Table of Contents
Executive Summary
-
- The market
-
- Figure 1: Estimated value sales for sports and energy drinks, IoI, NI and RoI, 2014-19
- Figure 2: Estimated volume sales for sports and energy drinks, IoI, NI and RoI, 2014-19
-
- Figure 3: Estimated value sales of sports vs. energy drinks, IoI, 2018
- Forecast
-
- Figure 4: Indexed estimated value sales for energy drinks, IoI, NI and RoI, 2014-24
- Market factors
- Sugar tax doesn’t impact on consumers to a strong degree
- Potential ban on sales to under-16s
- Aging population offers new opportunities
- Low energy levels impact half of consumers
- Companies and innovations
- The Consumer
- Sports drinks see overall stronger use
-
- Figure 5: Frequency that consumers have drunk sports and energy drinks in the last three months, NI and RoI, September 2019
- Sugar-free variants see less use compared to standard sports and energy drinks
-
- Figure 6: Types of sports and energy drinks consumers have drunk in the last three months, NI and RoI, September 2019
- Exercise, long trips and nights out key usage occasions
-
- Figure 7: Occasions consumers have drunk sports drinks in the last three months, NI and RoI, September 2019
- Figure 8: Occasions consumers have drunk energy drinks in the last three months, NI and RoI, September 2019
- Exotic flavours most desired
-
- Figure 9: Flavours for sports and/or energy drinks that consumers would be interested in trying, NI and RoI, September 2019
- Brain functionality and all-natural key interests
-
- Figure 10: functional benefits consumers would be interested in trying for sports or energy drinks, NI and RoI, September 2019
The Market – What You Need to Know
-
- Energy drinks account for lion’s share of the market
- Most consumers haven’t changed fizzy drinks habits post-levy
- Ban looming for under-16 energy drink sales
- Aging population presents new challenges
- Half report feeling low energy
Market Size and Forecast
-
- Energy and sports drinks see increased spent post-sugar tax
-
- Figure 11: Estimated value sales for sports and energy drinks, IoI, NI and RoI, 2014-24
- Figure 12: Estimated volume sales for sports and energy drinks, IoI, NI and RoI, 2014-24
- Energy drinks account for the majority of the market
-
- Figure 13: Estimated value sales for energy drinks, IoI, NI and RoI, 2014-24
- Figure 14: Estimated volume sales for energy drinks, IoI, NI and RoI, 2014-24
-
- Figure 15: How consumers expect their personal financial situation to change in the next 12 months, NI and RoI, September 2017-19
- Sugar-free energy drinks increase their share of sales
-
- Figure 16: Estimated value sales for energy drinks, by segment, NI and RoI, 2014-18
- Sports drinks appeal most to the sporty
-
- Figure 17: Estimated value sales for sports drinks, IoI, NI and RoI, 2014-24
- Figure 18: Estimated volume sales for sports drinks, IoI, NI and RoI, 2014-24
-
- Figure 19: Frequency of exercise, NI and RoI, February 2017
-
- Figure 20: Amount of effort consumers put into staying healthy, NI and RoI, June 2018
Market Drivers
-
- Sugar levy introduced in 2018, but may not have had the desired impact
-
- Figure 21: Consumer response to the question ‘April 2018 saw a levy applied to some fizzy drinks with high levels of sugar. Since then, how has it affected you when buying soft drinks?’, NI and RoI, September 2018
-
- Figure 22: Consumers who claim the sugar levy has seen them cut back on sugary carbonated drinks, by age group, NI and RoI, September 2018
- Decline from 2017-19 in sugar concerns
-
- Figure 23: Selected ingredients in food and drink products consumers are concerned about, NI and RoI, June 2017, June 2018 and November 2019
-
- Figure 24: Total new product launches for sports and energy drinks vs sugar free launches, UK and Ireland, 2014-19
- Bans on energy drink sales to under-16s announced for UK
- Aging population presents threats and opportunities
-
- Figure 25: Actual and projected population (%) for NI, by age, 2017 and 2041
- Figure 26: Actual and projected population (%) for RoI, by age, 2017 and 2046
-
- Figure 27: Consumers who have drunk any sports drink, energy drink or energy shot in the last three months, by age group, NI and RoI, September 2019
-
- Figure 28: Example of energy drink targeted at 55+ consumers, Japan, September 2019
- Lack of energy felt by half of Irish consumers
-
- Figure 29: Consumers who have noticed they have a lack of energy, by age group, NI and RoI, June 2018
- Figure 30: average hours of sleep per night, by region, UK, 2018
- Continued competition from hot drinks
-
- Figure 31: Usage of tea and coffee at home or in the workplace in the last month, by age group, NI and RoI, June 2018
Companies and Brands – What You Need to Know
-
- Brands becoming more plastic-waste conscious
- Coca-Cola launches cola energy drink
- Natural energy sources gaining ground
Who’s Innovating?
-
- Lucozade Ribena Suntory leads the combined Sport and Energy drinks market
-
- Figure 32: Top 10 companies releasing new Sports and Energy drink product, UK and Ireland, 2014-19
- Brands seeking to blend vitamins and minerals into offering
-
- Figure 33: Claims analysis of new products launches in the sport and energy drink market, top 10, UK and Ireland, 2014 - 19
- Little diversification of flavour selection from brands
-
- Figure 34: Flavour analysis of new sports and energy drinks launched, Top 10, UK and Ireland, 2014-18
- Figure 35: Examples of flavour NPD in the UK and Irish energy drinks market, 2018
- Format extension from liquid into soluble tablets, powders and gels
-
- Figure 36: Examples of powder and gel format products in the UK and Irish energy drinks market, 2019
- Energy drinks seek to use naturally sourced recuperative methods
-
- Figure 37: New product launches for sports and energy drinks with natural claims, UK and Ireland, 2015-19
-
- Figure 38: Examples of natural NPD product in the UK and Irish energy drinks market, 2019
Company Profiles
-
- Britvic
- Key facts
- Product portfolio
- Brand NPD
-
- Figure 39: New product launch to the sports and energy drink market by Britvic, 2019
- Carabao
- Key facts
- Product portfolio
- Brand NPD
-
- Figure 40: New product launch to the sports and energy drink market by Carabao, 2019
- Recent developments
- Coca-Cola
- Key facts
- Product portfolio
- Brand NPD
-
- Figure 41: New product launch to the sports and energy drink market by Coca-Cola, 2019
- Recent developments
- Lucozade Ribena Suntory
- Key facts
- Product portfolio
- Brand NPD
-
- Figure 42: New product launch to the sports and energy drink market by Lucozade Ribena Suntory, 2019
- Recent developments
- No Carbs Company
- Key facts
- Product portfolio
- Brand NPD
-
- Figure 43: New product launch to the sports and energy drink market by No Carbs Company, 2019
- Protein Water
- Key facts
- Product portfolio
- Brand NPD
-
- Figure 44: New product launch to the sports and energy drink market by Protein Water, 2019
- PepsiCo
- www.pepsico.com/
- Key facts
- Product portfolio
- Brand NPD
-
- Figure 45: New product launch to the sports and energy drink market by Red Bull, 2019
- Recent developments
- Red Bull
- Key facts
- Product portfolio
- Brand NPD
-
- Figure 46: New product launch to the sports and energy drink market by Red Bull, 2019
- Tesco
- Key facts
- Product portfolio
- Brand NPD
-
- Figure 47: New product launch to the sports and energy drink market by Tesco, 2019
The Consumer – What You Need to Know
-
- Sports drinks used by half in 2019
- Half use standard compared to sugar-free/low sugar sports and energy drinks
- Exercise, long trips and nights out key usage occasions
- Exotic/tropical fruit flavours most desired flavour for sports and energy drinks
- Brain functionality and all-natural key interests
Frequency of Use of Sports and Energy Drinks
-
- Just under half of Irish consumers have drunk sports and energy drinks
-
- Figure 48: Types of sports and energy drinks drunk by consumers in the last three months, NI and RoI, September 2019
- Figure 49: Consumers who have not drunk sports or energy drinks in the last three months, by age group, NI and RoI, September 2019
- Sports drinks used longer into life
-
- Figure 50: Frequency that consumers have drunk sports drinks in the last three months, NI and RoI, September 2019
- Figure 51: Consumers who have drunk sports and energy drinks in the last three months, by age group, NI and RoI, September 2018
-
- Figure 52: Examples of launches positioned as aiding recovery in the UK energy drinks market, 2019
- A third have drunk energy drinks in the last three months
-
- Figure 53: Frequency that consumers have drunk energy drinks in the last three months, NI and RoI, September 2019
- Figure 54: Consumers who have drunk sports and energy drinks in the last three months, by gender, NI and RoI, September 2018
-
- Figure 55: Examples of launches positioned targeted at women in the UK energy drinks market, 2019
- Energy shots see lower usage
-
- Figure 56: Frequency that consumers have drunk energy shot drinks in the last three months, NI and RoI, September 2019
-
- Figure 57: Types of sports and energy drinks drunk by consumers in the last three months, by games console owners, NI and RoI, September 2019
-
- Figure 58: Examples of launches targeted at gamers in the energy drinks market, 2019
Types of Sports and Energy Drinks Used
-
- Standard variants show strongest usage
-
- Figure 59: Types of sports and energy drinks consumers have drunk in the last three months, NI and RoI, September 2019
- Women more likely to use sugar free options
-
- Figure 60: Types of sports and energy drinks consumers have drunk in the last three months, NI and RoI, September 2019
Sports and Energy Drink Occasions
-
- Exercise top reason for using sports drinks
-
- Figure 61: Occasions consumers have drunk sports drinks in the last three months, NI and RoI, September 2019
- Long distance travel key occasion among women
-
- Figure 62: Consumers who have drunk sports drinks during long-distance driving/travelling, by gender, NI and RoI, September 2019
-
- Figure 63: Consumers who personally own a car, by gender, December 2018
- Driving and a night out key occasions for energy drinks
-
- Figure 64: Occasions consumers have drunk energy drinks in the last three months, NI and RoI, September 2019
- One in five use energy drinks as part of a night out
-
- Figure 65: Types of white spirits drunk in the last six months, by method of consumption, NI and RoI, October 2017
Interest in Sports & Energy Drink Flavours
-
- Exotic/tropical fruit flavours most desired flavour for sports and energy drinks
-
- Figure 66: Flavours for sports and/or energy drinks that consumers would be interested in trying, NI and RoI, September 2019
- Exotic/tropical flavours
-
- Figure 67: Consumers who are interested in exotic/tropical flavours for sports and/ or energy drinks, by gender, NI and RoI, September 2019
- Figure 68: Examples of launched with tropical flavouring in the UK energy drinks market, 2019
- Irish consumers show strong desire for cola flavoured sports and energy drinks
-
- Figure 69: Consumers who are interested in cola flavours for sports and/or energy drinks, by gender, NI and RoI, September 2019
-
- Figure 70: Types of carbonated drinks that consumers have drunk in the last month, NI and RoI, September 2018
- Figure 71: Examples of launched with cola flavouring in the UK and Irish energy drinks market, 2019
Interest in Sports & Energy Health Innovation
-
- Brain-boosting drinks desired
-
- Figure 72: functional benefits consumers would be interested in trying for sports or energy drinks, NI and RoI, September 2019
-
- Figure 73: Examples of launches positioned as containing high protein in the UK energy drinks market, 2019
- Brain enhancing drinks appeal more as consumers age
-
- Figure 74: Consumers who would be interested in trying sports or energy drinks with brain function (eg memory enhancing) features, by age group, NI and RoI, September 2019
-
- Figure 75: Examples of launches positioned as aiding brain function in the UK energy drinks market, 2019
- Natural ingredients a key interest for RoI women and NI men
-
- Figure 76: Consumers who would be interested in trying sports or energy drinks with all-natural ingredients, by gender, NI and RoI, September 2019
-
- Figure 77: Examples of launches positioned as natural in the UK energy drinks market, 2019
- Four in 10 want no added sugar
-
- Figure 78: Consumers who would be interested in trying sports or energy drinks with no added sugar, by gender, NI and RoI, September 2019
-
- Figure 79: Sports and energy drinks, by serving size, sugar and caffeine, RoI, 2019
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Consumer research
- Data sources
- Market size rationale
- Abbreviations
Back to top