Energy drinks is expected to continue to perform well over the forecast period. Indeed, increasingly busy and stressful consumer lifestyles in a post-pandemic landscape will continue to boost demand – particularly among younger consumers, whereas it is noted that older consumers typically drink coffee or RTD coffee to satisfy their need for an energy boost.
Further developments in naturally-positioned energy drinks will be seen over the forecast period, as manufacturers try and tempt health-conscious consumers to the category. Unlike most other energy beverages, natural energy drinks do not contain ingredients such as artificial sweeteners or synthetic colourings, which many people prefer to avoid.
As in other soft drinks categories, the sugar-free trend will help boost growth in energy drinks over the forecast period. Efforts from both Red Bull and Monster will help drive this, with the big names striding ahead and smaller brands following suit.
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Energy Drinks
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 DefinitionsThis report originates from Passport, our Energy Drinks research and analysis database.
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