Following two years of double-digit off-trade volume growth, energy drinks is not expected to keep up this pace across the forecast period. However, retail volume growth will continue to be positive, comparatively strong compared to other major soft drinks categories.
The outbreak of COVID-19 has raised health and wellness concerns, and the high levels of sugar in energy drinks make consumers wary. Despite this, sales of energy drinks will register healthy growth over the forecast period, thanks largely to the strong financial resources of the leading players, enabling them to invest in marketing and advertising continuously.
The main selling point of energy drinks is that they boost energy. However, other soft drinks such as RTD tea, RTD coffee, and functional bottled water also benefit from their ability to be consumed on the go and as energy boosters, mirroring the appeal of many energy drinks.
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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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