Germany Sports & Energy Drinks Market Report 2020
£ 2,195 (Excl.Tax)
Description
Providing the most comprehensive and up-to-date information and analysis of the Sports and Energy Drinks – Germany market including the behaviours, preferences and habits of the consumer.
German consumers are put off by artificial ingredients and are looking for sports and energy drinks with a more natural positioning. Products with natural ingredients can stand out from the crowd, with wider availability of such options able to increase consumption and become increasingly mainstream.
Quickly Understand
- How can your brand increase product appeal within German Food and Drink?
- What can be done to win health-conscious German consumers?
- What brands dominate the German sports drinks market?
- How is COVID-19 impacting the Food and Drink marketing mix in Germany?
- What are the Food and Drink market drivers?
- What factors are encouraging the consumption of energy drinks?
Covered in this report
Brands mentioned: Adelholzener Alpenquellen GmbH, Biotta, Body Attack Sports Nutrition, Coca-Cola, Dauner, Doc Weingart, Ensinger Mineral-Heilquellen GmbH, Förstina-Sprudel Mineral- und Heilquelle Ehrhardt & Sohn GmbH & Co., G & S Sportpower, HNC Healthy Nutrition Company, Kräuterhaus Sanct Bernhard, Love Company, Lucozade, MBG International Premium Brands GmbH, Monster Beverage Corporation, No Carbs Company, Nørrebrew, Oettinger Brauerei GmbH, Peeroton, PepsiCo, Inc., Red Bull GmbH, SV Natural Drinks, The Coca-Cola Company, Weider, 28 Black, etc.
Expert analysis from a specialist in the field
Written by Annika Janicke, a leading analyst in the Food and Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Sports and energy drinks are mainly consumed when working or on nights out, not just when exercising, and will suffer from the COVID-19 lockdown restrictions.
Annika Janicke
Analyst – Food and Drink
Table of Contents
-
Executive summary
- Market context
- Mintel predicts
- What consumers want and why
- Opportunities
- The competitive landscape
- Graph 1: company retail market share of energy drinks, by value and volume, 2019
- Graph 2: company retail market share of sports drinks, by value and volume, 2019
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THE IMPACT OF COVID-19
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market drivers
- Graph 3: level of concern over being exposed to COVID-19, 20-28 May 2020
- Graph 4: level of concern over the effect of COVID-19 on lifestyle, 20-28 May 2020
- Graph 5: population by age group, 2014-24
- Graph 6: usage of any carbonated soft drinks, by age groups, July 2019
- Graph 7: interest in selected bottled water features by age group, August 2019
- Graph 8: adults who ever exercise, by age group, October 2019
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What consumers want and why
- Consumption of sports and energy drinks
- Graph 9: frequency of consumption of sports and energy drinks/shots, March 2020
- Graph 10: usage of sports and energy drinks/shots, by gender, March 2020
- Graph 11: usage of sports and energy drinks/shots, by age groups, March 2020
- Occasions for drinking sports and energy drinks
- Graph 12: occasions when sports drinks are consumed, March 2020
- Graph 13: top three occasions for consumption of sports drinks (nets), by age group and gender, March 2020
- Graph 14: occasions when energy drinks are consumed, March 2020
- Graph 15: top three occasions for consumption of energy drinks (net), by age group and gender, March 2020
- Graph 16: consumption of sports and energy drinks when working/studying, March 2020
- Barriers to drinking sports drinks and factors encouraging consumption of energy drinks
- Graph 17: reasons for not drinking sports drinks, March 2020
- Graph 18: encouraging factors for drinking (more) energy drinks, March 2020
- Graph 19: less sugar content as encouraging factor to drink (more) energy drinks, by age group, March 2020
- Graph 20: ‘Better flavours’ as encouraging factor to drink (more) energy drinks, by age group, March 2020
- Graph 21: flavour preferences relating to non-alcoholic drinks, 2018
- Graph 22: “Energy/Sports drinks containing a small amount of alcohol (eg 2% abv) are appealing”, by age group, March 2020
- Interest in sports and energy drinks with added features
- Graph 23: interest in a sports and energy drink with selected features, March 2020
- Graph 24: interest in trying a sports/energy drink that contains all-natural ingredients, by age group, March 2020
- Graph 25: interest in trying a sports or energy drink that contains no added sugar, by age group, March 2020
- Graph 26: perceptions of sweeteners as ‘natural’, 2018
- Graph 27: interest in trying a sports/energy drink with select health benefits, March 2020
- Graph 28: ‘Less caffeine content’ as an encouraging factor to drink (more) energy drinks, by age group, March 2020
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Launch activity and innovation
- Graph 29: launches of sports and energy drinks, by ultimate company, 2015-20
- Graph 30: launches of sports and energy drinks, by launch type, 2015-19
- Graph 31: launches of sports and energy drinks, by format type, 2015-19
- Graph 32: launches of sports and energy drinks, by claim categories, 2015-19
- Graph 33: launches of sports and energy drinks, by top functional claims, 2015-19
- Graph 34: launches of sports and energy drinks, by plus claims, 2015-19
- Graph 35: energy drink launches by top 10 micronutrients, 2015-19
- Graph 36: sports drinks launches by top 10 micronutrients, 2015-19
- Graph 37: launches of carbonated soft drinks by top 10 micro nutrients, 2015-19
- Graph 38: launches of sports and energy drinks, by select minus claims, 2015-19
- Graph 39: launches of sports and energy drinks, by select natural claims, 2015-19
- Graph 40: launches of sports and energy drinks, by ethical and environmental claims, 2015-19
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Market share
- Germany: company retail market shares of energy drinks, by value, 2018-19
- Germany: company retail market shares of energy drinks, by volume, 2018-19
- Germany: company retail market shares of sports drinks, by value, 2018-19
- Germany: company retail market shares of sports drinks, by volume, 2018-19
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market segmentation, size and forecast
- Forecasting during the COVID-19 pandemic
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Appendix
- Note on COVID-19
- Appendix – products covered, abbreviations and consumer research methodology
- Appendix – market size and forecast
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