Reduced sugar energy drinks have continued to expand their variety and increase availability, and this creates strong growth potential for the landscape. In line with rising health trends and concerns surrounding sugar consumption, many consumers opt for a reduced-sugar energy drink, perceived as a healthier alternative.
Rising health consciousness, as well as growing competition from other products offering health, fitness or wellness benefits, such as sports drinks, and functional drinks, are set to limit growth. In addition, previous high and strong growth levels will also limit future the potential of volume and value growth.
Renowned leading brands, such as Red Bull, that offer a wide variety, including different flavours, reduced sugar and regular products, as well as natural and organic lines, will continue to be popular and lead the landscape. Nevertheless, the emergence of new players or new products launched by local players, such as IMS Höllinger, will continue to increase competition and add pressure.
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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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