Energy drinks are expected to witness steady growth during the forecast period as consumers seek soft drinks that help them contend with busy modern lifestyles. Whilst there are some challenges for this category in relation to the health trend, the growing selection of products and regular launches of limited editions, will drive the category forward, as will wider distribution.
The rising health and wellness trend in Austria creates both an opportunity and threat for the energy drinks category. Existing and new brands will likely capitalise on current health trends to produce low sugar and organic/natural energy drinks for consumers.
Another potentially limiting factor for future growth is the growing popularity and competition of RTD tea, functional waters and sports drinks. Like energy drinks, some RTD teas have added features and functional benefits such as with green teas, especially those offering higher caffeine or other energy-boosting features.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Austria 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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