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Sports and Energy Drinks - UK - August 2015

"After a period of robust growth, sales in the sports and energy market lost momentum in 2014. While energy drinks are doing well, this has been offset by the poor performance of the sports drinks segment. The energy drinks segment makes up the vast majority of the market. This has been supported by new product launches and marketing, as well as the enduring popularity of the energy proposition. The regulation requiring additional caffeine labelling introduced in December 2014 and concern over the high caffeine content of energy drinks could however dampen demand."
- Aimee Townshend, Research Analyst

This report discusses the following key topics:

  • Alternatives to refined sugar offer route for operators to address health concerns
  • Artificial ingredients remain a key barrier to use of sports drinks
  • Lower caffeine energy drinks could diminish worries over caffeine intake

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

        • The market
          • Figure 1: UK value sales of sports and energy drinks, 2010-20
        • Sugar attracts negative media in 2014
          • Changes to EU regulation affect energy drinks
            • Companies brands and innovation
              • Lucozade maintains the lead in sports drinks
                • Lucozade is top of energy drinks
                  • Energy drinks dominate ad spend
                    • Lucozade is most trusted and used brand
                      • Low-calorie versions of energy drinks attract new launches
                        • Operators vie for a natural positioning
                          • The consumer
                            • Half of adults drink sports or energy drinks
                              • Figure 2: Usage of sports and energy drinks, May 2015
                              • Figure 3: Frequency of sports and energy drinks usage, May 2015
                            • Sugar concerns are a key barrier to drinking sports and energy drinks
                              • Figure 4: Barriers to drinking sports drinks, May 2015
                            • Artificial ingredients put off a third of low/non-users
                              • Figure 5: Barriers to drinking energy drinks, May 2015
                              • Figure 6: Interest in selected sports and energy drinks product concepts, May 2015
                            • Fruit juice/juice drinks/smoothies most popular sports drinks alternative
                              • Fortified water appeals as an alternative to sports and energy drinks
                                • Figure 7: Drinks seen as alternatives to sports drinks, May 2015
                                • Figure 8: Drinks seen as alternatives to energy drinks, May 2015
                              • Majority consider energy drinks not suitable for children
                                • High caffeine labels are a put off for large minority
                                  • Figure 9: Attitudes towards sports and energy drinks, May 2015
                                • What we think
                                • Issues and Insights

                                  • Alternatives to refined sugar offer route for operators to address health concerns
                                    • The facts
                                      • The implications
                                        • Artificial ingredients remain a key barrier to use of sports drinks
                                          • The facts
                                            • The implications
                                              • Lower caffeine energy drinks could diminish worries over caffeine intake
                                                • The facts
                                                  • The implications
                                                  • The Market – What You Need to Know

                                                    • Growth in sports and energy drink market plateaus
                                                      • Modest growth expected for the market
                                                        • Sports drinks continue to struggle
                                                          • Sugar attracts negative media in 2014
                                                            • Increase in incomes should support sales
                                                              • Changes to EU regulation affect energy drinks
                                                              • Market Size and Forecast and Segment Performance

                                                                • Growth in sports and energy drink market plateaus
                                                                  • Figure 10: UK value and volume sales of sports drinks and energy drinks, 2010-20
                                                                  • Figure 11: UK value sales of sports and energy drinks, 2010-20
                                                                  • Figure 12: UK volume sales of sports and energy drinks, 2010-20
                                                                • Energy drinks support growth in the market
                                                                  • Figure 13: UK value and volume sales of energy drinks, 2010-20
                                                                  • Figure 14: UK value sales of energy drinks, 2010-20
                                                                  • Figure 15: UK volume sales of energy drinks, 2010-20
                                                                • Sports drinks continue to struggle
                                                                  • Figure 16: UK value and volume sales of sports drinks, 2010-20
                                                                  • Figure 17: UK value sales of sports drinks, 2010-20
                                                                  • Figure 18: UK volume sales of sports drinks, 2010-20
                                                              • Market Drivers

                                                                • Sugar attracts negative media in 2014
                                                                  • Aging population poses challenge to sports and energy drink market
                                                                    • Figure 19: Trends in the age structure of the UK population, 2010-15 and 2015-20
                                                                  • Consumers find themselves in a better financial situation
                                                                    • Figure 20: Consumers’ financial wellbeing index, February 2009-April 2015
                                                                  • Changes to EU regulation affect energy drinks
                                                                    • EFSA assessment puts safe caffeine limit at 200mg per dose
                                                                      • Caffeine functional claims put on hold during safety assessment
                                                                      • Key Players – What You Need To Know

                                                                        • Lucozade maintains the lead in sports drinks
                                                                          • Lucozade is top of energy drinks
                                                                            • Energy drinks dominate ad spend
                                                                              • Lucozade is most trusted and used brand
                                                                              • Market Share

                                                                                • Lucozade leads sports drinks
                                                                                  • Figure 21: UK retail sales of leading brands in sports drinks, by value and volume, 2013/14* and 2014/15**
                                                                                  • Figure 22: UK retail sales of leading manufacturers in sports drinks, by value and volume, 2013/14* and 2014/15**
                                                                                • Lucozade top of energy drinks
                                                                                  • Red Bull holds its position as second largest player in energy drinks
                                                                                    • Emerge enjoys strong growth
                                                                                      • Figure 23: UK retail sales of leading brands in energy drinks, by value and volume, 2013/14* and 2014/15**
                                                                                      • Figure 24: UK retail sales of leading manufacturers in energy drinks, by value and volume, 2013/14* and 2014/15**
                                                                                  • Brand Communication and Promotion

                                                                                    • Energy drinks enjoy larger share of adpsend
                                                                                      • Figure 25: Recorded above-the-line, online display and direct mail total advertising expenditure on sports and energy drinks, by leading operators, 2011-15*
                                                                                    • Suntory increases its adspend in 2014
                                                                                      • Red Bull
                                                                                      • Brand Research – Sports and Energy Drinks

                                                                                        • What you need to know
                                                                                          • Brand map
                                                                                            • Figure 26: Attitudes towards and usage of selected brands, June 2015
                                                                                          • Key brand metrics
                                                                                            • Figure 27: Key metrics for selected brands, June 2015
                                                                                          • Brand attitudes: Rockstar, Relentless and Monster share similar image
                                                                                            • Figure 28: Attitudes, by brand, June 2015
                                                                                          • Brand personality: Monster and Red Bull enjoy strongest upbeat image
                                                                                            • Figure 29: Brand personality – Macro image, June 2015
                                                                                          • Lucozade has an advantage on tradition and taste
                                                                                            • Figure 30: Brand personality – Micro image, June 2015
                                                                                          • Brand analysis
                                                                                            • Lucozade’s history and scientific background helps to boost trust
                                                                                              • Figure 31: User profile of Lucozade, June 2015
                                                                                            • Red Bull’s image is strongly influenced by marketing activity
                                                                                              • Figure 32: User profile of Red Bull, June 2015
                                                                                            • Monster shares similar image to Relentless and Rockstar but benefits from greater familiarity
                                                                                              • Figure 33: User profile of Monster, June 2015
                                                                                            • Relentless lacks the upbeat image of Monster or Rockstar
                                                                                              • Figure 34: User profile of Relentless, June 2015
                                                                                            • Rockstar has a lower perception of masculinity
                                                                                              • Figure 35: User profile of Rockstar, June 2015
                                                                                          • Launch Activity and Innovation

                                                                                            • Low/no/reduced sugar claims remain rare
                                                                                              • Figure 36: Share of launches in the UK sports and energy drinks market featuring a low/no/reduced sugar or calorie claim, 2010-14
                                                                                            • Low-calorie versions of energy drinks attract new launches
                                                                                              • Operators vie for a natural positioning
                                                                                                • Figure 37: Share of launches in the UK sports and energy drinks market featuring a low/no/reduced sugar or calorie claim, 2010-2015
                                                                                              • Energy drinks look to other drinks categories
                                                                                              • The Consumer – What You Need To Know

                                                                                                • Half of adults drink sports or energy drinks
                                                                                                  • Men, 16-24s and urbanites stand out as core users
                                                                                                    • Sugar and additives concerns impact the market
                                                                                                      • Sugar- and sweetener-free concepts spark interest
                                                                                                        • Large minority put off energy drinks by high-caffeine labels
                                                                                                          • Smaller formats and low-caffeine drinks can quell concerns
                                                                                                            • Water-based sports and energy drinks stand to appeal
                                                                                                            • Sports and Energy Drinks Usage

                                                                                                              • Half of adults drink sports or energy drinks
                                                                                                                  • Figure 38: Usage of sports and energy drinks, May 2015
                                                                                                                  • Figure 39: Frequency of sports and energy drinks usage, May 2015
                                                                                                              • Barriers to Drinking Sports and Energy Drinks and Product Enticements

                                                                                                                • Sugar concerns are a key barrier to drinking sports and energy drinks
                                                                                                                  • Unrefined sources of sweetness offer route for operators to address sugar concerns
                                                                                                                    • Figure 40: Barriers to drinking sports drinks, May 2015
                                                                                                                  • Artificial ingredients put off a third of low/non-users
                                                                                                                    • Large minority prefer water to hydrate
                                                                                                                      • Minority of infrequent users deem energy drinks unnecessary
                                                                                                                        • Figure 41: Barriers to drinking energy drinks, May 2015
                                                                                                                      • One in five prefers to drink coffee for energy
                                                                                                                        • Figure 42: Interest in selected sports and energy drinks product concepts, May 2015
                                                                                                                    • Interest in Alternatives to Sports and Energy Drinks

                                                                                                                      • Fruit juice/juice drinks/smoothies most popular sports drinks alternative
                                                                                                                        • Fortified water appeals as an alternative to sports and energy drinks
                                                                                                                          • Figure 43: Drinks seen as alternatives to sports drinks, May 2015
                                                                                                                        • Carbonated soft drinks seen as an alternative to energy drinks
                                                                                                                          • Figure 44: Drinks seen as alternatives to energy drinks, May 2015
                                                                                                                      • Attitudes towards Sports and Energy Drinks

                                                                                                                        • Majority consider energy drinks not suitable for children
                                                                                                                          • High-caffeine labels are a put-off for large minority
                                                                                                                            • Widespread confusion around caffeine intake
                                                                                                                              • Natural ingredients resonate widely
                                                                                                                                • Smaller size bottles appeal to one in five
                                                                                                                                  • Dilutable energy drinks can address caffeine concerns
                                                                                                                                    • Figure 45: Attitudes towards sports and energy drinks, May 2015
                                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                    • Abbreviations
                                                                                                                                      • Brand map
                                                                                                                                        • Correspondence analysis
                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                          • Fan chart forecast
                                                                                                                                            • Best- and worst-case forecasts
                                                                                                                                              • Figure 46: UK value sales of sports drinks and energy drinks, Best- and worst-case forecasts, 2015-20
                                                                                                                                              • Figure 47: UK volume sales of sports drinks and energy drinks, Best- and worst-case forecasts, 2015-20
                                                                                                                                              • Figure 48: UK value sales of sports drinks, Best- and worst-case forecasts, 2015-20
                                                                                                                                              • Figure 49: UK volume sales of sports drinks, Best- and worst-case forecasts, 2015-20
                                                                                                                                              • Figure 50: UK value sales of energy drinks, Best- and worst-case forecasts, 2015-20
                                                                                                                                              • Figure 51: UK volume sales of energy drinks, Best- and worst-case forecasts, 2015-20

                                                                                                                                          Companies Covered

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

                                                                                                                                          Sports and Energy Drinks - UK - August 2015

                                                                                                                                          US $2,570.96 (Excl.Tax)