Off-trade volume sales are expected to maintain a positive trajectory over the forecast period, albeit at slower and more sustainable growth rates. On the other hand, on-trade sales are expected to remain flat.
Competition is likely to become fiercer over the forecast period, both between Red Bull and Monster Energy, and among the other players. For example, the private label brands are all in close competition with each other, even though they do not pose any viable threat to the big-name brands.
Alongside flavour innovations, reduced sugar and zero sugar options are the other key areas for development in energy drinks. Indeed, we are seeing this as a sweeping trend across soft drinks, as the ongoing health and wellness trends inspire consumers to lower their intake of sugar and seek drinks which they deem to be “healthier”.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Lithuania 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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