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The U.S. sports drink market size was valued at USD 6.50 billion in 2021. The market is projected to grow from USD 6.77 billion in 2022 to USD 9.38 billion by 2029, exhibiting a CAGR of 4.76% during the forecast period. The global COVID-19 pandemic has been unprecedented and staggering, with sports drink experiencing higher-than-anticipated demand in the U.S. compared to pre-pandemic levels. Based on our analysis, the U.S. market exhibited a growth of 8.12% in 2020 as compared to 2019.
The rise in awareness regarding fitness has increased the demand for health gyms and clubs amongst individuals in the last couple of years. Moreover, a large number of individuals hitting the gyms and clubs to keep their bodies fit and healthy will further drive the U.S. sports drink market growth. Furthermore, the demand for hemp-infused sports drinks is significantly growing among the U.S. consumers. Manufacturers in the market are focusing on launching energy drinks infused with hemp to cater to the increasing demand among consumers. For instance, in June 2022, CytoSport Inc., a sports nutrition beverage company, launched its new brand GYM WEED, with a hemp-infused sugar-free drinks for sports in the U.S. market. They are launched with three unique flavors, pear pineapple, stone fruit, and tropical berry. GYM WEED’s additional ingredients include Lion’s Mane and L-Theanine for an alert and focused feel along with vitamin B and electrolytes.
Supply Chain Interruptions Impeded Market Growth During the Pandemic
Due to the COVID-19 pandemic, the U.S. government from March 2020 implemented numerous measures to reduce the spread of the virus such as travel bans and restrictions, quarantines, curfews, public gatherings, shelter-in-place, and safer-at-home orders, and business shutdowns and closures. The pandemic certainly had a moderate effect on the sales revenue of sports drinks in the U.S. due to the shortage of raw materials, closure of factories, increase in operating costs, and postponement of several tournaments & leagues, thereby restricting sports activities.
During 2021, the market players experienced higher than anticipated cost of commodities and packaging. In addition, global inflation caused raw material shortages, supply chain disruptions, labor shortages, increased demand, and other regulatory and macroeconomic factors associated with the novel coronavirus (COVID-19), which continued into the fiscal year 2022. The pandemic accelerated the supply chain and inflationary pressures.
After the pandemic, consumers became more health conscious and sought healthy alternatives such as plant-based and fast recovery drinks to boost immunity. Manufacturers introduced new products to meet increasing demand in the market. For instance, in November 2021, Barcode, a U.S.-based sports nutrition brand, launched a plant-based coconut water hydration drinks for fathletes, and in February 2020, Harry Drnec and Phil Marineau launched Enhanced Recovery, an omega-3 sports drink formulated to give elite athletes complete and rapid muscle recovery.
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Increasing Demand for Organic Sports Drinks is a Prominent Trend
The rise of awareness regarding healthier and organic sports drinks amongst consumers has encouraged manufacturers to produce organic sports drink. Furthermore, producers continuously innovate their product lines by introducing new flavors and tastes. In addition, the U.S. adult segment is observing a shift in preference for sugar-free and organic sports beverages owing to the rise in prevalence of diabetes. According to the United Health Foundation and U.S. Census Bureau, in 2021, more than 54 million senior people reside in the U.S., which accounts for 16.5% of the total population. This segment is more inclined toward sugar-free and organic products. In addition, according to the Centers for Disease Control and Prevention, in 2021, the senior group accounted for 38.5% of total diabetes patients who were diagnosed. The growing prevalence of diabetes shall further influence individuals to prefer sugar-free and organic sports drinks in the U.S.
With consumer preferences changing to organic and vegan sports drinks due to rising awareness of organic products, manufacturers are focusing on launching new plant-based and vegan products with new organic and herbal ingredients that can attract more consumers. Additionally, market players focus on launching new products to boost sales and expand their product portfolio. For instance, in March 2022, Gatorade, a PepsiCo brand, launched Gatorade Fit, a new fitness sports beverage product. The new electrolyte sports drink has no artificial colors, flavors, or added sugar.
Increasing Inclination toward Physical Fitness is Fueling Market Growth
The growing inclination for physically active and fitness-related activities among millennials, primarily among athletes, increasing purchasing power, and willingness to pay for healthier alternatives are key factors accelerating the demand for sports beverage products. In addition, sports beverage/drink has several benefits, including minimizing dehydration and electrolyte to replace sweat and maintain electrolyte balance in the human body. Therefore, increasing consumer awareness of the health benefits of products is expected to boost the growth of the U.S. market. Nowadays, people are obsessed with a healthy lifestyle, and companies focus on launching healthy sports beverages. These new launches open new means for generating revenues for manufacturers and will surge the demand for sports beverages in the coming years. For instance, in February 2020, the Coca-Cola Company expanded its product portfolio by launching two new sugar-free innovations offering functional beverage solutions and packaging design. The two new products are POWERADE ULTRA with Branched Chain Amino Acids (BCAAs), Creatine, Vitamins B12, B6, and B3, and POWERADE Power Water, an electrolyte-enhanced sports beverage products.
Growing Popularity of Natural and Sugar-free Sports Drinks Fueling Market Growth
The increasing popularity of fitness activities and the growing trend of participating in half and full-marathons contribute to market growth. Also, the rising number of diabetic people preferring sugar-free sports drinks is likely to surge the demand for sports drinks. With rising demand for natural sports beverages, manufacturers are increasingly innovating and launching beverages in different flavors to meet the nutritional needs of consumers. At the same time, this innovation helps many companies increase their revenue, which drives the market's growth. For instance, in March 2022, Gatorade, a PepsiCo brand, launched a new fitness sports beverage product, Gatorade Fit, an electrolyte beverage with no added sugar, artificial colors, artificial flavors, or sweeteners. The new product includes five flavors, tangerine orange, cherry lime, tropical mango, watermelon strawberry, and citrus berry.
Presence of High Levels of Sugar in Sports Drink along with High Prices Limits the Market Growth
The most notable limitation of this market is the objection to the sugar content in sports drinks. Most of the products on the market are high in sugar, which can harm consumer health. The increasing population of diabetes among people is decreasing the demand for sports beverage products with high sugar levels. According to the International Diabetes Federation, in 2021, one in seven adults was living with diabetes in North America. This factor is restraining the demand for sports beverages in this region. In 2021, 4,10,000 deaths were caused by diabetes in Central and South America. The growing preference for low-sugar drinks among the U.S. consumers is hampering the growth of sports beverages in the U.S. High prices due to fluctuating raw materials are also restraining the market growth. Also, massive competition from the unorganized industry players with competitive pricing impacts the key companies' product revenues and hampers the market growth. Therefore, the higher cost of these drinks is a significant factor limiting the market growth.
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Rising Demand for Isotonic Drinks Drives Market Growth
By type, the market is divided into isotonic, hypotonic, and hypertonic. The isotonic segment is one of the leading segments in the market as it consists of almost a similar amount of sugar and salt as in the human body. Furthermore, isotonic drinks quickly replace the fluids lost during sweating and ensure energy intake through carbohydrates. In addition, the major purpose of isotonic drinks is to improve water, minerals, and nutrient consumption, improving athlete performance. Isotonic drinks are the most preferred sports beverage among long and middle-distance runners and major players involved in team sports due to the presence of the same osmotic pressure as the body.
Moreover, isotonics are absorbed quickly through the digestive tract and stomach to replace fluids lost through sweating & boosting the carbohydrates rapidly. This factor surges the demand for isotonic sports drinks in the U.S. market. The rise in interest in sports, such as football, cricket, hockey, basketball, tennis, volleyball, and others, has increased the demand for isotonic drinks. In addition, increasing government support to enhance athleticism and continuous innovation in the product by manufacturers will further drive market growth.
Furthermore, hypotonic drinks have lower concentrations of salt and sugar than the human body. In addition, a hypotonic drink provides essential minerals and salts lost due to sweat, helps regulate muscle function, and keeps the fluid level balanced. Hypotonic drinks also contain carbohydrates, which help in increasing the daily energy intake.
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Easy Availability of Diversified Sports Drink Brands to Accelerate Brand Sales
By material, the market is segregated into Gatorade, Powerade, and others. Gatorade dominates the market and is anticipated to grow at a significant CAGR during the forecast period. Gatorade is one of the best-selling sports drinks in the U.S. and is manufactured by PepsiCo. The brand focuses on launching new sports beverage products to cater to the increasing demand for healthy beverages with caffeine and other new flavors. For instance, in September 2022, Fast Twitch, a caffeinated drinks for sports, was launched by Gatorade with two hundred milligrams of caffeine and a certain amount of electrolytes. The brand now focuses on college athletes and women's sports from major U.S. sports leagues to boost millennials' demand for drinks for sports. For instance, in June 2022, Gatorade dropped its sponsorship with the National Hockey league, and in May 2022, Gatorade rejected to renew its sponsorship deal for the Super Bowl Halftime Show.
Extensive Use of Metal Packaging in the Industry is Fueling the Market Growth
Based on packaging type, the market is segmented into metal, PET/plastic, and glass. The metal segment dominated the market and is expected to grow at a significant CAGR during the forecast period. Metal can is a type of container used to store various food & beverages. Most beverage-producing companies use metal cans extensively, owing to advantages such as shipping and carrying, sustainable containers that enable unique collectible promotions, and cost-efficiency. The increased use of metal packaging for food & beverage products provides a sustainable and environment-friendly solution for packaging. With the continuous change in consumer trends, manufacturers have also changed their packaging style of products. Metal cans are considered the most suitable packaging for these drinks as they are available in diversified shapes & sizes and are easy to handle. Furthermore, metal cans are strong, which helps in protecting the content inside the metal cans. Metal cans are the most preferred packaging material for beverages as they are a multi-faceted option, dependable, infinitely recyclable with no loss of properties, and are back on shelves in 60 days.
Rise in Number of Individual's Participation in Outdoor Activities is Driving the Market
Based on target consumer, the market is categorized into teenagers, adults, and geriatric. The adults segment is the highest contributor to the market growth, owing to the highest percentage share in the total population. For instance, according to the United States Census Bureau, people aged 18-64 years accounts for 55.3% of the total population. The market has the highest contribution from adults owing to the highest number of individuals participating in outdoor activities due to work, sports, and other recreational activities such as trekking and camping.
Teenagers are a significant contributor to the sales of sports drinks in the U.S. as they have a rising number of participants in athletics and outdoor recreational activities. As a result, market players are designing marketing campaigns aggressively toward teenagers. For instance, in February 2022, Gatorade launched a new campaign called ‘Fuel Tomorrow’, a new initiative to break down some social and economic barriers that negatively impact young people from participating in sports.
Offline Segment to Remain Dominant in the Coming Years
The market is bifurcated into online and offline based on distribution channel. The offline segment, which includes hypermarket/supermarket, drug stores, convenience stores, and others held a significant market share in 2021. Hypermarket/supermarket contains a diversified range of products, such as food & beverage products, appliances, apparel, stationery, and other items, that are kept on large organized shelves. These products are arranged on shelves by category and have placards showing product information and prices. Hypermarkets/supermarkets usually cover a large area and display various brands under one roof. In addition, they are situated near residential areas for convenience and accessibility. The increase in the working population, urbanization, and disposable income has driven the offline segment's growth. Furthermore, these retail stores are available across the U.S. and are becoming manufacturers' crucial distribution channels. The online segment is anticipated to grow considerably in the coming years, with the increasing online purchasing across the country attributed to rising internet penetration and smartphone adoption. Thus, the rise in online sales is expected to fuel market growth.
Key Players are Focusing on Product Innovation through New Product Launches
Market players are focused on producing products tailored to different regions and consumer groups. Additionally, market participants are launching new sustainable products to gain an edge and attract more attention from consumers. This new launch and comprehensive product portfolio enable key players to address new market trends and gain a competitive edge to penetrate new markets. Product differentiation will be a crucial factor driving product sales and impacting market dynamics throughout the forecast period. Recent years have witnessed various developments, notably in organic drink products for sports.
An Infographic Representation of US Sports Drink Market
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The research report analyzes the market in-depth and highlights crucial aspects such as prominent companies, competitive landscape, types, packaging type, brands, target consumers, and distribution channels. Besides this, the report provides insights into the market trends and highlights significant industry developments. In addition to the aspects mentioned earlier, the report encompasses several factors contributing to the market's growth during the forecast period.
Value (USD Billion)
By Packaging Type
By Target Consumer
By Distribution Channel
Fortune Business Insights says that the market size was at USD 6.50 billion in 2021 and is projected to reach USD 9.38 billion by 2029.
The market is projected to grow at a CAGR of 4.76% during the forecast period (2022-2029).
Isotonic is expected to be the leading trait segment in the U.S. market.
Increasing Inclination toward Physical Fitness is Fueling the Market Growth.
PepsiCo, Inc., The Coca-Cola Company, Genomma Lab Internacional, Lifeaid Beverage Co., and Hoist are a few of the top players in the U.S. market.
Metal packaging is expected to be the fastest-growing segment during the forecast period.
Presence of high levels of sugar in sports drink along with high prices will hamper the market growth.
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