The New Era of Sports Drinks: 10 Case Studies

Find out what marketing strategies help drive results and build brand image of sports drinks

Report covers main trends shaping the sports drinks category, marketing approaches that selected sports drinks producers use and 10 marketing-focused case studies of some of the most interesting and somewhat innovative products from the sports drinks category.

  • Learn what marketing strategies drive best results
  • Understand what led 10 sports drinks brands to marketing success
  • Learn 5 key trends that are driving sports drinks category
  • Learn about top opportunities in the category

Goal of this report is to help you understand what marketing strategies help drive results and build the brand image of the above listed products, as well as provide you with insights about opportunities for new sports drinks.

This report focuses on qualitative research rather than quantitative. By digging deeper into marketing of the selected 10 sports drinks brands, we are providing valuable insights that could also be adapted by those willing to launch sports drinks brands of their own.

Table of contents

  • Executive summary    7
  • Introduction    9
  • Sports Drinks: Trends to Pay Attention To    10
    • TREND #1: Raising health concerns    11
    • TREND #2: Shift towards functionality-focused beverages    13
    • TREND #3: Packaging: functional, convenient and eco-friendly    14
    • TREND #4: Growing importance of e-commerce    15
    • TREND #5: Niche market instead of mass market    16
  • Marketing Strategies and Tactics that are Key to Success    18
  • Products    18
    • Sensory properties    18
    • Perception: a drink has to look and taste like a sports drink to be perceived like one    18
    • Convenience of the product    19
    • Health benefits & functionality    20
    • Approved for sports and health claims    21
    • Innovation & Differentiation    21
    • New form to an ‘old’ product    22
    • Star (trending) ingredients    22
  • Promotion and Communication    23
    • Brand ambassadors    24
    • Event sponsorship and active participation    25
    • Sampling    25
    • Educating the consumer    25
    • Engagement through social media & digital media    26
    • Positioning    27
    • Price    28
    • Distribution channels    30
  •  CASE STUDIES 32
    • 1. BODYARMOR SuperDrinkTM – Superior Hydration    33
    • 2. MiO>>Fit – Flavor that Fits    37
    • 3. BCAA 5000 – Fatburner and so Much More    40
    • 4. NOCCO BCAA – Free from Preservatives, Only Natural Colors and Flavors    42
    • 5. Overly – Greater Performance from Nature    45
    • 6. Daionic Pro Nutrition Shake – More Protein than In Any Other Sports Nutrition Drink    48
    • 7. EXTREME Sports Drink – Designed to Keep You Going    50
    • 8. Go Body – Makes You Feel Good    52
    • 9. GoodOnYa Hydrate – Every Ingredient Matters, Because You Matter    54
    • 10. The Right Stuff – Serious Hydration for Serious Athletes    57
  • Nutrition and Health Claims in the European Union: General Terms    60
    • Novel Foods in the European Union    61
    • Additional labeling information    61
  • APPENDIX63
  • Table 1: Changes in Sports Drinks Volumes in Europe by Country 10
  • Table 2: Relation between importance and willingness to pay premium for selected attributes 12
  • Table 3: Flavor map 19
  • Table 4: Functions of the sports drinks 20
  • Table 5: Authorized nutrition and health claims 60
  • Table 6: Functions and ingredients of discussed sports drinks 65
  • Table 7: Prices of sports drinks covered in the report 67
  • Table 8: Technology, packaging and shelf-life 68
  • Figure 1: Key components of a market-ready product 18
  • Figure 2: Most common promotion and communication methods 24
  • Figure 3: Main communication lines 27
  • Figure 4: Positioning map 28
  • Figure 5: Price of sports drinks per liter (EUR) 29
  • Figure 6: Price of sports drinks per serving (EUR) 30
  • Figure 7: Most common distribution channels 31
  • Figure 8: Markets in which the discussed products are distributed 64

Sample pages

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What industry experts liked about this report?

Eric Schnell (Co-Founder BeyondBrands)
Eric Schnell
Co-Founder BeyondBrands

The New Era of Sports Drinks report is the type of deep dive with hands on research and market insights that I find most helpful when studying a specific category or sector within the international beverage landscape. I found the level of knowledge gained within each of the 10 case studies to be advantageous in really getting a look under the lid of what makes these brands unique and what types of challenges and successes can be gleaned from them. This report will most definitely help our company have the inside intel that will allow us to serve our clients in evaluating this category.

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