Recent years have seen a robust growth in sports drink market. According to studies, the compond annual growth rate of the globe sports drink marketis projected to be 4.48% from 2020 to 2025, and the total market size is expected to top $31.976 billion by 2025, an increase from $24.581 billion in 2019. In China, the issue of Healthy China 2030 Planning Outline provides an unprecedented opportunity for the development of sports nutrition market. The Chinese sports population rose from 3.6 million in 2015 to 4.34 million in 2016, and the total industry scale of Chinese sports reached 1.7 trillion in 2015, and is predicted to triple to 5 trillion by 2025. The ever-growing sports market in China drives the development of the sports nutrition industry. As such, the sports drink market is expected to usher in a new round of growth.
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As the sports drink market maintains its fast-growing speed, national fitness is also on the rise. Nongfu Spring saw the great potential of this market. In 2019, Scream Energy Drink, after its 16 years of low profile, came back again with two new flavors, the green mango and white peach. Both represent mainstream flavors at the moment and are sought after by young people. There were few products designed to directly replenish electrolyte at that time in the market, while Scream Energy Drink was an exception. As a functional drink product, it helps to stay hydrated and maintain performance after sports.
It’s reported that Nongfu Spring has made a dozen years' efforts to finish the product packaging. It boldly changed from translucent plastic packaging, the classic design of the older version, to a concise, agile and more sporty packaging design so as to better meet the aesthetic tastes of young people. Beyond the flavors that attract young people’s attention, Scream Energy Drink also put forward the "recreational sport replenishment" concept and upgraded the brand slogan.
On February 25 this year, Nongfu Spring launched another new product, the third generation Isotonic Scream Energy Drink coming in two flavors, sea salt pummelo (isotonic sport drink)and sea salt green orange (isotonic electrolyte drink). Currently there are sports drinks, energy drinks, functional drinks, and nutrient drinks on the market. It’s hard to find a truly suitable product for professional sport hydration due to these quite diversified concepts. In response to this problem, Nongfu Spring put forward the innovative "sport hydration, professional isotonicity" concept, which enabled Scream Energy Drink to be more specialized and differentiated from the sports drink category.
With the forward-looking strategic layout and leading industrial design, Nongfu Spring proves to win the hearts of consumers once more. Scream Energy Drink had never made large-scale promotion or product upgrading since it debuted on the market 16 years ago, but its sales volume rose steadily from year to year at an annual rate of 30% - 50%, becoming a leading giant of the sports beverage segment.
The renewed Nongfu Spring Scream Energy Drink further reinforces the sport attribute and expresses young generation’s attitude to life most fully, that is, scream for win. It follows that Nongfu Spring knows young people well, and this is why Nongfu Spring continues the legend of forever young.
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发表于 2021-8-6 12:33:22
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