Energy & Sports Drinks: US Market Trends & Opportunities, 2nd Edition

Best Price Guarantee	Length	Publisher	Published Date	SKU
from $3,995	233 Pages	Packaged Facts	August, 2023	LA18142917

Best Price Guarantee
Price	from $3,995
Length	233 Pages
Publisher	Packaged Facts
Published Date	August, 2023
SKU	LA18142917

Energy & Sports Drinks: US Market Trends & Opportunities, 2nd Edition

Energy and sports drinks account for the largest segment of the overall functional beverage market, representing over half of functional beverage sales in 2023.

Energy drinks purport to provide functional benefits including increased energy and boosts in cognitive function/brain activity. They contain stimulant ingredients, typically caffeine, and claim to provide mental and physical energy. Some of these beverages are carbonated or sweetened, and they tend to contain other functional ingredients such as taurine, guarana, panax, L-carnitine, and ginseng for energy and focus.

Sports drinks are used for enhanced hydration and sports performance. These products typically contain electrolytes, and they are made to hydrate efficiently before, during, or after exercising. They tend to contain salt, minerals, and sometimes sugar to help replenish the body’s natural concentration of these substances.

Energy and sports drinks have a more mature market than many other functional beverages. Some of the top sports and energy drink brands (e.g., Gatorade, Powerade, Red Bull) have been marketed for decades, although there is still room for expansion in these product segments. Unlike other functional beverages, traditional versions of energy drinks and sports drinks may not have an especially healthy perception among consumers due to concerns about added sugar content, energy crashes, or lack of nutritional value.

Many newer introductions to the market go beyond traditional formulations and have better-for-you claims compared to standard energy and sports drink formulations to address the desire for products that are more healthy or have additional functional features.

With a focus on “what’s next” and current consumer trends, Energy & Sports Drinks: US Market Trends & Opportunities is packed with insights about consumer trends, behavior, and motivations to help beverage producers, retailers, packaging companies, employers, and investors gauge consumer perspectives and find areas for growth in a competitive market.

Energy & Sports Drinks: US Market Trends & Opportunities delivers actionable predictions and recommendations designed to guide producers, retailers, and investors in making business decisions by providing data and insights about consumer behavior and what consumers think about these products.

Scope

Energy & Sports Drinks: US Market Trends & Opportunities is the go-to source for a complete understanding of U.S. consumer trends regarding sports and energy drinks. This report combines Packaged Facts’ extensive monitoring of the food and beverage market with proprietary surveys, and evaluates current trends and future directions for marketing and retailing, along with consumer patterns during the pandemic and inflation area and across the broader food and beverage market.

This Packaged Facts report analyzes the dynamics of the current landscape of the sports and energy drink market. Consumer demographics, perceptions, motivations, and behavior pertaining to sports and energy drinks and attitudes on food, diet, health, and product packaging are taken into account. Effects of the COVID-19 pandemic on consumers are also analyzed in a broad sense, as well as in the context of buying/using sports and energy drinks.

Energy drinks are segmented by the following product forms:

Ready-to-drink (RTD) full size
Shots
Mixes (including beverage powders and liquid concentrates)

Sports drinks are segmented by the following product forms:

Ready-to-drink
Mixes (including beverage powders and liquid concentrates)

This report includes sales of the above items from:

Grocery stores, supermarkets, and discount grocers (e.g., Kroger, Safeway, ALDI)
Mass merchandisers (e.g., Walmart, Target, Meijer) and warehouse clubs (e.g., Costco, Sam’s Club, BJ’s)
Convenience stores (e.g., Pilot/Flying J, Circle K, 7-Eleven) and dollar stores (e.g., Dollar General, Family Dollar)
Other retailers, such as gift stores
All online outlets, including online-based grocers (e.g., Amazon, Thrive Market, FreshDirect), third-party pack-and-deliver companies that use their own workforces to purchase groceries at various stores and deliver them to customers (e.g., Instacart), brands that sell their own food products via their websites, direct-to-consumer, and online sales from websites or apps of retailers in the previous categories

Historical numbers for the retail sports and energy drink market are provided from 2017 through 2022. Market forecasts are provided from 2023 through 2027.

Additionally, the percentage of energy drinks sales that are single-serving size packaging vs. multipacks and multi-serving sizes are provided for 2023. The percentage of sports drinks sales that are single-serving size packaging vs. multipacks and multi-serving sizes are also provided for 2023.

The reasons for and implications of shifts in consumer perception and behavior are analyzed in the context of future market opportunities.

Additionally, Energy & Sports Drinks: US Market Trends & Opportunities has dozens of tables highlighting numerical survey data on consumer demographics and psychographics and numerous marketing photographs. This report goes in-depth on COVID-19 and inflation trends that have affected the food and beverage market.

Report Methodology

The information contained in Energy & Sports Drinks: US Market Trends & Opportunities was developed from primary and secondary research sources. Primary research includes interviews with food and beverage market experts; participation in and attendance at food industry events; and extensive internet canvassing.

Primary research also includes national online consumer polls of U.S. adult consumers (age 18+) conducted on an ongoing basis by Packaged Facts to analyze attitudes of consumers and their relevant food and beverage preferences.

Survey data from MRI-Simmons are used to analyze the demographics and psychographics of consumers.

Supplementing Packaged Facts’ exclusive surveys are analysis of the 2022 and 2023 Food & Health Surveys conducted by the International Food Information Council, which analyze consumer food purchase decisions, diet and lifestyle choices, snacking activity, and perception of health benefits in foods.

Executive Summary
- Recent Trends in Adoption and Innovation
- Key Consumer Trends
- Packaging Trends
- Scope
Recent Historical Trends from the Pandemic to the Inflation Era
- Highlights
- First Time Use of Online Grocery Shopping and Restaurant Ordering Methods In 2020
  - Table Coronavirus Food Ordering Habits: “Because of the coronavirus, I have for the first time used…”, 2020 (percent of consumers)
- Boosted Online Grocery Shopping Activity
  - Activity Spiked in 2020 during the Early Part of the Pandemic
    - Table Coronavirus Food Purchase Habits: “Because of the coronavirus, I am…”, 2020-2021 (percent of consumers)
  - Many Consumers Continued Ordering More Groceries Online in 2021 and 2022
  - Frequency of Grocery Shopping in 2023: In-Person vs. Online
- Snacking and Healthy Eating Habits
  - Trends from 2021-2022
    - Table Coronavirus Eating Habits: “Because of the coronavirus, I am eating more…”, 2021 (percent of consumers)
  - Changes to Snacking Habits in 2023
    - Table Current Snacking Activity Compared to Pre-Pandemic Levels, 2023 (percent of consumers)
  - Preferred Types of Snacks
    - Table Preferred Types of Snacks, 2023 (percent of consumers)
- Concerns about COVID-19 Exposure Have Remained
  - Most Still Consider the Pandemic a Health Threat Personally or to Family/Friends
    - Table Coronavirus Health Concerns: “I am concerned about the…”, 2020-2023 (percent of consumers)
  - Concerns about COVID-19 Variants
  - Concerns about Future Potential Pandemic Outbreaks
    - Table Future Potential Pandemic Outbreak Concerns, 2023 (percent of consumers)
- Rising Prices during the Pandemic
  - Table Consumer Concerns about Rising Food Prices, 2021-2023 (percent of consumers)
  - The Vast Majority of Consumers Have Noticed the Rising Cost of Food, and Many Are Changing Their Purchasing Decisions
  - Consumers Find Price More Important for Food and Beverage Purchase Decisions in 2023
  - Cutting Back on Household Expenses
    - Table Consumers Cutting Back on Household Expenses in the Last 12 Months, 2022 (percent of consumers)
    - Table Types of Household Expenses Cut Back on in the Last 12 Months, 2022 (percent of consumers)
    - Table Consumer Spending on “Extras”, 2023 (percent of consumers)
- Food Shortages during the Pandemic
  - Concerns about Food Shortages
    - Table Consumer Concerns about Food Shortages, 2021-2022 (percent of consumers)
  - Stockpiling of Food and Beverage Items
    - Table Consumer Stockpiling of Food and Beverage Products, 2022 (percent of consumers)
- Negative Personal Effects of the Pandemic
  - Negative Effects Reported in 2020 and 2021
    - Table Coronavirus Concerns: “The coronavirus has negatively affected my…”, 2020-2021 (percent of consumers)
  - Continuing Mental and Physical Health Effects
  - Stress Levels and Impact on Food/Beverage Consumption
- Pandemic Effects on Work
  - Changes to Work Patterns Have Continued in 2021 and 2022
- In-Store Shopping Patterns
Overview and Market Trends
- Highlights
- The COVID-19 Pandemic Was the Jumpstart the Online Grocery Market Needed
  - Impact on the Beverage Market
- Concerns about Food Waste
  - Most Consumers Are Concerned about Food Waste
    - Table Levels of Concern about the Environment and Sources of Food Waste, 2022 (percent of consumers)
  - How Consumers Reduce Food Waste
  - Opportunities for Energy and Sports Drinks
- Food Intolerances and Food Allergies Are a Concern to Many Consumers
  - Prevalence
  - Rising Rates of Reported Food Allergies and Lactose Intolerance over Time
    - Table Food Allergies and Lactose Intolerance, 2018-2023 (percent of consumers)
  - Purchases of Foods with Allergy-Friendly Labels
  - Many Consumers Purchase Allergy-Friendly Foods for Reasons Other Than an Allergy or Intolerance
- Plant-Based and Plant-Forward Trends
  - Definitions
  - Plant-Based Dairy Products
  - Plant-Based Eating and Sustainability Are Buzzwords Important to the General Public
  - More Than One-Fourth of Consumers Claim to Primarily Follow a Flexitarian Diet in 2023
- Nutrients, Ingredients, and Desired Health Benefits Sought by Consumers
  - Functional Health Benefits
  - Consumers Continue to Seek Out Nutrient Sources in Foods and Beverages
    - Table Preferences for Functional Food and Beverage Ingredients, 2022 (percent of consumers)
    - Table Looking for/Preferring or Never Hearing of Functional Food and Beverage Ingredients, 2021-2022 (percent of consumers)
  - Sources Used to Consume Nutrients
  - Perceptions of Caffeine and Knowledge of Amount Consumed
  - Avoiding or Limiting Sugar Intake
  - Reasons for Avoiding or Limiting Sugar Intake
  - Sugar Continues to Be Preferred Over Low/No-Calorie Sweeteners
    - Table Preferences for Sweetener Types, 2022 (percent of consumers)
  - Many Sweeteners Are Considered Unsafe by Consumers
  - Avoiding or Limiting Sodium
  - Information Consumers Seek Out on Nutrition Facts Labels
Market Size and Forecast
- Highlights
- Scope
- Energy and Sports Drink Sales
  - Historical Trends by Product Form
    - Table Energy and Sports Drinks Retail Sales by Product Form, 2017-2022 (million dollars)
    - Table Energy and Sports Drinks Retail Dollar and Volume Sales, 2019-2020, 2020-2021, 2021-2022 (percent change)
  - Forecast by Product Form
    - Table Energy and Sports Drinks Retail Sales by Product Form, 2022, 2023E, 2024P-2027P (million dollars)
  - 2023 Sales by Single- vs. Multi-Serve Packaging
- Consumer Beverage Purchases and Use
  - Purchases of Sports and Energy Drinks
    - Table Consumer Purchases of Sports and Energy Drinks, 2023 (percent of consumers)
  - Frequency and Source of RTD Beverage Purchases
    - Table Frequency and Source of Ready-to drink Packaged Beverage Purchases in the Last 12 Months, 2023 (percent of consumers)
  - Packaging of Purchased Sports and Energy Drinks
    - Table Forms of Beverage Packaging Purchased by Type of Beverage, 2023 (percent of consumers purchasing each beverage type)
  - Sports and Energy Drink Brands Used
    - Table Consumer Use of Sports and Energy Drink Brands in the Last 6 Months, 2023 (percent of consumers)
Marketing Trends and Opportunities
- Highlights
- The Role of “Superfoods”, “Adaptogens”, and “Food as Medicine” in Functional Beverages
- Hemp and CBD
- Functional Mushrooms
- Brain Health, Cognitive Function (Nootropics), and Mental Focus Increasingly a Part of Energy Drinks
- Energy and Sports Functions with Other Functional Benefits
- Some Consumers Engage in “Cleanse” and “Detox” Diets or Intermittent Fasting to Boost Immunity, Mood, Energy, or Overall Health
- Opportunities to Interest Older Consumers in Energy and Sports Beverages
- Marketing to Families with Children
  - Beverages for Kids
  - Beverages for Parents
- Opportunities to Target Gamers
- “Better-for-You” Trends
  - Clean Label
  - Unrefined Sugar
  - Sugar-Free/No Sugar Added Products and Alternative Sweeteners
  - Low-Carb/High Protein, Keto, and Paleo Diets
  - Natural, Plant-Based Caffeine
  - Organic and Non-GMO Products
- Newer Entrants and Notable Activity
- Direct-to Consumer (DTC) Marketing
  - New Companies and Products with Niche Appeal May Choose DTC Channels
  - Subscriptions Save Consumers Money and Boost Sales
- In-Store Purchasing Trends
  - Stores Used for Fulfillment of Online Orders
  - Retail Stores Rely More On Impulse Purchases
  - Wider Selection at Bigger Format Stores
  - In-Store Product Samples and Promotions to Increase Awareness and Interest
  - Private Label Products Are a Driver of Store Traffic and Retailer Loyalty
Consumer Demographics
- Highlights
- Purchases of Sports and Energy Drinks
  - Table Consumer Purchases of Sports and Energy Drinks, 2023 (percent of consumers)
  - Table Consumer Use of Sports and Energy Drinks in the Last 6 Months, 2023 (percent of consumers)
- Trends by Gender
  - Table Sports and Energy Drink Purchases by Gender, 2023 (percent of consumers)
  - Table Consumer Use of Sports and Energy Drinks in the Last 6 Months by Gender, 2023 (percent of consumers)
- Trends by Age Bracket and Generation
  - Table Sports and Energy Drink Purchases by Age Bracket, 2023 (percent of consumers)
  - Table Consumer Use of Sports and Energy Drinks in the Last 6 Months by Age Bracket, 2023 (percent of consumers)
  - Table Consumer Use of Sports and Energy Drinks in the Last 6 Months by Generation, 2023 (percent of consumers)
- Patterns Based on Household Income
  - Table Sports and Energy Drink Purchases by Household Income Bracket, 2023 (percent of consumers)
  - Table Consumer Use of Sports and Energy Drinks in the Last 6 Months by Household Income Bracket, 2023 (percent of consumers)
- Regional Differences
  - Table Sports and Energy Drink Purchases by US Region, 2023 (percent of consumers)
- Urban, Suburban, and Rural Consumers
  - Table Sports and Energy Drink Purchases by Urban, Suburban, or Rural Living, 2023 (percent of consumers)
- Educational Attainment
  - Table Sports and Energy Drink Purchases by Educational Attainment, 2023 (percent of consumers)
- Presence of Children in the Household
  - Table Sports and Energy Drink Purchases by Presence of Children in HH, 2023 (percent of consumers)
- Race/Ethnicity
  - Table Sports and Energy Drink Purchases by Race/Ethnicity, 2023 (percent of consumers)
- Plant-Forward Consumers
  - Table Sports and Energy Drink Purchases by Primary Diet/Eating Philosophy, 2023 (percent of consumers)
- Online Grocery Shoppers (Food Delivery and Pickup Services)
  - Table Sports and Energy Drink Purchases by Shopping Online for Groceries in the Last 30 Days, 2023 (percent of consumers)
- Clean Label Dieters
  - Table Sports and Energy Drink Purchases by Adherence to a Clean Label Diet, 2023 (percent of consumers)
- Gamers
  - Online Gaming Service Activity
    - Table Sports and Energy Drink Use in the Last 6 Months by Online Gaming Service Activity, 2023 (percent of consumers)
  - PC/Computer Game and Video/Electronic Game Activity
    - Table Sports and Energy Drink Use in the Last 6 Months by PC/Computer Game and Video/Electronic Game Participation in the Last 12 Months, 2023 (percent of consumers)
  - Esports Activity
    - Table Sports and Energy Drink Use in the Last 6 Months by Esports Activity, 2023 (percent of consumers)
- Sports and Fitness Participants
  - Fitness Club/Gym Membership and Location of Regular Exercise Program
    - Table Sports and Energy Drink Use in the Last 6 Months by Fitness Club/Gym Membership and Location of Regular Exercise Program, 2023 (percent of consumers)
  - Frequency of Exercise Activity and Use of Fitness Equipment/Aids
    - Table Sports and Energy Drink Use in the Last 6 Months by Frequency of Exercise Activity and Use of Fitness Equipment/Aids, 2023 (percent of consumers)
  - Sports Association Membership and Frequency of Sports/Recreational Activity
    - Table Sports and Energy Drink Use in the Last 6 Months by Sports Association Membership and Frequency of Sports/Recreational Activity, 2023 (percent of consumers)
  - Level of Sports Enthusiasm and Participation in Fantasy Sports Leagues
    - Table Sports and Energy Drink Use in the Last 6 Months by Level of Sports Enthusiasm and Participation in Fantasy Sports League, 2023 (percent of consumers)
Consumer Psychographics
- Highlights
- Special Eating Restrictions or Preferences
  - Table Extent to Which Consumers Report Following a Special Diet, 2023 (percent of consumers)
  - Table Special Diets Followed by Consumers, 2023 (percent of consumers)
- Levels of Stress, Anxiety, Tiredness, Loneliness, Energy, and Focus
  - Table “Please rate how you currently feel in these areas (stress, tiredness, anxiety, loneliness), compared to your “normal” or preferred level”, 2023 (percent of respondents who reported feeling more of these characteristics)
  - Table “Please rate how you currently feel in these areas (stress, tiredness, anxiety, loneliness), compared to your “normal” or preferred level”, 2023 (percent of respondents who reported feeling lower levels of these characteristics)
- Perceptions About Health and Nutrition
  - Concerns About Health Can Be Addressed by Functional Beverages, Including Sports and Energy Drinks
    - Table Health Concerns That Can Be Addressed by Functional Beverages, 2023 (percent of consumers)
  - Nutrition and Healthy Foods
    - Table Opinions about Healthy Foods and Nutrition, 2023 (percent of consumers who agree)
  - Vitamins/Supplements and Alternative Medicine
    - Table Opinions about Alternative Medicine and Vitamins/Supplements, 2023 (percent of consumers who agree)
    - Table Taking Vitamins or Supplements, 2022 (percent of consumers)
    - Table Reasons for Taking Vitamins or Supplements, 2022 (percent of consumers who take vitamins or supplements at least occasionally)
  - Opinions on Sweeteners, Calories, and Sugar Content
    - Table Consumer Opinions on Sweeteners, Calories, and Sugar Content by Gender and Age Bracket, 2022 (percent of consumers who strongly agree)
- Influences on Food/Beverage Consumption or Shopping Choices
- Opinions on Sustainability