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 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. These factors tend to propel the drink format of energy drinks in the region. Fitness is the second most common sport, with 5.5 million regular participants in the same year. ![]() 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. 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. Additionally, these energy drinks are preferred as a mode of hydration to the consumer, consumed frequently. Energy drinks are often consumed in drink format from cans and pet bottles for their ease of mobility and convenience to store. The involvement of consumers in multiple sports and physical activities is one of the significant factors driving the energy drink market. The significant energy components are caffeine, taurine, guarana, and the drink includes various other elements. For instance, in February 2021, the United Kingdom and Ireland's longest-standing esports tournament, the ESL Premiership, partnered with Beyond NRG, an emerging energy drink brand manufactured in the South East of the United Kingdom, with a focus on providing tangible benefits to competitive play.Ĭonsumers are changing their preferences with changing lifestyles. Additionally, the 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. As consumers who perform sports and physical activities daily, manufacturers focus on introducing sports-related energy drinks in the market. The energy drinks market is also projected to grow due to the increased promotional and advertisement strategies. Energy drinks with lower sugar content and natural ingredients are set to boom and continue attracting the attention of a more significant number of health and wellness-concentric consumers. ![]() Moreover, rising health-conscious consumers, growing consumer awareness regarding active lifestyles, and rising rates of lifestyle diseases have inspired health-oriented consumers to prefer healthy and sugar-free drinks. At the same time, long and erratic working hours and the increasing occurrence of social gatherings drive consumers toward energy drinks. Adolescents widely consume energy drinks due to their claims of improving performance, endurance, and alertness. Increased urbanization, rising disposable income, and growing consumer health consciousness contribute to the rising demand for non-carbonated drinks across the United Kingdom's market. ![]() The United Kingdom's energy drink market is projected to register a CAGR of 4.5% over the next five years.
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