Energy drinks volume sales are set to grow moderately during the forecast period. The category faces potential threats, including a potential age limit on sales.
In the context of publicity about the negative health impact of excessive sugar consumption and, in particular, the high sugar content typical of regular energy drinks, the newly introduced reduced sugar energy drinks category is expected to continue to thrive in the forecast period. The considerable hype around the launch of Prime has already created considerable consumer awareness about reduced sugar energy drinks, which will help to drive a continued migration from regular energy to drinks to products perceived to provide a healthier option.
The forecast period is likely to see a growing number of hybrid functional drinks entering the Danish market, including sports drinks with added caffeine, as well as high dose caffeine RTD coffee and even energy waters. It is likely that plenty of launches will take place in the forecast period as manufacturers increasingly target the health and wellness trend and the growing demand for convenient, functional products amongst health conscious but ever busier consumers.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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These are the aggregated total of regular and reduced sugar 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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