New Market Report: Sports and Energy Drinks in Spain

In 2013 the expansion of the usage and consumption occasions for sports and energy drinks allowed for the positive performance of the category in Spain, following a trend which started at the beginning of the review period. The efforts made by manufacturers in terms of communication and new product development were key in this regard, targeting other groups of consumers and coming up with healthier varieties, aimed at the increasing number of consumers with greater health awareness. As a result, sports and energy drinks significantly expanded beyond the population segments that originally consumed these products at the beginning of the review period; mostly athletes for sports drinks and younger consumers at night-time for energy drinks.

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Competitive Landscape

Cia Servicios de Bebidas Refrescantes was once again the leader in sports and energy drinks in Spain in 2013, with a retail value share of 53%. The dominance of the multinational can be attributed to its strong presence in sports drinks, in which it accounted for two thirds of retail value sales in 2013 with its brands Aquarius and Powerade. Within energy drinks the company held third position with a retail value share of 15% in 2013, with its brand Burn. In 2013, Cia Servicios de Bebidas Refrescantes continued to suffer from the effects of the economic recession on consumer spending, and the increasing preference for low-priced variants such as those from private label. The company witnessed a decline in its value share of two percentage points compared with the previous year.

Industry Prospects

It is expected that during the forecast period consumer demand for healthier varieties of soft drinks will continue to rise, and so will the need for functional products which contribute to revitalising and energising the body, to cope with the increasingly hectic pace of life in Western society. However, the recession, which is expected to continue at least until 2015, will continue shaping consumers' purchasing decisions, especially during the first half of the forecast period. This will continue to benefit the performance of the retail channel, and will drive the preference for low-priced products, especially within sports drinks, which is a category with lower brand awareness.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Sports and Energy Drinks industry in Spain with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sports and Energy Drinks industry in Spain, our research will save you time and money while empowering you to make informed, profitable decisions.



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