Energy drinks recorded positive growth in off-trade current value and volume terms in 2021. Buoyancy in retail sales can be attributed to the growing popularity of energy drinks among younger demographics in Estonia and increasingly hectic lifestyles.
Coca-Cola HBC Eesti AS continued to lead sales in energy drinks in Estonia in 2021, thanks to its Monster Energy brand. Red Bull GmbH’s eponymous brand ranked a close second, however, narrowing its main rival’s lead.
Players in energy drinks continue to focus on introducing innovative flavours in order to maintain consumer interest. For example, A Le Coq recently launched a new Dynami:t energy drink with coffee flavour, which contains natural caffeine as well as vitamins B6 and B12, pantothenic acid and biotin, while second-ranking player Red Bull recently introduced a new flavour for its Red Bull Summer Edition, Kiwi-Apple.
Post-COVID 19, bars, clubs and sporting facilities will reopen, and local consumers are likely to want to experience the enjoyment these venues offer, which will result in much stronger on-trade volume growth in energy drinks than was seen during the review period. However, the deepening health and wellness trend will present a serious challenge to this category, whose products are often high in sugar and have unhealthy reputations.
A growing range of products along with rising purchasing power will contribute to further growth in energy drinks in Estonia over the forecast period. There is also potential to develop energy drinks that respond to the health and wellness trend by lowering sugar levels, and brands associated with sport activities will likely blur the distinction between energy drinks and sports drinks.
Although energy drinks players in Estonia have strong, well-known brands with established positions, some smaller niche producers may appear as a result of concerns over the likely introduction of a sugar tax in the country. The growing image of energy drinks as potentially harmful offers new players the potential to develop healthier energy drinks for young consumers, who tend to be the target audience for these types of soft drinks.
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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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Energy Drinks industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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.
This report originates from Passport, our Energy Drinks research and analysis database.
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