Executive Summary

Mar 2019
PROSPECTS
Reduced sugar energy drinks are successfully generating demand

Canadians’ hectic lifestyles are fuelling continued growth in energy drinks, but concerns over their high sugar level has shifted consumer preference towards products which claim to contain less sugar. More specifically, Monster Energy and Rockstar, two of the leading brands, are investing a great deal in their low-calorie SKUs to benefit from this shift in consumer preference.

The category remains dynamic in terms of new product developments

The high level of competition inspired many new product launches during 2017 and 2018. Monster Energy introduced a smaller can format (270ml) in its effort to make the product more premium and to compete with Red Bull 250ml.

Upcoming regulatory changes are expected to impact sales

Regulatory changes to constrain calorie and sugar intake are set to impact sales of energy drinks. During 2018, some Quebec municipalities adopted a resolution prohibiting the sale of energy drinks within their institutions, and Montreal is going to follow suit and ban various categories of soft drinks from public places such as swimming pools, arenas, etc.

COMPETITIVE LANDSCAPE
The price war between the three main suppliers reduces unit prices

The three main players in energy drinks, Red Bull Canada, Coca-Cola and PepsiCo Beverages Canada, continued to use promotional activities in the retail environment to try and win the competition, which resulted in a decline in the average unit price in 2018. Even Red Bull, which is a premium brand, had to follow this strategy, because of the wide range of discounts made by its close competitors, especially Rockstar.

Clean and natural energy remains the focus for smaller brands

With the strong dominance of the three multinationals in the Canadian market, smaller brands are trying to target niche segments by positioning themselves as a source of clean and natural energy. Amongst these offerings, the GURU brand has a unique position, as it has been able to strengthen its position as an organic drink, and has taken a stronghold in areas such as Quebec, as well as expanding its distribution across Canada.

Imported brands expand their presence in Canada

Whilst domestic players are bracing themselves for competition, imported brands are also making inroads. 28 Black from Luxembourg-based Splendid Drinks has been expanding its distribution in Canada since 2015, and Epuri, a brand from Austria, started distribution through Burgundy Energy, mainly in Montreal, in early 2016.

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Energy Drinks in Canada

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Overview

Discover the latest market trends and uncover sources of future market growth for the Energy Drinks industry in Canada 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 Canada, our research will save you time and money while empowering you to make informed, profitable decisions.

The Energy Drinks in Canada 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 Canada?
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  • 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 Canada?
  • What time of day are sports and energy drinks most commonly consumed?
  • What trends motivate people to drink sports and energy drink in Canada?

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

Energy Drinks in Canada - Category analysis

HEADLINES

PROSPECTS

Reduced sugar energy drinks are successfully generating demand
The category remains dynamic in terms of new product developments
Upcoming regulatory changes are expected to impact sales

COMPETITIVE LANDSCAPE

The price war between the three main suppliers reduces unit prices
Clean and natural energy remains the focus for smaller brands
Imported brands expand their presence in Canada

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 Canada - Industry Overview

EXECUTIVE SUMMARY

Consumers are looking for unique and interesting experiences
Concerns about calorie and sugar intake continue to hamper growth
Pricing and distribution remain the focus of multinational giants
Calorie reduction and natural claims are central themes of NPD
Moderate growth is forecast for the coming years

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 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 26 Total Sales of Soft Drinks by 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 and Category: % Volume 2018
Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 44 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 45 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Canada
Trends

SOURCES

Summary 1 Research Sources