2012 Sports Beverages in the U.S.

2012 Sports Beverages in the U.S.

Published: November 2012
Publisher: Beverage Marketing Corporation
Product ref: 152898
Pages: 179
Format: PDF
Delivery: By product vendor

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This report offers a comprehensive view of the U.S. sports beverage marketplace as well as its regional markets. It covers market trends, pricing, demographics, advertising, regional sales, distribution channels and packaging as well as the innovations and strategies of the top companies. It also offers projections and discusses trends that will drive the market over the next five years. New for 2012: Expanded discussion of the emergence of new innovations in sports hydration offerings as small brands introduce twists to the winning formula in an attempt to gain a foothold in this difficult to penetrate market.

Report extract:

In their bid for consumer attention and availability, sports beverage marketers have reached into channels conventional and unconventional.

  • Besides convenience stores and supermarkets, the largest channels in the retail segment, bottlers and wholesalers distribute directly to athletic programs and workers in heavy industries.
  • Gatorade's warehouse distribution system gave it extensive coverage in convenience stores as well as supermarkets, where it commanded a large shelf presence.
  • Coca-Cola uses direct-store delivery (DSD), which makes its brand readily accessible to convenience stores as well as non-traditional outlets such as sporting goods stores, schools, gyms, parks and vending machines.
  • The power of Powerade in non-traditional venues inspired Quaker Oats' "availability" initiative, which resulted in the signing up of thousands of new outlets such as schools, health clubs, work sites, parks and tennis courts. At the same time, Powerade increased its emphasis on Gatorade's supermarket stronghold.
  • Now that PepsiCo owns Gatorade, the brand is shuttled through Pepsi bottlers for the vending channel. Warehouse delivery to supermarkets and c-stores still remained the primary part of the business. However, with PepsiCo's acquisition of its two biggest U.S. bottlers - Pepsi Bottling Group and PepsiAmericas, Inc. - in 2010, the company has shifted Gatorade's distribution to DSD mostly for c-stores, as well as drug stores and dollar stores like Dollar General.

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Related research categories

By sector: Sports (in Soft drinks), General drinks

By market: United States (in North America)

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