The burgeoning performance of the energy drink sector offers real potential for retailers as the boundaries stretch to include sports waters, fortified drinks and sugar-free variants
In a year when miserable summer weather had a negative impact on soft drinks sales, energy drinks performed more than enthusiastically.
Energy drinks offer real potential for retailers as the boundaries are stretched to include sports waters, fortified drinks and sugar-free variants.
The market leaders are working hard to maintain their presence in the sector: GSK’s Lucozade, a 75-year-old brand, had an outstanding 2004, with take-home sales growing 6% year-on-year [ACNielsen Scantrack Impulse, MAT December 25, 2004].
Dummer says:“We anticipate that this share will be increased in the coming months with the launch of refreshed and reshaped bottles and the introduction
of a sportscap. The most recent addition to the portfolio, Lucozade Sport Hydro Active, is continuing to blossom, exhibiting 32.6% year-on-year growth” [AC Nielsen Retail Tracking Total Impulse MAT to January 22, 05].
Red Bull ended 2004 with a 15% leap in take-home value, primarily driven by a volume increase for Red Bull Sugarfree. Launched in early 2003 due to increasing demand for healthier energy drinks, the Sugarfree variant now accounts for 20% of brand volume in forecourts and 18% in grocery.
Red Bull’s Sophia Antoniades says: “Red Bull Sugarfree is driving growth and sales are on the up, last year accounting for 13% of total Red Bull sales in the off-trade. There are currently 2.4 million regular Red Bull Sugarfree users, a figure that has tripled since before our promotional campaign.”
Hot on the heels of the leading brands, CCGB’s growth strategy is to maximise its scale and impact in the emerging ‘sports water’ sector with its Powerade brand. As the official sports drink of the Football League and the British Lions Tour of New Zealand, the aim is to strengthen appeal by delivering a low-calorie offer.
In a year when miserable summer weather had a negative impact on soft drinks sales, energy drinks performed more than enthusiastically.
Energy drinks offer real potential for retailers as the boundaries are stretched to include sports waters, fortified drinks and sugar-free variants.
The market leaders are working hard to maintain their presence in the sector: GSK’s Lucozade, a 75-year-old brand, had an outstanding 2004, with take-home sales growing 6% year-on-year [ACNielsen Scantrack Impulse, MAT December 25, 2004].
Dummer says:“We anticipate that this share will be increased in the coming months with the launch of refreshed and reshaped bottles and the introduction
of a sportscap. The most recent addition to the portfolio, Lucozade Sport Hydro Active, is continuing to blossom, exhibiting 32.6% year-on-year growth” [AC Nielsen Retail Tracking Total Impulse MAT to January 22, 05].
Red Bull ended 2004 with a 15% leap in take-home value, primarily driven by a volume increase for Red Bull Sugarfree. Launched in early 2003 due to increasing demand for healthier energy drinks, the Sugarfree variant now accounts for 20% of brand volume in forecourts and 18% in grocery.
Red Bull’s Sophia Antoniades says: “Red Bull Sugarfree is driving growth and sales are on the up, last year accounting for 13% of total Red Bull sales in the off-trade. There are currently 2.4 million regular Red Bull Sugarfree users, a figure that has tripled since before our promotional campaign.”
Hot on the heels of the leading brands, CCGB’s growth strategy is to maximise its scale and impact in the emerging ‘sports water’ sector with its Powerade brand. As the official sports drink of the Football League and the British Lions Tour of New Zealand, the aim is to strengthen appeal by delivering a low-calorie offer.
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