For those of us still in the dark, Mintel defines energy drinks as fizzy elixirs that deliver energy through diluted sugars. On the other hand, stimulation drinks are brews that claim to enhance concentration, reaction time and endurance.

Commenting on the reasons why sales have boomed so much, Simon Howitt, Consumer Goods Consultant noted that, "The market has been driven by people working longer hours, driving longer distances and enjoying increasingly energetic social lives. Consumers either what the body requires after strenuous activity, or sustain it to continue performing at a higher level than would otherwise be the case."

To date, Mintel's research indicates that the stimulation sector has shown the most incredible sales growth, rising a massive 5,588% between 1996 and 2000. "This growth is even more remarkable considering that around three fifths of all retail outlets did not stock the product in 2000" comments Simon Howitt. "The growth of the stimulants sector has not been at the expense of the refreshment energy sector, which continues to grow slowly."

Mintel's report also contains new consumer research on usage of the drinks. Based on a sample of 1,071 UK adults aged 15 years earlier this year, the results reveal that almost 50% of the UK population have consumed an energy/stimulant drink in the last 6 months. Rough calculations from this point to an average consumption of 3.5 litres per Briton.

The research concludes that this whole sector is set to continue to grow, albeit at a slower rate than has been seen between 1996 and 2000, despite health warnings from abroad.



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