In spite of its astonishing breakthrough in recent years, there is still seen to be large potential for further growth in energy drinks over the forecast period. Indeed, energy drinks has plenty of room to improve and grow, particularly in terms of product development and greater innovation which could potentially draw a higher number of consumers to the category, such as through the use of interesting flavours or more natural ingredients.
While reducing the sugar content seems to be a structural trend in some other areas of soft drinks (eg carbonates and juice), it is not seen as a priority in energy drinks. While manufacturers will likely still continue to launch reduced sugar variants of their brands, they will continue to mostly focus on launching more original and fruitier flavours with this being a more successful strategy in winning consumers over.
Impulse distribution channels will likely be a further priority for manufacturers of energy drinks. The pandemic period temporarily deprived energy drinks of promising and not fully explored channels such as vending machines, gyms, forecourt retailers, convenience stores, CTBs/tobacconists, bakeries and on-trade opportunities via cash and carry outlets notably.
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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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