The estimated $6.3 billion 2012 sports drinks market was a casualty of the recession and its economic aftermath as consumers switched to lower-priced brands or left the market entirely. The advent of diet sports drinks has helped to drive sales since their introduction in 2009 and growth in this segment is expected to continue through 2017, taking the entire category along with it. The lower calories and reduced sugar in diet versions of sports drinks are helping to improve the beverages’ image in the face of increased scrutiny of health benefits.... http://www.bharatbook.com/market-research-reports/beverages-market-research-report/the-us-sports-drink-market.html
Some questions answered in the US Sport Drink Market report include:
Are chocolate milk and coconut water serious competitors?
Is there a place for smaller players in the market?
Can the sports drinks market grow the consumer base?
Mintel’s report identifies challenges and opportunities for manufacturers, marketers and retailers to effectively position their products.
For the purposes of this report, sports drinks are defined as a formulation of carbohydrates and sodium that help restore the essential fluids and minerals the body loses during exercise. Most products in the category contain about 6-8% carbohydrates; they also contain sodium salts, as well.
Excluded from this report are:
Energy drinks, defined as beverages that specifically claim to provide an energy or stimulation boost and have a marketing positioning that stresses energy that may be derived from active ingredients such as glucose, caffeine, and taurine, as well as other health-oriented ingredients such as ginseng and various vitamins and minerals.
Powdered/liquid protein drinks
Supplement products, including fortified waters
There is some overlap between sports drinks and energy drinks. However, this report focuses only on traditional sports drinks.
Coca-Cola Company (The)
Scope and Themes
What you need to know Definition Data sources Sales data Consumer survey data Advertising creative Abbreviations and terms Abbreviations Terms
The market Competition and economic slowdown challenge industry
Figure 1: Total U.S. retail sales of sports drinks, by segment, 2007-17
Figure 2: Fan chart forecast for sports drinks, at best-, worst-, and central-case scenarios, 2007-17
Market Factors Economy and school drink bans hinder, higher sports participation helps Demographics mixed Companies, brands, and innovation Consolidated market with pricing war
Figure 3: FDMx sales of sports drinks by leading companies, rolling 52 weeks, 2011 and 2012
Innovation slow and revolves around low calories and sugar
Figure 4: Top five new sports drinks product claims, 2007-12
The consumer Base stagnant
Figure 5: Thirst quencher and sports/activity drink consumption, 2007-12
Attributes that motivate purchase
Figure 6: Motivations for buying sports drinks, May 2012
Lifestyles of drinkers
Figure 7: Reasons for drinking sports drinks, May 2012
Figure 8: Lifestyles of sports drinks users, May 2012
Convincing nonusers to try the new generation of sports drinks
Figure 9: Reasons for not drinking sports drinks, May 2012
What we think
Issues in the Market
Are chocolate milk, coconut water serious competitors? Is there a place for smaller players in the market? Can the sports drinks market grow the consumer base?
Figure 10: Thirst quencher and sports/activity drink consumption, by age, January 2011-March 2012
Insights and Opportunities
Isotonics versus hypotonics: Who needs them? Natural would improve image
Trend: Make It Mine Trend: Retired for Hire Inspire 2015 Trend: Access Anything Anywhere
Market Size and Forecast
Key points Fate of the market driven by only two players Stronger growth expected through 2017
Figure 11: Total U.S. retail sales and forecast of sports drinks, at current prices, 2007-17
Figure 12: Total U.S. retail sales and forecast of sports drinks, at inflation-adjusted prices, 2007-17
Fan chart forecast
Figure 13: Fan chart forecast for sports drinks, at best-, worst-, and central-case scenarios, 2007-17
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The US Sports Drink Market
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The US Sports Drink Market