We would venture to say that there are many, many channels unrepresented when looking at these numbers, especially given the availability of these powders in accounts like airports, amazon, Wal-Mart, and every up-and-down-the-street account with a cash register. That noted, we’d also say that it appears that large brands with strong distribution channels are able to reap solid incremental gains through powders at checkout, in hanging packages, or in center-store situations. Regardless, it’s top-heavy with Crystal Light and Gatorade in represented channels; it’s likely that supplement numbers would also have a strong powder presence. There’s plenty of room, in other words, for entrepreneurial brands to grow here.
(Editor’s Note: This article also appears in May 30, 2011 issue of Beverage Spectrum Magazine. View the rest of the issue.)