Off-trade sales of energy drinks are expected to decrease throughout the forecast period in volume terms, with value sales also slowing considerably as the category becomes less popular. Consumers will be disincentivised to buy these products by their high unit prices since the imposition of high taxes.
While the category went into contraction at the end of the review period due to the imposition of the new taxes, the Monster Energy brand by Central Beverage Co performed relatively well. This brand entered the market in Israel in 2020, and has performed well, eroding the share of the two leading players.
The general soft drinks market in Israel continues to see very strong premiumisation trends. As a result, consumers are looking for higher quality and more interesting and unique drinks when socialising or on the go.
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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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