Table of Contents
Introduction
-
- Definition
- Abbreviations
Executive Summary
-
- The market
-
- Figure 1: UK value sales and forecast for the total energy/sports drinks market, 2006-16
- Market factors
-
- Figure 2: Agreement with statements about busy lifestyles, by age group, 2010
- Companies, brands and innovation
-
- Figure 3: Market share in value sales for the combined energy/sports drink take home market, 2010
- The consumer
-
- Figure 4: Reasons for purchasing sports/energy drinks, July 2011
- What we think
Issues in the Market
-
- Given their high price-points and the current economic troubles, why are sports/energy drinks performing so well?
- Does the recent exponential growth mean that the market is becoming mature?
- Is the association of energy drinks with kids something which could damage sales long-term?
- Are there opportunities for new brand entrants?
Future Opportunities
-
- Agelessness
- Many Mes
Internal Market Environment
-
- Key points
- Increasing pressure to justify price
-
- Figure 5: Price comparison of energy drink brands, by format size, September 2011
- Busy lifestyles peak amongst 25-34s
-
- Figure 6: Agreement with statements on busy lifestyles, by age group, 2010
- Consumers crave a balanced healthy lifestyle
- The long-term danger of negative PR
Broader Market Environment
-
- Key points
- Economic growth is sluggish…
-
- Figure 7: The change in UK GDP at constant prices, Q1 2007-Q2 2011
- ... and consumer incomes dramatically squeezed
-
- Figure 8: Year-on-year % change in Average weekly earnings compared to inflation in the UK, January 2008-June 2011
- Changes in the UK social structure
-
- Figure 9: Forecast adult population trends, by socio-economic group, 2006-16
- Double-digit growth in 25-34s should help sports/energy drinks
Competitive Context
-
- Key points
- Energy/sports drinks is lone soft drink category to grow its user base
-
- Figure 10: Trends in drink types consumed in the past 12 months, 2006-10
Strengths and Weaknesses in the Market
-
- Strengths
- Weaknesses
Who’s Innovating?
-
- Key points
- A market driven by innovation
- A sustained focus on low sugar variants
-
- Figure 11: Proportion of new energy/sports drinks with a low sugar/fat claim, 2007-11*
- More natural formulations
Market Size and Forecast
-
- Key points
- The market’s exponential growth shows no sign of slowing
-
- Figure 12: Market size and forecast for total energy/sports drinks in volume and value sales, 2006-16
-
- Figure 13: UK value sales and forecast for the total energy/sports drinks market in value sales, 2006-16
- Energy drinks drive the market with more mainstream appeal
-
- Figure 14: Market size and forecast for energy drinks in volume and value sales, 2006-16
-
- Figure 15: UK value sales and forecast for the energy drinks market in value sales, 2006-16
- Sports drinks continue to thrive in energy drinks’ shadow
-
- Figure 16: Market size and forecast for sports drinks in volume and value sales, 2006-16
- Figure 17: UK value sales and forecast for the sports drinks market in value sales, 2006-16
- Forecast methodology
Market Segmentation
-
- Key points
- Sales in take-home are driving sector
-
- Figure 18: Value and volume sales of energy/ sports drinks in the take home and on-premise sectors, 2006-11
Market Share
-
- Key points
- Competition for market share intensifies…
- … and leads to erosion of share for Red Bull and Lucozade
-
- Figure 19: Market share in value sales for the combined energy/sports drink take home market, 2008-10
Companies and Products
-
- Key points
- A.G. Barr
- Britvic/PepsiCo
- Coca-Cola
- GlaxoSmithKline (GSK)
- Red Bull
Channels to Market
-
- Key points
- Multiples strengthen their grip on the market
-
- Figure 20: Value sales of sports/energy drinks, by channel, 2008-10
- A challenging on-trade environment
Brand Research
-
- Brand map
-
- Figure 21: Attitudes towards and usage of sports and energy drinks brands, July 2011
- Correspondence analysis
- Brand attitudes
-
- Figure 22: Attitudes by sports and energy drinks brand, July 2011
- Brand personality
-
- Figure 23: Sports and energy drinks brand personality – macro image, July 2011
-
- Figure 24: Sports and energy drinks brand personality – micro image, July 2011
- Brand experience
-
- Figure 25: Sports and energy drinks brand usage, July 2011
- Figure 26: Satisfaction with various sports and energy drinks brands, July 2011
-
- Figure 27: Consideration of sports and energy drinks brands, July 2011
- Figure 28: Consumer perceptions of current sports and energy drinks brand performance, July 2011
-
- Figure 29: Sports and energy drinks brand recommendation – Net Promoter Score, July 2011
- Brand index
-
- Figure 30: Sports and energy drinks brand index, July 2011
- Figure 31: Sports and energy drinks brand index vs. recommendation, July 2011
- Target group analysis
-
- Figure 32: Target groups, July 2011
-
- Figure 33: Sports and energy drinks brand usage, by target groups, July 2011
- Group One – The Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – The Individualists
Brand Communication and Promotion
-
- Key points
- The past two years have seen an increase in advertising investment…
-
- Figure 34: Topline advertising spend on energy/sports drinks, 2006-11
- … as Lucozade in particular looks to reassert itself
-
- Figure 35: Top 10 spending energy/sports brands on above-the-line advertising, 2008-11
Consumer Usage
-
- Key points
- Almost six in ten now drink energy drinks…
-
- Figure 36: Consumption of sports/energy drinks in the past 6 months, July 2011
- … while energy shots fail to take off
- One in seven energy/sports drink consumers are drinking them daily
-
- Figure 37: Frequency of usage of sports/energy drinks, July 2011
- As people reach their mid-20s, consumption goes up
-
- Figure 38: Frequency of usage of sports/energy drinks, by demographics, July 2011
- Energy/sports drinks are drunk most often in the home
-
- Figure 39: Penetration and frequency of usage of sports/energy drinks, by occasion, July 2011
- Translating from a sports aid to a wider role in people’s lives
-
- Figure 40: Index of the four main occasions people drink sports/energy drinks once a week or more, by gender and age group, July 2011
- Why the London bias?
Consumer Attitudes – Reasons to Buy Sports/Energy Drinks
-
- Key points
- The category passes the taste test
-
- Figure 41: Reasons for purchasing sports/energy drinks, July 2011
- The desire for more energy is an everyday need
- Younger and older drinkers attracted by very different things
-
- Figure 42: Net difference* in reasons for purchasing sports/energy drinks, 16-44 versus 45+, July 2011
Consumer Attitudes – Barriers to Purchasing Sports/ Energy Drinks
-
- Key points
- Price puts 7 in 10 off buying energy/sports drinks
-
- Figure 43: Barriers to purchasing sports/energy drinks among the total UK population, July 2011
- Majority think the drinks work, but many are wary about how healthy they are
- Sports drinks need to make a better case for their hydration benefits
- Health and calories are of particular concern to female drinkers
-
- Figure 44: Net difference in barriers to purchasing sports energy drinks for women compared to men, July 2011
-
- Figure 45: Calories for key brands in selected soft drinks categories
- Strong resistance among non-drinkers to idea of needing artificial energy
-
- Figure 46: Net difference in barriers to purchasing sports/energy drinks for total UK population versus energy/sports drinkers, by gender, July 2011
- The UK population and sports/energy drinkers share the same three concerns
-
- Figure 47: How top 10 barriers to consumption of sports/energy drinks differ for product consumers versus all UK adults, July 2011
Appendix – Internal Market Environment
-
-
- Figure 48: Agreement with selected lifestyle statements, by demographics, 2010
-
Appendix – Broader Market Environment
-
-
- Figure 49: PDI and consumer expenditure, at current and constant 2006 prices, 2006-16
- Figure 50: Population trends and projections, 2006-16
-
Appendix – Brand Research
-
-
- Figure 51: Brand usage, July 2011
- Figure 52: Brand commitment, July 2011
-
- Figure 53: Brand momentum, July 2011
- Figure 54: Brand diversity, July 2011
-
- Figure 55: Brand satisfaction, July 2011
- Figure 56: Brand recommendation, July 2011
-
- Figure 57: Brand attitude, July 2011
- Figure 58: Brand image – macro image, July 2011
-
- Figure 59: Brand image – Micro image, July 2011
- Figure 60: Profile of target groups, by demographic, July 2011
-
- Figure 61: Psychographic segmentation, by target groups, July 2011
- Figure 62: Brand usage, by target groups, July 2011
- Brand index
-
- Figure 63: Brand index, July 2011
-
Appendix – Consumer Usage
-
-
- Figure 64: Most popular consumption of sports/energy drinks in the past 6 months, by demographics July 2011
-
- Figure 65: Next most popular consumption of sports/energy drinks in the past 6 months, by demographics July 2011
-
- Figure 66: Frequency and occasions for sports/energy drinks consumption, by demographics, July 2011
-
- Figure 67: Most popular frequency and occasions for sports/energy drinks consumption, by demographics, July 2011
-
- Figure 68: Next most popular frequency and occasions for sports/energy drinks consumption, by demographics, July 2011
-
- Figure 69: Most popular frequency and occasions consumption of sports/energy drinks regularly, by demographics, July 2011
-
- Figure 70: Next most popular frequency and occasions regular consumption of sports/energy drinks regularly, by demographics, July 2011
-
- Figure 71: Most popular frequency and occasions for sports/energy drinks consuming at least once a week but not every day, by demographics, July 2011
-
- Figure 72: Next most popular frequency and occasions for sports/energy drinks consuming at least once a week but not every day, by demographics, July 2011
-
- Figure 73: Most popular frequency and occasions for sports/energy drinks consuming less often than once a week, by demographics, July 2011
-
- Figure 74: Next most popular frequency and occasions for sports/energy drinks consuming less often than once a week, by demographics, July 2011
-
- Figure 75: Most popular frequency and occasions for sports/energy drinks have not drunk in this location, by demographics, July 2011
-
- Figure 76: Next most popular frequency and occasions for sports/energy drinks have not drunk in this location, by demographics, July 2011
-
Appendix – Consumer Attitudes – Reasons to Buy Sports/Energy Drinks
-
-
- Figure 77: Most popular reasons for purchasing sports/energy drinks, by demographics, July 2011
-
- Figure 78: Next most popular reasons for purchasing sports/energy drinks, by demographics, July 2011
-
Appendix – Consumer Attitudes – Barriers to Purchasing Sports/Energy Drinks
-
-
- Figure 79: Most popular barriers to consumption of sports/energy drinks, by demographics, July 2011
-
- Figure 80: Next most popular barriers to consumption of sports/energy drinks, by demographics, July 2011
-
- Figure 81: Most popular barriers to consumption of sports/energy drinks, by demographics, July 2011
-
- Figure 82: Next most popular barriers to consumption of sports/energy drinks, by demographics, July 2011
-
- Figure 83: Most popular barriers to consumption of sports/energy drinks, by demographics, July 2011
-
- Figure 84: Next most popular barriers to consumption of sports/energy drinks, by demographics, July 2011
-
Back to top