Energy drinks’ off-trade consumption is expected to keep growing strongly over the forecast period as the economy recovers and the consumer base expands. Foodservice is expected to make substantial progress thanks to huge investment in below the line marketing and widespread discounting.
For much of the review period, promotional activity for energy drinks accelerated as growing interest in energy drinks aimed at young adults encouraged Coca-Cola and Infodynamics SRl to invest more heavily in promotion for Monster and Red Bull, respectively. Both companies are expected to continue to advertise via a wide range of channels, including magazines, billboards, in-store displays, TV, digital channels and social networks.
Fitness-oriented drinks are regarded in the energy marketplace as another way to expand energy drinks’ consumption. As consumers move away from beverages loaded with sugar and ingredients on the label they do not recognise, companies offering better-for-you products sweetened with natural ingredients such as stevia are among those that could be the biggest beneficiaries.
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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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