Tired consumers have been highlighted as a key factor behind the rise of the sports and energy drink market.
A report by Mintel has shown the sector has grown from £1 billion in 2009 to £1.5 billion in 2014 and fatigue has played a big part in this. Energy drink sales have grown to an estimated 550 million litres from the 454 million litres recorded in 2011. Mintel noted that consumers are increasingly turning to these products when they are feeling tired.
The organisation surveyed British customers and found that 54 per cent saying they felt tired on a regular basis. This figure increased to 60 per cent in women. Workplaces can be stressful environments leaving many people having to stay in the office and struggle to manage their work-life balance effectively and thus end up feeling lethargic and generally worn out.
Mintel noted that this has prompted many people to consume energy drinks to perk them up through the day. Forty six per cent of Brits said they had drunk an energy drink over the past year but while 61 per cent said they had enjoy a sports drink in the same period, sales have dropped during the past three years.
The report found that between 2011 and 2014 sales of sports drinks dropped from 173 million litres to 156 million litres. Analysts believe that people are changing their preference when it comes to drink after participating in a sporting activity.
Speaking about the recent trends, David Zhang, research analyst at Mintel, said: "The decline in sales of sports drinks at a time when sports participation is rising highlights that consumers are opting for other sources of hydration when undertaking sports.
"With strong overlap between users of sports and energy drinks, cross-category competition between the segments looks likely to remain intense."