Energy & Sports Drinks: U.S. Market Trends & Opportunities
This report encompasses energy drinks and sports beverages (as commonly defined in the industry) sold in single-serve containers for personal consumption. Excluded are bulk (family-size) products as well as other single, ready-to-drink (RTD) non-alcoholic beverage types (e.g., bottled and enhanced waters, juice drinks, dairy beverages, and carbonated soft drinks).
This report quantifies trends in retail sales for the major categories of energy and sports beverages, including drinks, drink mixes, and shots. Both historical and forecasted growth are provided as a compound annual growth rate (CAGR), which employs only the first and final values of a series. Readers are encouraged to consider historical volatility when assessing trends.
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- 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 | ÁvitaeXR 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)
