Brand activations and marketing activities will remain key to performance alongside new flavour launches. There will be a strong focus on social media and digital activation to target the audience.
Although energy drinks are set to remain amongst the best-performing categories in the forecast period, a key challenge for manufacturers is that energy-boosting claims are growing in significance across multiple soft drinks categories. Such claims are becoming more prevalent in juice, RTD coffee as well and bottled water, where functional waters are under the spotlight of developments.
As Energy drink consumption is widely on the move, the focus of all players is set to be impulse channels. Convenience stores, which is a channel that is rapidly growing in outlet numbers, are also expected to gain share over the forecast period.
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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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