The sports & energy drink category continues to outperform the rest of the take-home soft drinks market, with value growth of 3% (compared with 2.1% for soft drinks), but this trend seems to be slowing. There were 4.2% more shoppers than in the previous year, but they bought around 4.5% less, with a 3.5% increase in average price accounting for remaining growth.
Brands account for over four-fifths of value and volume. The sector is less reliant on own label than other soft drinks due to the importance of ‘trendy’ brands for the core younger consumers. Also, high functionality allows easier brand differentiation than in more natural sectors like juices and waters, where own label dominates. Gareth Davey Kantar Worldpanel
Focus on sports drinks - the engine stalls
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Energy drinks- Kantar Worldpanel