After two years with constant lockdowns and restrictions impacting on-trade establishments, the UK has experienced a lull in COVID-19 cases over 2022, allowing greater socialising. Bars, clubs and other on-trade venues have resumed their normal activities, thereby favouring the consumption of energy drinks.
Soft drinks that incorporate specific functional ingredients are becoming increasingly popular in the UK. Although energy drinks has a functional positioning, it is likely that the inclusion of alternative ingredients and other properties will also span across the category in the future.
Reduced sugar energy drinks is expected to continue to gain share in the future, but consumers’ higher awareness of their health will not be the only motivator for this switch, although it will continue to be an important one. Legislative factors, in particular the implementation of the HFSS, will result in brands making stronger investments in this space.
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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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