Energy drinks is still in its infancy stage, and there is plenty of room for growth in the coming years. Several factors will continue to drive sales over the forecast period, including growing urbanisation and busier lifestyles, which see consumers reaching for energy drinks to give them a boost during the day.
One of the key factors suppressing demand for energy drinks is that these products are widely regarded as expensive and non-essential, with the entire category thus having a rather premium positioning. This counted against the landscape across the review period.
Energy drinks sales are expected to continue to thrive mainly in on-trade channels, being the only soft drinks category where players achieve higher sales via on-trade channels compared to off-trade channels. Energy drinks are mainly available in cities, appreciated by younger adult consumers to gain energy while socialising or partying.
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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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