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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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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

              • The market
                  • 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
                  • 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
                    • Figure 7: Frequency of drinking sports and energy drinks, April 2014
                  • Reasons of rejection
                    • Figure 8: Reasons for rejecting sports and energy drinks, April 2014
                  • Consumption occasions
                    • Figure 9: Occasions of drinking sports and energy drinks, by sub-category, April 2014
                  • Purchase locations
                    • Figure 10: Locations of purchasing sports and energy drinks, April 2014
                  • Key purchasing factors
                    • Figure 11: Most important factors to purchase sports and energy drinks, April 2014
                  • Attitudes towards sports and energy drinks
                    • 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

                                • Is vitamin drink positioning enough to convey the healthy image?
                                  • The facts
                                    • The implications
                                      • Figure 13: Health claims for sports and energy drinks by country, 2011-14
                                      • 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
                                            • 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
                                                  • 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
                                                      • Figure 17: New product launches in drinks markets, by flavour category, China July 2013-June 2014
                                                  • Trend Applications

                                                      • Allow maximum self-expression
                                                        • A drink to celebrate women
                                                          • Bring back the senses
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Market size
                                                                • Figure 18: Retail volume and value of China’s sports and energy drinks market, 2009-14
                                                              • How China is different from other markets
                                                                • 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
                                                                • Figure 21: Segment importance in sports and energy drinks, China and UK, 2013
                                                              • Encouraging performance in the last few years
                                                                • Figure 22: Retail value sales and share of importance in soft drinks, by category, China, 2010 versus 2013
                                                              • Market forecast
                                                                • 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

                                                                    • Key points
                                                                      • Danone and Red Bull continue to lead in each market
                                                                        • 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?

                                                                      • Key points
                                                                        • Still a relatively quiet market compared to others
                                                                          • Figure 29: Share of new product launches by soft drinks category, China 2012-14 (July)
                                                                        • Innovation trends
                                                                          • 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
                                                                          • Figure 32: Top 10 flavour launches in sports and energy drinks market, China 2011-13
                                                                        • What brands are doing?
                                                                          • Now Big for Mizone
                                                                            • Figure 33: Mizone launches “Niu Yin Zhuang”, China 2014
                                                                          • Pocari Sweat goes small
                                                                            • Figure 34: Pocari Sweat launches 350ml pack size, China 2014
                                                                          • Coca-Cola joins the category-blurring game with Aquarius
                                                                            • Figure 35: Coca-Cola launches Aquarius, China 2014
                                                                          • Tohkin increased investment with new brand Vita Care
                                                                            • Figure 36: Tohkin launches Vita Care, China 2014
                                                                          • Hi-Tiger undercuts the price of energy drinks
                                                                            • 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

                                                                              • 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

                                                                                              • Key points
                                                                                                • The majority are medium and light users
                                                                                                  • Figure 38: Frequency of drinking sports and energy drinks, April 2014
                                                                                                • A clear core target group
                                                                                                  • Figure 39: Frequency of drinking sports drinks, by demographics, April 2014
                                                                                                  • Figure 40: Frequency of drinking energy drinks, by demographics, April 2014
                                                                                                • Families with children have higher demand for energy drinks
                                                                                                  • Figure 41: Frequency of drinking energy drinks, by family status, April 2014
                                                                                                • City level differences prevail
                                                                                                    • Figure 42: Frequency of drinking sports and energy drinks, by city, April 2014
                                                                                                • The Consumer – Reasons of Rejection

                                                                                                  • Key points
                                                                                                    • Consumer perceptions are changing
                                                                                                      • Figure 43: Reasons for rejecting sports and energy drinks, April 2014
                                                                                                    • Different reasons of rejection by rare users and non-users
                                                                                                      • Figure 44: Reasons for rejecting sports and energy drinks, by sports drink rare and non-users, April 2014
                                                                                                      • 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
                                                                                                      • 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
                                                                                                      • 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
                                                                                                      • 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

                                                                                                    • Key points
                                                                                                      • More diversified consumption occasions
                                                                                                        • Figure 49: Occasions of drinking sports drinks, April 2014
                                                                                                      • These emerging new consumption occasions drive usage frequency
                                                                                                        • Figure 50: Occasions of drinking sports drinks, by heavy and light users, April 2014
                                                                                                      • Potential for energy drinks to be a social drink
                                                                                                        • Figure 51: Selected occasions of drinking energy drinks, by gender, April 2014
                                                                                                      • Busier and vibrant lifestyles of tier one cities fuels growth
                                                                                                        • Figure 52: Selected occasions of drinking sports and energy drinks, by city tier, April 2014
                                                                                                    • The Consumer – Purchase Locations

                                                                                                      • Key points
                                                                                                        • Three quarters of users buy from at least three different channels
                                                                                                          • Figure 53: Locations of purchasing sports and energy drinks, April 2014
                                                                                                        • Families and singles shop differently to fit their lifestyles
                                                                                                          • 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
                                                                                                          • Figure 55: % of people buying sports and energy drinks at the gym, by demographics, April 2014
                                                                                                        • Faster-pace tier one cities embrace convenience retailing
                                                                                                          • Figure 56: Selected locations of purchasing sports and energy drinks, by city tier, April 2014
                                                                                                      • The Consumer – Key Purchasing Factors

                                                                                                        • Key points
                                                                                                          • Natural ingredients have become as important as brand
                                                                                                            • 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
                                                                                                              • Figure 58: Selected most important factors for purchasing sports and energy drinks, by gender, April 2014
                                                                                                            • Taste and promotion driven low income groups
                                                                                                              • Figure 59: Selected most important factors for purchasing sports and energy drinks, by income, April 2014
                                                                                                          • The Consumer – Attitudes towards Sports and Energy Drinks

                                                                                                            • Key points
                                                                                                              • Build consumer confidence through more transparent product labelling
                                                                                                                • Figure 60: Attitude towards product labelling, April 2014
                                                                                                              • Strong interest in seeing a wider variety of products
                                                                                                                • Figure 61: Attitudes towards new product innovation, April 2014
                                                                                                                • 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
                                                                                                                • Figure 63: General attitudes towards sports and energy drinks, April 2014
                                                                                                                • Figure 64: General attitudes towards sports and energy drinks, by user types, April 2014
                                                                                                            • Appendix – Frequency of Consumption

                                                                                                                • Figure 65: Frequency of drinking sports and energy drinks, April 2014
                                                                                                                • Figure 66: Frequency of drinking sports and energy drinks (continued), April 2014
                                                                                                                • Figure 67: Frequency of drinking sports drinks, by demographics, April 2014
                                                                                                                • Figure 68: Frequency of drinking sports drinks, by demographics (continued), April 2014
                                                                                                                • Figure 69: Frequency of drinking energy drinks, by demographics, April 2014
                                                                                                                • Figure 70: Frequency of drinking energy drinks, by demographics (continued), April 2014
                                                                                                            • Appendix – Reasons of Rejection

                                                                                                                • 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
                                                                                                                • 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
                                                                                                                • Figure 75: Reasons for rejecting sports and energy drinks, by use frequency, April 2014
                                                                                                            • Appendix – Consumption Occasions

                                                                                                                • 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)
                                                                                                                • Figure 79: Occasions of drinking energy drinks, by demographics, April 2014
                                                                                                                • Figure 80: Occasions of drinking energy drinks, by demographics. April 2014 (continued)
                                                                                                                • 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
                                                                                                                • 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
                                                                                                            • Appendix – Purchase Location

                                                                                                                • 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
                                                                                                                • Figure 87: Next most popular locations of purchasing sports and energy drinks, by demographics, April 2014
                                                                                                              • Repertoire analysis
                                                                                                                • Figure 88: Repertoire of locations of purchasing sports and energy drinks, by demographics, April 2014
                                                                                                            • Appendix – Key Purchasing Factors

                                                                                                                • 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
                                                                                                                • 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
                                                                                                                • 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)
                                                                                                                • 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
                                                                                                                • 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
                                                                                                            • Appendix – Attitudes towards Sports and Energy Drinks

                                                                                                                • 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
                                                                                                                • 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
                                                                                                                • 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
                                                                                                                • 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
                                                                                                                • 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
                                                                                                                • 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
                                                                                                                • 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

                                                                                                            Companies Covered

                                                                                                            • Activision
                                                                                                            • AG Barr
                                                                                                            • Britvic Soft Drinks
                                                                                                            • Coca-Cola Enterprises Ltd
                                                                                                            • Coca-Cola GB
                                                                                                            • Competition Commission
                                                                                                            • Dr Pepper Snapple Group, Inc.
                                                                                                            • Fédération Internationale de Football Association
                                                                                                            • Gatorade
                                                                                                            • GlaxoSmithKline Plc
                                                                                                            • PepsiCo Inc
                                                                                                            • Red Bull UK
                                                                                                            • Suntory Group

                                                                                                            Sports and Energy Drinks - China - July 2014

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