UK Sports and Energy Drinks Market Report 2024

The UK Energy Drink Market received a significant boost in the post-pandemic years, however sales have stagnated in 2024. Vitamin fortification and high juice content remain the most sought after attributes in sports or energy drinks for UK consumers.

UK Sports and Energy Drinks Market – Current Landscape

The entry of PRIME and leading players’ continued NPD supported sports and energy drink sales in 2023, with volumes set to stagnate in 2024 as this boost wears out. Modest volume growth is expected for the UK sports and energy drink market over the next five years. While the demand for energy boosts and improving household finances will support category sales, a growing focus on health, the spotlight on UPFs and caffeine concerns pose challenges.

Consumers have a complex relationship with caffeine. Fatigue and efforts to boost focus lead many to reach for energy drinks, but there are widespread concerns about caffeine’s effect on sleep. Many people finding the energy boost from these drinks too intense is a key hurdle for the market. Interest in smaller, dilutable and lower-caffeine variants points to untapped potential for reaching new users and occasions.

Brands in the sports and energy drinks market have the permission to play in the added health space, given consumer interest in variants with added vitamins/mineral. With such fortification already being part and parcel of the category, going beyond this to support people’s daily nutrition goals is needed for brands to stand out. A high fruit juice content holds potential for boosting their appeal amid worries about UPFs.

UK Sports and Energy Drinks – Market Statistics

• UK energy drinks market share: Red Bull continues to lead the energy drinks market
• UK sports and energy drinks consumer demographics:  The young and male user profile traditionally associated with energy drinks still persists. Over three quarters of males aged 16-24 drank energy drinks in the first three months of 2024.

UK Sports and Energy Drinks Market Report – What’s Inside?

Key Topics Analysed in the Report

Report Scope

Sports drinks are drinks claiming to improve sporting performance or to speed up recovery. Most are labelled isotonic/hypotonic and claim to rehydrate and replenish nutrients after exercise. Examples include Lucozade Sport, Powerade and Gatorade.

Sports drinks are divided into three major types:

• Isotonic drinks: These have the same osmolality as in the body, and are designed to aid rehydration as they are said to be readily absorbed into the blood. Most sports drinks are isotonic, including Powerade and Lucozade Sport.
• Hypotonic drinks: These have a lower osmolality than body fluid and are said to be absorbed faster than isotonic drinks and faster 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.

Energy drinks are drinks positioned as providing energy, supporting mental alertness and/or physical performance. These typically include active ingredients such as glucose, caffeine, taurine or B-vitamins, and may include other ingredients positioned as beneficial to health, such as ginseng and various vitamins and minerals.

The energy drinks market comprises three distinct categories:

• Refreshment energy drinks provide physical energy through glucose or a range of sugars, as in Lucozade Original Energy.
• Stimulant drinks are designed to stimulate both mind and body, and typically claim to improve concentration, reaction time and endurance. Stimulant drinks typically contain active ingredients such as caffeine and taurine, and are non-alcoholic. The best-known example is Red Bull.
• Energy shots refer to what are usually more concentrated versions of refreshment/stimulant drinks. They typically retail in a 50ml bottle rather than in a can of between 250ml and 500ml.

Meet the Expert Behind the Analysis

This report was written by Claire Finnegan, Food & Drink Analyst at Mintel. Claire joined Mintel in 2022, writing and producing reports covering a variety of topics in the food and drinks market. Prior to joining Mintel, Claire obtained a BSc in Nutrition, Food and Business Management from the University of Galway. Alongside her studies, she also gained food industry experience while working for a food producer in Ireland.

Volumes are stagnating as the recent boost from PRIME’s entry wears out. Smaller formats and less intense variants hold potential for re-energising growth.

Claire Finnegan
Food & Drink Analyst