Given energy drinks’ special consumption occasions and dynamic product image, energy drinks companies are paying more attention to sponsoring sports events to enhance the products’ professional and dynamic image and brand awareness. Red Bull has always been a sponsoring partner for many extreme sports races and activities.
Energy drinks are used when consumers need to refuel quickly, often during or after exercise, to prevent physical exhaustion later. This confines energy drinks’ usage to a limited number of drinking occasions such as sporting activities, facing tight work schedules and during intense study.
As lifestyles become more dynamic and segmented, consumers have increasingly segmented demand for many products, including energy drinks. Energy drinks targeting different scenarios are emerging and standing out from homogenous competition.
Shenzhen Eastroc Beverage Co Ltd surpassed Fujian Dali Food Co Ltd in 2016 to become the second largest energy drinks manufacturer in China. To capture consumers’ attention and establish a young and dynamic brand image, Shenzhen Eastroc Beverage Co Ltd is actively promoting its brand awareness through several channels.
Still overwhelmingly dominating the category, Red Bull experienced another performance decline due to the trademark dispute between TC Pharmaceutical Industry Co Ltd and Reignwood Group, shareholder of Red Bull Vitamin Drink Co Ltd, and accordingly production decline and supply shortages. To prevent a huge negative impact from Red Bull’s trademark dispute on the company’s performance, Reignwood Group introduced new energy drinks product War Horse and actively promoted its new product using Reignwood Group’s distribution channel.
Red Bull’s trademark dispute and subsequent sales decline create opportunities for other companies to either expand their businesses or to launch new products in energy drinks. Leading dairy company Inner Mongolia Yili Industrial Group Co Ltd introduced its first energy drink Huanxingyuan targeting consumers aged between 18 and 35 years.
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Discover the latest market trends and uncover sources of future market growth for the Energy Drinks industry in China with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Soft Drinks market research database.