Contact Us | Home
Toll Free No. for USA/Canada:   1-866-279-8368
| Advance Search
 
Currency:  $ £
Discounted Reports
MARKET RESEARCH SECTOR IN FOCUS
Energy & Resources
FMCG & Retailing
Pharmaceuticals and Healthcare
Textiles
MARKET REPORT DETAIL

Performance Food and Drink - US

Enquire | Email | Print

Published Date: Jan, 2013
Format: PDF
No of Pages: 179
 
 
Select pricing :
Change Currency: EURO | $ USD | £ GBP
Buy through us and save. We do not add any Tax / Duty including VAT,GST
  • Abstract
  • Table of Contents

Although a portion of active consumers are users of performance food and drink, a segment of exercisers abstain from the category for lack of need, preference for other foods, and concerns about product cost. Manufacturers need to address these concerns by focusing communication on the formulation, scientific tests, and other elements that make products effective; thus, necessary elements for athletes and exercisers. Additional opportunities exist for brands to broaden the appeal of performance food and drink products to casual exercisers and dieters, who likely would be drawn in by low-calorie, portion-controlled and/or energizing products.

– Jennifer Zegler, Beverage Analyst

Some questions answered in this report include:

How can manufacturers increase usage among active consumers?
Who should be considered as new audiences for performance products?
What product formulations should be considered to grow the category?

 

Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms

Executive Summary
Overview
The market
Performance food and drink category sales slated to pump up through 2017
Figure 1: Total U.S. sales and fan chart forecast, performance food and drinks, at current prices, 2007-17
Sports drinks remain category’s MVPs, but other segments shaping up
Figure 2: Sales of performance food and beverages, segmented by type, 2010 and 2012
Market factors
Teens should be targeted when young for usage that carries throughout life
Figure 3: Thirst quencher and sports/activity drinks consumed in the last 30 days, April 2011-June 2012
Exercise, diet main influencers of performance product usage
Figure 4: Exercise frequency, by diet, October 2012
Position performance products as healthy snacks to gain new consumers
Boost appeal among Baby Boomers, minority consumers to increase growth
Retail channels
Other retail channel dwarfs supermarket competition
Figure 5: U.S. sales of performance food and drink, by channel, at current prices, 2007-12
Leading companies
PepsiCo’s Gatorade leads category, but Powerade gaining share
Figure 6: Market share of leading companies, by FDMx sales for 52 weeks ending Nov. 4, 2012
The consumer
Younger consumers drive performance food sales, led by energy bars
Figure 7: Personal consumption of performance food, by gender and age, October 2012
Performance beverages also dominate in popularity with younger consumers
Figure 8: Personal consumption of performance drinks, by men and women aged 18-54, October 2012
Taste, convenience outweigh product functionality for consumers
Figure 9: Reasons for personal consumption of performance food and drink, October 2012
Exercise, diet important for performance product users
Figure 10: Personal consumption of performance food and drink, by diet, October 2012
Nonusers of performance products also include health-conscious consumers
Figure 11: Reasons for not personally consuming performance food and drink, by fitness, October 2012
What we think

Issues in the Market
How can manufacturers increase usage among active consumers?
Who should be considered as new audiences for performance products?
What product formulations should be considered to grow the category?

Insights and Opportunities
Energy an important opportunity for performance products
Education should be key as protein permeates beverage categories
Position products as lifestyle brands similar to nutrition products
Target retail placement to showcase products as healthy options

Trend Applications
Trend: Transumers
Trend: Minimize Me
2015 Trend: Brand Intervention

Market Size and Forecast
Key points
Brands struggle to connect following retail expansion in 2010-11
Performance products forecast to grow modestly through 2017
Sales and forecast of performance food and beverages
Figure 12: Total U.S. retail sales and forecast of performance food and drinks, at current prices, 2007-17
Figure 13: Total U.S. retail sales and forecast, performance products, at inflation-adjusted prices, 2007-17
Fan chart forecast
Figure 14: Total U.S. sales and fan chart forecast, performance food and drinks, at current prices, 2007-17

Market Drivers
Key points
Early targeting of teens aims for lifelong brand relationships
Figure 15: U.S. participation in high school athletic programs, by gender, 2000-12
Figure 16: Thirst quencher and sports/activity drinks, April 2007-June 2012
Figure 17: Thirst quencher and sports/activity drinks consumed in the last 30 days, April 2007-June 2012
Figure 18: Packages of energy/diet snacks consumed in last 30 days, by gender, April 2011-June 2012
Consumers watching their weight more apt to report exercise
Figure 19: Exercise frequency, by diet, October 2012
Fitness a focus for many adults, although competition still fuels some
Figure 20: Collegiate athletic participation, by gender, 2002-11
Figure 21: Participation in selected sports, 2001-11
Prevalence of snacking grows opportunities regardless of activity
Capitalize on popularity among growing population segments
Figure 22: Population by generation, 2011
Figure 23: Population by race and Hispanic origin, 2008, 2013, and 2018

Competitive Context
Nutritional products cross over into performance functionalities
Figure 24: Reasons for personally using nutritional food and drink, October 2012
Lower-calorie, natural options focus for some active consumers
Energy a popular functionality for performance users

Segment Performance
Key points
Sports drinks stay on top, but other segments gain small share points
Sales, by performance food and drink segment
Figure 25: Sales of performance food and beverages, segmented by type, 2010 and 2012

Segment Performance - Sports Drinks
Key points
Reduced-calorie sports drinks dominate segment growth
Sales and forecast of sports drinks
Figure 26: Sales and forecast of sports drinks, at current prices, 2007-17

Segment Performance - Sports Nutrition Supplements
Key points
Retail expansion, education keys for forecasted supplement boom
Figure 27: Walgreens sports nutrition ad
Sales and forecast of sports nutrition supplements
Figure 28: Sales and forecast of sports nutrition supplements, at current prices, 2007-17
Men looking for beverages to serve as protein supplements
Figure 29: Reasons for using liquid/powdered nutritional supplements or breakfasts, by gender, April 2011-June 2012
Figure 30: Brands of nutritional supplements or liquid breakfasts used, by gender, April 2011-June 2012

Segment Performance - Athletic Bars
Key points
Annual growth slated to keep athletic bars on an uphill trajectory
Sales and forecast of athletic bars
Figure 31: Sales and forecast of athletic bars, at current prices, 2007-17
Multipacks connect with consumers who average five bars monthly
Figure 32: Energy/diet snacks and bars, by gender, April 2011-June 2012

Retail Channels
Key points
Supermarkets cannot match the muscle of the other retail channel
Sales of performance food and drink, by channel
Figure 33: Sales of performance food and drink, by channel, at current prices, 2010-12
Other retail channels struggle to duplicate 2009-11 sales lift
Figure 34: U.S. sales of performance food and drink, in other retail channels, at current prices, 2007-12
Supermarkets stay buoyant after 2010 boost in sales
Figure 35: U.S. supermarket sales of performance food and drink, at current prices, 2007-12

Retail Channels - Consumer Attitudes and Behaviors
Key points
Supermarkets, Walmart dominate performance product retailers
Figure 36: Performance food purchase preferences, by retail channel, October 2012
Variety of retailers gives no shortage of options for all incomes
Figure 37: Performance food retail purchase preferences, by household income, October 2012
Figure 38: Performance drink retail purchase preferences, by household income, October 2012
Athletic-focused products find appeal in specialty retailers
Vending presents an opportunity, especially for well-known brands
Leading Companies

Key points
Sports drinks, led by PepsiCo’s Gatorade, are category champs
Manufacturer sales of performance food and drink market
Figure 39: FDMx sales of performance food and drink, by leading companies, rolling 52 weeks 2011-12

Brand Share - Sports Drinks
Key points
Gatorade continues to navigate category following G Series relaunch
Powerade banner increases sales between 2011-12
Manufacturer sales of sports drinks
Figure 40: FDMx sales of sports drinks, by leading companies, rolling 52 weeks 2011 and 2012

Brand Share - Protein Drinks
Key points
Muscle Milk leads protein drinks market
Pure Protein, Body Fortress brands fuel Carlyle Group’s sales
Figure 41: Pure Protein print ad
Figure 42: Body Fortress Whey Protein ad
Abbott’s EAS banner bridges gap between performance, nutrition
Figure 43: EAS Lean 15 print ad
Figure 44: EAS Recovery Protein print ad
Coca-Cola invests in Core Power high-protein milk shake
Manufacturer sales of protein drinks
Figure 45: FDMx sales of protein drinks, by leading companies, rolling 52 weeks 2011 and 2012

Brand Share - Athletic Bars
Key points
PowerBar’s portfolio keeps brand in top spot despite declines
CLIF BUILDER’s bar, other products report growth
Manufacturer sales of athletic bars
Figure 46: FDMx sales of athletic bars, by leading companies, rolling 52 weeks 2011 and 2012

Innovations and Innovators
Beverage mixes provide on-the-go ease for performance drinks
Packaging innovations bring fresh take to performance products
Natural product formulations target health-focused consumers
Products target specific users with specialized formulations, flavors

Marketing Strategies
Overview of the brand landscape
Brand analysis: Gatorade
Online initiatives
TV presence
Figure 47: Gatorade, television ad, 2012
Figure 48: Gatorade, television ad, 2012
Figure 49: Gatorade, television ad, 2012
Figure 50: Gatorade, television ad, 2012
Brand analysis: Muscle Milk
Online initiatives
TV presence
Figure 51: CytoSport, television ad, 2012
Print and other
Figure 52: Muscle Milk print ad, December 2012
Brand analysis: BSN
Online initiatives
Print and other
Figure 53: BSN Amino-X print Ad, December 2012
Figure 54: BSN N.O.-Xplode 2.0 Ad, December 2012
Figure 55: BSN CellMass 2.0 print Ad, December 2012
Figure 56: BSN Syntha-6 print Ad, December 2012

Consumer Preferences for Performance Food
Key points
Energy bars most popular choice among performance food segments
Figure 57: Household consumption of performance food, October 2012
Mid-to-high-income households most common performance food buyers
Figure 58: Household consumption of performance food, by household income, October 2012
Diet, exercise important for some, but not all, performance food users
Figure 59: Personal consumption of performance food, by fitness, October 2012
Performance food connects with 18-34 year old consumers
Figure 60: Personal consumption of performance food, by gender and age, October 2012
Consumer preferences depend on performance food purpose
Figure 61: Reasons for personal use of performance food, October 2012

Consumer Preferences for Performance Drinks
Key points
Households more likely to purchase sports drinks than energy foods
Figure 62: Household consumption of performance drinks, October 2012
Sports drinks have appeal across nearly all income levels
Figure 63: Household consumption of performance drinks, by household income, October 2012
Lower-income households consume a higher volume of sports drinks
Figure 64: Thirst quencher and sports/activity drinks, by household income, April 2011-June 2012
Performance drinks have particular appeal for exercisers
Figure 65: Personal consumption of performance drinks, by fitness, October 2012
Protein, other performance drinks popular with dieters
Figure 66: Personal consumption of performance drinks, by diet, October 2012
Young men most likely to consume performance drinks
Figure 67: Personal consumption of performance drinks, by gender and age, October 2012
Energy, fortification preferred in performance drinks
Figure 68: Reasons for personal use of performance drinks, October 2012

Consumer Attitudes toward Performance Products
Key points
Taste, convenience are lead influencers of consumption
Figure 69: Reasons for personal consumption of performance food and drink, by age, October 2012
Women pay attention to product attributes, men to athlete partnerships
Figure 70: Attitudes on flavor and promotions of performance products, by gender and age, October 2012
Young men buy into the functionality of performance products
Figure 71: Attitudes and behaviors toward functionality of performance products, by gender and age, October 2012
Fitness buffs, dieters look to performance products for varying purposes
Figure 72: Reasons for personal consumption of performance food and drink, by fitness, October 2012
Figure 73: Reasons for personal consumption of performance food and drink, by diet, October 2012
Cost to wallet, waistline keeps some consumers away from category
Figure 74: Reasons for not personally consuming performance food and drink, by fitness, October 2012
Figure 75: Reasons for not personally consuming performance food and drink, by diet, October 2012
Mature consumers likely to abstain from performance products
Figure 76: Reasons for not personally consuming performance food and drink, by age, October 2012

Impact of Race and Hispanic Origin
Key points
Sports drinks have particular appeal with Hispanic, black consumers
Figure 77: Household consumption of performance drinks, by race/Hispanic origin, October 2012
Figure 78: Personal consumption of performance drinks, by race/Hispanic origin, October 2012
Blacks, Asians, Hispanics report highest sports drink consumption
Figure 79: Thirst quencher and sports/activity drinks, by race/Hispanic origin, April 2011-June 2012
Asian, black, Hispanic consumers embrace performance food
Figure 80: Household consumption of performance food, by race/Hispanic origin, October 2012
Figure 81: Personal consumption of performance food, by race/Hispanic origin, October 2012
Non-white consumers shop around for performance products
Figure 82: Performance food retail purchase preferences, by race/Hispanic origin, October 2012
Figure 83: Performance drink retail purchase preferences, by race/Hispanic origin, October 2012
Taste connects with Hispanics, functionality with black consumers
Figure 84: Reasons for personal performance product consumption, by race/Hispanic origin, October 2012
Hispanics, blacks turn to performance products to fuel activity
Figure 85: Attitudes and behaviors toward performance products, by race/Hispanic origin, October 2012
Athlete endorsements most effective with Hispanics, blacks
Figure 86: Attitudes toward athletes and performance products, by race/Hispanic origin, October 2012

Cluster Analysis
Weight Conscious
Demographics
Characteristics
Opportunity
For the Health of It
Demographics
Characteristics
Opportunity
Fitness Buffs
Demographics
Characteristics
Opportunity
Thirst Quenchers
Demographics
Characteristics
Opportunity
Cluster characteristic tables
Figure 87: Target clusters, October 2012
Figure 88: Target clusters, by diet, October 2012
Figure 89: Exercise frequency, by target clusters, October 2012
Figure 90: Household consumption of performance food, by target clusters, October 2012
Figure 91: Household consumption of performance drinks, by target clusters, October 2012
Figure 92: Performance food purchase preferences, by retail channel, by target clusters, October 2012
Figure 93: Performance food purchase preferences, by retail channel, by target clusters, October 2012
Figure 94: Reasons for purchasing performance products, by target clusters, October 2012
Figure 95: Reasons for personal performance food product consumption, by target clusters, October 2012
Cluster demographic tables
Figure 96: Target clusters, by demographic, October 2012
Cluster methodology
Figure 97: Attitudes and behaviors toward performance food and drink, by target clusters, October 2012

SymphonyIRI Group Builders Panel Data
Key household purchase measures—Sports drinks
Overview of sports drinks
Consumer insights on key sports drink purchase measures
Brand map
Figure 98: Brand map, buying rate of selected brands of sports drinks, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 99: Key purchase measures for top brands of sports drinks, by household penetration, 2012*

Appendix - Other Useful Consumer Tables
Retail preferences
Figure 100: Consumption of performance food, by retail channel purchase preferences, October 2012
Figure 101: Consumption of performance food, by retail channel purchase preferences, October 2012
Figure 102: Consumption of performance food, by retail channel purchase preferences, October 2012
Figure 103: Consumption of performance drinks, by retail channel purchase preferences, October 2012
Figure 104: Consumption of performance drinks, by retail channel purchase preferences, October 2012
Figure 105: Consumption of performance drinks, by retail channel purchase preferences, October 2012
Consumer preferences for performance food
Figure 106: Personal consumption of performance food, by marital/relationship status, October 2012
Figure 107: Personal consumption of performance food, by children in household, October 2012
Figure 108: Personal consumption of performance food, by employment, October 2012
Figure 109: Personal consumption of performance food, by region, October 2012
Consumer preference for performance drinks
Figure 110: Personal consumption of performance drinks, by children in household, October 2012
Figure 111: Personal consumption of performance drinks, by region, October 2012
Figure 112: Thirst quencher and sports/activity drinks, by age, April 2011-June 2012
Figure 113: Thirst quencher and sports/activity drinks, by gender and age, April 2011-June 2012
Figure 114: Thirst quencher and sports/activity drinks, by race/Hispanic origin, April 2011-June 2012
Consumer attitudes toward performance products
Figure 115: Exercise frequency, by gender and age, October 2012
Figure 116: Reasons for purchasing performance products, by generation, October 2012
Figure 117: Reasons for purchasing performance products, by diet, October 2012
Figure 118: Reasons for purchasing performance products, by fitness, October 2012

Appendix - SymphonyIRI Builders Panel Data Definitions
SymphonyIRI Consumer Network Metrics

Appendix: Trade Associations

Related Reports:  

 

Custom Research
If above report doesn't have the business information suitable for your business, we can provide custom research that would be lucrative for your business or enhance your profession. We leverage most comprehensive, affordable, high-quality custom research which will match exact topic & specifications of your choice. Please visit Custom Research page to make an enquiry.

 

Top Go to top of the page

product id: 364957, price: INR 250625, Mintel Group

International Travel Grant for Members of
MANLIBNET (Management Libraries Network)
We accept
Phone: +91.22.27810772, 27810773
E-mail: info@bharatbook.com
Hours: Mon to Sat 8:00 AM to 8:00 PM IST
Call USA/Canada 1-866-279-8368
 
GPlus
About Trust Online