Table of Contents
Executive Summary
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- The market
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- Figure 1: UK value sales of sports and energy drinks, 2010-20
- Sugar attracts negative media in 2014
- Changes to EU regulation affect energy drinks
- Companies brands and innovation
- Lucozade maintains the lead in sports drinks
- Lucozade is top of energy drinks
- Energy drinks dominate ad spend
- Lucozade is most trusted and used brand
- Low-calorie versions of energy drinks attract new launches
- Operators vie for a natural positioning
- The consumer
- Half of adults drink sports or energy drinks
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- Figure 2: Usage of sports and energy drinks, May 2015
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- Figure 3: Frequency of sports and energy drinks usage, May 2015
- Sugar concerns are a key barrier to drinking sports and energy drinks
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- Figure 4: Barriers to drinking sports drinks, May 2015
- Artificial ingredients put off a third of low/non-users
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- Figure 5: Barriers to drinking energy drinks, May 2015
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- Figure 6: Interest in selected sports and energy drinks product concepts, May 2015
- Fruit juice/juice drinks/smoothies most popular sports drinks alternative
- Fortified water appeals as an alternative to sports and energy drinks
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- Figure 7: Drinks seen as alternatives to sports drinks, May 2015
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- Figure 8: Drinks seen as alternatives to energy drinks, May 2015
- Majority consider energy drinks not suitable for children
- High caffeine labels are a put off for large minority
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- Figure 9: Attitudes towards sports and energy drinks, May 2015
- What we think
Issues and Insights
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- Alternatives to refined sugar offer route for operators to address health concerns
- The facts
- The implications
- Artificial ingredients remain a key barrier to use of sports drinks
- The facts
- The implications
- Lower caffeine energy drinks could diminish worries over caffeine intake
- The facts
- The implications
The Market – What You Need to Know
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- Growth in sports and energy drink market plateaus
- Modest growth expected for the market
- Sports drinks continue to struggle
- Sugar attracts negative media in 2014
- Increase in incomes should support sales
- Changes to EU regulation affect energy drinks
Market Size and Forecast and Segment Performance
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- Growth in sports and energy drink market plateaus
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- Figure 10: UK value and volume sales of sports drinks and energy drinks, 2010-20
- Figure 11: UK value sales of sports and energy drinks, 2010-20
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- Figure 12: UK volume sales of sports and energy drinks, 2010-20
- Energy drinks support growth in the market
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- Figure 13: UK value and volume sales of energy drinks, 2010-20
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- Figure 14: UK value sales of energy drinks, 2010-20
- Figure 15: UK volume sales of energy drinks, 2010-20
- Sports drinks continue to struggle
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- Figure 16: UK value and volume sales of sports drinks, 2010-20
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- Figure 17: UK value sales of sports drinks, 2010-20
- Figure 18: UK volume sales of sports drinks, 2010-20
Market Drivers
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- Sugar attracts negative media in 2014
- Aging population poses challenge to sports and energy drink market
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- Figure 19: Trends in the age structure of the UK population, 2010-15 and 2015-20
- Consumers find themselves in a better financial situation
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- Figure 20: Consumers’ financial wellbeing index, February 2009-April 2015
- Changes to EU regulation affect energy drinks
- EFSA assessment puts safe caffeine limit at 200mg per dose
- Caffeine functional claims put on hold during safety assessment
Key Players – What You Need To Know
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- Lucozade maintains the lead in sports drinks
- Lucozade is top of energy drinks
- Energy drinks dominate ad spend
- Lucozade is most trusted and used brand
Market Share
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- Lucozade leads sports drinks
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- Figure 21: UK retail sales of leading brands in sports drinks, by value and volume, 2013/14* and 2014/15**
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- Figure 22: UK retail sales of leading manufacturers in sports drinks, by value and volume, 2013/14* and 2014/15**
- Lucozade top of energy drinks
- Red Bull holds its position as second largest player in energy drinks
- Emerge enjoys strong growth
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- Figure 23: UK retail sales of leading brands in energy drinks, by value and volume, 2013/14* and 2014/15**
- Figure 24: UK retail sales of leading manufacturers in energy drinks, by value and volume, 2013/14* and 2014/15**
Brand Communication and Promotion
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- Energy drinks enjoy larger share of adpsend
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- Figure 25: Recorded above-the-line, online display and direct mail total advertising expenditure on sports and energy drinks, by leading operators, 2011-15*
- Suntory increases its adspend in 2014
- Red Bull
Brand Research – Sports and Energy Drinks
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- What you need to know
- Brand map
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- Figure 26: Attitudes towards and usage of selected brands, June 2015
- Key brand metrics
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- Figure 27: Key metrics for selected brands, June 2015
- Brand attitudes: Rockstar, Relentless and Monster share similar image
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- Figure 28: Attitudes, by brand, June 2015
- Brand personality: Monster and Red Bull enjoy strongest upbeat image
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- Figure 29: Brand personality – Macro image, June 2015
- Lucozade has an advantage on tradition and taste
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- Figure 30: Brand personality – Micro image, June 2015
- Brand analysis
- Lucozade’s history and scientific background helps to boost trust
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- Figure 31: User profile of Lucozade, June 2015
- Red Bull’s image is strongly influenced by marketing activity
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- Figure 32: User profile of Red Bull, June 2015
- Monster shares similar image to Relentless and Rockstar but benefits from greater familiarity
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- Figure 33: User profile of Monster, June 2015
- Relentless lacks the upbeat image of Monster or Rockstar
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- Figure 34: User profile of Relentless, June 2015
- Rockstar has a lower perception of masculinity
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- Figure 35: User profile of Rockstar, June 2015
Launch Activity and Innovation
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- Low/no/reduced sugar claims remain rare
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- Figure 36: Share of launches in the UK sports and energy drinks market featuring a low/no/reduced sugar or calorie claim, 2010-14
- Low-calorie versions of energy drinks attract new launches
- Operators vie for a natural positioning
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- Figure 37: Share of launches in the UK sports and energy drinks market featuring a low/no/reduced sugar or calorie claim, 2010-2015
- Energy drinks look to other drinks categories
The Consumer – What You Need To Know
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- Half of adults drink sports or energy drinks
- Men, 16-24s and urbanites stand out as core users
- Sugar and additives concerns impact the market
- Sugar- and sweetener-free concepts spark interest
- Large minority put off energy drinks by high-caffeine labels
- Smaller formats and low-caffeine drinks can quell concerns
- Water-based sports and energy drinks stand to appeal
Sports and Energy Drinks Usage
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- Half of adults drink sports or energy drinks
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- Figure 38: Usage of sports and energy drinks, May 2015
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- Figure 39: Frequency of sports and energy drinks usage, May 2015
Barriers to Drinking Sports and Energy Drinks and Product Enticements
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- Sugar concerns are a key barrier to drinking sports and energy drinks
- Unrefined sources of sweetness offer route for operators to address sugar concerns
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- Figure 40: Barriers to drinking sports drinks, May 2015
- Artificial ingredients put off a third of low/non-users
- Large minority prefer water to hydrate
- Minority of infrequent users deem energy drinks unnecessary
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- Figure 41: Barriers to drinking energy drinks, May 2015
- One in five prefers to drink coffee for energy
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- Figure 42: Interest in selected sports and energy drinks product concepts, May 2015
Interest in Alternatives to Sports and Energy Drinks
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- Fruit juice/juice drinks/smoothies most popular sports drinks alternative
- Fortified water appeals as an alternative to sports and energy drinks
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- Figure 43: Drinks seen as alternatives to sports drinks, May 2015
- Carbonated soft drinks seen as an alternative to energy drinks
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- Figure 44: Drinks seen as alternatives to energy drinks, May 2015
Attitudes towards Sports and Energy Drinks
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- Majority consider energy drinks not suitable for children
- High-caffeine labels are a put-off for large minority
- Widespread confusion around caffeine intake
- Natural ingredients resonate widely
- Smaller size bottles appeal to one in five
- Dilutable energy drinks can address caffeine concerns
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- Figure 45: Attitudes towards sports and energy drinks, May 2015
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Brand map
- Correspondence analysis
Appendix – Market Size and Forecast
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- Fan chart forecast
- Best- and worst-case forecasts
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- Figure 46: UK value sales of sports drinks and energy drinks, Best- and worst-case forecasts, 2015-20
- Figure 47: UK volume sales of sports drinks and energy drinks, Best- and worst-case forecasts, 2015-20
- Figure 48: UK value sales of sports drinks, Best- and worst-case forecasts, 2015-20
- Figure 49: UK volume sales of sports drinks, Best- and worst-case forecasts, 2015-20
- Figure 50: UK value sales of energy drinks, Best- and worst-case forecasts, 2015-20
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- Figure 51: UK volume sales of energy drinks, Best- and worst-case forecasts, 2015-20
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