Sports drinks market benefits from aggressive marketing

2 Sep 2013

The latest BMi Research report on the sports drinks market in South Africa notes that players in the industry ascribe the increase in volume from 2011 to 2012 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.

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Sports drinks, which primarily consist of water, carbohydrates and electrolytes (sodium, chloride and potassium), are designed to assist the body in replacing fluid and electrolytes. The 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 from energy drinks makers planning to introduce energy drinks with nutritional benefits.

The packaging demand for sports drinks is dominated by PET bottles. The 500ml packaging size has 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.

Sports drinks market benefits from aggressive marketing

The bottom end of the retail channel experienced a high increase in volume and in return grew in share followed by a top end 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 decrease in volume and share when Gauteng decreased in share and remained static in volume.

BMi Research specialises in consumer and industrial research in various sectors, including the retail market. For more information, go to www.bmi.co.za.