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Sports and Energy Drinks - UK - July 2014

“Brands in this market need to find new ways of convincing users of the safety and efficacy of their drinks. At the same time, it is necessary for them to identify new angles to engage prospective consumers. Drinks made from natural ingredients show strong potential with more than seven in 10 people showing interest.”

– David Zhang, Research Analyst

Some issues covered in this report include:

  • All-natural drinks look well-placed to resonate in both sports and energy drinks
  • High protein positioning can help sports drink brands encourage consumers to trade up
  • Clearer information and dilutable products offer ways to tackle consumers' concerns over safety of energy drinks

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Market size and forecast for the UK sports and energy drinks market, by value, 2009-19
            • Market drivers
              • The ageing population and falling number of 20-24s pose threats
                • Rising sports participation should benefit sports drinks
                  • Concerns over caffeine safety is mounting
                    • The risk of a potential ‘sugar tax’
                      • Companies, brands and innovation
                        • Lucozade and Red Bull remain market leaders
                          • Figure 2: Leading brands’ shares in the UK take-home sports drinks market, by value, 2013/14*
                          • Figure 3: Leading brands’ shares in the UK energy drinks market, by value, 2013/14*
                        • The sports and energy drink market continues to enjoy dynamic product innovation
                          • Naturalness resonates with consumers
                            • Aluminium can become the norm in energy drinks launches
                              • The consumer
                                • Three fifths of people drink sports drinks
                                  • Figure 4: Usage of sports and energy drinks, March 2014
                                • Drinking at home is the most popular occasion
                                  • Figure 5: Occasions for usage of sports and energy drinks, March 2014
                                • Natural ingredients spark the most interest
                                  • Figure 6: Interest in emerging or new sports and energy drink concepts, March 2014
                                • Convincing consumers of the effectiveness of sports drinks is imperative
                                  • Figure 7: Attitudes towards sports drinks, March 2014
                                • Clearer information on the ingredients of energy drinks is needed
                                  • Figure 8: Attitudes towards energy drinks, March 2014
                                • What we think
                                • Issues and Insights

                                    • All-natural drinks look well-placed to resonate in both sports and energy drinks
                                      • The facts
                                        • The implications
                                          • High protein positioning can help sports drink brands encourage consumers to trade up
                                            • The facts
                                              • The implications
                                                • Clearer information and dilutable products offer ways to tackle consumers’ concerns over safety of energy drinks
                                                  • The facts
                                                    • The implications
                                                    • Trend Application

                                                        • Make it Mine
                                                          • Factory Fear
                                                            • Mintel Future: Brand Intervention
                                                            • Market Drivers

                                                              • Key points
                                                                • The ageing population and falling number of 20-24s pose threats
                                                                  • Figure 9: Projected trends in the age structure of the UK population, 2014-19
                                                                • Ageing population: the challenges and opportunities for sports and energy drinks
                                                                  • 25-34s becomes the key growth engine
                                                                    • The growth in 10-14s will provide another boost to key users post-2019
                                                                      • Rising sports participation boosts consumers’ sports drinks spending
                                                                        • Figure 10: Participation in moderate intensity sport, at least one 30-minute session per week, England 2005/06-2012/13*
                                                                        • Figure 11: Consumer expenditure on participation in sports, 2008-18
                                                                      • Regulation on caffeine tightens
                                                                        • EFSA reviews safety of caffeine
                                                                          • FSA required high caffeine content to be labelled
                                                                            • Media coverage highlights caffeine bans by schools and age restrictions
                                                                              • The risk of a potential ‘sugar tax’
                                                                                • Various bodies raise concerns over sugar intake
                                                                                  • Sports and energy drink brands look to reduce sugar
                                                                                  • Strengths and Weaknesses

                                                                                    • Strengths
                                                                                      • Weaknesses
                                                                                      • Who’s Innovating?

                                                                                        • Key points
                                                                                          • The sports and energy drink market continues to enjoy dynamic NPD
                                                                                            • Figure 12: New product launches in the UK sports and energy drink market, 2009-14
                                                                                          • Small packs gain ground
                                                                                            • Further steps needed to stand out on convenience
                                                                                              • Figure 13: Resealable OK energy drink from Switzerland, Q4 2013
                                                                                            • Two in five launches are new products
                                                                                              • Figure 14: Tropicana Energy launched in the UK, Q4 2014
                                                                                            • Ethical claims become increasingly common
                                                                                              • Figure 15: Share of new products in the UK sports and energy drink market featuring selected claims, 2010-14
                                                                                            • Naturalness resonates with consumers
                                                                                              • Figure 16: Energy drinks positioned as using all-natural ingredients, Q2 2014
                                                                                            • Aluminium can becomes the norm in energy drinks launches
                                                                                              • Figure 17: New products launches in the UK sports and energy drink market, by packaging materials, 2009-14
                                                                                              • Figure 18: New product launches in the UK sports and energy drink market, by packaging type, 2009-14
                                                                                          • Market Size and Forecast

                                                                                            • Key points
                                                                                              • The growth of the market is slowing
                                                                                                • Figure 19: UK value and volume sales of sports and energy drinks, 2009-19
                                                                                              • The market’s key growth driver is losing momentum
                                                                                                • Figure 20: Market size and forecast for the UK sports and energy drinks market, by value, 2009-19
                                                                                                • Figure 21: Market size and forecast for the UK sports and energy drinks market, by volume, 2009-19
                                                                                              • NPD drives energy drink segment to grow
                                                                                                • Figure 22: UK value and volume sales of energy drinks, 2009-19
                                                                                                • Figure 23: Value sales and forecast for the UK energy drinks market, 2009-19
                                                                                              • Sports drink market is shrinking
                                                                                                • Figure 24: UK value and volume sales of sports drinks, 2009-19
                                                                                                • Figure 25: Value sales and forecast for the UK sports drinks market, 2009-19
                                                                                              • Forecast methodology
                                                                                              • Segment Performance

                                                                                                • Key points
                                                                                                  • Energy drinks are gaining market share
                                                                                                    • Figure 26: UK retail value sales of sports and energy drinks, by type, 2011-14
                                                                                                  • Sports drinks are struggling to win over consumers
                                                                                                  • Market Share

                                                                                                    • Key points
                                                                                                      • Sports drink market is highly concentrated
                                                                                                        • Figure 27: Leading manufacturers’ shares in the UK take-home sports drinks market, by value, 2013/14*
                                                                                                        • Figure 28: Leading brands’ sales and shares in the UK take-home sports drinks market, by value and volume 2012/13-2013/14
                                                                                                        • Figure 29: Leading manufacturers’ sales and shares in the UK take-home sports drinks market, by value and volume, 2012/13-2013/14
                                                                                                      • Two leading operators capture more than half of the energy drink market
                                                                                                        • Figure 30: Leading manufacturers’ share in the UK energy drinks market, by value, 2013/14*
                                                                                                        • Figure 31: Leading brands’ sales and shares in the UK take-home energy drinks market, by value, 2012/13-2013/14
                                                                                                        • Figure 32: Leading brands’ sales and shares in the UK take-home energy drinks market, by volume, 2012/13-2013/14
                                                                                                    • Brands and Companies

                                                                                                      • AG Barr
                                                                                                        • Background
                                                                                                          • Product range and innovation
                                                                                                            • Recent activity and promotion
                                                                                                              • Britvic/PepsiCo
                                                                                                                • Background
                                                                                                                  • Product range and innovation
                                                                                                                    • Recent activity and promotion
                                                                                                                      • Coca-Cola
                                                                                                                        • Background
                                                                                                                          • Product range and innovation
                                                                                                                            • Recent activity and promotion
                                                                                                                              • Red Bull
                                                                                                                                • Background
                                                                                                                                  • Product range and innovation
                                                                                                                                    • Recent activity and promotion
                                                                                                                                      • Suntory
                                                                                                                                        • Background
                                                                                                                                          • Product range and innovation
                                                                                                                                            • Recent activity and promotion
                                                                                                                                            • Brand Advertising, Perceptions and Social Media

                                                                                                                                              • Key points
                                                                                                                                                • Brand advertising
                                                                                                                                                  • Ad spend-to-sales ratio falls substantially
                                                                                                                                                    • Figure 33: Total above-the-line advertising expenditure in the sports and energy drinks market, 2010-14*
                                                                                                                                                  • Energy drinks enjoy higher share of ad support than sports drinks
                                                                                                                                                    • Figure 34: Total above-the-line advertising expenditure in the sports and energy drinks market, by segment, 2010-14*
                                                                                                                                                  • Suntory remains the largest spender on adverts
                                                                                                                                                    • Figure 35: Above-the-line advertising expenditure in the sports and energy drinks market, by leading advertisers, 2013
                                                                                                                                                  • Brand perceptions
                                                                                                                                                    • Key brand metrics
                                                                                                                                                      • Figure 36: Sports and energy drink brand key metrics, February 2014
                                                                                                                                                    • Brand map
                                                                                                                                                        • Figure 37: Attitudes towards and usage of brands in the sports and energy drink sector, February 2014
                                                                                                                                                      • Correspondence analysis
                                                                                                                                                        • Brand attitudes
                                                                                                                                                          • Figure 38: Attitudes, by sports and energy drink brand, February 2014
                                                                                                                                                        • Brand personality
                                                                                                                                                          • Figure 39: Sports and energy drink brand personality – Macro image, February 2014
                                                                                                                                                          • Figure 40: Sports and energy drink brand personality – Micro image, February 2014
                                                                                                                                                        • Brand usage
                                                                                                                                                          • Figure 41: Sports and energy drink brand usage, February 2014
                                                                                                                                                        • Brand experience
                                                                                                                                                          • Figure 42: Sports and energy drink brand experience, February 2014
                                                                                                                                                        • Social media and online buzz
                                                                                                                                                          • Social media metrics
                                                                                                                                                            • Figure 43: Social media metrics of selected sports and energy drink brands, June 2014
                                                                                                                                                          • Online mentions
                                                                                                                                                            • Figure 44: Online mentions of selected sports and energy drink brands, 26 May 2013-31 May 2014
                                                                                                                                                          • Topics of discussion
                                                                                                                                                            • Figure 45: Topics of discussion around selected sports and energy drink brands, 26 May 2013-31 May 2014
                                                                                                                                                          • Where discussion occurs
                                                                                                                                                            • Figure 46: Where people talk about sports and energy drinks brands, 26 May 2013-31 May 2014
                                                                                                                                                          • Analysis by brand
                                                                                                                                                            • Red Bull
                                                                                                                                                              • Figure 47: Topic cloud around mentions of Red Bull, 26 May 2013-31 May 2014
                                                                                                                                                              • Figure 48: Topic cloud around mentions of Red Bull, excluding mentions around Formula One. 26 May 2013-31 May 2014
                                                                                                                                                            • Lucozade
                                                                                                                                                              • Figure 49: Topic cloud around mentions of Lucozade, 26 May 2013-31 May 2014
                                                                                                                                                              • Figure 50: Share of conversation for different Lucozade flavours, 26 May 2013-31 May 2014
                                                                                                                                                              • Figure 51: Share of Lucozade conversation that Pink Lemonade and Orange flavours earn, by week, 26 May 2013-31 May 2014
                                                                                                                                                              • Figure 52: Share of conversation that new Lucozade flavours have achieved, by month, 1 January 2012-31 May 2014
                                                                                                                                                            • Monster
                                                                                                                                                              • Figure 53: Topic cloud around mentions of Monster, 26 May 2013-31 May 2014
                                                                                                                                                              • Figure 54: Topic cloud around mentions of Monster in relation to drink, 26 May 2013-31 May 2014
                                                                                                                                                            • Relentless
                                                                                                                                                              • Figure 55: Topic cloud around mentions of Relentless, 26 May 2013-31 May 2014
                                                                                                                                                            • Powerade
                                                                                                                                                              • Figure 56: Topic cloud around mentions of Powerade, 26 May 2013-31 May 2014
                                                                                                                                                          • Consumer – Frequency of Usage of Sports and Energy Drinks

                                                                                                                                                            • Key points
                                                                                                                                                              • Three in five people drinks sports drinks
                                                                                                                                                                • Figure 57: Usage of sports and energy drinks, March 2014
                                                                                                                                                              • Men remain more likely to drink sports and energy drinks
                                                                                                                                                                • Figure 58: Usage of sports and energy drinks, by gender, March 2014
                                                                                                                                                              • Usage frequency remains low
                                                                                                                                                                • Figure 59: Frequency of usage of sports and energy drinks, by type, March 2014
                                                                                                                                                            • Consumer – Usage Occasions

                                                                                                                                                              • Key points
                                                                                                                                                                • Drinking at home is the most popular occasion
                                                                                                                                                                  • Figure 60: Occasions for usage of sports and energy drinks, March 2014
                                                                                                                                                                • Sports usage remains low
                                                                                                                                                                  • Usage in mixed drinks boosts energy drinks
                                                                                                                                                                    • Older consumers are more likely to drink sports and energy drinks at home
                                                                                                                                                                      • Figure 61: Usage of sports and energy drinks at home, by age, March 2014
                                                                                                                                                                      • Figure 62: Tropicana energy launched in the UK, Q4 2014
                                                                                                                                                                    • Energy drink usage occasions remain few
                                                                                                                                                                      • Figure 63: Repertoire of usage occasions of energy drinks, March 2014
                                                                                                                                                                      • Figure 64: Interests in ‘energy drinks made with all-natural ingredients’, by age, March 2014
                                                                                                                                                                      • Figure 65: Energy drinks using all-natural ingredients, Q2 2014
                                                                                                                                                                  • Consumer – Interest in Product Concepts

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Natural ingredients spark the most interest
                                                                                                                                                                        • Figure 66: Interest in emerging or new sports and energy drink concepts, March 2014
                                                                                                                                                                      • All-natural sports or energy drinks of interest to half of adults
                                                                                                                                                                        • Dilute-to-taste appeals to one in four
                                                                                                                                                                          • Sports drinks with high protein could offer a platform for premiumisation
                                                                                                                                                                            • Figure 67: Sports drink users’ interest in high protein sports drinks, by income, March 2014
                                                                                                                                                                            • Figure 68: Interest in emerging or new sports and energy drink concepts among sport drink users, by drinking occasions, March 2014
                                                                                                                                                                          • Natural ingredients appeal to non-users of sports and energy drinks
                                                                                                                                                                            • Figure 69: Interest in emerging or new sports and energy drink concepts among non-users, March 2014
                                                                                                                                                                          • Dilution looks well-placed to win over non-users
                                                                                                                                                                          • Consumer – Attitudes Towards Sports and Energy Drinks

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Convincing consumers of the effectiveness of sports drinks is imperative
                                                                                                                                                                                • Figure 70: Attitudes towards sports drinks, March 2014
                                                                                                                                                                              • Further guidance needed on choice of drink
                                                                                                                                                                                  • Figure 71: Flavoured liquid water enhancer, MiO Sport, Q2 2014
                                                                                                                                                                                • Media coverage sparks concerns about sports drinks
                                                                                                                                                                                  • Few people see sports drinks as being for athletes only
                                                                                                                                                                                    • The distrust in the effectiveness of sports drinks peaks among ABC1s
                                                                                                                                                                                      • Figure 72: Agreement with the statement “It’s hard to tell if sports drinks actually work”, by usage of sports drinks, March 2014
                                                                                                                                                                                    • Clearer information on the ingredients of energy drinks is needed
                                                                                                                                                                                      • Figure 73: Attitudes towards energy drinks, March 2014
                                                                                                                                                                                    • Half of users see ingredients as more important than brands
                                                                                                                                                                                      • ‘Light’ energy drinks show potential
                                                                                                                                                                                        • Adverse media coverage affects the core users of energy drinks
                                                                                                                                                                                          • Figure 74: Energy drink users’ agreement with the statement ‘I’m worried about drinking energy drinks due to stories in the media’, by demographics, March 2014
                                                                                                                                                                                      • Consumer – Attitudes Towards Feeling Tired

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Getting more out of the day can offer a powerful proposition for sports and energy drinks
                                                                                                                                                                                            • Figure 75: Attitudes towards feeling tired, March 2014
                                                                                                                                                                                          • Energy drinks can tap into an emotional proposition
                                                                                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                                                                                              • Figure 76: Best- and worst-case forecasts for the sports and energy drinks market, by value, 2014-19
                                                                                                                                                                                              • Figure 77: Best- and worst-case forecasts for the sports and energy drinks market, by volume, 2014-19
                                                                                                                                                                                              • Figure 78: Best- and worst-case forecasts for the energy drinks market, by value, 2014-19
                                                                                                                                                                                              • Figure 79: Best- and worst-case forecasts for the energy drinks market, by volume, 2014-19
                                                                                                                                                                                              • Figure 80: Best- and worst-case forecasts for the sports drinks market, by value, 2014-19
                                                                                                                                                                                              • Figure 81: Best- and worst-case forecasts for the sports drinks market, by volume, 2014-19
                                                                                                                                                                                          • Appendix – Brand Advertising, Perceptions and Social Media

                                                                                                                                                                                              • Figure 82: Brand usage, February 2014
                                                                                                                                                                                              • Figure 83: Brand commitment, February 2014
                                                                                                                                                                                              • Figure 84: Brand diversity, February 2014
                                                                                                                                                                                              • Figure 85: Brand satisfaction, February 2014
                                                                                                                                                                                              • Figure 86: Brand recommendation, February 2014
                                                                                                                                                                                              • Figure 87: Brand attitude, February 2014
                                                                                                                                                                                              • Figure 88: Brand image – Macro image, February 2014
                                                                                                                                                                                              • Figure 89: Brand image – Micro image, February 2014
                                                                                                                                                                                              • Figure 90: Share of conversation of selected sports and energy drink brands, 26 May 2013 – 31 May 2014
                                                                                                                                                                                              • Figure 91: Topics of discussion around selected sports and energy drink brands, 26 May 2013-31 May 2014
                                                                                                                                                                                          • Appendix – Consumer – Frequency of Usage of Sports and Energy Drinks

                                                                                                                                                                                              • Figure 92: Frequency of usage of sports and energy drinks, March 2014
                                                                                                                                                                                              • Figure 93: Usage of any sports drinks, by demographics, March 2014
                                                                                                                                                                                              • Figure 94: Usage of any energy drinks, by demographics, March 2014
                                                                                                                                                                                              • Figure 95: Usage of any energy drinks or shots, by demographics, March 2014
                                                                                                                                                                                              • Figure 96: Usage of sports drinks and not energy drinks or shots, by demographics, March 2014
                                                                                                                                                                                              • Figure 97: Frequency of usage of branded sports drinks, by demographics, March 2014
                                                                                                                                                                                              • Figure 98: Frequency of usage of own-label sports drinks, by demographics, March 2014
                                                                                                                                                                                              • Figure 99: Frequency of usage of branded energy drinks, by demographics, March 2014
                                                                                                                                                                                              • Figure 100: Frequency of usage of own-label energy drinks, by demographics, March 2014
                                                                                                                                                                                              • Figure 101: Frequency of usage of energy shots, by demographics, March 2014
                                                                                                                                                                                          • Appendix – Consumer – Usage Occasions

                                                                                                                                                                                              • Figure 102: Occasions for usage of sports and energy drinks, March 2014
                                                                                                                                                                                              • Figure 103: Most popular occasions for usage of sports drinks, by demographics, March 2014
                                                                                                                                                                                              • Figure 104: Next most popular occasions for usage of sports drinks, by demographics, March 2014
                                                                                                                                                                                              • Figure 105: Other occasions for usage of sports drinks, by demographics, March 2014
                                                                                                                                                                                              • Figure 106: Occasions for usage of energy drinks, by demographics, March 2014
                                                                                                                                                                                          • Appendix – Consumer – Interest in Product Concepts

                                                                                                                                                                                              • Figure 107: Interest in emerging or new sports and energy drink concepts, March 2014
                                                                                                                                                                                              • Figure 108: Sports drink users' interest in emerging or new sports and energy drink concepts, March 2014
                                                                                                                                                                                              • Figure 109: Energy drink users' interest in emerging or new sports and energy drink concepts, March 2014
                                                                                                                                                                                              • Figure 110: Interest in emerging or new sports and energy drink concepts among non-users of sports drinks, March 2014
                                                                                                                                                                                              • Figure 111: Interest in emerging or new sports and energy drink concepts among non-users of energy drinks, March 2014
                                                                                                                                                                                              • Figure 112: Most popular emerging or new sports drink concepts, by demographics, March 2014
                                                                                                                                                                                              • Figure 113: Next most popular emerging or new sports drink concepts, by demographics, March 2014
                                                                                                                                                                                              • Figure 114: Most popular emerging or new energy drink concepts, by demographics, March 2014
                                                                                                                                                                                              • Figure 115: Next most popular emerging or new energy drink concepts, by demographics, March 2014
                                                                                                                                                                                              • Figure 116: Most popular emerging or new sports drink concepts among sports drink users, by demographics, March 2014
                                                                                                                                                                                              • Figure 117: Next most popular emerging or new sports drink concepts among sports drink users, by demographics, March 2014
                                                                                                                                                                                              • Figure 118: Most popular emerging or new energy drink concepts among energy drink users, by demographics, March 2014
                                                                                                                                                                                              • Figure 119: Next most popular emerging or new energy drink concepts among energy drink users, by demographics, March 2014
                                                                                                                                                                                              • Figure 120: Most popular emerging or new sports drink concepts among non-users of sports drinks, by demographics, March 2014
                                                                                                                                                                                              • Figure 121: Next most popular emerging or new sports drink concepts among non-users of sports drinks, by demographics, March 2014
                                                                                                                                                                                              • Figure 122: Most popular emerging or new energy drink concepts among non-users of energy drinks, by demographics, March 2014
                                                                                                                                                                                              • Figure 123: Next most popular emerging or new energy drink concepts among non-users of energy drinks, by demographics, March 2014
                                                                                                                                                                                              • Figure 124: Interest in emerging or new sports and energy drink concepts among sports drink users, by usage occasions of sports drinks, March 2014
                                                                                                                                                                                              • Figure 125: Interest in emerging or new sports and energy drink concepts among energy drink users, by usage occasions of energy drinks, March 2014
                                                                                                                                                                                          • Appendix – Consumer – Attitudes Towards Sports and Energy Drinks

                                                                                                                                                                                              • Figure 126: Attitudes towards sports and energy drinks, March 2014
                                                                                                                                                                                              • Figure 127: Sports drink users' attitudes towards sports and energy drinks, March 2014
                                                                                                                                                                                              • Figure 128: Energy drink users' attitudes towards sports and energy drinks, March 2014
                                                                                                                                                                                              • Figure 129: Attitudes towards sports and energy drinks among non-users of sports drinks, March 2014
                                                                                                                                                                                              • Figure 130: Attitudes towards sports and energy drinks among non-users of energy drinks, March 2014
                                                                                                                                                                                              • Figure 131: Agreement with the statement ‘I would like clearer information on what each ingredient in sports drinks do’, by demographics, March 2014
                                                                                                                                                                                              • Figure 132: Agreement with the statement ‘It’s hard to tell if sports drinks actually work’, by demographics, March 2014
                                                                                                                                                                                              • Figure 133: Agreement with the statement ‘It’s hard to know which sports drinks are right for me’, by demographics, March 2014
                                                                                                                                                                                              • Figure 134: Agreement with the statement ‘I’m put off drinking sports drinks due to stories in the media ’, by demographics, March 2014
                                                                                                                                                                                              • Figure 135: Agreement with the statement ‘Sports drinks are beneficial to athletes only’, by demographics, March 2014
                                                                                                                                                                                              • Figure 136: Agreement with the statement ‘I would like clearer information on what the different ingredients in energy drinks do’, by demographics, March 2014
                                                                                                                                                                                              • Figure 137: Agreement with the statement ‘It’s hard to know how much energy drinks you can safely drink per day’, by demographics, March 2014
                                                                                                                                                                                              • Figure 138: Agreement with the statement ‘Supermarkets imposing an age limit on purchase of energy drinks would be a good thing’, by demographics, March 2014
                                                                                                                                                                                              • Figure 139: Agreement with the statement ‘I would like to be able to control how strong an energy drink is’, by demographics, March 2014
                                                                                                                                                                                              • Figure 140: Agreement with the statement ‘The brand doesn’t matter in energy drinks, just the effective ingredients’, by demographics, March 2014
                                                                                                                                                                                              • Figure 141: Agreement with the statement ‘Diluting an energy drink with water is a good way to stop it being too strong’, by demographics, March 2014
                                                                                                                                                                                              • Figure 142: Agreement with the statement ‘I’m worried about drinking energy drinks due to stories in the media’, by demographics, March 2014
                                                                                                                                                                                            • Sports drinks users’ attitudes towards sports drinks
                                                                                                                                                                                              • Figure 143: Agreement with the statement ‘I would like clearer information on what each ingredient in sports drinks do’ among sports drink users, by demographics, March 2014
                                                                                                                                                                                              • Figure 144: Agreement with the statement ‘It’s hard to know which sports drinks are right for me’ among sports drink users, by demographics, March 2014
                                                                                                                                                                                              • Figure 145: Agreement with the statement ‘It’s hard to tell if sports drinks actually work’ among sports drink users, by demographics, March 2014
                                                                                                                                                                                              • Figure 146: Agreement with the statement ‘I’m put off drinking sports drinks due to stories in the media’ among sports drink users, by demographics, March 2014
                                                                                                                                                                                              • Figure 147: Agreement with the statement ‘Sports drinks are beneficial to athletes only’ among sports drink users, by demographics, March 2014
                                                                                                                                                                                            • Energy drink users’ attitudes towards energy drinks
                                                                                                                                                                                              • Figure 148: Agreement with the statement ‘I would like clearer information on what the different ingredients in energy drinks do’ among energy drink users, by demographics, March 2014
                                                                                                                                                                                              • Figure 149: Agreement with the statement ‘It’s hard to know how much energy drinks you can safely drink per day’ among energy drink users, by demographics, March 2014
                                                                                                                                                                                              • Figure 150: Agreement with the statement ‘I would like to be able to control how strong an energy drink is’ among energy drink users, by demographics, March 2014
                                                                                                                                                                                              • Figure 151: Agreement with the statement ‘Supermarkets imposing an age limit on purchase of energy drinks would be a good thing’ among energy drink users, by demographics, March 2014
                                                                                                                                                                                              • Figure 152: Agreement with the statement ‘The brand doesn’t matter in energy drinks, just the effective ingredients’ among energy drink users, by demographics, March 2014
                                                                                                                                                                                              • Figure 153: Agreement with the statement ‘Diluting an energy drink with water is a good way to stop it being too strong’ among energy drink users, by demographics, March 2014
                                                                                                                                                                                              • Figure 154: Agreement with the statement ‘I’m worried about drinking energy drinks due to stories in the media’ among energy drink users, by demographics, March 2014
                                                                                                                                                                                            • Non-users’ attitudes towards sports drinks
                                                                                                                                                                                              • Figure 155: Agreement with the statement ‘It’s hard to tell if sports drinks actually work’ among non-users of sports drinks, by demographics, March 2014
                                                                                                                                                                                              • Figure 156: Agreement with the statement ‘I would like clearer information on what each ingredient in sports drinks do’ among non-users of sports drinks, by demographics, March 2014
                                                                                                                                                                                              • Figure 157: Agreement with the statement ‘It’s hard to know which sports drinks are right for me’ among non-users of sports drinks, by demographics, March 2014
                                                                                                                                                                                              • Figure 158: Agreement with the statement ‘I’m put off drinking sports drinks due to stories in the media’ among non-users of sports drinks, by demographics, March 2014
                                                                                                                                                                                              • Figure 159: Agreement with the statement ‘Sports drinks are beneficial to athletes only’ among non-users of sports drinks, by demographics, March 2014
                                                                                                                                                                                            • Non-users’ attitudes towards energy drinks
                                                                                                                                                                                              • Figure 160: Agreement with the statement ‘I would like clearer information on what the different ingredients in energy drinks do’ among non-users of energy drinks, by demographics, March 2014
                                                                                                                                                                                              • Figure 161: Agreement with the statement ‘It’s hard to know how much energy drinks you can safely drink per day’ among non-users of energy drinks, by demographics, March 2014
                                                                                                                                                                                              • Figure 162: Agreement with the statement ‘Supermarkets imposing an age limit on purchase of energy drinks would be a good thing’ among non-users of energy drinks, by demographics, March 2014
                                                                                                                                                                                              • Figure 163: Agreement with the statement ‘The brand doesn’t matter in energy drinks, just the effective ingredients’ among non-users of energy drinks, by demographics, March 2014
                                                                                                                                                                                              • Figure 164: Agreement with the statement ‘I would like to be able to control how strong an energy drink is’ among non-users of energy drinks, by demographics, March 2014
                                                                                                                                                                                              • Figure 165: Agreement with the statement ‘I’m worried about drinking energy drinks due to stories in the media’ among non-users of energy drinks, by demographics, March 2014
                                                                                                                                                                                              • Figure 166: Agreement with the statement ‘Diluting an energy drink with water is a good way to stop it being too strong’ among non-users of energy drinks, by demographics, March 2014
                                                                                                                                                                                          • Appendix – Consumer – Attitudes Towards Feeling Tired

                                                                                                                                                                                              • Figure 167: Attitudes towards feeling tired, March 2014
                                                                                                                                                                                              • Figure 168: Agreement with the statement ‘I often feel tired’, by demographics, March 2014
                                                                                                                                                                                              • Figure 169: Agreement with the statement ‘Feeling tired puts me in a bad mood’, by demographics, March 2014
                                                                                                                                                                                              • Figure 170: Agreement with the statement ‘I get irritated easily when I’m tired’, by demographics, March 2014
                                                                                                                                                                                              • Figure 171: Agreement with the statement ‘Feeling tired makes me feel less confident’, by demographics, March 2014
                                                                                                                                                                                              • Figure 172: Agreement with the statement ‘I don’t feel like spending time with others when I’m tired’, by demographics, March 2014
                                                                                                                                                                                              • Figure 173: Agreement with the statement ‘Activities I normally enjoy aren’t as much fun when I’m tired’, by demographics, March 2014
                                                                                                                                                                                              • Figure 174: Agreement with the statement ‘I get more out of my day when I feel more alert’, by demographics, March 2014
                                                                                                                                                                                              • Figure 175: Agreement with the statement ‘I’m more fun to be around when I’m feeling energetic’, by demographics, March 2014
                                                                                                                                                                                              • Figure 176: Agreement with the statement ‘I hate feeling low on energy’, by demographics, March 2014

                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                          • Activision
                                                                                                                                                                                          • AG Barr
                                                                                                                                                                                          • Britvic Soft Drinks
                                                                                                                                                                                          • Coca-Cola Enterprises Ltd
                                                                                                                                                                                          • Coca-Cola GB
                                                                                                                                                                                          • Competition Commission
                                                                                                                                                                                          • Dr Pepper Snapple Group, Inc.
                                                                                                                                                                                          • Fédération Internationale de Football Association
                                                                                                                                                                                          • Gatorade
                                                                                                                                                                                          • GlaxoSmithKline Plc
                                                                                                                                                                                          • PepsiCo Inc
                                                                                                                                                                                          • Red Bull UK
                                                                                                                                                                                          • Suntory Group

                                                                                                                                                                                          Sports and Energy Drinks - UK - July 2014

                                                                                                                                                                                          £1,995.00 (Excl.Tax)