2023
9
Germany Sports and Energy Drinks Market Report 2023
2023-10-06T07:02:02+01:00
REP0BCB7CE2_7245_4C9D_AEE5_AA3EBD2D97E3
2195
167129
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Report
en_GB
While price rises create challenges for the sports & energy drinks market in Germany, consumers still desire a boost. Amid demand for all-natural and BFY launches, efficacy is paramount.

Germany Sports and Energy Drinks Market Report 2023

£ 2,195 (Excl.Tax)

Description

Stay ahead of the curve and future-proof your business with Mintel’s Germany Sports & Energy Drinks Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends in the energy drinks market Germany, and consumer behaviours affecting your industry. Get a 360° view of the sports & energy drinks market in Germany including energy drinks market size Germany, sports drinks market share Germany, and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • A detailed outlook of the sports & energy drinks market in Germany, including expert insights and market drivers.
  • Usage frequency and occasions for energy & sports drinks in Germany.
  • Consumer behaviours and attitudes towards energy & sports drinks Germany.
  • Recent launch activity and innovations in the sports & energy drinks market in Germany.
  • How your business can tap into opportunities to increase your energy & sports drinks market share Germany.

Mintel’s Germany Energy Drinks Market Research: An Overview

As people are returning to the office more in 2023, energy drink intake may increase. Meanwhile, the European Championships in 2024 will also help sports drink sales recover.

  • 44% of Germans drink any sports or energy drink/energy shot, rising to 82% among the age group of 16 to 24.

Volume sales in the energy drink category, according to our Germany energy drinks market research, are clearly set to grow. Meanwhile, sports drinks will experience moderate decline. However, exploration of healthier energisers can stimulate long-term growth.

Energy & Sports Drinks Germany: What Consumers Want and Why

  • Consumption of Energy & Sports Drinks Germany: The continued income squeeze and high inflation in the category may see some users shun sports and energy drinks, but for many others they are a necessity to get through the working day. Caffeine‘s functionality makes energy drinks an indispensable crutch for on-the-go workers, while sports drinks have found prominence among 45 to 54-year-olds, with 46% using them for two or more occasions.
  • Challenges in the Energy Drinks Market Germany: Users are beginning to moderate their caffeine intake as part of a broader focus on sleep quality and mental health. 59% of 16 to 24-year-olds are interested in lower-caffeine alternatives, posing a challenge for energy drink brands. Moreover, social stigma still dogs the energy drinks market Germany, as they are perceived to contain too much sugar and non-natural ingredients.

Energy & Sports Drinks Germany Market Forecast

  • With interest in healthier alternatives on the rise, adjacent categories, e.g. tea and fruit juice, provide competition for sports and energy drinks in this regard. Innovation around tea-based and less-sweet flavours may serve to broaden the category’s appeal among existing and new users alike.

To learn how to connect with your audience, purchase our Sports & Energy Drinks Market Report Germany 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Red Bull, Monster Energy, Powerade, Gatorade, 5-hour ENERGY, Instavit, LevlUp, PepsiCo No Coffee, Tenzing, MBG International Premium Brands GmbH, Edeka, The Cocal Cola Company, Adelholzener Alpenquellen, Förstina-Sprudel, Wittenseer Quelle, MineralBrunnen, Oettinger, Ensinger, and many more.

Products: Energy drinks (sugar-free, regular, shots), sports drinks (liquid, powdered).

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Expert Insights on Sports & Energy Drinks Market in Germany

This report, written by Adam Millward, Researcher for Mintel, delivers in-depth commentary and analysis to highlight sports and energy drinks trends in Germany and add expert context to the numbers.

While price rises create challenges for the sports & energy drinks market in Germany, consumers still desire a boost. Amid demand for all-natural and BFY launches, efficacy is paramount.

Adam Millward
Adam Millward
Research – Mintel Reports

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • Market context
    • Graph 1: usage frequency of sports and energy drinks in the past three months, 2023
    • Graph 2: mental wellbeing compared to one year prior, 2022
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Graph 3: company retail shares of energy drinks, by value and volume, 2022
    • Graph 4: company retail shares of sports drinks, by value and volume, 2022
  2. MARKET DRIVERS

    • The German economy
    • Graph 5: key economic data, in real terms, 2019-24
    • Inflation and cost of living
    • Graph 6: financial situation, 2023
    • Physical and mental wellness
    • Graph 7: overweight and obesity rate, by BMI and age group, 2014 vs 2019
    • Graph 8: frequency of eating/drinking healthily, 2021-22
    • Graph 9: mental wellbeing compared to one year prior, 2022
    • Digitalisation
    • Graph 10: social media platforms used in the last three months, by age group, 2023
  3. WHAT CONSUMERS WANT AND WHY

    • Frequency of sports and energy drink usage
    • Graph 11: usage frequency of sports and energy drinks in the past three months, 2023
    • Graph 12: consumption of sports/energy drinks in the last three months, by age, 2023
    • Graph 13: usage frequency of sports drinks, 2020, 2021 and 2023
    • Graph 14: usage frequency of energy drinks by age group, 2023
    • Standard vs low/no-sugar varieties of sports and energy drinks
    • Graph 15: sport and energy drink consumption, by standard vs alternatives, 2023
    • Graph 16: usage occasions by varieties of energy drink, 2023
    • Graph 17: top 5 food and drink categories most likely consumed for energy-boosting benefits, 2023
    • Drinking occasions
    • Graph 18: energy drink usage repertoire, 2023
    • Graph 19: sports drink usage repertoire, 2023
    • Behaviours around energy drink usage
    • Graph 20: behaviours around sports and energy drink usage, 2023
    • Attitudes towards sport and energy drink use
    • Graph 21: attitudes towards sport and energy drink consumption, 2023
    • Graph 22: agreement with 'Own-label sports/energy drinks are just as effective as branded ones', 2023
  4. LAUNCH ACTIVITY AND INNOVATION

    • Graph 23: sports and energy drink total launches, by company, 2019-23
    • Graph 24: sports and energy drink launches, by branded vs private label, 2019-23
    • Graph 25: sports and energy drink launches by average sugar (g/100ml), 2019-23
    • Graph 26: percentage of sports and energy drinks with zero/no-added/reduced sugar claims, 2019-23
    • Graph 27: launches in selected drink categories, by % using the Nutri-Score, 2020-23
    • Graph 28: sport and energy drink launches, by functional claims, 2019-23
    • Graph 29: sport and energy drink launches with energy claim, by top vitamins and minerals*, 2022-23
    • Graph 30: sport and energy drink launches, by top 10 flavour components, 2019-23
    • Graph 31: sports and energy drink launches, by natural and suitable for claims, 2019-23
    • Graph 32: sport and energy drink launches with ethical/eco claims, 2019-23
    • Advertising and marketing activity
  5. MARKET SHARE

    • Company retail market shares of energy drinks
    • Company retail market shares of sports drinks
  6. MARKET SIZE, SEgmentation AND FORECAST

    • APPENDIX

      • Appendix – products covered, abbreviations, consumer research methodology and language usage
      • Appendix – market size and central forecast methodology

    About the report

    This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

    The consumer

    What They Want. Why They Want It.

    The Competitors

    Who’s Winning. How To Stay Ahead.

    The Market

    Size, Segments, Shares And Forecasts: How It All Adds Up.

    The Innovations

    New Ideas. New Products. New Potential.

    The Opportunities

    Where The White Space Is. How To Make It Yours.

    The Trends

    What’s Shaping Demand – Today And Tomorrow.

    Below is a sample report, understand what you are buying.

    Click to show report
    Germany Sample Report Cover

    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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