Table of Contents
Executive Summary
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- The market
- Sales grow in 2018 despite SDIL
- Volumes expected to edge upwards
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- Figure 1: Forecast of UK value sales of sports and energy drinks, 2014-24
- Energy drinks sales robust, heatwave reverses decline for sports drinks
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- Figure 2: UK value sales of sports and energy drinks, by segment, 2017-19
- ‘Sugar Tax’ comes into force
- Proposed under-16s energy drink ban a threat
- Companies and brands
- Red Bull overtakes Lucozade Energy
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- Figure 3: Leading brands’ value sales in the UK retail energy drinks market, 2016/17-2018/19
- Lucozade Sport continues to dominate in sports drinks
- Sugar-related claims rise in launches
- Competition picks up in natural variants
- Coca-Cola and Irn-Bru move into energy drinks
- Advertising spend hits four-year high
- Lucozade leads on trust, quality and as refreshing
- The consumer
- The young and men are key users
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- Figure 4: Frequency of drinking sports drinks, energy drinks and energy shots, May 2019
- Diet variants have a lead in energy drinks
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- Figure 5: Types of sports and energy drinks drunk, May 2019
- Exercise is key driver of usage
- Usage occasions are diverse
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- Figure 6: When sports and energy drinks are drunk, May 2019
- Uptake limited by competition from other drinks
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- Figure 7: Reasons for not drinking sports drinks, May 2019
- Sugar content is a concern
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- Figure 8: Reasons for not drinking energy drinks, May 2019
- High level of interest in flavour among users
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- Figure 9: Interest in flavour types in sports and energy drinks, May 2019
- No added sugar and all-natural ingredients attract sizeable interest
- Scope for further innovation around brain function claims
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- Figure 10: Interest in ingredients and benefits in sports and energy drinks, May 2019
- Brand loyalty is high
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- Figure 11: Behaviours relating to sports and energy drinks, May 2019
- Many sports and energy drinks users see sugar as a necessary ingredient
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- Figure 12: Attitudes towards sports and energy drinks, May 2019
- What we think
Issues and Insights
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- Perceptions of sugar as both a barrier and a necessary ingredient dictate a balanced approach
- The facts
- The implications
- Interest in ingredient information and all-natural claim highlights scope to tackle artificial image
- The facts
- The implications
- Opportunity to tap buzz around gut health and brain function support
- The facts
- The implications
The Market – What You Need to Know
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- Sales grow in 2018 despite SDIL
- Volumes expected to edge upwards
- Energy drinks sales robust, heatwave reverses decline for sports drinks
- ‘Sugar Tax’ comes into force
- Proposed under-16s energy drink ban a threat
Market Size and Forecast
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- Sales appear undented by SDIL
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- Figure 13: UK value and volume sales of sports and energy drinks, at current and constant prices, 2014-24
- The future
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- Figure 14: Forecast of UK value sales of sports and energy drinks, 2014-24
- Figure 15: Forecast of UK volume sales of sports and energy drinks, 2014-24
- Forecast methodology
Market Segmentation
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- Energy drinks enjoy growth
- Impact of SDIL and voluntary ban masked by heatwave
- Sports drinks return to growth
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- Figure 16: Total UK value and volume sales of sports and energy drinks, by segment, 2017-19
Market Drivers
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- Spotlight on sugar continues in fight against obesity
- Soft Drinks Industry Levy comes into force
- Category ramps up L/N/R sugar activity
- Under-16s energy drink ban remains on the cards
- Reports give energy drinks some reprieve
- Ageing population
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- Figure 17: Trends in the age structure of the UK population, 2014-19 and 2019-24
- No changes in overall exercise levels
- Tiredness is endemic
- Summer heatwave boosts 2018 soft drinks sales
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- Figure 18: Total hours of sunshine in the UK, by month, 2013-18
- Plastic waste is in the spotlight
- Government considers bottle return scheme and plastic packaging tax
- Threat from public water refill points
Companies and Brands – What You Need to Know
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- Red Bull overtakes Lucozade Energy
- Lucozade Sport continues to dominate in sports drinks
- Sugar-related claims rise in launches
- Competition picks up in natural variants
- Coca-Cola and Irn-Bru move into energy drinks
- Advertising spend hits four-year high
- Lucozade leads on trust, quality and as refreshing
Market Share
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- Red Bull claims energy drinks crown
- Reformulation sees Lucozade Energy’s sales dip
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- Figure 19: Leading brands’ sales and shares in the UK retail energy drinks market, 2016/17-2018/19
- Monster continues to grow share
- Medium-sized brands lose out
- Natural energy brand Purdey’s posts strong growth
- Lucozade Sport continues to dominate in sports drinks
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- Figure 20: Leading brands’ sales and shares in the UK retail sports drinks market, 2016/17-2018/19
Launch Activity and Innovation
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- Energy drinks’ share of soft drinks launches rise
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- Figure 21: New sports and energy drinks product launches, as a share of total soft drinks launches, 2015-19
- Sugar-related claims rise
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- Figure 22: Share of new product launches in the sports and energy drinks market making a sugar-related claim, 2015-19
- Competition picks up in natural variants
- Brands look to green coffee for ‘natural energy’ positioning
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- Figure 23: Examples of launches positioned as natural in the UK energy drinks market, 2018 and 2019
- Guayusa enters the UK energy drinks market
- Sports drinks look to coconut water and seawater for natural formulation
- Energy drink brands target new usage occasions
- Rockstar targets mornings
- Monster enters RTD coffee
- Red Bull moves into CSDs
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- Figure 24: Examples of energy drink brands launching new products targeted at new usage occasions, 2018 and 2019
- Coca-Cola and Irn-Bru move into energy drinks
- Radnor launches energy water
- Coca-Cola brings Aquarius to the UK
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- Figure 25: New products from Coca-Cola in the UK sports and energy drinks market, 2019
- Brands continue to engage fans with flavour extensions
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- Figure 26: Examples of flavour NPD in the UK energy drinks market, 2018 and 2019
- Lucozade Sport trials edible pods
Start-ups and Disruptors Case Study – Unrooted Fresh Energy
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- Company overview
- What is it?
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- Figure 27: Sample of Unrooted Product, July 2019
- Founder’s story
- Sources of funding and support
- Mintel analyst view
- Mintel Trends
- Why it could succeed
- Why it could fail
- The verdict
- Purchase Intelligence
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- Figure 28: Perception of Unrooted Energy Drinks compared to energy drinks with similar natural claims, April 2018-July 2019
- Product details
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- Figure 29: Examples of Unrooted product listing, 2019
- Figure 30: Examples of Unrooted Launches, 2019
- Stockists
- Media profile
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- Figure 31: Social media figures for Unrooted, July 2019
Start-ups and Disruptors Case Study – Matcha Works
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- Company overview
- What is it?
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- Figure 32: Example of Matcha Works product, December 2018
- Company mission statement
- Founders’ story
- Sources of funding and support
- Mintel analyst view
- Mintel Trends
- Why it could succeed
- Why it could fail
- The verdict
- Purchase Intelligence
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- Figure 33: Perception of Matcha Works’ drinks compared to selected energy drinks with similar natural claims, April 2018-July 2019
- Product details
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- Figure 34: Sample of Matcha Works product listing, 2018-19
- Figure 35: Samples of Matcha Works Launches, 2018-19
- Stockists
- Media profile
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- Figure 36: Social media figures for Matcha Works, July 2019
Advertising and Marketing Activity
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- Adspend hits four-year high
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- Figure 37: Total above-the-line, online display and direct mail advertising expenditure on sports and energy drinks, 2015-19
- Lucozade Sport teams with Anthony Joshua to get Brits moving…
- …and support flavour NPD
- Lucozade Sport extends England football sponsorship to Lionesses
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- Figure 38: Total above-the-line, online display and direct mail advertising expenditure on sports and energy drinks, by top six advertisers (sorted by 2018), 2015-19
- Lucozade Energy rekindles partnership with Tomb Raider…
- …retells the story of David and Goliath…
- …and shifts focus from physical to positive energy
- Lucozade Zero links with Love Island
- Red Bull continues to run humorous animated ads…
- …and opens eSport venue in London
- Red Bull aims to reinforce sport relevance with Red Bull Project Pro campaign
- Carabao aims to give busy Brits an energy boost…
- …and continues link with English football
- Boost showcases “eclectic mix” of sport and leisure occasions…
- …and links with Tinder for Valentine’s Day
- Natural energy brands ramp up activity
- Tenzing launches first above-the-line campaign
- Purdey’s launches TV advert
- Monster Energy renews partnership with Call of Duty: Black Ops
- Rockstar links with Destiny 2: Forsaken and Creed II
- New entrant Coca-Cola Energy supported by heavyweight campaign
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 39: Attitudes towards and usage of selected brands, June 2019
- Key brand metrics
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- Figure 40: Key metrics for selected brands, June 2019
- Brand attitudes: Lucozade leads on trust and quality perceptions
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- Figure 41: Attitudes, by brand, June 2019
- Brand personality: Fun is a central trait for the segment
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- Figure 42: Brand personality – macro image, June 2019
- Lucozade seen as most traditional, authentic and refreshing
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- Figure 43: Brand personality – micro image, June 2019
- Brand analysis
- Lucozade sets the benchmark high for its competitors
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- Figure 44: User profile of Lucozade, June 2019
- Monster has a weaker image and is more divisive
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- Figure 45: User profile of Monster, June 2019
- Carabao has sizeable awareness despite short time on the market
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- Figure 46: User profile of Carabao, June 2019
- Rockstar’s image impaired by low awareness
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- Figure 47: User profile of Rockstar, June 2019
- Red Bull lead on fun and cool, but is also seen as overrated
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- Figure 48: User profile of Red Bull, June 2019
The Consumer – What You Need to Know
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- The young and men are key users
- Diet variants have a lead in energy drinks
- Exercise is key driver of usage
- Usage occasions are diverse
- Uptake limited by competition from other drinks
- Sugar content is a concern
- High level of interest in flavour among users
- No added sugar and all-natural ingredients attract sizeable interest
- Scope for further innovation around brain function claims
- Brand loyalty is high
- Many sports and energy drinks users see sugar as a necessary ingredient
Usage of Sports and Energy Drinks
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- Category used by two in five adults
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- Figure 49: Frequency of drinking sports drinks, energy drinks and energy shots, May 2019
- The young and men are key user groups
- Usage also higher among urbanites, affluent and parents
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- Figure 50: Frequency of drinking sports drinks, energy drinks and energy shots, by age and gender, May 2019
- Diet variants has a lead in energy drinks
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- Figure 51: Types of sports and energy drinks drunk, May 2019
Occasions for Drinking Sports and Energy Drinks
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- Exercise is key driver of usage
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- Figure 52: When sports and energy drinks are drunk, May 2019
- Usage occasions are diverse
- Men have the widest repertoires
- Gaming is when three in 10 young men reach for sports or energy drinks
- Higher usage among Twitch users
- Marked growth potential in linking with gaming
- Scope for further NPD targeting gamers
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- Figure 53: Mtn Dew Amp Game Fuel energy drink range, USA, 2019
Barriers to Drinking Sports and Energy Drinks
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- Sports drinks need to demonstrate tangible benefits
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- Figure 54: Reasons for not drinking sports drinks, May 2019
- Competition from coffee and tea curb usage of energy drinks
- Energy drinks look to target morning occasions
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- Figure 55: Reasons for not drinking energy drinks, May 2019
- Sugar content is a concern
- Artificial image prevails
- An all-natural positioning can attract non-users
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- Figure 56: Purchase intent towards all-natural energy drinks in comparison to all UK energy drinks, by category purchase and usage habits, April 2018-May 2019
- Category blurring creates competition
Interest in Sports and Energy Drinks Flavours
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- High level of interest in flavours among users
- Exotic/tropical fruits attracts most interest
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- Figure 57: Interest in flavour types in sports and energy drinks, May 2019
- Scope for cross-over into coffee and tea
- RTD coffee and coffee flavours hold potential
- Tea extracts are gaining prominence in energy drinks
- Herbs and spices can offer functional connotations
- Beyond ginger, opportunities for turmeric and chilli
Interest in Sports and Energy Drinks Concepts
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- No added sugar and all-natural ingredients attract sizeable interest
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- Figure 58: Interest in ingredients and benefits in sports and energy drinks, May 2019
- Gut health support appeals widely
- Inspiration for delivering digestive claims can be found outside the category with fibre
- Spotlight on ‘good bacteria’ can work in favour of fermented drinks
- Scope for further innovation around brain function claims
- Interest in brain function signals opportunity for nootropics
Sports and Energy Drinks Behaviours
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- Brand loyalty is high
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- Figure 59: Behaviours relating to sports and energy drinks, May 2019
- Educating people on the role of ingredients can drive engagement
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- Figure 60: Examples of ingredient transparency in UK energy drinks, 2019
- Energy drinks are seen to carry social stigma by some
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- Figure 61: Agreement with behaviours relating to sports and energy drinks, by usage of sports and energy drinks, May 2019
Attitudes towards Sports and Energy Drinks
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- One in three see sugar as needed in sports and energy drinks
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- Figure 62: Attitudes towards sports and energy drinks, May 2019
- Opportunity for wellness drinks with an energy proposition tailored to under-16s
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- Figure 63: Agreement with attitudes towards sports and energy drinks, by usage of sports and energy drinks, May 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 64: Total UK value sales of cordials and squashes, best- and worst-case forecast, 2019-24
- Figure 65: Total UK value sales of cordials and squashes, best- and worst-case forecast, 2019-24
Appendix – Market Share
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- Figure 66: Leading distributors’ sales and shares in the UK retail energy drinks market, 2016/17-2018/19
- Figure 67: Leading distributors’ sales and shares in the UK retail sports drinks market, 2016/17-2018/19
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Appendix – Launch Activity and Innovation
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- Figure 68: Share of new product launches in the UK sports and energy drinks market, by sub-category, 2015-19
- Figure 69: Share of new product launches in the UK sports and energy drinks market, by primary packaging material, 2015-19
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- Figure 70: Share of new product launches in the UK sports and energy drinks market, by branded and private label, 2015-19
- Figure 71: Share of new product launches in the UK sports and energy drinks market, by top 10 companies (sorted by 2018), 2015-19
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- Figure 72: Share of new product launches in the UK sports and energy drinks market, by top 15 claims (sorted by 2018), 2015-19
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