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Performance Food and Drink - US

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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?

Table of  Contents

AbstractTable of Contents
Scope and Themes
What you need to know
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms

Executive Summary
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

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Performance Food and Drink - US


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