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Both the brands belong to energy drinks sector, that particularly claims to give an energy or stimulant boost to enhance physical performance, and/or support mental alertness (Mintel, 2017). Arguably, loss leader pricing isnt as effective as it used to be thanks to smartphones. WebLucozade used market segmentation to divide the consumers into young females, high income males and sports enthusiasts. Value-based pricing is a pricing model defined by a simple fact of capitalist life: A product costs as much as people are willing to pay for it. ________ is the total combined customer lifetime values of all the company's current and potential customers. Products have many attributes from the colours, sizes and packaging. Sign in to view your account and previous purchases. Which of the following psychologist most strongly emphasize that human behavior is powerfully influenced by the interaction between people and their physical, social, political, and economic environments? This pricing strategy is mostly used by software-as-a-service (SaaS) businesses that offer free plans with limited features, allowing users to experience the software before committing. Both the companies have adopted different pricing strategies, promotional \text{Cash}&&\text{\$\hspace{10pt}2,870}\\ Which of the following is an example of a product? (Alcoholic husband/Drug abuser) 2) The counseling theory that you, - Consider and identify a valid area for research to support the strategic development of a business area. The expected dramatic decline in global GDP and the strong correlation of GDP with gross written premiums (GWP) imperil the P&C insurance industrys financials (Exhibit 1). Services were performed on account for a client for$890. E. A mission statement should focus on sales or profits. 2023 Copyright Mintel Group Limited. is very similar to its competitors pricing, but the platform provides many more features for the same price. A classic bundle pricing strategy example is when fast-food chains like McDonald's offer meal deals. All Rights Reserved Design & Developed By:: RINJAcom, For enquary We can help:: +233 (0) 24-611-9999. Competitive pricing. Click here to discover the be, We only have 24 hours in a day. For example, , Unsurprisingly, premium pricing is most often used by luxury brands in the fashion and hospitality industries. Lucozade Sport has been designed to enhance the When the Unearned Service Revenue account was reviewed, it was found that service revenue amounting to$325 was performed prior to June 30 (related to Unearned Service Revenue). This stage of the Coca Cola Group's history is an example of ________. A debit posting to Salaries and Wages Expense of $670 was omitted. This works because when people read from left to right, the number appears smaller. Mintels proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues. \text{Equipment}&\text{3,800}\\ London, EC4V 5EX The difference between human needs and wants is that needs are not influenced by marketers, true or false? Lucozades prices vary depending on the seller etc. but a bottle of Lucozade varies between 1.50/2.50. Water Bottles cost around 10. Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market. \text{}&\underline{\underline{\$\hspace{5pt}\text{13,371}}}&\underline{\underline{\$\hspace{5pt}\text{16,916}}}\\ Its also known as prestige or luxury pricing. By using our website, you agree to our privacy policy. Which of the following is NOT a basic core concept of marketing? Exhibit 1. Out of the following, which is the most important concept of modern marketing? Moreover, it has team of creative artist and accesses all media source to accomplish the goals. This pricing strategy is all about using human psychology principles to increase sales. It is likely following a ________ strategy. A pricing strategy is a method used to identify the optimum price for a product or service. There are many different types of pricing strategies each with its advantages and disadvantages. Instead of charging for the hours worked, the business will set a flat fee for the project upfront. An examination of the ledger and journal reveals the following errors. A dividend of $575 was debited to Salaries and Wages Expense for$575 and credited to Cash for $575. In 1982, the manufacturer of carbonated drinks, the Coca Cola Group, acquired the feature film maker, Columbia Pictures, and retained control over it for almost a decade. Instead of starting with a low price and increasing it over time, businesses sell products for a high price initially and then lower the price as the product loses market demand, relevance, or novelty. Lucozade Brand Strategy It was almost 30 years ago when Lucozade made the decision to transform from a sickness product to an energy and sports drink. Here are 15 types of pricing strategies that were going to explore in this article: The type of pricing strategy that you use will depend on a few factors. Heres how it works: First, you would determine the total cost of producing and selling your product or service also known as the cost of goods sold (COGS). Acme Innovations Pty Ltd has modified the production processes of its widgets and gadgets in order to tap into the developing Eastern European market. Selecting a pricing strategy can feel overwhelming at first. WebExecutive Summary Report has highlighted the marketing mix tactics of Lucozade and Red Bull. c. Educational. This strategy can help you to increase your average order value (AOV) by cross-selling and upselling complementary products. Sydney: +61 2 8315 2110 \text{Accounts Payable}&&\text{2,666}\\ It works by anchoring the price high and then offering a lower price to make the price seem like a good deal. In this context, consumers are exhibiting which type of trend? WebLucozade critically be discussing the marketing strategy position and the marketing mix employed by LUCOZADE and the use of some principles. Lets take a closer look at each one so you can understand the differences. Strategic approaches fall broadly into the three categories of cost-based pricing, competition-based pricing, and value-based pricing. Over time once the company is established in the market the company will gradually raise the price to make a healthy profit. Trusted by 2+ million users, 1000+ happy students everyday, You are reading a previewUpload your documents to download or Become a Desklib member to get accesss. Pure juice chips away at juice drinks in share and indicates the direction of premiumisation. WebMcCarthy, Perreault and Quester define branding as "the use of a name, symbol, design or combination of the three to identify a product" and more particularly a brand name as "a word, letter, or group of words or letters used to identify a product" (Basic Marketing, a managerial approach; 1997). Increasing consumption occasions or repeat purchase is critical for category growth. A payment on account for$206 was credited to Cash for $206 and credited to Accounts Payable for$260. And while we can get a ton of stuff done during that time, it seems like we never have , There are so many print-on-demand companies to choose from what do you need to consider to choose the best one for yo. There are fewer buyers choosing nuts and yogurt as gifts compared to fruit and milk. When using this pricing strategy, you would research the prices offered by your closest competitors and price your offers similarly. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts. The aim of business legislation is to protect ________. Singapore: +65 6653 3600 "The $8.7 billion tea market continues to grow at a slow rate driven by smaller RTD brands and trendy kombucha. The actual collection was for$750. However, small businesses can use dynamic pricing in a simpler way by charging more for in-season products or during special events. 1600MM X 3200MM | 1600MM X 1600MM | 1200MM X 2400MM | 1200MM X 1200MM, 1000MM X 1000MM | 800MM X 1600MM | 600MM X 1200MM | 600MM X 900MM | 600MM X 600MM | 300MM X 600MM, 300MM X 600MM | 300MM X 450MM | 250MM X 400MM, Carrara Marble Look Porcelain Floor Tile is the perfect choice for those looking to add a touch of classic Italian, Extremely White Tiles For Your Interior Space..! d. Industrial-organizational. Shanghai: +86 (21) 6032 7300 The most important demographic trend in Australia and New Zealand is the ________. Once youve determined the COGS, you would apply a fixed percentage to make a profit. Dusseldorf: +49 (0) 211 3399 7411 Whenever you offer two or more products for a single price, youre using a bundle pricing model. Another psychological pricing tactic is called price anchoring. Both the brands provide core and actual benefits and have, developed different brand personalities. All of the following are accurate descriptions of modern marketing today, EXCEPT which one? \textbf{WATTEAU CO.}\\ \textbf{JUNE 30, 2017} In Problem S5.5, if gas prices rose to $4.00\$ 4.00$4.00 per gallon, what would be the new crossover point in miles? Specific marketing tools designed to build and enhance customer relationships include club marketing programs and frequency programs, true or false? Accounts Receivable was debited for $890 and Service Revenue was credited for$89. Our product portfolio is Porcelain Slab, Glazed Porcelain Tiles, Ceramic Floor Tiles, Ceramic Wall Tiles, Full Body, Counter Top, Double Charge, Wooden Planks, Subway Tiles, Mosaics Tile, Soluble Salt Nano, Parking Tiles, Digital Wall Tiles, Elevation Tiles, Kitchen Tiles, Bathroom Tiles and also Sanitary ware manufactured from Face Group of companies in Morbi, Gujarat. WebThe 5 most common pricing strategies. Tokyo: +81 (0)3 6228 6595. This pricing strategy also works well when youre able to price your product or service similar to competitors, in addition to offering extra features, perks, or benefits that your competitors dont offer. You may want to combine this pricing strategy with another. Germany, London: +44 (0)207 606 6000 For example, the watch brand Rolex uses a premium pricing model. A radio station that carries news, features and editorial opinions about your area is best classified as which type of public? Promotion. Mintel Group Limited For example, Shopifys pricing is very similar to its competitors pricing, but the platform provides many more features for the same price. Week 2 - Capital Structure and Firm Value, Week 2 - Bank Funding and Liquidity - A Pract, Marketing Essentials: The Deca Connection, Carl A. Woloszyk, Grady Kimbrell, Lois Schneider Farese. This pricing model works best in a saturated niche where consumers may choose one similar offer over another because of a slightly lower price. 1. For Hyundai Corporation, customers who care primarily about the price of a car and its operating economy make up one ________. In this instance, you would work out your COGS, add a markup, and charge per project. In relation to distribution, Lucozade uses producer-retailers-consumers distribution channel, while Red Bull uses, producer-agents-wholesalers-retailers-consumers distribution channel. WebLucozade 500ml Price Comparison 1.70 0.34 per 100ml 2 FOR 2.70 1.75 0.35 per 100ml The prices shown are available online and may not reflect in store. In relation to pricing, Lucozade uses economy. Price- the price is very important because you need to get the right balance of making a profit and satisfying the customer needs for example if Lucozade were to put their prices up the customers may stop buying the product. 2.In your own opinion, what is the best pricing strategy for the hospitality and Tourism companies if they are, Task 2 Carry out the research using different research methodologies In this section of the portfolio you need to: Complete a review of different literature sources identifying those which are. A cost-plus pricing strategy is one of the most straightforward ways to price your offers. \text{Unearned Service Revenue}&\text{1,200}\\ The beverage, Lucozade, was originally marketed as a nutrient rich beverage that was easily tolerated by a fragile or distressed digestive system. WATTEAUCO.TRIALBALANCEJUNE30,2017, DebitCreditCash$2,870AccountsReceivable$3,231Supplies800Equipment3,800AccountsPayable2,666UnearnedServiceRevenue1,200CommonStock6,000RetainedEarnings3,000ServiceRevenue2,380SalariesandWagesExpense3,400OfficeExpense940$13,371$16,916\begin{array}{lrr} This pricing model differs from high-low pricing because the aim is to lower prices as slowly as possible over a long period of time to maximize profits. If people in your target market are attracted to sales and discounts, this pricing strategy may be a good bet. Or perhaps youd like to use project-based pricing and bundle pricing together. "- John Owen,Associate Director The shrinking child population and the growing issue of childhood obesity in China is pressuring brands and companies to help parents with premiumised food and drink which accentuates naturalness, nutrient-dense, and functionality in weight management. Changes in demographics in the nature of human populations mean changes in markets, true or false? An extruded plastics manufacturer is in the process of dividing a market into distinct groups of buyers with different needs, characteristics and behaviours who might require separate products or marketing programs. . Delivering superior customer value and customer satisfaction are the two keys to building lasting customer relationships, true or false? WebLucozade Sport use their pricing to strategically position themselves above their competitors, retailing at 1.45 in Tesco, which is slightly higher than their main If youve ever walked into a discount store, youve experienced psychological pricing firsthand. You can use high-low pricing to maintain sales as consumer demand waxes and wanes. A mission statement should be realistic. Both the companies, have adopted different pricing strategies, promotional strategies, product strategies. Most importantly, they need to shift their mind-set. It works by anchoring the price high and then offering a lower price to make the price seem like a good deal. used this new product pricing strategy when it entered the market at just $7.99. Within the energy drinks sector, Mintel (2017), considered Lucozade Energy as a refreshment energy drink that provides physical energy, through glucose and a mixture of various sugars, while Red Bull is acknowledged as a, stimulant drink that fuels both mind and body through caffeine and taurine to enhance, endurance, reaction time, and concentration. More can be done to harness the accelerated interest in functional benefits in the category, with 72% of category users and 14% of non-users agreeing that sports/energy drinks with added health benefits appeal to them. Effective positioning begins with ________ the company's marketing offer in order to give consumers more perceived value. United States of America, Mintel Germany GmbH \textbf{TRIAL BALANCE}\\ The laddish marketing messages perhaps still associated with this category, or the focus on a hardcore energising proposition, are likely to underpin this. Ultimately, the best pricing strategies in the world are still educated guesses. Lucozade Energy has released a 60-second TV advert as part of the second stage of its 14m Find Your Flow campaign. In relation to the this objective, this report has selected Lucozade Energy and Red, Bull brands to compare and contrast how effectively they apply the 4Ps of marketing. However, to do this, you need to thoroughly understand your target market and your competitors pricing. In relation to distribution, Lucozade uses producer-retailers-consumers Figure 2: Total UK value sales of sports and energy drinks, 2016-26. This strategy is used by companies like Walmart, which created a brand associated with being a low-price leader. Dynamic-pricing organizations think less about volume and more about value. The drive, which launched in June, aims to reposition the drink away from younger consumers and towards daily strivers. When backed by purchasing power, wants become ________. Which environment are you studying? Hourly pricing is as simple as it gets all you need to do is set an hourly rate and charge for the hours worked. They have. Course Hero is not sponsored or endorsed by any college or university. If possible contact me privately to assist. Lucozade is the original energy drink as well as the category driver. The sales of Lucozade Energy was 150 million in 2003 (Facebook, nd) and it went up to 229.3 million in 2004 and 253.3 million in 2005 (Nielsen, 2006). In 2010, Lucozade appears on the list of Top Britains 100 Biggest Brands, ranking the 9th (Nielsen, 2010). Therefore the analysis will help The real benefits of dynamic pricing. Most household income is used up in purchasing food, housing and transportation, true or false? \text{Accounts Receivable}&\text{\$\hspace{10pt}3,231}\\ WebIn relation to pricing, Lucozade uses economy pricing, while Red Bull employs premium pricing strategy. Evolutionary. The company now offers three plans that cost $9, $14, and $18. This is what coca In relation to target, market, Kotler and Armstrong (2010) stated that firms can either target very broadly (mass-, marketing or undifferentiating marketing) or can use differentiated or segmented marketing. Most brands using this pricing strategy will set a price thats far higher than the COGS. UK Sports & Energy Drinks Market Report 2021, [{"name":"Drinks","url":"https:\/\/store.mintel.com\/industries\/drinks"},{"name":"Sports","url":"https:\/\/store.mintel.com\/industries\/leisure-time\/sports"}]. a product's performance matches or exceeds customer expectations. WebThere are three fundamentally different pricing strategies: Set the price above your competition. Another psychological pricing tactic is called price anchoring. Assignment Title: The 4Ps/Marketing Mix for Lucozade and Red, The primary objective of this report is to compare and contrast of two brands in relation to the, effective application of marketing mix, which is also known as 4Ps (product, price, place, and, promotion). Arguably, loss leader pricing isnt as effective as it used to be thanks to smartphones. Registered on the Mintel store? This market report provides in-depth analysis and insight supported by a range of data. As with the wider drinks market, the sports and energy drinks market was hit in 2020 by the loss of higher-value occasions through foodservice and on-trade venues, which faced closures for a large part of the year and restrictions when operational. The academy is established to help players from Ghana and across Africa gain recognition and advance their football careers. United Kingdom, 333 West Wacker Drive Hotels, events, and airlines often use dynamic pricing, which is why the cost of a flight will change depending on the date. A classic bundle pricing strategy example is when fast-food chains like, This strategy can help you to increase your. Nutrition and functionality "While the majority (85%) of US adults age 22+ drink alcohol, one in five drinkers has reduced their consumption in the past year, continuing a trend in moderation that stunts performance. For example, $100 NOW $75.. Digital technologies and platforms are disrupting B2B sales models and forcing players to fundamentally rethink their pricing strategies. For instance, rural locations typically have a slower economy and lower average wages than big cities do. This is why the cost-plus pricing model is often referred to as markup pricing.. With the global economy reeling from the COVID-19 pandemic, the pressure on the property and casualty (P&C) insurers revenues is intensified. The PAF methods and procedures for a particular pricing situation allow a current pricing strategy to be compared systematically to the best pricing strategy In addition, traditional supermarkets face increasingly intense competition on several fronts, most notably value for the money and convenience. e. Rehabilitation. A firm has high customer equity when it has a high proportion of loyal, profitable customers. However, tactics like these dont work well when your target market is primarily concerned with quality and/or prestige. Because of increasing ________, Australians and New Zealanders will demand higher quality products, books, magazines, travel, personal computers and internet services. Community. Cost-plus pricing. Associate Director Food and Drink Research UK. Loss leader pricing is when businesses sell many products for a very low price sometimes below the COGS to attract customers. Calculate your costs and add a mark-up. Price (Note: It may be necessary to add one or more accounts to the trial balance.). According to PYMNTS, 43.3% of shoppers compare prices online while in-store. Targeting at-home usage through larger pack sizes, formats that need to be diluted and products that are designed for exercising at home or aiding concentration when working from home offer promising routes to offset this. \text{Office Expense}&\text{\underline{\hspace{22pt}940}}&\text{\underline{\hspace{38pt}}}\\ This strategy is used mostly by supermarkets, big box stores, and discount stores. Providing the most comprehensive and up-to-date information and analysis of the UK Sports & Energy Drinks market, including the behaviours, preferences and habits of the consumer. Products which support the immune system and gut heath would be particularly timely given the spotlight on these aspects of health. To do so, the owners must ________ their marketing offering to give consumers more value than the services offered by competitors. 1.2.1 The visual distinctiveness of a brand. However, if you provide a quick, repeatable service, this pricing model can attract clients who would rather avoid committing to a large project-based fee. We pride ourselves with our proven youth development programs for young elite players. Spotlight on health should support exercise. The market will enjoy a rapid rebound. Task 3 - Presentation of Research Findings In this section of the portfolio you must prepare a report that presents all of your research findings. Though tea faces stiff competition from other beverages, and RTDs are under scrutiny due to their sugar content, tea is well suited to address the needs of todays consumers. ________ is the process of developing and maintaining a strategic fit between the organisation's goals and capabilities and its changing market opportunities. \text{Retained Earnings}&&\text{3,000}\\ There are so many pricing models to choose from, too which one is best for your business? The following trial balance of Watteau Co. does not balance. We groom talented players with the right technical, tactical and mental skills to enable them to compete as professional players at the highest level in football anywhere. 2018- Strikers FC Academy . Consumer Lifestyle, Marketing & Promotion, The Future of Water, Sports and Energy Drinks: 2021, Patent insights: new directions in sports nutrition, UK Sports & Outdoor Fashion Market Report 2020, UK Attitudes towards Sports Nutrition Market Report 2020, Germany Sports Goods Retailing Market Report 2022, Attitudes Towards Gaming/Esports Thai Consumer 2022, US Sporting Goods Retail Market Report 2021, Sports Drinks in Japan (2021) Market Sizes, Sports Drinks in Brazil (2021) Market Sizes, The impact of COVID-19 on the sports and energy drinks market, Launch activity in 2020 and opportunities for 2021, Barriers for using sports and energy drinks, Factors prioritised when choosing sports and energy drinks, Consumer behaviours and attitudes towards sports and energy drinks, UK Sports and Energy Drinks market report, Impact of COVID-19 on sports and energy drinks, Figure 1: Short-, medium- and long-term impact of COVID-19 on sports and energy drinks, 2021, Robust growth over 2017-19; sales dropped 9% in 2020, Figure 2: Total UK value sales of sports and energy drinks, 2016-26, Spotlight on health should support exercise, The rise in working at home poses challenges, The ageing population remains a major challenge to the market, Red Bull and Monster buck the volume decline in energy drinks; sharp declines across the board in sports drinks, Figure 3: Leading brands value sales in the UK retail energy drinks market, 2018/19-2020/21, High levels of innovation centring on exciting flavours and naturalness; brands up the ante on sustainability, Adspend on energy drinks significantly drops in 2020, Figure 4: Attitudes towards and usage of selected brands, 2021, Penetration of sports and energy drinks at 39% and 31% respectively, Figure 5: Frequency of drinking sports drinks, energy drinks and energy shots, 2021, Figure 6: Types of sports and energy drinks drunk, 2021, A need to expand relevancy of sports drinks to attract new users, Figure 7: Reasons for not drinking sports drinks, 2021, A softer energising proposition could expand appeal of energy drinks, Figure 8: Reasons for not drinking energy drinks, 2021, Huge potential remains around naturalness; notable demand for new flavours, Figure 9: Factors prioritised when choosing sports/energy drinks, 2021, A need to assuage concerns over impact on sleep; innovation in added health benefits and mental focus would be timely, Figure 10: Behaviours relating to sports and energy drinks, 2021, Formats designed to be diluted appeal to two fifths of drinkers; advertising for energy drinks is off-putting for many, Figure 11: Attitudes towards sports and energy drinks, 2021, Innovation in added health benefits and mental performance would be timely, A need to assuage concerns over impact on sleep, Big potential in formats designed to be diluted before use, A need to explore new and more inclusive advertising angles, Spotlight on health should support exercise and increase demand for better-for-you products, The rise in working at home poses threats and opportunities, Figure 12: Short-, medium- and long-term impact of COVID-19 on sports and energy drinks, 2021, Figure 13: Market size for sports and energy drinks, 2016-2026, Lockdown and restrictions continue to hamper sales in 2021, Spotlight on health should support exercise; working at home poses challenges, Figure 14: Total UK value sales of sports and energy drinks, 2016-26, Figure 15: Total UK volume sales of sports and energy drinks, 2016-26, Figure 16: Key drivers affecting Mintels market forecast, 2015-2025 (prepared on 21 June 2021), Figure 17: Annual growth of sales of sports and energy drinks, by volume and value, 2008-12, COVID-19 hits sales of sports drinks the hardest, Figure 18: Total UK value and volume sales of sports and energy drinks, by segment, 2019-21, Energy drinks saw a more moderate decline in 2020, Physical activity levels had shown signs of improvement pre-COVID-19, Impressive sugar reduction achieved in response to Soft Drinks Industry Levy, Restrictions on volume promotions and ad ban confirmed, Delayed deposit return scheme penned for 2024 at the earliest, Impacts of Britains new trade relations will be limited for sports and energy drinks, A more inclusive message and added health benefits could help to attract older consumers, Figure 19: Trends in the age structure of the UK population, 2015-25, Red Bull and Monster buck the volume decline in energy drinks, Sharp declines across the board in sports drinks, Flavour innovation aims to peoples sense of adventure, Health and naturalness continue to be key NPD trends, Figure 20: Leading brands sales and shares in the UK retail energy drinks market, 2018/19-2020/21, Figure 21: Leading brands sales and shares in the UK retail sports drinks market, 2018/19-2020/21, Red Bull looks to watermelon and cactus fruit, Monster disrupts by taking inspiration from cocktails and nitro coffee, Figure 22: Selected launches of energy drinks featuring exciting flavours, 2021, Rockstar increases caffeine level in reformulated core drinks range, Purdeys rebrands and expands within the functional space, Figure 23: Purdeys rebrand and launch activity, 2021, Tenzing claims a first with its plant-based BCAA energy drink, Virtue launches Clean Energy drinks into supermarkets, Figure 24: Virtue Clean Energy Strawberry & Lime Flavoured Clean Energy Yerba Mate, UK, 2021, AG Barr launches Rubicon Raw Energy range, Lucozade targets the natural energy market, Healthy energy drink, Crave Drinks, launches in UK, Train Your Gut unveils worlds first probiotic sports drink, Grenade launches and expands Grenade Energy, Anti-energy drink Slow Cow Mind Cooler launched in UK after overseas success, Brands continue to look to alternative formats, Lucozade boosts the sustainability of its packaging, Figure 27: Total above-the line, online display and direct mail advertising expenditure on sports and energy drinks, 2019-june 2021, Lucozade Energy launches a 10 million Its On campaign, Raheem Sterling adorns new Lucozade Sport Always Believe drink, Lucozade Sport launches 2.5 million summer campaign in 2021, Tenzing unveils first national TV campaign, Boost Drinks launches Choose Now campaign, Rockstar launches Life is your Stage platform, Monster HydroSport announces partnership with England Rugby League, Grenade teams up with dance troupe Diversity, Figure 28: Attitudes towards and usage of selected brands, 2021, Figure 29: Key metrics for selected brands, 2021, Brand attitudes: Lucozade has a strong trusted, high quality and good value image, Brand personality: Red Bull, Lucozade and Monster score highly on the fun factor, Figure 31: Brand personality macro image, 2021, Lucozade seen as most refreshing, delicious and traditional, Figure 32: Brand personality micro image, 2021, Figure 33: User profile of Lucozade, 2021, Red Bull has the most fun image, but is also seen as the most overrated, Figure 34: User profile of Red Bull, 2021, Monster enjoys high brand satisfaction and frequent usage among its users, Figure 35: User profile of Monster Energy, 2021, Limited usage of Rockstar translates into a weak brand image, Figure 36: User profile of Rockstar, 2021, Huge potential remains around naturalness, Favourite flavour trumps a new flavour, but still notable demand for newness, Innovation in added health benefits and around mental focus would be timely, Formats designed to be diluted appeal to two fifths of drinkers, Advertising for energy drinks is off-putting for many, One in three adults make exercise a higher priority, Figure 38: Consumers who say doing exercise is a higher priority for them since the COVID-19 outbreak, by gender, 2021, Participation in exercise and frequency increases, however, a countertrend has also emerged, Figure 39: Exercise frequency, 2020 and 2021, COVID-19 forces people to get creative to keep fit, Figure 40: Taking part in more home workouts as a result of the COVID-19 outbreak, 2020, Public transport out; walking and cycling in, COVID-19 brings environment into further spotlight, Figure 41: Frequency of drinking sports drinks, energy drinks and energy shots, 2021, Overall usage is heavily skewed towards the younger generation, Figure 42: Overall usage of sports drinks, energy drinks and energy shots, by gender and age, 2021, Figure 43: Types of sports and energy drinks drunk, 2021, Figure 44: Reasons for not drinking sports drinks, 2021, Figure 45: Reasons for not drinking energy drinks, 2021, Flavoured energy waters could address concerns, Natural ingredients appeal to one in three, Spotlight plant ingredients to drive natural connotations, Figure 46: On-pack labelling on a multipack of Tenzing Natural Energy Drink, 2019, Figure 47: Factors prioritised when choosing sports/energy drinks, 2021, Figure 48: Behaviours relating to sports and energy drinks, 2021, Energy drinks brands can also move into the relaxation area, Figure 49: Launches of Driftwell and Soulboost brands, US, 2021, Innovation in added health benefits would be timely, Figure 50: Behaviours relating to sports and energy drinks, by usage of sports and energy drinks, 2021, A focus on mental performance offers big potential, Figure 51: Xite Nootropic Energy Drink, 2021, Scope to target the at-home exercise occasion, Figure 52: Science in Sports launch of the Turbo+ range for indoor training, 2021, Dilutable formats also offer potential around customisation, Figure 53: Attitudes towards sports and energy drinks, 2021, Figure 54: Attitudes towards sports and energy drinks, by usage of sports and energy drinks, 2021, Figure 55: UK value sales of sports and energy drinks, best- and worst-case forecast, 2021-26, Figure 56: UK volume sales of sports and energy drinks, best- and worst-case forecast, 2021-26.