Energy drinks are set to register healthy growth over the forecast period, in both current value and volume terms, A return to pre-pandemic lifestyles, including visits to nightclubs and late-night bars, combined with the return of international tourists to the country, will push up demand. In addition, a return to on-the-go consumption, coupled with innovation (both in terms of both flavours and reduced sugar variants) will drive sales between 2023 and 2027.
With consumers more mindful of health benefits, reduced sugar energy drinks are likely to be more dynamic than their regular counterparts over the forecast period. In 2022, the former represented only a small proportion off-trade volume and this is set to increase substantially by 2027.
While Red Bull is likely to remain the undisputed leader in energy drinks during the forecast period, the competitive landscape is likely to shift, due to the entry of Acqua Minerale San Benedetto SpA in 2022. This domestic company is expected to win shares over the forecast period, thanks to its solid distribution network and strong brand recognition.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Italy 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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