The category grew by 51% between 2004 and 2008, and, with major companies such as and investing heavily, the trend looks set to continue.
In 2008 484m litres were consumed, with value sales of £941m. This year Mintel estimates that the market will reach 525m litres and a value of just over £1bn.
Mintel also predicts that value sales will increase by 48% to £1.5bn over the next five years.
Jonny Forsyth, senior drinks analyst at Mintel, said: ‘Unlike other markets, such as smoothies, which were seeing impressive growth until the recession arrived, sports and energy drinks have continued to grow their value. Cash-squeezed consumers are viewing these products as value for money rather than a luxury, which stands in contrast to smoothies and bottled water, both of which have [suffered a sudden reversal of] growth.'
Young males tend to be the biggest drinkers of sports and energy drinks, but Forsyth says brands will need to target a new audience. ‘The challenge for the industry is to grow its user base by successfully targeting females, 35- to 54-year-olds and workers,' he said.
In 2008 energy drinks had a sales value of £716m compared with £225m for sports drinks.
There has been an emerging trend for brands to launch energy shot variants in the UK. GSK is set to roll out its first energy shot, Lucozade Alert Plus, next month, backing the launch with a £13m marketing investment. Coca-Cola rolled out its first energy shot in the UK under its Relentless brand in July.
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