Table of Contents
Chapter 1 Executive Summary
- Scope
- Three Product Categories
- Beverages
- Bars & Gels
- Supplements
- Functional Categories
- Report Methodology
- Market Size and Growth
- Introduction
- 2006 Sales at $5.5 Billion
- Figure 1-1 U.S. Retail Sales of Sports Nutritional Products, 2002-2006
(in billion $)
- Figure 1-2 IRI-Tracked Sales of Sports Nutritional Products, 2002-2006
(in billion $)
- Table 1-1 IRI-Tracked Sales of Sports Nutritional Products by Category,
2002- 2006 (in million $)
- Sports Nutritional Products Market Forecast
- Figure 1-3 Projected U.S. Retail Sales of Sports Nutritionals Products,
2006-2011 (in billion $)
- Marketer and Brand Overview
- PepsiCo Still Strong but Coca-Cola Shows Greater Growth
- Table 1-2 Top Sports Nutritional Product Marketers by IRI-Tracked Sales:
2002-2006 (in millions of dollars)
- Top Sports Nutritional Brands
- Table 1-3 Top Sports Nutritional Product Marketers by IRI-Tracked Sales:
2002-2006 (in millions of dollars)
- Market and New Product Trends
- Sports Nutritionals Must Extend Themselves
- Changing Consumer Tastes
- Marketing to Children in Sensitive Times
- The Must-Targets: Hispanics and Boomers
- Portability and Portion Control
- Energy and Wellness Superceding Performance Benefits
- Natural and Organic
- The “New Age” of Products
- Sensory Products
- Functionality Hot Buttons
- Category Cross Fertilization
- Advertising and Promotion
- Gatorade Dominates in Advertising
- Targeted Media Used
- Evolving Media Consumption
- Sports Themes and Celebrity Endorsements
- Clif Bar Leader in Environmental Marketing
- Retail Dynamics
- Retail Distribution Varies by Category
- Figure 1-4 Estimated Share of U.S. Sports Nutritional Sales by Retail
Outlet Type, 2006 (percent)
- On the Web
- Think Non-Traditional
- Category Consumer Usage Rates
- Table 1-4 Consumer Penetration Rates for Sports Nutritional Products by
Category, 2006 (%)
- Selected Focus: Thirst Quencher & Activity Drinks
- Table 1-5 Top Demographic Characteristics Favoring Thirst Quenchers &
Activity Drinks, 2006 (index)
- Selected Focus: Energy/Diet Snacks & Bars
- Table 1-6 Top Demographic Characteristics Favoring Energy/Diet Snacks &
Bars, 2006 (index)
- Looking Ahead
- Individualization and Personalization
- Put the Fun into FUNction
- Nanotechnology and Microencapsulation
- Core Company Values and Commitment Important
Chapter 2 The Market
- Scope
- Three Product Categories
- Beverages
- Bars & Gels
- Supplements
- Functional Categories
- Report Methodology
- Historical Background
- Overview of Sports Nutritional Ingredients
- Market Size and Growth
- Introduction
- 2006 Sales at $5.5 Billion
- Figure 2-1 U.S. Retail Sales of Sports Nutritional Products, 2002-2006
(in billion $)
- Table 2-1 U.S. Retail Sales of Sports Nutritional Products, 2002-2006
(in millions of dollars)
- 2006 Mass-Market Sales Pass $3 Billion
- Figure 2-2 IRI-Tracked Sales of Sports Nutritional Products, 2002-2006
(in billion $)
- Table 2-2 IRI-Tracked Sales of Sports Nutritional Products by Category,
2002- 2006 (in million $)
- Figure 2-3 IRI-Tracked Market Composition by Category Share of Sports
Nutritional Products, 2002-2006
- Beverage Sales Going Strong
- Figure 2-4 IRI-Tracked Sales of Sport Nutritional Beverage Category,
2002-2006 (in million $)
- Sales of Bars & Gels Also Climbing Fast
- Figure 2-5 IRI-Tracked Sales of Sports Nutritional Bar & Gel Category,
2002-2006 (in million $)
- Supplements Sales Finally Seeing Growth
- Figure 2-6 IRI-Tracked Sales of Sports Nutritional Supplements Category,
2002-2006 (in million $)
- A Look at Private Label
- Figure 2-7 IRI-Tracked Sales of Private-Label Sports Nutritional
Products, 2002-2006 (in million $)
- Table 2-3 IRI-Tracked Sales of Private Label Sports Nutritionals
Products by Category, 2002-2006 (in million $)
- Factors Affecting The Market
- Health and Wellness Trends Fuel Market Growth
- From Low-Carb Dieting to Balanced Eating
- The Role of Research & Development
- Target Marketing: Boomers
- The Role of Convenience
- Sports Nutritional Products Market Forecast
- Figure 2-8 Projected U.S. Retail Sales of Sports Nutritionals Products,
2006-2011 (in billion $)
Chapter 3 Marketer and Brand Overview
- PepsiCo Still Strong but Coca-Cola Shows Greater Growth
- Table 3-1 Top Sports Nutritional Product Marketers by IRI-Tracked Sales:
2002-2006 (in millions of dollars)
- PepsiCo in a Class by Itself
- Table 3-2 Top Sports Nutritional Products Marketers by Mass-Market
IRI-Tracked Share: 2002-2006 (percent)
- Marketer Rankings by 2004-2006 Sales Gains/Losses
- Table 3-3 Top Sports Nutritional Marketers by Dollar Gains in IRI-Tracked
Sales: 2004 vs 2006 (in millions of dollars)
- A Few Losers Too
- Table 3-4 Sports Nutritional Marketers by Dollar Losers in IRI-Tracked
Sales: 2004 vs 2006 (in millions of dollars)
- Top Sports Beverage Marketers and Brands
- Table 3-5 Top Sports Nutritional Beverage Marketers by IRI-Tracked Sales:
2002-2006 (in millions of dollars)
- Table 3-6 Top Sports Nutritional Beverage Marketers by Mass-Market
IRI-Tracked Share: 2002-2006 (percent)
- Table 3-7 Top Sports Nutritional Beverage Marketers by Dollar Gains in
IRI-Tracked Sales: 2004 vs 2006 (in millions of dollars)
- Table 3-8 Top Sports Nutritional Beverage Brands by IRI-Tracked Sales:
2002-2006 (in millions of dollars)
- Table 3-9 Top Sports Nutritional Beverage Brands by Mass-Market
IRI-Tracked Share: 2002-2006 (percent)
- Leaders in Bars & Gels
- Table 3-10 Top Bars & Gels Marketers by IRI-Tracked Sales: 2002-2006 (in
millions of dollars)
- Table 3-11 Top Bar and Gel Marketers by Mass-Market IRI-Tracked Share:
2002-2006 (percent)
- Table 3-12 Top Bar and Gel Marketers by Dollar Gains in IRI-Tracked Sales:
2004 vs 2006 (in millions of dollars)
- Table 3-13 Top Bar and Gel Brands by IRI-Tracked Sales: 2002-2006 (in
millions of dollars)
- Table 3-14 Top Branded Bar and Gel Brands by Mass-Market Share: 2002-2006
(percent)
- Leading Supplement Marketers
- Table 3-15 Top Marketers of Supplements by IRI-Tracked Sales: 2002-2006
(in millions of dollars)
- Table 3-16 Top Marketers of Supplements by Mass-Market Share: 2002-2006
(percent)
- Table 3-17 Supplement Marketers by Dollar Gains in IRI-Tracked Sales: 2004
vs 2006 (in millions of dollars)
- Table 3-18 Top Branded Supplements by IRI-Tracked Sales: 2002-2006 (in
millions of dollars)
- Table 3-19 Top Branded Supplements by Mass-Market Share: 2002-2006
(percent)
Chapter 4 Corporate Profiles
- Overview
- PepsiCo, Inc.
- Company Overview
- Gatorade Controls the Market It Created
- Performance
- Figure 4-1 IRI-Tracked Sports Nutritional Sales of PepsiCo Inc.,
2002-2006 (in million $)
- Table 4-1 Selected Brand Portfolio of PepsiCo Inc.' s Sports Nutrition
Products
- Expanding Reach With Aquafina Alive
- Selected Activity
- Red Bull GmbH
- Company Overview
- Performance
- Figure 4-2 IRI-Tracked Sports Nutritional Sales of Red Bull North
America Inc., 2002-2006 (in million $)
- Selected Activity
- Coca-Cola Company
- Company Overview
- Performance
- Figure 4-3 IRI-Tracked Sports Nutritional Sales of Coca-Cola Company,
2002-2006 (in million $)
- Table 4-2 Selected Brand Portfolio of Coca-Cola Company' s Sports
Nutrition Products
- Busy with Innovation
- Selected Activity
- Kraft Foods Inc.
- Company Overview
- Performance
- Figure 4-4 IRI-Tracked Sports Nutritional Sales of Kraft Foods Inc.,
2002-2006 (in million $)
- Table 4-3 Brand Portfolio of Kraft Foods, Inc.' s Sports Nutritional
Products
- New Products in 2007
- Selected Activity
- Nestlé S.A.
- Company Overview
- Performance
- Figure 4-5 IRI-Tracked Sports Nutritional Sales of Nestlé' SA,
2002-2006 (in million $)
- Brand Portfolio
- Table 4-4 Brand Portfolio of Nestlé' USA' s Sports Nutrition
Products
- Selected Activity
- Glaceau (Energy Brands Inc.)
- Company Overview
- Performance
- Figure 4-6 IRI-Tracked Sports Nutritional Sales of Energy Brands Inc.,
2002-2006 (in million $)
- Table 4-5 Brand Portfolio of Glaceau' s Sports Nutrition Products
- Selected Activity
- Company Overview
- Performance
- Figure 4-7 IRI-Tracked Sports Nutritional Sales of Clif Bar, Inc.,
2002-2006 (in million $)
- Brand Portfolio
- Table 4-6 Brand Portfolio of Clif Bar Inc.' s Sports Nutrition Products
- Selected Activity
- Abbott Laboratories
- Company Overview
- Performance
- Figure 4-8 IRI-Tracked Sports Nutritional Sales of Abbott Laboratories
Inc., 2002-2006 (in million $)
- Brand Portfolio
- Table 4-7 Selected Brand Portfolio of Abbott laboratories Inc.' s Sports
Nutrition Products
- Selected Activity
Chapter 5 Market and New Product Trends
- Sports Nutritionals Must Extend Themselves
- Changing Consumer Tastes
- Table 5-1 Consumer Responses When Asked, “How Much Of An Impact Do
The Following Have On Your Decision To Buy Foods And Beverages?” 2007
- Customer Education and Reassurance
- Harvard Medical School Report
- Organic and Other Certification
- The Regulatory Landscape
- FDA Grapples with Functional Food and Beverage Regulation
- Health Claims
- Health Claims That Meet Significant Scientific Agreement (SSA)
- Qualified Health Claims
- Structure/Function Claims
- Nutrient Content Claims
- Medical Organization Logos
- Dietary Supplement Verification Program
- The Battle of the Sexes
- Marketing to Children in Sensitive Times
- The Must-Targets: Hispanics and Boomers
- Re-Enter The Genki Dragon
- Wide Range of New Sports Nutritionals Product Introductions
- Table 5-2 Selected Sports Nutritional Products Trends, by Number of New
Product Introduction Package Tags, 2006
- Portability and Portion Control
- Energy and Wellness Superceding Performance Benefits
- Natural and Organic
- The “New Age” of Products
- Sensory Products
- Functionality Hot Buttons
- Glycemic Index
- Gluten-Free
- Omega-3 Fatty Acids
- Get Your Antioxidants Here
- Probiotics and Prebiotics
- Dairy is Whey Cool
- Phytochemicals and Plant Extracts
- Kaleidoscopic Flavor World
- Table 5-3 Selected Sports Nutritionals Product Flavor Trends by Number of
New Product Introduction Package Tags, 2006
- New Forms and Styles
- Selected List of 2007 New Product Introductions
- Table 5-4 Selected List of New Product Introductions, January 2007-June
2007
Chapter 6 Marketing Dynamics
- Advertising and Promotion
- Consumer Advertising Expenditures
- Gatorade Dominates in Advertising
- Table 6-1 Selected Sports Nutritionals Advertising Spends, 2006 (in
thousands $)
- Targeted Media Used
- Evolving Media Consumption
- Accelerade Makes a New Media Splash
- Aquafina Alive and High-Tech Targeted Marketing
- Red Bull Gets Its Video Game On
- Sports Themes and Celebrity Endorsements
- Gatorade Goes to The Movies
- Clif Bar Leader in Environmental Marketing
- Trade Associations and Shows
- Retail Dynamics
- Retail Distribution Varies by Category
- Figure 6-1 Estimated Share of U.S. Sports Nutritional Sales by Retail
Outlet Type, 2006 (percent)
- Table 6-2 Estimated Share of U.S. Sports Nutritional Sales by Retail
Outlet Type, 2003-2006 (percent)
- Drugstores Getting the Boost
- Specialty Outlets, General Market
- On the Web
- Think Non-Traditional
Chapter 7 The Consumer
- The Simmons Survey System
- Sports Nutritionals Consumer Overview by Category
- Category Usage Rates
- Table 7-1 Consumer Penetration Rates for Sports Nutritional Products, by
Category, 2006 (%)
- Category Cross-Reference: Demographic Characteristics
- Vitamins & Minerals
- Table 7-2 Top Demographic Characteristics Favoring Vitamins & Minerals,
2006 (index)
- Thirst Quencher & Activity Drinks
- Table 7-3 Top Demographic Characteristics Favoring Thirst Quenchers &
Activity Drinks, 2006 (index)
- Liquid Breakfast & Nutritional Supplements
- Table 7-4 Top Demographic Characteristics Favoring Liquid Breakfast &
Nutritional Supplements, 2006 (index)
- Energy Drinks
- Table 7-5 Top Demographic Characteristics Favoring Energy Drinks, 2006
(index)
- Energy/Diet Snacks & Bars
- Table 7-6 Top Demographic Characteristics Favoring Energy/Diet Snacks &
Bars, 2006 (index)
- Table 7-7 Demographic Characteristics Favoring Sports Nutritional Product
Use, by Category Comparison, 2006 (index)
- Table 7-7 Demographic Characteristics Favoring Sports Nutritional Product
Use, by Category Comparison, 2006 (index)
- Category Cross-Reference: Exercise
- Table 7-8 Category Usage Likelihood by Consumer Level of Commitment to
Exercise, 2006 (index)
- Category Cross-Reference: Sports Participation
- Table 7-9 Selected Activity Usage Indexes by Top 10 Sports
Played/Participated “Every Chance I Get,” 2006 (index)
- Category Cross-Reference: Health Statements
- Table 7-10 Category Usage Likelihood, by Consumer Response to Selected
Statements, 2006 (index)
- Sports Nutritionals Consumer Overview by Brand
- Brand Usage Rates
- Table 7-11 Adult Consumer Penetration Rates, by Selected Sports
Nutritional Brands, 2003-2006
- Brand Cross Reference: Demographic Characteristics
- Gatorade and Powerade
- Table 7-12 Top Demographic Characteristics Favoring Gatorade & Powerade,
2006 (index)
- Power Bar and Balance Bar
- Table 7-13 Top Demographic Characteristics Favoring Balance Bar & Power
Bar, 2006 (index)
- Brand Cross-Reference: Exercise
- Table 7-14 Selected Brand Usage Likelihood, by Consumer Level of
Commitment to Exercise, 2006 (index)
- Brand Cross-Reference: Sports Participation
- Table 7-15 Selected Brand Usage Indexes, by Top 10 Sports
Played/Participated in Last 12 Months, 2006 (index)
- Brand Cross-Reference: Health Statements
- Table 7-16 Selected Brand Usage Likelihood, by Consumer Response to
Selected Statements, 2006 (index)
- Overall Consumer Psychographic Indicators
- Health and Activity Consumer Psychographics
- Table 7-17 Top Demographic Indicators for Consumers Who Agree with the
Statement “I Make Sure I Exercise Regularly,” 2006 (index)
- Table 7-18 Top Demographic Indicators for Consumers Who Agree with the
Statement “I' m Usually First To Try New Health Food,” 2006
(index)
- Table 7-19 Top Demographic Indicators for Consumers Who Agree with the
Statement “Pay Anything When It Concerns My Health,” 2006 (index)
- Table 7-20 Top Demographic Indicators for Consumers Who Agree with the
Statement “I Frequently Take Preventive Medicine,” 2006 (index)
Chapter 8 Looking Ahead
- Individualization and Personalization
- Put the Fun into FUNction
- Nanotechnology and Microencapsulation
- Is An Educated Consumer The Best Customer?
- Core Company Values and Commitment Important
- Appendix:Addresses of Selected Marketers
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