Energy drinks will continue to cater to the growing amount of consumers who desire an energy boost or pick-me-up during the day, to feel alert and combat fatigue. However, in line with the growing health and wellness trends, concern about how stimulants can affect sleep and general wellbeing has been rising.
While energy drinks demand has been bolstered by cheaper options available in traditional grocery retailers' or informal channels, the forecast period will see a swing towards consumers demanding higher volumes of premium energy drinks, especially in the on-trade. This premiumisation will support value sales growth, with on-trade prices considerably higher than the off-trade.
Following the outbreak of COVID-19 and across the forecast period, there is set to be faster on-trade recovery for energy drinks, in comparison with other soft drinks. Within the on-trade, a significant proportion of the consumption of energy drinks comes from nightclubs and concert venues.
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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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