As inflation persists and has exerted economic pressure in 2023, energy drinks may face further challenges, especially in 2024. Given the category’s strong dependence on younger consumers, rising prices could encourage consumers to seek out alternatives within the category, including private label products and larger pack sizes.
With sales of energy drinks continuing to grow, there is rising scrutiny of products. Several organisations, including consumer advice centres, have raised concerns about the negative health effects of consuming energy drinks, especially minors.
Energy drinks is facing growing competition from other beverage categories as awareness of health concerns related to high sugar and caffeine content increases. The unique combination of high caffeine levels and excessive sweetness may contribute to higher consumption levels compared with less sugary options such as coffee.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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