Energy Drinks in Sweden

PROSPECTS

Energy drinks with BCAA see a breakthrough in 2017

Energy drinks containing BCAA (Branched Chain Amino Acids) had their real breakthrough in 2017, driven by the Swedish No Carbs Co, marketing Nocco BCAA. The company markets its brand as being extremely helpful in maintaining muscle mass when on a low-calorie diet.

Sales of reduced sugar energy drinks soars

The strengthening health trend in Sweden has led to a focus on beverages with reduced or no sugar content. All energy drinks containing BCAA are sugar-free, and the majority of players offer reduced sugar alternatives to their key brands, such as Red Bull Sugarfree and Monster Absolutely Zero.

Looking for the next big trend after BCAA beverages

Sales of energy drinks over the forecast period will be driven by high BCAA content, reduced sugar extensions and launches, with flavour extensions having only a minor impact. Despite of impressive sales growth over the review period, players expect a slowdown in growth, as energy drinks is gradually becoming saturated with BCAA beverages.

COMPETITIVE LANDSCAPE

Red Bull Sweden is being challenged by local trends

Red Bull Sweden remained the category leader in terms of off-trade volume sales in 2018, but saw a substantial decline in share. It lost its leading position in terms of off-trade value sales.

The Swedish No Carbs Co overtakes Red Bull Sweden in value sales

The fastest growing company in 2018 was the Swedish No Carbs Co, which gained significant share in terms of both volume and value, and gained the leading position in terms of value sales in 2018. No Carbs Co launched its first product at the end of 2014, and its Nocco product was present in 31 markets by 2018.

BCAA energy drinks players compete with higher BCAA content

No Carb Co’s 330ml metal beverage can comes with 2,000-3,000mg of BCAA, and its Nocco BCAA+ with 5,000,mg. One 330ml can of Amino Pro and GoJoy BCAA comes with 2500mg of BCAA, while one 330ml can of Celsius BCAA comes with 7,000mg of BCAA.

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