BMi Research 2013 Annual Quantification Report Media Feedback Report – Sports Drinks in South Africa
BRAND ACTIVITY
Aug 20th, 09:17
Product Definitions
Sports Drinks
Sports Drinks primarily consist of water, carbohydrates, and electrolytes (sodium, chloride, and potassium) and are designed to assist the body with replacing fluid and electrolytes.
RTD Sports Drinks Market Trends
Sports drinks market has increased from 2011 – 2012 in volume. Players in the market feel that the rise in sport drinks popularity has to do with the aggressive marketing sponsorships and brand activities in sports targeting sport players and supporters.
Category value growth was driven jointly by the price per litre increase as well as by the volume growth.
The packaging demand for sports drinks is dominated by PET bottles. The 500ml packaging size have increased in volume and holds a large percentage share amongst other pack sizes. Players in the market feel that sport drinks packaging design is a powerful marketing tool that provides a scientific and evocative unique competitive look by adding value to the consumer.
The bottom end retail channel experienced a high increase in volume and in return grew in share followed by top end retail share increase. Garage forecourts, on consumption and wholesale decreased in share.
Mpumalanga now absorbs a large percentage of the volume and share, following KwaZulu-Natal’s increase in volume and share and Free State increase in volume growing in share too. North West and Western Cape decreased in volume and in share whilst Limpopo decreased in volume and remained static in share. Eastern Cape and Northern Cape experienced a decreased in volume and share when Gauteng decreased in share and remained static in volume.
Sport drinks industry is encountering new opportunities and challenges with players launching aggressive advertising campaigns to promote brands and capture attention of health conscious consumers as they are aware of competition against energy drinks makers planning to introduce energy drinks with nutritional benefits.
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