Sports and Energy Drinks - China - July 2014
To sustain the growth, brands need to go beyond using vitamin enriched drinks as the only way to convey a healthy image for sports and energy drinks. Consumers’ concern over negative ingredients suggests there is potential demand for more products with natural ingredients, reduced calorie and are free from additives.
- Eileen Ngieng, Senior Research Analyst
This report answers the following questions:
- Is vitamin drink positioning enough to convey the healthy image?
- Why should brands also talk to light users?
- What can brands do to expand the usage occasion?
- What flavour innovations can excite the market?
This report follows the same definition as in Mintel’s Sports and Energy Drinks – China, July 2013 report.
Energy drinks market covers sugar-free and regular energy drinks and shots. This includes caffeine/guarana, taurine and other products in powdered, soluble tablets, RTD and liquid concentrate/gel formats. It excludes sports drinks specifically designed to replace minerals/energy lost during exercise. Energy drinks are marketed with additives specifically designed to increase alertness.
Product examples include Red Bull and Ichimore. Brands such as Glacéau vitamin water, which offers energy-enhancing benefits, are also included in the discussion of energy drinks.
Sports drinks market covers liquid and powdered sports drinks. Sports drinks are designed to replace energy and minerals lost during exercise. This includes hypotonic, isotonic, hypertonic and protein-based drinks in powdered, soluble tablets and liquid format. It excludes energy drinks which do not replace minerals but promote only greater alertness, sports nutrition products, such as protein powders, amino acids, creatine tablets/powders and ‘power’ bars (cereal bars with added vitamins and minerals) as well as powders, tablets and capsules designed to build muscle or aid weight gain.
Product examples include Gatorade and Pocari Sweat. Brands such as Mizone, which began as a sports drink, but has shifted to position as vitamin-fortified functional water, is considered a sports drink in this report.
Both market sizes comprise sales through all retail channels including direct to consumer including vending machines. Market value is calculated at prices in retailers. Although certain sports and energy drinks brands are sold through on-trade channels, the overall importance to the total category is insignificant. Therefore, on-trade sales are not included in the scope of this report.
For usage frequencies, the following definitions are used:
- Heavy users = Users for “Once a day or more”
- Medium users = Users for “Several times a week” and “Once a week”
- Light users = Users for “Two-three times a month” and “Once a month or less”. Non-users = Users for “Have not drunk this in the past six months”.
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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