Energising the Soft Drinks Category

Did you know that sports and energy is the fastest growing sector in soft drinks, worth £998m1?

Coca-Cola Enterprises Ltd’s (CCE) portfolio, which consists of Powerade, Relentless, Monster and Powerade Energy, continues to contribute significantly to this growth2.

Powering Up Sales in 2012

Powerade Sports Drinks (ION4 and Zero) is the second largest sports drink brand, worth a combined £33.3m3.

This month sees the start of the London 2012 Olympic and Paralympic Games and as the official fitness drink, Powerade will be hydrating TeamGB athletes throughout. During Games Time, the brand will be supported by a significant and iconic media campaign to drive awareness, including outdoor, key travel routes and on-site activation.

In March, Powerade launched an exclusive on-pack promotion giving away a Powerade Olympic Games Sports Bottle free with every purchase. The iconic sports bottle, which features the Olympic Games rings, is an exact replica of what will be used in the Olympic Village and by all athletes competing in London. The promotion runs until the end of October and features on promotional packs of Powerade ION4 and Powerade Zero.

Innovating in Energy

In the first quarter of 2012, energy remains the fastest growing sector in soft drinks4. To capitalise on this growth, CCE launched Powerade Energy in 2011, the first soft drink to provide ‘Dual Energy’, which meets the consumer need for ‘Sustained Performance Energy’.

CCE’s leading energy brand Relentless, which is now worth over £63m, having grown by 13.7% year on year5, introduced Relentless Apple & Kiwi this May, taking its range to six variants. To coincide with the new flavour launch, the entire Relentless portfolio has also undergone a bold makeover. The new packs have a brighter, eye-catching design for greater stand-out and to ease shopper choice.

Another key brand in the CCE portfolio, Monster, is now worth £55.3m and has experienced growth of 43.2%6 in the last year. New to the range is Monster Rehab. A mixture of tea, lemonade and Monster Original, enhanced with electrolytes, it is designed to refresh and re-hydrate and is aimed at consumers looking for something ‘the morning after’ a late night.

Stuart Agates, head of Energy at Coca-Cola Enterprises comments: “The trend towards sports and energy products shows no sign of slowing in 2012, therefore it is vital that vending operators are stocking a selection of brands to meet consumer demand, especially in locations such as leisure centres, workplaces and travel hubs, where consumption is high.”