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The 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.
Providing the most innovative consumer research and latest market trend 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:
Identify the common trends in purchasing energy and stimulation drinks
Discover consumer’s attitudes towards energy drinks and their drinking habits, enabling you to tailor your offering accordingly
Pin point market potential before your competitors
Find out how to best reach key audiences with the most effective marketing communications
Measure market forecasts and build realistic business models
Gain insight into future trends
Develop the next big idea in the energy drink market
Gather in-depth information about consumer target groups, including key demographics and media targeting information
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