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Sports and Energy Drinks - UK - September 2011

This report focuses on RTD (ready-to-drink) sports and energy drinks.

Sports drinks are drinks that claim, through scientific analysis, to improve sporting performance or to speed recovery. Most of these drinks are labelled isotonic/hypotonic and are aimed to rehydrate and replenish the sugar, water and other nutrients lost during exercise. Examples include Lucozade Sport, Powerade and Gatorade. As these contain very little carbohydrate (5-8%), such drinks provide fluid quickly as they are more easily absorbed, but contain relatively small amounts of energy.

Sports drinks are divided into three major types:

  • Isotonic drinks: These have the same osmolality as that in the body, and are designed to aid rehydration as they are therefore readily absorbed into the blood. Isotonic drinks include Powerade and Lucozade Sport.
  • Hypotonic drinks: These have a lower osmolality than body fluids and are therefore absorbed more quickly than isotonic drinks and more quickly than water into the blood.
  • Hypertonic drinks: These have a higher osmolality than body fluids and are designed to be taken after exercise to replace electrolytes, aid recovery and provide an energy boost. Lucozade Sport Hydro Active is a hypertonic drink.

Energy drinks are drinks that specifically claim to provide an energy or stimulant boost, providing the body with extra energy during times of increased physical and/or mental activity. These generally include active ingredients such as glucose, caffeine and taurine, as well as other health-giving ingredients such as ginseng and various vitamins and minerals. The market now divides itself into three distinct categories:

  • Energy drinks provide physical energy through glucose or a range of sugars, such as Lucozade Original Energy and in this way can be consumed pre-sports to ensure a physical edge.
  • Stimulant drinks are designed to stimulate both mind and body, and claim to improve concentration, reaction time and endurance. Stimulant drinks contain active ingredients such as caffeine and taurine, and are non-alcoholic. The best-known example is Red Bull.
  • Energy shots refers to what are usually more concentrated versions of energy/stimulant drinks ie they typically retail in a 50ml bottle rather than in a can of between 250 and 500 ml. They are marketed as longer-lasting energy aids, eg 5-Hour Energy drink which is the market leader in the US, where sales are much stronger than in the UK.

Common active ingredients in energy drinks include:

  • glucose and sucrose, which are simple carbohydrates and constitute a source of energy
  • caffeine, which has a stimulating effect on the body, most notably in the cardiovascular system and the brain.
  • taurine is an amino acid that naturally occurs in the body in levels that are sufficient to sustain its everyday needs. However, in times of increased physical exertion, the human body’s supply of taurine falls short of requirement. Manufacturers have claimed that taurine in liquid form delays the onset of fatigue. However, in a recent review, the European Food Standards Authority (EFSA) could find no robust evidence to support this claim.

Excluded

  • Sports nutrition products including protein powders, amino acids, creatine tablets and powders and ‘power’ bars (cereal bars with added vitamins and minerals), where these are positioned as assisting sports performance, helping to build up body muscle, increase personal strength or helping to get into shape.
  • Powders (which mix with water, milk or other liquid to make a drink), tablets and capsules designed to build muscle or aid weight gain, where this is allied to weight resistance training.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
                • Figure 1: UK value sales and forecast for the total energy/sports drinks market, 2006-16
              • Market factors
                • Figure 2: Agreement with statements about busy lifestyles, by age group, 2010
              • Companies, brands and innovation
                  • Figure 3: Market share in value sales for the combined energy/sports drink take home market, 2010
                • The consumer
                    • Figure 4: Reasons for purchasing sports/energy drinks, July 2011
                  • What we think
                  • Issues in the Market

                      • Given their high price-points and the current economic troubles, why are sports/energy drinks performing so well?
                        • Does the recent exponential growth mean that the market is becoming mature?
                          • Is the association of energy drinks with kids something which could damage sales long-term?
                            • Are there opportunities for new brand entrants?
                            • Future Opportunities

                                • Agelessness
                                  • Many Mes
                                  • Internal Market Environment

                                    • Key points
                                      • Increasing pressure to justify price
                                          • Figure 5: Price comparison of energy drink brands, by format size, September 2011
                                        • Busy lifestyles peak amongst 25-34s
                                            • Figure 6: Agreement with statements on busy lifestyles, by age group, 2010
                                          • Consumers crave a balanced healthy lifestyle
                                            • The long-term danger of negative PR
                                            • Broader Market Environment

                                              • Key points
                                                • Economic growth is sluggish…
                                                  • Figure 7: The change in UK GDP at constant prices, Q1 2007-Q2 2011
                                                • ... and consumer incomes dramatically squeezed
                                                  • Figure 8: Year-on-year % change in Average weekly earnings compared to inflation in the UK, January 2008-June 2011
                                                • Changes in the UK social structure
                                                  • Figure 9: Forecast adult population trends, by socio-economic group, 2006-16
                                                • Double-digit growth in 25-34s should help sports/energy drinks
                                                • Competitive Context

                                                  • Key points
                                                    • Energy/sports drinks is lone soft drink category to grow its user base
                                                        • Figure 10: Trends in drink types consumed in the past 12 months, 2006-10
                                                    • Strengths and Weaknesses in the Market

                                                      • Strengths
                                                        • Weaknesses
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • A market driven by innovation
                                                              • A sustained focus on low sugar variants
                                                                • Figure 11: Proportion of new energy/sports drinks with a low sugar/fat claim, 2007-11*
                                                              • More natural formulations
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • The market’s exponential growth shows no sign of slowing
                                                                    • Figure 12: Market size and forecast for total energy/sports drinks in volume and value sales, 2006-16
                                                                    • Figure 13: UK value sales and forecast for the total energy/sports drinks market in value sales, 2006-16
                                                                  • Energy drinks drive the market with more mainstream appeal
                                                                    • Figure 14: Market size and forecast for energy drinks in volume and value sales, 2006-16
                                                                    • Figure 15: UK value sales and forecast for the energy drinks market in value sales, 2006-16
                                                                  • Sports drinks continue to thrive in energy drinks’ shadow
                                                                    • Figure 16: Market size and forecast for sports drinks in volume and value sales, 2006-16
                                                                    • Figure 17: UK value sales and forecast for the sports drinks market in value sales, 2006-16
                                                                  • Forecast methodology
                                                                  • Market Segmentation

                                                                    • Key points
                                                                      • Sales in take-home are driving sector
                                                                        • Figure 18: Value and volume sales of energy/ sports drinks in the take home and on-premise sectors, 2006-11
                                                                    • Market Share

                                                                      • Key points
                                                                        • Competition for market share intensifies…
                                                                          • … and leads to erosion of share for Red Bull and Lucozade
                                                                            • Figure 19: Market share in value sales for the combined energy/sports drink take home market, 2008-10
                                                                        • Companies and Products

                                                                          • Key points
                                                                            • A.G. Barr
                                                                              • Britvic/PepsiCo
                                                                                • Coca-Cola
                                                                                  • GlaxoSmithKline (GSK)
                                                                                    • Red Bull
                                                                                    • Channels to Market

                                                                                      • Key points
                                                                                        • Multiples strengthen their grip on the market
                                                                                          • Figure 20: Value sales of sports/energy drinks, by channel, 2008-10
                                                                                        • A challenging on-trade environment
                                                                                        • Brand Research

                                                                                          • Brand map
                                                                                              • Figure 21: Attitudes towards and usage of sports and energy drinks brands, July 2011
                                                                                            • Correspondence analysis
                                                                                              • Brand attitudes
                                                                                                • Figure 22: Attitudes by sports and energy drinks brand, July 2011
                                                                                              • Brand personality
                                                                                                • Figure 23: Sports and energy drinks brand personality – macro image, July 2011
                                                                                                • Figure 24: Sports and energy drinks brand personality – micro image, July 2011
                                                                                              • Brand experience
                                                                                                • Figure 25: Sports and energy drinks brand usage, July 2011
                                                                                                • Figure 26: Satisfaction with various sports and energy drinks brands, July 2011
                                                                                                • Figure 27: Consideration of sports and energy drinks brands, July 2011
                                                                                                • Figure 28: Consumer perceptions of current sports and energy drinks brand performance, July 2011
                                                                                                • Figure 29: Sports and energy drinks brand recommendation – Net Promoter Score, July 2011
                                                                                              • Brand index
                                                                                                • Figure 30: Sports and energy drinks brand index, July 2011
                                                                                                • Figure 31: Sports and energy drinks brand index vs. recommendation, July 2011
                                                                                              • Target group analysis
                                                                                                • Figure 32: Target groups, July 2011
                                                                                                • Figure 33: Sports and energy drinks brand usage, by target groups, July 2011
                                                                                              • Group One – The Conformists
                                                                                                • Group Two – Simply the Best
                                                                                                  • Group Three – Shelf Stalkers
                                                                                                    • Group Four – Habitual Shoppers
                                                                                                      • Group Five – The Individualists
                                                                                                      • Brand Communication and Promotion

                                                                                                        • Key points
                                                                                                          • The past two years have seen an increase in advertising investment…
                                                                                                            • Figure 34: Topline advertising spend on energy/sports drinks, 2006-11
                                                                                                          • … as Lucozade in particular looks to reassert itself
                                                                                                            • Figure 35: Top 10 spending energy/sports brands on above-the-line advertising, 2008-11
                                                                                                        • Consumer Usage

                                                                                                          • Key points
                                                                                                            • Almost six in ten now drink energy drinks…
                                                                                                                • Figure 36: Consumption of sports/energy drinks in the past 6 months, July 2011
                                                                                                              • … while energy shots fail to take off
                                                                                                                • One in seven energy/sports drink consumers are drinking them daily
                                                                                                                    • Figure 37: Frequency of usage of sports/energy drinks, July 2011
                                                                                                                  • As people reach their mid-20s, consumption goes up
                                                                                                                      • Figure 38: Frequency of usage of sports/energy drinks, by demographics, July 2011
                                                                                                                    • Energy/sports drinks are drunk most often in the home
                                                                                                                        • Figure 39: Penetration and frequency of usage of sports/energy drinks, by occasion, July 2011
                                                                                                                      • Translating from a sports aid to a wider role in people’s lives
                                                                                                                          • Figure 40: Index of the four main occasions people drink sports/energy drinks once a week or more, by gender and age group, July 2011
                                                                                                                        • Why the London bias?
                                                                                                                        • Consumer Attitudes – Reasons to Buy Sports/Energy Drinks

                                                                                                                          • Key points
                                                                                                                            • The category passes the taste test
                                                                                                                                • Figure 41: Reasons for purchasing sports/energy drinks, July 2011
                                                                                                                              • The desire for more energy is an everyday need
                                                                                                                                • Younger and older drinkers attracted by very different things
                                                                                                                                    • Figure 42: Net difference* in reasons for purchasing sports/energy drinks, 16-44 versus 45+, July 2011
                                                                                                                                • Consumer Attitudes – Barriers to Purchasing Sports/ Energy Drinks

                                                                                                                                  • Key points
                                                                                                                                    • Price puts 7 in 10 off buying energy/sports drinks
                                                                                                                                        • Figure 43: Barriers to purchasing sports/energy drinks among the total UK population, July 2011
                                                                                                                                      • Majority think the drinks work, but many are wary about how healthy they are
                                                                                                                                        • Sports drinks need to make a better case for their hydration benefits
                                                                                                                                          • Health and calories are of particular concern to female drinkers
                                                                                                                                            • Figure 44: Net difference in barriers to purchasing sports energy drinks for women compared to men, July 2011
                                                                                                                                            • Figure 45: Calories for key brands in selected soft drinks categories
                                                                                                                                          • Strong resistance among non-drinkers to idea of needing artificial energy
                                                                                                                                              • Figure 46: Net difference in barriers to purchasing sports/energy drinks for total UK population versus energy/sports drinkers, by gender, July 2011
                                                                                                                                            • The UK population and sports/energy drinkers share the same three concerns
                                                                                                                                                • Figure 47: How top 10 barriers to consumption of sports/energy drinks differ for product consumers versus all UK adults, July 2011
                                                                                                                                            • Appendix – Internal Market Environment

                                                                                                                                                • Figure 48: Agreement with selected lifestyle statements, by demographics, 2010
                                                                                                                                            • Appendix – Broader Market Environment

                                                                                                                                                • Figure 49: PDI and consumer expenditure, at current and constant 2006 prices, 2006-16
                                                                                                                                                • Figure 50: Population trends and projections, 2006-16
                                                                                                                                            • Appendix – Brand Research

                                                                                                                                                • Figure 51: Brand usage, July 2011
                                                                                                                                                • Figure 52: Brand commitment, July 2011
                                                                                                                                                • Figure 53: Brand momentum, July 2011
                                                                                                                                                • Figure 54: Brand diversity, July 2011
                                                                                                                                                • Figure 55: Brand satisfaction, July 2011
                                                                                                                                                • Figure 56: Brand recommendation, July 2011
                                                                                                                                                • Figure 57: Brand attitude, July 2011
                                                                                                                                                • Figure 58: Brand image – macro image, July 2011
                                                                                                                                                • Figure 59: Brand image – Micro image, July 2011
                                                                                                                                                • Figure 60: Profile of target groups, by demographic, July 2011
                                                                                                                                                • Figure 61: Psychographic segmentation, by target groups, July 2011
                                                                                                                                                • Figure 62: Brand usage, by target groups, July 2011
                                                                                                                                              • Brand index
                                                                                                                                                • Figure 63: Brand index, July 2011
                                                                                                                                            • Appendix – Consumer Usage

                                                                                                                                                • Figure 64: Most popular consumption of sports/energy drinks in the past 6 months, by demographics July 2011
                                                                                                                                                • Figure 65: Next most popular consumption of sports/energy drinks in the past 6 months, by demographics July 2011
                                                                                                                                                • Figure 66: Frequency and occasions for sports/energy drinks consumption, by demographics, July 2011
                                                                                                                                                • Figure 67: Most popular frequency and occasions for sports/energy drinks consumption, by demographics, July 2011
                                                                                                                                                • Figure 68: Next most popular frequency and occasions for sports/energy drinks consumption, by demographics, July 2011
                                                                                                                                                • Figure 69: Most popular frequency and occasions consumption of sports/energy drinks regularly, by demographics, July 2011
                                                                                                                                                • Figure 70: Next most popular frequency and occasions regular consumption of sports/energy drinks regularly, by demographics, July 2011
                                                                                                                                                • Figure 71: Most popular frequency and occasions for sports/energy drinks consuming at least once a week but not every day, by demographics, July 2011
                                                                                                                                                • Figure 72: Next most popular frequency and occasions for sports/energy drinks consuming at least once a week but not every day, by demographics, July 2011
                                                                                                                                                • Figure 73: Most popular frequency and occasions for sports/energy drinks consuming less often than once a week, by demographics, July 2011
                                                                                                                                                • Figure 74: Next most popular frequency and occasions for sports/energy drinks consuming less often than once a week, by demographics, July 2011
                                                                                                                                                • Figure 75: Most popular frequency and occasions for sports/energy drinks have not drunk in this location, by demographics, July 2011
                                                                                                                                                • Figure 76: Next most popular frequency and occasions for sports/energy drinks have not drunk in this location, by demographics, July 2011
                                                                                                                                            • Appendix – Consumer Attitudes – Reasons to Buy Sports/Energy Drinks

                                                                                                                                                • Figure 77: Most popular reasons for purchasing sports/energy drinks, by demographics, July 2011
                                                                                                                                                • Figure 78: Next most popular reasons for purchasing sports/energy drinks, by demographics, July 2011
                                                                                                                                            • Appendix – Consumer Attitudes – Barriers to Purchasing Sports/Energy Drinks

                                                                                                                                                • Figure 79: Most popular barriers to consumption of sports/energy drinks, by demographics, July 2011
                                                                                                                                                • Figure 80: Next most popular barriers to consumption of sports/energy drinks, by demographics, July 2011
                                                                                                                                                • Figure 81: Most popular barriers to consumption of sports/energy drinks, by demographics, July 2011
                                                                                                                                                • Figure 82: Next most popular barriers to consumption of sports/energy drinks, by demographics, July 2011
                                                                                                                                                • Figure 83: Most popular barriers to consumption of sports/energy drinks, by demographics, July 2011
                                                                                                                                                • Figure 84: Next most popular barriers to consumption of sports/energy drinks, by demographics, July 2011

                                                                                                                                            Companies Covered

                                                                                                                                            • AG Barr
                                                                                                                                            • Asda Group Ltd
                                                                                                                                            • Bank of England
                                                                                                                                            • British Dietetic Association (BDA)
                                                                                                                                            • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                            • British Soft Drinks Association
                                                                                                                                            • Britvic Soft Drinks
                                                                                                                                            • Chelsea Football Club
                                                                                                                                            • Co-operative Group
                                                                                                                                            • Coca-Cola Enterprises Ltd
                                                                                                                                            • Coffee Nation
                                                                                                                                            • European Food Standards Agency
                                                                                                                                            • Facebook, Inc.
                                                                                                                                            • Food Standards Agency
                                                                                                                                            • Football Association (The)
                                                                                                                                            • Formula One Administration Ltd
                                                                                                                                            • Freeview
                                                                                                                                            • Gatorade
                                                                                                                                            • GlaxoSmithKline Plc
                                                                                                                                            • Government Actuary's Department (GAD)
                                                                                                                                            • Hansen Natural Corporation
                                                                                                                                            • Innocent Drinks Ltd
                                                                                                                                            • Kantar Media
                                                                                                                                            • Lidl (UK)
                                                                                                                                            • mmO2 plc
                                                                                                                                            • Ocado Ltd
                                                                                                                                            • Office for National Statistics
                                                                                                                                            • Pepsi-Cola UK
                                                                                                                                            • Red Bull North America, Inc.
                                                                                                                                            • Rockstar Inc.
                                                                                                                                            • Silentnight Holdings
                                                                                                                                            • Spotify AB
                                                                                                                                            • T-Mobile (UK) Ltd
                                                                                                                                            • Tesco Plc
                                                                                                                                            • Tropicana UK
                                                                                                                                            • Virgin Media Ltd
                                                                                                                                            • Virgin Mobile
                                                                                                                                            • Vodafone Group Plc (UK)
                                                                                                                                            • Waitrose Ltd
                                                                                                                                            • Weight Watchers Ltd. (UK)
                                                                                                                                            • Wm Morrison Supermarkets

                                                                                                                                            Sports and Energy Drinks - UK - September 2011

                                                                                                                                            £1,750.00 (Excl.Tax)