Sports and Energy Drinks - Europe - December 2010

The UK market is the largest in Europe for both sports and energy drinks; with sales estimated to reach £807 million and £241 million, respectively, in 2010. In the ‘big 5’, sales of energy drinks have continued to post healthy growth in recent years, while sports drinks have put on a more varied performance.

Recent product innovation has concentrated on the creation of additive- and preservative-free products that offer increasingly health-conscious consumers a more natural, non-artificial alternative. Suppliers are also making their drinks functional, for example, through the addition of vitamins and minerals. Functionality is set to remain the key line of product development in the near future, as manufacturers will need to be able to expand the current core consumer base of young consumers to older people in order to ensure future growth. Replacing the high caffeine content of many energy drinks with herbal formulations will also become an increasingly important area of development.

Table of contents

Issues in the Market
Key themes
Definition
Consumer research
Abbreviations
Market in Brief
Rule Britannia
Focus on additive- and preservative-free products
Functionality set to become increasingly important
Extending product appeal beyond young core consumer group
From isotonic to hypotonic
Packaging innovation
European Market Size and Forecast
Key points
Energy drinks
Figure 1: Energy drinks: Value in local currency, 2004-14
Figure 2: Energy drinks, by volume, 2004-14
Figure 3: Energy drinks, spend per capita (population), 2004-14
Sports drinks
Figure 4: Sports drinks, value in local currency, 2003-14
Figure 5: Sports drinks, by volume, 2003-14
Figure 6: Sports drinks, spend per capita (population), 2003-14
Market Segmentation
Key points
Energy drinks
France
Figure 7: France: Energy drinks: Market segmentation, by volume, 2009
Figure 8: France: Energy drinks: Market segmentation, by value, 2009
Germany
Figure 9: Germany: Energy drinks: Market segmentation, by volume, 2009
Figure 10: Germany: Energy drinks: Market segmentation, by value, 2009
Italy
Figure 11: Italy: Energy drinks: Market segmentation, by volume, 2009
Figure 12: Italy: Energy drinks: Market segmentation, by value, 2009
Spain
Figure 13: Spain: Energy drinks: Market segmentation, by volume, 2009
Figure 14: Spain: Energy drinks: Market segmentation, by value, 2009
UK
Figure 15: UK: Energy drinks: Market segmentation, by volume, 2009
Figure 16: UK: Energy drinks: Market segmentation, by value, 2009
Poland and Russia
Figure 17: Poland: Energy drinks: Market segmentation, by volume, 2009
Figure 18: Poland: Energy drinks: Market segmentation, by value, 2009
Figure 19: Russia: Energy drinks: Market segmentation, by volume, 2009
Figure 20: Russia: Energy drinks: Market segmentation, by value, 2009
Sports drinks
France
Figure 21: France: Sports drinks: Market segmentation, by volume, 2008
Figure 22: France: Sports drinks: Market segmentation, by value, 2008
Germany
Figure 23: Germany: Sports drinks: Market segmentation, by volume, 2009
Figure 24: Germany: Sports drinks: Market segmentation, by value, 2009
Italy
Figure 25: Italy: Sports drinks: Market segmentation, by volume, 2009
Figure 26: Italy: Sports drinks: Market segmentation, by value, 2009
Spain
Figure 27: Spain: Sports drinks: Market segmentation, by volume, 2006
Figure 28: Spain: Sports drinks: Market segmentation, by value, 2006
UK
Figure 29: UK: Sports drinks: Market segmentation, by volume, 2008
Figure 30: UK: Sports drinks: Market segmentation, by value, 2008
Companies and Product Innovation
Key points
Global region
Figure 31: Percentage of new product launches, by region, 2009
European region
Figure 32: Percentage of new product launches, by top ten European countries, 2009
Figure 33: Percentage of new product launches, by category, by the ‘Big 5’ countries, 2009
Figure 34: Percentage of new product launches, by top five claims, by the ‘Big 5’ European countries, 2009
France
Figure 35: Percentage of new product launches, France, January 2006-October 2010
Figure 36: Top five claims on new product development, France, January 2006-October 2010
Added vitamins and minerals
Energy shots
Organic products
Germany
Figure 37: Percentage of new product launches , Germany, January 2006-October 2010
Figure 38: Top five claims on new product development, Germany, January 2006-October 2010
Juicy drinks
Oxygen-enriched sports drink increases health and vitality
Packaging innovation in energy drinks
Italy
Figure 39: Percentage of new product launches, Italy, January 2006-October 2010
Figure 40: Top five claims on new product development, Italy, January 2006-October 2010
Non-artificial beverages
Events inspiration
Avoiding sugar
Organic options
Spain
Figure 41: Percentage of new product launches , Spain, January 2006-October 2010
Figure 42: Top five claims on new product development, Spain, January 2006-October 2010
More natural products
Fighting fatigue
Soccorade
Multipacks
UK
Figure 43: Percentage of new product launches, UK, January 2006-October 2010
Figure 44: Top five claims on new product development, UK, January 2006-October 2010
Keeping it real
A boost for busy people
Convenient packaging
Scientific shots
The Consumer
Key points
France
Figure 45: Trends in drinking energy drinks, France, 2005-09
Figure 46: Trends in frequency of drinking energy drinks, France, 2005-09
Figure 47: Trends in size/type of energy drinks drink most often, France, 2007-09
Figure 48: Trends in flavours of energy drinks drink most often, France, 2007-09
Figure 49: Trends in types of energy drinks drink most often, France, 2005-09
Germany
Figure 50: Trends in drinking energy drinks, Germany, 2005-09
Figure 51: Trends in frequency of drinking energy drinks, Germany, 2005-09
Figure 52: Trends in size/type of energy drinks drink most often, Germany, 2007-09
Figure 53: Trends in flavours of energy drinks drink most often, Germany, 2007-09
Figure 54: Trends in types of energy drinks drink most often, Germany, 2005-09
Great Britain
Figure 55: Trends in drinking energy drinks, GB, 2005-09
Figure 56: Trends in frequency of drinking energy drinks, GB, 2005-09
Figure 57: Trends in size/type of energy drinks drink most often, GB, 2007-09
Figure 58: Trends in flavours of energy drinks drink most often, GB, 2007-09
Figure 59: Trends in types of energy drinks drink most often, GB, 2005-09
Spain
Figure 60: Trends in drinking energy drinks, Spain, 2005-09
Figure 61: Trends in frequency of drinking energy drinks, Spain, 2005-09
Figure 62: Trends in size/type of energy drinks drink most often, Spain, 2007-09
Figure 63: Trends in flavours of energy drinks drink most often, Spain, 2005-09
Figure 64: Trends in types of energy drinks drink most often, Spain, 2005-09
Consumer attitudes
Figure 65: Trends in agreement with selected lifestyle statements, France, 2005-09
Figure 66: Trends in agreement with selected lifestyle statements, Germany, 2005-09
Figure 67: Trends in agreement with selected lifestyle statements, GB, 2005-09
Figure 68: Trends in agreement with selected lifestyle statements, Spain, 2005-09
Appendix – Demographic Data
Figure 69: Frequency of use of energy drinks, by demographics, France, 2009
Figure 70: Frequency of use of energy drinks, by demographics, Germany, 2009
Figure 71: Frequency of use of energy drinks, by demographics, GB, 2009
Figure 72: Frequency of use of energy drinks, by demographics, Spain, 2009
Figure 73: Agreement with selected lifestyle statements, by demographics, France, 2009
Figure 74: Agreement with selected lifestyle statements, by demographics, Germany, 2009
Figure 75: Agreement with selected lifestyle statements, by demographics, GB, 2009
Figure 76: Agreement with selected lifestyle statements, by demographics, Spain, 2009
Appendix – Market Size and Forecast Data
Figure 77: Energy drinks: Value in local currency, 2004-14
Figure 78: Energy drinks, by volume, 2004-14
Figure 79: Energy drinks: Spend per capita (population), 2004-14
Figure 80: Sports drinks: Value in local currency, 2003-14
Figure 81: Sports drinks, by volume, 2003-14
Figure 82: Sports drinks: Spend per capita (population), 2003-14

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Related research categories

By sector: Sports (in Soft drinks), Energy (in Soft drinks), General drinks

By market: Europe