drinks market
thirsty WORK
Sian Brenchley reports on new research from Mintel that reveals continued growth in the UK’s sports and energy drinks market
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ports and energy drinks have become a familiar sight within the health and fitness world, whether it’s the brightly-lit
vending machine near the gym floor encouraging consumers to maximise their workout with a caffeine boost, or the rows of sports drinks by the exit promising rehydration. And, while the recent economic climate might have impacted a huge number of sectors, the latest Mintel research reveals that consumers are still providing a lift to the sports and energy drinks sector.
THE STATS
48 per cent value growth in
sports and energy drink sales between 2005 and 2009 Value growth of 10 per cent in
2008 alone, from £855m in 2007 to £941m in 2008 – this at a time when other previously growing non-alcoholic markets, such as smoothies and bottled water, were in decline Market topped £1bn in 2009, with
total value sales reaching £1,035m Volume sales hit 525 million
litres in 2009, up 19 per cent on 2007 (442 million litres) Forecasts suggest value sales will
increase by 37 per cent by 2014, to reach in excess of £1.5bn Volume sales set to rise by 32
per cent in the same timeframe, to reach 757 million litres Value retail sales of sports drinks
in gyms and health clubs has risen 19 per cent since 2007, to an estimated total of £25m in 2009
CONSUMER CONFUSION
However, despite this success, there’s much confusion over usage within the
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Value sales of bottled water have declined by 8 per cent from 2007 to 2009
market. Simply put – but often confused by consumers – sports drinks exist primarily to rehydrate the consumer post workout, with energy drinks used to energise pre-workout. Research shows that, within the
overall market, it’s energy drinks that have captured the mainstream consumer. Between 2004 and 2009, sales of these products grew 66 per cent and the market is now worth £788m. “Energy drinks have benefi ted
from the increasing popularity of gym membership and the increasing desire to facilitate busy lifestyles,
Read Health Club Management online at
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especially among the young,” says Jonny Forsyth, senior drinks analyst at Mintel. “Red Bull in particular has attracted younger drinkers and led the way for new brands such as Relentless and Monster to fl ourish.” By contrast, sports drinks are more
of a niche product. Initially aimed at athletes, they have grown from a value of £136m in 2004 to £247m in 2009.
HEALTHY OPTIONS
Despite the economic downturn that has hit soft drinks sales – most notably smoothies and bottled water – sports
june 2010 © cybertrek 2010
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