As in 2020, the pandemic continued to hamper the marketing and consumption of energy drinks across the off-trade in 2021, with only negligible volume growth seen, after a slight decline in 2020. The second wave of COVID-19 in 2021 again coincided with the summer, which is the peak period for consumption.
Energy drinks remains a very small category within soft drinks in India. Consumer concern about the impact of too much caffeine intake presents an obstacle to the overall penetration of energy drinks in the country.
Red Bull continued to dominate energy drinks in India in off-trade value terms in 2021, and maintained slight share growth. Red Bull continues to heavily market its products in India by partnering with sports stars and entertainers and sponsoring a wide variety of events.
India has a large young population, and with energy drinks proving to be most popular amongst this consumer group, there is ample potential for growth for companies in this space. However, with 2021 being marred by COVID-19, there were only a few launches in energy drinks.
Since 2018, the category leader, Red Bull, has offered a sugar-free alternative of its leading brand to consumers in India. Monster Energy followed suit during its relaunch by offering Monster Ultra, a zero-sugar citrus flavoured offering.
With the COVID-19 pandemic and rising health concerns, consumers are becoming more sensitive regarding what they put in their bodies. Therefore, concerns about consuming too much caffeine may present an obstacle to the development of energy drinks in India.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in India 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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