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Energy and Sports Drinks - Canada - August 2015

“The challenge for energy drink brands is altering negative perceptions of their authenticity, as well as their negative side effects. Naturally sourced ingredients in energy and sports drinks are important to consumers, as is providing validity to the benefits of these ingredients and documentation of their origins through multimedia channels.”
– Andrew Zmijak, Research Analyst, Consumer Behaviour and Social Media

This report discusses the following key topics:

  • Changing negative perceptions of energy drinks 
  • Reaching the Disengaged consumer
  • Increasing the use of natural ingredients in energy and sports drinks

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Table of contents

  1. Introduction

      • Definition
        • Excluded
          • Abbreviations
          • Executive Summary

              • Market drivers
                • Canada’s population is ageing and will continue to do so in the coming years
                  • Figure 1: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                • The consumer
                  • Sports drink consumption dominates
                    • Figure 2: Energy and sports drinks usage (nets), April 2015
                  • Males aged 18-34 are among the largest consumers of energy and sports drinks
                    • Figure 3: Energy and sports drinks usage, April 2015
                  • Canadians typically consume energy drinks at work, pre/post/during exercise and/or on the go
                    • Figure 4: Energy drink/shot usage occasions, April 2015
                  • Sports drinks are most likely to be drunk before, during or after a workout/participating in a sport
                    • Figure 5: Sports drinks usage occasions, April 2015
                  • Summary of interest in new/emerging sports and energy drinks
                    • Figure 6: Interest in new or emerging energy and sports drink concepts, April 2015
                  • Summary of attitudes towards energy and sports drinks
                    • Figure 7: Summary of attitudes towards energy and sports drinks, April 2015
                  • Canadian lifestyles are polarised
                    • Figure 8: Summary of lifestyle statements, April 2015
                  • What we think
                  • Issues and Insights

                      • Changing negative perceptions of energy drinks
                        • The facts
                          • The implications
                            • Reaching the Disengaged consumer
                              • The facts
                                • The implications
                                  • Increasing the use of natural ingredients in energy and sports drinks
                                    • The facts
                                      • The implications
                                        • Providing consumption guidelines and more nutritional information
                                          • The facts
                                            • The implications
                                            • Trend Application

                                                • Factory Fear
                                                  • Prove It
                                                    • Guiding Choice
                                                    • Market Drivers

                                                      • Key points
                                                        • Economic overview
                                                          • Overall negative impact of lower oil prices on the Canadian economy
                                                            • Figure 9: Canada’s GDP, by quarter, Q4 2008-Q4 2014
                                                            • Figure 10: Household disposable incomes and savings in Canada, by quarter, Q4 2008-Q4 2014
                                                            • Figure 11: Canada’s unemployment rate, by gender, January 2008-January 2015
                                                          • Impact of inflation and exchange rates
                                                            • Figure 12: Inflation rates in Canada (%), 2004-14
                                                          • Outlook on the real estate and housing market
                                                            • Consumer confidence
                                                              • Figure 13: Consumer Confidence Index, monthly, January 2008-February 2015
                                                            • Household debt in Canada
                                                              • Demographic overview
                                                                • Population count and growth in Canada
                                                                  • Figure 14: Share of population of Canada, by territory/province, 2015 (projected)
                                                                • Minority groups account for less than 20% of Canada’s population
                                                                  • Figure 15: Estimated population of Canada, by ethnicity, 2011
                                                                • Canada’s population is expected to age in the coming years
                                                                  • Figure 16: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                                                                  • Figure 17: Projected trends in the age structure of the Canada population, 2014-19
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • Overall launch increase of energy drinks supported by new products
                                                                    • Figure 18: Percentage of energy drink launches in Canada, by launch type, 2012-14
                                                                  • New sports drink products saw progressive increase in launches
                                                                    • Figure 19: Percentage of sports drink launches in Canada, by launch type, 2012-14
                                                                  • Natural ingredient claims grow
                                                                    • Demand high for natural energy and sports drinks
                                                                      • Figure 20: Runa Berry Clean Energy Sparkling Drink, March 2014
                                                                      • Figure 21: Runa Clean Energy Original Energy Sparkling Drink, April 2014
                                                                    • Alternative ingredients are being explored
                                                                      • Figure 22: Starbucks Refreshers Blueberry Acai Sparkling Green Coffee Beverage, May 2014
                                                                    • Sports drinks geared around physical activity
                                                                        • Figure 23: RE7 Performance Recovery Drink, October 2014
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Energy and sports drink market to see slow but steady growth in sales
                                                                          • Figure 24: Canada value sales of energy and sports drinks, at current and constant prices, total market, 2010-20
                                                                          • Figure 25: Canada volume sales of energy and sports drinks, total market, 2010-20
                                                                          • Figure 26: Forecast of total value sales of energy and sports drinks, 2010-20
                                                                          • Figure 27: Forecast of total volume sales of energy and sports drinks, 2010-20
                                                                        • Energy drinks are to see growth rates of 1-3% between 2015 and 2020
                                                                          • Figure 28: Canada value sales of energy drinks, at current and constant prices, 2010-20
                                                                          • Figure 29: Canada volume sales of energy drinks, 2010-20
                                                                          • Figure 30: Forecast of value sales of energy drinks, 2010-20
                                                                          • Figure 31: Forecast of volume sales of energy drinks, 2010-20
                                                                        • Sports drinks to grow slow and steadily through 2020
                                                                          • Figure 32: Canada value sales for sports drinks, at current and constant prices, 2010-20
                                                                          • Figure 33: Canada volume sales for sports drinks, 2010-20
                                                                          • Figure 34: Forecast of value sales for sports drinks, 2010-20
                                                                          • Figure 35: Forecast of volume sales for sports drinks, 2010-20
                                                                        • Forecast methodology
                                                                        • Market Segmentation and Share

                                                                          • Key points
                                                                            • Regular energy drinks dominated value sales and volume
                                                                              • Figure 36: Canada volume sales (m litres) of energy drinks, 2011-14
                                                                              • Figure 37: Canada value sales (m CAD) of energy drinks, 2011-14
                                                                            • Monster Beverage Corporation led in volume for energy drinks while Red Bull GmbH took the largest share in value sales
                                                                              • Figure 38: Company retail market share, by volume (%), energy drinks, 2011-14
                                                                              • Figure 39: Company retail market share, by value (%), energy drinks, 2011-14
                                                                            • Liquid/ready to drink made up the vast majority of the market for sports drinks
                                                                              • Figure 40: Canada volume sales (m litres) of sports drinks, 2011-14
                                                                              • Figure 41: Canada value sales (m CAD) of sports drinks, 2011-14
                                                                            • PepsiCo reigns as the dominant market player in sports drinks in Canada, leading in volume and value sales
                                                                              • Figure 42: Company retail market share, by volume (%), sports drinks, 2012-14
                                                                              • Figure 43: Company retail market share, by value (%), sports drinks, 2012-14
                                                                          • Companies and Products

                                                                              • Red Bull
                                                                                • Overview and company information
                                                                                  • Recent activity
                                                                                    • Gatorade
                                                                                      • Overview and company information
                                                                                        • Recent activity
                                                                                          • Powerade
                                                                                            • Overview and company information
                                                                                              • Recent activity
                                                                                                • Monster Energy
                                                                                                  • Overview and company information
                                                                                                    • Recent activity
                                                                                                      • Starbucks
                                                                                                        • Overview and company information
                                                                                                          • Recent activity
                                                                                                            • 5-hour Energy
                                                                                                              • Overview and company information
                                                                                                                • Recent activity
                                                                                                                • Social Media – Energy and Sports Drinks

                                                                                                                  • Key findings
                                                                                                                    • Market overview
                                                                                                                      • Key social media metrics
                                                                                                                        • Figure 44: Key social media metrics, August 2015
                                                                                                                      • Brand usage and awareness
                                                                                                                        • Figure 45: Brand usage and awareness for selected energy and sports drink brands, April 2015
                                                                                                                      • Interactions with energy and sports drink brands
                                                                                                                        • Figure 46: Interactions with selected energy and sports drink brands, April 2015
                                                                                                                      • Social media activity and campaigns
                                                                                                                        • What we think
                                                                                                                          • Online conversations
                                                                                                                            • Figure 47: Online conversations for selected energy and sports drink brands, by day, July 30, 2014-July 30, 2015
                                                                                                                          • Where are people talking about energy and sports drink brands?
                                                                                                                            • Figure 48: Online conversations for selected energy and sports drink brands, by page type, July 30, 2014-July 30, 2015
                                                                                                                          • What are people talking about?
                                                                                                                            • Figure 49: Topics of conversation around selected energy and sports drink brands, July 30, 2014-July 30, 2015
                                                                                                                        • The Consumer – Usage of Energy and Sports Drinks

                                                                                                                          • Key points
                                                                                                                            • Sports drink consumption dominates
                                                                                                                              • Figure 50: Energy and sports drinks usage (nets), April 2015
                                                                                                                            • Males aged 18-34 are among the largest consumers of energy and sports drinks
                                                                                                                              • Figure 51: Energy and sports drinks usage, April 2015
                                                                                                                            • Close to a third of consumers have consumed one or two types of energy/sports drinks
                                                                                                                              • Figure 52: Repertoire of energy and sports drinks usage, April 2015
                                                                                                                          • The Consumer – Energy and Sports Drink Occasions

                                                                                                                            • Key points
                                                                                                                              • Canadians typically consume energy drinks at work, pre/post/during exercise and/or on the go
                                                                                                                                • Figure 53: Energy drink/shot usage occasions, April 2015
                                                                                                                              • Sports drinks are most likely to be drunk before, during or after a workout/participating in a sport
                                                                                                                                • Figure 54: Sports drinks usage occasions, April 2015
                                                                                                                            • The Consumer – New or Emerging Energy and Sports Drink Concepts

                                                                                                                              • Key points
                                                                                                                                • Summary of interest in new/emerging sports and energy drinks
                                                                                                                                  • Figure 55: Interest in new or emerging energy and sports drink concepts, April 2015
                                                                                                                                • There is great interest in all-natural ingredients
                                                                                                                                  • Figure 56: Interest in more natural energy and sports drink concepts, April 2015
                                                                                                                                • Alternative ingredients are appealing
                                                                                                                                  • Figure 57: Interest in ingredient-based new or emerging energy and sports drink concepts, April 2015
                                                                                                                                • Younger consumers are more interested in drinks in different concentrations
                                                                                                                                  • Figure 58: Interest in new or emerging energy and sports drink concepts (concentration-specific), April 2015
                                                                                                                              • The Consumer – Attitudes towards Energy and Sports Drinks

                                                                                                                                • Key points
                                                                                                                                  • Summary of attitudes towards energy and sports drinks
                                                                                                                                    • Figure 59: Summary of attitudes towards energy and sports drinks, April 2015
                                                                                                                                  • Natural beverages are preferred over sports drinks
                                                                                                                                    • Figure 60: Attitudes towards sports drinks, April 2015
                                                                                                                                  • More information is needed to help consumers feel comfortable with energy drinks
                                                                                                                                    • Figure 61: Attitudes towards energy drink ingredients, April 2015
                                                                                                                                  • Consumers are interested in new varieties of energy drinks
                                                                                                                                    • Figure 62: Attitudes towards energy drink (selected), April 2015
                                                                                                                                • The Consumer – Lifestyle Statements

                                                                                                                                  • Key points
                                                                                                                                    • Canadian lifestyles are polarised
                                                                                                                                      • Figure 63: Summary of lifestyle statements, April 2015
                                                                                                                                    • Consumers are watching their weight and staying physically fit
                                                                                                                                      • Figure 64: Lifestyle statements, April 2015
                                                                                                                                      • Figure 65: Lifestyle statements, April 2015
                                                                                                                                  • The Consumer – Target Groups

                                                                                                                                    • Key points
                                                                                                                                      • Four target groups
                                                                                                                                        • Figure 66: Target groups, April 2015
                                                                                                                                      • The Demanding (30%)
                                                                                                                                        • Disengaged (26%)
                                                                                                                                          • The Overly Cautious (24%)
                                                                                                                                            • Energy Drink Enthusiasts (20%)

                                                                                                                                            Companies Covered

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                                                                                                                                            Energy and Sports Drinks - Canada - August 2015

                                                                                                                                            US $3,995.00 (Excl.Tax)