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米国のスポーツ栄養食品市場:スポーツドリンクと栄養バー

Sports Nutritionals Market in the U.S.: Sports Drinks and Nutrition Bars

発行 Packaged Facts 商品コード 274863
出版日 ページ情報 英文 132 Pages
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米国のスポーツ栄養食品市場:スポーツドリンクと栄養バー Sports Nutritionals Market in the U.S.: Sports Drinks and Nutrition Bars
出版日: 2013年06月28日 ページ情報: 英文 132 Pages
概要

近年、米国のスポーツ栄養食品市場は、7,700万人のスポーツドリンク利用者、2,800万人の栄養バー利用者に後押しされ、堅調に成長してきております。

当レポートでは、米国のスポーツ栄養食品市場について調査を行い、市場概要、市場の課題および機会、消費者動向、競合動向などについて考察してまとめ、概略下記の構成で取り上げております。

第1章 エグゼクティブサマリー

  • 市場の定義

第2章 考察と機会

  • 主な考察
    • 成長を続けるスポーツ栄養食品市場
    • 顧客動向:2010年〜2012年
    • 個人のフィットネス活動やアウトドア活動への参加の増加
    • チームスポーツへの参加より高い増加率
    • 利便性とカスタマイズ化の動向
    • 本格的なアスリートとスポーツ愛好者の間でのバランスを模索するスポーツ栄養食品市場
    • スポーツドリンクと栄養バー市場の境界があいまいに
  • 市場機会
    • 個人のフィットネスマニアがスポーツ栄養食品市場の機会を創出
    • 高齢化は課題でもあり機会でもある
    • 女性は重要なターゲット
    • 今のところ若年の男性が成功の鍵
    • 若いコンビニ利用者がスポーツドリンクのマーケッターにとって重要
    • スポーツ栄養食品市場には新しいメディアが効果的
    • スポーツドリンクと栄養バー
    • 従来のメディアも重要
    • スポーツドリンクと栄養バー
    • 栄養バー利用者には環境に配慮したマーケティングが有効
    • スポーツドリンクと栄養バー
  • 第3章 スポーツドリンク
  • 概要
  • 過去の売上動向
  • 市場成長予測
  • 競合企業
  • マーケティングと新製品の動向
  • 消費者動向

第4章 栄養バー

  • 概要
  • 過去の売上動向
  • 市場成長予測
  • 競合企業
  • マーケティングと新製品の動向
目次
Product Code: LA5069612

Abstract

Driven by 77 million users of sports drinks and powered by 28 million consumers of nutrition bars, the sports nutritional market has experienced encouraging growth in recent years. This new Packaged Facts report identifies trends influencing the sports nutritional market, highlights key market opportunities and drills down into the factors affecting the growth of the retail sales of nutrition bars and sports drinks through 2017. It also analyzes the competitive positions of key players in the market and highlights marketing and new product trends.

The report uncovers a number of developments creating both challenges and opportunities for marketers. For example, the report pinpoints the vast demographic and attitudinal differences between those who are high-volume users of sports drinks and those who eat relatively large quantities of nutrition bars. Women dominate the market for nutrition bars. Only 45% of those eating at least one nutrition bar in the last 30 days are men, while 55% are women. Female consumers of nutrition bars outnumber their male counterparts 15.2 million to 12.4 million and offer a major opportunity for nutrition bars as well as other sports nutritionals geared especially for women.

In sharp contrast, men account for 64% of high-volume users of sports drink, and young men are most likely to use sports drinks. Yet, marketers need to face the fact that the population of males under the age of 25, their most prized marketing target, will decline over the next decade as the aging of America begins to accelerate.

The report also shows how consumers pursuing individual sports and fitness activities, rather than team sport players, are the key to success in the retail sports nutritional market. When it comes to targeting consumers of large quantities of sports nutritional products, 6.3 million fitness walkers comprise the single largest and most attractive market segment. Those taking yoga classes (1.3 million) as well as those pursuing outdoor activities such as mountain biking (1.5 million) and camping and backpacking (1.2 million each) are more numerous than soccer, football, softball, baseball or volleyball players.

Market Definition

The market for sports nutritionals includes sports drinks and nutrition bars as well as product categories such as protein and weight gain powders, and pre- and post-workout supplements and energy gels. This Packaged Facts report focuses on the market for sports drinks and nutrition bars.

The report defines the market for sports drinks and nutrition bars on the basis of product segments provided by SymphonyIRI InfoScan Reviews, which tracks sales through U.S. supermarkets and grocery stores, drugstores, and mass merchandisers (including Target and Kmart but excluding Walmart) with annual sales of $2 million or more.

The nutrition bar category includes bars that may also be referred to as energy bars, diet bars and sports bars. SymphonyIRI tracks nutrition bars in the category called "nutritional/intrinsic health value" bars.

Methodology

The first source of primary data used in this report is SymphonyIRI InfoScan Reviews as described above. The second is the Fall 2012 Simmons National Consumer Study (NCS), which was fielded between October 2011 and November 2012. Simmons National Consumer Survey (NCS) covers nutrition bars in the category called "energy/diet snacks/bars." For the sake of clarity and consistency, the tables in this report using Simmons NCS data refer to "nutrition bars."

The report is also based upon data collected from a wide range of industry sources, including company websites, trade publications, business newspapers and magazines; consumer blogs; and annual reports, 10Ks and other releases from public companies.

Table of Contents

Chapter 1 Executive Summary

Market Definition

Methodology

Market Overview

  • Sports Drinks
  • Table 1-1: U.S. Retail Sales of Sports Drinks, 2007-2012
  • Table 1-2: Projected U.S. Retail Sales of Sports Drinks, 2012-2017
  • Nutrition Bars
  • Table 1-3: U.S. Retail Sales of Nutrition Bars, 2007-2012
  • Table 1-4: Projected U.S. Retail Sales of Nutrition Bars, 2012-2017

Insights and Opportunities

  • Sports Nutritional Marketers Seek Balance between Extreme Athletes and
  • Recreational Users
  • Consumers of Sports Drinks and Nutrition Bars Live in Two Different Worlds
  • Individual Fitness Buffs Generate Sports Nutrition Market Opportunities
  • Aging of America Will Create Challenges-and Opportunities-for Sports
  • Nutritional Marketers
  • Women Important Target for Sports Nutritional Marketers
  • Younger Men Remain Key to Succeeding in Sports Drink Market

Sports Drink Market Trends

  • Sports Drink Market Dominated by PepsiCo's Gatorade and Coca-Cola's
  • Powerade
  • Powerade Shows More Consistent Growth than Gatorade
  • New Water Enhancers Poach on Sports Drink Mix Category
  • "Natural" Ingredients Highlighted in Many New Products
  • Sports Drinks Appeal Most to Team Sports Participants, but Fitness Activities
  • and Individual Sports Have Highest Numbers of Sports Drinks Users
  • Men More Likely to Use Sports Drinks but Women Still Matter in Sports Drink
  • Market
  • Sports Drinks Appeal to Multicultural Consumers

Nutrition Bar Market Trends

  • Clif Bar & Co. Leads the Pack
  • Clif Bar Succeeds with Socially Conscious Strategy
  • NBTY Boosts Market Share with Purchase of Balance Bar
  • Fiber One Top Seller among New Products
  • Nutrition Bars Appeal to Fitness Buffs
  • Dieting Part of Nutrition Bar Culture
  • Women More Likely to Eat Nutrition Bars
  • 25- to 44-Year-Olds a Demographic Sweet Spot for Marketers of Nutrition Bars

Chapter 2 Insights and Opportunities

Topline Insights

  • Sports Nutritional Market Continues Upswing
  • Table 2-1: Dollar Sales of Sports Nutrition Products by GNC and Vitamin
  • Shoppe, 2010-2012
  • Participation in Individual Fitness Activities and Outdoor Activities Grows
  • Faster than Team Sports Involvement
  • Table 2-2: Trends in Participation in Physical Fitness Programs and Sports, 2007 vs. 2012
  • Convenience and Customization Trend Upward in Sports Nutritional Market
  • Sports Nutritional Marketers Seek Balance between Extreme Athletes and Recreational Users
  • Table 2-3: Primary Marketing Focus of Leading Sports Nutritional Marketers
  • Boundaries of Sports Drink Market Blur Consumers of Sports Drinks and Nutrition Bars Live in Two Different Worlds
  • Table 2-4: Demographic Profile, Consumers of Five or More Sports Drinks vs. Consumers of Three or More Nutrition Bars in Last 30 Days

Market Opportunities

  • Individual Fitness Buffs Generate Sports Nutritional Market Opportunities
  • Table 2-5: Number of Consumers Using 5+ Sports Drinks and 3+ Nutrition Bars and 7+ Cans Nutritional Supplements in Last 30 Days by Type of Sport/Fitness Activity
  • Table 2-6: Demographic Profile of Consumers Using 5+ Sports Drinks and 3+ Nutrition Bars and 7+ Cans Nutritional Supplements in Last 30 Days
  • Aging of America Will Create Challenges-and Opportunities-for Sports Nutritional Marketers
  • Table 2-7: Projected Changes in U.S. Population by Age Group, 2011 vs. 2020
  • Women Important Target for Sports Nutritional Marketers
  • For Now, Younger Men Still Key to Succeeding in Sports Drink Market
  • Table 2-8: 18- to 34-Year-Old Men as Percent of Those Using Five or More Sports Drinks in Last 30 Days by Race and Hispanic Origin
  • Table 2-9: 18- to 49-Year-Old Men as Percent of Those Using Five or More Sports Drinks in Last 30 Days by Race and Hispanic Origin
  • Young C-Store Habitués Especially Important to Sports Drink Marketers
  • Table 2-10: Convenience Store Shopping by Users of Sports Drinks
  • Table 2-11: Demographic Profile of Consumers Using Five or More Sports Drinks and Making 10 or More Convenience Store Visits in Last 30 Days
  • New Media Effective in Sports Nutritional Market
  • Table 2-12: Involvement in Social Media by High-Volume Consumers of
  • Sports Drinks and Nutrition Bars
  • Figure 2-1: Percent of High-Volume Users of Sports Drinks and Nutrition Bars Agreeing "I Am Likely to Purchase Products I See Advertised on My Cellphone"
  • Traditional Media Remain Important
  • Table 2-13: Attitudes toward Magazines of High-Volume Consumers of
  • Sports Drinks and Nutrition Bars
  • Environmentally-Conscious Marketing Appeals More to Nutrition Bar Users
  • Table 2-14: Attitudes toward the Environment of High-Volume Consumers of
  • Sports Drinks and Nutrition Bars

Chapter 3 Sports Drinks

Overview

  • Sports Drinks Have Fabled History
  • Traditional Sports Drinks Morph into Something Else

Historical Sales Trends

  • More than 76 Million Consumers Actively Use Sports Drinks
  • Table 3-1: Number of Consumers Using Sports Drinks in Last 30 Days by Number of Drinks
  • Volume Consumption of Sports Drinks Tepid Over Past Five Years as Casual Use Increases
  • Table 3-2: Number of Sports Drinks Used in Last 30 Days, 2007 vs. 2012
  • Market for Sports Drinks on the Rebound
  • Table 3-3: U.S. Retail Sales of Sports Drinks, 2007-2012
  • Non-Aseptic Sports Drinks Dominate
  • Figure 3-1: Sports Drink Market by Type of Sports Drink
  • Convenience Stores Key Channel in Sports Drink Market
  • Figure 3-2: Share of U.S. Retail Sales of Sports Drinks by Retail Channel, 2012
  • Mass-Market Sales Show Modest Year-over-Year Uptick
  • Table 3-4: IRI-Tracked Dollar Sales of Sports Drinks by Leading Marketers and Brands by Type of Sports Drink, 52 Weeks Ending April 21, 2013
  • Table 3-5: IRI-Tracked Sales of Sports Drinks by Volume Growth by Type of Sports Drink, 52 Weeks Ending April 21, 2013

Projected Market Growth

  • Health and Fitness Craze Will Benefit Sports Drink Marketers
  • Table 3-6: Number of Adults Agreeing "I Make Sure I Exercise Regularly," 2007 vs. 2012
  • Table 3-7: Number of Adults Participating in Physical Fitness Programs by Number of Times per Week, 2007 vs. 2012
  • Innovation and Competition Will Continue to Spark Growth in Sports Drink Market
  • Dip in Youth Population Will Affect Sports Drink Market
  • Table 3-8: Projected Changes in U.S. Population by Age Group, 2011 vs.2015
  • Table 3-9: Projected Changes in U.S. Population by Age Group, 2015-2020 .. 45
  • Figure 3-3: Projected Population of 14- to 24-Year-Old Males, 2011-2025
  • Drop in Popularity of Team Sports Will Have Impact
  • Health Concerns Raise Obstacles
  • New Government Regulations Will Limit In-School Sales of Many Sports Drinks
  • Sports Drink Market Will Experience Moderate Growth through 2017
  • Table 3-10: Projected U.S. Retail Sales of Sports Drinks, 2012-2017

The Competitors

  • Beverage Behemoths Contest Sports Drinks Market
  • Sports Drink Market Dominated by PepsiCo's Gatorade and Coca-Cola's Powerade
  • Figure 3-4: Marketers with Largest Shares of IRI-Tracked Dollar Sales of Sports Drinks, 52 Weeks Ending April 21, 2013
  • Table 3-11: IRI-Tracked Dollar Sales of Sports Drinks by Leading Marketers and Brands by Type of Sports Drink, 52 Weeks Ending April 21, 2013
  • PepsiCo Stays the Course with Revised Gatorade Strategy
  • Powerade Shows More Consistent Growth than Gatorade
  • Figure 3-5: Percent Annual Increase of Unit Case Volume of Powerade, 2010-2012
  • Brands of Market Leaders Show Mixed Results in Mass Market
  • Table 3-12: IRI-Tracked Dollar Sales of Sports Drinks by Leading Marketers and Brands, 52 Weeks Ending April 21, 2013
  • Gatorade Stumbles with "G Series Fit" Product Line
  • Gatorade Has More Appeal to Affluent Consumers
  • Table 3-13: Demographic Profile of Gatorade and Powerade Users
  • Growth in Dollar Sales of Private Label Sports Drinks Beats the Average
  • Table 3-14: IRI-Tracked Dollar Sales of Sports Drinks by Private Labels, 52
  • Weeks Ending April 21, 2013
  • From Pickle Juice to Coconut Water: Other Products Chip Away at
  • Traditional Sports Drinks
  • Protein-Enhanced Drinks Muscle In on Sports Drink Market
  • BODYARMOR Makes an Impact

Marketing and New Product Trends

  • Powerade Uses "Nameonics" to "Power Through" 2012 Olympics and Beyond
  • Gatorade Returns to Its (Grass) roots in 2013
  • New Water Enhancers Poach on Sports Drink Mix Category
  • Table 3-15: IRI-Tracked Dollar Sales of Sports Drink Mixes by Leading Marketers and Brands, 52 Weeks Ending April 21, 2013
  • CytoSport Ties in with Major League Baseball
  • Kill Cliff Recovery Drink Targets Only the Fittest, Others Focus on the Average Joe
  • GNC Launches New Line of Branded Drinks
  • "Natural" Ingredients Highlighted in Many New Products

Consumer Trends

  • Sports Drinks Appeal Most to Team Sports Participants
  • Table 3-16: Percent of Sports/Physical Fitness Program Participants Using
  • at Least One Sports Drink in Last 30 Days by Type of Sport
  • Team Athletes Also Most Likely to Use High Volumes of Sports Drinks
  • Table 3-17: Percent of Sports/Physical Fitness Program Participants Using
  • Five or More Sports Drinks in Last 30 Days by Type of Activity
  • Fitness Activities and Individual Sports Have Highest Numbers of Sports Drink Users
  • Table 3-18: Number of Sports/Physical Fitness Program Participants Using at Least One Sports Drink in Last 30 Days by Type of Activity
  • Table 3-19: Number and Percent of Sports/Physical Fitness Participants
  • Using Five or More Sports Drinks in Last 30 Days by Type of Activity
  • Men More Likely to Use Sports Drinks but Women Still Matter in Sports Drink Market
  • Table 3-20: Number of Adults Using at Least One Sports Drink in Last 30 Days by Gender and Age
  • Table 3-21: Number of Adults Using Five or More Sports Drinks in Last 30 Days by Gender and Age
  • Sports Drinks Appeal to Multicultural Consumers
  • Table 3-22: Demographic Profile of Consumers Using At Least One vs. Five or More Sports Drinks in Last 30 Days
  • Media Consumption Patterns of Sports Drink Users Provide Important Clues for Marketers
  • Table 3-23: Favorite Cable TV Services of Consumers Using Five or More Sports Drinks in Last 30 days
  • Table 3-24: Favorite Magazines of Consumers Using Five or More Sports Drinks in Last 30 Days

Chapter 4 Nutrition Bars

Overview

Historical Sales Trends

  • Fans of Nutrition Bars Total 28 Million
  • Table 4-1: Number and Percent of Consumers Eating at Least One Nutrition Bar in Last 30 Days, 2007-2012
  • Trend Analysis Shows Uneven Growth in Consumer Interest in Nutrition Bars
  • Table 4-2: Trends in Number of Consumers Eating at Least One Nutrition Bar in Last 30 Days, 2007-2012
  • High-Volume Consumers Shore Up Market for Nutrition Bars
  • Table 4-3: Number of Consumers Eating at Least One Nutrition Bar by Number of Bars in Last 30 Days
  • Table 4-4: Number of Consumers Eating Nutrition Bars in Last 30 Days by Number of Bars Consumed, 2007 vs. 2012
  • Table 4-5: Number of Nutrition Bars Consumed in Last 30 Days by Volume of Consumption, 2007 vs. 2012
  • Table 4-6: Number of Nutrition Bars Consumed in Last 30 Days, 2007 vs. 2012
  • Total U.S. Retail Sales of Nutrition Bars Experienced Improved Growth in Past Three Years
  • Table 4-7: U.S. Retail Sales of Nutrition Bars, 2007-2012
  • Retail Channels Analyzed
  • Figure 4-1: Share of U.S. Retail Sales of Nutrition Bars by Retail Channel, 2012
  • Mass Market for Nutrition Bars Shows Healthy Year-over-Year Growth
  • Table 4-8: IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars, 52 Weeks Ending April 21, 2013

Projected Market Growth

  • Growth in Number of Fitness Buffs Outpaces Population Growth
  • Table 4-9: Number of Adults Participating in Physical Fitness Programs vs. Adult Population, 2007 vs. 2012
  • Changes in Snacking Habits Support Growth in Nutrition Bar Market
  • Table 4-10: Attitudes toward Snacking, 2007 vs. 2012
  • Demographic Trends Favor Growth in Nutrition Bar Market
  • Table 4-11: Projected Changes in U.S. Population by Age Group, 2011 vs. 2015
  • Table 4-12: Projected Changes in U.S. Population by Age Group, 2015-2020
  • Expansion of Sports Nutrition Retail Channel Boosts Market Prospects
  • Substantial Market Growth Anticipated
  • Table 4-13: Projected U.S. Retail Sales of Nutrition Bars, 2012-2017

The Competitors

  • Clif Bar & Co. Leads the Pack
  • Figure 4-2: Marketers with Largest Shares of IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars, 52 Weeks Ending April 21, 2013
  • Clif Bar, General Mills and Kind LLC Boost Mass-Market Share
  • Table 4-14: IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars by Leading Marketers, 52 Weeks Ending April 21, 2013
  • Popularity of Clif Brand Soars
  • Table 4-15: Trends in Use of Nutrition Bars by Brand, 2007 vs. 2012
  • Nature Valley Grabs Market Share
  • Table 4-16: IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars by Leading Brands and Marketers, 52 Weeks Ending April 21, 2013
  • Fastest-Growing Brands Highlighted
  • Table 4-17: IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars by Fastest-Growing Brands, 52 Weeks Ending April 21, 2013
  • Private-Label Bars Lag Behind
  • Table 4-18: IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars for 52 Weeks Ending April 21, 2013, Private Label vs. Other Brands
  • Clif Bar Succeeds with Socially Conscious Strategy
  • Nature Valley Provides Boost to General Mills
  • Table 4-19: IRI-Tracked Dollar Sales of General Mills Nutritional/Intrinsic Health Value Bars by Brand, 52 Weeks Ending April 21, 2013 110
  • Abbot Nutrition Plays Significant Role in Market
  • NBTY Boosts Market Share with Purchase of Balance Bar
  • Table 4-20: IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars by NBTY Inc. Before and After Acquisition of Balance Bar, 52 Weeks Ending April 21, 2013

Marketing and New Product Trends

  • CLIF Kid Promotes Healthy Active Lifestyles for Kids
  • Balance Bar Helps Athletes and Sports Enthusiasts "Find their Balance"
  • KIND Works to Make the World a Little Kinder
  • Forward Foods Launches "Detour for Good" Program
  • Fiber One Top Seller among New Products
  • Table 4-21: IRI-Tracked Dollar Sales of New Products in Nutritional/ Intrinsic Health Value Bars Category by Leading Brands and Marketers, 52 Weeks Ending April 21, 2013
  • KIND Introduces Nuts & Spices Bars
  • ZonePerfect Introduces Perfectly Simple
  • EAS Sports Nutrition Brand Releases New Products
  • CLIF Builders Debuts New 30 Gram Protein Bar
  • Consumer Trends
  • Nutrition Bars Appeal to Fitness Buffs
  • Table 4-22: Sports Most Popular among Consumers Eating at Least One Nutrition Bar in Last 30 Days
  • Nutrition Bars Popular among Individual Sports Participants, Team Sports Not So Much
  • Table 4-23: Percent of Sports/Physical Fitness Program Participants Eating at Least One Nutrition Bar in Last 30 Days by Type of Sport
  • Dieting Part of Nutrition Bar Culture
  • Figure 4-3: Percent Agreeing "Most of the Time I Am Trying to Lose Weight by Dieting"
  • New Nutritional Products Appeal
  • Table 4-24: Attitudes toward Nutrition of Consumers Eating Three or More
  • Nutrition Bars in Last 30 Days
  • Nutrition Bar Fans Eat All Day Long
  • Table 4-25: Eating Habits of Consumers Eating Three or More Nutrition Bars in Last 30 Days
  • Women More Likely to Eat Nutrition Bars
  • Figure 4-4: Percent of Men and Women Eating at Least One Nutrition Bar in Last 30 Days
  • Table 4-26: Number and Percent of Men and Women Eating Nutrition Bars in Last 30 Days
  • 25- to 44-Year-Olds a Demographic Sweet Spot for Marketers of Nutrition Bars
  • Table 4-27: Percent of Consumers Eating Nutrition Bars in Last 30 Days by Age Group
  • Eating Nutrition Bars a Sign of Affluence
  • Table 4-28: Percent of Consumers Eating Nutrition Bars in Last 30 Days by Education, Employment Status and Household Income
  • Consumers of Nutrition Bars Mirror U.S. Diversity
  • Table 4-29: Percent of Consumers Eating Nutrition Bars in Last 30 Days by Race and Hispanic Origin
  • Nutrition Bars an Urban, Coastal Phenomenon
  • Table 4-30: Percent of Consumers Eating Nutrition Bars in Last 30 Days by Region and Place of Residence
  • Different Brands for Different Folks
  • Table 4-31: Demographic Highlights of Consumers Eating Nutrition Bars in Last 30 Days by Brand Eaten Most
  • High Percentage of Fitness and Women's Magazine Readers Eat Large Volume of Nutrition Bars
  • Table 4-32: Favorite Magazines of Consumers Eating Five or More Nutrition Bars in Last 30 Days
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