Executive Summary

Jun 2019
PROSPECTS
Sports drinks threatened by functional waters

Sports drinks continued to decline in both value and volume terms, despite strong advertising and alliances with sporting personalities. It is believed that involvement in high-activity sports by time-poor adults is seeing a reduction in participation, bringing with it a reduction in the consumption of sports drinks.

Reduced sugar an attempt to hold on to consumers

Attempts have been made to introduce reduced-sugar variants, however this has done little in terms of having a positive effect on the category overall, with reduced-sugar sports drinks also recording declining sales in value and volume terms. Nevertheless, reduced-sugar variants are experiencing slower value and volume declines than their regular counterparts, and are expected to continue to perform better over the forecast period.

Sports personalities continue to have an influence

Sports drinks continued to be marketed by sporting personality endorsements as they support and sponsor major brands, hence the strong alliance in advertising featuring sporting greats, such as Gatorade being the official sports drinks to Serena Williams in tennis and Michael Jordan in basketball. Gatorade continued to use high-profile sports people in advertising campaigns, and in 2016 the New Zealand All Blacks came on board as part of the brand’s elite sports profile.

COMPETITIVE LANDSCAPE
Frucor Suntory continues to dominate

Despite Gatorade attracting strong international share due to its alliances with leading sports people, the Powerade brand continued to lead the sports drinks category in New Zealand.

Coca-Cola Amatil (NZ) Ltd struggles to grow

The Gatorade brand, distributed by Cocoa-Cola Amatil (NZ) Ltd, has remained a distant second behind Powerade, despite strong advertising and alliances with the New Zealand All Blacks rugby union team. 2016 saw the brand become the drinks supplier to the New Zealand All Blacks and marketing and advertising of the brand continued to have a close association with the prominent rugby team.

New owner for the Loaded brand

Despite the dominance of Powerade, followed by Gatorade, with both brands conducting regular advertising campaigns, the third contender Loaded remained a viable alternative option in sports drinks.

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Sports Drinks in New Zealand

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sports Drinks industry in New Zealand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sports and Energy Drinks industry in New Zealand, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sports Drinks in New Zealand market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sports Drinks in New Zealand?
  • What are the major brands in New Zealand?
  • What are key new sports drinks launches and what impact impact did they have on #category#?
  • Who are the key consumers of sports drinks in New Zealand?
  • What time of day are sports drinks most commonly consumed?
  • What trends motivate people to drink sports drinks in New Zealand?

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

This industry report originates from Passport, our Soft Drinks market research database.

Sports Drinks in New Zealand - Category analysis

HEADLINES

PROSPECTS

Sports drinks threatened by functional waters
Reduced sugar an attempt to hold on to consumers
Sports personalities continue to have an influence

COMPETITIVE LANDSCAPE

Frucor Suntory continues to dominate
Coca-Cola Amatil (NZ) Ltd struggles to grow
New owner for the Loaded brand

CATEGORY DATA

Table 1 Off-trade Sales of Sports Drinks: Volume 2013-2018
Table 2 Off-trade Sales of Sports Drinks: Value 2013-2018
Table 3 Off-trade Sales of Sports Drinks: % Volume Growth 2013-2018
Table 4 Off-trade Sales of Sports Drinks: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade Sports Drinks: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade Sports Drinks: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade Sports Drinks: % Value 2015-2018
Table 9 Forecast Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 10 Forecast Off-trade Sales of Sports Drinks: Value 2018-2023
Table 11 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2018-2023

Soft Drinks in New Zealand - Industry Overview

EXECUTIVE SUMMARY

Growth slows slightly on the previous year
Health and natural ingredients continue to drive growth
Minimal change for top two performers
Polarisation between budget products and premium crafted beverages
Slower growth expected in soft drinks over the forecast period

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 26 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 27 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 28 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 29 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 30 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 31 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 32 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 33 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 34 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 35 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 44 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 45 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in New Zealand
Trends

SOURCES

Summary 1 Research Sources