Sports Drinks Section of Package preference & purchase drivers

This is a section of the full July 2009 report Packaged beverages: Package preference and purchase drivers, also available for purchase.

The full report and this sports drinks section are valuable for beverage companies and packaging and material suppliers to the beverage companies. The insights in this report help provide an understanding of current consumer purchasing behavior as well as providing some useful insight into future changes in purchase behavior. This information will help in understanding the current dynamics of the beverage business, supporting strategic planning and forecasting, and informing packaging innovation efforts.

The full report was developed and fielded by Concept Catalysts and iModerate Research Technologies in January 2009. Data analysis and report preparation was completed in Q1/Q2 2009. Total page length is 217. The full report includes the following categories: beer, carbonated soft drinks (CSDs), bottled water, sports drinks, ready to drink (RTD) tea, energy drinks, enhanced water (e.g., VitaminWater), juice and juice beverages, and cross-category results.

Methodology: Data for the study were collected via multistage online surveys. Stage 1 was an online quantitative survey to determine category consumer demographics (sample size N=1000). Stage 2 was a mixed methods quantitative/qualitative survey with 180 interactive qualitative chat sessions (facilitated by online moderators) to probe more deeply about consumer preferences on drinking, purchasing, and packaging. The sample size for Stage 2 was N=3402.

Results include demographics, statistical charts, summary tables, qualitative respondent comments and key findings. Results are segmented by heavy, medium and light drinkers of beverages.

The full report includes general themes including:

  • what consumers are drinking today
  • why consumers have changed their beverage consumption habits
  • how the economy has impacted purchase and consumption behaviors
  • how health issues have impacted purchase and consumption behaviors
  • the impact of environmental concerns on purchases
  • consumer perceptions of beverage ingredients and sweeteners
  • consumer perceptions about beverage packages (primary and secondary)
  • consumer recycling habits

The sports drinks section of the full report contains the results for the overall themes noted above and includes additional results specifically regarding sports drink drinkers (sample size N=397). This sports drink section report is 38 pages long (23 for the general themes and 15 for the sports drink results).

Sports drink section results include demographics, statistical charts, summary tables, qualitative respondent comments and key findings.

The sports drink section of the report includes:

  • consumer consumption occasions
  • drinkers' perceptions of the product compared to carbonated soft drinks
  • sports drink drinkers' loyalty to brands
  • impact of price on purchase and consumption behaviors
  • how the economy has impacted purchase and consumption behaviors
  • sports drink drinkers' likes and dislikes about primary packaging
  • sports drink drinkers' likes and dislikes about secondary packaging
  • sports drink drinkers' perceptions about secondary packages
  • trial rates of G2 and Gatorade powder sticks
  • sports drink drinkers' opinions on calories and flavors

This report is available for immediate download as a pdf file upon purchase.

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Sports Drinks Section of Package preference & purchase drivers
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  • Item #: 2009-1 Sports Drinks
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