Energy drinks maintains scope for ongoing growth over the forecast period, which will continue to be supported by the dynamism of Red Bull and Monster Energy as they continue to vie for the top place. The consumer audience is also growing and, even though energy drinks are popular in France, such products are still underexploited compared to some other European countries.
Connected to the above point, reduced-sugar energy drinks could align better with health trends, in a similar way as seen in the widening range of reduced-sugar and free-from carbonates. With people becoming increasingly aware of the role sugar consumption can play in the development of a wide range of health issues, sugar has become a key focus for health-conscious consumers and public health institutions.
Expansion in distribution could further support growth in energy drinks over the forecast period. Many retailers are already recognising the ongoing potential of such products and are allocating more shelf space to them, and this is a strategy which can be developed further – and further enhance consumption occasions.
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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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