Promotions among the top 10 brands have fallen marginally in the past year. However, the depth of deals increased, suggesting that competition within the category remains as fierce as ever. Average savings increased from 29.39% to 36.65%, with Lucozade, Powerade and Red Bull in particular offering far deeper deals.

Lucozade accounted for two thirds of sports & energy drinks deals, a strategy that’s helped the GSK brand protect its sales despite an overall decline in sports drinks. Powerade, on the other hand, cut promotions by almost a half and saw sales fall. Money-off deals are not a major factor in the rescue plan for the brand, either - CCE says it has an “exciting on-pack promotion” kicking off later in the summer.

Of the retailers, Morrisons and Tesco both significantly reduced their number of sports and energy drinks promotions, while Sainsbury’s more than doubled its deals. Asda, traditionally a key retailer for sports & energy drinks, also increased its promotions, although the strategy doesn’t appear to have paid off - it suffered a 2.2% fall in value sales, according to Kantar [52 w/e 14 April 2013].

Focus on sports drinks - the engine stalls