2023
9
UK Sports and Energy Drinks Market Report 2023
2023-07-01T04:08:35+01:00
OX1158167
2195
164641
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Report
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“Despite the challenges presented by the cost of living crisis, the sports and energy drinks market is set for further volume growth in 2023. This highlights the category’s resilience to…

UK Sports and Energy Drinks Market Report 2023

£ 2,195 (Excl.Tax)

Description

Stay ahead of the curve and secure a future of growth for your business with Mintel’s UK Sports and Energy Drinks Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours. Get a 360° view of the sports and energy drinks industry including market size, share 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.

Key Topics Covered in this Report

  • Key trends in new launch activity in sports and energy drinks.
  • Usage and usage occasions of sports and energy drinks.
  • Behaviours related to using and buying sports and energy drinks, including the potential to engage users with lower caffeine variants.
  • Attitudes towards using sports and energy drinks, including boosting trustworthiness through certifications and driving awareness of quality control.

UK Sports and Energy Drinks Market – Current Overview

The energy drinks market has seen significant growth over the past two years, supported by the return of on-the-go lifestyles and more people playing sport now that pandemic restrictions have been lifted. Mintel forecasts further growth in 2023, despite challenges posed by the cost-of-living crisis, which reflects sports and energy drinks’ affordability in the eyes of consumers.

  • Sports and energy drink market size: The UK market increased by 22.3% in 2022.
  • Energy drinks market share: Red Bull leads the UK market with a market share of 30%.

UK Sports and Energy Drinks Market Trends and Opportunities

Natural products show growth potential

Around a third of UK consumers who don’t drink energy drinks say that there should be a wider range of natural variants available, this is despite growth in the availability of products with a clean label proposition. This suggests further efforts to communicate the naturalness of existing products. Furthermore, new product development focused on plant-based recipes would likely be popular, with a third of consumers agreeing that energy drinks with plant-derived ingredients are more appealing.

Consumers find caffeine contentious

Mintel found that two thirds of UK consumers have relied on energy drinks to get them through the day. However sleep health is becoming more important in the eyes of consumers, and concerns around the effects of caffeine may dampen demand. Stating the caffeine content of their drinks more prominently should help energy drinks brands to build trust among consumers. Lower caffeine variants also hold untapped potential in energy drinks.

Products and Leading Brands Covered in this Report

This report covers sports drinks, including isotonic drinks, hypotonic drinks, and hypertonic drinks, and energy drinks, including refreshment energy drinks, stimulant drinks, and energy shots. The leading brands in the market include Red Bull, Monster, Lucozade, Relentless, Boost, Prime Hydration, Powerade, and more.

Additional Features Included with Your Purchase

  • Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
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Purchase our full UK Sports and Energy Drinks Market Report 2023 to discover lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Expert Insights from a Drinks Industry Analyst

This report, written by Claire Finnegan, a leading drinks industry analyst, delivers in-depth commentary and analysis to highlight current trends in the UK sports and energy drinks market and add expert context to the numbers.

Despite the challenges presented by the cost of living crisis, the sports and energy drinks market is set for further volume growth in 2023. This highlights the category’s resilience to pressures on household finances, which reflects their affordability and many users’ reported reliance on them to get through the day. With consumers concerned about the effects of caffeine on their wellbeing, greater transparency about their caffeine content and lower caffeine variants holds untapped potential.

Claire Finnegan
Research Analyst

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Products covered in this Report
        • Executive Summary

            • The five-year outlook for sports and energy drinks
              • Figure 1: Category outlook, 2023-27
            • The market
              • 2023 sees growth in volume sales slow
                • Volume growth to be largely fuelled by energy drinks
                  • Figure 2: Market forecast for value sales sports and energy drinks, 2023-28
                • Focus on sleep will create opportunities and threats for the market
                  • Exercise levels stagnate but remain higher than pre-pandemic levels
                    • Deposit return scheme plans clarified by governments
                      • Companies and brands
                        • Further gains made by leading energy drinks brands
                          • Figure 3: Leading brands’ value sales in the UK retail energy drinks market, 2020/21-2022/23
                        • Leading sports drinks brands see value and volume growth
                          • Surge in NPD with sugar-free claims
                            • Figure 4: Share of sports and energy drinks launches, by sugar and calorie related claims, 2017-23
                          • The market continues to attract high-profile launches
                            • Spending on advertising recovers but still below pre-pandemic levels
                              • Lucozade’s long-standing position in the market underpins consumer trust and awareness
                                • The consumer
                                  • Use of sports drinks grows
                                    • Figure 5: Frequency of drinking sports drinks, energy drinks and energy shots, 2019, 2021 and 2023
                                  • Young consumers are top users
                                    • Figure 6: Usage of sports drinks, energy drinks or energy shots, by sex, age and financial health, 2023
                                  • Standard variants lead in sports drinks
                                    • Figure 7: Types of sports and energy drinks drunk, 2021 and 2023
                                  • Consumers turn to sports and energy drinks on a wide variety of occasions
                                    • Figure 8: When sports drinks are drunk, 2019 and 2023
                                    • Figure 9: When energy drinks are drunk, 2019 and 2023
                                  • Caffeine is contentious for consumers and warrants greater attention
                                    • Figure 10: Behaviours related to sports and energy drinks, 2023
                                  • Brands which can align themselves with improving concentration will resonate
                                    • Greater efforts to showcase product quality are warranted
                                      • Tackling the stigma associated with energy drinks
                                        • Figure 11: Attitudes towards sports and energy drinks, 2023
                                    • Issues and Insights

                                      • Lean into concentration to tap into rise in energy drink usage for desk work/studying
                                        • Caffeine is contentious for consumers and warrants greater attention
                                          • Keen interest in a wider range of natural sports and energy drinks
                                          • Market Size and Performance

                                            • 2023 sees growth in volume sales slow
                                              • Figure 12: Total UK value and volume sales of sports and energy drinks, 2018-23
                                          • Market Forecast

                                            • The five-year outlook for the sports and energy drinks market
                                              • Figure 13: Category outlook, 2023-27
                                            • Volume growth over 2023-28 to be largely fuelled by energy drinks
                                              • Figure 14: Market forecast for value sales sports and energy drinks, 2023-28
                                              • Figure 15: Market forecast for volume sales sports and energy drinks, 2023-28
                                            • Learnings from the last income squeeze
                                              • Forecast methodology
                                              • Market Segmentation

                                                • Sports drinks volume sales stagnate following post-pandemic boost
                                                  • Figure 16: Total UK value and volume sales of sports and energy drinks, by segment, 2021-23
                                                • Energy drinks fuelling the return of busy lifestyles
                                                • Market Drivers

                                                  • Inflation will continue to eat into consumer spending power over the course of 2023
                                                    • Further interest rates increases will hit mortgage-holders
                                                      • High inflation and rising interest rates will compound the impact of the slowing recovery
                                                        • Consumer spending power will be curbed
                                                          • Low unemployment is helping underpin
                                                            • Consumers’ financial wellbeing has fallen from the highs of 2021…
                                                              • Figure 17: Household financial wellbeing index, 2016-23
                                                            • …and most people are feeling the effects of price rises
                                                              • Myriad factors adding to production costs of sports and energy drinks
                                                                • Exercise levels stagnate but remain higher than pre-pandemic levels
                                                                  • Figure 18: Frequency of exercising, 2020-23
                                                                • Focus on sleep will create opportunities and threats for the market
                                                                  • Health efforts challenged during cost of living crisis
                                                                    • Health consciousness is slipping as household finances are stretched
                                                                      • HFSS restrictions come into effect
                                                                        • Deposit return scheme plans clarified by governments
                                                                          • Scotland’s DRS delayed until October 2025
                                                                            • DRS due to be introduced in England, Wales and Northern Ireland in 2025
                                                                            • Market Share

                                                                              • Further gains made by leading energy drinks brands
                                                                                • Rockstar’s volumes fall as it changes its distribution partner
                                                                                  • Boost joins the AG Barr portfolio
                                                                                    • Figure 19: Leading brands’ sales and shares in the UK retail energy drinks market, 2020/21-2022/23
                                                                                  • Leading sports drinks brands see value and volume growth
                                                                                    • New market entrant Prime posts strong first year performance
                                                                                      • Figure 20: Leading brands’ sales and shares in the UK retail sports drinks market, 2020/21-2022/23
                                                                                  • Launch Activity and Innovation

                                                                                    • Surge in NPD with sugar-free claims
                                                                                      • Figure 21: Share of sports and energy drinks launches, by sugar and calorie related claims, 2017-23
                                                                                      • Figure 22: Sugar-free sports and energy drink launches, 2023
                                                                                    • Lucozade, Rockstar and Carabao launch new propositions to extend their reach
                                                                                      • Figure 23: New sub-brand from Lucozade, 2023
                                                                                    • Fruit flavours dominate NPD
                                                                                        • Figure 24: Fruit-flavoured energy drink launches, 2022
                                                                                      • New players enter a competitive energy drinks market
                                                                                        • Alcohol and sports nutrition brands look to energy drinks
                                                                                          • Furocity and Prime draw on celebrity links
                                                                                            • PerfectTed ad ActiPh look to ‘clean’ energy
                                                                                              • Figure 25: New players enter energy drinks market, 2022-23
                                                                                            • Tie-ups feature across brand NPD
                                                                                              • Figure 26: Monster Energy Lewis Hamilton drink, 2023
                                                                                            • New packaging formats are explored by brands
                                                                                              • Boost, Tenzing and Rubicon Raw launch new can sizes
                                                                                                • WOW Hydrate repackages its hydration range
                                                                                                  • Figure 27: Wow Hydrate packaging update, 2019 and 2022
                                                                                              • Advertising and Marketing Activity

                                                                                                • Spending on advertising recovers but still below pre-pandemic levels
                                                                                                  • Figure 28: Total above-the line, online display and direct mail advertising expenditure on sports and energy drinks, 2020-23
                                                                                                • Suntory’s Lucozade continues to invest in ATL advertising
                                                                                                  • Lucozade dips its toe into fashion with limited edition branded items
                                                                                                    • Lucozade brands continue to invest in social causes
                                                                                                      • Lucozade links with Apprentice Nation and MOBO
                                                                                                        • Lucozade Sport supports Commonwealth Games and women’s football
                                                                                                          • Red Bull continues with established marketing strategy
                                                                                                            • Figure 29: Red Bull in-store messaging on shelf, 2023
                                                                                                          • Rockstar adopts new brand strategy following PepsiCo acquisition
                                                                                                            • Rockstar partners with the UEFA Champions League
                                                                                                              • ‘Fuel Every You’ campaign launches in May 2022
                                                                                                                • Rockstar arranges exclusive post-work party
                                                                                                                  • New Refresh range receives marketing support
                                                                                                                    • Reign increases its marketing spend
                                                                                                                      • Reign promotes the launch of its new flavours in 2021
                                                                                                                        • ‘Ready to Reign’ campaign launches January 2022
                                                                                                                          • ‘Train with Reign’ promotion runs in the first quarter of 2023
                                                                                                                            • Nielsen Ad Intel coverage
                                                                                                                            • Brand Research

                                                                                                                                • Brand map
                                                                                                                                  • Figure 30: Attitudes towards and usage of selected brands, 2023
                                                                                                                                • Key brand metrics
                                                                                                                                  • Figure 31: Key metrics for selected brands, 2023
                                                                                                                                • Brand attitudes: Lucozade stands out as seen to offer consistently high quality and good value
                                                                                                                                  • Figure 32: Attitudes, by brand, 2023
                                                                                                                                • Brand personality: PRIME’s is seen as the most exclusive and least accessible
                                                                                                                                  • Figure 33: Brand personality – Macro image, 2023
                                                                                                                                • Brands score poorly on cool associations
                                                                                                                                  • Figure 34: Brand personality – Micro image, 2023
                                                                                                                              • Usage of Sports and Energy Drinks

                                                                                                                                • Use of sports drinks grows
                                                                                                                                  • Figure 35: Frequency of drinking sports drinks, energy drinks and energy shots, 2019, 2021 and 2023
                                                                                                                                • Young consumers are top users
                                                                                                                                  • Figure 36: Usage of sports drinks, energy drinks or energy shots, by sex, age and financial health, 2023
                                                                                                                                • Standard variants lead in sports drinks
                                                                                                                                  • Figure 37: Types of sports and energy drinks drunk, 2021 and 2023
                                                                                                                              • Occasions for Drinking Sports and Energy Drinks

                                                                                                                                • Consumers turn to sports and energy drinks on a wide variety of occasions
                                                                                                                                  • …requiring brands to reflect the same in distribution and communications
                                                                                                                                    • Figure 38: When sports drinks are drunk, 2019 and 2023
                                                                                                                                    • Figure 39: When energy drinks are drunk, 2019 and 2023
                                                                                                                                  • Rise in energy drink usage for desk work/studying
                                                                                                                                  • Behaviours Relating to Sports and Energy Drinks

                                                                                                                                    • Caffeine is contentious for consumers and warrants greater attention
                                                                                                                                      • Figure 40: Behaviours related to sports and energy drinks, 2023
                                                                                                                                    • Consumers are looking for easy- to-find key information on pack
                                                                                                                                      • Drawing parallels to familiar drinks holds potential
                                                                                                                                        • Figure 41: US and UK energy drink brands with visual on pack caffeine communication , 2021-23
                                                                                                                                      • High interest in lower caffeine energy drinks
                                                                                                                                        • References to natural ingredients and vitamins can support a wholesome proposition
                                                                                                                                          • Figure 42: Aspire drink with on-pack natural caffeine claim and coffee comparison 2022
                                                                                                                                          • Figure 43: Acti-vit Tropical Boost drink with tiredness reduction and cognitive function claims, 2022
                                                                                                                                        • Scope for brands to leverage the positive connotations of sports and energy drinks
                                                                                                                                          • Brands which can align themselves with improving concentration will resonate
                                                                                                                                            • Figure 44: Purdey’s Refocus energy drink launch, 2021
                                                                                                                                          • Feel-good messaging will chime with energy drink users
                                                                                                                                          • Attitudes towards Sports and Energy Drinks

                                                                                                                                            • Greater efforts to showcase product quality are warranted
                                                                                                                                              • Figure 45: Attitudes towards sports and energy drinks, 2023
                                                                                                                                            • Quality assurance is key for those who use sports and energy drinks when exercising and gaming
                                                                                                                                                • Figure 46: Quality assurance logos featured on sports drink, energy drink and sports nutrition products, 2014 and 2021-22
                                                                                                                                              • Tackling the stigma associated with energy drinks
                                                                                                                                                • Scope for soft drink brands to launch energy variants
                                                                                                                                                  • Previous launches show mixed results
                                                                                                                                                    • Keen interest in a wider range of natural sports and energy drinks
                                                                                                                                                      • Driving awareness of existing products with natural stands to unlock sizeable demand
                                                                                                                                                        • Plant-derived ingredients offer a route to explore naturalness in NPD
                                                                                                                                                          • Spices can offer an interesting flavour profile while boosting natural cues
                                                                                                                                                            • Figure 47: Refix sports drink and Nix & Kix vitamin drink, 2023
                                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                            • Abbreviations
                                                                                                                                                              • Consumer research methodology
                                                                                                                                                              • Appendix – Forecast Methodology

                                                                                                                                                                • Market forecast and prediction intervals
                                                                                                                                                                  • Figure 48: Market forecast and prediction intervals for UK value sales of sports and energy drinks, 2023-28
                                                                                                                                                                  • Figure 49: Market forecast and prediction intervals for UK volume sales of sports and energy drinks, 2023-28
                                                                                                                                                                  • Figure 50: Market size and forecast for UK retail value and volume sales of sports and energy drinks, 2018-28
                                                                                                                                                                • Market drivers and assumptions
                                                                                                                                                                  • Forecast methodology
                                                                                                                                                                  • Appendix – Market Share

                                                                                                                                                                      • Figure 51: Brand owners’ sales and shares in the UK retail energy drinks market, 2020/21-2022/23
                                                                                                                                                                      • Figure 52: Brand owners’ sales and shares in the UK retail sports drinks market, 2020/21-2022/23

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