Sparks of energy

The Energise range includes Energise Sport and Energise Edge, which both focus on offering quality and value-for-money

Energy drink brands have diversified into different flavours and formats; delivering greater convenience and value for consumers and successfully pumping up interest within the overall category, writes Gillian Hamill.

Brand Central

18 February 2013

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Energy

AT A GLANCE: ENERGY DRINKS

The sports nutrition market is worth €2.7 billion globally (Source: Bord Bia)
The sports and energy segment within the soft drinks category has recorded growth of 84% since 2006 to reach €1bn in 2011 (Source: Mintel UK)
Energise is the only sports and energy brand that is 100% produced in Ireland
Monster Energy is the largest selling energy drink in the USA
Monster Energy is the second largest stimulant energy drink in Ireland (Source: Nielsen: figures to June 2012)
The Monster brand added €1 million of value to the energy drinks category in Ireland in 2011
Monster Energy claims to provide the most sought-after 500ml can energy drink in Ireland
M-150 sells over 1.6 billion units in Asia per year and is the number one energy drink in Asia

While value-for-money within the sports and energy drinks market has become an increasingly important consideration for consumers, convenient single serve drinks nevertheless offer retailers strong margins. Most of the segment’s growth to date has been achieved by increasing usage rates amongst core consumer groups, with further scope remaining to attract sections of the population that have not traditionally been regular consumers of these drinks.

Orla Donohoe, Food and Beverage Division, Bord Bía, reported in December 2011, that a new report from Mintel outlined how the sports and energy segment within the soft drinks category was continuing to show impressive growth in the UK with the market recording growth of 84% since 2006 to reach €1bn.

Donohoe states: "This growth has been driven by the demand among younger consumers for additional sources of energy to support a busy, active and time-pressured lifestyle."

She adds however that leading drinks brands are facing increasing competition from cheaper (yet premium) own-label variants and more recently a number of new branded entrants targeted specifically at females.

To counteract this trend, Donohoe believes the big brands need to broaden their target market beyond the traditional customer base of younger males to appeal to older consumers in general and females in particular.Following the natural wellness trend

Mintel’s report on NPD for this segment for the first half of 2011 also showed that there is a strong trend for health claims in NPD launches. In Mintel’s review, the low/no/reduced sugar claim accounted for a 16% share of the market, up 10% compared to the previous review period. Sports and energy drinks have not escaped the general naturalness trend witnessed across food and drinks markets, according to Donohoe, with a growing number of consumers looking for products made without artificial ingredients.

While most energy drinks are aimed at younger consumers, there is potential to target the older generation through fortification with vitamins (e.g. B vitamins) and minerals.

Annette Kenny, Consumer Foods Division, Bord Bía, has also reported that over the past five years, the global energy drink market has seen average volume growth of some 14% annually. Regionally North America is the leading player, followed by Asia Pacific, with Western Europe coming in third.

"It would seem that sales are driven in large part by the range of drinks available, including the more recent energy shots, as well as changing consumer attitudes," said Kenny. "Younger consumers are one of the main users due to their taste and image characteristics while their use as a mixer with spirits is also contributing to the growth of the category."

Following the natural wellness trend

While most energy drinks are aimed at younger consumers, there is potential to target the older generation through fortification with vitamins (e.g. B vitamins) and minerals.

Annette Kenny, Consumer Foods Division, Bord Bia, has also reported that over the past five years, the global energy drink market has seen average volume growth of some 14% annually. Regionally North America is the leading player, followed by Asia Pacific, with Western Europe coming in third.

The Energise range includes Energise Sport and Energise Edge, which both focus on offering quality and value-for-money

Fuelling a winning performance

Energise is the only sports and energy brand that is 100% produced in Ireland. The range includes Energise Sport and Energise Edge, both delivering top quality products at a great price.

Available in Orange and Mixed Fruit flavours, Energise Sport’s isotonic formulation, with electrolytes and added vitamins, enters the blood stream faster to ensure hydration and fuel a winning performance. Since its launch in 2003, Energise Sport has been the official sports drink to the Gaelic Players Association (GPA) and money from every bottle sold goes back to the Gaelic players and the GPA, funding player welfare and education initiatives. The brand also has a close connection with rugby and was recently announced as the Official Sports Drink to Munster Rugby.

BPM

In May 2012 Energise Sport launched two great value €1 PMP packs which fuelled success by tapping into the consumer desire for high quality sports drinks at a value price. The company says these packs were an immediate success and Energise Sport has more than doubled its value share.

The launch of the Energise Edge 440ml can in September has built on this success, showing how the combination of great quality and great value stimulates consumer demand.

Relentless pursuit of sales

Energy brands, BPM and Relentless Energy Drinks have recently launched new immediate consumption packs focusing on the different energy needs of their predominantly male 16-29 year old consumers. BPM which delivers a great tasting day-time energy lift, has launched a 330ml can product at a RRSP of €1 to build on the value trend within the segment, while Relentless now delivers a great tasting energy kick to a wider energy audience with the introduction of its new 250ml bullet can option, with the Origin variant having a highly attractive RRSP of €1.09 per can.

Boosting profits a no brainer

The Boost brand says it has grown from strength to strength and now offers consumers a Boost Energy, Isotonic and Active range. This growth has been driven by a combination of innovative new packs, a very competitive price positioning, strong retailer margins and an excellent tasting product. According to the brand, consumers love the Boost no-nonsense approach.

The next 12 months promise to be an exciting period for Boost with the new addition of Tropical Mixed Berry to the isotonic range and an even more competitive price positioning on the energy range. Keep an eye out for significant marketing activity and a great new look across the energy range. Boost is distributed in Ireland by Gleeson, www.gleesongroup.ie.

Monster is the second largest stimulant energy drink in Ireland

Unleash the beast!

Monster Energy is the largest selling energy drink in the USA, and Monster has ‘unleashed the beast’ across Europe and the world, introducing new consumers to the great Monster taste.

Monster Energy is more of a lifestyle than a drink and with endorsements from great athletes and bands, it appeals directly to the consumers who like something out of the ordinary.

Local sponsorships, extensive sampling and endorsements from athletes such as Ken Block and Valentino Rossi along with the introduction of two great new flavours, Rehab and Ab Zero, have already made 2012 a record breaking year for the growth of the Monster brand in Ireland.

Monster is now the second largest stimulant energy drink in Ireland (Source: Nielsen: figures to June 2012) and is showing huge growth in a declining energy market. The Monster brand also added 1 million euro of value to the energy category in Ireland in 2011, while the market again was in decline.

Following on from the successful Ken Block on-pack promotion last autumn, Monster will be running more on can promotions this year with opportunities for consumers to win official Monster merchandise.

In Ireland, Monster is distributed by Gleeson, www.gleesongroup.ie, which has delivered strong results by making Monster Energy now the most widely desired 500ml can energy drink in the country. For more information, check out Monster and its athletes on Youtube and Facebook.

Mad Dog Energy Lemonade uses only natural ingredients

Mad for it!

Having received a strong reception during its first 12 months in Ireland, Mad Dog Energy Lemonade is starting to make its mark and has even bigger plans for 2013. With a major supermarket listing and support from independent retailers, Mad Dog Drinks feels the time is right to facilitate a further brand awareness campaign. The company has gained a large Facebook following in Ireland and will be working hand in hand with universities and local amateur sports clubs to promote its product. The company will also focus on raising money for local community charities.

Mad Dog Energy Lemonade believes it has a strong point of difference from the rest of the energy drink sector, given that it is a fresh lemonade which tastes great. Using only natural ingredients it still delivers all of the energy properties to be found in other leading energy drinks but without any stickiness and aftertaste. As a premium brand available in today’s Irish marketplace it also represents value for money with an extremely competitive RRP.

Mad Dog is distributed by Vescoro/Kelly Hunter in Ireland. For more information or to make an order, contact Vescoro Ltd by emailing info@vescoro.com or telephoning 01 2711831.

Shark contains natural caffeine, natural strawberry extract and dextrose

Shark is on the attack

Shark was launched in Ireland back in 2000.

Shark states it is one of the only energy drinks on the Irish market that contains natural caffeine extracted from the coffee bean as most others contain synthetic caffeine. Shark also contains natural strawberry extract and dextrose.

Shark Still Shot offers the consumer a premium product at a budget price of €1.This product is a quick and easy way for consumers to stimulate their nervous system, whenever they are mentally or physically tired.

Shark Still Shot increases reaction speed, improves concentration, adds strength and prolongs stamina. Whether the consumer needs to study for an exam, be fresh in the morning after a night on the town or need perking up before a long drive, Shark Still Shot believes it has got what it takes. On top of that the healthy cocktail of B vitamins contained in Shark Still Shot is believed to be extremely good for an individual’s health.

Shark products are available from Energy Distribution Ltd on 01 835 9751 or by emailing info@sharkireland.ie.

M-150 is Asia’s best-selling energy drink

M-otivated to succeed

M-150 was launched in Thailand in 1985 and currently sells over 1.6 billion units in Asia per year making it Asia’s number one energy drink.

M-150 is non-carbonated and contains 67mg of caffeine per 100ml and is sold in a 150ml glass bottle. This is also available from Energy Distribution Ltd on 01 835 9751 or by emailing info@sharkireland.ie.

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