Abstract
Sports active consumers are not a homogeneous group and there are many facets of sports active consumers that affect their attitudes toward and reliance on sports foods and beverages. In this report, Mintel isolates and explores three groups of sports active consumers: Individualists, Teamers and Adventurers. These groups are defined by the kinds of sports activities they like to do “every chance” they get; however, the research findings demonstrate that these groups differ substantially with regard to their motivations for exercise and their use of sports foods and drinks.
To better understand the product needs of these three groups, Mintel analyzes quantitative survey results across the three groups. Furthermore, this report shows results of one-on-one interviews with consumers who fall into each of these three categories. Findings from both data sets-quantitative and qualitative-provide insights and ideas about the products and marketing techniques that would be more apt to resonate among each of these groups.
While there are Americans dedicated to sports activity and passionate about certain sports, many Americans are sedentary. Furthermore, troublesome of the market of sports food and beverages, active consumers do not always use a sports food or beverage product when they are active. Among those who do vigorous activity at least monthly, less than a quarter say they use a sports food and beverage “every time” they are active, and 26% say they use one “rarely” or “never.”
Further penetrating and increasing the frequency of product usage among the general population of active consumers will inevitably boost product sales. This report addresses strategies for these outcomes, including the making and marketing of “calorie-in/calorie-out products,” providing a greater number of nutritionally enhanced products, and targeting the burgeoning population of older adults.
This report builds on the analysis presented in Mintel' s The Market for Sports Food and Drink-U.S., October 2005. This report differs from the previous report, however, in that it is a more comprehensive analysis of consumers who are target markets for sports food and beverage products. The category of sports food and beverage is defined as products containing or marketed as containing properties to assist the body before, during and/or after strenuous activity. Sales data are not included in this report.
Mintel recognizes that there are many sports foods and beverages that are consumed in situations independent of physical activity. Similarly, consumers often use energy and/or protein bars as snacks or meal replacements, as opposed to using them for sustained energy during exercise or muscle rejuvenation after activity. Despite the frequency of these types of uses, Mintel seeks to uncover the opportunities for sports food and beverages to address the sports and exercise related needs of active consumers. This is essential to help suppliers grow the market by further educating consumers about how and when to use these products for peak performance and physical benefits, as well as to maintain the sporty image that resonates among so many non-active consumers.
Mintel considers the market for sports food and beverages to be comprised of consumers who play a sport or exercise with regularity. Consumers who only do physical activity that is part of a daily routine, such as walking to work, or cleaning the house, are not considered part of the market for sports food and beverage. Some examples of activities that sports food and beverage consumers participate in are: playing in a sports league, taking sports lessons, doing workouts at the gym or at home, or doing an adventure sport such as mountain biking.
Teamers, Individualists and Adventurers were discussed in Mintel' s The Market for Sports Food and Drink-U.S., October 2005; however, for that report, the definitions of these groups were based on questions from Simmons NCS, so they differed slightly from the definitions used in this report.
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