Table of Contents
Introduction
-
- Definition
- Excluded
- Abbreviations
Executive Summary
-
- The market
-
- Figure 1: Market size and forecast for the UK sports and energy drinks market, by value, 2008-18
- Forecast
- Market factors
- Health remains on consumers’ agenda
- The drinks’ price premium may hamper growth
- Companies, brands and innovation
- Lucozade and Red Bull continue to lead the market
-
- Figure 2: Shares of leading brands in the UK take-home sports and energy drinks market, by value, 2012/13*
- Energy drinks continue to dominate NPD
- Adspend drops off in 2012
- The consumer
- More than two fifths drink sports and energy drinks
-
- Figure 3: Usage of sports and energy drinks, May 2013
- Health and natural ingredients spark majority interest
-
- Figure 4: Attitudes towards sports and energy drinks, May 2013
- The market faces a challenge in convincing non-users of the drinks’ benefits
-
- Figure 5: Reasons for not drinking sports or energy drinks, May 2013
- What we think
Issues in the Market
-
- How can associations with a wider range of occasions help sports and energy drinks expand their user base?
- What new competition is the market facing?
- How much of a threat do safety concerns about energy drinks’ caffeine levels pose to the market?
- What measures can be taken to overcome people’s scepticism about the drinks’ functionality?
Trend Application
-
- Trend: Retired for Hire
- Trend: Transumers
- Mintel Futures: Brand Intervention
Market Drivers
-
- Key points
- Brands need to invest further in improving the market’s health image
- Energising properties should appeal to consumers with hectic lifestyles
- People are becoming more active, posing opportunities for sports drinks
-
- Figure 6: Participation in moderate intensity sport, at least one 30-minute session per week, England 2005/06-2011/12*
- Price premium may hamper growth
-
- Figure 7: Prices per litre of selected soft drinks, June 2013
- Figure 8: Consumers’ perceptions of their financial situation, April 2009-April 2013
- Demographic changes pose both opportunities and challenges
-
- Figure 9: Projected trends in the age structure of the UK population, 2012-17
- Ageing population represents a threat to sports and energy drinks…
- … whereas growth of 25-34s and C2s bodes well for market
Strengths and Weaknesses
-
- Strengths
- Weaknesses
Who’s Innovating?
-
- Key points
- Sports drinks boost their share of total NPD in 2012
-
- Figure 10: New product launches in the UK sports and energy drinks market, by segment, 2009-13*
- Own-label players step up NPD
-
- Figure 11: Share of NPD in the UK sports and energy drinks market, branded vs own label, 2009-13*
-
- Figure 12: New product launches in the UK sports and energy drinks market, by most active brands, 2012
- Fruit and berry flavours on the rise
-
- Figure 13: New product launches in the UK sports and energy drinks market, by flavour component, 2010-13*
- NPD focuses around slimming and naturalness
- Slimming claim leaps up in 2012
-
- Figure 14: New product launches in the UK sports and energy drinks market, by selected claims, 2009-12
- Natural ingredients become more widely used
- Feminising energy drinks through packaging innovation
- Smaller pack sizes continue to gain share of total new launches
-
- Figure 15: New product launches in the UK sports and energy drinks market, by selected pack sizes, 2009-12
Market Size and Forecast
-
- Key points
- The market’s growth slows in 2012
-
- Figure 16: UK value and volume sales of sports and energy drinks, 2008-18
- The future
-
- Figure 17: Market size and forecast for the UK sports and energy drinks market, by value, 2008-18
- Figure 18: Market size and forecast for the UK sports and energy drinks market, by volume, 2008-18
- Energy drinks drive overall sales
-
- Figure 19: UK value and volume sales of Energy drinks, 2008-18
- Figure 20: Value sales and forecast for the UK energy drinks market, 2008-18
- Sports drinks will maintain their niche position
-
- Figure 21: UK value and volume sales of sports drinks, 2008-18
- Figure 22: Value sales and forecast for the UK Sports drinks market, 2008-18
- Forecast methodology
Segment Performance
-
- Key points
-
- Figure 23: UK retail value sales of sports and energy drinks, by type, 2011 vs 2012
- Another year of growth for energy drinks…
- … whereas sports drinks fail to cash in on the summer of sports
Market Share
-
- Key points
- Top three manufacturers hold 75% of total market
-
- Figure 24: Leading manufacturers’ shares in the UK take-home sports and energy drinks market, by value, 2012/13*
- Figure 25: Leading manufacturers’ sales and shares in the UK sports and energy drinks market, by value and volume, 2011/12 and 2012/13
- Lucozade and Red Bull fail to keep up with the overall market’s pace
-
- Figure 26: Leading brands in the UK take-home sports and energy drinks market, by value and volume, 2011/12-2012/13
- Challenger brands pose an increasing threat
- Own-label outperforms most brands
Companies and Products
-
- AG Barr
- Background
- Product range and innovation
- Recent activity and promotion
- Britvic/PepsiCo
- Background
- Product range and innovation
- Recent activity and promotion
- Coca-Cola
- Background
- Product range and innovation
- Recent activity and promotion
- GSK
- Background
- Product range and innovation
- Recent activity and promotion
- Red Bull
- Background
- Product range and innovation
- Recent activity and promotion
Brand Research
-
- Brand map
-
- Figure 27: Attitudes towards and usage of brands in the sports and energy drinks sector, March 2013
- Correspondence analysis
- Brand attitudes
-
- Figure 28: Attitudes, by sports and energy drinks brand, March 2013
- Brand personality
-
- Figure 29: Sports and energy drinks brand personality – macro image, March 2013
-
- Figure 30: Sports and energy drinks brand personality – micro image, March 2013
- Brand experience
-
- Figure 31: Sports and energy drinks brand usage, March 2013
-
- Figure 32: Satisfaction with various sports and energy drinks brands, March 2013
-
- Figure 33: Consideration of sports and energy drinks brands, March 2013
-
- Figure 34: Consumer perceptions of current sports and energy drinks brand performance, March 2013
-
- Figure 35: Sports and energy drinks brand recommendation – Net Promoter Score, March 2013
- Brand index
-
- Figure 36: Sports and energy drinks brand index, March 2013
- Figure 37: Sports and energy drinks brand index vs. recommendation, March 2013
- Target group analysis
-
- Figure 38: Target groups, March 2013
-
- Figure 39: Sports and energy drinks brand usage, by target groups, March 2013
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
-
- Key points
- Adspend drops off in 2012
-
- Figure 40: Total above-the-line advertising expenditure in the sports and energy drinks market, 2009-2013*
- Energy drinks regain share
-
- Figure 41: Total above-the-line advertising expenditure in the sports and energy drinks market, by segment, 2009-2013*
- Red Bull considerably steps up its above-the-line adspend
-
- Figure 42: Above-the-line advertising expenditure in the sports and energy drinks market, by leading advertisers, 2012
-
- Figure 43: Above-the-line advertising expenditure on sports and energy drinks, by leading brands, 2012
- TV advertising accounts for half of expenditure
-
- Figure 44: Advertising expenditure in the sports and energy drinks market, by media type, 2010-13*
Channels to Market
-
- Key points
- Take-home dominates but on-premise gains share
-
- Figure 45: Value and volume sales of sports and energy drinks in the UK, by channel, 2010-12
- Impulse channel remains strong
-
- Figure 46: Value sales in the UK take-home sports and energy drinks market, by channel, 2010-12
Consumer – Usage
-
- Key points
- More than two fifths drink sports and energy drinks
-
- Figure 47: Usage of sports and energy drinks, May 2013
- Usage peaks among under-25 males
-
- Figure 48: Usage of sports and energy drinks, by age, May 2013
- Usage remains infrequent
-
- Figure 49: Frequency of drinking sports and/or energy drinks, May 2013
- 25-34s most likely to have cut back on consumption
-
- Figure 50: Trends in consumption of sports and energy drinks, May 2013
Consumer – Choice Factors
-
- Key points
- Low price deemed to be most important factor
-
- Figure 51: Factors influencing choice of sports and energy drinks, May 2013
- Further scope for healthier variants exists
- Emphasising nutritional benefits should help to convey added value
Consumer – Users’ Attitudes Towards Sports and Energy Drinks
-
- Key points
- Health and natural ingredients spark majority interest
-
- Figure 52: Attitudes towards sports and energy drinks, May 2013
- Current formats lack convenience
- Consumers want guidance on daily intake
Consumer – Barriers for Consuming Sports and Energy Drinks
-
- Key points
- Almost half of consumers do not feel they need the drinks
-
- Figure 53: Reasons for not drinking sports or energy drinks, May 2013
- Water is more effectively harnessing the hydration message than sports drinks
- Scepticism about the drinks’ functionality fuels poor value perception
- Taste remains an issue
Consumer – Perceptions of Selected Types of Soft Drinks
-
- Key points
- Attributes associated with selected types of soft drinks
-
- Figure 54: Correspondence analysis, sports and energy drinks, March 2013
-
- Figure 55: Characteristics associated with selected types of soft drinks, March 2013
Appendix – Market Size and Forecast
-
-
- Figure 56: Best- and worst case forecasts for the total UK sports and energy drinks market, by value, 2013-18
- Figure 57: Best- and worst case forecasts for the total UK sports and energy drinks market, by volume, 2013-18
- Figure 58: Best- and worst case forecasts for the UK sports drinks market, by value, 2013-18
- Figure 59: Best- and worst case forecasts for the UK sports drinks market, by volume, 2013-18
-
- Figure 60: Volume sales and forecast for the UK sports drinks market, 2008-18
- Figure 61: Best- and worst case forecasts for the UK energy drinks market, by value, 2013-18
- Figure 62: Best- and worst case forecasts for the UK energy drinks market, by volume, 2013-18
- Figure 63: Volume sales and forecast for the UK energy drinks market, 2008-18
-
Appendix – Brand Research
-
-
- Figure 64: Brand usage, March 2013
- Figure 65: Brand commitment, March 2013
-
- Figure 66: Brand momentum, March 2013
- Figure 67: Brand diversity, March 2013
-
- Figure 68: Brand satisfaction, March 2013
- Figure 69: Brand recommendation, March 2013
-
- Figure 70: Brand attitude, March 2013
- Figure 71: Brand image – macro image, March 2013
-
- Figure 72: Brand image – micro image, March 2013
- Figure 73: Profile of target groups, by demographics, March 2013
-
- Figure 74: Psychographic segmentation, by target groups, March 2013
- Figure 75: Brand usage, by target groups, March 2013
- Brand index
-
- Figure 76: Brand index, March 2013
-
Appendix – Brand Communication and Promotion
-
-
- Figure 77: Above-the-line advertising expenditure in the sports and energy drinks market, by top 10 advertisers, 2009-12*
- Figure 78: Above-the-line advertising expenditure in the sports and energy drinks market, by top 10 brands, 2009-12*
-
Appendix – Consumer – Usage of Sports and Energy Drinks
-
-
- Figure 79: Usage of sports and energy drinks, May 2013
-
- Figure 80: Usage of sports drinks (any), by demographics, May 2013
-
- Figure 81: Usage of energy drinks (any), by demographics, May 2013
-
- Figure 82: Usage of branded sports drinks, by demographics, May 2013
-
- Figure 83: Usage of own-label sports drinks, by demographics, May 2013
-
- Figure 84: Usage of branded energy drinks, by demographics, May 2013
-
- Figure 85: Usage of own-label energy drinks, by demographics, May 2013
-
- Figure 86: Usage of energy shots, by demographics, May 2013
-
- Figure 87: Trends in consumption of sports drinks, May 2013
-
- Figure 88: Trends in consumption of sports drinks, by demographics, May 2013
-
- Figure 89: Trends in consumption of energy drinks, May 2013
-
- Figure 90: Trends in consumption of energy drinks, by demographics, May 2013
-
- Figure 91: Attitudes towards statements on sports and energy drinks, by usage of sports drinks, May 2013
-
- Figure 92: Attitudes towards statements on sports and energy drinks, by usage of energy drinks, May 2013
-
- Figure 93: Factors influencing choice of sports drinks, by usage of sports drinks, May 2013
-
- Figure 94: Factors influencing choice of energy drinks, by usage of energy drinks, May 2013
-
Appendix – Consumer – Choice Factors
-
-
- Figure 95: Factors influencing choice of sports drinks, May 2013
-
- Figure 96: Most popular factors influencing choice of sports drinks, by demographics, May 2013
-
- Figure 97: Next most popular factors influencing choice of sports drinks, by demographics, May 2013
-
- Figure 98: Factors influencing choice of energy drinks, May 2013
-
- Figure 99: Most popular factors influencing choice of energy drinks, by demographics, May 2013
-
- Figure 100: Next most popular factors influencing choice of energy drinks, by demographics, May 2013
-
- Figure 101: Factors influencing choice of sports drinks, by trends in consumption of sports drinks, May 2013
-
- Figure 102: Factors influencing choice of sports drinks, by usage of sports drinks, May 2013
-
- Figure 103: Factors influencing choice of energy drinks, by trends in consumption of energy drinks, May 2013
-
- Figure 104: Factors influencing choice of energy drinks, by usage of energy drinks, May 2013
-
Appendix – Consumer – Attitudes Towards Sports and Energy Drinks
-
-
- Figure 105: Attitudes towards sports and energy drinks, May 2013
-
- Figure 106: Agreement with the statements ‘There should be more healthier varieties’ and ‘There should be more drinks made with natural colourings/flavours’, by demographics, May 2013
-
- Figure 107: Agreement with the statements ‘It’s hard to justify the price of premium brands’ and ‘More guidance on the recommended daily limits should be provided’, by demographics, May 2013
-
- Figure 108: Agreement with the statements ‘There should be more convenient formats’ and ‘I prefer the product to come in re-usable packaging’, by demographics, May 2013
-
- Figure 109: Agreement with the statements ‘They fit in with my lifestyle’ and ‘Own-label varieties offer the same functionality as branded’, by demographics, May 2013
-
- Figure 110: Agreement with the statements ‘It’s worth paying more for added benefits’ and ‘They are for young people’, by demographics, May 2013
-
- Figure 111: Agreement with the statement ‘I would feel guilty about drinking them’, by demographics, May 2013
-
Appendix – Consumer – Barriers for Consuming Sports and Energy Drinks
-
-
- Figure 112: Reasons for not drinking sports drinks, May 2013
-
- Figure 113: Most popular reasons for not drinking sports drinks, by demographics, May 2013
-
- Figure 114: Next most popular reasons for not drinking sports drinks, by demographics, May 2013
-
- Figure 115: Reasons for not drinking energy drinks, May 2013
-
- Figure 116: Most popular reasons for not drinking energy drinks, by demographics, May 2013
-
- Figure 117: Next most popular reasons for not drinking energy drinks, by demographics, May 2013
-
Appendix – Consumer – Perceptions of Selected Types of Soft Drinks
-
-
- Figure 118: Perceptions of selected types of soft drinks, March 2013
-
- Figure 119: Perceptions of energy and sports drinks, by demographics, March 2013
-
- Figure 120: Perceptions of energy and sports drinks, by demographics, March 2013, continued
-
- Figure 121: Perceptions of carbonated soft drinks, by demographics, March 2013
-
- Figure 122: Perceptions of carbonated soft drinks, by demographics, March 2013, continued
-
- Figure 123: Perceptions of juice drinks, by demographics, march 2013
-
- Figure 124: Perceptions of juice drinks, by demographics, march 2013, continued
-
- Figure 125: Perceptions of unflavoured bottled water, by demographics, March 2013
-
- Figure 126: Perceptions of unflavoured bottled water, by demographics, March 2013, (continued)
-
- Figure 127: Perceptions of flavoured bottled water, by demographics, March 2013
-
- Figure 128: Perceptions of flavoured bottled water, by demographics, March 2013, (continued)
-
- Figure 129: Perceptions of squash/cordials, by demographics, March 2013
-
- Figure 130: Perceptions of squash/cordials, by demographics, March 2013, (continued)
-
Back to top