While the pace of its development will be tempered somewhat by increasing maturity, energy drinks looks set to record healthy growth in off- and on-trade volume sales throughout the forecast period. Together with increasingly busy lifestyles in the Netherlands, the widespread use of these products as mixers for spirits should ensure overall demand remains buoyant.
With the long-term tendency towards rising health-consciousness among the Dutch population having become more pronounced due to concerns surrounding the pandemic, reduced sugar energy drinks is expected to remain the most dynamic performer in off-trade volume growth terms over the forecast period. Vrumona should be one of the companies best placed to profit from the increasing demand for healthier alternatives, as most products offered under its recently introduced RockStar brand are low in or free from sugar.
Recent years have seen growing calls from health professionals and various NGOs in the Netherlands for the sale of energy drinks to be restricted to consumers over 18 years of age. As of late 2023 there was no indication the government was considering legislating for such a ban, though it is possible new policies geared towards preventing the consumption of these products by children and younger teenagers will be introduced over the forecast period.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Netherlands with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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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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