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Netherlands energy drinks market: Red Bull the leading industry player with 35% value share in 2012
Sports and Energy Drinks in the Netherlands - a new market research report on 2014-04-03 04:22:02
Red Bull Nederland BV remained the leading player in sports and energy drinks in the Netherlands in 2012 with an off-trade value share of 35%. Within sports and energy drinks, the company offers two brands: Red Bull and Bullit. The company maintained its leading position mainly due to strong marketing activities and the consumer perception of Red Bull as a high-quality product.

In 2012 sports and energy drinks registered healthy growth, although this was the result of the strong performance of energy drinks, as sport drinks suffered a decline in total volume terms. Consumers in general seem to be very interested in products that claim to boost their energy level and this trend is not only visible in sports and energy drinks, but in other categories as well. Despite it being a substantial category within soft drinks, energy drinks continued to post a strong performance in 2012 and was therefore one of the major drivers of overall growth.

Sports and energy drinks is set to see continued growth over the forecast period. At the end of the review period, the category was riding the wave of the trend towards energising beverages and this trend is likely to continue over 2012-2017. However, energy drinks, in particular, is becoming more mature, which means that high growth rates are less likely, although actual growth will remain high.

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