Energy drinks is set for further robust growth over the forecast period, driven by evolving consumer preferences and a lifestyle shift towards convenience and instant energy options. Key trends, such as the rising demand for healthier, functional beverages and a consumer base increasingly focused on enhanced performance and endurance, are expected to continue shaping the category’s development.
Convenience retailers has emerged as a pivotal channel for energy drinks, driving growth through exclusivity and rapid, targeted distribution. Leading brands are increasingly prioritising launches in convenience outlets, where consumer demand for immediate, on-the-go energy solutions is high.
As the functional beverage space continues to evolve, the line between supplementation and energy drinks will become increasingly blurred. This convergence is evident with sports nutrition brands, such as Athletic Sport and Optimum Nutrition, expanding into energy drinks over the review period — a strategic move to capture opportunities in this lucrative category through product diversification.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Australia 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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Energy Drinks
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 definitionsThis report originates from Passport, our Energy Drinks research and analysis database.
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