Raise your Can

If you have time walking around Auchan, Carrefour or any supermarket in Paris finding some kinds of sports drinks, the only brand you may see is Powerade, a product from Coca-Cola. Where are Gatorade, VitaminWater, PocariSweat, and the other competitors? Is this the selective distribution strategy of Pepsi (the mother company of Gatorade) or it's just because Coke has overpowered Pepsi in the French market? Standing in a specific zone in a supermarket, you can easily see that some brands really dominate the shelf while some others only take a small space. This arrangement partly depends on a rule in distribution, the rule of “fair share ". Base on this rule, brands which have more market share can take equivalent space in the shelves. For example, in Auchan, if you see more products of P&G than Unilever, it means P&G are winning bigger market share than Unilever. Is the story the same with sports drink industry? Let's get back to talk about how main ...

In  North American energy drink market, another big market player is arouse up, its market share reached 39% in 2014, which is almost approaching market share of Red Bull (approximately 43%）. By 2015, Monster's share of the US market has reached 52.8%, surpassed Red Bull. Monster has became the leader which belongs to Red bull before. and then they moved their step to China. The monster has been determined to be the brand name of “Magic Claw”in Chinese market. It's the first step which has some benefits with a localization name. It has entered China in September 2016 and the products have appeared in supermarket  in some cities such as Beijing and Shanghai. According to Nielsen's annual data, sales of energy drink market in China increased by 6.9% in 2015. And the contribution from new products reached 90% ,which means the Chinese energy drink market is rapid growing period. By leveraging of the  distribution channels of Coca-Cola, the mon...

The global sports beverage market is expected to reach 28.05 billion in 2018, with a compound annual growth rate of 8.6% expected during the forecast period. Sports drink refers to a product that helps athletes replenish electrolytes with water instead of water before and after exercise. They are born for sports and help athletes improve their athletic performance. Gatorade is well known as a sports brand under Pepsi Company, and Gatorade has been a leader in sports drinks for more than 10 years worldwide. With more than a decade of international marketing and the popularity of sports drinks, Gatorade has achieved great success in the global sports beverage market, with Gatorade's market share of 77% in the US sports beverage market. In the Asian market, Gatorade also has a market share of nearly 70%.  on the other hand, the second biggest player is Powerade which only occupied around 18% market share in world-wide. Therefore, Gatorade owns such tremendous advantage such a...

The United State may be the biggest market for sport drink, however, Asian is truly the most potential market. Not a single big giant company want to ignore this “big cake Asian”. However, the Asian market is remarkably fragmented, with different level of development in different regions, and each region or area has distinctive characteristics. That’s why every big brand often decides to create a new product in a particular sector for Asian market, to adapt to local culture, insight and behaviour. Sport drink sector is not an exception. Despite the dominance of PepsiCo’s Gatorade and Coca-Cola’s Powerade in the US, in Southeast Asia,  people are not familiar with those brands. Therefore, Coke made the first move. In 1983, to battle with a local brand called Pocari Sweat in the Japanese market, Coke introduced Aquarius as a grapefruit-flavoured sport drink. Aquarius, very quickly, have become the most favourite sport drink in Japan. To replicate this success, Coke con...

Before getting into some brand details, let me explain you how I discovered the brand Heroic Sport. It is quite a funny story ! A few days ago, i was watching a football match between Paris Saint-Germain and Liverpool. As a PSG team fan plus, a millennial, one of my post match ritual is to check all Instagram accounts related to PSG. So I started to stalk different team players, including those on the team bench. And here comes the turn of Lassana Diarra! To be honest, I did not know a lot, if nothing at all about him. Well, I knew at least that he plays in the French Football Team. As you can imagine, it is almost mandatory to know all French team player names in 2018, even those who were not in Russia. Let's go back to the point! I saw on one of his post some sport drink bottles. Naturally, since I contribuate to this blog, my interest in this kind of drink has tripled. So I clicked on the page @heroicsportdrinks mentioned in the caption. Here it started to be very intere...

If we talk about Redbull, the first thing that comes to your mind is sport related. But how this Austrian brand created in 1984 by Dietrich Mateschitz and producing energy drinks, succeeded in building its name in the sport industry ? To begin, you must take a look at their website Screenshot from RedBull's website The first thing to look at is the layout of the homepage. The site welcomes us with a series of sporting events. On the top of the page, the menu offers in this order: Videos - Events - Athletes - Products. As if Redbull was only about promoting sport events and that the famous blue cans were just a complement to gain money.  More than just an energy drink, the brand offers a unique experience to its consumers. Far from its competitorrs, the brand has decided to stake everything on the content. Distributed in more than 170 countries, Redbull excels on social networks. For example, on the famous video platform Youtube, the brand channel has 7.8 milli...

“The Global Sports Drink Market was worth USD 4.62 billion in 2016 and estimated to be growing to reach USD 5.92 billion by 2021” (Reuters). This market has not shown any sign of downward trend since sports drink remains one of the most promising non-alcoholic products. Consumers perceive sports drink as an “active nutrition" product, a healthier beverage than other energy drink or ordinary soft drink, a method for dehydration when doing physical activities. The coming years are going to observe the “bio" trends among consumers. They are more likely to look for a healthy product, something with fresh , organic origins. The beverage with caffeine, sugar and other “not so healthy" ingredient stand a higher chance to be excluded from consumers' s choices. Brands have to adapt their products to address their consumer's concern. Let's take a look with these 4 most significant trends, which, more or less, will drive the sports drinks industry ...