Over the forecast period, energy drinks is set to maintain healthy off-trade volume growth, with demand supported by younger consumers consuming such products when they go out, socialise and party. The hectic character of modern urban lifestyles will also support demand for energy drinks in the forecast period.
Red Bull GmbH is set to maintain its dominance of energy drinks over the forecast period. Its successful eponymous and internationally recognised energy drinks brand is expected to retain its strong position despite its higher than average unit price as it competes successfully on the basis of product quality, innovative marketing campaigns and participation in various sponsorship events, particularly extreme sports.
Over the review period, the health and wellness trend did not have a notable influence on sales of energy drinks since its younger consumer base primarily use such beverages as mixers with spirits and therefore as an indulgence beverage. However, given the lingering health consciousness that has derived from the effects of the pandemic, this is set to change in the coming years.
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These are the aggregated total of regular and reduced sugar 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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