Energy drinks will continue to be the pest performer among soft drinks over the forecast period in terms of volume growth. Consumers’ busy lifestyles, combined with a growing range of more affordable local offerings, will support volume growth.
Algerian consumers associate energy drinks with extreme sports and this adds to their appeal. Brands such as Red Bull are particularly vocal in this type of messaging.
Globally, there are concerns about the high caffeine and sugar content of energy drinks and in particular health practitioners are worried about the effect of high doses of caffeine on younger consumers. This could potentially dampen volume sales for energy drinks over the forecast period, as consumers become aware of the negatives of energy drinks.
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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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