Off-trade volume sales of energy drinks are expected to register a gradual slowdown in growth over the forecast period, in keeping with rising maturity, with per capita consumption levels already well above the average for Western Europe. Despite efforts by major players in offering recipes with a reduced sugar content and natural energy-boosting ingredients, the category is likely to remain undermined by its unhealthy image.
Following the trend seen in RTD tea in Germany, energy drinks brands are expected to make greater use of celebrity endorsements over the forecast period. The Gönrgy range of energy drinks, for example, which is advertised as being low in calories and containing no sugar, made its first appearance in major Swiss retailers in 2023, having been launched in partnership with social media influencer MontanaBlack.
Sustainability is expected to become more of a key focus for manufacturers of energy drinks, moving forward. Consumers are increasingly interested in the provenance of the products they buy and as such, eco-friendly claims likely to feature prominently in the positioning of new products, particularly those seeking to build a more premium image.
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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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