Sports Drinks and Supplements

Published by: Mintel International Group Ltd.

Published: Aug. 1, 2003 - 88 Pages

Table of Contents

• Definitions
  
• Consumer research
  
• Definitions
  
• Abbreviations

Executive Summary

• Health- and body-consciousness driving sales
  
• Need for convenience
  
• Scientific developments stimulate sales
  
• Men comprise the key target market
  
• Scepticism must be addressed
  
• Isotonic drinks dominate sales
  
• A more competitive supply structure for sports drinks
  
• Diverse supply for supplements
  
• Advertising expenditure highest for sports drinks
  
• Mass-market distribution key to further sales
  
• Usage biased towards the young and men
  
• Wider distribution and careful targeting provide key to future growth

Market Drivers

• Sports participation
  
• Figure 1: Participation in selected sports and fitness activities, 1998-2002
  
• Membership of sports clubs
  
• Figure 2: Membership of sports clubs, 1998-2002
  
• Influence of the media
  
• Figure 3: UK retail sales of men's magazines, by type, by volume and value, 1998-2002
  
• PDI and consumer expenditure
  
• Figure 4: PDI and consumer expenditure, at constant 1998 prices, 1998-2007
  
• Sales boosted by younger men
  
• Figure 5: Trends and projections in the UK population, by gender and age group, 1998-2007
  
• Scientific approach
  
• The barrier of consumer scepticism
  
• Convenience
  
• Technological developments
  
• Dietary trends
  
• Legislation

Market Size and Trends

• Shift to mass-market retailing boosts values
  
• Figure 6: UK retail value sales of sports drinks and nutritional supplements, 1998-2003
  
• Figure 7: UK retail value sales of sports drinks and nutritional supplements, by sector, 2000 and 2002
  
• Figure 8: Growth in UK retail value sales of sports drinks and nutritional supplements, by sector, 2000-02

Market Segmentation

• Figure 9: Value sales of sports drinks and nutritional supplements, by type, 2000 and 2002
  
• Figure 10: Value share of sports drinks and nutritional supplements, as a proportion of relevant
  sector, by type, 2000 and 2002
  
• Figure 11: Comparison of ingredients in selected sports drinks, 2003

The Supply Structure

• Brand shares
  
• Figure 12: UK manufacturers' shares of sports drinks and nutritional supplements, by value, 2000 and 2002
  
• Companies and brands
  
• Allsports International
  
• Biosynergy
  
• Boots Company
  
• Chemical Nutrition
  
• Coca-Cola Enterprises
  
• Designer Sports Supplements
  
• EAS
  
• GlaxoSmithKline
  
• Holland & Barrett
  
• Isatori
  
• Maximuscle UK
  
• Met RX
  
• MuscleTech
  
• Next Proteins International
  
• Novartis Consumer Health
  
• Nutrisport
  
• PepsiCo
  
• Power Bar
  
• Prolab Nutrition
  
• Reflex Nutrition
  
• Spring Cool Soft Drinks
  
• Twinlab
  
• Weider
  
• Other brands

New Product Trends

• New product briefs
  
• Jul-03
  
• Jun-03
  
• Apr-03
  
• Mar-03
  
• Jan-03

Advertising and Promotion

• Sports drinks dominate adspend
  
• Figure 13: Main monitored media advertising expenditure on sports drinks and nutritional
  supplements, 1998-2003
  
• Figure 14: Main monitored media advertising expenditure on sports drinks and nutritional
  
• supplements, by leading brands, 2000-02
  
• Below-the-line promotions
  Figure 15: Selected examples below-the-line activity on sports drinks and nutritional supplements, 2003

Distribution

• Convenience and adspend influence distribution
  
• Grocery multiples strengthen their hold
  
• Figure 16: Retail value sales of sports drinks and nutritional supplements in the UK, by type of
  outlet, 2000 and 2002
  
• Potential for greater focus on brand support
  
• Internet distribution

The Consumer

• Consumption of energy drinks
  
• Figure 17: Consumption of energy drinks, by demographic sub-group, 2002
  
• Consumption of sports drinks
  
• Figure 18: Brands of sports and energy drinks consumed in the last six months, February 2003
  
• Figure 19: Brands of sports drinks consumed in the last six months, 2003
  
• Figure 20: Sports drinks consumed in the last six months, by demographic sub-group, 2003
  
• Figure 21: Attitudes towards sports and energy drinks, 2003
  
• Figure 22: Physical benefits of sports drinks, by demographic sub-group, 2003
  
• Figure 23: Positive attitudes towards sports and energy drinks, by demographics, 2003
  
• Figure 24: Negative attitudes towards sports and energy drinks, by demographic sub-group, 2003

The Future

• Wider distribution
  
• Integrated strategies
  
• Convenience formats
  
• Specific targeting - women and children
  
• Potential for brand extensions
  
• Strong legislation and scientific research to bolster confidence
  
• Growing emphasis on healthy lifestyles
  
• Sports/health club membership opportunities

Forecast

• More than just a niche market
  
• Figure 25: Forecast of the UK sports drinks and nutritional supplements market, 2003-07
  
• Sport and convenience
  
• Scepticism must be addressed
  
• Input factors

Appendix: Research methodology


Index of reports

Abstract

The sports drinks market is characterised by convenience products with wide appeal that are manufactured by multinational companies, with distribution through the major multiples. In contrast, the sports supplements market is characterised by specialist products, in many cases US brands, with varied distribution routes.

The sports drinks and nutritional supplements market grew by 30% during 2002 to a market value of £121 million. The main market changes since Mintel last reported on this subject in August 2001 include the launch of Coca-Cola's Powerade and PepsiCo's Gatorade sports drinks products into the UK market, and the marketing of RTD products and nutrition bars, which are driving market growth. There are also encouraging signs for the mass-market distribution of products, particularly sports supplements.

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