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Will novel products give SA’s Sports and Energy Drinks market the much-needed kick it needs?

Based on the massive de-energising effect of the COVID-19 pandemic on the Sports and Energy Drinks market, market players are looking for new and innovative ways to meet capricious consumer demands. One way market players are achieving this, is by offering unique and distinct products that stand out from their competitors and capture consumers’ attention. This includes products offering exotic and distinctive flavour combinations, added functional benefits and even products containing Cannabidiol (CBD). Market players are hoping that these product innovations will give the overall Sports and Energy Drinks market the much-needed kick it needs.

Insight Survey’s latest SA Sports and Energy Drinks Industry Landscape Report 2021, carefully uncovers the local and global Sports and Energy Drinks market (including the impact of COVID-19), based on the latest information and research. It describes the latest global and local market trends, innovation and technology, drivers and challenges, to present an objective insight into the South African Sports and Energy Drinks industry environment, and its future.

In 2020, the value of the global Sports Drinks market was estimated to have reached a value of US$24.6 billion, while the global Energy Drinks market was valued at approximately US$57.4 billion, as illustrated in the graph below. Furthermore, over the next five years, the global Sports Drinks market is predicted to grow at a compound annual growth rate (CAGR) of 4.1%, whilst the Energy Drinks market is predicted to grow at a CAGR of 7.0%.

Source: PRNewswire; BusinessWire. Graphics by Insight Survey

In South Africa, the local Sports Drinks market declined in terms of retail value RSP, between 2019 and 2020. However, the local market is forecast to recover and grow at a CAGR of approximately 2.3%, between 2021 and 2025. Furthermore, the Energy Drinks market also contracted between 2019 and 2020, and is likewise expected to grow by a 2.6% CAGR, over the same forecast period. This growth is being fuelled by the rise in specialised Sports and Energy Drinks products, and more affordable product price points, by South African market players.

Across the globe, more Energy Drink consumers are seeking out niche products, that offer specific benefits to consumers. This growing demand has led to increased consumer preference for products that offer additional functional benefits, beyond simply providing energy, as well as Energy Drinks containing nootropic ingredients and fortified rehydration-focused Sports Drinks. One such example is Soylent Nutrition’s recently launched Soylent Complete Energy product, that is created using nootropic nutrients, designed to support brain function.

This trend has also been seen in the South African market, with more manufacturers relying on unique product offerings to stand out from their competitors. This includes offering hybrid flavours, created using exotic flavour combinations, as well as offering fruity flavours popular with consumers looking to take advantage of fruits immune-boosting properties.

Market players have also launched limited-edition flavours which are novel and unique. One such example is Switch Energy’s Limited Edition Jelly Babies and Marshmallow flavours, which may be additionally appealing to consumers, due to their temporary availability.

Furthermore, Energy Drink products containing CBD are also becoming increasingly popular, due to the wide variety of health benefits CBD offers. This trend has been evidenced by large manufacturers such as Distell, which recently acquired a 20% stake in RETHINK, a South African CBD brand that produces several CBD-infused products, including a CBD energy shot.

In addition, Distell also recently launched a non-alcoholic version of its Hunter’s Extreme Energy product. This product is specifically designed for consumers who choose not to drink, or prefer to drink less, offering consumers a de-alcoholised apple ale which also serves to boost energy.

Another unique Energy Drink product launched in South Africa is Woodlands Dairy’s KICK Energy Drink product launched under its First Choice brand. KICK is a milk-based Energy Drink, which is designed to simultaneously satisfy hunger, as well as to boost energy.

The South African Sports and Energy Drinks Industry Landscape Report 2021 (116 pages) provides a dynamic synthesis of industry research, examining the local and global Sports and Energy Drinks industry (including the impact of COVID-19), from a uniquely holistic perspective, with detailed insights into the entire value chain – key global and South African market trends, innovation and technology, drivers, and challenges, as well as manufacturer, distributor, retail, and pricing analysis.

Some key questions the report will help you to answer:

  • What are the current market dynamics of the global Sports and Energy Drinks industry?
  • What are the key global South African Sports and Energy Drinks industry trends, innovation and technology, drivers, and challenges?
  • What are the market size value and volume trends in the South African Sports and Energy Drinks market (2015-2020) and forecasts (2021-2025), including the impact of COVID-19?
  • Who are the key manufacturers, distributors, and retail players in the South African Sports and Energy Drinks industry?
  • What are the prices of popular Sports and Energy Drinks brands at retail outlets and convenience stores?

Please note that the 116-page report is available for purchase for R30,000.00 (excluding VAT). Alternatively, individual sections can be purchased for R12,500.00 (excluding VAT). For more information, please email or call our Cape Town office on (021) 045-0202 or Johannesburg office on (010) 140- 5756.

For more details and a full brochure: South African Sports and Energy Drinks Industry Landscape Report 2021  

About Insight Survey:

Insight Survey is a South African B2B market research company with more than 15 years of heritage, focusing on business-to-business (B2B) market research to ensure smarter, more-profitable business decisions are made with reduced investment risk.

We offer B2B and industry research solutions, to help you to successfully improve or expand your business, enter new markets, launch new products, or better understand your internal or external environment.

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