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 large proportion of energy drinks are sold, the pandemic and associated lockdowns have actually driven additional growth in the Australian energy drinks market.
Consumers of energy drinks in Australia are strongly skewed towards younger age groups, with a large proportion in their 20s, and university students an especially critical cohort. This is a group which has become increasingly health-conscious and positively disposed to sugar-free beverages.
Gamers and university students are not the only target market for energy drinks. The beverage is also popular amongst essential workers, including those in the health and retail industry who need something to stimulate them during their working days.
The growth of energy drinks in the pandemic’s aftermath is expected to be slower than the upwards spike experienced during the associated lockdowns. With consumers no longer in lockdown, and with alternative activities available to them, gaming will no longer be the primary leisure activity for a significant cohort of young people.
Along with blue-collar workers and gamers, university students are one of the key cohorts for energy drinks in Australia. Due to a temporary increase in the Australian birth rate close to 18 years ago, there is expected to be a large increase in the number of Australian university students over the forecast period, providing upward momentum to growth rates in energy drinks.
Although the likelihood of the introduction of a sugar tax in Australia is low, it remains an outside possibility. If introduced, its impact on energy drinks is likely to be especially strong.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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These are functional drinks designed to boost energy levels. Often lightly carbonated, these contain high levels of caffeine and a number of added water-soluble vitamins, most often a selection of B vitamins including niacin, pantothenic acid, vitamin B6, and vitamin B12. Ingredients can also include amino acids such as taurine and glucuronolactone, as well as herbal products such as guarana and ginseng. Can be carbonated or still. Leading brands in off-trade volume include Red Bull, Monster and RockStar. Glucose-based energy beverages such as Lucozade Energy are included here.See All of Our Definitions
This report originates from Passport, our Energy Drinks research and analysis database.
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