Energy drinks in Estonia is expected to record decline over the forecast period as the rising health and wellness trend in the country will present a serious challenge to this category, whose products are often high in sugar and have unhealthy reputations, including causing overexcitement and sleep disturbance, and being addictive. Increased concerns about the link between obesity and immunity are also likely to make more consumers wary of consuming too many energy drinks, and manufacturers will need to offer healthier low-sugar and caffeine-free options in order to maintain popularity in the period to 2027.
It is expected that the target audience of young people under the age of 25 will not readily give up consuming energy drinks in the forecast period unless a “harmless” energising alternative is available. Strong demand will be particularly evident amongst schoolchildren as parents do not always keep track of what their children spend their pocket money on.
Banning the sale of energy drinks to people under the age of 18 or even a complete ban has been repeatedly discussed in Estonia. The introduction of such a law would clearly have a hugely detrimental impact on the future of the market.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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