What you need to know
Even before the COVID-19 pandemic had an impact on the China economy, the rate of growth for domestic sports and energy drinks was slowing.
Although China is experiencing a fitness boom, the habit of consuming sports and energy drinks to reach fitness goals remains uncommon. The market is also facing pressure from neighbouring categories which are providing similar functions to premiumise, such as featuring “energy-boosting” or “refreshing” claims.
Opportunities exist to increase habitual consumption by associating sports and energy drink with improved long term benefits when exercising. However, consumers currently find it difficult to make these judgements, so this is likely to require specialized recipes aimed at targeted sports or demographics, combined with a clear education program to help consumer's decision making.
Occasions other than physical exercise are already proving to be popular, especially for energy drinks which are associated with more diverse activities such as work, study, or gaming. Producers may take advantage of this and offer additional claims such as increasing concentration for the gaming occasion or mood lifting for the social occasion.
Covered in this report
Sports drinks are defined as liquid and powdered sports drinks designed to rehydrate, restore energy, and replenish minerals lost during exercise. This includes hypotonic, isotonic, and hypertonic drinks.
Energy drinks are defined as energy drinks and shots containing a high level of stimulant ingredients (eg caffeine, taurine) that are promoted as capable of enhancing alertness or providing stimulation.
