Energy & Sports Drinks: U.S. Market Trends & Opportunities

May 10, 2017
54 Pages - Pub ID: LA15341563
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Energy & Sports Drinks: U.S. Market Trends & Opportunities



The sports and energy drinks market has experienced robust growth in recent years as consumers have sought novel flavor and ingredient combinations and alternatives to carbonated soft drinks (CSDs). However, the shift away from CSDs also raised the profile of other ready-to-drink (RTD) beverages, particularly bottled water, which is the most popular choice among U.S. adults and is set to overtake CSDs in annual production volume by 2021. Ready-to-drink tea and coffee beverages have become popular alternatives to self-prepared varieties of these beverages and represent formidable competition for energy drinks. This new Packaged Facts report, Energy & Sports Drinks: U.S. Market Trends & Opportunities, identifies these and other energy drink market trends, highlights key energy drink market opportunities, and reveals consumer attitudes that will help shape the energy drink market through 2021. Key players in drinks marketing – and the factors shaping their evolution – are also discussed.

Scope of this Report


Energy & Sports Drinks: U.S. Market Trends & Opportunities looks at the current and forecasted U.S. retail sports and energy drinks market, including liquid beverages and beverage mixes. The discussion includes key energy drink market trends driving consumer purchases within this beverage category, including demand for natural and organic products.

Methodology



Packaged Facts' report, Energy & Sports Drinks: U.S. Market Trends & Opportunities encompasses sales of the energy drink market share in retail outlets such as convenience stores, supermarkets and other grocery stores, general merchandise stores (including warehouse clubs and supercenters), and specialty food stores. Sales by non-store retailers such as e-commerce and mail-order direct sellers are also included. Sources of market and consumer data consulted for this report encompass:
  • IRI sales tracking through selected U.S. retail outlets
  • government agencies such as the U.S. Census Bureau, U.S. Department of Agriculture, and the U.S. International Trade Commission
  • energy and sports drink producers and representative trade associations
  • a wide range of pertinent industry sources, including business newspapers and magazines, company websites, consumer blogs, press releases, and trade publications
Consumer data in Energy & Sports Drinks: U.S. Market Trends & Opportunities come from two primary sources. The first source is the Packaged Facts National Online Consumer Survey, which includes a panel of 2,000 U.S. adults (aged 18 and older) that is balanced to the national population on primary demographic measures such as age cohort, gender, geographic region, marital status, race/ethnicity, presence or absence of children in the household, and household income.

Another source of consumer data in this report are Simmons Market Research National Consumer Studies. On an ongoing basis, Simmons conducts booklet-based surveys of large and randomly selected samples of consumers (approximately 25,000 for each 12-month survey compilation), which, as an aggregate, are intended to represent a statistically accurate cross-section of the U.S. population as a whole.
CHAPTER 1: EXECUTIVE SUMMARY
MARKET PROJECTIONS
Figure 1-1 | Key Trends & Projected Growth in the U.S. Energy and Sports Drinks Retail Market
Scope of this Report
METHODOLOGY
CHAPTER 2: THE MARKET
MARKET SIZE & SEGMENTATION
Scope & Methodology
Product Definitions
Market Size & Historical Trends
Figure 2-1 | U.S. Retail Sales of Energy and Sports Drinks, 2011-2016 (in millions of dollars)
Figure 2-2 | U.S. Population by Select Cohorts, 2011 vs. 2016 (in millions of persons)
Figure 2-3 | U.S. Production of Select Non-Alcoholic Beverages, 2011 vs. 2016 (in billion of gallons)
Illustration 2-1 | The “Rethink Your Drink” campaign
Market Segmentation
Figure 2-4 | U.S. Retail Sales of Energy Drinks, 2012-2016 (% year-on-year change)
Figure 2-5 | Retail Sales of Energy Drinks by Product Segment, 2011-2016 (in millions of dollars)
Figure 2-6 | U.S. Energy Drink Sales: Retail Dollar Share by Product Segment, 2011 vs. 2016
Figure 2-7 | Retail Sales of Sports Drinks by Product Segment, 2011-2016 (in millions of dollars)
Figure 2-8 | U.S. Retail Sales of Sports Drinks, 2012-2016 (% year-on-year change)
PROJECTED MARKET GROWTH
Market Projections
Figure 2-9 | Projected Retail Sales of Energy and Sports Drinks, 2016-2021 (in millions of dollars)
Factors Influencing Market Growth
Figure 2-10 | U.S. Population by Select Cohorts, 2016 vs. 2021 (compound annual growth rate)
Figure 2-11 | Projected Retail Sales of Energy Drinks, 2016-2021 (in millions of dollars)
Illustration 2-2 | Bai Antioxidant Infusion
Figure 2-12 | Projected Retail Sales of Sports Drinks by Product Segment, 2016-2021 (in millions of dollars)
CHAPTER 3: MARKETING & RETAILING
THE MARKETERS
The Range of Marketers
Figure 3-1 | Share of Beverage Industry Revenue by the Largest Firms: 2002, 2007, 2012 (percent)
Leading Marketers
Figure 3-2 | Usage Rates for Leading Sport Drink Brands, 2012-2016 (percent of sports drink users)
Figure 3-3 | Usage Rates for Leading Energy Drink & Shot Brands, 2012-2016 (percent of energy drink users)
MARKETING & NEW PRODUCTS
Marketing Trends
Figure 3-4 | Energy and Sports Drink/Shot Usage by Video Game Usage, 2016 (percent of product users and index)
Illustration 3-1 | Gamma Lab’s G Fuel energy drink brand
Illustration 3-2 | Marketing copy for BrainJuice “liquid brain supplement”
Illustration 3-3 | Mommy Scene endorsement of Dark Dog Energy Drinks
New Product Trends
Illustration 3-4 | Scheckter’s Organic Energy Drinks
Illustration 3-5 | Gatorade G Organic Sports Drink
Illustration 3-6 | RockStar Organic Energy Drink
Figure 3-5| Usage of Bottled Spring Water & Sparkling Water by Gender, 2016 (percent and index)
Illustration 3-7 | Runa Energy Drink
Illustration 3-8 | Hiball Energy Drinks
Illustration 3-9 | BodyArmor SuperWater
Illustration 3-10 | Coco5 Coconut Water
Illustration 3-11 | Phenoh 7.4 Hydration Beverage
Illustration 3-12 | Prevention Magazine’s Mango-Go-Go Recovery Smoothie
Illustration 3-13 | BrainJuice supplement
Illustration 3-14 | Eboost Energy Powder
Illustration 3-15 | ÁvitāeXR energy drink featuring
Illustration 3-16 | Gatorade Gx Personal Hydration System
RETAILING TRENDS
Figure 3-6 | Convenience Store Visits Among Energy Drink, Energy Shot, & Sports Drink Users, 2016 (percent of product users and index)
CHAPTER 4: THE CONSUMER
CONSUMER TRENDS
Product Usage Rates
Figure 4-1 | Usage Rates for Selected Ready-to-Drink Beverages, 2008-2016 (percent of U.S. adults)
Figure 4-2 | Number of Energy and Sports Drinks/Shots Consumed in the Last 30 Days, 2016 (percent of product users)
Figure 4-3 | Usage Rates for Energy Drinks & Energy Shots, 2014-2016 (percent of U.S. adults)
Consumer Demographics
Figure 4-4 | Energy and Sports Drink/Shot Usage by Age Group, 2016 (percent of U.S. adults)
Figure 4-5 | Energy and Sports Drink/Shot Usage by Gender, 2016 (percent and index)
Figure 4-6| Distribution of Energy and Sports Drink/Shot Users by Age Bracket & Gender, 2016 (percent of product users)
Figure 4-7 | Distribution of Energy and Sports Drink/Shot Users by Race/Ethnicity, 2016 (percent of product users and index)
Figure 4-8 | Energy and Sports Drink/Shot Usage by Number of Children in the Household, 2016 (percent of adults and index)
Figure 4-9 | Age of Children in the Household Among Energy and Sports Drink/Shot Users, 2016 (percent of product users and index)
Consumer Psychographics
Figure 4-10 | Usage of Energy Drinks, Energy Shots, & Sport Drinks by Level of Agreement: “I make sure I exercise regularly,” 2016 (index)
Figure 4-11 | Usage of Energy Drinks, Energy Shots, & Sport Drinks by Participation in Exercise or Physical Fitness Programs, 2016 (index)
Figure 4-12 | Diet & Nutrition Attitudes by Drink Usage, 2016 (index)
Figure 4-13 | Other Health Attitudes by Drink Usage, 2016 (index)
Figure 4-14| Health Attitudes Among Adults Aged 50+ by Drink Usage, 2016 (index)

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