Sports drinks boost Olympic athletes and break market records
According to the 2004 West Europe Sports Drinks report from leading drinks consultancy Zenith International, issued to coincide with the opening of the 2004 Olympic Games, West Europe’s sports drink market sprinted past the 1,000 million euro barrier in 2003, putting on a 27% volume spurt to 477 million litres.
"More athletes are using sports drinks to improve their performance and the Olympics should help ensure double figure growth again in 2004," commented Zenith Research Director Gary Roethenbaugh.
Germany is the leading national market, with a 26% volume share, followed by Italy on 19% and the United Kingdom on 15%. The Netherlands has the highest consumption per person, with Olympic host Greece lagging well behind the overall average. PepsiCo’s Gatorade is the brand champion, with 15% of total volume. Coca-Cola's Powerade, however, is rapidly catching up, taking the silver medal in 2003 on 12%, narrowly beating GlaxoSmithKline's Lucozade Sport in the final stretch.
Hypotonic sports drinks have gained most momentum in the past two years, more than doubling their share to 20%. This reflects a trend towards less calorific, low carbohydrate products, the growing appeal of sports drinks for female consumers and the rising number of people seeing sport as a means to lose weight. Nevertheless, isotonic drinks still led the field on 73%, while hypertonic drinks took up the remaining 7%.
Larger pack sizes are also contributing to market growth, with 50cl PET bottles responsible for 62% of volume sales, followed by 75cl and 60cl PET reaching a combined 19%.
Concluding with detailed forecasts, Zenith foresees continuing strong growth over the next five years, taking total West European sports drinks consumption past a Herculean 750 million litres by 2008. "Greater product choice together with increasing consumer health awareness bode well for the future, but smaller brands risk being marginalised unless they focus on effectively communicating their benefits," Gary Roethenbaugh concluded.
The 2004 Zenith Report on West Europe Sports Drinks contains 190 pages including 173 tables and charts, 16 country profiles and a full market commentary. Contact Zenith International on tel +44 (0)1225 327900, fax +44 (0)1225 327901 or e-mail info@zenithinternational.com
Notes for Editors
Isotonic drinks are in balance with the body's fluid, quickly replacing fluids and minerals lost in perspiration and supplying a carbohydrate boost. Hypotonic fluids have fewer particles than blood, replenishing faster than isotonic drinks without a carbohydrate boost. Hypertonic drinks have more particles than blood, normally supplementing carbohydrate intake after exercise to top up muscle glycogen stores.
For further information, please contact:
Gary Roethenbaugh or Sophie Roberts-Powell, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
t +44 (0)1225 327900 f +44 (0)1225 327901
zenithinternational.com
"More athletes are using sports drinks to improve their performance and the Olympics should help ensure double figure growth again in 2004," commented Zenith Research Director Gary Roethenbaugh.
Germany is the leading national market, with a 26% volume share, followed by Italy on 19% and the United Kingdom on 15%. The Netherlands has the highest consumption per person, with Olympic host Greece lagging well behind the overall average. PepsiCo’s Gatorade is the brand champion, with 15% of total volume. Coca-Cola's Powerade, however, is rapidly catching up, taking the silver medal in 2003 on 12%, narrowly beating GlaxoSmithKline's Lucozade Sport in the final stretch.
Hypotonic sports drinks have gained most momentum in the past two years, more than doubling their share to 20%. This reflects a trend towards less calorific, low carbohydrate products, the growing appeal of sports drinks for female consumers and the rising number of people seeing sport as a means to lose weight. Nevertheless, isotonic drinks still led the field on 73%, while hypertonic drinks took up the remaining 7%.
Larger pack sizes are also contributing to market growth, with 50cl PET bottles responsible for 62% of volume sales, followed by 75cl and 60cl PET reaching a combined 19%.
Concluding with detailed forecasts, Zenith foresees continuing strong growth over the next five years, taking total West European sports drinks consumption past a Herculean 750 million litres by 2008. "Greater product choice together with increasing consumer health awareness bode well for the future, but smaller brands risk being marginalised unless they focus on effectively communicating their benefits," Gary Roethenbaugh concluded.
The 2004 Zenith Report on West Europe Sports Drinks contains 190 pages including 173 tables and charts, 16 country profiles and a full market commentary. Contact Zenith International on tel +44 (0)1225 327900, fax +44 (0)1225 327901 or e-mail info@zenithinternational.com
Notes for Editors
Isotonic drinks are in balance with the body's fluid, quickly replacing fluids and minerals lost in perspiration and supplying a carbohydrate boost. Hypotonic fluids have fewer particles than blood, replenishing faster than isotonic drinks without a carbohydrate boost. Hypertonic drinks have more particles than blood, normally supplementing carbohydrate intake after exercise to top up muscle glycogen stores.
For further information, please contact:
Gary Roethenbaugh or Sophie Roberts-Powell, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
t +44 (0)1225 327900 f +44 (0)1225 327901
zenithinternational.com