The positive performance of energy drinks during the review period and in spite of the sugar tax is set to continue over the forecast period. Energy drinks are popular in Croatia, along with being widely available, and also offer an ongoing stream of new novelties to tempt consumers.
The main selling point of energy drinks is that it boosts energy. However other soft drinks such as RTD coffee and functional bottled water also benefit from being on-the-go, energy boosters – mirroring the appeal of many energy drinks.
There is concern over the high levels of sugar in energy drinks and this could increasingly lead to higher prices over the forecast period, due to the recently implemented sugar tax. There is also the possibility of the rate being raised further in the future, if the current rate is not seen to reduce sugar intake.
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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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