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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.

Key themes

  • 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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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
        • Future Opportunities

          • It’s time to grow up
            • Bridging the gap between youth and ‘middle age’
              • Transcending occasions for usage
                • A greater focus on mental benefits
                  • Embracing feminisation
                  • Market in Brief

                    • Market proves recession-proof
                      • Energy drinks account for majority of sales
                        • Need to increase penetration
                          • A continually innovating market
                            • Dominated by the few
                              • The future is bright
                              • Internal Market Environment

                                • Key points
                                  • Consumer confusion reigns
                                    • A competitive price point
                                      • Figure 1: Average retailer price of drink categories in the off-trade, June 2009
                                    • Proving functionality
                                      • Targeting beyond active young males
                                        • Figure 2: Proportion of people meeting physical activity recommendations in England, by gender and age, 2006
                                      • Helping the middle-aged to be more active
                                        • Figure 3: Trends for those who claim to do some form of sport or exercise at least once a week, by age, 2004-08
                                      • Targeting hard-working Brits
                                        • Figure 4: Share of employees working over 48 hours a week and claiming their jobs have a high pace of work – Europe, by country, 2005
                                      • Countering the energy ‘dip’
                                        • On-trade in flux creates opportunities for others
                                          • Figure 5: Number of nightclub admissions and pub outlets in UK, 2005-08
                                      • Broader Market Environment

                                        • Key points
                                          • European legislation could transform the market
                                            • Caught in the crossfire of the health police
                                              • The problems of an ageing population to a youth-oriented market
                                                • Figure 6: Structure of the UK population, by age, 2004-14
                                              • Consumers with less to spend
                                                • Figure 7: Trends in PDI and consumer expenditure in the UK, 2004-14
                                              • Green shoots of recovery?
                                                • Figure 8: Trends in consumer confidence, 1988-2009
                                                • Figure 9: Trends in the impact of the economic downturn on consumers, January and June 2009
                                              • What will the summer bring?
                                                • Figure 10: Trends in average summer sunshine hours in UK* compared to sales of energy/sports drinks, 2002-08
                                            • Competitive Context

                                              • Key points
                                                • The recession has changed the rules of the game
                                                  • Figure 11: Trends in value sales for non-alcoholic drinks, 2004-08
                                                  • Figure 12: Trends in consumption of non-alcoholic drinks, by type, 2004-08
                                                • Opportunity to increase ‘share of throat’
                                                  • Stealing share from water and soft drinks
                                                    • Stealing share from tea and coffee
                                                    • Strengths and Weaknesses in the Market

                                                      • Strengths
                                                        • Weaknesses
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • High level of NPD
                                                              • Figure 13: Sports and energy drinks new product development (NPD), by type of activity, cumulative 2007-09*
                                                            • More competition from own-label
                                                              • Figure 14: Innovation in new products, by brands and own-label, 2006-09
                                                            • Shift towards sports drinks
                                                              • Figure 15: Innovation in new products, by category, 2006-09
                                                            • The rise of energy shots
                                                              • Healthier options
                                                                • Controlling energy levels
                                                                  • A mental edge
                                                                    • New mixer for spirits
                                                                      • Own-label launches
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Market to hit billion mark in 2009
                                                                            • Recession has minimal impact on the market
                                                                              • Figure 16: UK volume and value sales of energy and sports drinks, 2004-14
                                                                            • Sports drinks growing share of total market
                                                                              • Figure 17: Share of volume sales of energy and sports drinks in total market, 2004-14
                                                                            • Factors used in the forecast
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Total energy drinks market continues to flourish
                                                                                  • Figure 18: UK volume and value sales of the energy drinks market, 2004-14
                                                                                • Both stimulant and energy drinks growing strongly
                                                                                  • Figure 19: UK volume and value sales of energy drinks, by type, 2007-09
                                                                                • Sports market also showing impressive growth
                                                                                  • Figure 20: UK volume and value sales of the sports drinks market, 2004-14
                                                                                • Isotonic sports drinks dominating sector
                                                                                  • Figure 21: UK volume and value sales of sports drinks, by type, 2007-09
                                                                              • Market Share

                                                                                • Key points
                                                                                  • Increased competition from new entrants and own-label
                                                                                      • Figure 22: Brand shares in UK value sales of energy drinks, 2007-09
                                                                                    • Lucozade losing share but still dominating sports drinks
                                                                                      • Figure 23: Brand shares in UK value sales of sports drinks, 2007-09
                                                                                  • Companies and Products

                                                                                    • Key points
                                                                                      • Britvic/PepsiCo
                                                                                        • Coca-Cola Enterprises (CCE)
                                                                                          • GlaxoSmithKline (GSK)
                                                                                            • My Goodness Ltd
                                                                                              • Red Bull Company (RBC)
                                                                                                • Other companies
                                                                                                  • Pussy
                                                                                                    • Focus 5-hour energy
                                                                                                    • Brand Elements

                                                                                                      • Key points
                                                                                                        • Brand map
                                                                                                            • Figure 24: Attitudes and usage of sport and energy drink brands, April 2009
                                                                                                          • Brand qualities of sport and energy drink brands
                                                                                                            • Lucozade is most refreshing, but Red Bull still seen as a fad?
                                                                                                              • Figure 25: Personalities of various sport and energy drink brands, April 2009
                                                                                                              • Figure 26: Key personality aspects of various sport and energy drink brands, April 2009
                                                                                                            • Experience of sport and energy drink brands
                                                                                                              • Lucozade most used, For Goodness Shakes! lacks awareness
                                                                                                                • Figure 27: Consumer usage of various sport and energy drink brands, April 2009
                                                                                                              • Brand intentions for sport and energy drink brands
                                                                                                                • Health concerns hit Red Bull?
                                                                                                                  • Figure 28: Consideration of various sport and energy drink brands, April 2009
                                                                                                                • Brand satisfaction for sport and energy drink brands
                                                                                                                  • For Goodness Shakes! not so good
                                                                                                                    • Figure 29: Satisfaction with various sport and energy drink brands, April 2009
                                                                                                                  • Brand commitment to sport and energy drink brands
                                                                                                                    • Lucozade users most loyal, Powerade lacks emotion
                                                                                                                      • Figure 30: Commitment to various sport and energy drink brands, April 2009
                                                                                                                    • Red Bull
                                                                                                                      • What the consumer thinks
                                                                                                                        • Figure 31: Attitudes towards the Red Bull brand, April 2009
                                                                                                                      • Strengths
                                                                                                                        • Room for improvement
                                                                                                                          • Lucozade
                                                                                                                            • What the consumer thinks
                                                                                                                              • Figure 32: Attitudes towards the Lucozade brand, April 2009
                                                                                                                            • Strengths
                                                                                                                              • Room for improvement
                                                                                                                              • Brand Communication and Promotion

                                                                                                                                • Key points
                                                                                                                                  • Adspend set to slow
                                                                                                                                    • Figure 33: Main monitored media above-the-line advertising spend on sports and energy drinks and adspend: sales ratio, 2004-09
                                                                                                                                  • Above-the-line advertising by media channel
                                                                                                                                    • Figure 34: Main monitored media above-the-line advertising spend on sports/energy drinks, by media type, 2007-09
                                                                                                                                  • Activity by advertiser: 2006-08
                                                                                                                                    • Figure 35: Leading advertisers for sports/energy drinks, 2006-08
                                                                                                                                    • Figure 36: Top ten most advertised brands of sports/energy drinks, 2006-08
                                                                                                                                • Channels to Market

                                                                                                                                  • Key points
                                                                                                                                    • A decline in convenience shopping
                                                                                                                                      • Figure 37: UK value sales of sports drinks, by outlet type, 2007-09
                                                                                                                                      • Figure 38: UK value sales of energy drinks, by outlet type, 2007-09
                                                                                                                                    • Growing influence of the major supermarkets
                                                                                                                                      • Figure 39: Share of multiple retailer in food sales, 2007/08 and 2008/09
                                                                                                                                  • The Consumer – Usage of Energy/Sports Drinks

                                                                                                                                    • Key points
                                                                                                                                      • A need to expand the user base
                                                                                                                                        • Figure 40: Trends in penetration and volume sales of energy/sports drinks, 2004-08
                                                                                                                                      • Increasing frequency amongst existing consumers
                                                                                                                                        • Figure 41: Frequent consumption (at least twice a week) of sports/energy drinks, 2004-08
                                                                                                                                      • Targeting youth at the expense of others
                                                                                                                                        • Figure 42: Trends in highest volume consumption of energy/sports drinks (VII), by gender and age, 2004-08
                                                                                                                                        • Figure 43: Agreement with health statements, by gender, February 2009
                                                                                                                                      • Huge crossover of energy and sports drinkers
                                                                                                                                        • Simplify, don’t alienate
                                                                                                                                            • Figure 44: Crossover in consumption between energy and sports drinks, April 2009
                                                                                                                                        • Attitudes towards Energy Drinks

                                                                                                                                          • Key points
                                                                                                                                              • Figure 45: Attitudes towards energy drinks – all adults and drinkers, April 2009
                                                                                                                                            • Barriers and non-barriers to entry
                                                                                                                                                • Figure 46: Difference between users and non-users, April 2009
                                                                                                                                              • Even users not convinced by value for money
                                                                                                                                                • Figure 47: Attitude towards thinking energy drinks are expensive for what they are, by age, April 2009
                                                                                                                                              • Consumers question energy drinks’ functionality
                                                                                                                                                • Navigating busy lifestyles
                                                                                                                                                  • Stealing share from other drinks categories
                                                                                                                                                    • Health concerns
                                                                                                                                                    • Attitudes towards Sports Drinks

                                                                                                                                                      • Key points
                                                                                                                                                          • Figure 48: Attitudes towards sports drinks – all adults and drinkers, April 2009
                                                                                                                                                        • Barriers and non-barriers to entry
                                                                                                                                                            • Figure 49: Difference between users and non-users, April 2009
                                                                                                                                                          • Clearer functional benefits compared to energy drinkers…
                                                                                                                                                            • …but also cynicism about whether they represent value
                                                                                                                                                              • Authenticity is a key competitive advantage
                                                                                                                                                                • Versatility beyond sport
                                                                                                                                                                  • Tastier than energy drinks
                                                                                                                                                                    • Confusion about jargon
                                                                                                                                                                    • Targeting Opportunities for Energy Drinks

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Identifying targets
                                                                                                                                                                          • Figure 50: Size of the attitudinal groups for energy drinks, April 2009
                                                                                                                                                                          • Figure 51: Energy drinks target groups differentiated on key attitudinal statements, April 2009
                                                                                                                                                                        • The Converted
                                                                                                                                                                          • Who are they?
                                                                                                                                                                            • Next steps
                                                                                                                                                                              • Taste Averse
                                                                                                                                                                                • Who are they?
                                                                                                                                                                                  • Next steps
                                                                                                                                                                                    • Hedonists
                                                                                                                                                                                      • Who are they?
                                                                                                                                                                                        • Next steps
                                                                                                                                                                                          • Unbelievers
                                                                                                                                                                                            • Who are they?
                                                                                                                                                                                              • Next steps
                                                                                                                                                                                                • Disengaged
                                                                                                                                                                                                • Targeting Opportunities for Sports Drinks

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Identifying targets
                                                                                                                                                                                                      • Figure 52: Size of sports drinks attitudinal groups, April 2009
                                                                                                                                                                                                      • Figure 53: Sports drinks attitudinal groups differentiated on key attitudinal statements, April 2009
                                                                                                                                                                                                    • Serious about Sport
                                                                                                                                                                                                      • Who are they?
                                                                                                                                                                                                        • Next steps
                                                                                                                                                                                                          • Taste-conscious
                                                                                                                                                                                                            • Who are they?
                                                                                                                                                                                                              • Next steps
                                                                                                                                                                                                                • Cynical about Value
                                                                                                                                                                                                                  • Who are they?
                                                                                                                                                                                                                    • Next steps
                                                                                                                                                                                                                      • Disengaged
                                                                                                                                                                                                                      • Appendix

                                                                                                                                                                                                                        • Consumer research
                                                                                                                                                                                                                          • ACORN
                                                                                                                                                                                                                            • Advertising data
                                                                                                                                                                                                                              • Abbreviations
                                                                                                                                                                                                                              • Appendix – Internal Market Environment

                                                                                                                                                                                                                                  • Figure 54: Agreement of sports/energy drink consumers with lifestyle statements, 2008
                                                                                                                                                                                                                              • Appendix – Consumer Usage for Sports/Energy Drinks

                                                                                                                                                                                                                                  • Figure 55: Consumption of energy drinks in the last 12 months, by demographics, 2008
                                                                                                                                                                                                                                  • Figure 56: Usage of energy drink brands, by demographics, April 2009
                                                                                                                                                                                                                                  • Figure 57: Usage of sports drink brands, by demographics, April 2009
                                                                                                                                                                                                                              • Appendix – Consumer Attitudes towards Energy Drinks

                                                                                                                                                                                                                                  • Figure 58: Most popular statements on energy drinks, by demographics, April 2009
                                                                                                                                                                                                                                  • Figure 59: Next most popular statements on energy drinks, by demographics, April 2009 (continued)
                                                                                                                                                                                                                                  • Figure 60: Other statements on energy drinks, by demographics, April 2009 (continued)
                                                                                                                                                                                                                                  • Figure 61: Most popular statements on sports drinks, by demographics, April 2009
                                                                                                                                                                                                                                  • Figure 62: Next most popular statements on sports drinks, by demographics, April 2009 (continued)
                                                                                                                                                                                                                              • Appendix – Targeting Opportunities for Energy Drinks

                                                                                                                                                                                                                                  • Figure 63: Energy drinks attitudinal groups, by statements about energy drinks, April 2009
                                                                                                                                                                                                                                  • Figure 64: Target groups, by demographics, April 2009
                                                                                                                                                                                                                                  • Figure 65: Energy/sports drinks drunk in the past year, by target groups, April 2009
                                                                                                                                                                                                                                  • Figure 66: Energy/sports drinks drunk in the past year, by target groups, April 2009
                                                                                                                                                                                                                              • Appendix – Targeting Opportunities for Sports Drinks

                                                                                                                                                                                                                                  • Figure 67: Sports drinks attitudinal groups, by statements about sports drinks, April 2009
                                                                                                                                                                                                                                  • Figure 68: Sports drinker attitudinal groups, by demographics, April 2009
                                                                                                                                                                                                                                  • Figure 69: Energy/sports drinks drunk in the past year, by sports drinker target groups, April 2009
                                                                                                                                                                                                                                  • Figure 70: Sports drinker target groups, by sports brands drunk, April 2009

                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                              • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                                              • Asda Group Ltd
                                                                                                                                                                                                                              • British Market Research Bureau (BMRB)
                                                                                                                                                                                                                              • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                                                              • Britvic Soft Drinks
                                                                                                                                                                                                                              • CACI Limited
                                                                                                                                                                                                                              • Co-operative Group
                                                                                                                                                                                                                              • Coca-Cola GB
                                                                                                                                                                                                                              • Daily Express
                                                                                                                                                                                                                              • Daily Mirror (The)
                                                                                                                                                                                                                              • Fitness Industry Association
                                                                                                                                                                                                                              • Food Standards Agency
                                                                                                                                                                                                                              • Gatorade
                                                                                                                                                                                                                              • Gfk NOP
                                                                                                                                                                                                                              • GlaxoSmithKline Plc
                                                                                                                                                                                                                              • Holland & Barrett Retail Ltd
                                                                                                                                                                                                                              • J. Sainsbury
                                                                                                                                                                                                                              • Lidl (UK)
                                                                                                                                                                                                                              • Marks & Spencer
                                                                                                                                                                                                                              • Ogilvy & Mather (UK)
                                                                                                                                                                                                                              • Outdoor Advertising Association of Great Britain
                                                                                                                                                                                                                              • Pepsi-Cola UK
                                                                                                                                                                                                                              • Red Bull UK
                                                                                                                                                                                                                              • Tesco Plc
                                                                                                                                                                                                                              • The Sun
                                                                                                                                                                                                                              • Virgin Media Ltd
                                                                                                                                                                                                                              • Waitrose
                                                                                                                                                                                                                              • Wm Morrison Supermarkets
                                                                                                                                                                                                                              • YouTube, Inc.

                                                                                                                                                                                                                              Sports and Energy Drinks - UK - July 2009

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