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Strategy Briefing

Global Sports and Energy Drinks: Where Consumer Lifestyles and “Lifestyle Branding” Meet

53 pages, Apr 2013

US$1,200

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Sports and energy drinks is one of the fastest growing soft drink categories, supported by their lifestyle marketing and functional properties. However, the reasons consumers choose these beverages differ in each market, requiring manufacturers to position their brands specifically in line with the usage of their target customers.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Growth leader in the soft drink categories

Sports and energy drinks continues to be one of the fastest growing soft drink categories in volume and value, as consumers around the world are demanding functionality from their beverages.

Volume and value reflect functionality

The large disparity between sports and energy drinks in terms of volume and value (sports drinks dominate in volume terms, while energy drinks lead in value) is attributable to the high-volume hydration function of sports drinks and high-value energy formulations of energy drinks.

Sports drink marketing reflects culture and weather

While sports drinks were born from exercise and sporting cultures, the hydration functionality of the beverages has made them ideal for hot and humid climates.

Lifestyle and functionality push energy drinks

Energy drinks use on-trade sales to gain popularity amongst younger consumers, but growth in the US has been predicated on expanding the consumer base and drinking occasions.

Latin America to drive sales

Growing economies and youthful consumers in Latin America, particularly Brazil, present the largest opportunity for sports and energy drinks moving forward.

What this report includes

Up-to-the minute analysis of the latest trends in the industry
New product development, forecasts and other themes
Unique graphics and illustrated case studies
Most recent brand and company news
New insight into the size and shape of the market

Why buy this report

Clear, concise powerpoint format makes it easy to digest
Leading industry opinion keeps you abreast of latest news and trends
Forward-looking outlook on a category, market or issue affecting the industry
Latest five year forecasts assess how the market is predicted to develop
Understand the competitive environment, the leading players and brands

Delivery format

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Introduction

Scope

Key findings

Global Performance

Sports and energy drinks see strong value share growth

Volume slightly outpaces value as new brands enter category

Energy drinks bolster value; sports drinks volume

Variance in regional performance indicative of usage differences

Sports and energy drinks sales concentrated in Asia and US

Top volume markets highlight weather and youth culture

Distribution landscape shapes sports and energy drink performance

While function still vital, varied positioning will be key to growth

Sports Drinks

NA exercise culture and AP climate fuel sports drink consumption

Growth markets embrace sports drinks for hydration

Top markets ride rollercoaster of growth

US economy slows sports drinks, but reformulations buoy growth

US finds consumers via sports and exercise culture

Gatorade amps up functionality to fend off competitors

Other soft drink categories take share in Japan

Japanese climate a key determinant of sports drink performance

Sports drink growth has come outside of top markets

Case study: Hydration positioning in Indonesia

Indonesian sports drinks succeed via hydration positioning

Hydration positioning focuses on pop, rather than sports culture

Prevalence of sports culture influences sports drink positioning

Hydration positioning key for growth in Asian markets

Four keys for sports drinks

Energy Drinks

Energy drink growth continues to lead all soft drink categories

NA leads, while AP and WE demonstrate positioning differences

Top markets span most regions

On-trade sales introduce young consumers to energy drinks

The evolution of US energy drinks

US value and volume diverge as serving size increases

Red Bull and Monster dominate US sales

Functional positioning highlights differences in Asia

Rehab and recovery for lifestyle consumers

Opportunity for natural energy

Evolution of energy drinks in US differs from other markets

More options equal broader appeal

Case study: Energy drinks move off-trade in Brazil

Energy drinks grow despite familiarity with the concept

On-trade distribution key to growing off-trade sales

Evolving energy drink lifestyle

Family sizes extend energy drink market

Government scrutiny is the greatest threat

Four keys for energy drinks

Global Prospects

Functionality and culture of energy drinks continues to drive growth

Weather; culture to push sports and energy drinks in Latin America

Three markets; three methods

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Megatrends

Strategy Briefing

Global Sports and Energy Drinks: Where Consumer Lifestyles and “Lifestyle Branding” Meet

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Growth leader in the soft drink categories

Volume and value reflect functionality

Sports drink marketing reflects culture and weather

Lifestyle and functionality push energy drinks

Latin America to drive sales

What this report includes

Why buy this report

Delivery format

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Global Performance

Sports and energy drinks see strong value share growth

Volume slightly outpaces value as new brands enter category

Energy drinks bolster value; sports drinks volume

Variance in regional performance indicative of usage differences

Sports and energy drinks sales concentrated in Asia and US

Top volume markets highlight weather and youth culture

Distribution landscape shapes sports and energy drink performance

While function still vital, varied positioning will be key to growth

Sports Drinks

NA exercise culture and AP climate fuel sports drink consumption

Growth markets embrace sports drinks for hydration

Top markets ride rollercoaster of growth

US economy slows sports drinks, but reformulations buoy growth

US finds consumers via sports and exercise culture

Gatorade amps up functionality to fend off competitors

Other soft drink categories take share in Japan

Japanese climate a key determinant of sports drink performance

Sports drink growth has come outside of top markets

Case study: Hydration positioning in Indonesia

Indonesian sports drinks succeed via hydration positioning

Hydration positioning focuses on pop, rather than sports culture

Prevalence of sports culture influences sports drink positioning

Hydration positioning key for growth in Asian markets

Four keys for sports drinks

Energy Drinks

Energy drink growth continues to lead all soft drink categories

NA leads, while AP and WE demonstrate positioning differences

Top markets span most regions

On-trade sales introduce young consumers to energy drinks

The evolution of US energy drinks

US value and volume diverge as serving size increases

Red Bull and Monster dominate US sales

Functional positioning highlights differences in Asia

Rehab and recovery for lifestyle consumers

Opportunity for natural energy

Evolution of energy drinks in US differs from other markets

More options equal broader appeal

Case study: Energy drinks move off-trade in Brazil

Energy drinks grow despite familiarity with the concept

On-trade distribution key to growing off-trade sales

Evolving energy drink lifestyle

Family sizes extend energy drink market

Government scrutiny is the greatest threat

Four keys for energy drinks

Global Prospects

Functionality and culture of energy drinks continues to drive growth

Weather; culture to push sports and energy drinks in Latin America

Three markets; three methods

Why buy this report?

Want to find out more about this report?

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