Sports and Energy Drinks - China - July 2016
“Thanks to increasingly health-conscious consumers and their fast-paced lifestyles, China’s sports and energy drink market has experienced explosive growth and will continue to expand quickly. The Chinese sports and energy drinks market is dominated by leading international players, posing both threats and opportunities for smaller and domestic brands. With consumers having greater awareness of healthy drinking habits and functional effectiveness, sports and energy drinks with health and functional claims will continue to remain in force. Manufacturers ought to take more initiative in investing in more natural and performance-enhancing products.”
– Lei Li, Research Analyst
This report discusses the following key topics:
- How to maintain medium users while targeting light users
- How category blurring will benefit sports and energy drinks
- How to diversify purchase and drinking occasions to target younger consumers
The 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 formats. 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.
The 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. Energy drinks are marketed with additives specifically designed to increase alertness.
Both market sizes comprise sales through all retail channels including direct to consumer and vending machines. Market value is calculated at prices in retail channels. 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.
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