Sports and Energy Drinks - China - July 2013
“Sports and energy drinks, with their functional benefits and healthy image by association with vitamins, are gaining importance and popularity in the market. However, remain significantly smaller categories by comparison to other soft drink markets, and currently face critical challenges to growing consumption. Therefore, brands need to unlock the growth potential by increasing product relevance to a wider pool of consumers, convincing them that the drinks can play a role in their daily lives.”
– Ruyi Xu, Deputy Research Manager
Some questions answered in this report include:
- How can sports and energy drinks improve their product relevance to Chinese consumers?
- What are the opportunities to grow the sports and energy drink market?
- Is stepping out of the category and repositioning into functional water a viable positioning strategy for growth?
- How can sports and energy drinks engage more female consumers?
Sports and energy drinks posted a healthy value CAGR of 16% over 2008-13, while China’s total soft drink market slowed growth to low double-digit rates since 2011. This shows that sports and energy drinks, with their functional benefits and healthy image by association with vitamins, are gaining importance and popularity in the market.
“However, sports and energy drinks remain significantly smaller categories by comparison to other soft drink markets, and currently face critical challenges to growing consumption. Their male-focused marketing and limited perceived consumption occasions have resulted in a narrow user base (men, aged 20-29) and low consumption frequency.
“Therefore, brands need to unlock the growth potential by increasing product relevance to a wider pool of consumers, convincing them that the drinks can play a role in their daily lives.
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