Tired consumers boost sports and energy drinks market

Sales of energy drinks had risen from 454M litres to an estimated 550M litres between 2011 and 2014, climbing from £1bn in 2011 to a predicted £1.3bn in 2014, Mintel claimed.

Over half (61%) of Brits claimed they had drunk a sports drink and 46% an energy drink in the past year.  

Sales are expected to rise to 647M litres in 2019 in the energy drink market. However, the sports drink sector which is expected to fall to 115M litres. 

Sales of sports drinks have declined from 173M litres in 2011 to a predicted 156M litres in 2014.

In value terms, this is a fall by 15% from £236M to £218M over the same period.

‘Slowed down dramatically’ ​

David Zhang, research analyst at Mintel, said: “The growth of the sports and energy drinks market has slowed down dramatically over the past couple of years since peaking in 2011, due to the ailing sports drink market. ​

“The decline in sales of sports drinks, at a time when sports participation is rising, highlights that consumers are opting for other sources of hydration when undertaking sports. With strong overlap between users of sports and energy drinks, cross-category competition between the segments looks likely to remain intense.”​

This growth in energy drinks comes after half (54%) of British consumers surveyed by Mintel claimed to often feeling tired, rising to six in 10 (60%) women.

Three quarters (75%) of Brits said they were more fun to be around when they’re feeling energetic (rising to 82% of women). Over half (64%) said they became irritated easily when they’re tired (rising to 75% of women).