SECTOR CAPSULE: SPORTS AND ENERGY DRINKS

IN INDIA
26 Jul 2012
HEADLINES
The sports and energy drinks category records 39% total value growth in 2011, to reach Rs7.6 billion
New players enter energy drinks in India like Hector Beverages Pvt Ltd enter the Energy Drinks market.
Sports drinks records the fastest total value growth, with a rise of 53% in 2011
Both sports drinks and energy drinks see current off-trade unit prices rise by 3% in 2011
In 2011, Red Bull GmbH and PepsiCo India Holdings Pvt Ltd continue to dominate energy drinks and
sports drinks respectively
A CAGR of 32% in total volume terms is expected for sports and energy drinks over the forecast period

COMPETITIVE LANDSCAPE
Red Bull GmbH enjoyed a large lead over its competitors to record a 71% off-trade value share within
sports and energy drinks as a whole in 2011. PepsiCo India Holdings Pvt Ltd was ranked second with its
Gatorade brand registering a 16% of off-trade value share. In terms of individual categories, the Red Bull
brand held an 88% off-trade value share in energy drinks while Gatorade dominated sports drinks with an
81% share in 2011. Cloud 9 and Burn, from Goldwin Healthcare Pvt Ltd and Coca-Cola India Pvt Ltd
respectively, are the only other notable brands in energy drinks while 100 Plus Isotonic Drink from ATC
Beverages Pvt Ltd is the only significant competitor to Gatorade in sports drinks.
Within sports and energy drinks as a whole, Red Bull GmbH recorded the highest increase in off-trade
value share in 2011, rising by four percentage points to 71%. Within energy drinks, the company’s rise in
share was even stronger, at six percentage points to 88%. The Red Bull brand is presented in attractive
packaging, which is designed to give it a premium look. The company used television advertising as a
medium to promote the brand, using comical advertisements and the slogan “It gives you wings”. Red Bull
dominates the energy drinks category because of its strong brand name, heavy advertising and strong sales
network spanning both on-trade and off-trade channels.

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 NATIONAL BRAND OWNERS AND THEIR BRANDS
Company Name (NBO)
ATC Beverages Pvt Ltd
Coca-Cola India Pvt Ltd
Goldwin Healthcare Pvt Ltd
PepsiCo India Holdings Pvt Ltd
Red Bull GmbH
Source: Passport by Euromonitor International
Brand (GBO)
100 Plus (Fraser & Neave Ltd)
Burn (Coca-Cola Co, The)
Cloud 9 (Goldwin Healthcare Pvt Ltd)
Gatorade (PepsiCo Inc)
Red Bull (Red Bull GmbH)

FORECAST

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 DEFINITIONS AND METHODOLOGY
Sports and Energy Drinks
This category is the aggregation of sports and energy drinks.

Methodology
This report is derived from Euromonitor International’s Passport information system. Industry
research is carried out by a global team of more than 600 in-country analysts and is based on a core
set of research techniques:
National-level desk research, company research and analysis, store checking, trade interviewing with
national players and market analysis
International-level desk research, multinational company research and analysis, trade interviewing with
international players and market analysis

© Euromonitor International 2012 www.euromonitor.com

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