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