When most people think of sports drinks, they imagine athletes who are engaged in rigorous physical activity. When working out, or playing a sport, it is important to stay hydrated and sports drinks can be a great way to get a boost of energy to keep going.
However, while sports drinks are certainly beneficial for anyone doing sports, the target market for these beverages is actually much broader than that.
In this article, we will discuss the target market for sports drinks and identify some of the key consumers who can benefit from drinking them.
Segmentation of the Target Market for Sports Drinks
One of the best ways to segment the target market for sports drinks is to understand why people consume them. What is their need? What motivates them to grab a sports drink instead of just a glass of water or a soda or juice?
There are four main reasons why people consume sports drinks: to rehydrate, to replenish electrolytes, minerals and nutrients, to get re-energized, and for taste.
When we analyze these reasons, we get the following customer segments of the target market for sports drinks:
- People who regularly participate in physical activity
- People who are looking for a healthy way to improve their energy levels
- People who want to rehydrate after being sick or suffering from dehydration
- Players in the middle of a sports game
- People who go to the gym
- People looking for a healthy snack
- People who just love the taste of a sports drink
Let’s now look closely at each of these customer segments to understand what motivates them to consume sports drinks.
1. People who regularly participate in physical activity
People who are physically active on a regular basis need to make sure that they are adequately hydrated. If they don’t, they risk suffering from dehydration, which can lead to cramps, fatigue, and even heat stroke.
Of course, water can be a great source of hydration, but for people who are engaged in strenuous activity, water alone might not be enough. This is where sports drinks come in.
Sports drinks can help people to rehydrate by replenishing the fluids, minerals, and nutrients that they have lost. They can also give people a boost of energy that can help them to push through a tough exercise session.
2. People who are looking for a healthy way to improve their energy levels
A lot of people turn to coffee or energy drinks when they need an energy boost. However, these beverages can often be loaded with sugar and caffeine, which is not ideal for everyone.
Sports drinks can provide a healthier alternative for people who are looking for a way to improve their energy levels. Unlike coffee or energy drinks, sports drinks are usually low in sugar and calories.
Sports drinks can also help people to avoid the dreaded “crash” that often comes after drinking coffee or energy drinks. This is because some sports drinks can contain carbohydrates, which can help to sustain energy levels.
Also, regular consumption of sports drinks could prevent the need for certain nutritional supplements.
3. People who want to rehydrate after being sick or suffering from dehydration
People with high physical activity aren’t the only ones who sweat and risk dehydration. Anyone can suffer from dehydration, especially if they are sick or have a fever or simply because they are out in intense heat for an extended period.
In these cases, it is even more important to make sure that people are getting enough fluids. Sports drinks can help people to rehydrate by replenishing the fluids and electrolytes that they have lost.
For people recovering from an illness healthy eating is usually part of any recovery plan and sports drinks could be part of the diet that helps people get the nutrients that they need.
4. Players in the middle of a sports game
Players who are in the middle of a game are a classic target market for sports drinks because a lack of fluids in the body can result in cramps, fatigue, and even heat stroke.
When they are too focused on the game itself, players can sometimes forget to drink enough water or fluids.
This is why players need to have access to sports drinks in the middle of a game. Sports drinks can help players to stay hydrated and avoid these negative side effects.
5. People who go to the gym
People go to the gym or a fitness center for many reasons. Some to bulk up, some to tone their muscles, some to lose weight and some just to improve their overall health.
No matter what their goals are, people who go to the gym need to make sure that they are properly hydrated.
This is one of the reasons why many gyms or fitness centers have vending machines which carry sports drinks and protein bars.
6. People looking for a healthy snack
Sometimes a sports drink is nothing more than a great healthy snack. People who are on a diet or are, in general, taking care of their health might prefer a sports drink to a candy bar or a bag of chips.
This is because sports drinks are usually low in sugar and calories, making them a great choice for people who are looking for a healthy snack.
Parents looking for a snack for their kids also often turn to sports drinks because they are a healthier option than many of the other snacks that are available out there.
7. People who just love the taste of a sports drink
And finally, there are people who just love the taste of a sports drink. Their reasons are not any more complicated than that.
And of course, since a sports drink is also a healthy drink, these people don’t have to feel guilty about enjoying their favorite beverage.
Conclusion
The target market for sports drinks is a broad one and is not limited to athletes or sportspeople.
Surely, it includes those who take part in intense physical activity. After all, they are the ones in most need of the nutrients and electrolytes in sports drinks.
But also those who are in the midst of a sports game or those who regularly go to the gym can need sports drinks to stay hydrated and compensate for the loss of minerals and nutrients.
Dehydration can be caused by many things including an illness or just being out in the intense heat. So people who fall into this category are also potential customers for a sports drink.
And finally, people looking for a healthy snack or those who simply love the taste of a sports drink are also good candidates for this market.
