Sports Beverages in the U.S., 2009 edition
CHAPTER
1. THE U.S. SPORTS BEVERAGE MARKET
Sports Beverages in the Functional Beverage Market pg..........1
- Overview pg..........1
Sports Beverage Definition pg..........2
The Current Sports Beverage Market pg..........5
- Overview pg..........5
- Per Capita Consumption pg..........7
- Growth pg..........8
- Seasonality pg..........8
Exhibits pg..........9
2. SPORTS BEVERAGE REGIONAL MARKETS
Regional Sports Beverage Markets pg..........15
- Overview pg..........15
- The South pg..........16
- The West pg..........17
- The Midwest pg..........18
- The Northeast pg..........18
- Leading Sports Beverage Cities pg..........19
Exhibits pg..........20
3. SPORTS BEVERAGE FLAVORS
Sports Beverage Flavors pg..........29
Exhibits pg..........31
4. SPORTS BEVERAGE SEGMENTS AND DISTRIBUTION CHANNELS
Sports Beverage Market Segments pg..........34
- Dollar Sales pg..........34
Sports Beverage Distribution Channels pg..........36
Exhibits pg..........39
5. SPORTS BEVERAGE PACKAGING
Sports Beverage Packaging pg..........48
Exhibits pg..........50
6. LEADING SPORTS BEVERAGE COMPANIES AND THEIR BRANDS
The Leading Companies pg..........53
PepsiCo, Inc. — Gatorade
- Overview pg..........54
- Marketing pg..........55
- Distribution pg..........65
Coca–Cola Company — Powerade
- Overview pg..........67
- Marketing pg..........67
- Distribution pg..........70
Other Sports Beverages pg..........72
- All Sport pg..........72
- Kraft Foods Inc. — Capri Sun Sport pg..........74
- R.W. Knudsen — Recharge pg..........75
- CytoSport Inc. — CytoMax pg..........75
Leading Brands by Channel pg..........75
Exhibits pg..........76
7. SPORTS BEVERAGE ADVERTISING EXPENDITURES
Sports Beverage Advertising Expenditures pg..........80
- Overview pg..........80
- Expenditures by Medium pg..........81
Sports Beverage Advertising Expenditures by Brand pg..........83
- Gatorade pg..........83
- Powerade pg..........83
- Accelerade pg..........84
Exhibits pg..........85
8. DEMOGRAPHICS OF THE SPORTS BEVERAGE USER
Demographics of the Sports Beverage User pg..........91
Demographic Comparison of Gatorade and Powerade pg..........95
Exhibits pg..........98
9. THE NEW AGE, WELLNESS AND SPORTS NUTRITION MARKETS
The New Age Market pg..........104
The Wellness and Functional Beverage Market pg..........106
The Sports Nutrition Market pg..........108
Leading Sports Nutrition Companies pg..........109
- NBTY, Inc. pg..........109
- Abbott Laboratories pg..........113
10. THE PROJECTED U.S. SPORTS BEVERAGE MARKET
The Projected U.S. Sports Beverage Market pg..........116
Projected U.S. Sports Beverage Volume by Channel pg..........119
Exhibits pg..........120
EXHIBIT
1. THE U.S. SPORTS BEVERAGE MARKET
1.1 Global Sports Beverage Market Estimated Wholesale Dollar Sales, Volume and Growth 2002 – 2008 pg..........9
1.2 Sports Beverage Market Dollar Sales and Volume 1985 – 2008 pg..........10
1.3 Sports Beverage Market Dollar Sales and Volume Growth 1986 – 2008 pg..........11
1.4 Sports Beverage Market Per Capita Consumption 1985 – 2008 pg..........12
1.5 Sports Beverage Market Compound Annual Growth 1985 – 2008 pg..........13
1.6 Sports Beverage Market Quarterly Volume Shares in Measured Channels 2003 – 2008 pg..........14
2. SPORTS BEVERAGE REGIONAL MARKETS
2.7 Regional Sports Beverage Markets Wholesale Dollar Sales 1986 – 2008 pg..........20
2.8 Regional Sports Beverage Markets Share of Wholesale Dollar Sales 1986 – 2008 pg..........21
2.9 Regional Sports Beverage Markets Change in Wholesale Dollar Sales 1987 – 2008 pg..........22
2.10 Leading Sports Beverage Cities Volume in Grocery, Drug and Mass Merchandisers 2004 – 2008 pg..........23
2.11 Leading Sports Beverage Cities Share of Volume in Grocery, Drug and Mass Merchandisers 2004 – 2008 pg..........24
2.12 Leading Sports Beverage Cities Volume Growth in Grocery, Drug and Mass Merchandisers 2005 – 2008 pg..........25
2.13 Leading Sports Beverage Cities Dollar Sales in Grocery, Drug and Mass Merchandisers 2004 – 2008 pg..........26
2.14 Leading Sports Beverage Cities Dollar Share in Grocery, Drug and Mass Merchandisers 2004 – 2008 pg..........27
2.15 Leading Sports Beverage Cities Dollar Growth in Grocery, Drug and Mass Merchandisers 2005 – 2008 pg..........28
3. SPORTS BEVERAGE FLAVORS
3.16 Sports Beverage Flavors Volume in Grocery, Drug and Mass Merchandisers 2004 – 2008 pg..........31
3.17 Sports Beverage Flavors Volume Share in Grocery, Drug and Mass Merchandisers2004 – 2008 pg..........32
3.18 Sports Beverage Flavors Volume Growth in Grocery, Drug and Mass Merchandisers 2005 – 2008 pg..........33
4. SPORTS BEVERAGE SEGMENTS AND DISTRIBUTION CHANNELS
4.19 Sports Beverage Segments Wholesale Dollar Sales 1986 – 2008 pg..........39
4.20 Sports Beverage Segments Share of Wholesale Dollar Sales 1986 – 2008 pg..........40
4.21 Sports Beverage Segments Change in Wholesale Dollar Sales 1987 – 2008 pg..........41
4.22 Sports Beverage Distribution Channels Wholesale Dollar Sales 1986 – 2008 pg..........42
4.23 Sports Beverage Distribution Channels Share of Wholesale Dollar Sales 1986 – 2008 pg..........43
4.24 Sports Beverage Distribution Channels Change in Wholesale Dollar Sales 1987 – 2008 pg..........44
4.25 Sports Beverages Estimated Volume by Distribution Channel 2003 – 2008 pg..........45
4.26 Sports Beverages Share of Volume by Distribution Channel 2003 – 2008 pg..........46
4.27 Sports Beverages Change in Volume by Distribution Channel 2004 – 2008 pg..........47
5. SPORTS BEVERAGE PACKAGING
5.28 Sports Beverage Packaging Volume by Size 2003 – 2008 pg..........50
5.29 Sports Beverage Packaging Share of Volume by Size 2003 – 2008 pg..........51
5.30 Sports Beverage Packaging Change in Volume by Size 2004 – 2008 pg..........52
6. LEADING SPORTS BEVERAGE COMPANIES AND THEIR BRANDS
6.31 Leading Sports Beverage Brands Estimated Wholesale Dollar Sales 2003 – 2008 pg..........76
6.32 Leading Sports Beverage Brands Share of Wholesale Dollar Sales 2003 – 2008 pg..........77
6.33 Leading Sports Beverage Brands Change in Wholesale Dollar Sales 2004 – 2008 pg..........78
6.34 Leading Sports Beverage Trademarks by Volume in Measured Channels 2008 pg..........79
7. SPORTS BEVERAGE ADVERTISING EXPENDITURES
7.35 Leading Sports Beverage Brands Advertising Expenditures 2003 – 2008 pg..........85
7.36 Leading Sports Beverage Brands Share of Advertising Expenditures 2003 – 2008 pg..........86
7.37 Leading Sports Beverage Brands Change in Advertising Expenditures 2004 – 2008 pg..........87
7.38 Sports Beverage Advertising Expenditures by Media 2003 – 2008 pg..........88
7.39 Sports Beverage Share of Advertising Expenditures by Media 2003 – 2008 pg..........89
7.40 Sports Beverage Change in Advertising Expenditures by Media 2004 – 2008 pg..........90
8. DEMOGRAPHICS OF THE SPORTS BEVERAGE USER
8.41 Demographics of the Sports Beverage Consumer 2008 pg..........98
8.42 Demographics of the Gatorade Consumer 2008 pg..........100
8.43 Demographics of the Powerade Consumer 2008 pg..........102
10. THE PROJECTED U.S. SPORTS BEVERAGE MARKET
10.44 Projected Sports Beverage Market Wholesale Dollar Sales and Volume 1985 – 2013 pg..........120
10.45 Projected Sports Beverage Market Wholesale Dollar Sales and Volume Growth 1986 – 2013 pg..........121
10.46 Projected Sports Beverage Market Per Capita Consumption 1985 – 2013 pg..........122
10.47 Projected Sports Beverage Market Wholesale Dollar Sales by Segment 2003 – 2013 pg..........123
10.48 Projected Sports Beverage Market Dollar Share by Segment 2003 – 2013 pg..........124
10.49 Projected Sports Beverage Market Compound Annual Growth by Segment 2003 – 2013 pg..........125
10.50 Projected Sports Beverage Market Estimated Volume and Share by Distribution Channel 2003 – 2013 pg..........126
10.51 Projected Sports Beverage Market Compound Annual Growth by Distribution Channel 2008 – 2013 pg..........127