Overview:Energy drinks

500ml-Mountain-DewSegment Overview

The Glucose and Stimulant drinks segment continues to drive the overall Soft Drinks market. Sales rose by 18% versus last year, in terms of value. To break the segment down further, stimulant drinks were up 23%, whereas glucose drinks have grown at an equally respectable 12%.

Consumers petitioned in their thousands to get Mountain Dew Energy on the shelves in the UK. Their wish was granted in May 2010 and Mountain Dew Energy has proved a popular addition to the glucose/stimulant drinks segment, adding £3.4 million in value.

Latest NPD into the Energy category

Britvic and PepsiCo UK are expanding their carbonated citrus energy drink Mountain Dew Energy range with the introduction of a new 440ml can in February. The launch of the 440ml can format is the first of its kind and introduces real differentiation to the category, offering retailers the opportunity to capitalise on the £665m UK glucose and energy drinks category that is growing by 18%*.

Increasing stand out in the category

The new format responds to consumer demand for a glucose energy can in a 440ml format, especially in convenience outlets. Mountain Dew Energy offers consumers the perfect on-the-go energy boost, appealing to 18-24 year olds with its youthful personality and vibrant design.

The 99p price marked can, will join the 500ml PET format, launched in May 2010. The new 440ml format will broaden consumption occasions and appeal of Mountain Dew for energy consumers through the different pack formats. The 440ml can range will also be extended later this year with the launch of Sugar Free Mountain Dew. Mountain Dew Energy was the number one new product introduced to the energy segment in 2010**.

Lisa Gibson, Mountain Dew Senior Brand Manager at Britvic, commented: “Canned energy drinks have the largest share of the canned soft drinks market, with growth in double digits. We feel that there is a big opportunity for Mountain Dew in a 440ml can as the format is a first in the glucose energy sub-category, offering a point of difference to its competitors. The decision to launch a new format also follows research that has shown that many consumers like their drink in a can, as they feel they get a different type of refreshment flavour to a bottle. We also understand the demand for can formats in Independents.”

“We hope that by offering both a PET and can on-the-go format, the Mountain Dew brand will continue to appeal to consumers of glucose energy drinks and drive sales further. We have worked hard to ensure that Mountain Dew Energy is formulated in such a way that it is a great tasting product that consumers have enjoyed since its launch last year, recording £3.4m*** worth of sales already. We recommended that retailers take advantage of the sales opportunities the new format presents.”

Quotes to be attributed to Kate Fletcher, Business Unit Director for Convenience and Impulse at Britvic, unless otherwise stated.

* Nielsen 52 w/e 27.11.10

** Nielsen Scantrack convenience Value – 52 week to 27.11.10

*** Nielsen scantrack convenience % value growth vs YA- 4 week trended- WE 27.11.10

Britvic Soft Drinks

Tel: 0845 7581781