After the dynamic growth seen during the review period it is expected that energy drinks will start to show some signs of maturity over the forecast period with only moderate growth projected in retail volume terms. Nonetheless, the outlook remains fairly positive with more consumers potentially shifting from other categories such as low alcoholic beer, coffee and carbonates, attracted by the energy-boosting benefits of energy drinks.
Affordability will remain highly important with consumers having seen their disposable incomes squeezed as a result of Russia's invasion of Ukraine and the pandemic and therefore saving money will remain a pressing concern. Whereas before the war period premium brands such as Red Bull were proving popular since Russia’s invasion many consumers have been switching to lower-priced mainstream products as they look to save money.
The proposed implementation of a sugar tax represents a serious threat to the future of energy drinks in Ukraine. Once implemented it would likely push many people towards reduced sugar products with the price of energy drinks already being higher than some other soft drinks options.
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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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