Reduced-sugar energy drinks recorded the strongest growth within energy drinks in 2018. This was attributable to consumers looking to limit their sugar consumption.
Energy drinks average off-trade unit prices recorded slight decline in 2018. This was due to strong promotional activity within supermarkets, the second biggest distribution channel for energy drinks in 2018, behind forecourt retailers.
On-trade value and volume energy drinks sales growth was moderate in 2018. However, on-trade volume sales were not as high in 2018 as at the start of the review period.
Red Bull was the best-selling energy drink in Australia in value terms in 2018, benefiting from its strong brand equity. The company has focused on providing its consumers with limited editions, such as the Street Fighter Cans launched in late 2017 and Daniel Ricciardo packaging released in early 2018.
Frucor Suntory Australia’s V was the leading energy drinks brand in volume terms in 2018. Like Red Bull, V benefits from strong brand equity.
Within regular energy drinks, Coca-Cola Amatil’s Mother brand was in third position in off-trade volume sales terms in 2018. The company’s Monster Energy brand ranked fifth within regular energy drinks in volume sales in 2018.
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Discover the latest market trends and uncover sources of future market growth for the Energy Drinks industry in Australia with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Soft Drinks market research database.