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Energy and Stimulant Drinks - UKPublished by: Mintel International Group Ltd. Published: Jul. 1, 2005 - 67 Pages Table of ContentsIntroduction and Abbreviations Definition Consumer research ACORN Abbreviations Premier Insight Addressing existing needs Functional lifestyles Pushing the boundaries Moving beyond drinks Executive Summary Energy drinks - a £1 billion market Increasing choice for functionality Energy drink duopoly firmly established Consumers now media weary 24/7 availability the key to success Happy to pay a premium Market Drivers Energy boost Lifestyle changes Establishing habits Figure 1: Trends and projections in UK population, by age group, 2000-09 Prosperity and affluence Figure 2: PDI and consumer expenditure, at constant 1999 prices, 1999-2009 Energy drinks as mixers Figure 3: Agreement with the statement “energy drinks are a good mixer with alcohol”, by age, April 2005 Figure 4: Agreement with the statement “I drink vodka with a mixer”, by age, December 2004 Market Size and Trends Taste drives the market Figure 5: UK retail sales of energy and stimulant drinks, by volume and value, 2000-05 Convenience and portability Market Segmentation Figure 6: UK retail sales of energy and stimulant drinks, by type, 2001-05 Still/carbonated Diet and sugar free Organic The Supply Structure Brand shares Figure 7: Leading energy and stimulant drinks brands in the UK, by volume 2003 and 2005 Figure 8: Leading energy and stimulant drinks brands in the UK, by value 2003 and 2005 Companies and brands Atomic Energy UK Boost Drinks Brands Unlimited Britvic Soft Drinks Coca Cola Enterprises Danone Drinks Dispense Group Extreme Group Glaxo SmithKline Global Brands Limited Halewood International Red Bull Taisho Pharmaceuticals Twinlab Vitabiotics Others Own-label New Product Development Figure 9: Number of new products launched in the energy and sports drinks category by flavour, June 2004 to June 2005 New product briefs June 2005 March 2005 November 2004 October 2004 September 2004 August 2004 Advertising and Promotion Above-the-line promotional strategies Figure 10: Main monitored media advertising expenditure on energy and stimulant drinks, 1999-2004 Figure 11: Main monitored media advertising expenditure on energy and stimulant drinks brands, by leading energy drinks manufacturers, 2002 and 2004 Main campaigns Atomic Energy UK Britvic Soft Drinks Coca Cola Enterprises Danone Drinks Dispense Group Extreme Group Glaxo SmithKline Global Brands Limited Halewood International Red Bull Taisho Pharmaceuticals Below-the-line promotional mechanisms Figure 12: Share of promotions in the energy and sports drinks market, by type (multiple grocers only) June 2004 to June 2005 Distribution Off-trade Figure 13: UK distribution of energy and stimulant drinks brands, by trade sector, 2003 and 2005 On-trade Packaging Figure 14: Number of new products launched in the energy and sports drinks category, by packaging type, June 2004 to June 2005 The Internet The Consumer Figure 15: Brands of sports and energy drinks consumed in the last 6 months, 2005 Age is a key factor Regional variations The Consumer - Detailed Demographics Figure 16: Energy and stimulant drinks consumed in the last 6 months, by gender, age and socio-economic group, April 2005 Figure 17: Energy and stimulant drinks consumed in the last 6 months, by lifestage, presence of children and Mintel’s Special Groups, April 2005 Figure 18: Energy and stimulant drinks consumed in the last 6 months, by marital status, working status and household size, April 2005 Figure 19: Energy and stimulant drinks consumed in the last 6 months, by region and ACORN categories, April 2005 Figure 20: Energy and stimulant drinks consumed in the last 6 months, by media usage, commercial TV viewing and supermarket usage, April 2005 The Consumer - Attitudes and Typologies Figure 21: Consumer attitudes towards energy and sports drinks, 2005 Men seek endurance The pick-me-up value for those with children Functionality vs mixability by region Mid-market tabloids are the key communication channel Consumer typologies Figure 22: Consumer typologies for energy and sports drinks, 2005 Believers (9% of respondents) Casual-users (25% of respondents) Sceptical (66% of respondents) Families are casual users Establishing enthusiasm - repertoire analysis Figure 23: Number of different types of sports drinks and supplements consumed in last 6 months, 2005 Figure 24: Cross-reference of the number of different types of sports drinks and supplements consumed, by type of energy drink, 2005 The Consumer - Attitudes and Typologies: Detailed Demographics Figure 25: Consumer attitudes towards energy and sports drinks, by gender, age and socio-economic group, April 2005 Figure 26: Consumer attitudes towards energy and sports drinks, by lifestage, presence of children and Mintel’s Special Groups, April 2005 Figure 27: Consumer attitudes towards energy and sports drinks, by lifestage, presence of children and Mintel’s Special Groups, April 2005 Figure 28: Consumer attitudes towards energy and sports drinks, by region and ACORN categories, April 2005 Figure 29: Consumer attitudes towards energy and sports drinks, by media usage, TV viewing and supermarket usage, April 2005 Consumer typologies - Demographic breakdown Figure 30: Consumer typologies for energy and sports drinks, by gender, age and socio-economic group, 2005 Figure 31: Consumer typologies for energy and sports drinks, by lifestage, presence of children and Mintel's Special Groups, 2005 Figure 32: Consumer typologies for energy and sports drinks, by region and ACORN categories, 2005 Figure 33: Consumer typologies for energy and sports drinks, by media usage, supermarket usage and commercial TV viewing, 2005 The Future Moving towards maturity You are what you eat (and drink) The natural way Reaching the masses Moving beyond traditional distribution channels Big boys drive growth Forecast Optimistic future growth Figure 34: Forecast of the energy and stimulant drinks market, by value, 2005-10 Figure 35: Forecast of the energy and stimulant drinks market, by volume, 2005-10 No signs of market saturation Consumer demands Functionality: Friend or foe? Factors incorporated in the forecast AbstractThe early stages of the millennium witnessed a plethora of energy and functional drinks hitting the UK market, many of which have disappeared as the category has steadily matured. The market in 2005 shows consumers are now drinking for both health and functionality, whether it is to make oneself feel more energetic, to stay awake while driving or to dance on into the small hours.Sales in 2005 are likely to be worth in excess of £1 billion in which Red Bull remains the dominant brand by value. Indeed, the category in the UK is highly concentrated among a few products and suppliers, supported by a handful of minor players and supermarket own label. Having become well established from the suppliers’ point of view, it necessitates continuous investment in educating potential drinkers as to the benefits of the category while continuing to preach the existing message to the converted.
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