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Sports and Energy Drinks - China - July 2014

Published By :

Mintel

Published Date : Aug 2014

Category :

Non-Alcoholic Drinks

No. of Pages : 169 Pages

To sustain the growth, brands need to go beyond using vitamin enriched drinks as the only way to convey a healthy image for sports and energy drinks. Consumers’ concern over negative ingredients suggests there is potential demand for more products with natural ingredients, reduced calorie and are free from additives.
Table of Content

Introduction

Definition
Methodology
Abbreviations

Executive Summary

The market
Figure 1: Retail volume sales of sports drinks in China, 2009-19
Figure 2: Retail value sales of sports drinks in China, 2009-19
Figure 3: Retail volume sales of energy drinks in China, 2009-19
Figure 4: Retail value sales of energy drinks in China, 2009-19
Companies and brands
Figure 5: Leading sports drinks companies, % market share, by volume, 2013
Figure 6: Leading energy drinks companies, % market share, by volume, 2013
The consumer
Frequency of consumption
Figure 7: Frequency of drinking sports and energy drinks, April 2014
Reasons of rejection
Figure 8: Reasons for rejecting sports and energy drinks, April 2014
Consumption occasions
Figure 9: Occasions of drinking sports and energy drinks, by sub-category, April 2014
Purchase locations
Figure 10: Locations of purchasing sports and energy drinks, April 2014
Key purchasing factors
Figure 11: Most important factors to purchase sports and energy drinks, April 2014
Attitudes towards sports and energy drinks
Figure 12: Agreement with sports and energy drinks statements, April 2014
Key issues
Is vitamin drink positioning enough to convey the healthy image?
Why should brands talk to light users?
What can brands do to expand the usage occasion?
What flavour innovations can excite the market?
What we think

Issues and Insights

Is vitamin drink positioning enough to convey the healthy image?
The facts
The implications
Figure 13: Health claims for sports and energy drinks by country, 2011-14
Figure 14: New sports and energy drinks with naturalness claims, UK, Germany and Spain, 2014
Why should brands also talk to light users?
The facts
The implications
Figure 15: New energy drinks targeting women, US and Japan, spring 2014
What can brands do to expand the usage occasion?
The facts
The implications
Figure 16: Sports and energy drinks launched for different occasions, Japan and Korea, 2011-13
What flavour innovations can excite the market?
The facts
The implications
Figure 17: New product launches in drinks markets, by flavour category, China July 2013-June 2014

Trend Applications

Allow maximum self-expression
A drink to celebrate women
Bring back the senses

Market Size and Forecast

Key points
Market size
Figure 18: Retail volume and value of China’s sports and energy drinks market, 2009-14
How China is different from other markets
Figure 19: Retail volume consumption per capita of sports and energy drinks, by country, 2014
Figure 20: Top soft drinks market by retail value, Australia, China, Japan, UK and US, 2013
Figure 21: Segment importance in sports and energy drinks, China and UK, 2013
Encouraging performance in the last few years
Figure 22: Retail value sales and share of importance in soft drinks, by category, China, 2010 versus 2013
Market forecast
Figure 23: Retail volume sales of sports drinks in China, 2009-19
Figure 24: Retail value sales of sports drinks in China, 2009-19
Figure 25: Retail volume sales of energy drinks in China, 2009-19
Figure 26: Retail value sales of energy drinks in China, 2009-19
Forecast methodology
Market drivers
Market barriers

Market Share

Key points
Danone and Red Bull continue to lead in each market
Figure 27: Sports drink market share, by value and volume 2012-13
Figure 28: Energy drink market share, by value and volume 2012-13

Who’s Innovating?

Key points
Still a relatively quiet market compared to others
Figure 29: Share of new product launches by soft drinks category, China 2012-14 (July)
Innovation trends
Figure 30: Top five claims in sports drinks market, China 2011-13
Figure 31: Top five claims in energy drinks market, China 2011-13
Gaps in flavour innovation
Figure 32: Top 10 flavour launches in sports and energy drinks market, China 2011-13
What brands are doing?
Now Big for Mizone
Figure 33: Mizone launches “Niu Yin Zhuang”, China 2014
Pocari Sweat goes small
Figure 34: Pocari Sweat launches 350ml pack size, China 2014
Coca-Cola joins the category-blurring game with Aquarius
Figure 35: Coca-Cola launches Aquarius, China 2014
Tohkin increased investment with new brand Vita Care
Figure 36: Tohkin launches Vita Care, China 2014
Hi-Tiger undercuts the price of energy drinks
Figure 37: Dali launches Hi-Tiger, China 2013
Gatorade eyes on football with “Fight At Nights”
Suntory unveils its newly designed Super Ultima

Companies and Brands

Groupe Danone S.A.
PepsiCo Inc
Nongfu Spring Co Ltd
Otsuka Pharmaceuticals Co Ltd
Red Bull Vitamin Drink Co Ltd
Tohkin Group
Suntory Holdings Limited
Hangzhou Wahaha Group Co Ltd

The Consumer – Frequency of Consumption

Key points
The majority are medium and light users
Figure 38: Frequency of drinking sports and energy drinks, April 2014
A clear core target group
Figure 39: Frequency of drinking sports drinks, by demographics, April 2014
Figure 40: Frequency of drinking energy drinks, by demographics, April 2014
Families with children have higher demand for energy drinks
Figure 41: Frequency of drinking energy drinks, by family status, April 2014
City level differences prevail
Figure 42: Frequency of drinking sports and energy drinks, by city, April 2014

The Consumer – Reasons of Rejection

Key points
Consumer perceptions are changing
Figure 43: Reasons for rejecting sports and energy drinks, April 2014
Different reasons of rejection by rare users and non-users
Figure 44: Reasons for rejecting sports and energy drinks, by sports drink rare and non-users, April 2014
Figure 45: Reasons for rejecting sports and energy drinks, by energy drink rare and non-users, April 2014
Young adults dislike an artificial product image and find flavours dull
Figure 46: Selected reasons for rarely (once a month or less) or never drunk sports and energy drinks, by age, April 2014
Women, older consumers and families with children prefer healthier alternatives
Figure 47: Selected reasons for rarely (once a month or less) or never drunk sports and energy drinks, by demographics, April 2014
Consumers from tier two/three cities are more put off by price and flavour
Figure 48: Selected reasons for rarely (once a month or less) or never drunk sports and energy drinks, by city tier, April 2014

The Consumer – Consumption Occasions

Key points
More diversified consumption occasions
Figure 49: Occasions of drinking sports drinks, April 2014
These emerging new consumption occasions drive usage frequency
Figure 50: Occasions of drinking sports drinks, by heavy and light users, April 2014
Potential for energy drinks to be a social drink
Figure 51: Selected occasions of drinking energy drinks, by gender, April 2014
Busier and vibrant lifestyles of tier one cities fuels growth
Figure 52: Selected occasions of drinking sports and energy drinks, by city tier, April 2014

The Consumer – Purchase Locations

Key points
Three quarters of users buy from at least three different channels
Figure 53: Locations of purchasing sports and energy drinks, April 2014
Families and singles shop differently to fit their lifestyles
Figure 54: Selected locations of purchasing sports and energy drinks, by demographics, April 2014
About half of gym users who drink sports drinks buy on the spot
Figure 55: % of people buying sports and energy drinks at the gym, by demographics, April 2014
Faster-pace tier one cities embrace convenience retailing
Figure 56: Selected locations of purchasing sports and energy drinks, by city tier, April 2014

The Consumer – Key Purchasing Factors

Key points
Natural ingredients have become as important as brand
Figure 57: Most important factors for purchasing sports and energy drinks, April 2014
Celebrity endorsement least important
Men want efficacy and prefer well-known brands, while women like low calorie and appealing packaging
Figure 58: Selected most important factors for purchasing sports and energy drinks, by gender, April 2014
Taste and promotion driven low income groups
Figure 59: Selected most important factors for purchasing sports and energy drinks, by income, April 2014

The Consumer – Attitudes towards Sports and Energy Drinks

Key points
Build consumer confidence through more transparent product labelling
Figure 60: Attitude towards product labelling, April 2014
Strong interest in seeing a wider variety of products
Figure 61: Attitudes towards new product innovation, April 2014
Figure 62: Agreement with “I am interested in trying sports and energy drinks in different formats”, by user types, April 2014
Lifestyle plays a more important role in consumers’ choice
Figure 63: General attitudes towards sports and energy drinks, April 2014
Figure 64: General attitudes towards sports and energy drinks, by user types, April 2014

Appendix – Frequency of Consumption

Figure 65: Frequency of drinking sports and energy drinks, April 2014
Figure 66: Frequency of drinking sports and energy drinks (continued), April 2014
Figure 67: Frequency of drinking sports drinks, by demographics, April 2014
Figure 68: Frequency of drinking sports drinks, by demographics (continued), April 2014
Figure 69: Frequency of drinking energy drinks, by demographics, April 2014
Figure 70: Frequency of drinking energy drinks, by demographics (continued), April 2014

Appendix – Reasons of Rejection

Figure 71: Reasons for rejecting sports and energy drinks, April 2014
Figure 72: Most popular reasons for rejecting sports and energy drinks, by demographics, April 2014
Figure 73: Next popular reasons for rejecting sports and energy drinks, by demographics, April 2014
Figure 74: Other reasons for rejecting sports and energy drinks, by demographics, April 2014
Figure 75: Reasons for rejecting sports and energy drinks, by use frequency, April 2014

Appendix – Consumption Occasions

Figure 76: Occasions of drinking sports and energy drinks, April 2014
Figure 77: Occasions of drinking sports drinks, by demographics, April 2014
Figure 78: Occasions of drinking sports drinks, by demographics, April 2014 (continued)
Figure 79: Occasions of drinking energy drinks, by demographics, April 2014
Figure 80: Occasions of drinking energy drinks, by demographics. April 2014 (continued)
Figure 81: Occasions of drinking sports drinks, by consumption frequency, April 2014
Figure 82: Occasions of drinking energy drinks, by consumption frequency, April 2014
Repertoire analysis
Figure 83: Repertoire of occasions of drinking sports drinks, by demographics, April 2014
Figure 84: Repertoire of occasions of drinking energy drinks, by demographics, April 2014

Appendix – Purchase Location

Figure 85: Locations of purchasing sports and energy drinks, April 2014
Figure 86: Most popular locations of purchasing sports and energy drinks, by demographics, April 2014
Figure 87: Next most popular locations of purchasing sports and energy drinks, by demographics, April 2014
Repertoire analysis
Figure 88: Repertoire of locations of purchasing sports and energy drinks, by demographics, April 2014

Appendix – Key Purchasing Factors

Figure 89: Most important factors for purchasing sports and energy drinks, April 2014
Figure 90: Most important factors for purchasing sports and energy drinks – Rank 1, by demographics, April 2014
Figure 91: Most important factors for purchasing sports and energy drinks – Rank 1, by demographics, April 2014 (continued)
Figure 92: Other important factors for purchasing sports and energy drinks – Rank 1, by demographics, April 2014
Figure 93: Most important purchasing factors for sports and energy drinks – Rank 2, by demographics, April 2014
Figure 94: Most important factors for purchasing sports and energy drinks – Rank 2, by demographics April 2014, (continued)
Figure 95: Other important factors for purchasing sports and energy drinks – Rank 2, by demographics, April 2014
Figure 96: Most important factors for purchasing sports and energy drinks – Rank 3, by demographics, April 2014
Figure 97: Most important factors for purchasing sports and energy drinks – Rank 3, by demographics April 2014, (continued)
Figure 98: Other important factors for purchasing sports and energy drinks – Rank 3, by demographics, April 2014

Appendix – Attitudes towards Sports and Energy Drinks

Figure 99: Attitudes towards sports and energy drinks, by demographics, April 2014
Figure 100: Agreement with the statement ‘Sports and energy drinks without additives’, by demographics, April 2014
Figure 101: Agreement with the statement ‘I would be interested in trying sports and energy drinks that come in a unique flavour’, by demographics, April 2014
Figure 102: Agreement with the statement ‘More information should be provided on the product label of sports and energy drinks’, by demographics, April 2014
Figure 103: Agreement with the statement ‘Sports and energy drinks can provide a better energy boost than other soft drinks’, by demographics, April 2014
Figure 104: Agreement with the statement ‘There is not a wide range of different packs of sports and energy drinks for on-the-go occasions’, by demographics, April 2014
Figure 105: Agreement with the statement ‘I am interested in trying sports and energy drinks in different formats’, by demographics, April 2014
Figure 106: Agreement with the statement ‘I would like to see more sports and energy drinks designed for specific groups’, by demographics, April 2014
Figure 107: Agreement with the statement ‘Sports and energy drinks are suitable for those who do a lot of physical activity or exercise’, by demographics, April 2014
Figure 108: Agreement with the statement ‘Drinking sports and energy drinks has become a part of my lifestyle’, by demographics, April 2014
Figure 109: Agreement with the statement ‘I would like to see more sports and energy drinks designed for various occasions’, by demographics, April 2014
Figure 110: Agreement with the statement ‘Sports and energy drinks are suitable for drinking throughout the day’, by demographics, April 2014
Figure 111: Agreement with the statement ‘Drinking too many sports and energy drinks could be harmful to your health’, by demographics, April 2014
Figure 112: Attitudes towards sports and energy drinks, by consumption frequency, April 2014

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