drinks market
the introduction of new products, such as Glaceau Vitamin Water – water infused with vitamins and energy supplements. As a result, bottled water is set to provide increased competition for energy drinks over the next few years. Added to this, plain bottled water has one major advantage over sports and energy drinks: it’s calorie-free.
CAFFEINE CONTENT
Much of the future growth of energy drinks will be driven by the emergence of energy shots such as Focus and Lucozade Alert Plus. These have recently flooded the market, having proved particularly popular in the US. These shots are much smaller than the traditional size of energy/sports drinks and are designed to provide a more sustained burst of energy. As a result, they’re helping to expand
the market – to encompass workers as well as gym-goers – rather than
“CAFFEINE DOES HAVE A PLACE IN SPORT: IT ASSISTS MENTAL PERFORMANCE, WHICH HELPS ATHLETES OF ALL LEVELS CONCENTRATE AND ACHIEVE GOALS”
cannibalising the existing energy drinks market. But what does the caffeine content of such products mean for consumers wanting to use that energy burst as part of their workout? “In truth, caffeine does have a place in sport,” says Nick Morgan, head of sport science for Lucozade Sport. “Caffeine assists mental performance, which helps athletes of all levels focus, concentrate and achieve their goals during training. “However, caffeine has received some
negative press because it may increase heart rate and cause dehydration. It’s therefore extremely important to monitor caffeine intake when training to ensure the effects are positive. Everyone’s different, but the typical amount consumed by sports people (1–3 milligrams per kilogram of body weight: 70-210 mg) before or during exercise is unlikely to give rise to any detrimental health effects. However, in saying this, for caffeine-sensitive individuals, pregnant woman and those aged under 16, it’s probably more responsible to simply avoid caffeine.” Meanwhile, product alternatives for
consumers wishing to totally forego caffeine are also becoming available.
54
While caffeine can be useful, pregnant women and the under-16s should avoid it
Voltz Distribution UK has recently launched the ‘Voltz energy shot’ health drink to the UK market. Consisting of a combination of B vitamins, amino acid and antioxidants, the company actively promotes its low calorie content and high nutritional value. Rob Arnold, CEO of Voltz Distribution UK, says: “Most high-energy drinks are not actually very healthy. Many fi zzy energy products contain large amounts of sugar and caffeine which, although they give an instant boost, can make you jittery and result in a ‘crash’ several hours later. It’s also necessary to consume a large volume of liquid to feel the benefi t. “The Voltz energy shot is a completely
different concept. It contains no carbohydrates and only contains three calories, giving the consumer an energy boost without the sugar and high concentrations of caffeine.”
MARKETING JARGON
However, while product innovation may be stimulating market interest, there are still areas in which consumers seek reassurance from
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manufacturers – and Mintel concludes that, despite the increased popularity of the sector, almost a quarter of consumers say they don’t believe the functional claims made for energy drinks. Many are also confused by the difference between sports and energy drinks, the excessive range of similar- sounding products and the esoteric jargon employed by manufacturers. The market is currently hugely
dependent on 15- to 34-year-old men and the challenge is to grow its user base by appealing more to females, 35- to 54-year-olds and workers. This means stealing share from carbonates and bottled water. The problem is that energy drinks appeal most to the physically active, and men aged between 15 and 34 do perhaps more exercise than anyone else. However, increasing levels of innovation, including low-calorie options and more natural ingredients, will assist in broadening the customer base and energising the sector even further.
healthclub@leisuremedia.com
sian brenchley, pr manager, mintel
june 2010 © cybertrek 2010
© ISTOCKPHOTO.COM/ANNA BRYUKHANOVA
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