For the majority of the forecast period, volume sales of energy drinks are anticipated to increase in both the on-trade and off-trade channels, with rising demand among groups such as bus/truck drivers and people who are travelling. Sales within the category depend heavily on population growth of target consumer segments including labourers working in agriculture and construction.
Energy drinks players are expected to maintain their selling prices in retail channels as they seek to adapt to increased price sensitivity among local consumers. More economical products and brands, such as Panther, are expected to expand their market share during the forecast period, as blue-collar workers, such as drivers, look for cheaper products.
Though off-trade volume sales of energy drinks surpassed pre-pandemic figures in 2022, the on-trade is not set to make a full recovery until the 2026. Energy drinks products remain consistently low in terms of availability in on-trade channels, in large part because they are pricier than competing sweetened beverages such as the more affordable offerings from RTD tea.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Indonesia 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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