Energy drinks is set to see a fairly flat off-trade volume performance in the forecast period. While the category enjoyed robust growth for over a decade, it is maturing, and the main consumer group is ageing.
While there is expected to continue to be strong demand to improve focus or avoid sleepiness to concentrate on work or study, energy drinks is expected to face competition from other categories. One such category is RTD coffee.
Energy drinks is maturing, and to further grow sales, it will be necessary to expand the consumer base. The main consumers of energy drinks are limited to a narrow group, composed of mainly male consumers.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Japan 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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