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Sports and Energy Drinks - Europe - November 2011

Overall European sales of sports and energy drinks have continued to grow in spite of the economic recession, with consumers looking for alternative soft drinks and trying to cope with today’s fast-paced lifestyles. The UK is the number-one market for energy drinks, supported by the highest penetration rate (31%) and active new product development, while Germany leads for sports drinks.

As a result of the economic recession, consumers are placing increasing importance on value for money, with many looking for special offers and the lowest possible prices when doing their household shopping.

Some key questions answered in the report include:

  • There is continued overall growth regardless of the economic recession. What characterises this strength, and how can growth be maintained?
  • In spite of an expanding range of sugar-free alternatives, regular varieties continue to generate the bulk of energy drinks sales, while sports drinks are dominated by ready-to-drink products. How can functional products be promoted to add value to the market?
  • Sales and product innovation are led by big multinational suppliers and their flagship brands, with Coca-Cola, PepsiCo and Red Bull in the lead. Are there opportunities for smaller and new companies to succeed in the market?
  • Consumers’ growing health-consciousness has resulted in more products being labelled additive/preservative-free and low/no/reduced sugar and calorie. How can manufacturers add more function to GNPD?
  • Energy drinks depend strongly on a male-oriented core consumer base of under-35s, with 15-19-year-olds recording a particularly high level of product take-up and frequency of use. Can energy drinks be promoted specifically to older age groups? Or is this sector simply not worthwhile investing in?
  • Economic austerity makes consumers more price-conscious with an increased focus on value for money. Can sports drinks and energy drinks maintain value growth in light of continued economic hardship?

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Table of contents

  1. Introduction

      • Key points
        • Definition
          • Consumer research
            • Abbreviations
            • Executive Summary

                • The market
                  • The UK is top for energy drinks while Germany leads sports drinks
                    • Figure 1: Sports and energy drinks: Value in €m (£m for the UK), 2006-15
                  • Regular varieties and RTD products account for the majority share
                    • Strength and weaknesses in brief
                      • Strengths
                        • Weaknesses
                          • Companies, brands and innovation
                            • Big multinationals lead
                              • Figure 2: New product activity in sports and energy drinks, % share by company, France, 12 months to October 2011
                            • Innovation focused on functionality
                              • Figure 3: New product activity in sports and energy drinks, % share by leading claims, by European region, 12 months to October 2011
                            • Improving health credentials
                              • The consumer
                                • A youthful, male-oriented core consumer group
                                  • Figure 4: Frequency of drinking energy drinks in the last 12 months, by country, 2010
                                • Increased price-consciousness
                                • European Market Size and Forecast

                                  • Key points
                                    • Energy drinks
                                      • The Big 5
                                        • Volume
                                          • Figure 5: Energy drinks: Volume, 2004-15
                                        • Value
                                          • Figure 6: Energy drinks: Value in local currency, 2004-15
                                        • Spend per capita
                                          • Figure 7: Energy drinks: Spend per capita (population), 2004-15
                                        • Other European countries
                                          • Volume
                                            • Figure 8: Energy drinks: Volume, 2004-15
                                            • Figure 9: Energy drinks: Volume, 2004-15 (continued)
                                          • Value
                                            • Figure 10: Energy drinks: Value in €, 2004-15
                                            • Figure 11: Energy drinks: Value in €, 2004-15 (continued)
                                          • Spend per capita
                                            • Figure 12: Energy drinks: Spend per capita (population), 2004-15
                                            • Figure 13: Energy drinks: Spend per capita (population), 2004-15 (continued)
                                          • Sports drinks
                                            • Volume
                                              • Figure 14: Sports drinks: Volume, 2004-15
                                            • Value
                                              • Figure 15: Sports drinks: Value in local currency, 2004-15
                                            • Consumption per capita
                                              • Figure 16: Sports drinks: Spend per capita (population), 2004-15
                                          • Market Segmentation

                                            • Key points
                                              • The Big 5
                                                • France
                                                  • Figure 17: France – Energy drinks: Market segmentation, by volume (m litres) and value (€m), 2010
                                                  • Figure 18: France – Energy drinks: Market segmentation, by value (€m), 2010
                                                  • Figure 19: France – Sports drinks: Market segmentation, by volume (m litres), 2008-10
                                                  • Figure 20: France – Sports drinks: Market segmentation, by value (€m), 2008-10
                                                • Germany
                                                  • Figure 21: Germany – Energy drinks: Market segmentation, by volume (m litres), 2009-10
                                                  • Figure 22: Germany – Energy drinks: Market segmentation, by value (€m), 2008-10
                                                  • Figure 23: Germany – Sports drinks: Market segmentation, by volume (m litres), 2010
                                                  • Figure 24: Germany – Sports drinks: Market segmentation, by value (€m), 2010
                                                • Italy
                                                  • Figure 25: Italy – Energy drinks: Market segmentation, by volume (m litres), 2010
                                                  • Figure 26: Italy – Energy drinks: Market segmentation, by value (€m), 2010
                                                  • Figure 27: Italy – Sports drinks: Market segmentation, by volume (m litres), 2008-10
                                                  • Figure 28: Italy – Sports drinks: Market segmentation, by value (€m), 2008-10
                                                • Spain
                                                  • Figure 29: Spain – Energy drinks: Market segmentation, by volume (m litres), 2010
                                                  • Figure 30: Spain – Energy drinks: Market segmentation, by value (€m), 2010
                                                  • Figure 31: Spain – Sports drinks: Market segmentation, by volume (m litres), 2008-10
                                                  • Figure 32: Spain – Sports drinks: Market segmentation, by value (€m), 2008-10
                                                • UK
                                                  • Figure 33: Value and volume sales of energy/sports drinks in the take home and on-premise sectors, 2006-11
                                                • Other European countries
                                                  • Figure 34: Austria – Energy drinks: Market segmentation, by volume (m litres) and value (€m), 2010
                                                  • Figure 35: Belgium – Energy drinks: Market segmentation, by volume (m litres) and by value (€m), 2010
                                                  • Figure 36: Czech Republic – Energy drinks: Market segmentation, by volume (m litres) and by value (€m), 2010
                                                  • Figure 37: Greece – Energy drinks: Market segmentation, by volume (m litres) and by value (€m), 2010
                                                  • Figure 38: Hungary – Energy drinks: Market segmentation, by volume (m litres) and by value (Bn HUF), 2010
                                                  • Figure 39: Netherlands – Energy drinks: Market segmentation, by volume (m litres) and by value (€m), 2010
                                                  • Figure 40: Portugal – Energy drinks: Market segmentation, by volume (m litres) and by value ((000) Eur), 2010
                                                  • Figure 41: Russia – Energy drinks: Market segmentation, by volume (m litres) and by Value (Bn RUB), 2010
                                                  • Figure 42: Slovak Republic – Energy drinks: Market segmentation, by volume (m litres) and by Value (€m), 2010
                                                  • Figure 43: Sweden – Energy drinks: Market segmentation, by volume (m litres) and by value (m SEK), 2009-10
                                                  • Figure 44: Switzerland – Energy drinks: Market segmentation, by volume (m litres) and by value (m CHF), 2010
                                                  • Figure 45: Switzerland – Energy drinks: Market segmentation, 2010
                                                  • Figure 46: Turkey – Energy drinks: Market segmentation, by volume (m litres) and by value (m TRY), 2010
                                                  • Figure 47: Ukraine – Energy drinks: Market segmentation, by volume (m litres) and by value (m UAH), 2010
                                              • Companies and Product Innovation

                                                • Key points
                                                  • 12 months to October 2011
                                                    • World region
                                                      • Figure 48: New product activity in sports and energy drinks, % share by global region, 12 months to October 2011
                                                    • European region
                                                      • GNPD leaders
                                                        • Figure 49: New product activity in sports and energy drinks, % share by European region, 12 months to October 2011
                                                      • GNPD sub-category split
                                                        • Figure 50: New product activity in sports and energy drinks, % share by top 10 European countries, by subsegment, 12 months to October 2011
                                                      • Leading companies
                                                        • Figure 51: New product activity in sports and energy drinks, % share by company, by European region, 12 months to October 2011
                                                      • Leading claims
                                                        • Figure 52: New product activity in sports and energy drinks, % share by leading claims, by European region, 12 months to October 2011
                                                      • The Big 5
                                                        • France
                                                          • GNPD sub-category split
                                                            • Figure 53: New product activity in sports and energy drinks, France, % share by subsegment, by year, 2007-11
                                                          • Leading companies
                                                            • Figure 54: New product activity in sports and energy drinks, % share by company, France, 12 months to October 2011
                                                          • Leading claims
                                                            • Figure 55: New product activity in sports and energy drinks, % share by leading claims, France, 12 months to October 2011
                                                          • Most innovative products
                                                            • Greater health orientation
                                                              • Organic options
                                                                • Teen appeal
                                                                  • Germany
                                                                    • GNPD sub-category split
                                                                      • Figure 56: New product activity in sports and energy drinks, Germany, % share by subsegment, by year, 2007-11
                                                                    • Leading companies
                                                                      • Figure 57: New product activity in sports and energy drinks, % share by company, Germany, 12 months to October 2011
                                                                    • Leading claims
                                                                      • Figure 58: New product activity in sports and energy drinks, % share by leading claims, Germany, 12 months to October 2011
                                                                    • Most innovative products
                                                                      • Added fruit juice
                                                                        • Low on calories
                                                                          • Feeling bullish
                                                                            • Italy
                                                                              • GNPD sub-category split
                                                                                • Figure 59: New product activity in sports and energy drinks, Italy, % share by subsegment, by year, 2007-11
                                                                              • Leading companies
                                                                                • Figure 60: New product activity in sports and energy drinks, % share by company, Italy, 12 months to October 2011
                                                                              • Leading claims
                                                                                • Figure 61: New product activity in sports and energy drinks, % share by leading claims, Italy, 12 months to October 2011
                                                                              • Most innovative products
                                                                                • Celebrity endorsement
                                                                                  • Extra vitamins and minerals
                                                                                    • Sugarless and additive-free alternatives
                                                                                      • Spain
                                                                                        • GNPD sub-category split
                                                                                          • Figure 62: New product activity in sports and energy drinks, Spain, % share by subsegment, by year, 2007-11
                                                                                        • Leading companies
                                                                                          • Figure 63: New product activity in sports and energy drinks, % share by company, Spain, 12 months to October 2011
                                                                                        • Leading claims
                                                                                          • Figure 64: New product activity in sports and energy drinks, % share by leading claims, Spain, 12 months to October 2011
                                                                                        • Most innovative products
                                                                                          • Natural energy
                                                                                            • Gluten-free
                                                                                              • UK
                                                                                                • GNPD sub-category split
                                                                                                  • Figure 65: New product activity in sports and energy drinks, UK, % share by subsegment, by year, 2007-11
                                                                                                • Leading companies
                                                                                                  • Figure 66: New product activity in sports and energy drinks, % share by company, UK, 12 months to October 2011
                                                                                                • Leading claims
                                                                                                  • Figure 67: New product activity in sports and energy drinks, % share by leading claims, France, 12 months to October 2011
                                                                                                • Most innovative products
                                                                                                  • Limited edition
                                                                                                    • Olympic effort
                                                                                                      • Own-label offer
                                                                                                        • Natural ingredients
                                                                                                        • The Consumer

                                                                                                          • Key points
                                                                                                            • Frequency of use
                                                                                                              • Figure 68: Frequency of drinking energy drinks in the last 12 months, by country, 2010
                                                                                                              • Figure 69: Frequency of drinking fizzy/energy drinks in the last 12 months, by country, 2010
                                                                                                              • Figure 70: Frequency of drinking fizzy drinks in the last 12 months, by country, 2010
                                                                                                            • Type analysis
                                                                                                                • Figure 71: Package types of fizzy/energy drinks drunk most often, by country, 2010
                                                                                                              • Flavour
                                                                                                                • Figure 72: Flavours of fizzy/energy drinks drunk most often, by country, 2010
                                                                                                              • Consumer attitudes
                                                                                                                • Figure 73: Trends in agreement with selected lifestyle statements, France, 2010
                                                                                                                • Figure 74: Trends in agreement with selected lifestyle statements, Germany, 2010
                                                                                                                • Figure 75: Trends in agreement with selected lifestyle statements, Spain, 2010
                                                                                                                • Figure 76: Trends in agreement with selected lifestyle statements, GB, 2010
                                                                                                            • Appendix – Demographic Data

                                                                                                                • Figure 77: Frequency of drinking fizzy/energy drinks in the last 12 months, by demographics, GB, 2010
                                                                                                                • Figure 78: Frequency of drinking fizzy/energy drinks in the last 12 months, by demographics, France, 2010
                                                                                                                • Figure 79: Frequency of drinking fizzy/energy drinks in the last 12 months, by demographics, Spain, 2010
                                                                                                                • Figure 80: Frequency of drinking fizzy/energy drinks in the last 12 months, by demographics, Germany, 2010
                                                                                                                • Figure 81: Frequency of drinking fizzy drinks in the last 12 months, by demographics, GB, 2010
                                                                                                                • Figure 82: Frequency of drinking fizzy drinks in the last 12 months, by demographics, France, 2010
                                                                                                                • Figure 83: Frequency of drinking fizzy drinks in the last 12 months, by demographics, Spain, 2010
                                                                                                                • Figure 84: Frequency of drinking fizzy drinks in the last 12 months, by demographics, Germany, 2010
                                                                                                                • Figure 85: Frequency of drinking energy drinks in the last 12 months, by demographics, GB, 2010
                                                                                                                • Figure 86: Frequency of drinking energy drinks in the last 12 months, by demographics, France, 2010
                                                                                                                • Figure 87: Frequency of drinking energy drinks in the last 12 months, by demographics, Spain, 2010
                                                                                                                • Figure 88: Frequency of drinking energy drinks in the last 12 months, by demographics, Germany, 2010
                                                                                                              • Consumer attitudes
                                                                                                                • Figure 89: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                                                • Figure 90: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                                                • Figure 91: Agreement with selected lifestyle statement, by demographics, France, 2010
                                                                                                                • Figure 92: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                                                • Figure 93: Agreement with selected lifestyle statements by demographics, France, 2010
                                                                                                                • Figure 94: Agreement with selected lifestyle statements by demographics, Germany, 2010
                                                                                                                • Figure 95: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                                                • Figure 96: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                                                • Figure 97: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                                                • Figure 98: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                                                • Figure 99: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                                                • Figure 100: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                                                • Figure 101: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                                                • Figure 102: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                                                • Figure 103: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                                                • Figure 104: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                                                • Figure 105: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                                                • Figure 106: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                                                • Figure 107: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                                                • Figure 108: Agreement with selected lifestyle statements, by demographics, GB, 2010

                                                                                                            Companies Covered

                                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                                            Sports and Energy Drinks - Europe - November 2011

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