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

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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