UK Sports and Energy Drinks Trend, Share, Growth and Research 2014

Brands in this market need to find new ways of convincing users of the safety and efficacy of their drinks. At the same time, it is necessary for them to identify new angles to engage prospective consumers. Drinks made from natural ingredients show strong potential with more than seven in 10 people showing interest.

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Table of Content

Introduction

Definition
Abbreviations

Executive Summary

The market
Figure 1: Market size and forecast for the UK sports and energy drinks market, by value, 2009-19
Market drivers
The ageing population and falling number of 20-24s pose threats
Rising sports participation should benefit sports drinks
Concerns over caffeine safety is mounting
The risk of a potential ‘sugar tax’
Companies, brands and innovation
Lucozade and Red Bull remain market leaders
Figure 2: Leading brands’ shares in the UK take-home sports drinks market, by value, 2013/14*
Figure 3: Leading brands’ shares in the UK energy drinks market, by value, 2013/14*
The sports and energy drink market continues to enjoy dynamic product innovation
Naturalness resonates with consumers
Aluminium can become the norm in energy drinks launches
The consumer
Three fifths of people drink sports drinks
Figure 4: Usage of sports and energy drinks, March 2014
Drinking at home is the most popular occasion
Figure 5: Occasions for usage of sports and energy drinks, March 2014
Natural ingredients spark the most interest
Figure 6: Interest in emerging or new sports and energy drink concepts, March 2014
Convincing consumers of the effectiveness of sports drinks is imperative
Figure 7: Attitudes towards sports drinks, March 2014
Clearer information on the ingredients of energy drinks is needed
Figure 8: Attitudes towards energy drinks, March 2014
What we think

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Issues and Insights

All-natural drinks look well-placed to resonate in both sports and energy drinks
The facts
The implications
High protein positioning can help sports drink brands encourage consumers to trade up
The facts
The implications
Clearer information and dilutable products offer ways to tackle consumers’ concerns over safety of energy drinks
The facts
The implications

Trend Application

Make it Mine
Factory Fear
Mintel Future: Brand Intervention

Market Drivers

Key points
The ageing population and falling number of 20-24s pose threats
Figure 9: Projected trends in the age structure of the UK population, 2014-19
Ageing population: the challenges and opportunities for sports and energy drinks
25-34s becomes the key growth engine
The growth in 10-14s will provide another boost to key users post-2019
Rising sports participation boosts consumers’ sports drinks spending
Figure 10: Participation in moderate intensity sport, at least one 30-minute session per week, England 2005/06-2012/13*
Figure 11: Consumer expenditure on participation in sports, 2008-18
Regulation on caffeine tightens
EFSA reviews safety of caffeine
FSA required high caffeine content to be labelled
Media coverage highlights caffeine bans by schools and age restrictions
The risk of a potential ‘sugar tax’
Various bodies raise concerns over sugar intake
Sports and energy drink brands look to reduce sugar

Strengths and Weaknesses

Strengths
Weaknesses

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