Beverage Industry logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Beverage Industry logo
  • NEWS
    • R&D News
    • Supplier News
  • PRODUCTS
    • New Products
    • Reader's Choice Poll
  • CATEGORIES
    • Alternative Drinks
    • Beer
    • Bottled Water
    • Cannabis Beverages
    • Carbonated Soft Drinks
    • Energy Drinks & Shots
    • Juice & Juice Drinks
    • Plant-Based Beverages
    • Sports Drinks
    • Tea and Coffee
    • Wine & Spirits
  • R&D
    • Beverage R&D Features
    • Ingredient Spotlight
  • PACKAGING
    • New Packages
    • Packaging Equipment
    • Packaging Material
  • OPERATIONS
    • Distribution
    • Plant Focus
  • TOP LISTS
    • Beer Market Report
    • Executive of the Year
    • State of the Beverage Industry
    • Top 100 Beverage Companies
    • Truck Report
    • Wholesaler of the Year
  • MEDIA
    • eBook
    • Podcast
    • Polls
    • Videos
    • Webinars
  • DIRECTORIES
    • Annual Manual
    • Contract Packaging Guide
    • Take a Tour
  • MORE
    • Classifieds
    • Channel Strategies
    • eNewsletters
    • Events
      • Membrane Technology Forum
    • Interactive Product Spotlights
    • Market Insights
    • Sponsor Insights
    • Store
    • White Papers
  • EMAG
    • eMagazine
    • Archived Issues
    • Advertise
  • SIGN UP!
Sports Drinks

2015 State of the Beverage Industry: Sports, protein drinks growing consumer base

Every day consumers using protein drinks as meal replacements

Muscle Milk
top sports drinks
Muscle Milk
top sports drinks
July 13, 2015

Although sports and protein drink companies primarily market to athletes and active consumers, the category’s consumer base is shifting. In fact, the number of high-volume sports drink users, or consumers who drink eight or more sports drinks a month, has been declining in recent years offset by more casual sports drink users joining the consumer ranks, according to Rockville, Md.-based Packaged Facts’ February 2015 report “Functional Foods: Key Trends by Product Categories and Benefits.”

Yet, approximately 34 percent of all surveyed consumers and nearly half of surveyed consumers aged 18-24 drink sports drinks when they are not working out, Mintel Food and Drink Analyst Beth Bloom told Beverage Industry in its May issue. “Such usage indicates the value of product positioning that moves beyond a sports focus and highlights attributes such as hydration and flavor,” she wrote in the Chicago-based market research firm’s January 2015 “Nutritional and Performance Drinks” report.

Packaged Facts reports that sports drink consumption is highest for Hispanic and black adults at 45 percent each, followed by 34 percent of white adults and 31 percent of Asian adults.

Protein drinks, which commonly have been associated with muscle recovery and bone health for athletes, now are being valued for their satiety benefits as non-athlete consumers opt for them as snacks or meal replacements, said Chris Schmidt, consumer health analyst at Chicago-based Euromonitor International, in Beverage Industry’s May issue. Consumers also are using these beverages and supplements to support other special diets, like vegetarian and vegan and even medical diets recommended after bariatric surgery, he notes.

In addition, protein drinks can target elderly consumers who can use the products to ward off conditions such as sarcopenia that can result in muscle loss and weakness, Natalie Tremellen, market analyst at Innova Market Insights, the Netherlands, told Beverage Industry.

As a result of these expanded consumption occasions and expanded consumer base, approximately 61 percent of U.S. adults consume sports drinks, supporting overall segment sales, Mintel’s Bloom wrote in a January report titled “Nutritional and Performance Drinks.” In line with this, the shelf-stable non-aseptic sports drink category grew nearly 4.9 percent in dollar sales for the 52 weeks ending May 17 in U.S. supermarkets, drug stores, mass merchandisers, gas and convenience stores, military commissaries, and select club and dollar retail chains, according to Chicago-based Information Resources Inc. (IRI). Gatorade, a brand of Purchase, N.Y.-based PepsiCo Inc., continues to lead the segment with its products claiming seven of the Top 10 spots on IRI’s shelf-stable non-aseptic sports drink list for the period. Its Gatorade Perform line topped the Top 10 list with more than $3.2 billion in sales, a 2.4 percent increase in sales in the timeframe. Atlanta-based The Coca-Cola Co.’s Powerade brand claimed the remaining three spots on the Top 10 list.

Similarly, Euromonitor reports that the ready-to-drink (RTD) protein drinks market grew by newly 24 percent in 2014 dollar sales compared with 2013 in its measured off-premise channels.

As sports and protein drinks bleed into other consumer groups, other beverage segments are taking the sports occasion field.

 In the RTD protein drinks segment, MusclePharm Corp., Newark, Ohio, launched CocoProtein, which features a blend of coconut water and protein. The cross-over beverage, which is available in Chocolate and Piña Colada varieties, provides vitamins, minerals and 20 grams of protein to build lean muscle, increase endurance, fuel recovery and keep the consumer hydrated, the company says. In addition, the gluten-, lactose- and dairy-free beverages contain more potassium than a banana, it says.  

KEYWORDS: hydration beverages protein drinks State of the Beverage Industry

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • top 100 beverage companies

    Top 100 Beverage Companies of 2024

    For the global beverage market, mergers and acquisitions...
    Beverage News
  • Chocolate, Strawberry, Vanilla shakes

    Classic flavors provide reliable, consistent results for beverage-makers

    Classic flavors of chocolate, vanilla and strawberry...
    Ingredient Spotlight
    By: Chloe Alverson
  • Free Spirits Instant Bar Bundle

    Lifestyle trends drive growth for non-alcohol category

    As lifestyle trends continue to drive growth for the...
    Alternative Drinks
    By: Lauren Sabetta
Manage My Account
  • eNewsletters
  • Online Registration
  • Subscription Customer Service
  • eMagazine Subscription
  • Manage My Preferences

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Beverage Industry audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Beverage Industry or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • Fourpeople toasting with cocktails made with low-sugar ingredients, celebrating healthier drink options.
    Sponsored byCargill

    What’s Hot in Sugar Reduction: Beverages

  • chocolate milk
    Sponsored byCargill

    Sweetening the Future for Dairy and Dairy-Alternative Beverages

  • woman pouring a drink
    Sponsored byFFP

    Building a Beverage System: Meeting Consumer Demand for Precision Wellness

Popular Stories

Celsius Fizz Free

CELSIUS launches new Fizz-Free flavors

PepsiCo.jpg

PepsiCo advances AI agenda

Narragansett Beer 1975 cans

Narragansett Beer celebrates 50 years of ‘Jaws’

Top 100 Beverage Companies of 2024

Events

April 16, 2025

2025 State of the Industry Series: Alcoholic Beverages

On Demand In Beverage Industry’s annual State of the Industry: The Alcohol Beverage Market, analysts at S&D Insights LLC delve into these trends and how they’re shaping the industry.

View All Submit An Event

Poll

Retail Coffee Segment

What retail coffee segments will fare well into the next year?
View Results Poll Archive

Products

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

See More Products

Related Articles

  • Coca-Cola

    Coca-Cola releases 2014-2015 sustainability report

    See More
  • PepsiCo Hello Goodness Vending Machines

    PepsiCo launches new vending initiative

    See More
  • Core Power Chocolate Everyday Awesome

    Core Power partners with Simone Biles

    See More

Related Products

See More Products
  • The-Soft-Drinks-Companion.gif

    The Soft Drinks Companion: A Technical Handbook for the Beverage Industry

  • bigfood.jpg

    Big Food: Critical perspectives on the global growth of the food and beverage industry

See More Products

Related Directories

  • The Drink Ink

    The Drink Ink is the premier supplier of beverage development and beverage manufacturing. The Drink Ink specializes in custom and private label beverages, energy drink manufacturing, beverage formulation, beverage development, beverage co packing and beverage production for energy drinks, supplements, sodas, carbonated beverages, relaxation drinks and other functional beverages.
×

Elevate your expertise in the beverage marketplace with unparalleled insights and connections.

Join thousands of beverage professionals today. Shouldn’t you know what they know?

JOIN NOW!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing