New Market Study Published: Sports and Energy Drinks in the United Kingdom
Sports and energy drinks saw off-trade value sales growth of 13% in 2011, compared to the corresponding growth of 11% seen in 2010. This was not only due to the stronger demand seen for leading brands, but also due to the increasing number of cheaper private label products and new brands. These appealed to consumers of sports and energy drinks, which remained predominantly young, sporty and male consumers, as the country continued to struggle economically.
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