Description
Building associations between energy
drinks and everyday situations such as work and commuting, rather than extreme
lifestyles, could help to increase the relevancy of energy drinks among current
non-users.
To
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TABLE OF CONTENT
Introduction
Definition
Excluded
Abbreviations
Executive Summary
The market
Figure 1: Market size and forecast
for the UK sports and energy drinks market, by value, 2008-18
Forecast
Market factors
Health remains on consumers’ agenda
The drinks’ price premium may hamper
growth
Companies, brands and innovation
Lucozade and Red Bull continue to
lead the market
Figure 2: Shares of leading brands
in the UK take-home sports and energy drinks market, by value, 2012/13*
Energy drinks continue to dominate
NPD
Adspend drops off in 2012
The consumer
More than two fifths drink sports
and energy drinks
Figure 3: Usage of sports and energy
drinks, May 2013
Health and natural ingredients spark
majority interest
Figure 4: Attitudes towards sports
and energy drinks, May 2013
The market faces a challenge in
convincing non-users of the drinks’ benefits
Figure 5: Reasons for not drinking
sports or energy drinks, May 2013
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