Executive Summary

Mar 2019
PROSPECTS
Reduced-sugar energy drinks record strong growth, reflecting consumers’ health consciousness

Reduced-sugar energy drinks recorded the strongest growth within energy drinks in 2018. This was attributable to consumers looking to limit their sugar consumption.

Unit price pressures continue within energy drinks

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.

Consumers move away from alcoholic beverages mixed with energy drinks in the on-trade

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.

COMPETITIVE LANDSCAPE
Red Bull Australia retains its lead with the highest value share of energy drinks

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 leads energy drinks in volume terms

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.

Coca-Cola Amatil’s share within energy drinks increased considerably over the review period

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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Energy Drinks in Australia

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Overview

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.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sports and Energy Drinks industry in Australia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Energy Drinks in Australia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sports and Energy Drinks in Australia?
  • What are the major brands in Australia?
  • What are key new sports and energy drinks launches and what impact impact did they have on #category#?
  • Who are the key consumers of sports and energy drinks in Australia?
  • What time of day are sports and energy drinks most commonly consumed?
  • What trends motivate people to drink sports and energy drink in Australia?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

Energy Drinks in Australia - Category analysis

HEADLINES

PROSPECTS

Reduced-sugar energy drinks record strong growth, reflecting consumers’ health consciousness
Unit price pressures continue within energy drinks
Consumers move away from alcoholic beverages mixed with energy drinks in the on-trade

COMPETITIVE LANDSCAPE

Red Bull Australia retains its lead with the highest value share of energy drinks
Frucor Suntory Australia leads energy drinks in volume terms
Coca-Cola Amatil’s share within energy drinks increased considerably over the review period

CATEGORY DATA

Table 1 Off-trade Sales of Energy Drinks: Volume 2013-2018
Table 2 Off-trade Sales of Energy Drinks: Value 2013-2018
Table 3 Off-trade Sales of Energy Drinks: % Volume Growth 2013-2018
Table 4 Off-trade Sales of Energy Drinks: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade Energy Drinks: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade Energy Drinks: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade Energy Drinks: % Value 2015-2018
Table 9 Forecast Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 10 Forecast Off-trade Sales of Energy Drinks: Value 2018-2023
Table 11 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2018-2023

Soft Drinks in Australia - Industry Overview

EXECUTIVE SUMMARY

Soft drinks only sees modest growth in 2018
Australian consumers continue to hunt for healthier beverages
Major soft drink manufacturers commit to reducing sugar levels in their beverages by 20% by 2025
Novel flavours and a health focus key to new product developments in 2018
Focus on functional benefits to grow

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 Sales of Soft Drinks by Total Fountain On-trade: Volume 2013-2018
Table 26 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2013-2018
Table 27 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 28 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 29 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 30 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 31 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 32 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 33 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 34 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 35 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2013-2018
Table 36 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 40 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 44 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 45 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 46 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Australia
Trends

SOURCES

Summary 1 Research Sources