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Sports and Energy Drinks - China - July 2019

Covered in this report

The sports drinks market covers liquid and powdered sports drinks. Sports drinks are designed to boost energy and replenish minerals lost during exercise. This includes hypotonic, isotonic, hypertonic and protein-based drinks in powdered, soluble tablets and liquid formats.

The energy drinks market covers sugar-free and regular energy drinks and shots. This includes caffeine/guarana, taurine and other products in powdered, soluble tablets, RTD (Readyto-Drink) and liquid concentrate/gel formats. Energy drinks are marketed with additives specifically designed to increase alertness.

Both market sizes comprise sales through all retail channels, including direct to consumer and vending machines. Market value is calculated at retail channel prices.

“Continuously growing awareness and participation of sports and fitness drive the robust growth of sports and energy drinks, but as more drinks include functionality claims related to health, sports and energy drinks need to reinforce their strength on positioning and convenience to compete against them.”
– Loris Li, Category Director

This Report looks at the following areas:

  • Position sports drinks for multiple purposes related to health
  • Bold attempts of ingredients may lead to further growth
  • On-the-go occasions are vital for sports and energy drinks

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Excluded
        • Executive Summary

            • The market
              • Growth remain robust but acceleration slowing down
                • Figure 1: Best- and worst-case value sales forecast of energy drinks, China, 2014-24
                • Figure 2: Best- and worst-case volume sales forecast of energy drinks, China, 2014-24
                • Figure 3: Best- and worst-case value sales forecast of sports drinks, China, 2014-24
                • Figure 4: Best- and worst-case volume sales forecast of sports drinks, China, 2014-24
              • Increasing awareness of health and fitness, and more participation drives growth
                • Companies and brands
                  • Leading companies maintain their position but see shares shrinking
                    • Figure 5: Leading companies’ value share in energy drink market, China, 2016-18
                    • Figure 6: Leading companies’ value share in sports drink market, China, 2016-18
                  • More flavours, ingredients, claims and types of packaging drive the growth
                    • The consumer
                      • Four out of five respondents have consumed sports and energy drinks in the last 12 months
                        • Figure 7: Sports and energy drinks penetration, April 2019
                      • Although sporting occasions more common for sports and energy drink usage, there is potential to increase usage in other occasions
                        • Figure 8: Sports and energy drinks consumption occasions, April 2019
                      • Consumers need further education to distinguish between sports and energy drinks
                        • Figure 9: Sports and energy drinks consumption purpose, by user type, April 2019
                      • When choosing sports and energy drinks, flavour and nutrition are both important
                        • Figure 10: Sports and energy drinks choosing factor, April 2019
                      • Probiotics and prebiotics are most desired new ingredients
                        • Figure 11: Interested ingredients of sports and energy drinks, April 2019
                      • Consumers are getting more sophisticated in sports and energy drinks
                        • Figure 12: Attitudes towards sports and energy drinks ingredients, April 2019
                        • Figure 13: Attitudes towards sports and energy drinks functions, April 2019
                      • What we think
                      • Issues and Insights

                        • Position sports drinks for multiple purposes related to health
                          • The facts
                            • The implications
                              • Figure 14: LIFEAID Product Line, June 2019
                            • Bold attempts of ingredients may lead to further growth
                              • The facts
                                • The implications
                                  • Figure 15: Orange-Lemon Flavoured Energy Drink with Natural Ingredients, France, July 2018
                                • On-the-go occasions are vital for sports and energy drinks
                                  • The facts
                                    • The implications
                                      • Figure 16: F6 SuperShot Plant-Based Energy Drink, China, July 2018
                                  • The Market – What You Need to Know

                                    • Growth remain robust but rate slowing down
                                      • Increasing awareness of health and fitness, and more participation drive growth
                                        • Fiercer competition from other soft drinks with health claims
                                        • Market Size and Forecast

                                          • Market growth of energy drinks remains robust
                                            • Figure 17: Best- and worst-case value sales forecast of energy drinks, China, 2014-24
                                            • Figure 18: Best- and worst-case volume sales forecast of energy drinks, China, 2014-24
                                          • Sports drink sees its growth slowing down
                                            • Figure 19: Best- and worst-case value sales forecast of sports drinks, China, 2014-24
                                            • Figure 20: Best- and worst-case volume sales forecast of sports drinks, China, 2014-24
                                        • Market Factors

                                          • More and more consumers seek to solve their issues of sub-health status
                                            • Fast-developing fitness business will drive more needs of on-the-go sports and energy drinks
                                              • Other soft drinks categories develop health claims and target the same consumers group
                                              • Key Players – What You Need to Know

                                                • Leading companies maintain their position but see shares shrinking
                                                  • More flavours/ingredients, more health claims and types of packaging drive the growth
                                                  • Market Share

                                                    • Uncertainty has dragged Red Bull’s growth
                                                      • Figure 21: Leading companies’ value share in energy drink market, China, 2016-18
                                                    • Mizone still leads sports drink market after staggering in 2016
                                                      • Figure 22: Leading companies’ value share in sports drink market, China, 2016-18
                                                    • Specialised brands have increased their visibility in the market
                                                      • Figure 23: CPT Tmall Banner, June 2019
                                                  • Competitive Strategies

                                                    • Diversified flavours help to drive sports drink market growth
                                                      • Figure 24: Top 10 flavours of sports drink, China, 2014-18
                                                      • Figure 25: Mizone new flavours – China, 2018-19
                                                      • Figure 26: Top 10 flavours of energy drink, China, 2014-18
                                                    • Besides vitamin and energy, manufacturers have introduced more claims on overall health and products being healthy
                                                      • Figure 27: Top 10 claims of sports drink, China, 2014-18
                                                      • Figure 28: Top 10 claims of energy drink, China, 2014-18
                                                    • Multiple types of packaging may help for multi-usage occasions
                                                      • Figure 29: Packaging of sports and energy drink, China, 2014-18
                                                  • Who’s Innovating?

                                                    • More visibility of protein products
                                                      • Figure 30: Betale Protein Water, China, December 2018
                                                    • Nature and organic energy booster
                                                      • Figure 31: Sambazon Organic Amazon Energy Drink – Acai Berry, June 2019
                                                    • Cross-over and new variants
                                                      • Figure 32: Coca Cola Energy Drink, Spain, April 2019
                                                      • Figure 33: Mizone + Variants, April 2019
                                                    • Innovation in packaging makes powder more convenient
                                                      • Figure 34: EZY PRO Protein Shake, June 2019
                                                  • The Consumer – What You Need to Know

                                                    • There is potential to increase usage in occasion other than sporting
                                                      • Consumers need further education to distinguish between sports and energy drinks
                                                        • When choosing sports or energy drinks, flavour and nutrition are both important
                                                          • Probiotics and prebiotics are the most desired new ingredients
                                                          • Penetration of Sports and Energy Drinks

                                                            • More than two thirds have consumed sports and energy drinks, respectively
                                                              • Figure 35: Sports and energy drinks penetration, April 2019
                                                            • Difference of usage and frequency on 25-29 year olds
                                                              • Figure 36: Sports and energy drinks penetration, by age group, April 2019
                                                            • Geographic difference of penetration lies in regions instead of city tiers
                                                              • Figure 37: Sports and energy drinks penetration, by city tier, April 2019
                                                              • Figure 38: Sports and energy drinks penetration, by region, April 2019
                                                          • Consumption Occasion

                                                            • Sports or exercising occasions are no-doubt the most popular
                                                                • Figure 39: Sports and energy drinks consumption occasions, April 2019
                                                              • Opportunities brought by lifestyle in tier one cities
                                                                • Figure 40: Sports drinks consumption occasions, by city tier, April 2019
                                                                • Figure 41: Energy drinks consumption occasions, by city tier, April 2019
                                                            • Consumption Purpose

                                                              • Relieving fatigue is more pursued by consumers
                                                                • Figure 42: Sports and energy drinks consumption purpose, April 2019
                                                              • Consumers see sports and energy drinks sources of hydration
                                                                • Replenishing vitamin becomes common practice
                                                                  • Consumers need further education to better differentiate sports and energy drinks
                                                                    • Figure 43: Sports and energy drinks consumption purpose, by user type, April 2019
                                                                  • Key selling points targeting 30-39 year olds are energy and vitamins
                                                                    • Figure 44: Sports and energy drinks consumption purpose, by age group, April 2019
                                                                  • More education to tier two and lower consumers
                                                                    • Figure 45: Sports and energy drinks consumption purpose, by city tier, April 2019
                                                                • Choosing Factors

                                                                  • Flavour also matters when it comes to choose sports and energy drinks
                                                                    • Figure 46: Sports and energy drinks choosing factor, April 2019
                                                                  • Nutritional content is also important driven by awareness on health
                                                                    • Sugar content is not widely perceived as threat in sports and energy drink category
                                                                      • Figure 47: ProSupps Lcarnitine Advanced Series, China, June 2019
                                                                    • Opportunity for premiumisation since less sensitive on pricing and trust in branding
                                                                      • Females and tier one city residents care more about sugar content
                                                                        • Figure 48: Sports and energy drinks choosing factor, by gender, April 2019
                                                                        • Figure 49: Sports and energy drinks choosing factor, by city tier, April 2019
                                                                      • Different marketing strategies for different age groups
                                                                        • Figure 50: Sports and energy drinks choosing factor, by age group, April 2019
                                                                    • Interest in Ingredients

                                                                      • Probiotics is the most anticipated ingredient
                                                                        • Figure 51: Interested ingredients of sports and energy drinks, April 2019
                                                                      • Collagen also draws attention by skin benefits
                                                                        • Concern on caffeine intake drives the needs of caffeine alternatives
                                                                          • Figure 52: Cola Flavoured Nutritious Drink with Green Tea Extract, China, July 2018
                                                                        • Consumers anticipate protein to enhance immunity
                                                                          • Figure 53: Interested ingredient of sports and energy drinks, by age group, April 2019
                                                                        • Males are in general more interested in energy-related ingredients
                                                                          • Figure 54: Interested ingredient of sports and energy drinks, by gender, April 2019
                                                                        • Needs vary in different regions
                                                                          • Figure 55: Interested ingredient of sports and energy drinks, by city tier, April 2019
                                                                          • Figure 56: Interested ingredient of sports and energy drinks, by region, April 2019
                                                                      • Attitudes towards Sports and Energy Drinks

                                                                        • Consumers are getting more sophisticated on ingredients
                                                                          • Figure 57: Attitudes towards sports and energy drinks ingredients, April 2019
                                                                        • Potential for penetrating to more occasions
                                                                          • Figure 58: Attitudes towards sports and energy drinks functions, April 2019
                                                                      • Meet the Mintropolitans

                                                                        • More consumption, driven by more fitness participation
                                                                          • Figure 59: Sports and energy drinks penetration, by consumer classification, April 2019
                                                                          • Figure 60: Sports drinks usage occasions, by consumer classification, April 2019
                                                                          • Figure 61: Energy drinks usage occasions, by consumer classification, April 2019
                                                                        • Content and brand are important for MinTs to choose sports and energy drinks
                                                                          • Figure 62: Sports and energy drinks choosing factors, by consumer classification, April 2019
                                                                      • Appendix – Market Size and Forecast

                                                                          • Figure 63: Market value of energy drinks, China, 2014-18
                                                                          • Figure 64: Market volume of energy drink, China, 2014-18
                                                                          • Figure 65: Market value of sports drink, China, 2014-18
                                                                          • Figure 66: Market volume of sports drink, China, 2014-18
                                                                      • Appendix – Methodology and Abbreviations

                                                                        • Methodology
                                                                          • Fan chart forecast
                                                                            • Abbreviations

                                                                            Sports and Energy Drinks - China - July 2019

                                                                            £3,486.28 (Excl.Tax)