Energy Drinks

Energy drinks continues to record decent growth in off-trade volume sales in 2022, following the high-single digit growth seen in 2021, and despite a slowdown due to the recovery of on-trade sales in 2022 following the sharp drop seen in 2020 and…

Despite Nutri-Grade labelling for beverages coming into effect at the end of 2022, the response from incumbent players has been limited. As such, a significant share of energy drinks will be subject to mandated labelling amidst exceeding 5% sugar…

In 2022, Lucozade continues to lead the energy drinks category by retail volume share. Owned by Suntory Beverage and Food Nigeria Ltd, the brand is relatively well known in many Nigerian households and is significantly cheaper than most alternative…

In spite of a sugar tax introduced in 2021 and spiralling inflation in 2022, due to the energy crisis triggered by the war in Ukraine, energy drinks registered healthy volume growth in 2022. Energy drinks have a loyal fan base. Polish people lead…

After two years of lockdowns and restrictions placed on the on-trade channel, summer 2022 saw greater mobility, encouraging many Germans to spend time outside of their homes to once again socialise due to pent-up demand. This included the return to…

Energy drinks has continued to witness a strong performance in 2022, as consumption expands to new consumer segments and new consumption occasions. Off-trade sales remained robust during the COVID-19 pandemic in stark contrast to the on-trade, which…

Supported by the Coca-Cola Company Africa, Monster Energy recently launched its first ever national consumer promotion, dubbed ‘Monster win a trip to Dubai’, in Kenya. To participate, consumers were required to purchase any of the six Monster Energy…

Energy drinks is set to maintain high growth in both off-trade volume and current value terms in 2022, with growth rates exceeding those of most other soft drinks categories. Consumers’ increasing ability to differentiate between functional and…

Over the past few years and into 2022, competitively-priced energy drinks have continued to grow in popularity, with new entrants being commonplace. Traditionally, the growth of such energy drinks was driven by their affordable price point, which…

During the COVID-19 pandemic, due to lockdown measures and remote working and studying practices, consumers spent an extended amount of time in their homes. To help them get through their workday, school lessons, and university lectures, many turned…

Energy drinks continue to see soaring growth in 2022, with volume sales up by a quarter through retail channels, and this is in spite of significant price rises. Volume sales are also supported by population growth and heavy promotion from local…

Industry players endeavour to produce products that will appeal to younger generations looking to boost their energy levels through the consumption of soft drinks with a caffeine content. However, boundaries are blurring between energy drinks, sports…

Demand for energy drinks is continuing to grow in 2022, building on the progression made in 2021, and somewhat motivated by the wide degree of innovation in the category. Volume and value sales are growing in both off-trade and on-trade channels. In…

Since entering energy drinks in 2014, Score (BPM Ltda) has managed to improve its share most years, but 2020 was a breakthrough year for the brand. Focusing its distribution mainly on small local grocers and informal sales, Score has become readily…

Energy drinks posted significant volume growth in off-trade terms in 2021 and this has continued into 2022 despite the sharp rise in unit prices. Similarly impressive growth has also been seen in the on-trade in 2022. Cafés/bars and night clubs were…

Energy drinks experienced rapid growth prior to the COVID-19 pandemic but by 2019 its growth curve was beginning to flatten. Instead of taking demand out of the market for energy drinks by diverting consumers away from on-the-go channels where a…

Energy drinks continued to post strong double-digit growth in 2022, in retail volume and current value terms, continuing the trend seen in recent years. Demand for these drinks that provide a quick energy boost is very popular among students, drivers…

Traditionally, energy drinks were considered to have a young adult positioning in Brazil, appealing mainly to consumers aged 18+ years, and used as a base for cocktails at parties or events. Nevertheless, this perception has changed towards the end…

Energy drinks continues to witness dynamic double-digit growth in 2022, in retail volume terms, due to growing consumer awareness and strong popularity among youth. These drinks are perceived as an essential part of an active youth lifestyle and are…

Volume sales energy drinks of energy drinks witnessed a sharp rebound in 2022, following declines in the previous two years. On-trade sales of energy drinks saw a slump in demand during the height of the COVID-19 pandemic, due a dramatic decline in…