Sports and Energy Drinks - UK - July 2009
The market for sports/energy drinks has been buoyant despite the effects of the recession – and in 2008 it accounted for a combined £941 million, up 10% on 2007. In volume terms, the market achieved some 484 million litres, also up 10% on 2007. For 2009, the market is estimated to reach 525 million litres for a value of just over £1 billion.
In terms of value, the sports and energy market pales in comparison to its main competitors. For example, Mintel estimates soft drinks to be worth £6 billion in 2008, with bottled water at £1.9 billion.
A failure to grow penetration in the UK – which currently stands at a third of adults. Instead, the market has succeeded by increasing frequency of drinking amongst young male converts in particular.
The challenge for the industry going forward is to grow its user base by successfully targeting females, 35-54s and workers. This means increasingly stealing share from carbonates and bottled water in particular.
According to research for this report, there is much consumer confusion about the difference between sports and energy drinks. As a result, this report largely analyses sports/energy drinks together, but focuses on them separately in the Market Size and Consumer sections.
Understand which brands are in the best position to exploit the opportunities the market offers, and learn how smaller niche brands can gain share.
Validate consumers’ perceptions of sports and energy drinks being the healthier option compared to carbonates.
Explore consumption occasions for sports and energy drinks and pinpoint whether they are purely sport- or exercise-driven, used for casual consumption or seen as a ‘pick-me-up’.
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