Energy drinks is expected to witness slower growth in the forecast period, both in value and volume terms. The category is expected to continue facing some challenges with regards to competing products such as functional bottled water and concentrates.
With health and wellness trends on the rise, reduced sugar energy drinks are expected to be the strongest performing category. Manufacturers are expected to combine the reduced sugar claim with other health benefits such as Guayaki Yerbamate Energy drink with just 3g of sugar and 20 calories.
While retail volumes are expected to remain suppressed, on-trade volumes are expected to offer some relief to the category. Developments in the foodservice sector is expected to continue at an impressive rate.
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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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