Market Research / Demographics

Table of Contents


Consumer Brand Analytics: G2 Summary by Share of Total Market, Age, Gender, Income, Region,, Frequency of Drinking, Social Media, Sports Fan Involvement

Item 2017 2018
Total Number Drink Sports Drinks Ages 13+ 92,691,000 88,969,000
Total number drinking G2 most often in past year 5,759,000 5,962,000
Brand Share (G2 drinkers as a percentage of all drinkers of sports drinks) 6.2% 6.7%
--------DEMOGRAPHICS OF INDIVIDUALS WHO DRINK G2 MOST OFTEN
---% by Age Group
13-17 1.5 6.2
18-24 1.6 4.0
25-34 18.1 19.0
35-49 38.3 27.0
50-64 28.2 26.8
65+ 12.2 17.0
Total 100.0 100.0
---% by Gender
Male 52.7 62.2
Female 47.3 37.8
Total 100.0 100.0
---% by Annual Income
Under $25,000 11.6 11.7
$25,000-$49,999 19.3 10.1
$50,000-$99,999 31.1 32.2
$100,000 or more 38.0 46.0
Total 100.0 100.0
---% by Geographic Region
Northeast 9.0 15.9
North Central 21.6 31.2
South 39.8 36.5
West 29.6 16.3
Total 100.0 100.0
--------FREQUENCY OF DRINKING SPORTS DRINKS AMONG INDIVIDUALS WHO DRINK G2 MOST OFTEN
Every Day 6.8 5.6
3-6 times/week 13.3 14.4
1-2 times/week 20.3 19.9
2-3 times/month 26.7 30.2
Once a month 11.6 15.8
Less than once a month 21.2 14.1
Total 100.0 100.0
Median 2.6 2.7
--------% USING SOCIAL MEDIA SITES (FOR ANY PURPOSE) AMONG INDIVIDUALS WHO DRINK G2 MOST OFTEN
---Used Facebook 77.2 76.0
---Used Twitter 29.2 36.1
---Used Snapchat 18.3 28.4
---Used Instagram 26.3 36.4
--------% OF INDIVIDUALS DRINK G2 MOST OFTEN WHO ARE SPORTS FANS** BY SPORT CATEGORY
IndyCar 19.7 12.2
NASCAR 27.6 19.2
MLB 63.0 70.2
Minor League Baseball 16.5 16.4
NBA 44.7 46.4
College Basketball 45.1 50.8
WNBA 5.5 n/a
eSports 7.5 15.9
NFL 74.7 72.6
College Football 59.4 65.6
Golf 35.7 44.2
NHL 33.4 38.5
Minor League Hockey 8.3 7.7
Mixed Martial Arts 18.2 15.0
Running 15.9 n/a
MLS 16.0 19.4
Soccer (non-USA) 14.1 23.4
Tennis 25.5 27.8
**Fan defined as an individual who attended and/or viewed at least one game on TV or online during the past year
Source: CBA

Consumer Brand Analytics: Gatorade Summary by Share of Total Market, Age, Gender, Income, Region,, Frequency of Drinking, Social Media, Sports Fan Involvement

Item 2017 2018
Total Number Drink Sports Drinks Ages 13+ 92,691,000 88,969,000
Total number drinking Gatorade most often in past year 51,905,000 51,625,000
Brand Share (Gatorade drinkers as a percentage of all drinkers of sports drinks) 56.0% 58.0%
--------DEMOGRAPHICS OF INDIVIDUALS WHO DRINK GATORADE MOST OFTEN
---% of Age Group
13-17 10.5 9.2
18-24 10.0 7.6
25-34 22.3 18.1
35-49 26.5 30.1
50-64 20.9 23.0
65+ 9.8 12.1
Total 100.0 100.0
---% by Gender
Male 55.7 55.4
Female 44.3 44.6
Total 100.0 100.0
---% by Annual Income
Under $25,000 19.4 19.1
$25,000-$49,999 23.6 21.5
$50,000-$99,999 28.9 31.3
$100,000 or more 28.1 28.1
Total 100.0 100.0
---% by Geographic Region
Northeast 18.5 18.1
North Central 22.2 20.0
South 37.2 39.4
West 22.1 22.6
Total 100.0 100.0
--------FREQUENCY OF DRINKING SPORTS DRINKS AMONG INDIVIDUALS WHO DRINK GATORADE MOST OFTEN
Every Day 4.3 5.0
3-6 times/week 12.1 15.9
1-2 times/week 22.6 22.6
2-3 times/month 26.2 26.1
Once a month 12.9 12.7
Less than once a month 21.8 17.6
Total 100.0 100.0
Median 2.6 2.8
--------% USING SOCIAL MEDIA SITES (FOR ANY PURPOSE) AMONG INDIVIDUALS WHO DRINK GATORADE MOST OFTEN
---Used Facebook 76.6 77.6
---Used Twitter 34.3 35.6
---Used Snapchat 29.8 30.5
---Used Instagram 37.4 43.2
--------% OF INDIVIDUALS DRINK GATORADE MOST OFTEN WHO ARE SPORTS FANS** BY SPORT CATEGORY
IndyCar 18.0 20.8
NASCAR 22.1 24.6
MLB 58.6 57.8
Minor League Baseball 18.1 18.4
NBA 47.9 51.7
College Basketball 40.8 40.7
WNBA 12.3 n/a
eSports 14.9 16.5
NFL 69.8 70.5
College Football 57.1 55.8
Golf 29.2 33.7
NHL 31.9 33.7
Minor League Hockey 6.8 8.3
Mixed Martial Arts 23.2 22.5
Running 13.1 n/a
MLS 19.7 23.1
Soccer (non-USA) 18.4 22.3
Tennis 29.6 32.0
**Fan defined as an individual who attended and/or viewed at least one game on TV or online during the past year
Source: CBA

Consumer Brand Analytics: Powerade, Powerade Zero Summary by Share of Total Market, Age, Gender, Income, Region,, Frequency of Drinking, Social Media, Sports Fan Involvement

Item 2017 2018
Total Number Drink Sports Drinks Ages 13+ 92,691,000 88,969,000
Total number drinking Powerade/Powerade Zero most often in past year 17,663,000 15,206,000
Brand Share (Powerade drinkers as a percentage of all drinkers of sports drinks) 19.1% 17.1%
--------DEMOGRAPHICS OF INDIVIDUALS WHO DRINK POWERADE MOST OFTEN
---% by Age Group
13-17 9.1 5.0
18-24 7.7 5.3
25-34 19.1 16.6
35-49 27.7 31.2
50-64 27.7 28.9
65+ 8.7 13.0
Total 100.0 100.0
---% by Gender
Male 54.7 57.1
Female 45.3 42.9
Total 100.0 100.0
---% by Annual Income
Under $25,000 23.2 22.2
$25,000-$49,999 25.6 24.7
$50,000-$99,999 32.9 26.0
$100,000 or more 18.3 27.1
Total 100.0 100.0
---% by Geographic Region
Northeast 15.0 12.4
North Central 23.0 22.9
South 41.2 44.5
West 20.8 20.2
Total 100.0 100.0
--------FREQUENCY OF DRINKING SPORTS DRINKS AMONG INDIVIDUALS WHO DRINK POWERADE MOST OFTEN
Every Day 6.2 8.6
3-6 times/week 14.7 15.7
1-2 times/week 23.0 26.5
2-3 times/month 27.5 20.5
Once a month 11.7 10.1
Less than once a month 16.9 18.6
Total 100.0 100.0
Median 2.8 4.1
--------% USING SOCIAL MEDIA SITES (FOR ANY PURPOSE) AMONG INDIVIDUALS WHO DRINK POWERADE MOST OFTEN
---Used Facebook 76.0 74.5
---Used Twitter 35.7 32.5
---Used Snapchat 22.4 22.9
---Used Instagram 34.0 35.2
--------% OF INDIVIDUALS DRINK POWERADE MOST OFTEN WHO ARE SPORTS FANS** BY SPORT CATEGORY
IndyCar 17.0 18.2
NASCAR 21.2 22.8
MLB 54.5 57.3
Minor League Baseball 18.2 17.4
NBA 40.2 43.2
College Basketball 39.0 35.7
WNBA 12.6 n/a
eSports 11.9 9.9
NFL 66.2 66.7
College Football 53.1 57.5
Golf 28.8 28.5
NHL 30.4 30.1
Minor League Hockey 5.5 7.7
Mixed Martial Arts 20.9 24.9
Running 12.1 n/a
MLS 13.6 18.3
Soccer (non-USA) 13.6 17.9
Tennis 24.4 25.6
**Fan defined as an individual who attended and/or viewed at least one game on TV or online during the past year
Source: CBA

Consumer Brand Analytics: Vitamin Water, Vitamin Water Zero Summary by Share of Total Market, Age, Gender, Income, Region,, Frequency of Drinking, Social Media, Sports Fan Involvement

Item 2017 2018
Total Number Drink Sports Drinks Ages 13+ 92,691,000 88,969,000
Total Number Drink Brand Most Often in Past Year 9,287,000 6,947,000
Brand Share (Vitamin Water drinkers as a percentage of all drinkers of sports drinks) 10.0% 7.8%
--------DEMOGRAPHICS OF INDIVIDUALS WHO DRINK BRAND MOST OFTEN
---% by Age Group
13-17 6.3 3.3
18-24 7.3 8.0
25-34 18.4 19.1
35-49 27.7 31.4
50-64 27.8 26.8
65+ 12.6 11.4
Total 100.0 100.0
---% by Gender
Male 37.7 37.8
Female 62.3 62.2
Total 100.0 100.0
---% by Annual Income
Under $25,000 16.1 20.0
$25,000-$49,999 23.4 15.0
$50,000-$99,999 28.4 30.4
$100,000 or more 32.1 34.6
Total 100.0 100.0
---% by Geographic Region
Northeast 20.2 20.4
North Central 16.9 21.2
South 33.9 32.3
West 29.0 26.0
Total 100.0 100.0
--------FREQUENCY OF DRINKING BRAND AMONG INDIVIDUALS WHO DRINK BRAND MOST OFTEN
Every Day 3.9 5.2
3-6 times/week 5.1 15.0
1-2 times/week 21.2 21.8
2-3 times/month 28.2 19.2
Once a month 15.4 13.2
Less than once a month 26.1 25.5
Total 100.0 100.0
Median 2.3 2.6
--------% USING SOCIAL MEDIA SITES (FOR ANY PURPOSE) AMONG INDIVIDUALS WHO DRINK VITAMIN WATER MOST OFTEN
---Used Facebook 77.2 76.1
---Used Twitter 35.3 28.8
---Used Snapchat 30.1 23.8
---Used Instagram 39.2 43.2
--------% OF SPORTS FAN** BASE WHO DRINK BRAND MOST OFTEN, BY SPORT CATEGORY
IndyCar 11.1 17.9
NASCAR 13.0 22.2
MLB 55.2 49.2
Minor League Baseball 14.2 15.0
NBA 40.8 37.8
College Basketball 34.5 31.1
WNBA 12.1 n/a
eSports 12.9 7.6
NFL 67.0 58.8
College Football 50.2 44.0
Golf 31.6 25.2
NHL 32.6 20.5
Minor League Hockey 6.9 2.4
Mixed Martial Arts 15.9 15.4
Running 14.4 n/a
MLS 27.6 12.2
Soccer (non-USA) 25.1 11.9
Tennis 28.6 30.6
**Fan defined as an individual who attended and/or viewed at least one game on TV or online during the past year
Source: CBA