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 major jump in the number of Australian university students over the forecast period, providing upward momentum to growth rates in energy drinks.
Flavour innovations, specifically those that attempt to replicate natural fruit flavours, are also expected to be driving growth in energy drinks. This trend is best demonstrated by the launch of Red Bull’s Editions Range, a brand extension heavily promoted as containing a variety of fruit flavours.
While energy drinks remains a key growth category within soft drinks, growth is expected to slow down over the forecast period from the highs seen during the pandemic. As the category normalises post-COVID-19, while some consumption occasions return, others, such as gaming, will not drive significant growth for the category.
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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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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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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