Sector Insight: sports and energy drinks

Powerade sales rose only 4% year on year (June 2012, Symphony IRI).
Powerade sales rose only 4% year on year (June 2012, Symphony IRI).

Lucozade is the market leader in a sector where brand loyalty is strong


 Demographics. 25 - 34 year-olds are expected to grow and this age group has higher than average consumption, but so too are over-55s who are least likely to drink them.

Sport. The summer of sport with Euro 2012 and London 2012 Olympics and Paralympics should have provided a boost to sports drinks but it remains the niche category in this sector.

Brands. Brand loyalty is strong (almost half of users have preferred brands) and the five biggest brands command 75% share of the market.

Penetration. This sector has grown strongly in recent years (up 64% 2007 - 2012); with less than 50% penetration there is significant room for further growth.

Price. The high cost of sports and energy drinks puts many off; more than half of non-users think they are 'expensive for what they are'.

Focus. This sector benefits hugely from its youth-orientated marketing and action-sport associations which have helped the top brands carve a desirable image.

Source: Mintel

Value sales for the combined energy/sports drink take-home market (£m)


Use of sports and energy drinks May 2012(%)


1500 internet users aged 16+
Source: GMI/Mintel

Simon Freedman, brand director, Lucozade Sport

Freedman has held his role since March 2011.  From a marketing and sponsorship background, he was most recently head of sponsorship at O2 UK, and before that was head of marketing at the Football Association.  Other roles have included football marketing at Coca Cola.

Craig Read, brand director, Lucozade Energy

Read has been Lucozade Energy’s brand director since 2011.  With a strong commercial background he joined GSK in 2006 and held several senior positions across sales, before moving into marketing in 2011 in his current role.  Before joining GSK, Read worked for Anheuser Busch Europe.

Zoe Howorth, GB Marketing Director, Coca-Cola Great Britain

Howorth joined Coca-Cola Great Britain in 1998 and has held various marketing roles across its brands. Her responsibility includes Powerade as well as the cola brands. She has also spent time in the marketing capabilities team developing training and development programmes for leadership roles of the future. 

Huib van Bockel, marketing director UK, Red Bull

Van Bockel has been heading UK marketing for Red Bull since May 2011, having previously held the same post in Holland for four years. He covers sport, culture, brand, field marketing and communications activity. Van Bockel set up his own fashion company, Finkelbaum, prior to working for Red Bull. He started his marketing career at Unilever.

Winners and Losers in the sports and energy drinks sector

Lucozade Energy. Remains market leader with more than £260m annual sales and value and volume growth (June 2012, Symphony IRI). 

Mountain Dew. The US brand came back to the UK after a long absence, reinvented as an energy drink, and gained sales of more than £16m in 2011 (Mintel). 

Monster. New entrant from CCE has seen rapid growth, albeit from a small base, helped by CCE's distribution clout. 

Lucozade Sport. Still market leader in the sports drinks sub-category but sales dropped 4.5% year on year (June 2012, Symphony IRI) despite an increase in ad spend. 

Powerade. With Coca-Cola an official Olympic sponsor, Powerade should have benefited from the increased promotional activity but its sales rose only 4% year on year (June 2012, Symphony IRI).

Source: Mintel


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers