Traditionally, energy drinks have had the core function of boosting energy levels through caffeine and sugar, with guarana also more recently being introduced as an alternative. These ingredients above are all used as the core stimulants in energy drinks, and this is likely to remain the case well into the forecast period.
Currently, regular energy drinks dominate the South African market, expected to constitute over 90% of off-trade volume sales in 2022, with reduced sugar energy drinks accounting for the remainder of share. However, this is likely to change in the forecast period, as two factors will benefit reduced sugar energy drinks.
During the review period, and in 2022, energy drinks enjoyed the strongest off-trade volume growth rates of any soft drinks category, and this trend is expected to continue in the forecast period. One reason for the strong growth is a result of consumers shifting to energy drinks from other beverage categories.
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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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