The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreFeb 2018
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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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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 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.
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.
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.
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.
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.