Energy drinks is projected to continue to see positive, but slowing, off- and on-trade volume and value (constant 2024 prices) growth over the forecast period. The demand for reduced sugar and sugar-free options and natural ingredients or functional enhancements, such as added vitamins or electrolytes, is predicted drive growth.
Prohibiting the sale, purchase and provision of energy drinks to under 18-year-old consumers is provided for by the Draft Law on Amendments and Supplements to the Law on Health, introduced in early 2024. The proposed changes create a legal mechanism that aims to guarantee the protection of children's health from the potential risks posed by the consumption of energy drinks.
As health consciousness continues to rise among the population, particularly among younger demographics, consumers are actively seeking healthier beverage alternatives, such as bottled water and within juice. This is likely to change the perception of energy drinks and pose a challenge to the sustained growth potential of category.
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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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