As rising inflation in Germany places economic growth on hold, it also poses a greater risk to demand for energy drinks in the near future, considering the category’s higher than average unit price in the overall market. In particular, the dependency of energy drinks on younger generations could potentially harm brands that are becoming increasingly expensive, especially as the average unit price is expected to further rise over the forecast period.
As demand for energy drinks continues to grow in Germany, the category has come under increasing scrutiny. In recent years, diverse organisations (including the consumer advice centre) have reported on the potential negative side effects linked to the overconsumption of energy drinks, especially on minors.
Due to the combination of high caffeine content and sweeter flavour compared to the more bitter coffee, energy drinks will continue to come under scrutiny in Germany regarding potential harmful effects on health. Rising awareness of local consumers is forcing producers to rethink and reformulate their energy drinks, with some investing in reduced sugar energy drinks, which is predicted to remain the stronger performer in off-trade volume growth terms over the forecast period, although regular options will continue to dominate.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Germany 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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