“Sports and energy drinks includes beverages, vitamin water or highly caffeinated drinks with additives claiming to increase energy and boost nutrition. In order to stay hydrated consumers prefer sports and energy drinks. They consume it at their leisure time, at play and also at work. These sports and energy drinks or products are available in form of powder, liquid and tablet. Tablet and powered form products are consumed by mixing it with water. Energy shot is an emerging category in energy drink segment. These sports and energy drinks include alcoholic and non-alcoholic drinks which are facing strict regulations in few of the countries whereas gaining popularity in others. Apart from pricing, manufacturers try to differentiate their products based on packaging and ingredients.
European sports and energy drink market is driven by appealing positioning done by the companies in Europe. These drinks are made for overworked people, teenagers, athletes and college students. Athletes are the major consumers of sports and energy drinks in Europe.. Companies are targeting specific consumer needs such as boosting energy and staying hydrated and hence marketing their products to enhance the market share. Re-positioning the brand with less calorie ingredients has boosted the market growth.
The report analyzes the market based on type of sports and energy drinks. It provides detailed analysis on distribution landscape and potential of various distribution channels such as retail, on trade, vending machines and others. The study also outlines the European food & beverage market. Country specific trends and market dynamics are also covered in the report.
Some of the key players in the Europe sports and energy drink market include:
· Red Bull
· Britvic PLC
· Coca-Cola Co”
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