Our Changing Energy Routine: Global Energy Drinks, Caffeine and Energy-Boosting Products

Introduction

Scope

Key findings

What else can an energy drink be?

Energy Drinks Today

The evolution of energy

Growing pressure for productivity sustains energy demand

Red Bull and Monster still dominate the energy drinks category

US and China lead energy drinks sales in 2017

Growth continues, but energy drinks is a maturing category

Finding a new audience in a category linked to Gen Y growth

Energy drinks marketing may miss demographic growth segments

Taxation and regulation come down hard on energy drinks

Energy drinks heading into 2018

How Do We Get Our Energy?

Sources of energy from consumer packaged goods

A broader mix of energy-boosting products throughout the day

Illegal/illicit consumption of stimulants is also on the rise

Caffeine consumption: Cola remains a primary source in soft drinks

Global retail energy mix in 2017: Beverages top consumer spending

What’s our energy drink of choice?

Where do we purchase our energy products?

Energy as a routine favours subscription models and e-commerce

Regional Energy Preferences

Estimated retail energy spending by region in 2017

North America: Cola, coffee and energy drinks are established

In the US, reduced sugar energy thrives even as diet sodas decline

Mountain Dew Kickstart creates a US energy-juice hybrid category

NACS Show 2017: Mainstreaming alternative energy in the US

In Western Europe, hot drinks still outperform soft drinks for energy

Coffee pods: Europe’s preferred caffeine source in the home

Improving energy ingredients to extend category appeal

In Asia Pacific, RTD coffee and tea are primary energy sources

Per capita volume demonstrates the dominance of hot tea in Asia

A boom in cafés and chained coffee shops in Asia Pacific

Chinese ginseng and Japanese functional tea as natural energy

In Latin America, energy drinks are undeveloped relative to cola

Latin America is a great test market for functional “energy” cola

Discount energy drinks take share in Latin America

Mate and tea-based emerging alternatives to coffee

Eastern Europe: Instant coffee as the caffeine source of choice

Premium innovation supports Russian instant coffee growth

MEA: Cola and low-priced hot drinks dominate the energy occasion

Saudi and UAE taxation threatens the energy drinks category

Australasia: High per capita RTD coffee use, but not for energy

Media attention leads to focus on energy ingredients in Australia

Forecasts

Drive for natural energy fuels use of alternative ingredients

Consistent growth forecast across energy-boosting products

Facing the future: Where is “energy” heading?

Three paths of future development in energy

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