Table of Contents
Executive Summary
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- The market
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- Figure 1: Market size and forecast for the UK sports and energy drinks market, by value, 2009-19
- Market drivers
- The ageing population and falling number of 20-24s pose threats
- Rising sports participation should benefit sports drinks
- Concerns over caffeine safety is mounting
- The risk of a potential ‘sugar tax’
- Companies, brands and innovation
- Lucozade and Red Bull remain market leaders
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- Figure 2: Leading brands’ shares in the UK take-home sports drinks market, by value, 2013/14*
- Figure 3: Leading brands’ shares in the UK energy drinks market, by value, 2013/14*
- The sports and energy drink market continues to enjoy dynamic product innovation
- Naturalness resonates with consumers
- Aluminium can become the norm in energy drinks launches
- The consumer
- Three fifths of people drink sports drinks
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- Figure 4: Usage of sports and energy drinks, March 2014
- Drinking at home is the most popular occasion
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- Figure 5: Occasions for usage of sports and energy drinks, March 2014
- Natural ingredients spark the most interest
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- Figure 6: Interest in emerging or new sports and energy drink concepts, March 2014
- Convincing consumers of the effectiveness of sports drinks is imperative
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- Figure 7: Attitudes towards sports drinks, March 2014
- Clearer information on the ingredients of energy drinks is needed
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- Figure 8: Attitudes towards energy drinks, March 2014
- What we think
Issues and Insights
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- All-natural drinks look well-placed to resonate in both sports and energy drinks
- The facts
- The implications
- High protein positioning can help sports drink brands encourage consumers to trade up
- The facts
- The implications
- Clearer information and dilutable products offer ways to tackle consumers’ concerns over safety of energy drinks
- The facts
- The implications
Trend Application
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- Make it Mine
- Factory Fear
- Mintel Future: Brand Intervention
Market Drivers
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- Key points
- The ageing population and falling number of 20-24s pose threats
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- Figure 9: Projected trends in the age structure of the UK population, 2014-19
- Ageing population: the challenges and opportunities for sports and energy drinks
- 25-34s becomes the key growth engine
- The growth in 10-14s will provide another boost to key users post-2019
- Rising sports participation boosts consumers’ sports drinks spending
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- Figure 10: Participation in moderate intensity sport, at least one 30-minute session per week, England 2005/06-2012/13*
- Figure 11: Consumer expenditure on participation in sports, 2008-18
- Regulation on caffeine tightens
- EFSA reviews safety of caffeine
- FSA required high caffeine content to be labelled
- Media coverage highlights caffeine bans by schools and age restrictions
- The risk of a potential ‘sugar tax’
- Various bodies raise concerns over sugar intake
- Sports and energy drink brands look to reduce sugar
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- The sports and energy drink market continues to enjoy dynamic NPD
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- Figure 12: New product launches in the UK sports and energy drink market, 2009-14
- Small packs gain ground
- Further steps needed to stand out on convenience
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- Figure 13: Resealable OK energy drink from Switzerland, Q4 2013
- Two in five launches are new products
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- Figure 14: Tropicana Energy launched in the UK, Q4 2014
- Ethical claims become increasingly common
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- Figure 15: Share of new products in the UK sports and energy drink market featuring selected claims, 2010-14
- Naturalness resonates with consumers
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- Figure 16: Energy drinks positioned as using all-natural ingredients, Q2 2014
- Aluminium can becomes the norm in energy drinks launches
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- Figure 17: New products launches in the UK sports and energy drink market, by packaging materials, 2009-14
- Figure 18: New product launches in the UK sports and energy drink market, by packaging type, 2009-14
Market Size and Forecast
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- Key points
- The growth of the market is slowing
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- Figure 19: UK value and volume sales of sports and energy drinks, 2009-19
- The market’s key growth driver is losing momentum
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- Figure 20: Market size and forecast for the UK sports and energy drinks market, by value, 2009-19
- Figure 21: Market size and forecast for the UK sports and energy drinks market, by volume, 2009-19
- NPD drives energy drink segment to grow
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- Figure 22: UK value and volume sales of energy drinks, 2009-19
- Figure 23: Value sales and forecast for the UK energy drinks market, 2009-19
- Sports drink market is shrinking
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- Figure 24: UK value and volume sales of sports drinks, 2009-19
- Figure 25: Value sales and forecast for the UK sports drinks market, 2009-19
- Forecast methodology
Segment Performance
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- Key points
- Energy drinks are gaining market share
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- Figure 26: UK retail value sales of sports and energy drinks, by type, 2011-14
- Sports drinks are struggling to win over consumers
Market Share
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- Key points
- Sports drink market is highly concentrated
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- Figure 27: Leading manufacturers’ shares in the UK take-home sports drinks market, by value, 2013/14*
- Figure 28: Leading brands’ sales and shares in the UK take-home sports drinks market, by value and volume 2012/13-2013/14
- Figure 29: Leading manufacturers’ sales and shares in the UK take-home sports drinks market, by value and volume, 2012/13-2013/14
- Two leading operators capture more than half of the energy drink market
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- Figure 30: Leading manufacturers’ share in the UK energy drinks market, by value, 2013/14*
- Figure 31: Leading brands’ sales and shares in the UK take-home energy drinks market, by value, 2012/13-2013/14
- Figure 32: Leading brands’ sales and shares in the UK take-home energy drinks market, by volume, 2012/13-2013/14
Brands and Companies
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- 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
- Red Bull
- Background
- Product range and innovation
- Recent activity and promotion
- Suntory
- Background
- Product range and innovation
- Recent activity and promotion
Brand Advertising, Perceptions and Social Media
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- Key points
- Brand advertising
- Ad spend-to-sales ratio falls substantially
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- Figure 33: Total above-the-line advertising expenditure in the sports and energy drinks market, 2010-14*
- Energy drinks enjoy higher share of ad support than sports drinks
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- Figure 34: Total above-the-line advertising expenditure in the sports and energy drinks market, by segment, 2010-14*
- Suntory remains the largest spender on adverts
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- Figure 35: Above-the-line advertising expenditure in the sports and energy drinks market, by leading advertisers, 2013
- Brand perceptions
- Key brand metrics
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- Figure 36: Sports and energy drink brand key metrics, February 2014
- Brand map
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- Figure 37: Attitudes towards and usage of brands in the sports and energy drink sector, February 2014
- Correspondence analysis
- Brand attitudes
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- Figure 38: Attitudes, by sports and energy drink brand, February 2014
- Brand personality
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- Figure 39: Sports and energy drink brand personality – Macro image, February 2014
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- Figure 40: Sports and energy drink brand personality – Micro image, February 2014
- Brand usage
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- Figure 41: Sports and energy drink brand usage, February 2014
- Brand experience
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- Figure 42: Sports and energy drink brand experience, February 2014
- Social media and online buzz
- Social media metrics
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- Figure 43: Social media metrics of selected sports and energy drink brands, June 2014
- Online mentions
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- Figure 44: Online mentions of selected sports and energy drink brands, 26 May 2013-31 May 2014
- Topics of discussion
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- Figure 45: Topics of discussion around selected sports and energy drink brands, 26 May 2013-31 May 2014
- Where discussion occurs
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- Figure 46: Where people talk about sports and energy drinks brands, 26 May 2013-31 May 2014
- Analysis by brand
- Red Bull
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- Figure 47: Topic cloud around mentions of Red Bull, 26 May 2013-31 May 2014
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- Figure 48: Topic cloud around mentions of Red Bull, excluding mentions around Formula One. 26 May 2013-31 May 2014
- Lucozade
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- Figure 49: Topic cloud around mentions of Lucozade, 26 May 2013-31 May 2014
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- Figure 50: Share of conversation for different Lucozade flavours, 26 May 2013-31 May 2014
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- Figure 51: Share of Lucozade conversation that Pink Lemonade and Orange flavours earn, by week, 26 May 2013-31 May 2014
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- Figure 52: Share of conversation that new Lucozade flavours have achieved, by month, 1 January 2012-31 May 2014
- Monster
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- Figure 53: Topic cloud around mentions of Monster, 26 May 2013-31 May 2014
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- Figure 54: Topic cloud around mentions of Monster in relation to drink, 26 May 2013-31 May 2014
- Relentless
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- Figure 55: Topic cloud around mentions of Relentless, 26 May 2013-31 May 2014
- Powerade
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- Figure 56: Topic cloud around mentions of Powerade, 26 May 2013-31 May 2014
Consumer – Frequency of Usage of Sports and Energy Drinks
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- Key points
- Three in five people drinks sports drinks
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- Figure 57: Usage of sports and energy drinks, March 2014
- Men remain more likely to drink sports and energy drinks
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- Figure 58: Usage of sports and energy drinks, by gender, March 2014
- Usage frequency remains low
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- Figure 59: Frequency of usage of sports and energy drinks, by type, March 2014
Consumer – Usage Occasions
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- Key points
- Drinking at home is the most popular occasion
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- Figure 60: Occasions for usage of sports and energy drinks, March 2014
- Sports usage remains low
- Usage in mixed drinks boosts energy drinks
- Older consumers are more likely to drink sports and energy drinks at home
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- Figure 61: Usage of sports and energy drinks at home, by age, March 2014
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- Figure 62: Tropicana energy launched in the UK, Q4 2014
- Energy drink usage occasions remain few
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- Figure 63: Repertoire of usage occasions of energy drinks, March 2014
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- Figure 64: Interests in ‘energy drinks made with all-natural ingredients’, by age, March 2014
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- Figure 65: Energy drinks using all-natural ingredients, Q2 2014
Consumer – Interest in Product Concepts
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- Key points
- Natural ingredients spark the most interest
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- Figure 66: Interest in emerging or new sports and energy drink concepts, March 2014
- All-natural sports or energy drinks of interest to half of adults
- Dilute-to-taste appeals to one in four
- Sports drinks with high protein could offer a platform for premiumisation
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- Figure 67: Sports drink users’ interest in high protein sports drinks, by income, March 2014
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- Figure 68: Interest in emerging or new sports and energy drink concepts among sport drink users, by drinking occasions, March 2014
- Natural ingredients appeal to non-users of sports and energy drinks
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- Figure 69: Interest in emerging or new sports and energy drink concepts among non-users, March 2014
- Dilution looks well-placed to win over non-users
Consumer – Attitudes Towards Sports and Energy Drinks
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- Key points
- Convincing consumers of the effectiveness of sports drinks is imperative
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- Figure 70: Attitudes towards sports drinks, March 2014
- Further guidance needed on choice of drink
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- Figure 71: Flavoured liquid water enhancer, MiO Sport, Q2 2014
- Media coverage sparks concerns about sports drinks
- Few people see sports drinks as being for athletes only
- The distrust in the effectiveness of sports drinks peaks among ABC1s
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- Figure 72: Agreement with the statement “It’s hard to tell if sports drinks actually work”, by usage of sports drinks, March 2014
- Clearer information on the ingredients of energy drinks is needed
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- Figure 73: Attitudes towards energy drinks, March 2014
- Half of users see ingredients as more important than brands
- ‘Light’ energy drinks show potential
- Adverse media coverage affects the core users of energy drinks
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- Figure 74: Energy drink users’ agreement with the statement ‘I’m worried about drinking energy drinks due to stories in the media’, by demographics, March 2014
Consumer – Attitudes Towards Feeling Tired
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- Key points
- Getting more out of the day can offer a powerful proposition for sports and energy drinks
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- Figure 75: Attitudes towards feeling tired, March 2014
- Energy drinks can tap into an emotional proposition
Appendix – Market Size and Forecast
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- Figure 76: Best- and worst-case forecasts for the sports and energy drinks market, by value, 2014-19
- Figure 77: Best- and worst-case forecasts for the sports and energy drinks market, by volume, 2014-19
- Figure 78: Best- and worst-case forecasts for the energy drinks market, by value, 2014-19
- Figure 79: Best- and worst-case forecasts for the energy drinks market, by volume, 2014-19
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- Figure 80: Best- and worst-case forecasts for the sports drinks market, by value, 2014-19
- Figure 81: Best- and worst-case forecasts for the sports drinks market, by volume, 2014-19
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Appendix – Brand Advertising, Perceptions and Social Media
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- Figure 82: Brand usage, February 2014
- Figure 83: Brand commitment, February 2014
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- Figure 84: Brand diversity, February 2014
- Figure 85: Brand satisfaction, February 2014
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- Figure 86: Brand recommendation, February 2014
- Figure 87: Brand attitude, February 2014
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- Figure 88: Brand image – Macro image, February 2014
- Figure 89: Brand image – Micro image, February 2014
- Figure 90: Share of conversation of selected sports and energy drink brands, 26 May 2013 – 31 May 2014
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- Figure 91: Topics of discussion around selected sports and energy drink brands, 26 May 2013-31 May 2014
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Appendix – Consumer – Frequency of Usage of Sports and Energy Drinks
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- Figure 92: Frequency of usage of sports and energy drinks, March 2014
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- Figure 93: Usage of any sports drinks, by demographics, March 2014
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- Figure 94: Usage of any energy drinks, by demographics, March 2014
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- Figure 95: Usage of any energy drinks or shots, by demographics, March 2014
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- Figure 96: Usage of sports drinks and not energy drinks or shots, by demographics, March 2014
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- Figure 97: Frequency of usage of branded sports drinks, by demographics, March 2014
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- Figure 98: Frequency of usage of own-label sports drinks, by demographics, March 2014
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- Figure 99: Frequency of usage of branded energy drinks, by demographics, March 2014
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- Figure 100: Frequency of usage of own-label energy drinks, by demographics, March 2014
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- Figure 101: Frequency of usage of energy shots, by demographics, March 2014
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Appendix – Consumer – Usage Occasions
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- Figure 102: Occasions for usage of sports and energy drinks, March 2014
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- Figure 103: Most popular occasions for usage of sports drinks, by demographics, March 2014
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- Figure 104: Next most popular occasions for usage of sports drinks, by demographics, March 2014
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- Figure 105: Other occasions for usage of sports drinks, by demographics, March 2014
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- Figure 106: Occasions for usage of energy drinks, by demographics, March 2014
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Appendix – Consumer – Interest in Product Concepts
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- Figure 107: Interest in emerging or new sports and energy drink concepts, March 2014
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- Figure 108: Sports drink users' interest in emerging or new sports and energy drink concepts, March 2014
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- Figure 109: Energy drink users' interest in emerging or new sports and energy drink concepts, March 2014
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- Figure 110: Interest in emerging or new sports and energy drink concepts among non-users of sports drinks, March 2014
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- Figure 111: Interest in emerging or new sports and energy drink concepts among non-users of energy drinks, March 2014
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- Figure 112: Most popular emerging or new sports drink concepts, by demographics, March 2014
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- Figure 113: Next most popular emerging or new sports drink concepts, by demographics, March 2014
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- Figure 114: Most popular emerging or new energy drink concepts, by demographics, March 2014
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- Figure 115: Next most popular emerging or new energy drink concepts, by demographics, March 2014
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- Figure 116: Most popular emerging or new sports drink concepts among sports drink users, by demographics, March 2014
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- Figure 117: Next most popular emerging or new sports drink concepts among sports drink users, by demographics, March 2014
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- Figure 118: Most popular emerging or new energy drink concepts among energy drink users, by demographics, March 2014
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- Figure 119: Next most popular emerging or new energy drink concepts among energy drink users, by demographics, March 2014
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- Figure 120: Most popular emerging or new sports drink concepts among non-users of sports drinks, by demographics, March 2014
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- Figure 121: Next most popular emerging or new sports drink concepts among non-users of sports drinks, by demographics, March 2014
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- Figure 122: Most popular emerging or new energy drink concepts among non-users of energy drinks, by demographics, March 2014
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- Figure 123: Next most popular emerging or new energy drink concepts among non-users of energy drinks, by demographics, March 2014
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- Figure 124: Interest in emerging or new sports and energy drink concepts among sports drink users, by usage occasions of sports drinks, March 2014
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- Figure 125: Interest in emerging or new sports and energy drink concepts among energy drink users, by usage occasions of energy drinks, March 2014
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Appendix – Consumer – Attitudes Towards Sports and Energy Drinks
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- Figure 126: Attitudes towards sports and energy drinks, March 2014
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- Figure 127: Sports drink users' attitudes towards sports and energy drinks, March 2014
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- Figure 128: Energy drink users' attitudes towards sports and energy drinks, March 2014
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- Figure 129: Attitudes towards sports and energy drinks among non-users of sports drinks, March 2014
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- Figure 130: Attitudes towards sports and energy drinks among non-users of energy drinks, March 2014
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- Figure 131: Agreement with the statement ‘I would like clearer information on what each ingredient in sports drinks do’, by demographics, March 2014
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- Figure 132: Agreement with the statement ‘It’s hard to tell if sports drinks actually work’, by demographics, March 2014
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- Figure 133: Agreement with the statement ‘It’s hard to know which sports drinks are right for me’, by demographics, March 2014
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- Figure 134: Agreement with the statement ‘I’m put off drinking sports drinks due to stories in the media ’, by demographics, March 2014
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- Figure 135: Agreement with the statement ‘Sports drinks are beneficial to athletes only’, by demographics, March 2014
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- Figure 136: Agreement with the statement ‘I would like clearer information on what the different ingredients in energy drinks do’, by demographics, March 2014
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- Figure 137: Agreement with the statement ‘It’s hard to know how much energy drinks you can safely drink per day’, by demographics, March 2014
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- Figure 138: Agreement with the statement ‘Supermarkets imposing an age limit on purchase of energy drinks would be a good thing’, by demographics, March 2014
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- Figure 139: Agreement with the statement ‘I would like to be able to control how strong an energy drink is’, by demographics, March 2014
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- Figure 140: Agreement with the statement ‘The brand doesn’t matter in energy drinks, just the effective ingredients’, by demographics, March 2014
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- Figure 141: Agreement with the statement ‘Diluting an energy drink with water is a good way to stop it being too strong’, by demographics, March 2014
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- Figure 142: Agreement with the statement ‘I’m worried about drinking energy drinks due to stories in the media’, by demographics, March 2014
- Sports drinks users’ attitudes towards sports drinks
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- Figure 143: Agreement with the statement ‘I would like clearer information on what each ingredient in sports drinks do’ among sports drink users, by demographics, March 2014
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- Figure 144: Agreement with the statement ‘It’s hard to know which sports drinks are right for me’ among sports drink users, by demographics, March 2014
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- Figure 145: Agreement with the statement ‘It’s hard to tell if sports drinks actually work’ among sports drink users, by demographics, March 2014
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- Figure 146: Agreement with the statement ‘I’m put off drinking sports drinks due to stories in the media’ among sports drink users, by demographics, March 2014
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- Figure 147: Agreement with the statement ‘Sports drinks are beneficial to athletes only’ among sports drink users, by demographics, March 2014
- Energy drink users’ attitudes towards energy drinks
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- Figure 148: Agreement with the statement ‘I would like clearer information on what the different ingredients in energy drinks do’ among energy drink users, by demographics, March 2014
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- Figure 149: Agreement with the statement ‘It’s hard to know how much energy drinks you can safely drink per day’ among energy drink users, by demographics, March 2014
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- Figure 150: Agreement with the statement ‘I would like to be able to control how strong an energy drink is’ among energy drink users, by demographics, March 2014
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- Figure 151: Agreement with the statement ‘Supermarkets imposing an age limit on purchase of energy drinks would be a good thing’ among energy drink users, by demographics, March 2014
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- Figure 152: Agreement with the statement ‘The brand doesn’t matter in energy drinks, just the effective ingredients’ among energy drink users, by demographics, March 2014
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- Figure 153: Agreement with the statement ‘Diluting an energy drink with water is a good way to stop it being too strong’ among energy drink users, by demographics, March 2014
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- Figure 154: Agreement with the statement ‘I’m worried about drinking energy drinks due to stories in the media’ among energy drink users, by demographics, March 2014
- Non-users’ attitudes towards sports drinks
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- Figure 155: Agreement with the statement ‘It’s hard to tell if sports drinks actually work’ among non-users of sports drinks, by demographics, March 2014
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- Figure 156: Agreement with the statement ‘I would like clearer information on what each ingredient in sports drinks do’ among non-users of sports drinks, by demographics, March 2014
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- Figure 157: Agreement with the statement ‘It’s hard to know which sports drinks are right for me’ among non-users of sports drinks, by demographics, March 2014
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- Figure 158: Agreement with the statement ‘I’m put off drinking sports drinks due to stories in the media’ among non-users of sports drinks, by demographics, March 2014
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- Figure 159: Agreement with the statement ‘Sports drinks are beneficial to athletes only’ among non-users of sports drinks, by demographics, March 2014
- Non-users’ attitudes towards energy drinks
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- Figure 160: Agreement with the statement ‘I would like clearer information on what the different ingredients in energy drinks do’ among non-users of energy drinks, by demographics, March 2014
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- Figure 161: Agreement with the statement ‘It’s hard to know how much energy drinks you can safely drink per day’ among non-users of energy drinks, by demographics, March 2014
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- Figure 162: Agreement with the statement ‘Supermarkets imposing an age limit on purchase of energy drinks would be a good thing’ among non-users of energy drinks, by demographics, March 2014
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- Figure 163: Agreement with the statement ‘The brand doesn’t matter in energy drinks, just the effective ingredients’ among non-users of energy drinks, by demographics, March 2014
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- Figure 164: Agreement with the statement ‘I would like to be able to control how strong an energy drink is’ among non-users of energy drinks, by demographics, March 2014
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- Figure 165: Agreement with the statement ‘I’m worried about drinking energy drinks due to stories in the media’ among non-users of energy drinks, by demographics, March 2014
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- Figure 166: Agreement with the statement ‘Diluting an energy drink with water is a good way to stop it being too strong’ among non-users of energy drinks, by demographics, March 2014
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Appendix – Consumer – Attitudes Towards Feeling Tired
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- Figure 167: Attitudes towards feeling tired, March 2014
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- Figure 168: Agreement with the statement ‘I often feel tired’, by demographics, March 2014
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- Figure 169: Agreement with the statement ‘Feeling tired puts me in a bad mood’, by demographics, March 2014
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- Figure 170: Agreement with the statement ‘I get irritated easily when I’m tired’, by demographics, March 2014
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- Figure 171: Agreement with the statement ‘Feeling tired makes me feel less confident’, by demographics, March 2014
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- Figure 172: Agreement with the statement ‘I don’t feel like spending time with others when I’m tired’, by demographics, March 2014
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- Figure 173: Agreement with the statement ‘Activities I normally enjoy aren’t as much fun when I’m tired’, by demographics, March 2014
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- Figure 174: Agreement with the statement ‘I get more out of my day when I feel more alert’, by demographics, March 2014
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- Figure 175: Agreement with the statement ‘I’m more fun to be around when I’m feeling energetic’, by demographics, March 2014
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- Figure 176: Agreement with the statement ‘I hate feeling low on energy’, by demographics, March 2014
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