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Sports Drinks and Sports Nutrition - UKPublished by: Mintel International Group Ltd. Published: Sep. 1, 2005 - 83 Pages Table of ContentsIntroduction and Abbreviations Definitions Consumer research ACORN Advertising data Abbreviations Executive Summary Increased health-awareness Market values soar Impulse purchasing key to growth in sports drinks Greater consolidation looms Education and product launches behind increased adspend Manufacturers look to new distribution channels Consumption skewed towards young males Opportunities and challenges for the future Market Drivers UK - a health-obsessed nation Health claims and product integrity Sports participation and seasonality Figure 1: Participation in selected sports and fitness activities, 2000-04 Sports and health club membership Figure 2: Membership of sports clubs, 2000-04 Availability Male grooming and the impact of the media Figure 3: UK retail sales of men’s magazines, by type, 2000-04 PDI and consumer expenditure Figure 4: PDI and consumer expenditure, at constant 1999 prices, 2000-09 Demographics Figure 5: Trends and projections in UK population, by age group, 2000-09 Working hours Market Size and Trends Growing consumer interest continues to drive sales Figure 6: UK retail value sales of sports drinks and sports nutrition products, 2000-05 Impulse buying and the mainstream market Figure 7: UK retail value sales of sports drinks and sports nutrition products, by sector, 2001-05 Figure 8: Growth in UK retail value sales of sports drinks and sports nutrition products, by sector, 2001-05 Market Segmentation Figure 9: Value sales of sports drinks and sports nutrition products, by type, 2001-05 Isotonic driving sports drinks category Mainstream growth in sports nutrition Isotonic and hypotonic sports drinks Sports waters Sports nutrition products The Supply Structure Figure 10: UK manufacturers’ shares of sports drinks and sports nutrition products, by value, 2002 and 2004 Companies and brands Britvic Soft Drinks/PepsiCo Calypso Soft Drinks Coca-Cola Enterprises Dymatize EAS (Experimental and Applied Sciences Ltd) Extreme Group GlaxoSmithKline Maximuscle Met-Rx MuscleTech Nestlé Waters Isostar Prolab Science in Sport Twinlab Weider Nutrition Own-label New Product Development Sports drinks Sports nutrition products New product briefs UK Global Advertising and Promotion Advertising key to education Figure 11: Main monitored media advertising expenditure on sports drinks and sports nutrition products, 1999-2004 Select brands driving total spend Figure 12: Main monitored media advertising expenditure on sports drinks and sports nutrition products, by leading advertisers, 2002 and 2004 Focus on sponsorship Main campaigns Calypso Soft Drinks Coca-Cola Great Britain EAS GlaxoSmithKline Maximuscle PepsiCo Prolab Science in Sport Taut Isotonic Distribution Distribution key to market growth Figure 13: UK retail distribution of sports drinks and sports nutrition products, by type of outlet, 2002 and 2004 Grocery multiples dominate Gyms and sports clubs provide targeting opportunities Vending machines key for sports drinks The Internet The Consumer Sports drinks Figure 14: Brands of sports and energy drinks consumed in the last six months, April 2005 Figure 15: Consumption or no consumption of sports drinks in the last six months, April 2005 Young males the key targets Drinking on the job Married with children? Sports message getting through in the media Upmarket shoppers less enthusiastic Sports nutrition products Figure 16: Statements regarding consumption of sports nutrition products, September 2005 Young, male bias is evident New distribution channels paying dividends The Consumer - Detailed Demographics Figure 17: Consumption or no consumption of sports drinks in the last six months, by gender, age group, socio-economic group, lifestage, Mintel’s Special Groups, region, marital status, working status, presence of children and household size, April 2005 Figure 18: Consumption or no consumption of sports drinks in the last six months, by ACORN category, media usage, commercial TV viewing, Internet usage, car ownership and supermarket usage, April 2005 Figure 19: Attitudes towards sports nutrition products, September 2005 Figure 20: Attitudes towards sports nutrition products, by gender, age, socio-economic group, lifestage, Mintel’s Special Groups, region, marital status, working status, presence of children and household size, September 2005 Figure 21: Attitudes towards sports nutrition products, by ACORN category, media usage, commercial TV viewing, Internet usage, car ownership and supermarket usage, September 2005 The Future Interest in sport to continue to rise Food safety and drugs in sport Big boys to make their presence felt Expanding distribution channels Potential barriers to entry The ageing population Forecast Encouraging future growth Figure 30: Forecast of the UK sports drinks and sports nutrition market, 2005-10 Consumer desires: Convenience and health Communicating with the consumer: Awareness and Education Factors incorporated in the forecast AbstractAbout the market:The consumer’s quest for a healthier lifestyle continues to drive demand for sports drinks and supplements, and convenient single serve drinks offer retailers very good margins, which help sustain the market’s value, despite the fact that the real price of soft drinks has actually fallen. As people increasingly involve themselves with athletic activities, the market can expect sports drink sales across all age groups to continue to grow. Just over a third (34%) of UK adults have consumed a sports drink in the last six months. However, given the percentage of people who participate in sport (over 50% in 2004 according to GB TGI), the evidence suggests that sports drinks manufacturers are not convincing or converting all their target audience. To maximise market sales, the drinks need to be positioned to meet the consumer demands of health and convenience. The task of brand owners is now to develop more usage occasions for the market while explaining more of the benefits on offer to potential consumers. Educating consumers will be the key to increasing consumption. More than two-thirds of adults surveyed for Mintel’s report said it is hard to know which foods are healthy as expert advice keeps changing. This opens an avenue of marketing with great potential and attainability. About Mintel’s Research: Pooling together the most innovative consumer research, latest market analysis and most-sort after data, Mintel's new report offers you all the insight and inspiration you need for designing clever, creative and profitable marketing strategies. Use Mintel's research to fully understand the market’s dynamics and to:
As many people just like the taste (22%) and refreshing nature (28%) of sports drinks as appreciate their more sports-related functional benefits (good for rebuilding energy levels after sport - 26% and good for extra endurance during sport - 22%). Get Full Details About This Report >> |
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