The on-the-go market has witnessed continued, robust growth over the past five years and this shows no signs of abating in the next five years. The demand for on-the-go products has been set in motion by significant shifts in the underlying structure of socio-cultural and economic patterns. These range from a progressively faster pace of life driven by technological advances to changing employment and household structures. The result is an ever more pervasive just-in-time culture and an increased need for mealtime flexibility. Consequently, this has attracted manufacturers and retailers to the potentially lucrative business of meeting consumers' convenience consumption needs on-the-go.
New innovations continue to hit the market, using more imaginative and sophisticated solutions for convenient out-of-home consumption. Consumers' breadth of choice on-the-go is constantly being expanded as manufacturers continue to specifically target these occasions. At the same time, on-the-go products are becoming available in more diverse locations as convenience channels expand their networks. In the wake of this activity, as manufacturers target underdeveloped occasions to a greater extent, it will become increasingly difficult to compete for share of on-the-go expenditure. These developments now prompt a reassessment of the on-the-go opportunity.
In this study, we will analyze the origin of the energy drinks market (I), in order to give an overview of this market, especially in Europe (II). Finally, we will try to define the future of the energy drinks market (III).
[...] In this study, we will analyze the origin of the energy drinks market in order to give an overview of this market, especially in Europe (II). Finally, we will try to define the future of the energy drinks market (III). PRELIMINARY CHAPTER: DEFINITIONS In order to understand the subject, it is important to define the different concepts that we are going to explain. The functional drinks: Drinks which correspond especially to a particular moment or action. The on-the-go consumption: It may now be defined as out-of-home consumption in non-conventional locations. [...]
[...] PART III: THE FUTURE OF THE ENERGY DRINKS MARKET THE KEYS OF THE MARKET FOR THE INDUSTRIES: Recognize functional opportunities: There is a very strong connection between functional drinks and the on-the- go occasion, which could be exploited completely. A major opportunity exists to target nutraceutical solutions at consumers' daily stresses and strains, which are being compounded by increasingly hectic and pressured JIT lifestyles. This opportunity is greatest during the on-the-go occasion, since this is when there is greatest need for them. [...]
[...] The UK had the largest horeca market for energy drinks in the world in volume terms in 1999, following explosive growth in the use of Red Bull as a mixer in bars, pubs and night clubs. The US displayed the fastest growth of volume sales of energy drinks through the horeca channel in 1999, although this paled in comparison to the absolute volume growth achieved in the UK market. A pattern to the subsector's development has emerged across many markets, including the US, whereby sales are driven by word-of-mouth and curiosity about the product, mainly from younger people. [...]
[...] In the UK, one reason for the increase in leisure consumption of juices, carbonates and energy drinks is the increase in mixed and premixed alcoholic drinks which have grown since 1997. Fast food restaurants are also key outlets for hot and soft beverage sales. In the US, where fast food consumption is the well-developed, the competition for exclusive supply contracts with leading restaurants is fierce. While in Europe, the UK has the highest expenditure on fast food followed by Germany and France, with Spain and Italy having the lowest European expenditure on fast food. [...]
[...] Hence, energy boosting products represent the key opportunity now, the other areas of nutraceuticals, which became more important in the drinks market as a whole, also play a key role in the on-the-go consumption. Some energy drinks are classified as medicinal drinks, or forbidden drinks, because of their content, and it is a drawback for some brands. Also, some people use and abuse of those drinks, in a way which can be dangerous for their health, and sometimes for their life. [...]
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