Sports and Energy Drinks - UK - August 2017

Sports and Energy Drinks - UK - August 2017

Aug 2017 Mintel N/AN/A Price :
$ 2584
Consumers show real interest in fortified water products that offer sports and energy benefits, and in health drinks from brands already active in these markets. This interest suggests areas for operators to explore in order to build relevance among a wider audience, and as well as offering opportunities in the post-soft drinks levy operating environment.
Table of contents

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Sports drinks decline continues in 2017
Figure 1: UK value sales of sports drinks, 2012-22
Energy drinks growth slows further in 2017
Figure 2: UK value sales of energy drinks, 2012-22
Upcoming soft drinks industry levy sparks low-sugar NPD
No uptick in overall exercise
Income squeeze
Companies and brands
Lucozade Sport bucks downward trend in sports drinks
Lucozade and Monster helped by sugar-free NPD
Figure 3: UK retail value sales of leading brands in energy drinks, 2015/16 and 2016/17
L/N/R sugar claims continue to rise
Water drinks attract NPD
Adspend leaps ahead thanks to newcomer Carabao
Lucozade Energy enjoys the strongest brand image
The consumer
Sports and energy drinks usage is low and infrequent
Figure 4: Frequency of drinking sports and energy drinks, May 2017
Usage of light variants on a par with standard ones
Figure 5: Usage of sports and energy drinks, by type, May 2017
Sports and energy drinks are widely seen as more sugary than CSDs
Figure 6: Perceptions of sports and energy drinks sugar content, May 2017
Fortified water offering sports and energy benefits would appeal
Figure 7: Attitudes and behaviours related to sports and energy drinks, May 2017
Sports and energy drinks are sought for the same needs
Figure 8: Functional benefits that would appeal in sports and energy drinks, May 2017
A widespread perception that you do not need energy drinks if you look after yourself
Figure 9: Attitudes towards sports and energy drinks, May 2017
Sports and energy drinks lack associations with mainstream activities
Figure 10: Activities associated with sports and energy drinks, May 2017
What we think
ISSUES AND INSIGHTS
Fortified water with sports and energy benefits would appeal
The facts
The implications
Potential for sports drinks brands to move into health drinks
The facts
The implications
Caffeine and sugar misperceptions hold back energy drinks
The facts
The implications
THE MARKET WHAT YOU NEED TO KNOW
Sports drinks decline continues in 2017
Rising inflation to prop up value sales while volumes fall
Energy drinks growth slows further in 2017
Outlook depends on market retaining users and addressing concerns
Upcoming soft drinks industry levy sparks low-sugar NPD
No uptick in overall exercise
Income squeeze
MARKET SEGMENTATION AND FORECAST
Total market value set to grow by a fifth over the next five years
Figure 11: UK volume and value sales of sports and energy drinks, 2012-22
Figure 12: UK value sales of sports and energy drinks, 2012-22
Sports drinks decline continues in 2017
Figure 13: UK volume and value sales of sports drinks, 2012-22
Rising inflation to prop up value sales while volumes fall
Figure 14: UK value sales of sports drinks, 2012-22
Energy drinks growth slows further in 2017
Figure 15: UK volume and value sales of energy drinks, 2012-22
Outlook depends on market retaining users and addressing concerns
Figure 16: UK value sales of energy drinks, 2012-22
Forecast methodology
MARKET DRIVERS
Upcoming soft drinks industry levy sparks low-sugar NPD
Soft drinks sugar levy due in 2018
Announcement fuels uptick in low-sugar NPD
Sugar is consumers top health foe
Income squeeze
Ageing population
Figure 17: Change in UK population by age group, 2012-17 and 2017-22
No uptick in overall exercise
Negative publicity around energy drinks
Research suggests mixing energy drinks with alcohol fuels risky behaviour
Calls for ban on sale to under-16s
COMPANIES AND BRANDS WHAT YOU NEED TO KNOW
Lucozade Sport bucks downward trend in sports drinks
Lucozade and Monster helped by sugar-free NPD
L/N/R sugar claims continue to rise
Water drinks attract NPD
Adspend leaps ahead thanks to newcomer Carabao
MARKET SHARE
Lucozade Sport bucks downward trend in sports drinks
Figure 18: UK retail sales of leading brands in sports drinks, by value and volume, 2015/16 and 2016/17
Three brands dominate energy drinks
Lucozade remains the top player, helped by sugar-free NPD
Red Bull retains second position
Zero-sugar Ultra range supports Monsters impressive growth
Figure 19: UK retail sales of leading brands in energy drinks, by value and volume, 2015/16 and 2016/17
LAUNCH ACTIVITY AND INNOVATION
Energy drinks continue to dominate NPD
Figure 20: Share of new product launches within the UK sports and energy drinks market by sub-category, 2013-17
Lucozade Sport redesigns packaging and moves into water
Packaging redesign aims to support brand repositioning
Lucozade Sport launches Fitwater to win over new users
Lucozade Energy extends Zero and cuts sugar in core range
Red Bull promotes its event tie-ups on pack
Rockstar extends its zero-sugar offering with Revolt sub-brand
Monster launches a non-carbonated variant and highlights tie-ups
L/N/R sugar claims continue to rise
Figure 21: New product launches in the UK sports and energy drinks market, by claim, 2013-17*
Water drinks target sugar concerns
No additives or preservatives claims pick up in first half of 2017
ADVERTISING AND MARKETING ACTIVITY
Red Bull and Lucozade dominate spending
Figure 22: Total above-the-line, online display and direct mail advertising expenditure on sports and energy drinks by the leading operators, 2013-17
Carabao supports its market entry with high spend
Lucozade Sport looks to reposition with Made to Move campaign
Interactive push looks to encourage exercise
Lucozade Energy continues with Find Your Flow proposition
Red Bull targets Christmas rush
Monster partners with Lewis Hamilton for new variant
Rockstar teams up with Baywatch movie
Nielsen Ad Intel coverage
BRAND RESEARCH
What you need to know
Brand map
Figure 23: Attitudes towards and usage of selected brands, June 2017
Key brand metrics
Figure 24: Key metrics for selected brands, June 2017
Lucozade brands lead on trust
Figure 25: Attitudes, by brand, June 2017
Red Bull stands out as vibrant and fun
Figure 26: Brand personality Macro image, June 2017
Lucozade brands enjoy strongest image as refreshing
Figure 27: Brand personality Micro image, June 2017
Brand analysis
Lucozade Energy excels on high quality and reputation
Figure 28: User profile of Lucozade Energy, June 2017
Lucozade Sport shares a similar image to Lucozade Energy
Figure 29: User profile of Lucozade Sport, June 2017
Monster is a divisive brand
Figure 30: User profile of Monster, June 2017
Red Bull is fun and vibrant
Figure 31: User profile of Red Bull, June 2017
Rockstar struggles with awareness
Figure 32: User profile of Rockstar, June 2017
THE CONSUMER WHAT YOU NEED TO KNOW
Sports and energy drinks usage is low and rare
Usage peaks among young men and urban dwellers
Usage of light variants on a par with standard ones
Sports and energy drinks are widely seen as more sugary than CSDs
Fortified water offering sports and energy benefits would appeal
Sports and energy drinks are sought for the same needs
40% think that energy drinks are not needed if you look after yourself
Caffeine is a source of concern
Sports and energy drinks lack associations with mainstream activities
SPORT AND ENERGY DRINKS USAGE
Sports and energy drinks usage is low and rare
Figure 33: Frequency of drinking sports and energy drinks, May 2017
Usage peaks among young men and urbanites
Sports drinks uptake echoes sports participation
Energy drinks most popular among groups pressed for time
The surprising usage patterns Women and household finances
TYPES OF SPORTS AND ENERGY DRINKS USED
Usage of light variants on a par with standard ones
A strong case for retaining sugary variants
Figure 34: Usage of sports and energy drinks, by type, May 2017
Light sports drinks are most popular with frequent users
PERCEPTIONS OF SPORTS AND ENERGY DRINKS SUGAR CONTENT
Sports and energy drinks are widely seen as more sugary than CSDs
Figure 35: Sugar content of leading sports and energy drinks and CSDs, August 2017
Misconceptions are rife among users
Figure 36: Perceptions of sports and energy drinks sugar content, May 2017
Case for more visibility of sugar content on-pack
ATTITUDES AND BEHAVIOURS RELATED TO SPORTS AND ENERGY DRINKS
Fortified water offering sports and energy benefits would appeal
A wide array of products embrace the functional water label
High interest in sports and energy waters, but sparse availability
Water products look well-placed to appeal beyond core users
Figure 37: Attitudes and behaviours related to sports and energy drinks, May 2017
High interest in health drinks from sports and energy drink brands
Caffeine claims veto boosts need for fortification
Health drink positioning welcomed by most sports and energy drink users
High demand for energy drinks with no artificial ingredients
FUNCTIONAL BENEFITS THAT APPEAL IN SPORTS AND ENERGY DRINKS
Sports and energy drinks are sought for the same needs
Hydration and tiredness take the lead
Tiredness and stress are the nations top health concerns
Figure 38: Functional benefits that would appeal in sports and energy drinks, May 2017
Support for immune system ties with mental and exercise performance among users
Figure 39: Functional benefits that would appeal in sports and energy drinks, among current users, May 2017
ATTITUDES TOWARDS SPORTS AND ENERGY DRINKS
Energy drinks are associated with not looking after oneself
Challenge remains to drive associations with everyday peak performance
Figure 40: Attitudes towards sports and energy drinks, May 2017
Caffeine is a source of concern
Most energy drinks undercut EFSA limit for safe caffeine dose
Half of energy drink users worry about caffeine intake
Low trust in the efficacy and healthiness of sports drinks
Only a third of users see sports drinks as healthy
Half of users think sports drinks help you get the most out of exercise
ACTIVITIES ASSOCIATED WITH SPORTS AND ENERGY DRINKS
Sports and energy drinks lack associations with mainstream activities
Both drinks main association are with extreme and endurance sport
Links with mainstream activities are needed to build wider relevance
Figure 41: Activities associated with sports and energy drinks, May 2017
Users see greater differentiation between products
Energy drinks enjoy stronger everyday associations among users
Sports drinks retain a strong all-round image even among users
Figure 42: Activities associated with sports and energy drinks, by users, May 2017
APPENDIX DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
APPENDIX MARKET SIZE AND FORECAST
Total
Figure 43: UK volume sales of sports and energy drinks, 2012-22
Figure 44: Best- and worst-case forecast of UK value sales of sports and energy drinks, 2017-22
Figure 45: Best- and worst-case forecast of UK volume sales of sports and energy drinks, 2017-22
Sports drinks
Figure 46: UK volume sales of sports drinks, 2012-22
Figure 47: Best- and worst-case forecast of UK value sales of sports drinks, 2017-22
Figure 48: Best- and worst-case forecast of UK volume sales of sports drinks, 2017-22
Energy drinks
Figure 49: UK volume sales of energy drinks, 2012-22
Figure 50: Best- and worst-case forecast of UK value sales of energy drinks, 2017-22
Figure 51: Best- and worst-case forecast of UK volume sales of energy drinks, 2017-22
Forecast methodology
APPENDIX MARKET SHARE
Figure 52: UK retail sales of sports drinks, by leading distributors, by value and volume, 2015/16 and 2016/17
Figure 53: UK retail sales of energy drinks, by leading distributors, by value and volume, 2015/16 and 2016/17

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