Market Trends of UK Energy Drinks Industry
This section covers the major market trends shaping the UK Energy Drinks Market according to our research experts:
The Drinks Segment Dominates the Energy Drink Market
Consumers are changing their preferences with changing lifestyles. The significant energy components are caffeine, taurine, guarana, and the drink includes various other elements. The involvement of consumers in multiple sports and physical activities is one of the significant factors driving the energy drink market. Energy drinks are often consumed in drink format from cans and pet bottles for their ease of mobility and convenience to store. Additionally, these energy drinks are preferred as a mode of hydration to the consumer, consumed frequently. Many of the consumers have participated in several sports activities, such as running, fitness clubs, mountain tracks, and other physical activities, which results in lowering of energy in an individual's body, thereby, the consumers are opting for more energy drinks as the presence of caffeine in the drink helps to block adenosine which results in reducing of sleep, and the other ingredients provide energy that results as the consumer feels energetic. According to Sport England, in 2021, running will be the most popular form of taking part in sports activity, with approximately six million people in England running regularly. Fitness is the second most common sport, with 5.5 million regular participants in the same year. These factors tend to propel the drink format of energy drinks in the region.
Growing Influence of Endorsements and Social Media Marketing
With the growing importance of social media in a shopper's purchase journey, the companies are evolving and stepping up their advertising, marketing, and endorsement game across different channels of distribution, including supermarkets/hypermarkets, specialty stores, and online retail stores, among others, using television, radio, social media, magazines, and other print media as a medium for garnering consumer attention. Furthermore, these companies have been collaborating with sports clubs and tournaments and strengthening their presence on social media platforms, like Twitter, Facebook, and Instagram, among others, to garner consumer attention, promote their portfolio of offerings, and increase the visibility of their brand. With celebrities vouching for or promoting their products, brands can increase awareness, trust, and familiarity, which are important variables in the purchase decision-making process. Consumers feel more sympathetic toward a brand if its products are promoted by a celebrity they admire or relate to. It is just a straightforward psychological effect whereby the consumers subconsciously feel that by buying a product marketed by a celebrity admired; they will be able to replicate the celebrity's desired attributes or attract people who share their interests. This phenomenon is applicable even in the case of energy drinks. Thus, celebrity endorsements and social media marketing campaigns are seen as viable options for brands to increase awareness, build credibility, and promote products in the market studied, thus, driving the market growth in United Kingdom.
