brand: Gatorade, 2003 (U.S. adults)
    • Table 6-10: Demographic Characteristics Favoring Use of Sports Drinks by Brand: Powderade, 2003 (U.S. adults)
    • Table 6-11: Demographic Characteristics Favoring Use of Sports Drinks by Brand: Powdered Gatorade, 2003 (U.S. adults)
    • Table 6-12: Demographic Characteristics Favoring Use of Sports Drinks by Brand: Snapple Elements, 2003 (U.S. adults)
    • Table 6-13: Demographic Characteristics Favoring Use of Sports Drinks by Brand: All Sport, 2003 (U.S. adults)

  • Consumer Focus: Energy Bars
    • 13% Use Energy/Diet Bars
    • 23% of Physically Active Women Use Energy/Diet Bars
    • 5% of Physically Active Adults Use PowerBar
    • Higher Education, Higher-Income Skew
    • PowerBar vs. Balance Bar vs. Luna
    • Table 6-14: Usage Rates for Selected Energy Bar Products: Overall and by Gender, 2003 (U.S. adults)
    • Table 6-15: Profile of Energy Bar Users: Adults Who Participate Weekly in Sports/Exercise vs. Adults Overall, 2003 (U.S. adults)
    • Table 6-16: Demographic Characteristics Favoring Use of Energy/Diet Snacks & Bars by Gender: Women, 2003 (U.S. adult females)
    • Table 6-17: Demographic Characteristics Favoring Use of Energy/Diet Snacks & Bars by Gender: Men, 2003 (U.S. adult males)
    • Table 6-18: Demographic Characteristics Favoring Use of Energy/Diet Snacks & Bars by Brand: PowerBar, 2003 (U.S. adults)
    • Table 6-19: Demographic Characteristics Favoring Use of Energy/Diet Snacks & Bars by Brand: Balance Bar, 2003 (U.S. adults)
    • Table 6-20: Demographic Characteristics Favoring Use of Energy/Diet Snacks & Bars by Brand: Luna, 2003 (U.S. adults)

  • Consumer Focus: Supplements
    • 53% of Adults Use Supplements
    • Usage and Confidence Runs Higher Among Active Consumers
    • Top Supplements by Type
    • Top Supplements by Brand
    • Table 6-21: Supplement Use and Attitudes: Overall and by Gender, 2003 (U.S. adults)
    • Table 6-22: Supplement Use and Attitudes: Adults Who Participate Weekly in Sports/Exercise vs. Adults Overall, 2003 (U.S. adults)
    • Table 6-23: Use of Supplements by Type: Adults Who Participate Weekly in Sports/Exercise vs. Adults Overall, 2003 (U.S. adults)
    • Table 6-24: Indices for Use of Supplements by Type of Formula: Adults Who Participate Weekly in Sports/Exercise, 2003 (U.S. adults)
    • Table 6-25: Use of Supplements by Brand Adults Who Participate Weekly in Sports/Exercise vs. Adults Overall, 2003 (U.S. adults)
    • Table 6-26: Indices for Use of Supplements Among Adults Who Participate Weekly in Sports/Exercise: By Brand, 2003 (U.S. adults)

Chapter 7: Looking Ahead

  • Trends and Opportunities
    • Sports Nutrition and Mass Markets Converge on "Sweet Spot"
    • Segmentation at a Furious Pace
    • Beverages Set for a Shift
    • Low-Carb, But How Long?
    • Tough Times Ahead for Supplements

Appendix: Addresses of Selected Marketers

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