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Strategy Briefing

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

51 pages, Feb 2018

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

This report explores the changing energy drinks category, which remains one of the fastest growing areas of the global soft drinks industry. Energy drinks are placed in the context of wider, increasingly diverse demand for energy-boosting beverages, foods and supplements. What are the regional preferences for caffeine and other energy-boosting products, and how are consumer preferences for such products changing?

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Energy drinks is a maturing category

Energy drinks has been one of the top performing non-alcoholic drinks categories over the past decade in beverages, but has matured considerably in recent years. While consumer demand for energising beverages, supplements and foods remains strong, changing consumer ingredients preferences and new regulations have created a need for a more diverse, high-value mix of products in the energy space.

Winning new, unfamiliar consumers to the category is key

The evolution of the energy drinks category may involve a change in positioning and rethinking ingredients in order to sustain growth. This report explores some of the functional carbonates, RTD teas, RTD coffees, functional waters and other adjacent energy products (like consumer health supplements) that compete for consumers’ energy demands throughout the day.

Standouts in the global mix of energy products

In considering the wide geographic mix of “energy” products, preferences include instant coffee in Eastern Europe, traditional ginseng in China, premium coffee pods in Western Europe and healthier, premium fresh hot coffee and cold brew in North America.

Focus on ingredients: achieving the“natural” boost

Natural caffeine sources, beginning with coffee and extending to regional favourites, like yerba mate, guayusaor emerging ingredients like yaupon, are being included in high value, wellness positioned energy product launches across markets. Improved sourcing and formulation (including organic ingredients) may be required to re-establish the health credentials of functional energy drinks.

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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

Why buy this report?

Want to find out more about this report?

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Megatrends

Strategy Briefing

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

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Energy drinks is a maturing category

Winning new, unfamiliar consumers to the category is key

Standouts in the global mix of energy products

Focus on ingredients: achieving the“natural” boost

Want to find out more about this report?

Table of Contents

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

Why buy this report?

Want to find out more about this report?

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