Nutritional and Performance Drinks - US - January 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
EXECUTIVE SUMMARY
Overview
The market
Figure 1: Total US sales and fan chart forecast of nutritional and performance drinks, at current prices, 2008-18
Figure 2: Sales of nutritional and performance drinks, by segment, 2011 and 2013
Key players
Figure 3: Leading companies in nutritional and performance drink market, by sales, 2013
Consumer use is low, driven by young men
Figure 4: Sports drinks use, by gender and age, October 2013
Reasons for using drinks vary greatly across segments
Figure 5: Reasons for drinking nutritional, protein and sports drinks, October 2013
What we think
ISSUES AND INSIGHTS
How can companies better expand their consumer base?
Insight: Focus products and marketing campaigns toward specific users, highlight health
How can the category compete with increasing functional offerings across food and drink categories?
Insight: Category can promote efficacy in function
What role does protein play in consumer beverage decisions?
Insight: A focus on protein should attract consumer attention across segments
TREND APPLICATIONS
Trend: Prepare for the Worst
Trend: Mood to Order
Mintel Futures: Old Gold
MARKET SIZE AND FORECAST
Key points
Strong growth since 2008 fueled by interest in health and nutrition
Sports drink growth to slow more than nutritional, protein drinks
Sales and forecast of market
Figure 6: Total US retail sales and forecast of nutritional and performance drinks, at current prices, 2008-18
Figure 7: Total US retail sales and forecast of nutritional and performance drinks, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 8: Total US sales and fan chart forecast of nutritional and performance drinks, at current prices, 2008-18
MARKET DRIVERS
Key points
Protein’s popularity drives consumer demand for nutritional, protein drinks
Diet and exercise rates will influence demand for products
Figure 9: Consumers watching their diet, 2007-13
Figure 10: Consumers who exercise regularly, 2007-13
COMPETITIVE CONTEXT
Energy, coffee drinks appeal to those looking for convenient pick-me-up
Figure 11: Energy drink and RTD (iced) coffee launches, 2009-13
Milk, yogurt drinks and other dairy drinks compete on protein offerings
Figure 12: dairy launches, 2009-13
SEGMENT PERFORMANCE
Key points
Smallest segment gaining ground on nutritional drink sales
Sales of market, by segment
Figure 13: Total US retail sales of nutritional and performance drinks, by segment, at current prices, 2011 and 2013
SEGMENT PERFORMANCE – SPORTS DRINKS
Key points
Sales growth strong but slowing
Sales and forecast of sports drinks
Figure 14: Total US retail sales and forecast of sports drinks at current prices, 2008-18
SEGMENT PERFORMANCE – NUTRITIONAL DRINKS
Key points
Segment sales driven by interest in nutrition, weight management tools
Sales and forecast of nutritional drinks
Figure 15: Total US retail sales and forecast of nutritional drinks at current prices, 2008-18
SEGMENT PERFORMANCE – PROTEIN DRINKS
Key points
Sales and forecast of protein drinks
Figure 16: Total US retail sales and forecast of protein drinks at current prices, 2008-18
RETAIL CHANNELS
Key points
“Other” channels dominates sales of nutritional and performance drinks
Sales of nutritional and performance drinks, by channel
Figure 17: Total US retail sales of nutritional and performance drinks, by channel, at current prices, 2011-13
LEADING COMPANIES AND BRANDS
Key points
Gatorade brands keep PepsiCo on top of category sales
Manufacturer sales of nutritional and performance drinks
Figure 18: MULO sales of nutritional and performance drinks, by leading companies, rolling 52 weeks 2012 and 2013
Gatorade, Powerade dominate, MiO Fit offers something different
Manufacturer sales of sports drinks
Figure 19: MULO sales of sports drinks, by leading companies, rolling 52 weeks 2012 and 2013
Ensure, PediaSure, and Boost continue to lead nutritional drinks market
Manufacturer sales of nutritional drinks
Figure 20: MULO sales of nutritional drinks, by leading companies, rolling 52 weeks 2012 and 2013
Protein drink companies enjoying strong sales growth
Manufacturer sales of protein drinks
Figure 21: MULO sales of protein drinks, by leading companies, rolling 52 weeks 2012 and 2013
INNOVATIONS AND INNOVATORS
Meal replacement launches outnumber and outpace sports drink launches
Figure 22: Nutritional and performance drink launches, by GNPD subcategory*, 2009-13
Gluten-free leads claims among nutritional/protein drink launches
Figure 23: Meal replacement and other drink* launches, top 10 claims, 2009-13
Sports drinks address calorie concerns, competition
Figure 24: Sports drink launches, top 10 claims, 2009-13
Private label remains small fraction of product launches, focuses on trends
Figure 25: Nutritional and performance drink launches, by private label, 2009-13
MARKETING STRATEGIES
Overview of the brand landscape
Theme: Convenient, nutritious protein for the everyday woman
Ensure: Nutrition in charge
Figure 26: Ensure, “The Lady of the House,” TV ad, 2013
Premier Protein: Energy for every day
Theme: Helping older adults stay active
Boost: Stay strong, stay active with Boost
Figure 27: Boost, “Grandpa,” TV ad, 2013
SOCIAL MEDIA
Key points
Key social media metrics
Figure 28: Key social media metrics, December 2013
Market overview
Brand usage and awareness
Figure 29: Brand usage and awareness, October 2013
Interactions with nutrition and performance drink brands
Figure 30: Activities done, October 2013
Online conversations
Figure 31: Online conversations on selected nutrition and performance drink brands, by day, June 30-Dec. 29, 2013
Where are people talking about nutrition and performance drink brands?
Figure 32: Online conversations on selected nutrition and performance drink brands, by page type, June 30-Dec. 29, 2013
What are people talking about?
Figure 33: Word cloud for online mentions of flavors surrounding selected nutrition and performance drink brands, June 30-Dec. 29, 2013
Figure 34: Conversations surrounding selected nutrition and performance drink brands, June 30-Dec. 29, 2013
Analysis by brand
Gatorade
Figure 35: Social media metrics – December 2013
Powerade
Figure 36: Social media metrics – Powerade, December 2013
Slimfast
Figure 37: Social media metrics – Slimfast, December 2013
Muscle Milk
Figure 38: Social media metrics – Muscle Milk, December 2013
Special K
Figure 39: Social media metrics – Special K, December 2013
Carnation Breakfast Essentials
Figure 40: Social media metrics – Carnation Breakfast Essentials, December 2013
CONSUMER USAGE TRENDS
Key points
Sports drinks lead all segments in consumer usage
Figure 41: Frequency of nutritional, protein and sports drink consumption, October 2013
Children and teens more likely to use sports drinks
Figure 42: Children and teen consumption of nutritional and performance drinks, 2013
Young men drive usage across all segments
Figure 43: Sports drinks usage frequency*, by gender and age, October 2013
Figure 44: Nutritional drink usage frequency*, by gender and age, October 2013
Figure 45: Protein drinks usage frequency*, by gender and age, October 2013
REASONS FOR USING NUTRITIONAL AND PERFORMANCE DRINKS
Key points
Consumers turn to category for diverse reasons, but not necessarily for taste
Figure 46: Reasons for drinking nutritional, protein and sports drinks, October 2013
Men, young consumers use nutritional drinks for performance, recovery
Figure 47: Reasons for drinking nutritional drinks, by gender, October 2013
Figure 48: Reasons for drinking nutritional drinks, by age, October 2013
Consumers aged 45-54 most likely to use protein drinks for energy
Figure 49: Reasons for drinking protein drinks, by age, October 2013
OCCASIONS FOR DRINKING
Key points
Breakfast is most popular meal for nutritional, protein drinks
Figure 50: Occasions for drinking, October 2013
Protein, sports drinks offer slightly more versatility for consumer use
Figure 51: Occasions for drinking, October 2013
Opportunities as anytime or sick time drinks
ATTITUDES AND BEHAVIOR TOWARD SPORTS DRINKS
Key points
Young men only age group using more this year than using less
Figure 52: Change in sports drink use, by gender and age, October 2013
Nearly four in 10 sports drink consumer see sports drinks as healthy alternative
Figure 53: Attitudes toward sports drinks, October 2013
Figure 54: Attitudes toward kids' use of sports drinks, October 2013
ATTITUDES AND BEHAVIORS TOWARD NUTRITIONAL DRINKS
Key points
Weight management, nutritional supplementation major role for segment
Figure 55: Attitudes toward nutritional and/or sports drinks, October 2013
Figure 56: Consumer preference for nutritional drinks over vitamins, by income, October 2013
Opportunities for innovation in flavor, function, format
Figure 57: Attitudes toward nutritional drink, by age, October 2013
Children, teens may offer opportunity to expand market
Figure 58: Attitudes toward kids' use of nutritional and/or sports drinks, October 2013
ATTITUDES AND BEHAVIOR TOWARD PROTEIN DRINKS
Key points
Twice as many consumers using more protein drinks than less in 2013
Figure 59: Attitudes toward protein drinks, October 2013
Figure 60: Attitudes toward protein drinks, October 2013
Plant protein-based drinks appeal to nearly a quarter of users
Figure 61: Attitudes toward protein drinks, October 2013
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Hispanic and Black consumers over index in category participation
Figure 62: Nutritional, protein, and sports drink use, by race/Hispanic origin, October 2013
Black users of sports drinks interested in flavor, Hispanics in diet aid
Figure 63: Reasons for drinking sports drinks, by race/Hispanic origin, October 2013
Blacks use products for meal replacement, Hispanics for meal part
Figure 64: Occasions for drinking nutritional drinks, by race/Hispanic origin, October 2013
APPENDIX – FOOD AND DRINK MARKET DRIVERS
Health and lifestyle
Figure 65: American adults by weight category as determined by body mass index (BMI), 2008-Oct. 28, 2013
Childhood and teen obesity – highest in decades
Figure 66: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
Consumer confidence
Figure 67: University of Michigan’s index of consumer sentiment (ICS), 2007-13
Unemployment
Figure 68: US unemployment rate, by month, 2002-13
Figure 69: US unemployment and underemployment rates, 2007-13
Figure 70: Number of employed civilians in US, in thousands, 2007-13
Retail channels
Figure 71: Distribution of expenditures on food for off-premise consumption, by channel, 2008-12
Racial, ethnic population growth
Figure 72: US population by race and Hispanic origin, 2009, 2014, and 2019
Figure 73: Households with children, by race and Hispanic origin of householder, 2013
Shifting US demographics
Figure 74: US population, by age, 2009-19
Figure 75: US households, by presence of own children, 2003-13
APPENDIX – OTHER USEFUL CONSUMER TABLES
Figure 76: Nutritional drink usage frequency*, by gender, October 2013
Figure 77: Nutritional drink usage frequency*, by presence of children in household, October 2013
Figure 78: Protein drinks usage frequency*, by gender, October 2013
Figure 79: Protein drinks usage frequency*, by presence of children in household, October 2013
Figure 80: Sports drinks usage frequency*, by gender, October 2013
Figure 81: Sports drinks usage frequency*, by presence of children in household, October 2013
Figure 82: Reasons for drinking nutritional drinks, by gender, October 2013
Figure 83: Reasons for drinking nutritional drinks, by age, October 2013
Figure 84: Reasons for drinking nutritional drinks, by race/Hispanic origin, October 2013
Figure 85: Reasons for drinking nutritional drinks, by presence of children in household, October 2013
Figure 86: Reasons for drinking protein drinks, by age, October 2013
Figure 87: Reasons for drinking protein drinks, by presence of children in household, October 2013
Figure 88: Reasons for drinking sports drinks, by gender, October 2013
Figure 89: Reasons for drinking sports drinks, by gender and age, October 2013
Figure 90: Reasons for drinking sports drinks, by presence of children in household, October 2013
Figure 91: Occasions for drinking nutritional drinks, by gender, October 2013
Figure 92: Occasions for drinking nutritional drinks, by age, October 2013
Figure 93: Occasions for drinking nutritional drinks, by household income, October 2013
Figure 94: Occasions for drinking nutritional drinks, by presence of children in household, October 2013
Figure 95: Occasions for drinking sports drinks, by race/Hispanic origin, October 2013
Figure 96: Occasions for drinking protein drinks, by presence of children in household, October 2013
Figure 97: Attitudes toward nutritional drink, by household income, October 2013
Figure 98: Change in sports drink use, by household income, October 2013
Figure 99: Attitudes toward kids' use of nutritional drinks, by employment, October 2013
Figure 100: Attitudes toward kids' use of nutritional drinks, by nutritional drink usage frequency*, October 2013
Figure 101: Attitudes toward kids' use of sports drinks, by age, October 2013
Figure 102: Attitudes toward kids' use of sports drinks, by household size, October 2013
Figure 103: Attitudes toward kids' use of sports drinks, by sports drink usage frequency*, October 2013
Figure 104: Change in use of protein drinks, by household income, October 2013
APPENDIX – SOCIAL MEDIA
Brand usage or awareness
Figure 105: Brand usage or awareness, October 2013
Figure 106: Gatorade usage or awareness, by demographics, October 2013
Figure 107: Powerade usage or awareness, by demographics, October 2013
Figure 108: Slimfast usage or awareness, by demographics, October 2013
Figure 109: Carnation breakfast essentials usage or awareness, by demographics, October 2013
Figure 110: Muscle Milk usage or awareness, by demographics, October 2013
Figure 111: Special K (protein shakes) usage or awareness, by demographics, October 2013
APPENDIX – TRADE ASSOCIATIONS