With consumer lifestyles becoming ever more hectic, especially in Greek urban environments where individuals are constantly on the move, demand for products that claim to boost energy levels should remain high. While teenagers are set to remain a key consumer base for energy drinks due to the appeal of Monster in this demographic group, companies are also increasingly focusing on targeting the adult population and young professionals whose lifestyles are ever more mobile.
Unlike carbonates, where sugar-free SKUs are reaching maturity following a dramatic increase over the review period, the penetration of sugar free products is still low in energy drinks. However, given the strong focus on reduced sugar soft drinks within the industry, amid rising health consciousness in Greece, sugar free energy products are expected to gain popularity and drive sales in the upcoming years.
Lifestyle trends are expected to support category performance over the forecast period, in what will be a fiercely contested industry with competition also from energy substitutes. For instance, more consumers are starting to use supplements that offer energy boosting qualities.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Greece 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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