Energy drinks will register healthy volume growth over the forecast period, driven by younger consumers in the 15-39 age group. Also, while energy drinks have been mainly targeted at younger consumers, there is also potential to widen the consumer group, especially if healthier energy drinks come on stream.
Price will continue to drive volume sales over the forecast period, as consumers continue to be highly price sensitive. This will continue to benefit the locally bottled brands, Reaktor and XXL.
Though the outlook for energy drinks is positive over the forecast period, the high sugar content is a potential stumbling block. As such, there is potential for reduced sugar variants to gain volume share, though currently such offerings are limited.
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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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