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”.
Take a look inside a sample report
Mintel’s consumer reports deliver insight and expert analysis into key consumer trends and behaviour in your marketplace, in addition to an overview of the market data and key brands. Mintel’s consumer reports provide you with easily digestible information to guide your future innovation and move your business forward.Download now
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
Why buy from us?
Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.
Buy now and you'll have instant access to the information you need to make the right decisions.
Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.
A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.