One area in energy drinks which is expected to see innovation over the forecast period is that of naturally functional variants. This is being led by Australian company, Doctor V, which is moving beyond traditional energy drinks and innovating in more natural, functional variants.
Energy drinks suffers from both sugar taxes and “sin taxes”, thus faces a number of challenges in light of its traditionally unhealthy image. Therefore, it is expected that a growing number of players in energy drinks will continue to develop their portfolios to include healthier variants, such as sugar-free, with lower calories, containing natural flavours and ingredients, and organic options.
The ongoing development of e-commerce and mobile e-commerce platforms and apps will also help boost energy drinks over the forecast period. This will be supported by busier lifestyles in the post-pandemic landscape, along with online platforms being able to offer wide ranges of products and affordable price points.
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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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