Sports and Energy Drinks - Europe
Report description
As a result of the economic recession, consumers are placing increasing importance on value for money, with many looking for special offers and the lowest possible prices when doing their household shopping.
Some key questions answered in the report include:
There is continued overall growth regardless of the economic recession. What characterises this strength, and how can growth be maintained?
In spite of an expanding range of sugar-free alternatives, regular varieties continue to generate the bulk of energy drinks sales, while sports drinks are dominated by ready-to-drink products. How can functional products be promoted to add value to the market?
Sales and product innovation are led by big multinational suppliers and their flagship brands, with Coca-Cola, PepsiCo and Red Bull in the lead. Are there opportunities for smaller and new companies to succeed in the market?
Consumers' growing health-consciousness has resulted in more products being labelled additive/preservative-free and low/no/reduced sugar and calorie. How can manufacturers add more function to GNPD?
Energy drinks depend strongly on a male-oriented core consumer base of under-35s, with 15-19-year-olds recording a particularly high level of product take-up and frequency of use. Can energy drinks be promoted specifically to older age groups? Or is this sector simply not worthwhile investing in?
Economic austerity makes consumers more price-conscious with an increased focus on value for money. Can sports drinks and energy drinks maintain value growth in light of continued economic hardship?
Table of contents
INTRODUCTIONKey points
Definition
Consumer research
Abbreviations
EXECUTIVE SUMMARY
The market
The UK is top for energy drinks while Germany leads sports drinks
Figure 1: Sports and energy drinks: Value in €m (£m for the UK), 2006-15
Regular varieties and RTD products account for the majority share
Strength and weaknesses in brief
Strengths
Weaknesses
Companies, brands and innovation
Big multinationals lead
Figure 2: New product activity in sports and energy drinks, % share by company, France, 12 months to
October 2011
Innovation focused on functionality
Figure 3: New product activity in sports and energy drinks, % share by leading claims, by European region,
12 months to October 2011
Improving health credentials
The consumer
A youthful, male-oriented core consumer group
Figure 4: Frequency of drinking energy drinks in the last 12 months, by country, 2010
Increased price-consciousness
EUROPEAN MARKET SIZE AND FORECAST
Key points
ENERGY DRINKS
The Big 5
Volume
Figure 5: Energy drinks: Volume, 2004-15
Value
Figure 6: Energy drinks: Value in local currency, 2004-15
Spend per capita
Figure 7: Energy drinks: Spend per capita (population), 2004-15
Other European countries
Volume
Figure 8: Energy drinks: Volume, 2004-15
Figure 9: Energy drinks: Volume, 2004-15 (continued)
Value
Figure 10: Energy drinks: Value in €, 2004-15
Figure 11: Energy drinks: Value in €, 2004-15 (continued)
Spend per capita
Figure 12: Energy drinks: Spend per capita (population), 2004-15
Figure 13: Energy drinks: Spend per capita (population), 2004-15 (continued)
SPORTS DRINKS
Volume
Figure 14: Sports drinks: Volume, 2004-15
Value
Figure 15: Sports drinks: Value in local currency, 2004-15
Consumption per capita
Figure 16: Sports drinks: Spend per capita (population), 2004-15
MARKET SEGMENTATION
Key points
THE BIG 5
France
Figure 17: France - Energy drinks: Market segmentation, by volume (m litres) and value (€m), 2010
Figure 18: France - Energy drinks: Market segmentation, by value (€m), 2010
Figure 19: France - Sports drinks: Market segmentation, by volume (m litres), 2008-10
Figure 20: France - Sports drinks: Market segmentation, by value (€m), 2008-10
Germany
Figure 21: Germany - Energy drinks: Market segmentation, by volume (m litres), 2009-10
Figure 22: Germany - Energy drinks: Market segmentation, by value (€m), 2008-10
Figure 23: Germany - Sports drinks: Market segmentation, by volume (m litres), 2010
Figure 24: Germany - Sports drinks: Market segmentation, by value (€m), 2010
Italy
Figure 25: Italy - Energy drinks: Market segmentation, by volume (m litres), 2010
Figure 26: Italy - Energy drinks: Market segmentation, by value (€m), 2010
Figure 27: Italy - Sports drinks: Market segmentation, by volume (m litres), 2008-10
Figure 28: Italy - Sports drinks: Market segmentation, by value (€m), 2008-10
Spain
Figure 29: Spain - Energy drinks: Market segmentation, by volume (m litres), 2010
Figure 30: Spain - Energy drinks: Market segmentation, by value (€m), 2010
Figure 31: Spain - Sports drinks: Market segmentation, by volume (m litres), 2008-10
Figure 32: Spain - Sports drinks: Market segmentation, by value (€m), 2008-10
UK
Figure 33: Value and volume sales of energy/sports drinks in the take home and on-premise sectors, 2006-
11
OTHER EUROPEAN COUNTRIES
Figure 34: Austria - Energy drinks: Market segmentation, by volume (m litres) and value (€m), 2010
Figure 35: Belgium - Energy drinks: Market segmentation, by volume (m litres) and by value (€m), 2010
Figure 36: Czech Republic - Energy drinks: Market segmentation, by volume (m litres) and by value (€m),
2010
Figure 37: Greece - Energy drinks: Market segmentation, by volume (m litres) and by value (€m), 2010
Figure 38: Hungary - Energy drinks: Market segmentation, by volume (m litres) and by value (Bn HUF),
2010
Figure 39: Netherlands - Energy drinks: Market segmentation, by volume (m litres) and by value (€m), 2010
Figure 40: Portugal - Energy drinks: Market segmentation, by volume (m litres) and by value ((000) Eur),
2010
Figure 41: Russia - Energy drinks: Market segmentation, by volume (m litres) and by Value (Bn RUB), 2010
Figure 42: Slovak Republic - Energy drinks: Market segmentation, by volume (m litres) and by Value (€m),
2010
Figure 43: Sweden - Energy drinks: Market segmentation, by volume (m litres) and by value (m SEK),
2009-10
Figure 44: Switzerland - Energy drinks: Market segmentation, by volume (m litres) and by value (m CHF),
2010
Figure 45: Switzerland - Energy drinks: Market segmentation, 2010
Figure 46: Turkey - Energy drinks: Market segmentation, by volume (m litres) and by value (m TRY), 2010
Figure 47: Ukraine - Energy drinks: Market segmentation, by volume (m litres) and by value (m UAH), 2010
COMPANIES AND PRODUCT INNOVATION
Key points
12 MONTHS TO OCTOBER 2011
World region
Figure 48: New product activity in sports and energy drinks, % share by global region, 12 months to October
2011
European region
GNPD leaders
Figure 49: New product activity in sports and energy drinks, % share by European region, 12 months to
October 2011
GNPD sub-category split
Figure 50: New product activity in sports and energy drinks, % share by top 10 European countries, by
subsegment, 12 months to October 2011
Leading companies
Figure 51: New product activity in sports and energy drinks, % share by company, by European region, 12
months to October 2011
Leading claims
Figure 52: New product activity in sports and energy drinks, % share by leading claims, by European region,
12 months to October 2011
THE BIG 5
France
GNPD sub-category split
Figure 53: New product activity in sports and energy drinks, France, % share by subsegment, by year,
2007-11
Leading companies
Figure 54: New product activity in sports and energy drinks, % share by company, France, 12 months to
October 2011
Leading claims
Figure 55: New product activity in sports and energy drinks, % share by leading claims, France, 12 months
to October 2011
Most innovative products
Greater health orientation
Organic options
Teen appeal
Germany
GNPD sub-category split
Figure 56: New product activity in sports and energy drinks, Germany, % share by subsegment, by year,
2007-11
Leading companies
Figure 57: New product activity in sports and energy drinks, % share by company, Germany, 12 months to
October 2011
Leading claims
Figure 58: New product activity in sports and energy drinks, % share by leading claims, Germany, 12
months to October 2011
Most innovative products
Added fruit juice
Low on calories
Feeling bullish
Italy
GNPD sub-category split
Figure 59: New product activity in sports and energy drinks, Italy, % share by subsegment, by year, 2007-11
Leading companies
Figure 60: New product activity in sports and energy drinks, % share by company, Italy, 12 months to
October 2011
Leading claims
Figure 61: New product activity in sports and energy drinks, % share by leading claims, Italy, 12 months to
October 2011
Most innovative products
Celebrity endorsement
Extra vitamins and minerals
Sugarless and additive-free alternatives
Spain
GNPD sub-category split
Figure 62: New product activity in sports and energy drinks, Spain, % share by subsegment, by year, 2007-
11
Leading companies
Figure 63: New product activity in sports and energy drinks, % share by company, Spain, 12 months to
October 2011
Leading claims
Figure 64: New product activity in sports and energy drinks, % share by leading claims, Spain, 12 months to
October 2011
Most innovative products
Natural energy
Gluten-free
UK
GNPD sub-category split
Figure 65: New product activity in sports and energy drinks, UK, % share by subsegment, by year, 2007-11
Leading companies
Figure 66: New product activity in sports and energy drinks, % share by company, UK, 12 months to
October 2011
Leading claims
Figure 67: New product activity in sports and energy drinks, % share by leading claims, France, 12 months
to October 2011
Most innovative products
Limited edition
Olympic effort
Own-label offer
Natural ingredients
THE CONSUMER
Key points
Frequency of use
Figure 68: Frequency of drinking energy drinks in the last 12 months, by country, 2010
Figure 69: Frequency of drinking fizzy/energy drinks in the last 12 months, by country, 2010
Figure 70: Frequency of drinking fizzy drinks in the last 12 months, by country, 2010
Type analysis
Figure 71: Package types of fizzy/energy drinks drunk most often, by country, 2010
Flavour
Figure 72: Flavours of fizzy/energy drinks drunk most often, by country, 2010
Consumer attitudes
Figure 73: Trends in agreement with selected lifestyle statements, France, 2010
Figure 74: Trends in agreement with selected lifestyle statements, Germany, 2010
Figure 75: Trends in agreement with selected lifestyle statements, Spain, 2010
Figure 76: Trends in agreement with selected lifestyle statements, GB, 2010
APPENDIX - DEMOGRAPHIC DATA
Figure 77: Frequency of drinking fizzy/energy drinks in the last 12 months, by demographics, GB, 2010
Figure 78: Frequency of drinking fizzy/energy drinks in the last 12 months, by demographics, France, 2010
Figure 79: Frequency of drinking fizzy/energy drinks in the last 12 months, by demographics, Spain, 2010
Figure 80: Frequency of drinking fizzy/energy drinks in the last 12 months, by demographics, Germany,
2010
Figure 81: Frequency of drinking fizzy drinks in the last 12 months, by demographics, GB, 2010
Figure 82: Frequency of drinking fizzy drinks in the last 12 months, by demographics, France, 2010
Figure 83: Frequency of drinking fizzy drinks in the last 12 months, by demographics, Spain, 2010
Figure 84: Frequency of drinking fizzy drinks in the last 12 months, by demographics, Germany, 2010
Figure 85: Frequency of drinking energy drinks in the last 12 months, by demographics, GB, 2010
Figure 86: Frequency of drinking energy drinks in the last 12 months, by demographics, France, 2010
Figure 87: Frequency of drinking energy drinks in the last 12 months, by demographics, Spain, 2010
Figure 88: Frequency of drinking energy drinks in the last 12 months, by demographics, Germany, 2010
Consumer attitudes
Figure 89: Agreement with selected lifestyle statements, by demographics, France, 2010
Figure 90: Agreement with selected lifestyle statements, by demographics, France, 2010
Figure 91: Agreement with selected lifestyle statement, by demographics, France, 2010
Figure 92: Agreement with selected lifestyle statements, by demographics, France, 2010
Figure 93: Agreement with selected lifestyle statements by demographics, France, 2010
Figure 94: Agreement with selected lifestyle statements by demographics, Germany, 2010
Figure 95: Agreement with selected lifestyle statements, by demographics, Germany, 2010
Figure 96: Agreement with selected lifestyle statements, by demographics, Germany, 2010
Figure 97: Agreement with selected lifestyle statements, by demographics, Germany, 2010
Figure 98: Agreement with selected lifestyle statements, by demographics, Germany, 2010
Figure 99: Agreement with selected lifestyle statements, by demographics, Spain, 2010
Figure 100: Agreement with selected lifestyle statements, by demographics, Spain, 2010
Figure 101: Agreement with selected lifestyle statements, by demographics, Spain, 2010
Figure 102: Agreement with selected lifestyle statements, by demographics, Spain, 2010
Figure 103: Agreement with selected lifestyle statements, by demographics, Spain, 2010
Figure 104: Agreement with selected lifestyle statements, by demographics, GB, 2010
Figure 105: Agreement with selected lifestyle statements, by demographics, GB, 2010
Figure 106: Agreement with selected lifestyle statements, by demographics, GB, 2010
Figure 107: Agreement with selected lifestyle statements, by demographics, GB, 2010
Figure 108: Agreement with selected lifestyle statements, by demographics, GB, 2010
APPENDIX: RESEARCH METHODOLOGY
Related research categories
By sector: Sports (in Soft drinks), Energy (in Soft drinks), General drinks
By market: Europe
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