Executive Summary

Jun 2019
PROSPECTS
Underage sales restrictions gaining support

Over the review period energy drinks received repeated negative media attention due to their high sugar content and ingredients such as guarana and caffeine, which are said to be detrimental for consumption by children. In 2018, this negative exposure was further exacerbated by the announcement in the UK that a restriction on the selling of energy drinks to children under the age of 18 could be introduced.

Reduced-sugar variants driving the category

As regular energy drinks continue to come under scrutiny due to their high sugar content, reduced-sugar variants continued to be introduced to help dispel this negative image along with the use of more natural ingredients. Leading brand V has seen the introduction of both V sugarfree, using sucralose, and V pure, with natural ingredients and no added sugar.

Repositioning the energy drinks image

Energy drinks continued to evolve over the review period, becoming more aligned with a healthier image. This was witnessed with Berocca Forward, introduced by Bayer New Zealand Ltd in 2016.

COMPETITIVE LANDSCAPE
Frucor remains the clear leader in energy drinks

V remained the number one energy drink in New Zealand, having a strong following within the country of its origin. V has evolved from regular variants to include reduced-sugar and all-natural variants.

Coca-Cola remains the key distributor for several brands

Coca-Cola Amatil (NZ) Ltd competes with Frucor Suntory New Zealand Ltd in energy drinks and has made a strong distribution alliance with Energy Beverages LLC (which is also affiliated with Monster Beverages Corp). Monster, Mother and Live+ (a relaunch of Lift Plus in 2018) make up the brands within the company's portfolio.

DKSH acquires Davies Foods portfolio

2018 saw DKSH New Zealand Ltd acquire the Davies Foods (2006) Ltd portfolio of beverages, which included its energy drinks brands, Demon (the largest seller within the company's portfolio), NOS and Pure Energy. DKSH focuses on providing marketing services for several fmcg brands and will integrate the drinks business into its existing structure.

Want to find out more about this report?
Request more information
Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Your Recently Viewed Reports

Energy Drinks in New Zealand

Samples: FAQs about samples

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Energy Drinks industry in New Zealand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sports and Energy Drinks industry in New Zealand, our research will save you time and money while empowering you to make informed, profitable decisions.

The Energy Drinks in New Zealand market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sports and Energy Drinks in New Zealand?
  • What are the major brands in New Zealand?
  • What are key new sports and energy drinks launches and what impact impact did they have on #category#?
  • Who are the key consumers of sports and energy drinks in New Zealand?
  • What time of day are sports and energy drinks most commonly consumed?
  • What trends motivate people to drink sports and energy drink in New Zealand?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

Energy Drinks in New Zealand - Category analysis

HEADLINES

PROSPECTS

Underage sales restrictions gaining support
Reduced-sugar variants driving the category
Repositioning the energy drinks image

COMPETITIVE LANDSCAPE

Frucor remains the clear leader in energy drinks
Coca-Cola remains the key distributor for several brands
DKSH acquires Davies Foods portfolio

CATEGORY DATA

Table 1 Off-trade Sales of Energy Drinks: Volume 2013-2018
Table 2 Off-trade Sales of Energy Drinks: Value 2013-2018
Table 3 Off-trade Sales of Energy Drinks: % Volume Growth 2013-2018
Table 4 Off-trade Sales of Energy Drinks: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade Energy Drinks: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade Energy Drinks: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade Energy Drinks: % Value 2015-2018
Table 9 Forecast Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 10 Forecast Off-trade Sales of Energy Drinks: Value 2018-2023
Table 11 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2018-2023

Soft Drinks in New Zealand - Industry Overview

EXECUTIVE SUMMARY

Growth slows slightly on the previous year
Health and natural ingredients continue to drive growth
Minimal change for top two performers
Polarisation between budget products and premium crafted beverages
Slower growth expected in soft drinks over the forecast period

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 26 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 27 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 28 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 29 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 30 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 31 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 32 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 33 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 34 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 35 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 44 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 45 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in New Zealand
Trends

SOURCES

Summary 1 Research Sources