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SPORTS AND ENERGY DRINKS - CHINA - JULY 2019

Published By :

Mintel

Published Date : Jul 2019

Category :

Sports Equipment

No. of Pages : N/A

The sports drinks market covers liquid and powdered sports drinks. Sports drinks are designed to boost energy and replenish minerals lost during exercise. This includes hypotonic, isotonic, hypertonic and protein-based drinks in powdered, soluble tablets and liquid formats.

The energy drinks market covers sugar-free and regular energy drinks and shots. This includes caffeine/guarana, taurine and other products in powdered, soluble tablets, RTD (Readyto-Drink) and liquid concentrate/gel formats. Energy drinks are marketed with additives specifically designed to increase alertness.

Both market sizes comprise sales through all retail channels, including direct to consumer and vending machines. Market value is calculated at retail channel prices.

“Continuously growing awareness and participation of sports and fitness drive the robust growth of sports and energy drinks, but as more drinks include functionality claims related to health, sports and energy drinks need to reinforce their strength on positioning and convenience to compete against them.”

Table of contents
OVERVIEW
What you need to know
Covered in this Report
Excluded
EXECUTIVE SUMMARY
The market
Growth remain robust but acceleration slowing down
Figure 1: Best- and worst-case value sales forecast of energy drinks, China, 2014-24
Figure 2: Best- and worst-case volume sales forecast of energy drinks, China, 2014-24
Figure 3: Best- and worst-case value sales forecast of sports drinks, China, 2014-24
Figure 4: Best- and worst-case volume sales forecast of sports drinks, China, 2014-24
Increasing awareness of health and fitness, and more participation drives growth
Companies and brands
Leading companies maintain their position but see shares shrinking
Figure 5: Leading companies’ value share in energy drink market, China, 2016-18
Figure 6: Leading companies’ value share in sports drink market, China, 2016-18
More flavours, ingredients, claims and types of packaging drive the growth
The consumer
Four out of five respondents have consumed sports and energy drinks in the last 12 months
Figure 7: Sports and energy drinks penetration, April 2019
Although sporting occasions more common for sports and energy drink usage, there is potential to increase usage in other occasions
Figure 8: Sports and energy drinks consumption occasions, April 2019
Consumers need further education to distinguish between sports and energy drinks
Figure 9: Sports and energy drinks consumption purpose, by user type, April 2019
When choosing sports and energy drinks, flavour and nutrition are both important
Figure 10: Sports and energy drinks choosing factor, April 2019
Probiotics and prebiotics are most desired new ingredients
Figure 11: Interested ingredients of sports and energy drinks, April 2019
Consumers are getting more sophisticated in sports and energy drinks
Figure 12: Attitudes towards sports and energy drinks ingredients, April 2019
Figure 13: Attitudes towards sports and energy drinks functions, April 2019
What we think
ISSUES AND INSIGHTS
Position sports drinks for multiple purposes related to health
The facts
The implications
Figure 14: LIFEAID Product Line, June 2019
Bold attempts of ingredients may lead to further growth
The facts
The implications
Figure 15: Orange-Lemon Flavoured Energy Drink with Natural Ingredients, France, July 2018
On-the-go occasions are vital for sports and energy drinks
The facts
The implications
Figure 16: F6 SuperShot Plant-Based Energy Drink, China, July 2018
THE MARKET – WHAT YOU NEED TO KNOW
Growth remain robust but rate slowing down
Increasing awareness of health and fitness, and more participation drive growth
Fiercer competition from other soft drinks with health claims
MARKET SIZE AND FORECAST
Market growth of energy drinks remains robust
Figure 17: Best- and worst-case value sales forecast of energy drinks, China, 2014-24
Figure 18: Best- and worst-case volume sales forecast of energy drinks, China, 2014-24
Sports drink sees its growth slowing down
Figure 19: Best- and worst-case value sales forecast of sports drinks, China, 2014-24
Figure 20: Best- and worst-case volume sales forecast of sports drinks, China, 2014-24
MARKET FACTORS
More and more consumers seek to solve their issues of sub-health status
Fast-developing fitness business will drive more needs of on-the-go sports and energy drinks
Other soft drinks categories develop health claims and target the same consumers group
KEY PLAYERS – WHAT YOU NEED TO KNOW
Leading companies maintain their position but see shares shrinking
More flavours/ingredients, more health claims and types of packaging drive the growth
MARKET SHARE
Uncertainty has dragged Red Bull’s growth
Figure 21: Leading companies’ value share in energy drink market, China, 2016-18
Mizone still leads sports drink market after staggering in 2016
Figure 22: Leading companies’ value share in sports drink market, China, 2016-18
Specialised brands have increased their visibility in the market
Figure 23: CPT Tmall Banner, June 2019
COMPETITIVE STRATEGIES
Diversified flavours help to drive sports drink market growth
Figure 24: Top 10 flavours of sports drink, China, 2014-18
Figure 25: Mizone new flavours – China, 2018-19
Figure 26: Top 10 flavours of energy drink, China, 2014-18
Besides vitamin and energy, manufacturers have introduced more claims on overall health and products being healthy
Figure 27: Top 10 claims of sports drink, China, 2014-18
Figure 28: Top 10 claims of energy drink, China, 2014-18
Multiple types of packaging may help for multi-usage occasions
Figure 29: Packaging of sports and energy drink, China, 2014-18
WHO’S INNOVATING?
More visibility of protein products
Figure 30: Betale Protein Water, China, December 2018
Nature and organic energy booster
Figure 31: Sambazon Organic Amazon Energy Drink – Acai Berry, June 2019
Cross-over and new variants
Figure 32: Coca Cola Energy Drink, Spain, April 2019
Figure 33: Mizone + Variants, April 2019
Innovation in packaging makes powder more convenient
Figure 34: EZY PRO Protein Shake, June 2019
THE CONSUMER – WHAT YOU NEED TO KNOW
There is potential to increase usage in occasion other than sporting
Consumers need further education to distinguish between sports and energy drinks
When choosing sports or energy drinks, flavour and nutrition are both important
Probiotics and prebiotics are the most desired new ingredients
PENETRATION OF SPORTS AND ENERGY DRINKS
More than two thirds have consumed sports and energy drinks, respectively
Figure 35: Sports and energy drinks penetration, April 2019
Difference of usage and frequency on 25-29 year olds
Figure 36: Sports and energy drinks penetration, by age group, April 2019
Geographic difference of penetration lies in regions instead of city tiers
Figure 37: Sports and energy drinks penetration, by city tier, April 2019
Figure 38: Sports and energy drinks penetration, by region, April 2019
CONSUMPTION OCCASION
Sports or exercising occasions are no-doubt the most popular
Figure 39: Sports and energy drinks consumption occasions, April 2019
Opportunities brought by lifestyle in tier one cities
Figure 40: Sports drinks consumption occasions, by city tier, April 2019
Figure 41: Energy drinks consumption occasions, by city tier, April 2019
CONSUMPTION PURPOSE
Relieving fatigue is more pursued by consumers
Figure 42: Sports and energy drinks consumption purpose, April 2019
Consumers see sports and energy drinks sources of hydration
Replenishing vitamin becomes common practice
Consumers need further education to better differentiate sports and energy drinks
Figure 43: Sports and energy drinks consumption purpose, by user type, April 2019
Key selling points targeting 30-39 year olds are energy and vitamins
Figure 44: Sports and energy drinks consumption purpose, by age group, April 2019
More education to tier two and lower consumers
Figure 45: Sports and energy drinks consumption purpose, by city tier, April 2019
CHOOSING FACTORS
Flavour also matters when it comes to choose sports and energy drinks
Figure 46: Sports and energy drinks choosing factor, April 2019
Nutritional content is also important driven by awareness on health
Sugar content is not widely perceived as threat in sports and energy drink category
Figure 47: ProSupps Lcarnitine Advanced Series, China, June 2019
Opportunity for premiumisation since less sensitive on pricing and trust in branding
Females and tier one city residents care more about sugar content
Figure 48: Sports and energy drinks choosing factor, by gender, April 2019
Figure 49: Sports and energy drinks choosing factor, by city tier, April 2019
Different marketing strategies for different age groups
Figure 50: Sports and energy drinks choosing factor, by age group, April 2019
INTEREST IN INGREDIENTS
Probiotics is the most anticipated ingredient
Figure 51: Interested ingredients of sports and energy drinks, April 2019
Collagen also draws attention by skin benefits
Concern on caffeine intake drives the needs of caffeine alternatives
Figure 52: Cola Flavoured Nutritious Drink with Green Tea Extract, China, July 2018
Consumers anticipate protein to enhance immunity
Figure 53: Interested ingredient of sports and energy drinks, by age group, April 2019
Males are in general more interested in energy-related ingredients
Figure 54: Interested ingredient of sports and energy drinks, by gender, April 2019
Needs vary in different regions
Figure 55: Interested ingredient of sports and energy drinks, by city tier, April 2019
Figure 56: Interested ingredient of sports and energy drinks, by region, April 2019
ATTITUDES TOWARDS SPORTS AND ENERGY DRINKS
Consumers are getting more sophisticated on ingredients
Figure 57: Attitudes towards sports and energy drinks ingredients, April 2019
Potential for penetrating to more occasions
Figure 58: Attitudes towards sports and energy drinks functions, April 2019
MEET THE MINTROPOLITANS
More consumption, driven by more fitness participation
Figure 59: Sports and energy drinks penetration, by consumer classification, April 2019
Figure 60: Sports drinks usage occasions, by consumer classification, April 2019
Figure 61: Energy drinks usage occasions, by consumer classification, April 2019
Content and brand are important for MinTs to choose sports and energy drinks
Figure 62: Sports and energy drinks choosing factors, by consumer classification, April 2019
APPENDIX – MARKET SIZE AND FORECAST
Figure 63: Market value of energy drinks, China, 2014-18
Figure 64: Market volume of energy drink, China, 2014-18
Figure 65: Market value of sports drink, China, 2014-18
Figure 66: Market volume of sports drink, China, 2014-18
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Fan chart forecast
Abbreviations

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