Changing consumption habits since the COVID-19 pandemic, notably with the higher prevalence of remote working leading to consumers partaking of energy drinks more frequently at home, are expected to continue driving growth in off-trade sales over the forecast period.
Energy drinks is expected to face an increased challenge from other drinks categories, being those which offer energy-boosting products – notably functional bottled water, RTD coffee, and RTD tea which uses natural ingredients such as guarana, maté and matcha. In spring 2022, Rivella AG entered the RTD tea category with the launch of Enertea, which can compete against energy drinks thanks to its high caffeine content, and it is available in three flavours – cascara, guayusa and maté.
New brands are likely to continue entering energy drinks in Switzerland, as the category becomes more diverse. New product launches are likely to target more specific energy needs based on different types of activities, including online gaming, exercise, study, or work, through the use of specific ingredients, notably plants, minerals, and vitamins.
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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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