エナジー・スポーツドリンク：米国市場の動向・機会 (第2版)

エナジー・スポーツドリンクは、機能性ドリンク市場全体で最大の部門を構成し、2023年には機能性ドリンク全体の売上の半分以上を占めました。

エナジードリンクは、エネルギーの増加や認知機能や脳の活動の活性化など、機能的な利点を提供するとしています。エナジードリンクは、カフェインを代表とする刺激性成分を含み、精神的・肉体的エネルギーを提供します。炭酸ドリンクや甘味ドリンクがあり、タウリン、ガラナ、パナックス、L-カルニチン、高麗人参など、エネルギーや集中力を高める機能性成分が含まれています。

スポーツドリンクは、水分補給とスポーツパフォーマンスの向上のために消費されます。これらの製品には通常、電解質が含まれており、運動前、運動中、運動後に効率的に水分補給ができるように作られています。塩分やミネラル、糖分も含まれていることが多く、体内の自然な濃度を補うのに役立ちます。

米国のエナジー・スポーツドリンクの市場規模は、年平均6.4%のペースで拡大し、2027年には459億米ドルの規模に成長すると予測されています。エナジー・スポーツドリンクの売上は、2020年から2022年にかけて堅調な伸びを示しました。消費者の認知度向上と普及、平均を上回る食料品販売、新製品の導入が販売量を押し上げ、平均価格はインフレとプレミアム化により、上昇しました。

当レポートでは、米国のエナジー・スポーツドリンクの市場を調査し、消費者の人口統計、エナジー・スポーツドリンクに関する認識、生活・食事・健康などに関するトレンド、市場規模の推移・予測、消費者心理の分析などをまとめています。

目次

第1章 エグゼクティブサマリー

• 導入とイノベーションの最近の動向
• 主要な消費者動向
• パッケージングの動向
• 範囲

第2章 近年のトレンドの推移：パンデミックからインフレ時期まで

• ハイライト
• 2020年：食料品のオンラインショッピング・レストランでの注文方法
• 食料品のオンラインショッピングの活性化
• 間食と健康的な食事習慣
• 依然として残るCOVID-19の懸念
• パンデミック中の価格の上昇
• パンデミック中の食糧不足
• パンデミックによる個人への悪影響
• パンデミックによる仕事への影響
• 店内でのショッピングパターン

第3章 概要・市場動向

• ハイライト
• COVID-19：オンライン食料品市場のきっかけに
• 食品廃棄に関する懸念
• 食品不耐症と食物アレルギー：多くの消費者にとって懸念事項
• プラントベースおよびプラントフォワードのトレンド
• 消費者が求める栄養素・成分・望まれる健康上の利点

第4章 市場規模・予測

• ハイライト
• 範囲
• エナジー・スポーツドリンク
• 消費者向けドリンクの購入と使用

第5章 マーケティングの動向と機会

• ハイライト
• 機能性ドリンクにおける「スーパーフード」、「アダプトゲン」、「薬としての食品」の役割
• ヘンプとCBD
• 機能性キノコ
• 脳の健康、認知機能 (向知性薬) 、精神集中：エナジードリンクの一部に
• エネルギー&スポーツ：他の機能的利点とともに機能
• 一部の消費者は、免疫力、気分、エネルギー、または全体的な健康状態を高めるために、「浄化」・「デトックス」ダイエットまたは断続的な断食に取り組む
• 子供のいる家族向けのエナジー・スポーツドリンクのマーケティング：高齢消費者に興味を持ってもらう機会
• ゲーマーをターゲットにする機会
• 「BETTER-FOR-YOU」トレンド
• 新規参入者と注目すべき活動
• 消費者への直接 (DTC) マーケティング
• 実店舗での購入動向

第6章 消費者統計

• ハイライト
• スポーツ・エナジードリンクの購入
• 性別の動向
• 年齢層・世代別の動向
• 世帯収入に基づくパターン
• 地域の違い
• 都市部、郊外、地方の消費者
• 学歴
• 家庭における子供の存在
• 人種/民族
• 植物性食品優先の消費者
• オンライン食料品購買客 (食品デリバリー&ピックアップサービス)
• クリーンラベルダイエッター
• ゲーム利用者
• スポーツとフィットネス参加者

第7章 消費者の心理

• ハイライト
• 特別な食事制限または好み
• ストレス、不安、疲労、孤独、エネルギー、集中力のレベル
• 健康と栄養についての認識
• 食品・飲料の消費または買い物の選択への影響
• 持続可能性に関する意見

Energy and sports drinks account for the largest segment of the overall functional beverage market, representing over half of functional beverage sales in 2023.

Energy drinks purport to provide functional benefits including increased energy and boosts in cognitive function/brain activity. They contain stimulant ingredients, typically caffeine, and claim to provide mental and physical energy. Some of these beverages are carbonated or sweetened, and they tend to contain other functional ingredients such as taurine, guarana, panax, L-carnitine, and ginseng for energy and focus.

Sports drinks are used for enhanced hydration and sports performance. These products typically contain electrolytes, and they are made to hydrate efficiently before, during, or after exercising. They tend to contain salt, minerals, and sometimes sugar to help replenish the body's natural concentration of these substances.

Energy and sports drinks have a more mature market than many other functional beverages. Some of the top sports and energy drink brands (e.g., Gatorade, Powerade, Red Bull) have been marketed for decades, although there is still room for expansion in these product segments. Unlike other functional beverages, traditional versions of energy drinks and sports drinks may not have an especially healthy perception among consumers due to concerns about added sugar content, energy crashes, or lack of nutritional value.

Many newer introductions to the market go beyond traditional formulations and have better-for-you claims compared to standard energy and sports drink formulations to address the desire for products that are more healthy or have additional functional features.

The US sports and energy drink market is projected to expand at an average rate of 6.4% annually, reaching $45.9 billion in 2027. Sales of sports and energy drinks posted robust gains from 2020 to 2022. Volumes were buoyed by increased consumer awareness and adoption, faster than average grocery sales, and new product introductions, while average prices rose due to both inflation and premiumization.

Scope of the Report

This Packaged Facts report analyzes the dynamics of the current landscape of the sports and energy drink market. Consumer demographics, perceptions, motivations, and behavior pertaining to sports and energy drinks and attitudes on food, diet, health, and product packaging are taken into account. Effects of the COVID-19 pandemic on consumers are also analyzed in a broad sense, as well as in the context of buying/using sports and energy drinks.

Table of Content

CHAPTER 1: EXECUTIVE SUMMARY

• Recent Trends in Adoption and Innovation
• Key Consumer Trends
• Packaging Trends
• Scope

CHAPTER 2: RECENT HISTORICAL TRENDS FROM THE PANDEMIC TO THE INFLATION ERA

• HIGHLIGHTS
• FIRST TIME USE OF ONLINE GROCERY SHOPPING AND RESTAURANT ORDERING METHODS IN 2020
  • Table 2-1. Coronavirus Food Ordering Habits: "Because of the coronavirus, I have for the first time used..., 2020 (percent of consumers)
• BOOSTED ONLINE GROCERY SHOPPING ACTIVITY
  • Activity Spiked in 2020 during the Early Part of the Pandemic
    • Table 2-2. Coronavirus Food Purchase Habits: "Because of the coronavirus, I am...", 2020-2021(percent of consumers)
  • Many Consumers Continued Ordering More Groceries Online in 2021 and 2022
    • Figure 2-1. Grocery Ordering Habits Continue to Be Affected by the Pandemic, 2021-2022 (percent of consumers)
  • Frequency of Grocery Shopping in 2023: In-Person vs. Online
    • Figure 2-2. Frequency of Buying Groceries In-Person and Online, 2023
• SNACKING AND HEALTHY EATING HABITS
  • Trends from 2021-2022
    • Table 2-3. Coronavirus Eating Habits: "Because of the coronavirus, I am eating more...", 2021 (percent of consumers)
    • Figure 2-3. Coronavirus Habits in Snacking, Eating Frequency, and Eating "Comfort" Foods, 2021-2022(percent of consumers)
    • Figure 2-4. Coronavirus Habits in Eating Fresh Produce and Processed Foods, 2021-2022 (percent of consumers)
  • Changes to Snacking Habits in 2023
    • Table 2-4. Current Snacking Activity Compared to Pre-Pandemic Levels, 2023 (percent of consumers)
  • Preferred Types of Snacks
    • Table 2-5. Preferred Types of Snacks, 2023 (percent of consumers)
• CONCERNS ABOUT COVID-19 EXPOSURE HAVE REMAINED
  • Most Still Consider the Pandemic a Health Threat Personally or to Family/Friends
    • Table 2-6. Coronavirus Health Concerns: "I am concerned about the...", 2020-2023 (percent of consumers)
    • Figure 2-5. COVID-19 Statistics, March 2020-March 2023 (weekly trends in deaths and new hospital admissions)
  • Concerns about COVID-19 Variants
    • Figure 2-6. Concerns about the Delta/Omicron Variant and Future Variants of COVID-19, 2021-2023(percent of consumers)
  • Concerns about Future Potential Pandemic Outbreaks
    • Table 2-7. Future Potential Pandemic Outbreak Concerns, 2023 (percent of consumers)
• RISING PRICES DURING THE PANDEMIC
  • Table 2-8. Consumer Concerns about Rising Food Prices, 2021-2023 (percent of consumers)
  • The Vast Majority of Consumers Have Noticed the Rising Cost of Food, and Many Are Changing
  • Their Purchasing Decisions
    • Figure 2-7. Noticing the Rising Cost of Food and Beverages over the Past Year, 2023
    • Figure 2-8. Impact of Rising Costs on Food/Beverage Purchasing, 2023
  • Consumers Find Price More Important for Food and Beverage Purchase Decisions in 2023
    • Figure 2-9. Purchase Drivers for Food and Beverage Purchase Decisions, 2023
  • Cutting Back on Household Expenses
    • Table 2-9. Consumers Cutting Back on Household Expenses in the Last 12 Months, 2022 (percent of consumers)
    • Table 2-10. Types of Household Expenses Cut Back on in the Last 12 Months, 2022 (percent of consumers)
    • Table 2-11. Consumer Spending on "Extras", 2023 (percent of consumers)
• FOOD SHORTAGES DURING THE PANDEMIC
  • Concerns about Food Shortages
    • Table 2-12. Consumer Concerns about Food Shortages, 2021-2022 (percent of consumers)
  • Stockpiling of Food and Beverage Items
    • Table 2-13. Consumer Stockpiling of Food and Beverage Products, 2022 (percent of consumers)
• NEGATIVE PERSONAL EFFECTS OF THE PANDEMIC
  • Negative Effects Reported in 2020 and 2021
    • Table 2-14. Coronavirus Concerns: "The coronavirus has negatively affected my...", 2020-2021(percent of consumers)
  • Continuing Mental and Physical Health Effects 2022
    • Figure 2-10. Changes in Mental and Physical Symptoms during the Pandemic, 2022 (percent of consumers)
    • Figure 2-11. Current Feelings on Mental and Physical Symptoms Compared to "Normal" or Preferred Level, 2023 (percent of consumers)
  • Stress Levels and Impact on Food/Beverage Consumption
    • Figure 2-12. Stress Levels and Impact of Stress on Healthfulness of Food/Beverage Consumption,2023
    • Figure 2-13. Impact of Food Consumption on Mental or Emotional Well-Being, 2023
• PANDEMIC EFFECTS ON WORK
  • Changes to Work Patterns Have Continued in 2021 and 2022
    • Figure 2-14. Coronavirus Changes to Work Patterns, 2021-2022 (percent of consumers)
• IN-STORE SHOPPING PATTERNS
  • Figure 2-15. Changes to In-Store Shopping Activity Continue in the Vaccine Era, 2021-2022 (percent of consumers)

CHAPTER 3: OVERVIEW AND MARKET TRENDS

• HIGHLIGHTS
• THE COVID-19 PANDEMIC WAS THE JUMPSTART THE ONLINE GROCERY MARKET NEEDED
  • Impact on the Beverage Market
• CONCERNS ABOUT FOOD WASTE
  • Most Consumers Are Concerned about Food Waste
    • Figure 3-1. Levels of Concerns about Food Waste and Reasons for Concern, 2022
    • Table 3-1. Levels of Concern about the Environment and Sources of Food Waste, 2022 (percent of consumers)
  • How Consumers Reduce Food Waste
    • Figure 3-2. Actions Taken to Reduce Food Waste, 2022
  • Opportunities for Energy and Sports Drinks
    • Figure 3-3. Marketing Video for New Food Waste Product
• FOOD INTOLERANCES AND FOOD ALLERGIES ARE A CONCERN TO MANY CONSUMERS
  • Figure 3-4 Ingredients and Allergen Content in a Functional Beverage
  • Prevalence
    • Figure 3-5. Prevalence of Food Allergies, Gluten Intolerance, and Lactose Intolerance, 2023 (percent of consumers)
    • Figure 3-6. Prevalence of Food Allergies and Intolerances/Sensitivities, 2022 (percent of consumers)
  • Rising Rates of Reported Food Allergies and Lactose Intolerance over Time
    • Table 3-2. Food Allergies and Lactose Intolerance, 2018-2023 (percent of consumers)
  • Purchases of Foods with Allergy-Friendly Labels
    • Figure 3-7. Seeking Allergy Friendly Food Labels, 2022
  • Many Consumers Purchase Allergy-Friendly Foods for Reasons Other Than an Allergy or Intolerance
    • Figure 3-8. Reasons for Choosing Allergy Friendly Food Labels, 2022
• PLANT-BASED AND PLANT-FORWARD TRENDS
  • Definitions
  • Vegan
  • Vegetarian
  • Pescatarian
  • Flexitarian
  • Omnivore
  • Plant-Based Dairy Products
  • Plant-Based Eating and Sustainability Are Buzzwords Important to the General Public
    • Figure 3-9. Magazine Covers Reflect the Issues of Importance to General Consumers
  • More Than One-Fourth of Consumers Claim to Primarily Follow a Flexitarian Diet in 2023
    • Figure 3-10. Diets/Eating Philosophies Primarily Followed by Consumers, 2023 (percent of consumers)
• NUTRIENTS, INGREDIENTS, AND DESIRED HEALTH BENEFITS SOUGHT BY CONSUMERS
  • Functional Health Benefits
    • Figure 3-11. Functional Benefits Sought from Food/Beverages/Nutrients, 2023
  • Consumers Continue to Seek Out Nutrient Sources in Foods and Beverages
    • Figure 3-12. Nutrients Consumers Seek to Consume, 2023
    • Table 3-3. Preferences for Functional Food and Beverage Ingredients, 2022 (percent of consumers)
    • Table 3-4. Looking for/Preferring or Never Hearing of Functional Food and Beverage Ingredients,2021-2022 (percent of consumers)
  • Sources Used to Consume Nutrients
    • Figure 3-13. Sources Consumers Use to Consume Nutrients, 2023
  • Perceptions of Caffeine and Knowledge of Amount Consumed
    • Figure 3-14. Knowledge of the Amount of Caffeine and the Effects of Naturally Occurring versus Added Caffeine, 2023
  • Avoiding or Limiting Sugar Intake
    • Figure 3-15. Avoiding or Limiting Sugars, 2023
  • Reasons for Avoiding or Limiting Sugar Intake
    • Figure 3-16. Reasons for Avoiding or Limiting Sugars, 2023
  • Sugar Continues to Be Preferred Over Low/No-Calorie Sweeteners
    • Figure 3-17. Preferences for Sweeteners, 2023
    • Table 3-5. Preferences for Sweetener Types, 2022 (percent of consumers)
  • Many Sweeteners Are Considered Unsafe by Consumers
    • Figure 3-18. Consumer Beliefs on Safety of Ingredients, 2023
  • Avoiding or Limiting Sodium
    • Figure 3-19. Actions Taken to Limit/Avoid Sodium, 2023
  • Information Consumers Seek Out on Nutrition Facts Labels
    • Figure 3-20. Information Consumers Seek Out on Nutrition Facts Labels, 2022

CHAPTER 4: MARKET SIZE AND FORECAST

• HIGHLIGHTS
• SCOPE
• ENERGY AND SPORTS DRINK SALES
  • Historical Trends by Product Form
    • Table 4-1. Energy and Sports Drinks Retail Sales by Product Form, 2017-2022 (million dollars)
    • Table 4-2. Energy and Sports Drinks Retail Dollar and Volume Sales, 2019-2020, 2020-2021, 2021-2022 (percent change)
  • Forecast by Product Form
    • Table 4-3. Energy and Sports Drinks Retail Sales by Product Form, 2022, 2023E, 2024P-2027P (million dollars)
  • 2023 Sales by Single- vs. Multi-Serve Packaging
    • Figure 4-1. Energy and Sports Drinks Retail Sales by Single- vs. Multi-Serve Packaging, 2023E (percent) .. 107
• CONSUMER BEVERAGE PURCHASES AND USE
  • Purchases of Sports and Energy Drinks
    • Table 4-4. Consumer Purchases of Sports and Energy Drinks, 2023 (percent of consumers)
  • Frequency and Source of RTD Beverage Purchases
    • Table 4-5. Frequency and Source of Ready-to drink Packaged Beverage Purchases in the Last 12 Months, 2023 (percent of consumers)
  • Packaging of Purchased Sports and Energy Drinks
    • Table 4-6. Forms of Beverage Packaging Purchased by Type of Beverage, 2023 (percent of consumers purchasing each beverage type)
  • Sports and Energy Drink Brands Used
    • Table 4-7. Consumer Use of Sports and Energy Drink Brands in the Last 6 Months, 2023 (percent of consumers)

CHAPTER 5: MARKETING TRENDS AND OPPORTUNITIES

• HIGHLIGHTS
• THE ROLE OF "SUPERFOODS", "ADAPTOGENS", AND "FOOD AS MEDICINE" IN FUNCTIONAL BEVERAGES
  • Figure 5-1. Juice Beverage Marketed with Superfood Claims Indicates Energy and Sports Benefits
• HEMP AND CBD
  • Figure 5-2. Hemp and CBD Drink Mixes Provide Focus and Energy with Various Additional Benefits
• FUNCTIONAL MUSHROOMS
  • Figure 5-3. Energy Drinks with Functional Mushrooms for Lasting Vitality
  • Figure 5-4. Mushroom Coffee Has Less Caffeine than Standard Coffee and Is Marketed for Enhanced
  • Energy
• BRAIN HEALTH, COGNITIVE FUNCTION (NOOTROPICS), AND MENTAL FOCUS INCREASINGLY A PART OF ENERGY DRINKS
  • Figure 5-5. Cacao Mix Marketed to Improve Mental Focus and Boost Energy in the Body
  • Figure 5-6. Brain Boosting Ingredients in RTD Format
  • Figure 5-7. Different Formulas Provide Various Brain Health Claims Such as Improved Memory and Boosted Output
  • Figure 5-8. Energy Drinks Formulated for Cognition Boosting Benefits Including Focus, Memory, Mental Clarity, and Mood
• ENERGY AND SPORTS FUNCTIONS WITH OTHER FUNCTIONAL BENEFITS
  • Figure 5-9. Energy Drink with Mood Boosting, Immunity, and Metabolism Claims
  • Figure 5-10. Sports Drink with Immunity Claims Marketed for Travel, Wellness, and Vitality
  • Figure 5-11. Energy Drink with Added Ingredients for Gut Health Claims
  • Figure 5-12. Energy Drink with Muscle Building, Metabolism, and Health (Bone, Joint, Hair, Nail, Skin) Claims
  • Figure 5-13. Sports Drink Mix with Added Caffeine for an Energy Boost during a Workout
  • Figure 5-14. Meal Replacement/Weight Management Drinks with Caffeine for an Energy Boost
• SOME CONSUMERS ENGAGE IN "CLEANSE" AND "DETOX" DIETS OR INTERMITTENT FASTING TO BOOST IMMUNITY, MOOD, ENERGY, OR OVERALL HEALTH
  • Figure 5-15. Juice Cleanse Marketed for Weight Loss and Energy Boost
  • Figure 5-16. Detox Tea Blend Marketed for Increased Energy, Weight Loss, and Immunity
• OPPORTUNITIES TO INTEREST OLDER CONSUMERS IN ENERGY AND SPORTS BEVERAGES MARKETING TO FAMILIES WITH CHILDREN
  • Beverages for Kids
    • Figure 5-17. Electrolyte Water Marketed for Kids Age 5 and Up for Hydration during Illness
    • Figure 5-18. Kids Vitamin-Packed Beverages for Enhanced Hydration without Sugar
    • Figure 5-19. Kids Vitamin-Packed Beverages for Enhanced Hydration without Sugar
  • Beverages for Parents
• OPPORTUNITIES TO TARGET GAMERS
  • Figure 5-20. Organic Caffeine Ingredient Developed with Gamers in Mind
• "BETTER-FOR-YOU" TRENDS
  • Clean Label
    • Figure 5-21. Energy Tea Promotes "Super Clean Ingredients" without Any Synthetic Caffeine
    • Figure 5-22. Clean Label Sports Drink "100% Naturally Sourced" with Zero Artificial Flavors, Sweeteners, or Dyes
  • Unrefined Sugar
    • Figure 5-23. Energy Drink Using Cane Sugar to Bolster Image of Premium Ingredients
  • Sugar-Free/No Sugar Added Products and Alternative Sweeteners
    • Figure 5-24. Zero Calorie, Zero Sugar Energy Drinks Help Consumers Power Up with Clean Energy
  • Minus the Sugar
    • Figure 5-25. Sports Drink Mix With Zero Sugar
  • Low-Carb/High Protein, Keto, and Paleo Diets
    • Figure 5-26. Keto Sports/Energy Drink Features Multiple Functional Benefits
  • Natural, Plant-Based Caffeine
    • Figure 5-27. Energy Drink Mix Marketed as "Jitter-Free" Due to Plant-Based Caffeine
    • Figure 5-28. Sparkling Water Energy Drinks Help You Recharge with "Plant-Based Energy" Via Natural
  • Caffeine
  • Organic and Non-GMO Products
    • Figure 5-29. Organic Sports Drinks Promise "Zero B.S. Just Benefits"
• NEWER ENTRANTS AND NOTABLE ACTIVITY
  • Figure 5-30. Examples of Energy and Sports Drinks with Greater Functionality
• DIRECT-TO CONSUMER (DTC) MARKETING
  • New Companies and Products with Niche Appeal May Choose DTC Channels
    • Figure 5-31. Functional Beverages to "Unlock Your Best Brain" Mostly Sold Via E-Commerce
  • Subscriptions Save Consumers Money and Boost Sales
    • Figure 5-32. Functional Beverages Provide a Discount with a Subscription Delivery
• IN-STORE PURCHASING TRENDS
  • Stores Used for Fulfillment of Online Orders
    • Figure 5-33. Target Online Order Pickup Is One Option That Increases Store Traffic after an Online Order
  • Retail Stores Rely More On Impulse Purchases
    • Figure 5-34. Energy and Sports Drinks in a Checkout-Area Cooler
  • Wider Selection at Bigger Format Stores
    • Figure 5-35. Wide Selection of Energy Drinks in a Grocery Store Aisle
  • In-Store Product Samples and Promotions to Increase Awareness and Interest
    • Figure 5-36. Sports Drink Product Samples Promote Brand Awareness and Allow Consumers to Try
  • Different Flavors
    • Figure 5-37. Retail-Ready Packaging Further Promotes Sports Drinks Available to Sample
  • Private Label Products Are a Driver of Store Traffic and Retailer Loyalty
    • Figure 5-38. Private Label Energy Shots Advertised for Sale in Stores and Online

CHAPTER 6: CONSUMER DEMOGRAPHICS

• HIGHLIGHTS
• PURCHASES OF SPORTS AND ENERGY DRINKS
  • Table 6-1. Consumer Purchases of Sports and Energy Drinks, 2023 (percent of consumers)
  • Table 6-2. Consumer Use of Sports and Energy Drinks in the Last 6 Months, 2023 (percent of consumers)
• TRENDS BY GENDER
  • Table 6-3. Sports and Energy Drink Purchases by Gender, 2023 (percent of consumers)
  • Table 6-4. Consumer Use of Sports and Energy Drinks in the Last 6 Months by Gender, 2023 (percent of consumers)
• TRENDS BY AGE BRACKET AND GENERATION
  • Table 6-5. Sports and Energy Drink Purchases by Age Bracket, 2023 (percent of consumers)
  • Table 6-6. Consumer Use of Sports and Energy Drinks in the Last 6 Months by Age Bracket, 2023 (percent of consumers)
  • Table 6-7. Consumer Use of Sports and Energy Drinks in the Last 6 Months by Generation, 2023 (percent of consumers)
• PATTERNS BASED ON HOUSEHOLD INCOME
  • Table 6-8. Sports and Energy Drink Purchases by Household Income Bracket, 2023 (percent of consumers)
  • Table 6-9. Consumer Use of Sports and Energy Drinks in the Last 6 Months by Household Income Bracket, 2023 (percent of consumers)
• REGIONAL DIFFERENCES
  • Table 6-10. Sports and Energy Drink Purchases by US Region, 2023 (percent of consumers)
• URBAN, SUBURBAN, AND RURAL CONSUMERS
  • Table 6-11. Sports and Energy Drink Purchases by Urban, Suburban, or Rural Living, 2023 (percent of consumers)
• EDUCATIONAL ATTAINMENT
  • Table 6-12. Sports and Energy Drink Purchases by Educational Attainment, 2023 (percent of consumers)
• PRESENCE OF CHILDREN IN THE HOUSEHOLD
  • Table 6-13. Sports and Energy Drink Purchases by Presence of Children in HH, 2023 (percent of consumers)
• RACE/ETHNICITY
  • Table 6-14. Sports and Energy Drink Purchases by Race/Ethnicity, 2023 (percent of consumers)
• PLANT-FORWARD CONSUMERS
  • Table 6-15. Sports and Energy Drink Purchases by Primary Diet/Eating Philosophy, 2023 (percent of consumers)
• ONLINE GROCERY SHOPPERS (FOOD DELIVERY AND PICKUP SERVICES)
  • Table 6-16. Sports and Energy Drink Purchases by Shopping Online for Groceries in the Last 30 Days, 2023 (percent of consumers)
• CLEAN LABEL DIETERS
  • Table 6-17. Sports and Energy Drink Purchases by Adherence to a Clean Label Diet, 2023 (percent ofconsumers)
• GAMERS
  • Online Gaming Service Activity
    • Table 6-18. Sports and Energy Drink Use in the Last 6 Months by Online Gaming Service Activity, 2023 (percent of consumers)
  • PC/Computer Game and Video/Electronic Game Activity
    • Table 6-19. Sports and Energy Drink Use in the Last 6 Months by PC/Computer Game and Video/Electronic Game Participation in the Last 12 Months, 2023 (percent of consumers)
  • Esports Activity
    • Table 6-20. Sports and Energy Drink Use in the Last 6 Months by Esports Activity, 2023 (percent of consumers)
• SPORTS AND FITNESS PARTICIPANTS
  • Fitness Club/Gym Membership and Location of Regular Exercise Program
    • Table 6-21. Sports and Energy Drink Use in the Last 6 Months by Fitness Club/Gym Membership and
  • Location of Regular Exercise Program, 2023 (percent of consumers)
  • Frequency of Exercise Activity and Use of Fitness Equipment/Aids
    • Table 6-22. Sports and Energy Drink Use in the Last 6 Months by Frequency of Exercise Activity and Use of Fitness Equipment/Aids, 2023 (percent of consumers)
  • Sports Association Membership and Frequency of Sports/Recreational Activity
    • Table 6-23. Sports and Energy Drink Use in the Last 6 Months by Sports Association Membership and Frequency of Sports/Recreational Activity, 2023 (percent of consumers)
  • Level of Sports Enthusiasm and Participation in Fantasy Sports Leagues
    • Table 6-24. Sports and Energy Drink Use in the Last 6 Months by Level of Sports Enthusiasm and Participation in Fantasy Sports League, 2023 (percent of consumers)

CHAPTER 7: CONSUMER PSYCHOGRAPHICS

• HIGHLIGHTS
• SPECIAL EATING RESTRICTIONS OR PREFERENCES
  • Table 7-1. Extent to Which Consumers Report Following a Special Diet, 2023 (percent of consumers)
  • Table 7-2. Special Diets Followed by Consumers, 2023 (percent of consumers)
• LEVELS OF STRESS, ANXIETY, TIREDNESS, LONELINESS, ENERGY, AND FOCUS
  • Table 7-3. "Please rate how you currently feel in these areas (stress, tiredness, anxiety, loneliness), compared to your "normal" or preferred level", 2023 (percent of respondents who reported feeling more of these characteristics)
  • Table 7-4. "Please rate how you currently feel in these areas (stress, tiredness, anxiety, loneliness),compared to your "normal" or preferred level", 2023 (percent of respondents who reported feeling lower levels of these characteristics)
• PERCEPTIONS ABOUT HEALTH AND NUTRITION
  • Concerns About Health Can Be Addressed by Functional Beverages, Including Sports and Energy Drinks
    • Table 7-5. Health Concerns That Can Be Addressed by Functional Beverages, 2023 (percent of consumers)
  • Nutrition and Healthy Foods
    • Table 7-6. Opinions about Healthy Foods and Nutrition, 2023 (percent of consumers who agree)
  • Vitamins/Supplements and Alternative Medicine
    • Table 7-7. Opinions about Alternative Medicine and Vitamins/Supplements, 2023 (percent of consumers who agree)
    • Table 7-8. Taking Vitamins or Supplements, 2022 (percent of consumers)
    • Table 7-9. Reasons for Taking Vitamins or Supplements, 2022 (percent of consumers who take vitamins or supplements at least occasionally)
  • Opinions on Sweeteners, Calories, and Sugar Content
    • Table 7-10. Consumer Opinions on Sweeteners, Calories, and Sugar Content by Gender and Age Bracket, 2022 (percent of consumers who strongly agree)
• INFLUENCES ON FOOD/BEVERAGE CONSUMPTION OR SHOPPING CHOICES
  • Figure 7-1. Influences on Consumer Food/Beverage Consumption or Shopping Choices, 2023 (percent of consumers)
• OPINIONS ON SUSTAINABILITY
  • Figure 7-2. Consumer Opinions on Sustainability, 2023 (percent of consumers)