Energy drinks grab bigger share of soft drinks sales
soft drinks this year, according to a new survey by Mintel that
reveals the phenomenal growth of this sector.
Sales of energy and stimulant drinks are set to pass the £1 billion (€1.46bn) barrier this year, driven by today's hectic lifestyle.
"The UK has the longest working hours in the EU, and in order to get the most out of every day, consumers are increasingly looking at products with an extra 'kick'," said Ellen Shiels, senior consumer analyst at Mintel.
A new report on sports nutrition from Frost & Sullivan has also revealed that energy bars are benefiting from this consumer trend too.
Energy drinks have in fact become a fashion accessory for young, image-conscious adults.
"The fact that they are also widely available means that they fit in with the 24 hour lifestyle," added Shiels.
"What is more, values have been boosted by the fact that energy drinks command a substantial premium over other soft drinks, as consumers are prepared to pay a relatively high price for the energy boost they provide."
Volume of energy drinks sold has increased by an impressive 75 per cent since 2000 and value by some 71 per cent.
Price still presents the greatest barrier to British consumers, however, with a quarter of the population believing that energy drinks are too expensive.
Nevertheless products increasingly appeal to a wide profile of consumers, including parents. Mintel's research found that half (44 per cent) of those surveyed felt that energy drinks are a good pick-me-up, compared to just three in ten adults without children at home.
But unsurprisingly, consumption of all the main energy drinks declines with age - in the case of Red Bull, the drop off is most evident from the age of 35, whereas Lucozade Energy has a slightly older age bias as a result of its long established heritage.
A number of British also remain cynical about their properties, with some one in six (16 per cent) not believing the claims made for them.
But just 7 per cent see these drinks as simply a passing fad and a mere 4 per cent believe that they cannot be good for you.
'Energy and Stimulant Drinks' is available from Mintel at a cost of £995.
