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Sports and Energy Drinks - UK - August 2012

“‘With around three in ten consumers sceptical that sports and energy drinks ‘do what they claim’ the market should take inspiration from the cosmetics industry in terms of proving the science behind the functional claims, helping to justify the category’s position as a more expensive product and alleviate any concerns about efficacy.”

– Amy Price, Senior Food and Drink Analyst

Some questions answered in this report include:

  • What are the main barriers to consumption of sports and energy drinks?
  • How can the category compete with other soft drinks?
  • How can NPD attract the health-conscious consumer?
  • How can flavour innovation re-invigorate the market?
  • How competitive is the market?

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Table of contents

  1. Introduction

      • Definition
        • Excluded
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Market size and forecast for UK value sales of sports and energy drinks, 2007-17
              • The future
                • Market factors
                  • Discretionary spending comes under consumer reassessment
                    • A growing need to engage the older population
                      • Healthier variants see a small rise
                        • Companies, brands and innovation
                          • Lucozade and Red Bull dominate the market
                            • Figure 2: Brand shares in the UK take-home sports and energy drinks market, 2011
                          • NPD continues to drive the market
                            • GSK and Coca-Cola dominate ad investment
                              • The consumer
                                • Around two-fifths of consumers drink sports and energy drinks
                                  • Figure 3: Usage of sports and energy drinks, May 2012
                                • Cost is the biggest barrier to entry
                                  • Figure 4: Reasons for not using sports drinks, May 2012
                                  • Figure 5: Reasons for not using energy drinks, May 2012
                                • The majority believe they are fine in moderation
                                  • Figure 6: Attitudes towards sports and energy drinks, May 2012
                                • What we think
                                • Issues in the Market

                                    • What are the main barriers to consumption of sports and energy drinks?
                                      • How can the category compete with other soft drinks?
                                        • How can NPD attract the health-conscious consumer?
                                          • How can flavour innovation re-invigorate the market?
                                            • How competitive is the market?
                                            • Trend Application

                                                • Prove It
                                                  • Alpha Mothers
                                                    • 2015 Access Anything, Anywhere
                                                    • Market Drivers

                                                      • Key points
                                                        • Appealing to busy consumers
                                                          • Figure 7: Trends in agreement with selected lifestyle statements, 2007-11
                                                        • Health remains an issue
                                                          • Figure 8: Trends in agreement with statements on health, 2007-11
                                                        • Sports participation rates drop off
                                                          • Consumer incomes remain under pressure
                                                            • Figure 9: Consumers’ perceptions of their financial situation, February 2009-June 2012
                                                          • Demographic changes
                                                            • Growth in 25-34s bodes well for future growth
                                                              • Figure 10: Trends in the age structure of the UK population, 2007-12 and 2012-17
                                                            • Predicted rise in C1s is a positive for the sector
                                                            • Strengths and Weaknesses

                                                              • Strengths
                                                                • Weaknesses
                                                                • Who’s Innovating?

                                                                  • Key points
                                                                    • Energy drinks dominate new product launches
                                                                      • Figure 11: New product launches in the UK sports and energy drinks market, by segment, 2008-12
                                                                      • Figure 12: New product launches in the UK sports and energy drinks market, by most active brands, 2011
                                                                    • Traditional flavours remain popular in NPD
                                                                      • Figure 13: New product launches in the UK sports and energy drinks market, by top six flavour components (in Jan-May 2012), 2009-12
                                                                    • No-additives claims on the rise
                                                                      • Figure 14: Share of products with no additives/preservatives, low/reduced sugar and low/reduced calorie claims, in all new product launches in the sports and energy drinks market, 2009-12*
                                                                    • Packaging
                                                                      • Bottles lead for sports drinks
                                                                        • Manufacturers looks to special events for packaging inspiration
                                                                          • Aiming to win-over the mature consumer
                                                                          • Market Size and Forecast

                                                                            • Key points
                                                                              • The market sees continued growth
                                                                                  • Figure 15: Market volume and value size and forecast for the total UK sports and energy drinks market, 2007-17
                                                                                • The future
                                                                                  • Figure 16: Market size and forecast for UK retail volume sales of sports and energy drinks, 2007-17
                                                                                  • Figure 17: Market size and forecast for UK value sales of sports and energy drinks, 2007-17
                                                                                • Sports drinks are more of a niche product
                                                                                  • Figure 18: Market volume and value size and forecast for UK sports drinks, 2007-17
                                                                                  • Figure 19: UK value sales and forecast for sports drinks, 2007-17
                                                                                • Energy drinks drive the market
                                                                                  • Figure 20: Market volume and value size and forecast for UK energy drinks, 2007-17
                                                                                  • Figure 21: UK value sales and forecast for energy drinks, 2007-17
                                                                                • Forecast methodology
                                                                                • Segment Performance

                                                                                  • Key points
                                                                                    • Take-home sales continue to drive sector
                                                                                      • Figure 22: Value and volume sales of energy/ sports drinks in the take-home and on-premise sectors, 2006-11
                                                                                  • Market Share

                                                                                    • Key points
                                                                                      • Lucozade leads a highly concentrated market
                                                                                          • Figure 23: Market share in value sales for the combined energy/sports drink take-home market, 2010-11
                                                                                        • Red Bull cuts ad spend and loses market share
                                                                                          • Powerade gains share despite ‘tired’ image
                                                                                            • Rapid growth for Monster, Rockstar still to gain traction
                                                                                            • Companies and Products

                                                                                              • A.G. Barr
                                                                                                • Britvic/PepsiCo
                                                                                                  • Coca-Cola
                                                                                                    • GlaxoSmithKline (GSK)
                                                                                                      • Red Bull
                                                                                                      • Brand Communication and Promotion

                                                                                                        • Key points
                                                                                                          • Advertising spend continues to increase
                                                                                                            • Figure 24: Total advertising expenditure for sports and energy drinks, 2008-12
                                                                                                          • GSK and Coca-Cola continue to dominate adspend
                                                                                                            • Figure 25: Advertising expenditure on sports and energy drinks, by advertiser, 2011
                                                                                                            • Figure 26: Advertising expenditure for sports and energy drinks, by top 10 brands, 2008-11
                                                                                                          • Smaller brands look for alternative approaches
                                                                                                          • Brand Research

                                                                                                            • Brand map
                                                                                                                • Figure 27: Attitudes towards and usage of brands in the sports and energy drinks sector, June 2012
                                                                                                              • Correspondence analysis
                                                                                                                • Brand attitudes
                                                                                                                  • Figure 28: Attitudes by sports and energy drink brand, May 2012
                                                                                                                • Brand personality
                                                                                                                  • Figure 29: Sports and energy drinks brand personality – macro image, June 2012
                                                                                                                  • Figure 30: Sports and energy drink brand personality – micro image, June 2012
                                                                                                                • Brand experience
                                                                                                                  • Figure 31: Sports and energy drink brand usage, June 2012
                                                                                                                  • Figure 32: Satisfaction with various sports and energy drink brands, June 2012
                                                                                                                  • Figure 33: Consideration of sports and energy drink brands, June 2012
                                                                                                                  • Figure 34: Consumer perceptions of current sports and energy drinks brand performance, June 2012
                                                                                                                  • Figure 35: Sports and energy drinks brand recommendation – Net Promoter Score, June 2012
                                                                                                                • Brand index
                                                                                                                  • Figure 36: Sports and energy drinks brand index, June 2012
                                                                                                                  • Figure 37: Sports and energy drinks brand index vs. recommendation, June 2012
                                                                                                                • Target group analysis
                                                                                                                  • Figure 38: Target groups, June 2012
                                                                                                                  • Figure 39: Sports and energy drinks brand usage, by target groups, June 2012
                                                                                                                • Group One – Conformists
                                                                                                                  • Group Two – Simply the Best
                                                                                                                    • Group Three – Shelf Stalkers
                                                                                                                      • Group Four – Habitual Shoppers
                                                                                                                        • Group Five – Individualists
                                                                                                                        • Channels to Market

                                                                                                                          • Key points
                                                                                                                            • Impulse channel unusually strong, though losing share
                                                                                                                                • Figure 40: Value sales of sports/energy drinks, by channel, 2009-11
                                                                                                                            • Consumer – Usage

                                                                                                                              • Key points
                                                                                                                                • More than two-fifths of consumers drink sports and energy drinks…
                                                                                                                                    • Figure 41: Usage of sports and energy drinks, May 2012
                                                                                                                                    • Figure 42: Usage of sports and energy drinks, by key demographics, May 2012
                                                                                                                                  • …less than a fifth are drinking them more than twice a week
                                                                                                                                    • Figure 43: Usage of sports and energy drinks by frequency, May 2012
                                                                                                                                  • The energy market is dominated by regular variants…
                                                                                                                                      • Figure 44: Trends in types of energy drinks drunk most often, 2007-11
                                                                                                                                    • …and canned formats
                                                                                                                                      • Figure 45: Trends in varieties of energy drinks drunk most often, 2007-11
                                                                                                                                  • Consumer – Occasions

                                                                                                                                    • Key points
                                                                                                                                      • The home is the most popular venue for sports and energy drinks consumption
                                                                                                                                          • Figure 46: Usage of sports and energy drinks by location, May 2012
                                                                                                                                        • Sports drinks are popular at the gym, energy drinks are popular at work
                                                                                                                                            • Figure 47: Index of usage of energy drinks ‘at work’, by age, region and working status (average=100), May 2012
                                                                                                                                          • On-trade venues attract a minority of drinkers
                                                                                                                                              • Figure 48: Usage of sports drinks and energy drinks ‘at a bar or club’, May 2012
                                                                                                                                          • Consumer – Barriers to Drinking Sports and Energy Drinks

                                                                                                                                            • Key points
                                                                                                                                              • Cost is the biggest barrier to entry
                                                                                                                                                  • Figure 49: Reasons for not using sports drinks, May 2012
                                                                                                                                                  • Figure 50: Reasons for not using energy drinks, May 2012
                                                                                                                                                • Around three in ten are sceptical of the drinks’ claims
                                                                                                                                                  • Alternative drink categories appeal to a sizeable minority
                                                                                                                                                    • Taste is not as much of a barrier for sports drinks as energy drinks
                                                                                                                                                    • Consumer – Attitudes Towards Sports and Energy Drinks

                                                                                                                                                      • Key points
                                                                                                                                                        • The majority believe the drinks are fine in moderation
                                                                                                                                                            • Figure 51: Attitudes towards sports and energy drinks, May 2012
                                                                                                                                                          • Opportunities for NPD centred on health, flavour and formats
                                                                                                                                                            • Strong interest in healthier drinks
                                                                                                                                                              • Sports and energy drinks can learn from CSDs in formats
                                                                                                                                                                • Almost half are loyal to brands over own-label
                                                                                                                                                                    • Figure 52: Preference for buying branded sports and energy drinks, by annual household income, May 2012
                                                                                                                                                                  • Competing with other fizzy drink and caffeine products
                                                                                                                                                                      • Figure 53: Index of agreement with the statement ‘I believe they offer more of a kick than other caffeine products (eg coffee)’, by age, annual household income and presence of own children (average = 100), May 2012
                                                                                                                                                                    • Snacking culture threatens consumption
                                                                                                                                                                    • Targeting Opportunities – Sports and Energy Drinks

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Four target groups
                                                                                                                                                                          • Figure 54: Target groups based on attitudes towards sports and energy drinks, May 2012
                                                                                                                                                                        • Disengaged
                                                                                                                                                                          • Engaged
                                                                                                                                                                            • Reluctant
                                                                                                                                                                              • Moderates
                                                                                                                                                                              • Appendix – Market Drivers

                                                                                                                                                                                  • Figure 55: Agreement with selected lifestyle statements, by demographics, 2011
                                                                                                                                                                                  • Figure 56: GDP, PDI, consumer expenditure and savings, at constant 2012 prices, 2007-17
                                                                                                                                                                                  • Figure 57: Forecast adult population trends, by socio-economic group, 2007-17
                                                                                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                                                                                  • Figure 58: Best- and worst-case forecasts for total sports and energy drinks, by value sales, 2012-17
                                                                                                                                                                                  • Figure 59: Best- and worst-case forecasts for total sports and energy drinks, by volume sales, 2012-17
                                                                                                                                                                                  • Figure 60: Best- and worst-case forecasts for sports drinks, by value sales, 2012-17
                                                                                                                                                                                  • Figure 61: Best- and worst-case forecasts for sports drinks, by volume sales, 2012-17
                                                                                                                                                                                  • Figure 62: Best- and worst-case forecasts for energy drinks, by value sales, 2012-17
                                                                                                                                                                                  • Figure 63: Best- and worst-case forecasts for energy drinks, by volume sales, 2012-17
                                                                                                                                                                              • Appendix – Brand Communication and Promotion

                                                                                                                                                                                  • Figure 64: Advertising expenditure for sports and energy drinks, by top ten advertisers, 2008-12
                                                                                                                                                                              • Appendix – Brand Research

                                                                                                                                                                                  • Figure 65: Brand usage, June 2012
                                                                                                                                                                                  • Figure 66: Brand commitment, June 2012
                                                                                                                                                                                  • Figure 67: Brand momentum, June 2012
                                                                                                                                                                                  • Figure 68: Brand diversity, June 2012
                                                                                                                                                                                  • Figure 69: Brand satisfaction, June 2012
                                                                                                                                                                                  • Figure 70: Brand recommendation, June 2012
                                                                                                                                                                                  • Figure 71: Brand attitude, June 2012
                                                                                                                                                                                  • Figure 72: Brand image – macro image, June 2012
                                                                                                                                                                                  • Figure 73: Brand image – micro image, June 2012
                                                                                                                                                                                  • Figure 74: Profile of target groups, by demographic, June 2012
                                                                                                                                                                                  • Figure 75: Psychographic segmentation, by target group, June 2012
                                                                                                                                                                                  • Figure 76: Brand usage, by target group, June 2012
                                                                                                                                                                                • Brand index
                                                                                                                                                                                  • Figure 77: Brand index, June 2012
                                                                                                                                                                              • Appendix – Consumer – Usage

                                                                                                                                                                                  • Figure 78: Types of sports and energy drinks used, by demographics, May 2012
                                                                                                                                                                                  • Figure 79: Usage of energy shots, by demographics, May 2012
                                                                                                                                                                              • Appendix – Consumer – Occasions

                                                                                                                                                                                  • Figure 80: Usage of sports drinks by location, May 2012
                                                                                                                                                                                  • Figure 81: Usage of energy drinks, by location, May 2012
                                                                                                                                                                                  • Figure 82: Usage of sports drinks ‘at a bar or club’, May 2012
                                                                                                                                                                                  • Figure 83: Usage of energy drinks ‘at a bar or club’, May 2012
                                                                                                                                                                                  • Figure 84: Usage of sports or energy drinks at a concert or restaurant, by demographics, May 2012
                                                                                                                                                                                  • Figure 85: Usage of sports and energy drinks at a bar/club, by demographics, May 2012
                                                                                                                                                                                  • Figure 86: Usage of sports drinks, by location, by demographics, May 2012
                                                                                                                                                                                  • Figure 87: Usage of sports drinks at a bar/club or restaurant, by demographics, May 2012
                                                                                                                                                                                  • Figure 88: Most popular locations for usage of energy drinks, by demographics, May 2012
                                                                                                                                                                                  • Figure 89: Next most popular locations for usage of energy drinks, by demographics, May 2012
                                                                                                                                                                                  • Figure 90: Usage of energy drinks at a bar/club or restaurant, by demographics, May 2012
                                                                                                                                                                                  • Figure 91: Average trip duration for work in the UK, 1995/97-2010
                                                                                                                                                                              • Appendix – Consumer – Barriers to Drinking Sports and Energy Drinks

                                                                                                                                                                                  • Figure 92: Reasons for not using sports drinks, May 2012
                                                                                                                                                                                  • Figure 93: Reasons for not using energy drinks, May 2012
                                                                                                                                                                                  • Figure 94: Most popular reasons for not using sports drinks, by demographics, May 2012
                                                                                                                                                                                  • Figure 95: Next most popular reasons for not using sports drinks, by demographics, May 2012
                                                                                                                                                                                  • Figure 96: Most popular reasons for not using energy drinks, by demographics, May 2012
                                                                                                                                                                                  • Figure 97: Next most popular reasons for not using energy drinks, by demographics, May 2012
                                                                                                                                                                              • Appendix – Consumer – Attitudes Towards Sports and Energy Drinks

                                                                                                                                                                                  • Figure 98: Attitudes towards sports and energy drinks, May 2012
                                                                                                                                                                                  • Figure 99: Agreement with the statements ‘I believe they are fine in moderation‘ and ‘I enjoy the energy boost they provide ‘, by demographics, May 2012
                                                                                                                                                                                  • Figure 100: Agreement with the statements ‘I find the taste refreshing‘ and ‘I would like to see healthier options eg reduced sugar etc‘, by demographics, May 2012
                                                                                                                                                                                  • Figure 101: Agreement with the statements ‘I would like to see a greater range of flavours‘ and ‘I believe they help me to rehydrate following exercise‘, by demographics, May 2012
                                                                                                                                                                                  • Figure 102: Agreement with the statements ‘I would like to see a wider variety of pack sizes available‘ and ‘I would be willing to try products made using alternative sweeteners ‘, by demographics, May 2012
                                                                                                                                                                                  • Figure 103: Agreement with the statements ‘I believe they offer more of a kick than other caffeine products (eg coffee)‘ and ‘I prefer to buy branded varieties‘, by demographics, May 2012
                                                                                                                                                                                  • Figure 104: Agreement with the statements ‘I would be more likely to eat a snack for an energy boost ‘ and ‘I prefer them to a normal fizzy drink‘, by demographics, May 2012
                                                                                                                                                                                  • Figure 105: Agreement with the statements ‘I worry about becoming reliant on them for an energy boost‘, by demographics, May 2012
                                                                                                                                                                              • Appendix – Consumer – Targeting Opportunities

                                                                                                                                                                                  • Figure 106: Target groups, by demographics, May 2012
                                                                                                                                                                                  • Figure 107: Usage of sports and energy drinks, by target groups, May 2012
                                                                                                                                                                                  • Figure 108: Usage of sports and energy drinks by location, by target groups, May 2012
                                                                                                                                                                                  • Figure 109: Usage of sports drinks by location, by target groups, May 2012
                                                                                                                                                                                  • Figure 110: Usage of sports drinks by location, by target groups, May 2012
                                                                                                                                                                                  • Figure 111: Usage of energy drinks by location, by target groups, May 2012
                                                                                                                                                                                  • Figure 112: Usage of energy drinks by location, by target groups, May 2012
                                                                                                                                                                                  • Figure 113: Attitudes towards sports and energy drinks, by target groups, May 2012

                                                                                                                                                                              Companies Covered

                                                                                                                                                                              • Britvic Soft Drinks
                                                                                                                                                                              • Coca-Cola GB
                                                                                                                                                                              • Gatorade
                                                                                                                                                                              • GlaxoSmithKline Plc
                                                                                                                                                                              • Maximuscle Ltd
                                                                                                                                                                              • Monster
                                                                                                                                                                              • Pepsi-Cola UK
                                                                                                                                                                              • Red Bull UK
                                                                                                                                                                              • Rockstar Inc.
                                                                                                                                                                              • Twitter, Inc.

                                                                                                                                                                              Sports and Energy Drinks - UK - August 2012

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