News
Sports and advanced hydration: how we are leading the growth
01/08/2024
Stephen Lusk
The sports and advanced hydration category is growing, and CCEP is leading that growth. With the recent Olympics, we are building on this momentum, responding to consumer trends and maximising on this key selling moment – with our new Powerade flavour, Powerade Golden Mango.
Insights & category trends from Oliver Crick, Director, Group Commercial Development
Not only is the category growing across CCEP markets (by 9.1%1), it’s also trending amongst consumers. Here’s what the latest data is telling us:
- Consumer needs are moving towards drinks that provide fuel and functionality2
- Consumers have a daily need for a physical boost and health uplift3
- There is growth potential in all markets, with average consumption in the US far outweighing that of any CCEP markets
On top of that:
Sports drinks have the highest % of impulse buying *4
9/10 people have never tried a product in the category *5
Powerade is the number one global sports brand outside the US. In Europe, it’s currently outperforming competitors and the category as a whole6. Germany has been leading the way, with a new Zero variant attracting new consumers. Our great execution, including instore displays, innovation on flavours and packs, and sport themed digital communications has all supported this growth.
I’m really excited about how the brand has grown, and I’m confident there is more to come. We want to expand our audience to all casual athletes, partly by introducing new flavours and accelerating Zero options. We want to go further in the category - with more campaigns, partnerships and more great execution, hand in hand with our customers.
Major sporting events like the Euros and Olympics are key selling moments for us and for our customers. They give us a chance to increase the visibility of our brands. They create the space for us to push Powerade to an broader audience, capturing the sporting momentum, and going beyond performance athletes.
In June, ahead of a busy summer of sport, we launched Powerade Golden Mango7. By putting the Olympic rings on the packaging, we are placing Powerade firmly front of mind for consumers. The global launch is being supported by The Coca-Cola Company’s “Pause is Power” campaign designed to support athletes' mental and physical wellbeing. Watch the video below.
This is on top of our powerful in-store activations, extensive digital communications and high brand visibility during the summer of sport. This includes the Euros, where Powerade was the drink that refreshed and hydrated all national teams and their fans, and prominent in-store displays filled shops across our markets.
Off the back of a successful launch in Australia (where it's called Powerade Gold Rush), I'm confident Powerade Golden Mango is going to be a hit during 2024's summer of sport. We're well placed to lead the growth in the sports category and create even more value for customers while we do it.
1 Nielsen Data to w/e PH 23.05.24, GB 25.05.24, ES PT DE, FR BE NL SE NO & NZ 26.05.24, IND 31.05.24. AUS IRI Data to w/e 26.05.24.
2 Shackleton & Global HI cross-cat megatrends
3 The future of beverages in Europe 2023-2026 Retail Vision
4 360 Activation Project Dec’21; HHP+ Europanel / Kantar/ GFK
5 Hydration Performance Review – 2023FY – TOTAL EU, Industry value growth assumption + Beach EU
6 Business Pulse Report YTD P5 2024
7 In some CCEP markets