Sports Nutritionals Market in the U.S.: Sports Drinks and Nutrition Bars
Driven by 77 million users of sports drinks and powered by 28 million consumers of nutrition bars, the sports nutritional market has experienced encouraging growth in recent years. This new Packaged Facts report identifies trends influencing the sports nutritional market, highlights key market opportunities and drills down into the factors affecting the growth of the retail sales of nutrition bars and sports drinks through 2017. It also analyzes the competitive positions of key players in the market and highlights marketing and new product trends.
The report uncovers a number of developments creating both challenges and opportunities for marketers. For example, the report pinpoints the vast demographic and attitudinal differences between those who are high-volume users of sports drinks and those who eat relatively large quantities of nutrition bars. Women dominate the market for nutrition bars. Only 45% of those eating at least one nutrition bar in the last 30 days are men, while 55% are women. Female consumers of nutrition bars outnumber their male counterparts 15.2 million to 12.4 million and offer a major opportunity for nutrition bars as well as other sports nutritionals geared especially for women.
In sharp contrast, men account for 64% of high-volume users of sports drink, and young men are most likely to use sports drinks. Yet, marketers need to face the fact that the population of males under the age of 25, their most prized marketing target, will decline over the next decade as the aging of America begins to accelerate.
The report also shows how consumers pursuing individual sports and fitness activities, rather than team sport players, are the key to success in the retail sports nutritional market. When it comes to targeting consumers of large quantities of sports nutritional products, 6.3 million fitness walkers comprise the single largest and most attractive market segment. Those taking yoga classes (1.3 million) as well as those pursuing outdoor activities such as mountain biking (1.5 million) and camping and backpacking (1.2 million each) are more numerous than soccer, football, softball, baseball or volleyball players.
Market Definition
The market for sports nutritionals includes sports drinks and nutrition bars as well as product categories such as protein and weight gain powders, and pre- and post-workout supplements and energy gels. This Packaged Facts report focuses on the market for sports drinks and nutrition bars.
The report defines the market for sports drinks and nutrition bars on the basis of product segments provided by SymphonyIRI InfoScan Reviews, which tracks sales through U.S. supermarkets and grocery stores, drugstores, and mass merchandisers (including Target and Kmart but excluding Walmart) with annual sales of $2 million or more.
The nutrition bar category includes bars that may also be referred to as energy bars, diet bars and sports bars. SymphonyIRI tracks nutrition bars in the category called “nutritional/intrinsic health value” bars.
The report uncovers a number of developments creating both challenges and opportunities for marketers. For example, the report pinpoints the vast demographic and attitudinal differences between those who are high-volume users of sports drinks and those who eat relatively large quantities of nutrition bars. Women dominate the market for nutrition bars. Only 45% of those eating at least one nutrition bar in the last 30 days are men, while 55% are women. Female consumers of nutrition bars outnumber their male counterparts 15.2 million to 12.4 million and offer a major opportunity for nutrition bars as well as other sports nutritionals geared especially for women.
In sharp contrast, men account for 64% of high-volume users of sports drink, and young men are most likely to use sports drinks. Yet, marketers need to face the fact that the population of males under the age of 25, their most prized marketing target, will decline over the next decade as the aging of America begins to accelerate.
The report also shows how consumers pursuing individual sports and fitness activities, rather than team sport players, are the key to success in the retail sports nutritional market. When it comes to targeting consumers of large quantities of sports nutritional products, 6.3 million fitness walkers comprise the single largest and most attractive market segment. Those taking yoga classes (1.3 million) as well as those pursuing outdoor activities such as mountain biking (1.5 million) and camping and backpacking (1.2 million each) are more numerous than soccer, football, softball, baseball or volleyball players.
Market Definition
The market for sports nutritionals includes sports drinks and nutrition bars as well as product categories such as protein and weight gain powders, and pre- and post-workout supplements and energy gels. This Packaged Facts report focuses on the market for sports drinks and nutrition bars.
The report defines the market for sports drinks and nutrition bars on the basis of product segments provided by SymphonyIRI InfoScan Reviews, which tracks sales through U.S. supermarkets and grocery stores, drugstores, and mass merchandisers (including Target and Kmart but excluding Walmart) with annual sales of $2 million or more.
The nutrition bar category includes bars that may also be referred to as energy bars, diet bars and sports bars. SymphonyIRI tracks nutrition bars in the category called “nutritional/intrinsic health value” bars.
Chapter 1 Executive Summary Market Definition
Methodology
Market Overview
Sports Drinks
Table 1-1: U.S. Retail Sales of Sports Drinks, 2007-2012
Table 1-2: Projected U.S. Retail Sales of Sports Drinks, 2012-2017
Nutrition Bars
Table 1-3: U.S. Retail Sales of Nutrition Bars, 2007-2012
Table 1-4: Projected U.S. Retail Sales of Nutrition Bars, 2012-2017
Insights and Opportunities
Sports Nutritional Marketers Seek Balance between Extreme Athletes and
Recreational Users
Consumers of Sports Drinks and Nutrition Bars Live in Two Different Worlds
Individual Fitness Buffs Generate Sports Nutrition Market Opportunities
Aging of America Will Create Challenges—and Opportunities—for Sports
Nutritional Marketers
Women Important Target for Sports Nutritional Marketers
Younger Men Remain Key to Succeeding in Sports Drink Market
Sports Drink Market Trends
Sports Drink Market Dominated by PepsiCo’s Gatorade and Coca-Cola’s
Powerade
Powerade Shows More Consistent Growth than Gatorade
New Water Enhancers Poach on Sports Drink Mix Category
“Natural” Ingredients Highlighted in Many New Products
Sports Drinks Appeal Most to Team Sports Participants, but Fitness Activities
and Individual Sports Have Highest Numbers of Sports Drinks Users
Men More Likely to Use Sports Drinks but Women Still Matter in Sports Drink
Market
Sports Drinks Appeal to Multicultural Consumers
Nutrition Bar Market Trends
Clif Bar & Co. Leads the Pack
Clif Bar Succeeds with Socially Conscious Strategy
NBTY Boosts Market Share with Purchase of Balance Bar
Fiber One Top Seller among New Products
Nutrition Bars Appeal to Fitness Buffs
Dieting Part of Nutrition Bar Culture
Women More Likely to Eat Nutrition Bars
25- to 44-Year-Olds a Demographic Sweet Spot for Marketers of Nutrition Bars
Chapter 2 Insights and Opportunities Topline Insights
Sports Nutritional Market Continues Upswing
Table 2-1: Dollar Sales of Sports Nutrition Products by GNC and Vitamin
Shoppe, 2010-2012
Participation in Individual Fitness Activities and Outdoor Activities Grows
Faster than Team Sports Involvement
Table 2-2: Trends in Participation in Physical Fitness Programs and Sports, 2007 vs. 2012
Convenience and Customization Trend Upward in Sports Nutritional Market
Sports Nutritional Marketers Seek Balance between Extreme Athletes and Recreational Users
Table 2-3: Primary Marketing Focus of Leading Sports Nutritional Marketers
Boundaries of Sports Drink Market Blur Consumers of Sports Drinks and Nutrition Bars Live in Two Different Worlds
Table 2-4: Demographic Profile, Consumers of Five or More Sports Drinks vs. Consumers of Three or More Nutrition Bars in Last 30 Days
Market Opportunities
Individual Fitness Buffs Generate Sports Nutritional Market Opportunities
Table 2-5: Number of Consumers Using 5+ Sports Drinks and 3+ Nutrition Bars and 7+ Cans Nutritional Supplements in Last 30 Days by Type of Sport/Fitness Activity
Table 2-6: Demographic Profile of Consumers Using 5+ Sports Drinks and 3+ Nutrition Bars and 7+ Cans Nutritional Supplements in Last 30 Days
Aging of America Will Create Challenges—and Opportunities—for Sports Nutritional Marketers
Table 2-7: Projected Changes in U.S. Population by Age Group, 2011 vs. 2020
Women Important Target for Sports Nutritional Marketers
For Now, Younger Men Still Key to Succeeding in Sports Drink Market
Table 2-8: 18- to 34-Year-Old Men as Percent of Those Using Five or More Sports Drinks in Last 30 Days by Race and Hispanic Origin
Table 2-9: 18- to 49-Year-Old Men as Percent of Those Using Five or More Sports Drinks in Last 30 Days by Race and Hispanic Origin
Young C-Store Habitués Especially Important to Sports Drink Marketers
Table 2-10: Convenience Store Shopping by Users of Sports Drinks
Table 2-11: Demographic Profile of Consumers Using Five or More Sports Drinks and Making 10 or More Convenience Store Visits in Last 30 Days
New Media Effective in Sports Nutritional Market
Table 2-12: Involvement in Social Media by High-Volume Consumers of
Sports Drinks and Nutrition Bars
Figure 2-1: Percent of High-Volume Users of Sports Drinks and Nutrition Bars Agreeing “I Am Likely to Purchase Products I See Advertised on My Cellphone”
Traditional Media Remain Important
Table 2-13: Attitudes toward Magazines of High-Volume Consumers of
Sports Drinks and Nutrition Bars
Environmentally-Conscious Marketing Appeals More to Nutrition Bar Users
Table 2-14: Attitudes toward the Environment of High-Volume Consumers of
Sports Drinks and Nutrition Bars
Chapter 3 Sports Drinks
Overview
Sports Drinks Have Fabled History
Traditional Sports Drinks Morph into Something Else
Historical Sales Trends
More than 76 Million Consumers Actively Use Sports Drinks
Table 3-1: Number of Consumers Using Sports Drinks in Last 30 Days by Number of Drinks
Volume Consumption of Sports Drinks Tepid Over Past Five Years as Casual Use Increases
Table 3-2: Number of Sports Drinks Used in Last 30 Days, 2007 vs. 2012
Market for Sports Drinks on the Rebound
Table 3-3: U.S. Retail Sales of Sports Drinks, 2007-2012
Non-Aseptic Sports Drinks Dominate
Figure 3-1: Sports Drink Market by Type of Sports Drink
Convenience Stores Key Channel in Sports Drink Market
Figure 3-2: Share of U.S. Retail Sales of Sports Drinks by Retail Channel, 2012
Mass-Market Sales Show Modest Year-over-Year Uptick
Table 3-4: IRI-Tracked Dollar Sales of Sports Drinks by Leading Marketers and Brands by Type of Sports Drink, 52 Weeks Ending April 21, 2013
Table 3-5: IRI-Tracked Sales of Sports Drinks by Volume Growth by Type of Sports Drink, 52 Weeks Ending April 21, 2013
Projected Market Growth
Health and Fitness Craze Will Benefit Sports Drink Marketers
Table 3-6: Number of Adults Agreeing “I Make Sure I Exercise Regularly,” 2007 vs. 2012
Table 3-7: Number of Adults Participating in Physical Fitness Programs by Number of Times per Week, 2007 vs. 2012
Innovation and Competition Will Continue to Spark Growth in Sports Drink Market
Dip in Youth Population Will Affect Sports Drink Market
Table 3-8: Projected Changes in U.S. Population by Age Group, 2011 vs.2015
Table 3-9: Projected Changes in U.S. Population by Age Group, 2015-2020 .. 45
Figure 3-3: Projected Population of 14- to 24-Year-Old Males, 2011-2025
Drop in Popularity of Team Sports Will Have Impact
Health Concerns Raise Obstacles
New Government Regulations Will Limit In-School Sales of Many Sports Drinks
Sports Drink Market Will Experience Moderate Growth through 2017
Table 3-10: Projected U.S. Retail Sales of Sports Drinks, 2012-2017
The Competitors
Beverage Behemoths Contest Sports Drinks Market
Sports Drink Market Dominated by PepsiCo’s Gatorade and Coca-Cola’s Powerade
Figure 3-4: Marketers with Largest Shares of IRI-Tracked Dollar Sales of Sports Drinks, 52 Weeks Ending April 21, 2013
Table 3-11: IRI-Tracked Dollar Sales of Sports Drinks by Leading Marketers and Brands by Type of Sports Drink, 52 Weeks Ending April 21, 2013
PepsiCo Stays the Course with Revised Gatorade Strategy
Powerade Shows More Consistent Growth than Gatorade
Figure 3-5: Percent Annual Increase of Unit Case Volume of Powerade, 2010-2012
Brands of Market Leaders Show Mixed Results in Mass Market
Table 3-12: IRI-Tracked Dollar Sales of Sports Drinks by Leading Marketers and Brands, 52 Weeks Ending April 21, 2013
Gatorade Stumbles with “G Series Fit” Product Line
Gatorade Has More Appeal to Affluent Consumers
Table 3-13: Demographic Profile of Gatorade and Powerade Users
Growth in Dollar Sales of Private Label Sports Drinks Beats the Average
Table 3-14: IRI-Tracked Dollar Sales of Sports Drinks by Private Labels, 52
Weeks Ending April 21, 2013
From Pickle Juice to Coconut Water: Other Products Chip Away at
Traditional Sports Drinks
Protein-Enhanced Drinks Muscle In on Sports Drink Market
BODYARMOR Makes an Impact
Marketing and New Product Trends
Powerade Uses “Nameonics” to “Power Through” 2012 Olympics and Beyond
Gatorade Returns to Its (Grass) roots in 2013
New Water Enhancers Poach on Sports Drink Mix Category
Table 3-15: IRI-Tracked Dollar Sales of Sports Drink Mixes by Leading Marketers and Brands, 52 Weeks Ending April 21, 2013
CytoSport Ties in with Major League Baseball
Kill Cliff Recovery Drink Targets Only the Fittest, Others Focus on the Average Joe
GNC Launches New Line of Branded Drinks
“Natural” Ingredients Highlighted in Many New Products
Consumer Trends
Sports Drinks Appeal Most to Team Sports Participants
Table 3-16: Percent of Sports/Physical Fitness Program Participants Using
at Least One Sports Drink in Last 30 Days by Type of Sport
Team Athletes Also Most Likely to Use High Volumes of Sports Drinks
Table 3-17: Percent of Sports/Physical Fitness Program Participants Using
Five or More Sports Drinks in Last 30 Days by Type of Activity
Fitness Activities and Individual Sports Have Highest Numbers of Sports Drink Users
Table 3-18: Number of Sports/Physical Fitness Program Participants Using at Least One Sports Drink in Last 30 Days by Type of Activity
Table 3-19: Number and Percent of Sports/Physical Fitness Participants
Using Five or More Sports Drinks in Last 30 Days by Type of Activity
Men More Likely to Use Sports Drinks but Women Still Matter in Sports Drink Market
Table 3-20: Number of Adults Using at Least One Sports Drink in Last 30 Days by Gender and Age
Table 3-21: Number of Adults Using Five or More Sports Drinks in Last 30 Days by Gender and Age
Sports Drinks Appeal to Multicultural Consumers
Table 3-22: Demographic Profile of Consumers Using At Least One vs. Five or More Sports Drinks in Last 30 Days
Media Consumption Patterns of Sports Drink Users Provide Important Clues for Marketers
Table 3-23: Favorite Cable TV Services of Consumers Using Five or More Sports Drinks in Last 30 days
Table 3-24: Favorite Magazines of Consumers Using Five or More Sports Drinks in Last 30 Days
Chapter 4 Nutrition Bars Overview
Historical Sales Trends
Fans of Nutrition Bars Total 28 Million
Table 4-1: Number and Percent of Consumers Eating at Least One Nutrition Bar in Last 30 Days, 2007-2012
Trend Analysis Shows Uneven Growth in Consumer Interest in Nutrition Bars
Table 4-2: Trends in Number of Consumers Eating at Least One Nutrition Bar in Last 30 Days, 2007-2012
High-Volume Consumers Shore Up Market for Nutrition Bars
Table 4-3: Number of Consumers Eating at Least One Nutrition Bar by Number of Bars in Last 30 Days
Table 4-4: Number of Consumers Eating Nutrition Bars in Last 30 Days by Number of Bars Consumed, 2007 vs. 2012
Table 4-5: Number of Nutrition Bars Consumed in Last 30 Days by Volume of Consumption, 2007 vs. 2012
Table 4-6: Number of Nutrition Bars Consumed in Last 30 Days, 2007 vs. 2012
Total U.S. Retail Sales of Nutrition Bars Experienced Improved Growth in Past Three Years
Table 4-7: U.S. Retail Sales of Nutrition Bars, 2007-2012
Retail Channels Analyzed
Figure 4-1: Share of U.S. Retail Sales of Nutrition Bars by Retail Channel, 2012
Mass Market for Nutrition Bars Shows Healthy Year-over-Year Growth
Table 4-8: IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars, 52 Weeks Ending April 21, 2013
Projected Market Growth
Growth in Number of Fitness Buffs Outpaces Population Growth
Table 4-9: Number of Adults Participating in Physical Fitness Programs vs. Adult Population, 2007 vs. 2012
Changes in Snacking Habits Support Growth in Nutrition Bar Market
Table 4-10: Attitudes toward Snacking, 2007 vs. 2012
Demographic Trends Favor Growth in Nutrition Bar Market
Table 4-11: Projected Changes in U.S. Population by Age Group, 2011 vs. 2015
Table 4-12: Projected Changes in U.S. Population by Age Group, 2015-2020
Expansion of Sports Nutrition Retail Channel Boosts Market Prospects
Substantial Market Growth Anticipated
Table 4-13: Projected U.S. Retail Sales of Nutrition Bars, 2012-2017
The Competitors
Clif Bar & Co. Leads the Pack
Figure 4-2: Marketers with Largest Shares of IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars, 52 Weeks Ending April 21, 2013
Clif Bar, General Mills and Kind LLC Boost Mass-Market Share
Table 4-14: IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars by Leading Marketers, 52 Weeks Ending April 21, 2013
Popularity of Clif Brand Soars
Table 4-15: Trends in Use of Nutrition Bars by Brand, 2007 vs. 2012
Nature Valley Grabs Market Share
Table 4-16: IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars by Leading Brands and Marketers, 52 Weeks Ending April 21, 2013
Fastest-Growing Brands Highlighted
Table 4-17: IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars by Fastest-Growing Brands, 52 Weeks Ending April 21, 2013
Private-Label Bars Lag Behind
Table 4-18: IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars for 52 Weeks Ending April 21, 2013, Private Label vs. Other Brands
Clif Bar Succeeds with Socially Conscious Strategy
Nature Valley Provides Boost to General Mills
Table 4-19: IRI-Tracked Dollar Sales of General Mills Nutritional/Intrinsic Health Value Bars by Brand, 52 Weeks Ending April 21, 2013 110
Abbot Nutrition Plays Significant Role in Market
NBTY Boosts Market Share with Purchase of Balance Bar
Table 4-20: IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars by NBTY Inc. Before and After Acquisition of Balance Bar, 52 Weeks Ending April 21, 2013
Marketing and New Product Trends
CLIF Kid Promotes Healthy Active Lifestyles for Kids
Balance Bar Helps Athletes and Sports Enthusiasts “Find their Balance”
KIND Works to Make the World a Little Kinder
Forward Foods Launches “Detour for Good” Program
Fiber One Top Seller among New Products
Table 4-21: IRI-Tracked Dollar Sales of New Products in Nutritional/ Intrinsic Health Value Bars Category by Leading Brands and Marketers, 52 Weeks Ending April 21, 2013
KIND Introduces Nuts & Spices Bars
ZonePerfect Introduces Perfectly Simple
EAS Sports Nutrition Brand Releases New Products
CLIF Builders Debuts New 30 Gram Protein Bar
Consumer Trends
Nutrition Bars Appeal to Fitness Buffs
Table 4-22: Sports Most Popular among Consumers Eating at Least One Nutrition Bar in Last 30 Days
Nutrition Bars Popular among Individual Sports Participants, Team Sports Not So Much
Table 4-23: Percent of Sports/Physical Fitness Program Participants Eating at Least One Nutrition Bar in Last 30 Days by Type of Sport
Dieting Part of Nutrition Bar Culture
Figure 4-3: Percent Agreeing “Most of the Time I Am Trying to Lose Weight by Dieting”
New Nutritional Products Appeal
Table 4-24: Attitudes toward Nutrition of Consumers Eating Three or More
Nutrition Bars in Last 30 Days
Nutrition Bar Fans Eat All Day Long
Table 4-25: Eating Habits of Consumers Eating Three or More Nutrition Bars in Last 30 Days
Women More Likely to Eat Nutrition Bars
Figure 4-4: Percent of Men and Women Eating at Least One Nutrition Bar in Last 30 Days
Table 4-26: Number and Percent of Men and Women Eating Nutrition Bars in Last 30 Days
25- to 44-Year-Olds a Demographic Sweet Spot for Marketers of Nutrition Bars
Table 4-27: Percent of Consumers Eating Nutrition Bars in Last 30 Days by Age Group
Eating Nutrition Bars a Sign of Affluence
Table 4-28: Percent of Consumers Eating Nutrition Bars in Last 30 Days by Education, Employment Status and Household Income
Consumers of Nutrition Bars Mirror U.S. Diversity
Table 4-29: Percent of Consumers Eating Nutrition Bars in Last 30 Days by Race and Hispanic Origin
Nutrition Bars an Urban, Coastal Phenomenon
Table 4-30: Percent of Consumers Eating Nutrition Bars in Last 30 Days by Region and Place of Residence
Different Brands for Different Folks
Table 4-31: Demographic Highlights of Consumers Eating Nutrition Bars in Last 30 Days by Brand Eaten Most
High Percentage of Fitness and Women’s Magazine Readers Eat Large Volume of Nutrition Bars
Table 4-32: Favorite Magazines of Consumers Eating Five or More Nutrition Bars in Last 30 Days
Methodology
Market Overview
Sports Drinks
Table 1-1: U.S. Retail Sales of Sports Drinks, 2007-2012
Table 1-2: Projected U.S. Retail Sales of Sports Drinks, 2012-2017
Nutrition Bars
Table 1-3: U.S. Retail Sales of Nutrition Bars, 2007-2012
Table 1-4: Projected U.S. Retail Sales of Nutrition Bars, 2012-2017
Insights and Opportunities
Sports Nutritional Marketers Seek Balance between Extreme Athletes and
Recreational Users
Consumers of Sports Drinks and Nutrition Bars Live in Two Different Worlds
Individual Fitness Buffs Generate Sports Nutrition Market Opportunities
Aging of America Will Create Challenges—and Opportunities—for Sports
Nutritional Marketers
Women Important Target for Sports Nutritional Marketers
Younger Men Remain Key to Succeeding in Sports Drink Market
Sports Drink Market Trends
Sports Drink Market Dominated by PepsiCo’s Gatorade and Coca-Cola’s
Powerade
Powerade Shows More Consistent Growth than Gatorade
New Water Enhancers Poach on Sports Drink Mix Category
“Natural” Ingredients Highlighted in Many New Products
Sports Drinks Appeal Most to Team Sports Participants, but Fitness Activities
and Individual Sports Have Highest Numbers of Sports Drinks Users
Men More Likely to Use Sports Drinks but Women Still Matter in Sports Drink
Market
Sports Drinks Appeal to Multicultural Consumers
Nutrition Bar Market Trends
Clif Bar & Co. Leads the Pack
Clif Bar Succeeds with Socially Conscious Strategy
NBTY Boosts Market Share with Purchase of Balance Bar
Fiber One Top Seller among New Products
Nutrition Bars Appeal to Fitness Buffs
Dieting Part of Nutrition Bar Culture
Women More Likely to Eat Nutrition Bars
25- to 44-Year-Olds a Demographic Sweet Spot for Marketers of Nutrition Bars
Chapter 2 Insights and Opportunities Topline Insights
Sports Nutritional Market Continues Upswing
Table 2-1: Dollar Sales of Sports Nutrition Products by GNC and Vitamin
Shoppe, 2010-2012
Participation in Individual Fitness Activities and Outdoor Activities Grows
Faster than Team Sports Involvement
Table 2-2: Trends in Participation in Physical Fitness Programs and Sports, 2007 vs. 2012
Convenience and Customization Trend Upward in Sports Nutritional Market
Sports Nutritional Marketers Seek Balance between Extreme Athletes and Recreational Users
Table 2-3: Primary Marketing Focus of Leading Sports Nutritional Marketers
Boundaries of Sports Drink Market Blur Consumers of Sports Drinks and Nutrition Bars Live in Two Different Worlds
Table 2-4: Demographic Profile, Consumers of Five or More Sports Drinks vs. Consumers of Three or More Nutrition Bars in Last 30 Days
Market Opportunities
Individual Fitness Buffs Generate Sports Nutritional Market Opportunities
Table 2-5: Number of Consumers Using 5+ Sports Drinks and 3+ Nutrition Bars and 7+ Cans Nutritional Supplements in Last 30 Days by Type of Sport/Fitness Activity
Table 2-6: Demographic Profile of Consumers Using 5+ Sports Drinks and 3+ Nutrition Bars and 7+ Cans Nutritional Supplements in Last 30 Days
Aging of America Will Create Challenges—and Opportunities—for Sports Nutritional Marketers
Table 2-7: Projected Changes in U.S. Population by Age Group, 2011 vs. 2020
Women Important Target for Sports Nutritional Marketers
For Now, Younger Men Still Key to Succeeding in Sports Drink Market
Table 2-8: 18- to 34-Year-Old Men as Percent of Those Using Five or More Sports Drinks in Last 30 Days by Race and Hispanic Origin
Table 2-9: 18- to 49-Year-Old Men as Percent of Those Using Five or More Sports Drinks in Last 30 Days by Race and Hispanic Origin
Young C-Store Habitués Especially Important to Sports Drink Marketers
Table 2-10: Convenience Store Shopping by Users of Sports Drinks
Table 2-11: Demographic Profile of Consumers Using Five or More Sports Drinks and Making 10 or More Convenience Store Visits in Last 30 Days
New Media Effective in Sports Nutritional Market
Table 2-12: Involvement in Social Media by High-Volume Consumers of
Sports Drinks and Nutrition Bars
Figure 2-1: Percent of High-Volume Users of Sports Drinks and Nutrition Bars Agreeing “I Am Likely to Purchase Products I See Advertised on My Cellphone”
Traditional Media Remain Important
Table 2-13: Attitudes toward Magazines of High-Volume Consumers of
Sports Drinks and Nutrition Bars
Environmentally-Conscious Marketing Appeals More to Nutrition Bar Users
Table 2-14: Attitudes toward the Environment of High-Volume Consumers of
Sports Drinks and Nutrition Bars
Chapter 3 Sports Drinks
Overview
Sports Drinks Have Fabled History
Traditional Sports Drinks Morph into Something Else
Historical Sales Trends
More than 76 Million Consumers Actively Use Sports Drinks
Table 3-1: Number of Consumers Using Sports Drinks in Last 30 Days by Number of Drinks
Volume Consumption of Sports Drinks Tepid Over Past Five Years as Casual Use Increases
Table 3-2: Number of Sports Drinks Used in Last 30 Days, 2007 vs. 2012
Market for Sports Drinks on the Rebound
Table 3-3: U.S. Retail Sales of Sports Drinks, 2007-2012
Non-Aseptic Sports Drinks Dominate
Figure 3-1: Sports Drink Market by Type of Sports Drink
Convenience Stores Key Channel in Sports Drink Market
Figure 3-2: Share of U.S. Retail Sales of Sports Drinks by Retail Channel, 2012
Mass-Market Sales Show Modest Year-over-Year Uptick
Table 3-4: IRI-Tracked Dollar Sales of Sports Drinks by Leading Marketers and Brands by Type of Sports Drink, 52 Weeks Ending April 21, 2013
Table 3-5: IRI-Tracked Sales of Sports Drinks by Volume Growth by Type of Sports Drink, 52 Weeks Ending April 21, 2013
Projected Market Growth
Health and Fitness Craze Will Benefit Sports Drink Marketers
Table 3-6: Number of Adults Agreeing “I Make Sure I Exercise Regularly,” 2007 vs. 2012
Table 3-7: Number of Adults Participating in Physical Fitness Programs by Number of Times per Week, 2007 vs. 2012
Innovation and Competition Will Continue to Spark Growth in Sports Drink Market
Dip in Youth Population Will Affect Sports Drink Market
Table 3-8: Projected Changes in U.S. Population by Age Group, 2011 vs.2015
Table 3-9: Projected Changes in U.S. Population by Age Group, 2015-2020 .. 45
Figure 3-3: Projected Population of 14- to 24-Year-Old Males, 2011-2025
Drop in Popularity of Team Sports Will Have Impact
Health Concerns Raise Obstacles
New Government Regulations Will Limit In-School Sales of Many Sports Drinks
Sports Drink Market Will Experience Moderate Growth through 2017
Table 3-10: Projected U.S. Retail Sales of Sports Drinks, 2012-2017
The Competitors
Beverage Behemoths Contest Sports Drinks Market
Sports Drink Market Dominated by PepsiCo’s Gatorade and Coca-Cola’s Powerade
Figure 3-4: Marketers with Largest Shares of IRI-Tracked Dollar Sales of Sports Drinks, 52 Weeks Ending April 21, 2013
Table 3-11: IRI-Tracked Dollar Sales of Sports Drinks by Leading Marketers and Brands by Type of Sports Drink, 52 Weeks Ending April 21, 2013
PepsiCo Stays the Course with Revised Gatorade Strategy
Powerade Shows More Consistent Growth than Gatorade
Figure 3-5: Percent Annual Increase of Unit Case Volume of Powerade, 2010-2012
Brands of Market Leaders Show Mixed Results in Mass Market
Table 3-12: IRI-Tracked Dollar Sales of Sports Drinks by Leading Marketers and Brands, 52 Weeks Ending April 21, 2013
Gatorade Stumbles with “G Series Fit” Product Line
Gatorade Has More Appeal to Affluent Consumers
Table 3-13: Demographic Profile of Gatorade and Powerade Users
Growth in Dollar Sales of Private Label Sports Drinks Beats the Average
Table 3-14: IRI-Tracked Dollar Sales of Sports Drinks by Private Labels, 52
Weeks Ending April 21, 2013
From Pickle Juice to Coconut Water: Other Products Chip Away at
Traditional Sports Drinks
Protein-Enhanced Drinks Muscle In on Sports Drink Market
BODYARMOR Makes an Impact
Marketing and New Product Trends
Powerade Uses “Nameonics” to “Power Through” 2012 Olympics and Beyond
Gatorade Returns to Its (Grass) roots in 2013
New Water Enhancers Poach on Sports Drink Mix Category
Table 3-15: IRI-Tracked Dollar Sales of Sports Drink Mixes by Leading Marketers and Brands, 52 Weeks Ending April 21, 2013
CytoSport Ties in with Major League Baseball
Kill Cliff Recovery Drink Targets Only the Fittest, Others Focus on the Average Joe
GNC Launches New Line of Branded Drinks
“Natural” Ingredients Highlighted in Many New Products
Consumer Trends
Sports Drinks Appeal Most to Team Sports Participants
Table 3-16: Percent of Sports/Physical Fitness Program Participants Using
at Least One Sports Drink in Last 30 Days by Type of Sport
Team Athletes Also Most Likely to Use High Volumes of Sports Drinks
Table 3-17: Percent of Sports/Physical Fitness Program Participants Using
Five or More Sports Drinks in Last 30 Days by Type of Activity
Fitness Activities and Individual Sports Have Highest Numbers of Sports Drink Users
Table 3-18: Number of Sports/Physical Fitness Program Participants Using at Least One Sports Drink in Last 30 Days by Type of Activity
Table 3-19: Number and Percent of Sports/Physical Fitness Participants
Using Five or More Sports Drinks in Last 30 Days by Type of Activity
Men More Likely to Use Sports Drinks but Women Still Matter in Sports Drink Market
Table 3-20: Number of Adults Using at Least One Sports Drink in Last 30 Days by Gender and Age
Table 3-21: Number of Adults Using Five or More Sports Drinks in Last 30 Days by Gender and Age
Sports Drinks Appeal to Multicultural Consumers
Table 3-22: Demographic Profile of Consumers Using At Least One vs. Five or More Sports Drinks in Last 30 Days
Media Consumption Patterns of Sports Drink Users Provide Important Clues for Marketers
Table 3-23: Favorite Cable TV Services of Consumers Using Five or More Sports Drinks in Last 30 days
Table 3-24: Favorite Magazines of Consumers Using Five or More Sports Drinks in Last 30 Days
Chapter 4 Nutrition Bars Overview
Historical Sales Trends
Fans of Nutrition Bars Total 28 Million
Table 4-1: Number and Percent of Consumers Eating at Least One Nutrition Bar in Last 30 Days, 2007-2012
Trend Analysis Shows Uneven Growth in Consumer Interest in Nutrition Bars
Table 4-2: Trends in Number of Consumers Eating at Least One Nutrition Bar in Last 30 Days, 2007-2012
High-Volume Consumers Shore Up Market for Nutrition Bars
Table 4-3: Number of Consumers Eating at Least One Nutrition Bar by Number of Bars in Last 30 Days
Table 4-4: Number of Consumers Eating Nutrition Bars in Last 30 Days by Number of Bars Consumed, 2007 vs. 2012
Table 4-5: Number of Nutrition Bars Consumed in Last 30 Days by Volume of Consumption, 2007 vs. 2012
Table 4-6: Number of Nutrition Bars Consumed in Last 30 Days, 2007 vs. 2012
Total U.S. Retail Sales of Nutrition Bars Experienced Improved Growth in Past Three Years
Table 4-7: U.S. Retail Sales of Nutrition Bars, 2007-2012
Retail Channels Analyzed
Figure 4-1: Share of U.S. Retail Sales of Nutrition Bars by Retail Channel, 2012
Mass Market for Nutrition Bars Shows Healthy Year-over-Year Growth
Table 4-8: IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars, 52 Weeks Ending April 21, 2013
Projected Market Growth
Growth in Number of Fitness Buffs Outpaces Population Growth
Table 4-9: Number of Adults Participating in Physical Fitness Programs vs. Adult Population, 2007 vs. 2012
Changes in Snacking Habits Support Growth in Nutrition Bar Market
Table 4-10: Attitudes toward Snacking, 2007 vs. 2012
Demographic Trends Favor Growth in Nutrition Bar Market
Table 4-11: Projected Changes in U.S. Population by Age Group, 2011 vs. 2015
Table 4-12: Projected Changes in U.S. Population by Age Group, 2015-2020
Expansion of Sports Nutrition Retail Channel Boosts Market Prospects
Substantial Market Growth Anticipated
Table 4-13: Projected U.S. Retail Sales of Nutrition Bars, 2012-2017
The Competitors
Clif Bar & Co. Leads the Pack
Figure 4-2: Marketers with Largest Shares of IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars, 52 Weeks Ending April 21, 2013
Clif Bar, General Mills and Kind LLC Boost Mass-Market Share
Table 4-14: IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars by Leading Marketers, 52 Weeks Ending April 21, 2013
Popularity of Clif Brand Soars
Table 4-15: Trends in Use of Nutrition Bars by Brand, 2007 vs. 2012
Nature Valley Grabs Market Share
Table 4-16: IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars by Leading Brands and Marketers, 52 Weeks Ending April 21, 2013
Fastest-Growing Brands Highlighted
Table 4-17: IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars by Fastest-Growing Brands, 52 Weeks Ending April 21, 2013
Private-Label Bars Lag Behind
Table 4-18: IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars for 52 Weeks Ending April 21, 2013, Private Label vs. Other Brands
Clif Bar Succeeds with Socially Conscious Strategy
Nature Valley Provides Boost to General Mills
Table 4-19: IRI-Tracked Dollar Sales of General Mills Nutritional/Intrinsic Health Value Bars by Brand, 52 Weeks Ending April 21, 2013 110
Abbot Nutrition Plays Significant Role in Market
NBTY Boosts Market Share with Purchase of Balance Bar
Table 4-20: IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars by NBTY Inc. Before and After Acquisition of Balance Bar, 52 Weeks Ending April 21, 2013
Marketing and New Product Trends
CLIF Kid Promotes Healthy Active Lifestyles for Kids
Balance Bar Helps Athletes and Sports Enthusiasts “Find their Balance”
KIND Works to Make the World a Little Kinder
Forward Foods Launches “Detour for Good” Program
Fiber One Top Seller among New Products
Table 4-21: IRI-Tracked Dollar Sales of New Products in Nutritional/ Intrinsic Health Value Bars Category by Leading Brands and Marketers, 52 Weeks Ending April 21, 2013
KIND Introduces Nuts & Spices Bars
ZonePerfect Introduces Perfectly Simple
EAS Sports Nutrition Brand Releases New Products
CLIF Builders Debuts New 30 Gram Protein Bar
Consumer Trends
Nutrition Bars Appeal to Fitness Buffs
Table 4-22: Sports Most Popular among Consumers Eating at Least One Nutrition Bar in Last 30 Days
Nutrition Bars Popular among Individual Sports Participants, Team Sports Not So Much
Table 4-23: Percent of Sports/Physical Fitness Program Participants Eating at Least One Nutrition Bar in Last 30 Days by Type of Sport
Dieting Part of Nutrition Bar Culture
Figure 4-3: Percent Agreeing “Most of the Time I Am Trying to Lose Weight by Dieting”
New Nutritional Products Appeal
Table 4-24: Attitudes toward Nutrition of Consumers Eating Three or More
Nutrition Bars in Last 30 Days
Nutrition Bar Fans Eat All Day Long
Table 4-25: Eating Habits of Consumers Eating Three or More Nutrition Bars in Last 30 Days
Women More Likely to Eat Nutrition Bars
Figure 4-4: Percent of Men and Women Eating at Least One Nutrition Bar in Last 30 Days
Table 4-26: Number and Percent of Men and Women Eating Nutrition Bars in Last 30 Days
25- to 44-Year-Olds a Demographic Sweet Spot for Marketers of Nutrition Bars
Table 4-27: Percent of Consumers Eating Nutrition Bars in Last 30 Days by Age Group
Eating Nutrition Bars a Sign of Affluence
Table 4-28: Percent of Consumers Eating Nutrition Bars in Last 30 Days by Education, Employment Status and Household Income
Consumers of Nutrition Bars Mirror U.S. Diversity
Table 4-29: Percent of Consumers Eating Nutrition Bars in Last 30 Days by Race and Hispanic Origin
Nutrition Bars an Urban, Coastal Phenomenon
Table 4-30: Percent of Consumers Eating Nutrition Bars in Last 30 Days by Region and Place of Residence
Different Brands for Different Folks
Table 4-31: Demographic Highlights of Consumers Eating Nutrition Bars in Last 30 Days by Brand Eaten Most
High Percentage of Fitness and Women’s Magazine Readers Eat Large Volume of Nutrition Bars
Table 4-32: Favorite Magazines of Consumers Eating Five or More Nutrition Bars in Last 30 Days
Traditionally, sports drinks were divided into three major categories:
- Hypotonic: which contain relatively low concentrations of electrolytes (salts) and sugars.
- Isotonic: which contain mid-level concentrations of electrolytes (salts) and sugars.
- Hypertonic: which contain high concentrations of electrolytes (salts) and sugars.
These different levels of sugar and salts theoretically serve different restorative needs. The principal benefitascribed to sports drinks, however, stayed constant. Their main purpose was to enableathletes to restore fluids lost as a result of strenuous exercise.
Now, however, as a result of the rapid evolution—if not revolution—of the sports drinkmarket, both consumers and, perhaps even marketers, may appropriately wonder “whatmakes a sports drink a sports drink?” Sports drinks now are geared more broadly at thenutritional needs of athletes and physically active consumers before, during and afterdemanding exercise and they are formulated with ingredients that range far and wide beyondsalts and sugars.
