The Future of Energy-Boosting Drinks in Western Europe

January 2022

Energy-boosting drinks have grown in popularity in Europe, as consumers seek functional drinks that can help improve performance, focus and energy levels at work (at home or in the traditional office/workplace) or at the gym. This was accelerated by the global pandemic, as consumers sought to fight “lockdown fatigue” and to boost the immune system by getting drinks that contain caffeine or added vitamins. This demand is expected to expand to alternative formats beyond the energy drinks space.

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Key Findings

Energy drinks is set to lead growth in energy-boosting drinks

Growth in energy drinks in value terms over 2021-2026 is set to exceed that in coffee. This demonstrates European consumers’ appetite for alternative energy-boosting drinks (ie all drinks that have this functional proposition) beyond a traditional cup of coffee.

Energy- and immunity-boosting attributes are behind the growth of fortified/functional drinks

Consumers are increasingly seeking added vitamins in beverages for energy but also for immunity-boosting purposes. This can be explained by the impact of the COVID-19 pandemic on consumers’ perception of health, and the importance they place on strengthening their immune systems in order to reduce the risk of getting ill.

Beyond hot coffee, RTD coffee is growing to compete with energy drinks

There is ongoing innovation in energy-boosting drinks, for example in RTD coffee, which has recently been expanding in Western European markets. RTD coffee has moved from being positioned as an indulgent drink to being a potential substitute for energy drinks or a cup of hot coffee.

Functional water continues to add vitamins to its ingredient lists

Several brands in Western Europe have been investing in functional waters – including still, sparkling and flavoured. Such products are seen as direct challengers to carbonates, and resonate well amongst health-conscious consumers looking to cut their sugar and seeking naturally flavoured drinks.

The future of energy-boosting drinks could be powders

The forecast for RTD energy drinks and other energy-boosting drinks is bright in Western Europe. It is possible that new forms of energy-boosting drink will penetrate the market, as has already been seen with natural energy powders. These appeal to consumers who want a non-carbonated energy-boosting drink.

introduction

Scope
Key findings
The expanding range of energy-boosting drinks
Absolute retail value growth in energy drinks is set to exceed that in coffee
Consumers seek added vitamins for energy- and immunity-boosting purposes
Online sales of energy drinks continue to grow in Western-Europe
Coffee brands in Europe use milk alternatives to attract younger consumers
Coffee expands its horizons through the RTD coffee format
Monster Energy increasingly closing the gap with Red Bull
Energy drinks have become the epitome of energy-boosting beverages
Germany leads in retail volume; France forecast fastest growth
France has among the lowest per capita consumption of energy drinks
Beyond energy drinks: Alternative forms of energy-boosting drinks on the rise
Other energy-boosting beverages: Tea, RTD tea and juice (superfruit/FF)
Energy drinks set to perform strongly, whilst energy-boosting drinks could outperform
Powder and dissolvable energy formats threaten RTD opportunities Europe
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