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Customized report – Sports and energy drinks in the United States and Canada

February 2018

Energy drinks are usually carbonated/fizzy beverages that claim to awaken or provide alertness, while sports drinks are usually non-carbonated and are claimed to rehydrate/replenish, as well as restore minerals, sugar, and other nutrients usually lost during exercise. Some sports drinks are also claimed to improve performance and increase endurance and are often described as isotonic (having the same salt content as blood). Both subcategories include all formats such as ready-to-drink, dilutable powder, and liquid concentrate/gel.

This document presents data tables on historic and forecast retail sales of sports and energy drinks in Canada and the United States (U.S.), as well as retail prices. These are followed by a product launch analysis of new sports and energy drinks launched in both countries between January 2016 and February 2018. Examples of new products containing honey are included at the end.

Retail sales and prices

Historic sports and energy drinks market, by type, in Canada
Retail sales (US$ millions) and growth (%)
Type 2013 2014 2015 2016 2017 CAGR* 2013-17
Fortified/functional energy drinks 349.9 368.6 390.6 407.5 429.9 5.3%
Regular energy drinks 206.7 213.1 232.2 236.7 245.6 4.4%
Reduced sugar energy drinks 143.1 155.5 158.4 170.8 184.3 6.5%
Fortified/functional sports drinks 348.5 355.6 362.4 368.5 374.0 1.8%
Regular sports drinks 239.3 243.5 247.4 250.4 252.9 1.4%
Reduced sugar sports drinks 109.3 112.2 115.0 118.1 121.1 2.6%
Total sports and energy drinks 698.4 724.2 753.0 776.0 803.9 3.6%

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

Forecast sports and energy drinks market, by type, in Canada
Retail sales (US$ millions) and growth (%)
Type 2018 2019 2020 2021 2022 CAGR* 2018-22
Fortified/functional energy drinks 461.3 494.6 529.3 565.7 603.6 7.0%
Regular energy drinks 259.2 273.1 287.2 301.4 315.8 5.1%
Reduced sugar energy drinks 202.1 221.4 242.1 264.3 287.9 9.2%
Fortified/functional sports drinks 383.3 393.1 403.1 413.2 423.2 2.5%
Regular sports drinks 257.6 262.7 267.6 272.6 277.7 1.9%
Reduced sugar sports drinks 125.7 130.5 135.5 140.6 145.6 3.7%
Total sports and energy drinks 844.6 887.7 932.4 978.9 1,026.9 5.0%

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

Historic sports and energy drinks market, by type, in the United States
Retail sales (US$ millions) and growth (%)
Type 2013 2014 2015 2016 2017 CAGR* 2013-17
Fortified/functional energy drinks 9,607.1 10,060.6 11,158.3 11,483.0 11,751.2 5.2%
Regular energy drinks 7,493.1 7,869.3 8,785.6 8,909.7 8,953.5 4.6%
Reduced sugar energy drinks 2,113.9 2,191.2

2,372.7

2,573.4 2,797.6 7.3%
Fortified/functional sports drinks 6,670.3 6,881.4 7,425.2 7,799.0 7,888.7 4.3%
Regular sports drinks 5,750.2 6,097.4 6,655.3 7,046.9 7,136.7 5.5%
Reduced sugar sports drinks 920.1 784.0 770.0 752.1 752.0 −4.9%
Total sports and energy drinks 16,277.3 16,941.9 18,583.6 19,282.0 19,639.8 4.8%

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

Forecast sports and energy drinks market, by type, in the United States
Retail sales (US$ millions) and growth (%)
Type 2018 2019 2020 2021 2022 CAGR* 2018-22
Fortified/functional energy drinks 12,181.4 12,710.5 13,211.7 13,807.8 14,437.8 4.3%
Regular energy drinks 9,094.5 9,246.0 9,337.0 9,516.2 9,709.7 1.6%
Reduced sugar energy drinks 3,086.9 3,464.4 3,874.7 4,291.6 4,728.1 11.2%
Fortified/functional sports drinks 7,995.1 8,252.2 8,558.4 8,863.7 9,184.9 3.5%
Regular sports drinks 7,229.6 7,465.5 7,746.7 8,028.3 8,332.0 3.6%
Reduced sugar sports drinks 765.5 786.7 811.8 835.4 853.0 2.7%
Total sports and energy drinks 20,176.5 20,962.6 21,770.1 22,671.5 23,622.7 4.0%

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

The following table presents the current retail price for sports and energy drinks in both markets.

Price of sports and energy drinks market, by type
US$ per litre, based on retail value
Type Canada Unites States
Fortified/functional energy drinks 6.2 5.2
Regular energy drinks 5.9 5.2
Reduced sugar energy drinks 6.6 5.1
Fortified/functional sports drinks 2.4 1.4
Regular sports drinks 2.4 1.4
Reduced sugar sports drinks 2.4 1.4
Source: Euromonitor International, 2018

Product launch analysis

According to Mintel, between January 2016 and February 2018, a total of 362 products within the category of Sports and Energy Drinks were launched in the U.S. (281) and Canada (81). Energy drinks (236) made up 65% of total product launches while the rest belonged to the sports drinks sub-category (126).

All of the products in Canada were branded, whereas twenty-two products in the U.S. were from a private label. Only one product was designed to be stored chilled in Canada (vs. eighty shelf stable products) versus 12 in the U.S. Other key characteristics are presented in the table of the following page and show variations between countries and categories.

Number of sports and energy drinks launched, by key attribute (January 2016 to February 2018)
Attribute By country By category
United States Canada Energy drinks Sports drinks
Top claims
Other (functional) 139 15 82 72
Ethical-Environmentally friendly package 114 24 100 38
Kosher 101 15 61 55
Social media 71 28 70 29
Low/No/Reduced allergen 82 15 55 42
Gluten free 82 14 54 42
Low/No/Reduced sugar 75 20 80 15
No Additives/Preservatives 75 18 55 38
Low/No/Reduced calorie 70 7 56 21
GMO free 48 11 38 21
Organic 46 11 44 13
Top packagings
Can 119 57 174 2
Bottle 117 19 51 85
Flexible stand-up pouch 13 3 0 16
Flexible sachet 11 0 2 9
Jar 5 1 1 5
Top flavours
Unflavoured/Plain 21 21 38 4
Berry 25 7 19 13
Orange 26 4 12 18
Mango 24 5 19 10
Fruit 23 3 6 20
Grape 21 4 12 13
Punch 19 5 7 17
Strawberry 21 2 12 11
Lime 17 5 9 13
Lemon 17 5 4 18
Top stores
Supermarket 98 48 102 44
Mass merchandise/Hypermarket 48 13 39 22
Natural/Health food store 35 2 22 15
Convenience store 10 7 14 3
Drug store/Pharmacy 9 8 13 4
Club store 15 0 2 13
Internet/Mail order 15 0 6 9
Specialist retailer 13 0 13 0
Top companies
Gatorade 31 0 0 31
Monster Energy 15 13 28 0
PepsiCo 13 6 14 5
Campbell Soup 19 0 19 0
Rockstar 7 9 16 0
Red Bull 4 7 11 0
Vital Pharmaceuticals 8 0 8 0
Living Essentials 5 2 7 0
Xyience 5 2 7 0
GURU Beverages 0 6 6 0
MusclePharm Corp. 6 0 3 3
Kraft Heinz Foods 6 0 0 6
Coca-Cola 2 4 1 5
BA Sports Nutrition 6 0 0 6
Top format
Carbonated (fizzy / sparkling / bubbly) 47 7 50 4
Smooth (silky / velvety / creamy / buttery) 3 0 1 2
Gelled (gel / jelly / jellied) 3 0 0 3
Runny (liquid / sloppy / watery) 1 0 0 1
Light (delicate / puffy) 1 0 0 1
Melt (melt-in-the-mouth) 1 0 0 1
Source: Mintel, 2018
Number of sports and energy drinks launched, by ingredient feature (January 2016 to February 2018)
Attribute By country By category
United States Canada Energy drinks Sports drinks
Top ingredient claims
Natural 260 54 201 113
Sugar based 115 37 86 66
Artificial 61 21 54 28
Green 60 8 65 3
Vegetable based 55 7 49 13
Organic 51 11 47 15
Coconut derived 26 4 12 18
Pure 24 4 19 9
Fair-trade 16 2 15 3
High 16 1 14 3
Proprietary 7 3 6 4
Soy derived 7 0 2 5
To preserve freshness 3 3 3 3
Furocoumarin free 0 6 5 1
Top ingredient preparations
Extract 140 46 162 24
Carbonated 70 40 108 2
Concentrate 66 21 70 17
Filtered 62 5 43 24
Root 39 23 61 1
Purified 36 7 32 11
Sweet 25 3 27 1
Made from concentrate 27 0 21 6
Blended 24 3 16 11
Modified 19 4 1 22
Puree 14 4 15 3
Sparkling 11 6 17 0
Anhydrous 16 0 10 6
Brewed 12 2 14 0
Fresh 12 0 12 0
Top types of sugar/sweetener contained in product
White sugar 80 32 54 58
Glucose (food) 54 19 34 39
Cane Sugar 46 4 36 14
High fructose corn syrup 15 1 13 3
Glucose fructose syrup 1 14 13 2
Fructose (food) 6 3 3 6
Liquid sugar 5 2 6 1
Agave syrup 7 0 6 1
Isomaltulose 4 1 1 4
Honey 4 0 4 0
Maple syrup 3 0 3 0
Crystalline fructose 3 0 1 2
Caramelised sugar syrup 1 1 2 0
Glucose syrup 2 0 1 1
Brown rice syrup 2 0 0 2
Ribose (food) 2 0 2 0
Caramelized sugar 0 1 1 0
Cane juice 1 0 0 1
Manuka honey 1 0 0 1
Honey powder (food) 0 1 0 1
Orange blossom honey 1 0 1 0
Source: Mintel, 2018

Example of products

A search of energy and sports drinks that use honey as a sweetener and were launched between January 2016 and February 2018 in the U.S. and Canada returned the following results.

Herbal Tonic Energy Drink
Record ID 4963045
Company 7-Eleven
Brand 7 Select
Sub-category Energy drinks
Country United States
Date published July 2017
Product source Shopper
Price in local currency $0.99

7 Select Herbal Tonic Energy Drink is said to be a naturally invigorating mix of premium green tea leaves, pure filtered water, fruit juices, vitamins and herbs which create the perfect pick up for anytime of the day. The kosher product is also said to be made with energising ingredients such as ginseng and guarana, is an excellent source of antioxidant vitamin A, vitamin C and vitamin E, and contains 10% juice. It is free from gluten, high fructose corn syrup, artificial flavours or colours, is made with real sugar, and retails in a 23.9-fluid ounce (fl. oz.) bottle.

Sparkling Energy Drink
Company Bees Brothers
Brand BeeBad
Sub-category Energy drinks
Country United States
Country of manufacture Italy
Date published July 2017
Price in local currency $2.50

BeeBad Sparkling Energy Drink is powered by honey and made with royal jelly and propolis extracts. It is free from gluten and taurine, and retails in an 8.4-ounce (oz.) recyclable pack. This product was on display at the Fancy Foods Tradeshow 2017 in New York City, New York.

Fire Shot
Company Temple Turmeric
Brand Temple Turmeric Pure Prana
Sub-category Energy drinks
Country United States
Date published March 2017
Price in local currency $4.99

Temple Turmeric Pure Prana Fire Shot comprises raw apple cider vinegar, ginger, vanilla, cinnamon, ghost pepper, lemon, orange oil, raw honey, sea salt and 7600 milligrams (mg) whole root Oana turmeric which is said to be of the highest quality, origin verified and never heated. The kosher and United States Department of Agriculture (USDA) organic certified product is cold pressure verified, is free from GMO and contains 17% juice, and retails in a 3-fl. oz. bottle.

Herbal Tonic Energy Drink
Company Arizona Beverages
Brand Arizona Rx
Sub-category Energy drinks
Country United States
Date published December 2016
Price in local currency $0.99

Arizona Rx Herbal Tonic Energy Drink has been repackaged, and now retails in a newly designed 23-fl.oz. pack. It is described as an invigorating blend of green tea, tropical and citrus fruits, panax ginseng, eleuthero root, guarana, schisandra and vitamins A, C and E. The product is kosher certified, contains antioxidants and no preservatives, artificial colors or flavors.

Resources

Prepared by Josique Lorenzo, Market Analyst, Global Analysis Team

© Her Majesty the Queen in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2018).

For more information reach us at aafc.mas-sam.aac@canada.ca

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