Table of Contents
Introduction
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- Definition
- Excluded
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Market size and forecast for UK value sales of sports and energy drinks, 2007-17
- The future
- Market factors
- Discretionary spending comes under consumer reassessment
- A growing need to engage the older population
- Healthier variants see a small rise
- Companies, brands and innovation
- Lucozade and Red Bull dominate the market
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- Figure 2: Brand shares in the UK take-home sports and energy drinks market, 2011
- NPD continues to drive the market
- GSK and Coca-Cola dominate ad investment
- The consumer
- Around two-fifths of consumers drink sports and energy drinks
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- Figure 3: Usage of sports and energy drinks, May 2012
- Cost is the biggest barrier to entry
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- Figure 4: Reasons for not using sports drinks, May 2012
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- Figure 5: Reasons for not using energy drinks, May 2012
- The majority believe they are fine in moderation
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- Figure 6: Attitudes towards sports and energy drinks, May 2012
- What we think
Issues in the Market
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- What are the main barriers to consumption of sports and energy drinks?
- How can the category compete with other soft drinks?
- How can NPD attract the health-conscious consumer?
- How can flavour innovation re-invigorate the market?
- How competitive is the market?
Trend Application
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- Prove It
- Alpha Mothers
- 2015 Access Anything, Anywhere
Market Drivers
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- Key points
- Appealing to busy consumers
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- Figure 7: Trends in agreement with selected lifestyle statements, 2007-11
- Health remains an issue
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- Figure 8: Trends in agreement with statements on health, 2007-11
- Sports participation rates drop off
- Consumer incomes remain under pressure
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- Figure 9: Consumers’ perceptions of their financial situation, February 2009-June 2012
- Demographic changes
- Growth in 25-34s bodes well for future growth
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- Figure 10: Trends in the age structure of the UK population, 2007-12 and 2012-17
- Predicted rise in C1s is a positive for the sector
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Energy drinks dominate new product launches
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- Figure 11: New product launches in the UK sports and energy drinks market, by segment, 2008-12
- Figure 12: New product launches in the UK sports and energy drinks market, by most active brands, 2011
- Traditional flavours remain popular in NPD
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- Figure 13: New product launches in the UK sports and energy drinks market, by top six flavour components (in Jan-May 2012), 2009-12
- No-additives claims on the rise
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- Figure 14: Share of products with no additives/preservatives, low/reduced sugar and low/reduced calorie claims, in all new product launches in the sports and energy drinks market, 2009-12*
- Packaging
- Bottles lead for sports drinks
- Manufacturers looks to special events for packaging inspiration
- Aiming to win-over the mature consumer
Market Size and Forecast
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- Key points
- The market sees continued growth
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- Figure 15: Market volume and value size and forecast for the total UK sports and energy drinks market, 2007-17
- The future
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- Figure 16: Market size and forecast for UK retail volume sales of sports and energy drinks, 2007-17
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- Figure 17: Market size and forecast for UK value sales of sports and energy drinks, 2007-17
- Sports drinks are more of a niche product
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- Figure 18: Market volume and value size and forecast for UK sports drinks, 2007-17
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- Figure 19: UK value sales and forecast for sports drinks, 2007-17
- Energy drinks drive the market
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- Figure 20: Market volume and value size and forecast for UK energy drinks, 2007-17
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- Figure 21: UK value sales and forecast for energy drinks, 2007-17
- Forecast methodology
Segment Performance
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- Key points
- Take-home sales continue to drive sector
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- Figure 22: Value and volume sales of energy/ sports drinks in the take-home and on-premise sectors, 2006-11
Market Share
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- Key points
- Lucozade leads a highly concentrated market
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- Figure 23: Market share in value sales for the combined energy/sports drink take-home market, 2010-11
- Red Bull cuts ad spend and loses market share
- Powerade gains share despite ‘tired’ image
- Rapid growth for Monster, Rockstar still to gain traction
Companies and Products
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- A.G. Barr
- Britvic/PepsiCo
- Coca-Cola
- GlaxoSmithKline (GSK)
- Red Bull
Brand Communication and Promotion
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- Key points
- Advertising spend continues to increase
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- Figure 24: Total advertising expenditure for sports and energy drinks, 2008-12
- GSK and Coca-Cola continue to dominate adspend
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- Figure 25: Advertising expenditure on sports and energy drinks, by advertiser, 2011
- Figure 26: Advertising expenditure for sports and energy drinks, by top 10 brands, 2008-11
- Smaller brands look for alternative approaches
Brand Research
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- Brand map
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- Figure 27: Attitudes towards and usage of brands in the sports and energy drinks sector, June 2012
- Correspondence analysis
- Brand attitudes
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- Figure 28: Attitudes by sports and energy drink brand, May 2012
- Brand personality
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- Figure 29: Sports and energy drinks brand personality – macro image, June 2012
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- Figure 30: Sports and energy drink brand personality – micro image, June 2012
- Brand experience
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- Figure 31: Sports and energy drink brand usage, June 2012
- Figure 32: Satisfaction with various sports and energy drink brands, June 2012
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- Figure 33: Consideration of sports and energy drink brands, June 2012
- Figure 34: Consumer perceptions of current sports and energy drinks brand performance, June 2012
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- Figure 35: Sports and energy drinks brand recommendation – Net Promoter Score, June 2012
- Brand index
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- Figure 36: Sports and energy drinks brand index, June 2012
- Figure 37: Sports and energy drinks brand index vs. recommendation, June 2012
- Target group analysis
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- Figure 38: Target groups, June 2012
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- Figure 39: Sports and energy drinks brand usage, by target groups, June 2012
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Channels to Market
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- Key points
- Impulse channel unusually strong, though losing share
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- Figure 40: Value sales of sports/energy drinks, by channel, 2009-11
Consumer – Usage
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- Key points
- More than two-fifths of consumers drink sports and energy drinks…
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- Figure 41: Usage of sports and energy drinks, May 2012
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- Figure 42: Usage of sports and energy drinks, by key demographics, May 2012
- …less than a fifth are drinking them more than twice a week
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- Figure 43: Usage of sports and energy drinks by frequency, May 2012
- The energy market is dominated by regular variants…
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- Figure 44: Trends in types of energy drinks drunk most often, 2007-11
- …and canned formats
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- Figure 45: Trends in varieties of energy drinks drunk most often, 2007-11
Consumer – Occasions
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- Key points
- The home is the most popular venue for sports and energy drinks consumption
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- Figure 46: Usage of sports and energy drinks by location, May 2012
- Sports drinks are popular at the gym, energy drinks are popular at work
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- Figure 47: Index of usage of energy drinks ‘at work’, by age, region and working status (average=100), May 2012
- On-trade venues attract a minority of drinkers
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- Figure 48: Usage of sports drinks and energy drinks ‘at a bar or club’, May 2012
Consumer – Barriers to Drinking Sports and Energy Drinks
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- Key points
- Cost is the biggest barrier to entry
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- Figure 49: Reasons for not using sports drinks, May 2012
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- Figure 50: Reasons for not using energy drinks, May 2012
- Around three in ten are sceptical of the drinks’ claims
- Alternative drink categories appeal to a sizeable minority
- Taste is not as much of a barrier for sports drinks as energy drinks
Consumer – Attitudes Towards Sports and Energy Drinks
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- Key points
- The majority believe the drinks are fine in moderation
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- Figure 51: Attitudes towards sports and energy drinks, May 2012
- Opportunities for NPD centred on health, flavour and formats
- Strong interest in healthier drinks
- Sports and energy drinks can learn from CSDs in formats
- Almost half are loyal to brands over own-label
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- Figure 52: Preference for buying branded sports and energy drinks, by annual household income, May 2012
- Competing with other fizzy drink and caffeine products
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- Figure 53: Index of agreement with the statement ‘I believe they offer more of a kick than other caffeine products (eg coffee)’, by age, annual household income and presence of own children (average = 100), May 2012
- Snacking culture threatens consumption
Targeting Opportunities – Sports and Energy Drinks
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- Key points
- Four target groups
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- Figure 54: Target groups based on attitudes towards sports and energy drinks, May 2012
- Disengaged
- Engaged
- Reluctant
- Moderates
Appendix – Market Drivers
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- Figure 55: Agreement with selected lifestyle statements, by demographics, 2011
- Figure 56: GDP, PDI, consumer expenditure and savings, at constant 2012 prices, 2007-17
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- Figure 57: Forecast adult population trends, by socio-economic group, 2007-17
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Appendix – Market Size and Forecast
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- Figure 58: Best- and worst-case forecasts for total sports and energy drinks, by value sales, 2012-17
- Figure 59: Best- and worst-case forecasts for total sports and energy drinks, by volume sales, 2012-17
- Figure 60: Best- and worst-case forecasts for sports drinks, by value sales, 2012-17
- Figure 61: Best- and worst-case forecasts for sports drinks, by volume sales, 2012-17
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- Figure 62: Best- and worst-case forecasts for energy drinks, by value sales, 2012-17
- Figure 63: Best- and worst-case forecasts for energy drinks, by volume sales, 2012-17
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Appendix – Brand Communication and Promotion
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- Figure 64: Advertising expenditure for sports and energy drinks, by top ten advertisers, 2008-12
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Appendix – Brand Research
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- Figure 65: Brand usage, June 2012
- Figure 66: Brand commitment, June 2012
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- Figure 67: Brand momentum, June 2012
- Figure 68: Brand diversity, June 2012
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- Figure 69: Brand satisfaction, June 2012
- Figure 70: Brand recommendation, June 2012
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- Figure 71: Brand attitude, June 2012
- Figure 72: Brand image – macro image, June 2012
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- Figure 73: Brand image – micro image, June 2012
- Figure 74: Profile of target groups, by demographic, June 2012
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- Figure 75: Psychographic segmentation, by target group, June 2012
- Figure 76: Brand usage, by target group, June 2012
- Brand index
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- Figure 77: Brand index, June 2012
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Appendix – Consumer – Usage
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- Figure 78: Types of sports and energy drinks used, by demographics, May 2012
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- Figure 79: Usage of energy shots, by demographics, May 2012
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Appendix – Consumer – Occasions
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- Figure 80: Usage of sports drinks by location, May 2012
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- Figure 81: Usage of energy drinks, by location, May 2012
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- Figure 82: Usage of sports drinks ‘at a bar or club’, May 2012
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- Figure 83: Usage of energy drinks ‘at a bar or club’, May 2012
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- Figure 84: Usage of sports or energy drinks at a concert or restaurant, by demographics, May 2012
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- Figure 85: Usage of sports and energy drinks at a bar/club, by demographics, May 2012
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- Figure 86: Usage of sports drinks, by location, by demographics, May 2012
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- Figure 87: Usage of sports drinks at a bar/club or restaurant, by demographics, May 2012
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- Figure 88: Most popular locations for usage of energy drinks, by demographics, May 2012
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- Figure 89: Next most popular locations for usage of energy drinks, by demographics, May 2012
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- Figure 90: Usage of energy drinks at a bar/club or restaurant, by demographics, May 2012
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- Figure 91: Average trip duration for work in the UK, 1995/97-2010
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Appendix – Consumer – Barriers to Drinking Sports and Energy Drinks
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- Figure 92: Reasons for not using sports drinks, May 2012
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- Figure 93: Reasons for not using energy drinks, May 2012
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- Figure 94: Most popular reasons for not using sports drinks, by demographics, May 2012
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- Figure 95: Next most popular reasons for not using sports drinks, by demographics, May 2012
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- Figure 96: Most popular reasons for not using energy drinks, by demographics, May 2012
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- Figure 97: Next most popular reasons for not using energy drinks, by demographics, May 2012
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Appendix – Consumer – Attitudes Towards Sports and Energy Drinks
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- Figure 98: Attitudes towards sports and energy drinks, May 2012
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- Figure 99: Agreement with the statements ‘I believe they are fine in moderation‘ and ‘I enjoy the energy boost they provide ‘, by demographics, May 2012
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- Figure 100: Agreement with the statements ‘I find the taste refreshing‘ and ‘I would like to see healthier options eg reduced sugar etc‘, by demographics, May 2012
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- Figure 101: Agreement with the statements ‘I would like to see a greater range of flavours‘ and ‘I believe they help me to rehydrate following exercise‘, by demographics, May 2012
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- Figure 102: Agreement with the statements ‘I would like to see a wider variety of pack sizes available‘ and ‘I would be willing to try products made using alternative sweeteners ‘, by demographics, May 2012
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- Figure 103: Agreement with the statements ‘I believe they offer more of a kick than other caffeine products (eg coffee)‘ and ‘I prefer to buy branded varieties‘, by demographics, May 2012
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- Figure 104: Agreement with the statements ‘I would be more likely to eat a snack for an energy boost ‘ and ‘I prefer them to a normal fizzy drink‘, by demographics, May 2012
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- Figure 105: Agreement with the statements ‘I worry about becoming reliant on them for an energy boost‘, by demographics, May 2012
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Appendix – Consumer – Targeting Opportunities
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- Figure 106: Target groups, by demographics, May 2012
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- Figure 107: Usage of sports and energy drinks, by target groups, May 2012
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- Figure 108: Usage of sports and energy drinks by location, by target groups, May 2012
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- Figure 109: Usage of sports drinks by location, by target groups, May 2012
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- Figure 110: Usage of sports drinks by location, by target groups, May 2012
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- Figure 111: Usage of energy drinks by location, by target groups, May 2012
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- Figure 112: Usage of energy drinks by location, by target groups, May 2012
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- Figure 113: Attitudes towards sports and energy drinks, by target groups, May 2012
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