Table of Contents
Overview
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- What you need to know
- Products/themes covered in this Report
Executive Summary
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- The market
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- Figure 1: Retail value sales of sports drinks in China, 2016-21
- Figure 2: Retail volume sales of sports drinks in China, 2016-21
- Figure 3: Retail value sales of energy drinks in China, 2016-21
- Figure 4: Retail volume sales of energy drinks in China, 2016-21
- Key players
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- Figure 5: Sports drink market share, by value, China, 2015
- Figure 6: Sports drink market share, by volume, China, 2015
- Figure 7: Energy drink market share, by value, China, 2015
- Figure 8: Energy drink market share, by volume, China, 2015
- The consumer
- Medium users are on the rise
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- Figure 9: Changes in frequency of drinking sports and energy drinks, April 2014 and April 2016
- Functional scepticism is the fundamental usage barrier
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- Figure 10: Barriers to usage of sports and energy drinks, April 2016
- Age is a key influence on retail purchase channels
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- Figure 11: Purchase channels, by age, April 2016
- Tier one city residents prefer exclusive online offers
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- Figure 12: Consumer attitudes, by city tier, April 2016
- What we think
Issues and Insights
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- How to maintain medium users while targeting light users
- The facts
- The implications
- How category blurring will benefit sports and energy drinks
- The facts
- The implications
- How to diversify purchase and drinking occasions to target younger consumers
- The facts
- The implications
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- Figure 13: Michel Adam F-88 Mix Fruit Carbonated Drink, Austria, September 2015; Monster Bebida Enegética Carbonatada con Taurina (Ultra Sunrise Energy Drink), Spain, June 2016; Red Bull The Summer Edition Energy Drink Kiwi-Apfel (The Summer Edition Kiwi & Apple Energy Drink) Austria, May 2016
The Market – What You Need to Know
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- A robust current market and a strongly growing future market
- Health-conscious lifestyles and category blurring trends as motivations
Market Size and Forecast
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- Figure 14: Retail value sales of sports drinks in China, 2016-21
- Figure 15: Retail volume sales of sports drinks in China, 2016-21
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- Figure 16: Value and volume retail sales for sports drinks in China, 2011-21
- Figure 17: Retail value sales of energy drinks in China, 2016-21
- Figure 18: Retail volume sales of energy drinks in China, 2016-21
- Figure 19: Value and volume retail sales for energy drinks in China, 2011-21
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Market Drivers
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- Added benefits are getting popular
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- Figure 20: Sui Yue Hai Yan Qi Yi Guo Wei Wei Sheng Su Guo Wei Yin Liao (Sea Salt Kiwi Flavoured Drink with Vitamin), China, June 2016; Bai Wei Li Qiang Hua Wei Sheng Su Yin Pin (Enhanced Vitamin Energy Drink), China, February 2016
- Category blurring
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- Figure 21: CPT Ye Xing Jia Ping Guo Wei Guo Zhi Xing Ke Xi Guo Dong (Apple Flavoured Drinkable Fruit Juice Jelly), China, December 2015
- Sports and exercise drive consumption
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- Figure 22: Wahaha G-Vital Shui Mi Tao Kou Wei Wei Sheng Su Yin Liao (Peach Flavoured Vitamin Drink), China, December 2015; Wahaha G-Vital Gan Ju Kou Wei Wei Sheng Su Yin Pin (Orange Flavoured Vitamin Drink), China, September 2015; Wahaha G-Vital Ning Meng Kou Wei Wei Sheng Su Yin Pin (Lemon Flavoured Vitamin Drink), China, September 2015
Key Players – What You Need to Know
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- Mizone and Red Bull are the market leaders
- Rising functional innovations and social media positioning claims
- Sports and energy tablets and powder are under-represented
Market Share
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- Mizone dominates the sports drink market
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- Figure 23: Mizone Bo Luo Kou Wei Wei Sheng Su Yin Liao (Pineapple Flavoured Vitamin Drink), June 2016; Mizone Qing Ning Kou Wei Wei Sheng Su Yin Liao (Lime Flavoured Vitamin Drink), China, May 2016; Mizone Sui Yue Hai Yan Qi Yi Guo Kou Wei Wei Sheng Su Guo Wei Yin Liao (Sea Salt and Kiwi Flavoured Vitamin Drink), China, July 2015
- Red Bull dominates the energy drink market
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- Figure 24: Red Bull Wei Sheung Su Gong Neng Yin Liu (Vitamin Functional Drink), China, September 2015; Red Bull Wei Sheng Su Gong Neng Yin Liao (Vitamin Energy Drink), China, November 2013
- Figure 25: Sports drink market share, by value and volume 2014-15
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- Figure 26: Energy drink market share, by value and volume 2014-15
Who’s Innovating?
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- Figure 27: Product claim trends of sports and energy drinks in China, 2014-16
- Products with social media claims and functional ingredients
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- Figure 28: Wahaha G-Vital Pai Hai Yan Xi You Wei Sheng Su Feng Wei Yin Pin (Sea Salt and Grapefruit Flavoured Vitamin Drink), China, April 2016; Wahaha G-Vital Pai Mo Ji Tuo Wei Wei Sheng Su Feng Wei Yin (Mojito Flavoured Vitamin Drink), China, April 2016
- Functional benefits in beauty, brain and nervous system
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- Figure 29: MasterKong Shui Yang Xi You Kou Wei Wei Sheng Su Yin Liao (Grapefruit Flavoured Vitamin Drink), China, January 2016; MasterKong Shui Yang Ning Meng Kou Wei Wei Sheng Su Yin Liao (Lemon Flavoured Vitamin Drink), China, January 2016; MasterKong Shui Yang Shui Mi Tao Kou Wei Wei Sheng Su Yin Liao (Peach Flavoured Vitamin Drink), China, January 2016
- Category blurring – Coconut water carbonated sports drink
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- Figure 30: Kang Zhi Wei Yandian Ye Zi Shui Han Qi Yun Dong Yin Liao (Coconut Water Carbonated Sports Drink), China, Aurugt 2015; Kang Zhi Wei Yandian Ye Zi Shui Han Qi Yun Dong Yin Liao (Coconut Water Carbonated Sports Drink), China, August 2015
- Products with other functional benefits – Tablets and powder
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- Figure 31: Kumai Hun He Guo Wei Yun Dong Xing Pao Teng Pian (Mix Fruit Flavoured Movement Type Effervescent Tablets), China, April 2016; and Kumai Yun Dong Xing Pao Teng Pian (Movement Type Effervescent Tablets), China, April 2016; By-Health GymMax Keyplus Ning Meng Wei Yun Dong Gu Ti Yin Liao (Lemon Flavoured Sport Drink Powder), China, December 2015
- Products without additives/preservatives
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- Figure 32: Nature Wise Ren Can Yin Pin (Ginseng Drink), China, May 2016; Xiaoyang Ru Suan Yan Xi You Wei Wei Sheng Su Guo Wei Yin Liao (Grapefruit Flavoured Vitamins Fruit Drink), China, May 2016
- Figure 33: Jianlibao Cheng Mi Wei Yun Dong Yin Liao (Orange and Honey Flavoured Sports Drink), China, January 2016 and February 2016
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The Consumer – What You Need to Know
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- Men are the most pronounced medium users
- Different usage barriers for the young and for low earners
- Most sports drinks have been consumed outdoors while most energy drinks for boosting energy
- Flavour and functional effectiveness are purchase stimulators
- Adequate product information on packaging is a key differentiator
- Meet the Mintropolitans
Drinking Frequency
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- Consumption changes between medium and light users
- Men are the main medium users
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- Figure 34: Frequency of drinking sports and energy drinks, track changes, April 2014 and April 2016
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- Figure 35: Frequency of drinking sports and energy drinks, by gender and age of medium users, April 2016
Usage Barriers
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- Scepticism over functional benefits is the primary usage barrier
- Young people and low earners doubt energy boost claims for different reasons
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- Figure 36: Usage barriers of sports and energy drinks, April 2016
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- Figure 37: Number one usage barrier, by age, April 2016
- Figure 38: Number one usage barrier, by personal monthly income and monthly household income, April 2016
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- Figure 39: TravelAID Recovery Drink, US, March 2016
Drinking Occasions
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- Sports drinks have been consumed for outdoor occasions mostly
- Energy drinks are drunk mostly due to a need for boosting energy
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- Figure 40: Drinking occasions for sports drinks, April 2016
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- Figure 41: Drinking occasions for energy drinks, April 2016
- Figure 42: Nutrisens Sport Récup Max Crème Lactée de Récupération Saveur Chocolat (Chocolate Flavoured Recovery Cream), France, April 2016; Waker Energy Drink a Base de Cafeína Natural da Erva-Mate e do Guaraná (Yerba Mate & Guarana Energy Drink), Brazil, July 2015
Purchase Channels
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- Traditional retail channels have the highest penetration
- Young and adult groups shop the most at retail channels
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- Figure 43: Purchase channels, April 2016
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- Figure 44: Cross analysis, purchase channels by purchase triggers, April 2016
- Figure 45: Purchase channels, by age, April 2016
Purchase Triggers
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- Flavour as a key factor to purchase
- Medium and light users care about energy-boosting effectiveness the most
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- Figure 46: Purchase triggers, April 2016
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- Figure 47: Purchase triggers – CHAID – Tree output, April 2016
- Figure 48: E-hydrate Kids Cinnamon Roll Flavored Natural Protein On-the-Go, US, June 2016; Kao Healthya Walk Plum Flavour Sports Drink, Japan, October 2015; Freeway Up Bebida Energética Light com Cafeína (Light Energy Drink), Germany, September 2015
Consumer Attitudes
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- Product transparency is crucial to attract people
- Higher city tier residents favour exclusive online offer
- Product varieties needed for sports and energy drink adventurers
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- Figure 49: Consumer attitudes, April 2016
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- Figure 50: Junin Maca Ying Yang Su Yin Liao (Nutrient Drink), China, April.2015
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- Figure 51: Consumer attitudes, by city tier, April 2016
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- Figure 52: Overstims’ Energix Délice Gel Énergetique Endurance Saveur Tomate (Tomato Flavoured Energy Endurance Gel), France, June 2016
Mintropolitans
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- Demographics and characteristics
- Lifestyle
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- Figure 53: Demographic profile of Mintropolitans versus non-Mintropolitans, sports and energy drinks, by gender, age, and marital status, April 2016
- Figure 54: Demographic profile of Mintropolitans versus non-Mintropolitans, sports and energy drinks, by monthly personal income, monthly household income, and city tier, April 2016
Appendix – Methodology and Definitions
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- Methodology
- Fan chart forecast
- Mintropolitans – Definition
- Abbreviations
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