Table of Contents
Executive Summary
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- The market
- Growth remain robust but acceleration slowing down
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- 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
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- 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
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- 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
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- 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
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- Figure 8: Sports and energy drinks consumption occasions, April 2019
- Consumers need further education to distinguish between sports and energy drinks
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- 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
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- Figure 10: Sports and energy drinks choosing factor, April 2019
- Probiotics and prebiotics are most desired new ingredients
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- Figure 11: Interested ingredients of sports and energy drinks, April 2019
- Consumers are getting more sophisticated in sports and energy drinks
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- Figure 12: Attitudes towards sports and energy drinks ingredients, April 2019
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- Figure 13: Attitudes towards sports and energy drinks functions, April 2019
- What we think
Issues and Insights
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- Position sports drinks for multiple purposes related to health
- The facts
- The implications
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- Figure 14: LIFEAID Product Line, June 2019
- Bold attempts of ingredients may lead to further growth
- The facts
- The implications
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- 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
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- Figure 16: F6 SuperShot Plant-Based Energy Drink, China, July 2018
The Market – What You Need to Know
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- 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
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- Market growth of energy drinks remains robust
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- 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
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- 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
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- 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
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- Leading companies maintain their position but see shares shrinking
- More flavours/ingredients, more health claims and types of packaging drive the growth
Market Share
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- Uncertainty has dragged Red Bull’s growth
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- Figure 21: Leading companies’ value share in energy drink market, China, 2016-18
- Mizone still leads sports drink market after staggering in 2016
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- Figure 22: Leading companies’ value share in sports drink market, China, 2016-18
- Specialised brands have increased their visibility in the market
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- Figure 23: CPT Tmall Banner, June 2019
Competitive Strategies
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- Diversified flavours help to drive sports drink market growth
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- Figure 24: Top 10 flavours of sports drink, China, 2014-18
- Figure 25: Mizone new flavours – China, 2018-19
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- 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
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- 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
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- Figure 29: Packaging of sports and energy drink, China, 2014-18
Who’s Innovating?
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- More visibility of protein products
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- Figure 30: Betale Protein Water, China, December 2018
- Nature and organic energy booster
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- Figure 31: Sambazon Organic Amazon Energy Drink – Acai Berry, June 2019
- Cross-over and new variants
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- Figure 32: Coca Cola Energy Drink, Spain, April 2019
- Figure 33: Mizone + Variants, April 2019
- Innovation in packaging makes powder more convenient
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- Figure 34: EZY PRO Protein Shake, June 2019
The Consumer – What You Need to Know
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- 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
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- More than two thirds have consumed sports and energy drinks, respectively
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- Figure 35: Sports and energy drinks penetration, April 2019
- Difference of usage and frequency on 25-29 year olds
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- Figure 36: Sports and energy drinks penetration, by age group, April 2019
- Geographic difference of penetration lies in regions instead of city tiers
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- 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
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- Sports or exercising occasions are no-doubt the most popular
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- Figure 39: Sports and energy drinks consumption occasions, April 2019
- Opportunities brought by lifestyle in tier one cities
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- Figure 40: Sports drinks consumption occasions, by city tier, April 2019
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- Figure 41: Energy drinks consumption occasions, by city tier, April 2019
Consumption Purpose
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- Relieving fatigue is more pursued by consumers
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- 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
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- 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
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- Figure 44: Sports and energy drinks consumption purpose, by age group, April 2019
- More education to tier two and lower consumers
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- Figure 45: Sports and energy drinks consumption purpose, by city tier, April 2019
Choosing Factors
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- Flavour also matters when it comes to choose sports and energy drinks
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- 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
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- 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
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- 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
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- Figure 50: Sports and energy drinks choosing factor, by age group, April 2019
Interest in Ingredients
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- Probiotics is the most anticipated ingredient
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- 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
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- Figure 52: Cola Flavoured Nutritious Drink with Green Tea Extract, China, July 2018
- Consumers anticipate protein to enhance immunity
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- Figure 53: Interested ingredient of sports and energy drinks, by age group, April 2019
- Males are in general more interested in energy-related ingredients
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- Figure 54: Interested ingredient of sports and energy drinks, by gender, April 2019
- Needs vary in different regions
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- 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
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- Consumers are getting more sophisticated on ingredients
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- Figure 57: Attitudes towards sports and energy drinks ingredients, April 2019
- Potential for penetrating to more occasions
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- Figure 58: Attitudes towards sports and energy drinks functions, April 2019
Meet the Mintropolitans
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- More consumption, driven by more fitness participation
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- Figure 59: Sports and energy drinks penetration, by consumer classification, April 2019
- Figure 60: Sports drinks usage occasions, by consumer classification, April 2019
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- Figure 61: Energy drinks usage occasions, by consumer classification, April 2019
- Content and brand are important for MinTs to choose sports and energy drinks
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- Figure 62: Sports and energy drinks choosing factors, by consumer classification, April 2019
Appendix – Market Size and Forecast
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- 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
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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