Market Research / Demographics

Table of Contents


Sports Drinks: Total Market, Brand Share of Total Market, Frequency of Use, Brand Share of Total vs. Daily Drinkers, Age, Gender, Income, Region

Item 2017 2018
TOTAL MARKET: Total Number of U.S. Population Ages 13+ Drank Sports Drinks 92,691,000 88,969,000
% of Total U.S. Population Ages 13+ 34.3% 32.6%
BRAND SHARE OF MARKET (ALL INDIVIDUALS WHO DRINK A BRAND MOST OFTEN AS A % OF ALL INDIVIDUALS WHO DRINK SPORTS DRINKS)
Gatorade (PepsiCo) 56.0 58.0
Powerade, Powerade Zero (Coca-Cola Company) 19.1 17.1
Vitamin Water, Vitamin Water Zero (Coca-Cola Company) 10.0 7.8
G2 (PepsiCo) 6.2 6.7
Propel (PepsiCo) 2.9 3.3
SoBe Lifewater (PepsiCo) 1.7 1.9
Muscle Milk (Hormel Foods) 1.4 1.6
BodyArmor n/a 1.5
Gatorade Protein Shake (PepsiCo) 1.0 0.7
All Sport (Monarch Beverage) n/a 0.2
Other 1.7 1.2
Total 100.0 100.0
% OF MARKET BY FREQUENCY OF DRINKING SPORTS DRINKS
Every day 5.2 6.5
3-6 times/week 11.7 15.3
1-2 times/week 22.7 23.4
2-3 times/month 26.6 24.2
Once a month 12.7 12.4
Less than once a month 21.3 18.2
Total 100.0 100.0
Median n/a 2.8
% BRAND SHARE FOR TOTAL MARKET VS. % BRAND SHARE AMONG USERS DRINKING SPORTS DRINKS EVERY DAY
Each brand's information is in two parts: 0.0 (Share of total Market)/0.0 (Share of every-day drinkers)
Gatorade 56.0/46.8 58.0/45.0
Powerade, Powerade Zero 19.1/22.7 17.1/22.7
Vitamin Water, Vitamin Water Zero 10.0/7.5 7.8/6.3
G2 6.2/8.2 6.7/5.7
Propel 2.9/8.1 3.3/5.0
% OF MARKET BY DEMOGRAPHIC SEGMENT
---% by Age Group
13-17 8.7 7.4
18-24 8.4 6.9
25-34 20.6 18.5
35-49 27.8 29.5
50-64 23.7 25.1
65+ 10.9 12.6
Total 100.0 100.0
---% by Gender
Male 52.8 53.4
Female 47.2 46.6
Total 100.0 100.0
---% by Annual HH Income
Under $25,000 18.8 19.4
$25,000-$49,999 24.0 20.9
$50,000-$99,999 29.9 29.9
$100,000 or more 27.3 29.9
Total 100.0 100.0
---% by Geographic Region
Northeast 16.8 16.6
North Central 21.8 21.5
South 38.1 38.7
West 23.3 23.2
Total 100.0 100.0
Source: CBA