Energy and sports drinks - the real Anuga story
German sales of energy and ready to drink sports drinks are set to rise by 30% to €870 million in 2001, according to a new study being launched at Anuga by specialist consultants Zenith International.
Aimed at briefing retailers how to profit from long term market growth, the report looks at energy and sports drinks in the context of soft drinks as a whole and comments on sales performance in a variety of outlet types. Some alarming facts emerge and it concludes that many retailers need a wake up call:
This rapidly developing sector accounted for 9% of all retail soft drinks value growth in 2000 and 17% in the first half of 2001.
Petrol stations achieve an extraordinary 43% of retail energy and sports drink value, boosted by impulse purchases from chilled cabinets.
A mere 25% of retail energy and sports drink value is sold through hypermarkets, supermarkets and smaller shops combined.
Drinks wholesalers have failed to take advantage of energy and sports drinks, gaining under 5% of national sales.
"There is a real opportunity to double this market by 2005," observes Zenith Chairman Richard Hall. "Energy and sports drinks already have remarkable levels of public awareness in Germany, but this is not being fully converted into action by consumers, partly because retailers do not yet make the most of the opportunity on shelf.
"Energy and sports drinks offer premium prices, high returns, rapid growth and appeal to younger consumers," he continues. "Chilled cabinets, extra weekend displays and multipacks are three key ways to boost sales. But too many outlets do not stock even the leading brands - Red Bull, Gatorade and Flying Horse. Energy and sports drinks are all about performance. Most of Germany's retailers are underperforming".
Zenith's 20 page Retailer Briefing on Energy and Sports Drinks in Germany analyses the market, segments, brands, distribution and consumers. Contact Zenith International on tel +44 (0)1225 327900 or e-mail info@zenithinternational.com.
Notes for Editors
For further information, please contact:
Richard Hall or Jason Holway, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
Tel +44 (0)1225 327900 Fax +44 (0)1225 327901
Aimed at briefing retailers how to profit from long term market growth, the report looks at energy and sports drinks in the context of soft drinks as a whole and comments on sales performance in a variety of outlet types. Some alarming facts emerge and it concludes that many retailers need a wake up call:
This rapidly developing sector accounted for 9% of all retail soft drinks value growth in 2000 and 17% in the first half of 2001.
Petrol stations achieve an extraordinary 43% of retail energy and sports drink value, boosted by impulse purchases from chilled cabinets.
A mere 25% of retail energy and sports drink value is sold through hypermarkets, supermarkets and smaller shops combined.
Drinks wholesalers have failed to take advantage of energy and sports drinks, gaining under 5% of national sales.
"There is a real opportunity to double this market by 2005," observes Zenith Chairman Richard Hall. "Energy and sports drinks already have remarkable levels of public awareness in Germany, but this is not being fully converted into action by consumers, partly because retailers do not yet make the most of the opportunity on shelf.
"Energy and sports drinks offer premium prices, high returns, rapid growth and appeal to younger consumers," he continues. "Chilled cabinets, extra weekend displays and multipacks are three key ways to boost sales. But too many outlets do not stock even the leading brands - Red Bull, Gatorade and Flying Horse. Energy and sports drinks are all about performance. Most of Germany's retailers are underperforming".
Zenith's 20 page Retailer Briefing on Energy and Sports Drinks in Germany analyses the market, segments, brands, distribution and consumers. Contact Zenith International on tel +44 (0)1225 327900 or e-mail info@zenithinternational.com.
Notes for Editors
For further information, please contact:
Richard Hall or Jason Holway, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
Tel +44 (0)1225 327900 Fax +44 (0)1225 327901
