2011 Sports Beverages in the U.S.
2011 Edition / November 2011

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TABLE OF CONTENTS i

TABLE OF EXHIBITS iii

DEFINITIONS USED IN THIS REPORT vii

INTRODUCTION ix

CHAPTER

1. THE U.S. SPORTS BEVERAGE MARKET

Sports Beverages in the Functional Beverage Market pg..........1

Sports Beverage Definition pg..........2

The Current Sports Beverage Market pg..........5

Exhibits pg..........10

2. SPORTS BEVERAGE REGIONAL MARKETS

Regional Sports Beverage Markets pg..........17

Exhibits pg..........22

3. REDUCED CALORIE AND REGULAR SPORTS BEVERAGES

Regular and Low–Calorie Sports Beverages pg..........31

Exhibits pg..........32

4. SPORTS BEVERAGE FLAVORS

Sports Beverage Flavors pg..........35

Exhibits pg..........37

5. SPORTS BEVERAGE SEGMENTS AND DISTRIBUTION CHANNELS

Sports Beverage Market Segments pg..........41

Sports Beverage Distribution Channels pg..........43

Exhibits pg..........47

6. SPORTS BEVERAGE PACKAGING

Sports Beverage Packaging pg..........57

Exhibits pg..........59

7. LEADING SPORTS BEVERAGE COMPANIES AND THEIR BRANDS

The Leading Companies pg..........63

PepsiCo, Inc. – Gatorade

Coca–Cola Company – Powerade

Other Sports Beverages

Leading Brands by Channel pg..........94

Exhibits pg..........95

8. SPORTS BEVERAGE ADVERTISING EXPENDITURES

Sports Beverage Advertising Expenditures pg..........103

Sports Beverage Advertising Expenditures by Brand pg..........106

Exhibits pg..........108

9. DEMOGRAPHICS OF THE SPORTS BEVERAGE USER

Demographics of the Sports Beverage User pg..........115

Demographic Comparison of Gatorade and Powerade pg..........119

Exhibits pg..........122

10. THE RTD PROTEIN DRINK MARKET

Protein Drinks in the U.S. pg..........125

Leading Protein Drink Brands pg..........131

Exhibits pg..........136

11. THE PROJECTED U.S. SPORTS BEVERAGE MARKET

The Projected U.S. Sports Beverage Market pg..........139

Projected U.S. Sports Beverage Volume by Channel pg..........142

Exhibits pg..........143

EXHIBIT

1. THE U.S. SPORTS BEVERAGE MARKET

1.1 Global Sports Beverage Market Estimated Wholesale Dollar Sales, Volume and Growth 2002 – 2010 pg..........10

1.2 Sports Beverage Market Wholesale Dollar Sales and Volume 1985 – 2011 pg..........11

1.3 Sports Beverage Market Dollar Sales and Volume Growth 1986 – 2011 pg..........12

1.4 Sports Beverage Market Per Capita Consumption 1985 – 2011 pg..........13

1.5 Sports Beverage Market Compound Annual Growth 1985 – 2011 pg..........14

1.6 Sports Beverage Market Retail Dollar Sales and Growth 2000 – 2010 pg..........15

1.7 Sports Beverage Market Quarterly Volume Shares in Measured Channels 2003 – 2010 pg..........16

2. SPORTS BEVERAGE REGIONAL MARKETS

2.8 Regional Sports Beverage Markets Wholesale Dollar Sales 1986 – 2010 pg..........22

2.9 Regional Sports Beverage Markets Share of Wholesale Dollar Sales 1986 – 2010 pg..........23

2.10 Regional Sports Beverage Markets Change in Wholesale Dollar Sales 1987 – 2010 pg..........24

2.11 Leading Sports Beverage Cities Volume in Grocery, Drug and Mass Merchandisers 2006 – 2010 pg..........25

2.12 Leading Sports Beverage Cities Share of Volume in Grocery, Drug and Mass Merchandisers 2006 – 2010 pg..........26

2.13 Leading Sports Beverage Cities Volume Growth in Grocery, Drug and Mass Merchandisers 2007 – 2010 pg..........27

2.14 Leading Sports Beverage Cities Dollar Sales in Grocery, Drug and Mass Merchandisers 2006 – 2010 pg..........28

2.15 Leading Sports Beverage Cities Dollar Share in Grocery, Drug and Mass Merchandisers 2006 – 2010 pg..........29

2.16 Leading Sports Beverage Cities Dollar Growth in Grocery, Drug and Mass Merchandisers 2007 – 2010 pg..........30

3. REDUCED CALORIE AND REGULAR SPORTS BEVERAGES

3.17 Sports Beverage Market Volume by Calorie Count 2005 – 2010 pg..........32

3.18 Sports Beverage Market Share of Volume by Calorie Count 2005 – 2010 pg..........33

3.19 Sports Beverage Market Change in Volume by Calorie Count 2006 – 2010 pg..........34

4. SPORTS BEVERAGE FLAVORS

4.20 Sports Beverage Flavors Volume in Grocery, Drug and Mass Merchandisers 2005 – 2010 pg..........37

4.21 Sports Beverage Flavors Volume Share in Grocery, Drug and Mass Merchandisers 2005 – 2010 pg..........38

4.22 Sports Beverage Flavors Volume Growth in Grocery, Drug and Mass Merchandisers 2006 – 2010 pg..........39

5. SPORTS BEVERAGE SEGMENTS AND DISTRIBUTION CHANNELS

5.23 Sports Beverage Segments Wholesale Dollar Sales 1986 – 2010 pg..........47

5.24 Sports Beverage Segments Share of Wholesale Dollar Sales 1986 – 2010 pg..........48

5.25 Sports Beverage Segments Change in Wholesale Dollar Sales 1987 – 2010 pg..........49

5.26 Sports Beverage Distribution Channels Wholesale Dollar Sales 1986 – 2010 pg..........50

5.27 Sports Beverage Distribution Channels Share of Wholesale Dollar Sales 1986 – 2010 pg..........51

5.28 Sports Beverage Distribution Channels Change in Wholesale Dollar Sales 1987 – 2010 pg..........52

5.29 Sports Beverages Estimated Volume by Distribution Channel 2005 – 2010 pg..........53

5.30 Sports Beverages Share of Volume by Distribution Channel 2005 – 2010 pg..........54

5.31 Sports Beverages Change in Volume by Distribution Channel 2006 – 2010 pg..........55

6. SPORTS BEVERAGE PACKAGING

6.32 Sports Beverage Packaging Volume by Size 2005 – 2010 pg..........59

6.33 Sports Beverage Packaging Share of Volume by Size 2005 – 2010 pg..........60

6.34 Sports Beverage Packaging Change in Volume by Size 2006 – 2010 pg..........61

7. LEADING SPORTS BEVERAGE COMPANIES AND THEIR BRANDS

7.35 Leading Sports Beverage Brands Estimated Wholesale Dollar Sales 2005 – 2010 pg..........95

7.36 Leading Sports Beverage Brands Share of Wholesale Dollar Sales 2005 – 2010 pg..........96

7.37 Leading Sports Beverage Brands Change in Wholesale Dollar Sales 2006 – 2010 pg..........97

7.38 Leading Sports Beverage Brands Estimated Volume 2005 – 2010 pg..........98

7.39 Leading Sports Beverage Brands Share of Volume 2005 – 2010 pg..........99

7.40 Leading Sports Beverage Brands Change in Volume 2006 – 2010 pg..........100

7.41 Leading Sports Beverage Trademarks by Volume in Measured Channels 2010 pg..........101

8. SPORTS BEVERAGE ADVERTISING EXPENDITURES

8.42 Leading Sports Beverage Brands Advertising Expenditures 2005 – 2010 pg..........108

8.43 Leading Sports Beverage Brands Share of Advertising Expenditures 2005 – 2010 pg..........109

8.44 Leading Sports Beverage Brands Change in Advertising Expenditures 2006 – 2010 pg..........110

8.45 Sports Beverage Advertising Expenditures by Media 2005 – 2010 pg..........111

8.46 Sports Beverage Share of Advertising Expenditures by Media 2005 – 2010 pg..........112

8.47 Sports Beverage Change in Advertising Expenditures by Media 2006 – 2010 pg..........113

9. DEMOGRAPHICS OF THE SPORTS BEVERAGE USER

9.48 Demographics of the Sports Beverage Consumer 2010 pg..........122

9.49 Demographics of the Gatorade Consumer 2010 pg..........123

9.50 Demographics of the Powerade Consumer 2010 pg..........124

10. THE RTD PROTEIN DRINK MARKET

10.51 Protein Drink Market Estimated Wholesale Dollars and Volume 2004 – 2010 pg..........136

10.52 Protein Drink Market Growth 2005 – 2010 pg..........137

11. THE PROJECTED U.S. SPORTS BEVERAGE MARKET

11.53 Projected Sports Beverage Market Wholesale Dollar Sales and Volume 1985 – 2015 pg..........143

11.54 Projected Sports Beverage Market Wholesale Dollar Sales and Volume Growth 1986 – 2015 pg..........144

11.55 Projected Sports Beverage Market Per Capita Consumption 1985 – 2015 pg..........145

11.56 Projected Sports Beverage Market Wholesale Dollar Sales by Segment 2005 – 2015 pg..........146

11.57 Projected Sports Beverage Market Dollar Share by Segment 2005 – 2015 pg..........147

11.58 Projected Sports Beverage Market Compound Annual Growth by Segment 2005 – 2015 pg..........148

11.59 Projected Sports Beverage Market Estimated Volume and Share by Calorie Count 2005 – 2015 pg..........149

11.60 Projected Sports Beverage Market Compound Annual Growth by Calorie Count 2010 – 2015 pg..........150

11.61 Projected Sports Beverage Market Estimated Volume and Share by Distribution Channel 2005 – 2015 pg..........151

11.62 Projected Sports Beverage Market Compound Annual Growth by Distribution Channel 2010 – 2015 pg..........152

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