Energy drinks was experiencing low but solid off-trade current value and volume growth even prior to the boost given to the category by the pandemic. Although this growth is expected to slow considerably into the early years of the forecast period, it will remain positive, as reduced sugar variants expand the potential target market, attracting those consumers who may once have spurned the category due to its reputation of high sugar content.
Also driving growth will be flavour innovations, specifically those that attempt to replicate natural fruit flavours. This trend is best demonstrated by the launch of Frucor Suntory’s V Refresh, a brand extension heavily promoted as containing fruit flavours.
Consumption of energy drinks skews very strongly towards the younger demographic, with university students a particularly loyal cohort. Given that the suspension of migration channels, and particularly international students, during the pandemic is likely to recover only slowly, there is likely to be downwards pressure on growth rates over the latter half of the forecast period.
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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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