Energy drinks was experiencing low but solid off-trade current value and volume growth even prior to the boost given to the category by the pandemic. Although this growth is expected to slow considerably into the early years of the forecast period, it will remain positive, as reduced sugar variants expand the potential target market, attracting those consumers who may once have spurned the category due to its reputation for high sugar content.
Energy drinks consumption is skewed strongly towards the younger demographic, with the category proving to be particularly popular amongst university students. This has led to the category enjoying high levels of popularity within on-trade, particularly through nightclubs.
Flavour innovations, specifically those that attempt to replicate natural fruit flavours, will continue to drive growth in the forecast period. New flavours, combined with larger pack sizes, have been key to the success of brands such as Mother, Monster and Rockstar, and will continue to drive growth over the forecast period, attracting consumers who never found the original artificial tastes to be appealing.
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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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