Sports Food and Beverage Consumers - US - February 2007

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Abbreviations and terms
• Executive Summary
• Many reasons to be active...but not everyone is
• Baby Boomers, age and sports activity
• Just one in four use sports food and drink at every active occasion
• Weight training and running are popular activities
• Those who buy sports food and drinks for muscle care tend to spend more
  • Figure 1: Amount of money spent each month on sports-related food and drink, by reasons for buying sports food and drink, November 2006
• Potential interest in products for sports injury protection/prevention
• Black and Hispanic consumers dedicated to sports activity
  • Figure 2: How often sports food/beverages are used, by race/Hispanic origin, November 2006
• Individualists, Teamers and Adventurers
• An increase in fitness opportunities...and marketing channels
• Market Factors
• Activity often, but not always, translates into sports food and drink usage
  • Figure 3: How often sports food/beverages are used, November 2006
  • Figure 4: How often sports food/beverages are used, November 2006
• Increasing numbers of Americans are pursuing sports activities
  • Figure 5: Participation* in certain types of sports, 2004-05
• Weight control and physical activity
  • Figure 6: Things that motivate physical activity, November 2006
• The obesity issue
• Moving bodies burn more calories
  • Figure 7: Frequency of vigorous activity, not including fitness walking, November 2006
• Disease prevention through exercise
• Other reasons for exercise: From looking good to stress relief
• Numerous opportunities to get active
• Health and fitness clubs
• Television
• Corporate wellness programs
• Additional influences
• Demographic considerations
• The aging of the Baby Boomer population
  • Figure 8: Population by age, 2002-12
• Black athletes
  • Figure 9: Population by race and Hispanic origin, 2002-12
• Market Trends
• Some category players succeed via "lifestyle" marketing
• Category fragments to focus on more specific needs
• Calorie consciousness
• Addressing the needs of avid athletes
• A Look at Sports Activity Among All Active Consumers
• Introduction
• Rates of vigorous activity
  • Figure 10: Frequency of vigorous excercise, by gender, November 2006
  • Figure 11: Frequency of vigorous excercise, by age, November 2006
  • Figure 12: Frequency of vigorous excercise, by household income, November 2006
  • Figure 13: Frequency of vigorous excercise, by race/ethnicity, November 2006
  • Figure 14: Frequency of vigorous excercise, by marital status, November 2006
  • Figure 15: Frequency of vigorous excercise, by presence of children, November 2006
  • Figure 16: Frequency of vigorous excercise, by region, November 2006
• Participation in specific physical activities
  • Figure 17: Activities played/done at "every chance," November 2006
  • Figure 18: Activities played/done at "every chance," by race/Hispanic origin, November 2006
• Reasons for being physically active
  • Figure 19: Things that motivate physical activity, by gender, November 2006
  • Figure 20: Things that motivate physical activity, by age, November 2006
  • Figure 21: Things that motivate physical activity, by household income, November 2006
  • Figure 22: Things that motivate physical activity, by race/ethnicity, November 2006
• Use of and Opinions of Sports Food and Beverages Among All Active Consumers
• Consumption of foods/beverages related to activity
  • Figure 23: How often sports food/beverages are used, by age, November 2006
  • Figure 24: How often sports food/beverages are used, by race/Hispanic origin, November 2006
  • Figure 25: How often sports food/beverages are used, by presence of children, November 2006
• Types of sports foods/beverages used
  • Figure 26: Types of sports food/beverages used before, during and/or after physical activity, or not at all, November 2006
  • Figure 27: Types of sports food/beverages used, by key demographics, November 2006
• Reasons for buying a sports food and/or drink
  • Figure 28: Reasons/motivations for buying sports-related food and drink, November 2006
• Amount spent on sports food and drink
  • Figure 29: Amount of money spent each month on sports-related food and drink, November 2006
  • Figure 30: Amount of money spent each month on sports-related food and drink, by reasons for buying sports food and drink, November 2006
  • Figure 31: Opinions regarding the taste of specific sports foods and drinks, November 2006
• Opinions about sports activities and sports food/beverages
  • Figure 32: Opinions about sports activities and sports food/beverages, by gender, November 2006
  • Figure 33: Opinions about sports activities and sports food/beverages, by age, November 2006
  • Figure 34: Opinions about sports activities and sports food/beverages, by race/ethnicity, November 2006
  • Figure 35: Opinions about sports activities and sports food/beverages, by region, November 2006
• Profiles for the 3 Groups of Active Consumers: Individualists, Teamers and Adventurers
• Introduction
  • Figure 36: Individualists, Teamers and Adventurers, by gender, November 2006
• Demographic profiles
  • Figure 37: Individualists, Teamers and Adventurers, by gender, November 2006
  • Figure 38: Individualists, Teamers and Adventurers, by age, November 2006
  • Figure 39: Individualists, Teamers and Adventurers, by household income, November 2006
  • Figure 40: Individualists, Teamers and Adventurers, by race/ethnicity, November 2006
  • Figure 41: Individualists, Teamers and Adventurers, by region, November 2006
• Sports participation across the three groups
  • Figure 42: Which individual physical activities are done at "every chance," by Teamers, Individualists and Adventurers, November 2006
  • Figure 43: Which team sports are played at "every chance," by Teamers, Individualists and Adventurers, November 2006
  • Figure 44: Which adventure sports are done at "every chance," by Teamers, Individualists and Adventurers, November 2006
• Quantitative Results: 3 Groups of Active Consumers
• Introduction
• Reasons for being physically active
  • Figure 45: Things that motivate physical activity, by Teamers, Individualists and Adventurers, November 2006
• Opinions about sports activities and sports food/beverages
  • Figure 46: Opinions about sports activities and sports food/beverages, by Teamers, Individualists and Adventurers, November 2006
• Consumption of foods/beverages related to activity
  • Figure 47: How often use sports food/beverages, by Teamers, Individualists and Adventurers, November 2006
• Types of sports foods/beverages used
  • Figure 48: Types of sports food/beverages used, by Teamers, Individualists and Adventurers, November 2006
  • Figure 49: Types of sports food/beverages used before, during and after physical activity, by Teamers, Individualists and Adventurers, November 2006
• Reasons for buying a sports food and/or drink
  • Figure 50: Reasons/motivations for buying sports-related food and drink, by Teamers, Individualists and Adventurers, November 2006
• Amount spent on sports food and drink
  • Figure 51: Amount of money spent each month on sports-related food and drink, by Teamers, Individualists and Adventurers, November 2006
• Qualitative Results: The 3 Groups of Active Consumers
• Introduction
• Teamers
• An introduction to the respondents
• Foods/drinks used before sports activity
• Foods/drinks used during sports activity
• What Teamers tend to do after sports activity
• Opinions of specific brands
  • Figure 52: Teamers' opinions of specific brands, December 2006
• Individualists
• An introduction to the respondents
• Foods/drinks used before activity
• Foods/drinks used during activity
• Foods/drinks used after activity
• Opinions of specific brands
  • Figure 53: Individualists' opinions about specific brands, December 2006
• Adventurers
• An introduction to the respondents
• Foods/drinks used before activity
• Foods/drinks used during activity
• Foods/drinks used after activity
• Opinions of specific brands
  • Figure 54: Adventurers' opinions of specific brands, December 2006
• Future Trends
• More product fortification
  • Figure 55: Top 15 dietary supplement ingredients, 52 weeks ended Aug. 12, 2006*
• Aging population
  • Figure 56: Population by age, 2002-12
• Sports food and beverage companies to support social outlets
  • Figure 57: Belief that eating and drinking "the right thngs" is "essential" for sports and exercise, by reasons for being active, November 2006
• Supporting sports activity in the black community
• Fitness and technology
• Appendix: Trade Associations
• Appendix: New Product Briefs
• Be Unlimited: Be Performance Chocolate Protein Shake
• Coca-Cola: Powerade Option Low Calorie Sports Drink
• Arizona International: Arizona Green Tea Energy Drink
• NVE Pharmaceuticals: Stacker 2 Extreme Energy Shots
• South Beach Beverage: SoBe Adrenaline Rush Sugar-Free
• Guru Energy Corp.: Guru Lite Energy Drink
• EAS: EAS AdvantEdge Nutrition Shakes
• Trace Mineral Research: LiquMins Electrolyte Stamina Drink
• Veltec Sports: Enervitene Orange Sport Gel
• Appendix: Additional Figures from Consumer Data
  • Figure 58: Types of sports food/beverages used before physical activity, by key demographics, November 2006
  • Figure 59: Types of sports food/beverages used during physical activity, by key demographics, November 2006
  • Figure 60: Types of sports food/beverages used after physical activity, by key demographics, November 2006