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Sports and Energy Drinks - UK - July 2019

“Although the leading brands are performing strongly, a new generation of energy drink brands looking to deliver energy through ‘clean’ and ‘natural’ formulations is shaking up the market. If awareness is fostered, these new entrants have sizeable potential to grow the market penetration of energy drinks by appealing to non-users put off by the category’s sugary and artificial image. Meanwhile, demonstrating tangible benefits and aligning with lower-intensity activities looks to be needed for sports drinks to face off competition from water.”

– Anita Winther, Research Analyst

This report examines the following issues:

  • Perceptions of sugar as both a barrier and a necessary ingredient dictate a balanced approach
  • Interest in ingredient information and all-natural claim highlights scope to tackle artificial image
  • Opportunity to tap buzz around gut health and brain function support

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Sales grow in 2018 despite SDIL
              • Volumes expected to edge upwards
                • Figure 1: Forecast of UK value sales of sports and energy drinks, 2014-24
              • Energy drinks sales robust, heatwave reverses decline for sports drinks
                • Figure 2: UK value sales of sports and energy drinks, by segment, 2017-19
              • ‘Sugar Tax’ comes into force
                • Proposed under-16s energy drink ban a threat
                  • Companies and brands
                    • Red Bull overtakes Lucozade Energy
                      • Figure 3: Leading brands’ value sales in the UK retail energy drinks market, 2016/17-2018/19
                    • Lucozade Sport continues to dominate in sports drinks
                      • Sugar-related claims rise in launches
                        • Competition picks up in natural variants
                          • Coca-Cola and Irn-Bru move into energy drinks
                            • Advertising spend hits four-year high
                              • Lucozade leads on trust, quality and as refreshing
                                • The consumer
                                  • The young and men are key users
                                    • Figure 4: Frequency of drinking sports drinks, energy drinks and energy shots, May 2019
                                  • Diet variants have a lead in energy drinks
                                    • Figure 5: Types of sports and energy drinks drunk, May 2019
                                  • Exercise is key driver of usage
                                    • Usage occasions are diverse
                                      • Figure 6: When sports and energy drinks are drunk, May 2019
                                    • Uptake limited by competition from other drinks
                                      • Figure 7: Reasons for not drinking sports drinks, May 2019
                                    • Sugar content is a concern
                                      • Figure 8: Reasons for not drinking energy drinks, May 2019
                                    • High level of interest in flavour among users
                                      • Figure 9: Interest in flavour types in sports and energy drinks, May 2019
                                    • No added sugar and all-natural ingredients attract sizeable interest
                                      • Scope for further innovation around brain function claims
                                        • Figure 10: Interest in ingredients and benefits in sports and energy drinks, May 2019
                                      • Brand loyalty is high
                                        • Figure 11: Behaviours relating to sports and energy drinks, May 2019
                                      • Many sports and energy drinks users see sugar as a necessary ingredient
                                        • Figure 12: Attitudes towards sports and energy drinks, May 2019
                                      • What we think
                                      • Issues and Insights

                                        • Perceptions of sugar as both a barrier and a necessary ingredient dictate a balanced approach
                                          • The facts
                                            • The implications
                                              • Interest in ingredient information and all-natural claim highlights scope to tackle artificial image
                                                • The facts
                                                  • The implications
                                                    • Opportunity to tap buzz around gut health and brain function support
                                                      • The facts
                                                        • The implications
                                                        • The Market – What You Need to Know

                                                          • Sales grow in 2018 despite SDIL
                                                            • Volumes expected to edge upwards
                                                              • Energy drinks sales robust, heatwave reverses decline for sports drinks
                                                                • ‘Sugar Tax’ comes into force
                                                                  • Proposed under-16s energy drink ban a threat
                                                                  • Market Size and Forecast

                                                                    • Sales appear undented by SDIL
                                                                      • Figure 13: UK value and volume sales of sports and energy drinks, at current and constant prices, 2014-24
                                                                    • The future
                                                                        • Figure 14: Forecast of UK value sales of sports and energy drinks, 2014-24
                                                                        • Figure 15: Forecast of UK volume sales of sports and energy drinks, 2014-24
                                                                      • Forecast methodology
                                                                      • Market Segmentation

                                                                        • Energy drinks enjoy growth
                                                                          • Impact of SDIL and voluntary ban masked by heatwave
                                                                            • Sports drinks return to growth
                                                                              • Figure 16: Total UK value and volume sales of sports and energy drinks, by segment, 2017-19
                                                                          • Market Drivers

                                                                            • Spotlight on sugar continues in fight against obesity
                                                                              • Soft Drinks Industry Levy comes into force
                                                                                • Category ramps up L/N/R sugar activity
                                                                                  • Under-16s energy drink ban remains on the cards
                                                                                    • Reports give energy drinks some reprieve
                                                                                      • Ageing population
                                                                                        • Figure 17: Trends in the age structure of the UK population, 2014-19 and 2019-24
                                                                                      • No changes in overall exercise levels
                                                                                        • Tiredness is endemic
                                                                                          • Summer heatwave boosts 2018 soft drinks sales
                                                                                            • Figure 18: Total hours of sunshine in the UK, by month, 2013-18
                                                                                          • Plastic waste is in the spotlight
                                                                                            • Government considers bottle return scheme and plastic packaging tax
                                                                                              • Threat from public water refill points
                                                                                              • Companies and Brands – What You Need to Know

                                                                                                • Red Bull overtakes Lucozade Energy
                                                                                                  • Lucozade Sport continues to dominate in sports drinks
                                                                                                    • Sugar-related claims rise in launches
                                                                                                      • Competition picks up in natural variants
                                                                                                        • Coca-Cola and Irn-Bru move into energy drinks
                                                                                                          • Advertising spend hits four-year high
                                                                                                            • Lucozade leads on trust, quality and as refreshing
                                                                                                            • Market Share

                                                                                                              • Red Bull claims energy drinks crown
                                                                                                                • Reformulation sees Lucozade Energy’s sales dip
                                                                                                                  • Figure 19: Leading brands’ sales and shares in the UK retail energy drinks market, 2016/17-2018/19
                                                                                                                • Monster continues to grow share
                                                                                                                  • Medium-sized brands lose out
                                                                                                                    • Natural energy brand Purdey’s posts strong growth
                                                                                                                      • Lucozade Sport continues to dominate in sports drinks
                                                                                                                        • Figure 20: Leading brands’ sales and shares in the UK retail sports drinks market, 2016/17-2018/19
                                                                                                                    • Launch Activity and Innovation

                                                                                                                      • Energy drinks’ share of soft drinks launches rise
                                                                                                                        • Figure 21: New sports and energy drinks product launches, as a share of total soft drinks launches, 2015-19
                                                                                                                      • Sugar-related claims rise
                                                                                                                        • Figure 22: Share of new product launches in the sports and energy drinks market making a sugar-related claim, 2015-19
                                                                                                                      • Competition picks up in natural variants
                                                                                                                        • Brands look to green coffee for ‘natural energy’ positioning
                                                                                                                          • Figure 23: Examples of launches positioned as natural in the UK energy drinks market, 2018 and 2019
                                                                                                                        • Guayusa enters the UK energy drinks market
                                                                                                                          • Sports drinks look to coconut water and seawater for natural formulation
                                                                                                                            • Energy drink brands target new usage occasions
                                                                                                                              • Rockstar targets mornings
                                                                                                                                • Monster enters RTD coffee
                                                                                                                                  • Red Bull moves into CSDs
                                                                                                                                    • Figure 24: Examples of energy drink brands launching new products targeted at new usage occasions, 2018 and 2019
                                                                                                                                  • Coca-Cola and Irn-Bru move into energy drinks
                                                                                                                                    • Radnor launches energy water
                                                                                                                                      • Coca-Cola brings Aquarius to the UK
                                                                                                                                        • Figure 25: New products from Coca-Cola in the UK sports and energy drinks market, 2019
                                                                                                                                      • Brands continue to engage fans with flavour extensions
                                                                                                                                          • Figure 26: Examples of flavour NPD in the UK energy drinks market, 2018 and 2019
                                                                                                                                        • Lucozade Sport trials edible pods
                                                                                                                                        • Start-ups and Disruptors Case Study – Unrooted Fresh Energy

                                                                                                                                          • Company overview
                                                                                                                                            • What is it?
                                                                                                                                              • Figure 27: Sample of Unrooted Product, July 2019
                                                                                                                                            • Founder’s story
                                                                                                                                              • Sources of funding and support
                                                                                                                                                • Mintel analyst view
                                                                                                                                                  • Mintel Trends
                                                                                                                                                    • Why it could succeed
                                                                                                                                                      • Why it could fail
                                                                                                                                                        • The verdict
                                                                                                                                                          • Purchase Intelligence
                                                                                                                                                            • Figure 28: Perception of Unrooted Energy Drinks compared to energy drinks with similar natural claims, April 2018-July 2019
                                                                                                                                                          • Product details
                                                                                                                                                            • Figure 29: Examples of Unrooted product listing, 2019
                                                                                                                                                            • Figure 30: Examples of Unrooted Launches, 2019
                                                                                                                                                          • Stockists
                                                                                                                                                            • Media profile
                                                                                                                                                              • Figure 31: Social media figures for Unrooted, July 2019
                                                                                                                                                          • Start-ups and Disruptors Case Study – Matcha Works

                                                                                                                                                            • Company overview
                                                                                                                                                              • What is it?
                                                                                                                                                                • Figure 32: Example of Matcha Works product, December 2018
                                                                                                                                                              • Company mission statement
                                                                                                                                                                • Founders’ story
                                                                                                                                                                  • Sources of funding and support
                                                                                                                                                                    • Mintel analyst view
                                                                                                                                                                      • Mintel Trends
                                                                                                                                                                        • Why it could succeed
                                                                                                                                                                          • Why it could fail
                                                                                                                                                                            • The verdict
                                                                                                                                                                              • Purchase Intelligence
                                                                                                                                                                                • Figure 33: Perception of Matcha Works’ drinks compared to selected energy drinks with similar natural claims, April 2018-July 2019
                                                                                                                                                                              • Product details
                                                                                                                                                                                • Figure 34: Sample of Matcha Works product listing, 2018-19
                                                                                                                                                                                • Figure 35: Samples of Matcha Works Launches, 2018-19
                                                                                                                                                                              • Stockists
                                                                                                                                                                                • Media profile
                                                                                                                                                                                  • Figure 36: Social media figures for Matcha Works, July 2019
                                                                                                                                                                              • Advertising and Marketing Activity

                                                                                                                                                                                • Adspend hits four-year high
                                                                                                                                                                                  • Figure 37: Total above-the-line, online display and direct mail advertising expenditure on sports and energy drinks, 2015-19
                                                                                                                                                                                • Lucozade Sport teams with Anthony Joshua to get Brits moving…
                                                                                                                                                                                  • …and support flavour NPD
                                                                                                                                                                                    • Lucozade Sport extends England football sponsorship to Lionesses
                                                                                                                                                                                      • Figure 38: Total above-the-line, online display and direct mail advertising expenditure on sports and energy drinks, by top six advertisers (sorted by 2018), 2015-19
                                                                                                                                                                                    • Lucozade Energy rekindles partnership with Tomb Raider…
                                                                                                                                                                                      • …retells the story of David and Goliath…
                                                                                                                                                                                        • …and shifts focus from physical to positive energy
                                                                                                                                                                                          • Lucozade Zero links with Love Island
                                                                                                                                                                                            • Red Bull continues to run humorous animated ads…
                                                                                                                                                                                              • …and opens eSport venue in London
                                                                                                                                                                                                • Red Bull aims to reinforce sport relevance with Red Bull Project Pro campaign
                                                                                                                                                                                                  • Carabao aims to give busy Brits an energy boost…
                                                                                                                                                                                                    • …and continues link with English football
                                                                                                                                                                                                      • Boost showcases “eclectic mix” of sport and leisure occasions…
                                                                                                                                                                                                        • …and links with Tinder for Valentine’s Day
                                                                                                                                                                                                          • Natural energy brands ramp up activity
                                                                                                                                                                                                            • Tenzing launches first above-the-line campaign
                                                                                                                                                                                                              • Purdey’s launches TV advert
                                                                                                                                                                                                                • Monster Energy renews partnership with Call of Duty: Black Ops
                                                                                                                                                                                                                  • Rockstar links with Destiny 2: Forsaken and Creed II
                                                                                                                                                                                                                    • New entrant Coca-Cola Energy supported by heavyweight campaign
                                                                                                                                                                                                                      • Nielsen Ad Intel coverage
                                                                                                                                                                                                                      • Brand Research

                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                            • Figure 39: Attitudes towards and usage of selected brands, June 2019
                                                                                                                                                                                                                          • Key brand metrics
                                                                                                                                                                                                                            • Figure 40: Key metrics for selected brands, June 2019
                                                                                                                                                                                                                          • Brand attitudes: Lucozade leads on trust and quality perceptions
                                                                                                                                                                                                                            • Figure 41: Attitudes, by brand, June 2019
                                                                                                                                                                                                                          • Brand personality: Fun is a central trait for the segment
                                                                                                                                                                                                                            • Figure 42: Brand personality – macro image, June 2019
                                                                                                                                                                                                                          • Lucozade seen as most traditional, authentic and refreshing
                                                                                                                                                                                                                            • Figure 43: Brand personality – micro image, June 2019
                                                                                                                                                                                                                          • Brand analysis
                                                                                                                                                                                                                            • Lucozade sets the benchmark high for its competitors
                                                                                                                                                                                                                              • Figure 44: User profile of Lucozade, June 2019
                                                                                                                                                                                                                            • Monster has a weaker image and is more divisive
                                                                                                                                                                                                                              • Figure 45: User profile of Monster, June 2019
                                                                                                                                                                                                                            • Carabao has sizeable awareness despite short time on the market
                                                                                                                                                                                                                              • Figure 46: User profile of Carabao, June 2019
                                                                                                                                                                                                                            • Rockstar’s image impaired by low awareness
                                                                                                                                                                                                                              • Figure 47: User profile of Rockstar, June 2019
                                                                                                                                                                                                                            • Red Bull lead on fun and cool, but is also seen as overrated
                                                                                                                                                                                                                              • Figure 48: User profile of Red Bull, June 2019
                                                                                                                                                                                                                          • The Consumer – What You Need to Know

                                                                                                                                                                                                                            • The young and men are key users
                                                                                                                                                                                                                              • Diet variants have a lead in energy drinks
                                                                                                                                                                                                                                • Exercise is key driver of usage
                                                                                                                                                                                                                                  • Usage occasions are diverse
                                                                                                                                                                                                                                    • Uptake limited by competition from other drinks
                                                                                                                                                                                                                                      • Sugar content is a concern
                                                                                                                                                                                                                                        • High level of interest in flavour among users
                                                                                                                                                                                                                                          • No added sugar and all-natural ingredients attract sizeable interest
                                                                                                                                                                                                                                            • Scope for further innovation around brain function claims
                                                                                                                                                                                                                                              • Brand loyalty is high
                                                                                                                                                                                                                                                • Many sports and energy drinks users see sugar as a necessary ingredient
                                                                                                                                                                                                                                                • Usage of Sports and Energy Drinks

                                                                                                                                                                                                                                                  • Category used by two in five adults
                                                                                                                                                                                                                                                    • Figure 49: Frequency of drinking sports drinks, energy drinks and energy shots, May 2019
                                                                                                                                                                                                                                                  • The young and men are key user groups
                                                                                                                                                                                                                                                    • Usage also higher among urbanites, affluent and parents
                                                                                                                                                                                                                                                      • Figure 50: Frequency of drinking sports drinks, energy drinks and energy shots, by age and gender, May 2019
                                                                                                                                                                                                                                                    • Diet variants has a lead in energy drinks
                                                                                                                                                                                                                                                      • Figure 51: Types of sports and energy drinks drunk, May 2019
                                                                                                                                                                                                                                                  • Occasions for Drinking Sports and Energy Drinks

                                                                                                                                                                                                                                                    • Exercise is key driver of usage
                                                                                                                                                                                                                                                      • Figure 52: When sports and energy drinks are drunk, May 2019
                                                                                                                                                                                                                                                    • Usage occasions are diverse
                                                                                                                                                                                                                                                      • Men have the widest repertoires
                                                                                                                                                                                                                                                        • Gaming is when three in 10 young men reach for sports or energy drinks
                                                                                                                                                                                                                                                          • Higher usage among Twitch users
                                                                                                                                                                                                                                                            • Marked growth potential in linking with gaming
                                                                                                                                                                                                                                                              • Scope for further NPD targeting gamers
                                                                                                                                                                                                                                                                • Figure 53: Mtn Dew Amp Game Fuel energy drink range, USA, 2019
                                                                                                                                                                                                                                                            • Barriers to Drinking Sports and Energy Drinks

                                                                                                                                                                                                                                                              • Sports drinks need to demonstrate tangible benefits
                                                                                                                                                                                                                                                                • Figure 54: Reasons for not drinking sports drinks, May 2019
                                                                                                                                                                                                                                                              • Competition from coffee and tea curb usage of energy drinks
                                                                                                                                                                                                                                                                • Energy drinks look to target morning occasions
                                                                                                                                                                                                                                                                  • Figure 55: Reasons for not drinking energy drinks, May 2019
                                                                                                                                                                                                                                                                • Sugar content is a concern
                                                                                                                                                                                                                                                                  • Artificial image prevails
                                                                                                                                                                                                                                                                    • An all-natural positioning can attract non-users
                                                                                                                                                                                                                                                                      • Figure 56: Purchase intent towards all-natural energy drinks in comparison to all UK energy drinks, by category purchase and usage habits, April 2018-May 2019
                                                                                                                                                                                                                                                                    • Category blurring creates competition
                                                                                                                                                                                                                                                                    • Interest in Sports and Energy Drinks Flavours

                                                                                                                                                                                                                                                                      • High level of interest in flavours among users
                                                                                                                                                                                                                                                                        • Exotic/tropical fruits attracts most interest
                                                                                                                                                                                                                                                                          • Figure 57: Interest in flavour types in sports and energy drinks, May 2019
                                                                                                                                                                                                                                                                        • Scope for cross-over into coffee and tea
                                                                                                                                                                                                                                                                          • RTD coffee and coffee flavours hold potential
                                                                                                                                                                                                                                                                            • Tea extracts are gaining prominence in energy drinks
                                                                                                                                                                                                                                                                              • Herbs and spices can offer functional connotations
                                                                                                                                                                                                                                                                                • Beyond ginger, opportunities for turmeric and chilli
                                                                                                                                                                                                                                                                                • Interest in Sports and Energy Drinks Concepts

                                                                                                                                                                                                                                                                                  • No added sugar and all-natural ingredients attract sizeable interest
                                                                                                                                                                                                                                                                                    • Figure 58: Interest in ingredients and benefits in sports and energy drinks, May 2019
                                                                                                                                                                                                                                                                                  • Gut health support appeals widely
                                                                                                                                                                                                                                                                                    • Inspiration for delivering digestive claims can be found outside the category with fibre
                                                                                                                                                                                                                                                                                      • Spotlight on ‘good bacteria’ can work in favour of fermented drinks
                                                                                                                                                                                                                                                                                        • Scope for further innovation around brain function claims
                                                                                                                                                                                                                                                                                          • Interest in brain function signals opportunity for nootropics
                                                                                                                                                                                                                                                                                          • Sports and Energy Drinks Behaviours

                                                                                                                                                                                                                                                                                            • Brand loyalty is high
                                                                                                                                                                                                                                                                                              • Figure 59: Behaviours relating to sports and energy drinks, May 2019
                                                                                                                                                                                                                                                                                            • Educating people on the role of ingredients can drive engagement
                                                                                                                                                                                                                                                                                              • Figure 60: Examples of ingredient transparency in UK energy drinks, 2019
                                                                                                                                                                                                                                                                                            • Energy drinks are seen to carry social stigma by some
                                                                                                                                                                                                                                                                                              • Figure 61: Agreement with behaviours relating to sports and energy drinks, by usage of sports and energy drinks, May 2019
                                                                                                                                                                                                                                                                                          • Attitudes towards Sports and Energy Drinks

                                                                                                                                                                                                                                                                                            • One in three see sugar as needed in sports and energy drinks
                                                                                                                                                                                                                                                                                              • Figure 62: Attitudes towards sports and energy drinks, May 2019
                                                                                                                                                                                                                                                                                            • Opportunity for wellness drinks with an energy proposition tailored to under-16s
                                                                                                                                                                                                                                                                                              • Figure 63: Agreement with attitudes towards sports and energy drinks, by usage of sports and energy drinks, May 2019
                                                                                                                                                                                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                                                                                              • Abbreviations
                                                                                                                                                                                                                                                                                                • Consumer research methodology
                                                                                                                                                                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                                                                                  • Forecast methodology
                                                                                                                                                                                                                                                                                                      • Figure 64: Total UK value sales of cordials and squashes, best- and worst-case forecast, 2019-24
                                                                                                                                                                                                                                                                                                      • Figure 65: Total UK value sales of cordials and squashes, best- and worst-case forecast, 2019-24
                                                                                                                                                                                                                                                                                                  • Appendix – Market Share

                                                                                                                                                                                                                                                                                                      • Figure 66: Leading distributors’ sales and shares in the UK retail energy drinks market, 2016/17-2018/19
                                                                                                                                                                                                                                                                                                      • Figure 67: Leading distributors’ sales and shares in the UK retail sports drinks market, 2016/17-2018/19
                                                                                                                                                                                                                                                                                                  • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                                                                                                                      • Figure 68: Share of new product launches in the UK sports and energy drinks market, by sub-category, 2015-19
                                                                                                                                                                                                                                                                                                      • Figure 69: Share of new product launches in the UK sports and energy drinks market, by primary packaging material, 2015-19
                                                                                                                                                                                                                                                                                                      • Figure 70: Share of new product launches in the UK sports and energy drinks market, by branded and private label, 2015-19
                                                                                                                                                                                                                                                                                                      • Figure 71: Share of new product launches in the UK sports and energy drinks market, by top 10 companies (sorted by 2018), 2015-19
                                                                                                                                                                                                                                                                                                      • Figure 72: Share of new product launches in the UK sports and energy drinks market, by top 15 claims (sorted by 2018), 2015-19

                                                                                                                                                                                                                                                                                                  Sports and Energy Drinks - UK - July 2019

                                                                                                                                                                                                                                                                                                  £1,995.00 (Excl.Tax)