Table of Contents
Introduction
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- Definition
- Methodology
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Retail volume sales of sports drinks in China, 2009-19
- Figure 2: Retail value sales of sports drinks in China, 2009-19
- Figure 3: Retail volume sales of energy drinks in China, 2009-19
- Figure 4: Retail value sales of energy drinks in China, 2009-19
- Companies and brands
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- Figure 5: Leading sports drinks companies, % market share, by volume, 2013
- Figure 6: Leading energy drinks companies, % market share, by volume, 2013
- The consumer
- Frequency of consumption
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- Figure 7: Frequency of drinking sports and energy drinks, April 2014
- Reasons of rejection
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- Figure 8: Reasons for rejecting sports and energy drinks, April 2014
- Consumption occasions
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- Figure 9: Occasions of drinking sports and energy drinks, by sub-category, April 2014
- Purchase locations
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- Figure 10: Locations of purchasing sports and energy drinks, April 2014
- Key purchasing factors
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- Figure 11: Most important factors to purchase sports and energy drinks, April 2014
- Attitudes towards sports and energy drinks
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- Figure 12: Agreement with sports and energy drinks statements, April 2014
- Key issues
- Is vitamin drink positioning enough to convey the healthy image?
- Why should brands talk to light users?
- What can brands do to expand the usage occasion?
- What flavour innovations can excite the market?
- What we think
Issues and Insights
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- Is vitamin drink positioning enough to convey the healthy image?
- The facts
- The implications
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- Figure 13: Health claims for sports and energy drinks by country, 2011-14
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- Figure 14: New sports and energy drinks with naturalness claims, UK, Germany and Spain, 2014
- Why should brands also talk to light users?
- The facts
- The implications
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- Figure 15: New energy drinks targeting women, US and Japan, spring 2014
- What can brands do to expand the usage occasion?
- The facts
- The implications
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- Figure 16: Sports and energy drinks launched for different occasions, Japan and Korea, 2011-13
- What flavour innovations can excite the market?
- The facts
- The implications
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- Figure 17: New product launches in drinks markets, by flavour category, China July 2013-June 2014
Trend Applications
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- Allow maximum self-expression
- A drink to celebrate women
- Bring back the senses
Market Size and Forecast
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- Key points
- Market size
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- Figure 18: Retail volume and value of China’s sports and energy drinks market, 2009-14
- How China is different from other markets
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- Figure 19: Retail volume consumption per capita of sports and energy drinks, by country, 2014
- Figure 20: Top soft drinks market by retail value, Australia, China, Japan, UK and US, 2013
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- Figure 21: Segment importance in sports and energy drinks, China and UK, 2013
- Encouraging performance in the last few years
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- Figure 22: Retail value sales and share of importance in soft drinks, by category, China, 2010 versus 2013
- Market forecast
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- Figure 23: Retail volume sales of sports drinks in China, 2009-19
- Figure 24: Retail value sales of sports drinks in China, 2009-19
- Figure 25: Retail volume sales of energy drinks in China, 2009-19
- Figure 26: Retail value sales of energy drinks in China, 2009-19
- Forecast methodology
- Market drivers
- Market barriers
Market Share
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- Key points
- Danone and Red Bull continue to lead in each market
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- Figure 27: Sports drink market share, by value and volume 2012-13
- Figure 28: Energy drink market share, by value and volume 2012-13
Who’s Innovating?
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- Key points
- Still a relatively quiet market compared to others
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- Figure 29: Share of new product launches by soft drinks category, China 2012-14 (July)
- Innovation trends
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- Figure 30: Top five claims in sports drinks market, China 2011-13
- Figure 31: Top five claims in energy drinks market, China 2011-13
- Gaps in flavour innovation
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- Figure 32: Top 10 flavour launches in sports and energy drinks market, China 2011-13
- What brands are doing?
- Now Big for Mizone
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- Figure 33: Mizone launches “Niu Yin Zhuang”, China 2014
- Pocari Sweat goes small
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- Figure 34: Pocari Sweat launches 350ml pack size, China 2014
- Coca-Cola joins the category-blurring game with Aquarius
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- Figure 35: Coca-Cola launches Aquarius, China 2014
- Tohkin increased investment with new brand Vita Care
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- Figure 36: Tohkin launches Vita Care, China 2014
- Hi-Tiger undercuts the price of energy drinks
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- Figure 37: Dali launches Hi-Tiger, China 2013
- Gatorade eyes on football with “Fight At Nights”
- Suntory unveils its newly designed Super Ultima
Companies and Brands
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- Groupe Danone S.A.
- PepsiCo Inc
- Nongfu Spring Co Ltd
- Otsuka Pharmaceuticals Co Ltd
- Red Bull Vitamin Drink Co Ltd
- Tohkin Group
- Suntory Holdings Limited
- Hangzhou Wahaha Group Co Ltd
The Consumer – Frequency of Consumption
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- Key points
- The majority are medium and light users
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- Figure 38: Frequency of drinking sports and energy drinks, April 2014
- A clear core target group
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- Figure 39: Frequency of drinking sports drinks, by demographics, April 2014
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- Figure 40: Frequency of drinking energy drinks, by demographics, April 2014
- Families with children have higher demand for energy drinks
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- Figure 41: Frequency of drinking energy drinks, by family status, April 2014
- City level differences prevail
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- Figure 42: Frequency of drinking sports and energy drinks, by city, April 2014
The Consumer – Reasons of Rejection
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- Key points
- Consumer perceptions are changing
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- Figure 43: Reasons for rejecting sports and energy drinks, April 2014
- Different reasons of rejection by rare users and non-users
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- Figure 44: Reasons for rejecting sports and energy drinks, by sports drink rare and non-users, April 2014
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- Figure 45: Reasons for rejecting sports and energy drinks, by energy drink rare and non-users, April 2014
- Young adults dislike an artificial product image and find flavours dull
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- Figure 46: Selected reasons for rarely (once a month or less) or never drunk sports and energy drinks, by age, April 2014
- Women, older consumers and families with children prefer healthier alternatives
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- Figure 47: Selected reasons for rarely (once a month or less) or never drunk sports and energy drinks, by demographics, April 2014
- Consumers from tier two/three cities are more put off by price and flavour
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- Figure 48: Selected reasons for rarely (once a month or less) or never drunk sports and energy drinks, by city tier, April 2014
The Consumer – Consumption Occasions
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- Key points
- More diversified consumption occasions
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- Figure 49: Occasions of drinking sports drinks, April 2014
- These emerging new consumption occasions drive usage frequency
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- Figure 50: Occasions of drinking sports drinks, by heavy and light users, April 2014
- Potential for energy drinks to be a social drink
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- Figure 51: Selected occasions of drinking energy drinks, by gender, April 2014
- Busier and vibrant lifestyles of tier one cities fuels growth
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- Figure 52: Selected occasions of drinking sports and energy drinks, by city tier, April 2014
The Consumer – Purchase Locations
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- Key points
- Three quarters of users buy from at least three different channels
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- Figure 53: Locations of purchasing sports and energy drinks, April 2014
- Families and singles shop differently to fit their lifestyles
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- Figure 54: Selected locations of purchasing sports and energy drinks, by demographics, April 2014
- About half of gym users who drink sports drinks buy on the spot
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- Figure 55: % of people buying sports and energy drinks at the gym, by demographics, April 2014
- Faster-pace tier one cities embrace convenience retailing
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- Figure 56: Selected locations of purchasing sports and energy drinks, by city tier, April 2014
The Consumer – Key Purchasing Factors
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- Key points
- Natural ingredients have become as important as brand
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- Figure 57: Most important factors for purchasing sports and energy drinks, April 2014
- Celebrity endorsement least important
- Men want efficacy and prefer well-known brands, while women like low calorie and appealing packaging
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- Figure 58: Selected most important factors for purchasing sports and energy drinks, by gender, April 2014
- Taste and promotion driven low income groups
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- Figure 59: Selected most important factors for purchasing sports and energy drinks, by income, April 2014
The Consumer – Attitudes towards Sports and Energy Drinks
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- Key points
- Build consumer confidence through more transparent product labelling
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- Figure 60: Attitude towards product labelling, April 2014
- Strong interest in seeing a wider variety of products
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- Figure 61: Attitudes towards new product innovation, April 2014
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- Figure 62: Agreement with “I am interested in trying sports and energy drinks in different formats”, by user types, April 2014
- Lifestyle plays a more important role in consumers’ choice
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- Figure 63: General attitudes towards sports and energy drinks, April 2014
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- Figure 64: General attitudes towards sports and energy drinks, by user types, April 2014
Appendix – Frequency of Consumption
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- Figure 65: Frequency of drinking sports and energy drinks, April 2014
- Figure 66: Frequency of drinking sports and energy drinks (continued), April 2014
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- Figure 67: Frequency of drinking sports drinks, by demographics, April 2014
- Figure 68: Frequency of drinking sports drinks, by demographics (continued), April 2014
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- Figure 69: Frequency of drinking energy drinks, by demographics, April 2014
- Figure 70: Frequency of drinking energy drinks, by demographics (continued), April 2014
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Appendix – Reasons of Rejection
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- Figure 71: Reasons for rejecting sports and energy drinks, April 2014
- Figure 72: Most popular reasons for rejecting sports and energy drinks, by demographics, April 2014
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- Figure 73: Next popular reasons for rejecting sports and energy drinks, by demographics, April 2014
- Figure 74: Other reasons for rejecting sports and energy drinks, by demographics, April 2014
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- Figure 75: Reasons for rejecting sports and energy drinks, by use frequency, April 2014
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Appendix – Consumption Occasions
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- Figure 76: Occasions of drinking sports and energy drinks, April 2014
- Figure 77: Occasions of drinking sports drinks, by demographics, April 2014
- Figure 78: Occasions of drinking sports drinks, by demographics, April 2014 (continued)
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- Figure 79: Occasions of drinking energy drinks, by demographics, April 2014
- Figure 80: Occasions of drinking energy drinks, by demographics. April 2014 (continued)
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- Figure 81: Occasions of drinking sports drinks, by consumption frequency, April 2014
- Figure 82: Occasions of drinking energy drinks, by consumption frequency, April 2014
- Repertoire analysis
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- Figure 83: Repertoire of occasions of drinking sports drinks, by demographics, April 2014
- Figure 84: Repertoire of occasions of drinking energy drinks, by demographics, April 2014
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Appendix – Purchase Location
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- Figure 85: Locations of purchasing sports and energy drinks, April 2014
- Figure 86: Most popular locations of purchasing sports and energy drinks, by demographics, April 2014
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- Figure 87: Next most popular locations of purchasing sports and energy drinks, by demographics, April 2014
- Repertoire analysis
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- Figure 88: Repertoire of locations of purchasing sports and energy drinks, by demographics, April 2014
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Appendix – Key Purchasing Factors
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- Figure 89: Most important factors for purchasing sports and energy drinks, April 2014
- Figure 90: Most important factors for purchasing sports and energy drinks – Rank 1, by demographics, April 2014
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- Figure 91: Most important factors for purchasing sports and energy drinks – Rank 1, by demographics, April 2014 (continued)
- Figure 92: Other important factors for purchasing sports and energy drinks – Rank 1, by demographics, April 2014
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- Figure 93: Most important purchasing factors for sports and energy drinks – Rank 2, by demographics, April 2014
- Figure 94: Most important factors for purchasing sports and energy drinks – Rank 2, by demographics April 2014, (continued)
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- Figure 95: Other important factors for purchasing sports and energy drinks – Rank 2, by demographics, April 2014
- Figure 96: Most important factors for purchasing sports and energy drinks – Rank 3, by demographics, April 2014
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- Figure 97: Most important factors for purchasing sports and energy drinks – Rank 3, by demographics April 2014, (continued)
- Figure 98: Other important factors for purchasing sports and energy drinks – Rank 3, by demographics, April 2014
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Appendix – Attitudes towards Sports and Energy Drinks
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- Figure 99: Attitudes towards sports and energy drinks, by demographics, April 2014
- Figure 100: Agreement with the statement ‘Sports and energy drinks without additives’, by demographics, April 2014
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- Figure 101: Agreement with the statement ‘I would be interested in trying sports and energy drinks that come in a unique flavour’, by demographics, April 2014
- Figure 102: Agreement with the statement ‘More information should be provided on the product label of sports and energy drinks’, by demographics, April 2014
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- Figure 103: Agreement with the statement ‘Sports and energy drinks can provide a better energy boost than other soft drinks’, by demographics, April 2014
- Figure 104: Agreement with the statement ‘There is not a wide range of different packs of sports and energy drinks for on-the-go occasions’, by demographics, April 2014
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- Figure 105: Agreement with the statement ‘I am interested in trying sports and energy drinks in different formats’, by demographics, April 2014
- Figure 106: Agreement with the statement ‘I would like to see more sports and energy drinks designed for specific groups’, by demographics, April 2014
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- Figure 107: Agreement with the statement ‘Sports and energy drinks are suitable for those who do a lot of physical activity or exercise’, by demographics, April 2014
- Figure 108: Agreement with the statement ‘Drinking sports and energy drinks has become a part of my lifestyle’, by demographics, April 2014
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- Figure 109: Agreement with the statement ‘I would like to see more sports and energy drinks designed for various occasions’, by demographics, April 2014
- Figure 110: Agreement with the statement ‘Sports and energy drinks are suitable for drinking throughout the day’, by demographics, April 2014
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- Figure 111: Agreement with the statement ‘Drinking too many sports and energy drinks could be harmful to your health’, by demographics, April 2014
- Figure 112: Attitudes towards sports and energy drinks, by consumption frequency, April 2014
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