- Brands dominate sports and energy drinks, accounting for over 80% of the market by value and volume.
- They’re also responsible for the growth - outperforming own label in both sub-sectors - thanks to the importance of ‘trendy’ brands for core younger consumers.
- Energy accounts for roughly three quarters of the market and is growing at 10.6% while sports drinks have seen an 11.1% reduction in value.
- The main source of loss for sports is shoppers switching spend to other sectors and in particular, bottled water. This is probably down to shoppers failing to see the benefits of sports drinks over cheaper water.
Gareth Davey Kantar Worldpanel
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Sports and energy drinks: brands rule says Kantar