Energy drinks that are fortified with ingredients such as vitamins and amino acids, and those with reduced sugar are set to help alter negative consumer perceptions of energy drinks by making them more natural and appealing. This will help them to overcome concerns regarding harmfulness to the health.
Energy drinks is expected to be the best performing category in soft drinks in Denmark over the forecast period. In addition to the launch of new products and wider array of ingredients being introduced, category growth will also be driven by low saturation as the category is currently niche and the consumer base limited.
The current economic uncertainty and high inflation in the country are encouraging consumers to shift to lower-priced soft drinks categories and private label options in a bid to save money. During times of economic hardship, energy drinks are considered non-necessities, which encourages consumers to trade down or move out of the category entirely.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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