It is expected that energy drinks will see steady growth in off-trade volume terms over the forecast period, despite facing new challenges in the market. For instance, the lines between sports drinks and energy drinks are blurring.
Energy drinks in general, have been associated with parties, concerts, and extreme sports, with the category having a limited audience and fewer consumption occasions than some other more popular soft drinks. The presence of specialised products for athletes and sports enthusiasts is still somewhat limited.
The strong market positioning, widespread availability and affordability of local energy drinks brands from Quala and Postobón should continue to benefit their sales. The strong share held by these players is likely to discourage new players, including private label brands, from entering the market, as they are not very appealing to retailers in this category.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Colombia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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