Across the review period, rapid growth was noted across the energy drinks category. However, while the category will continue to expand, off-trade volume growth is expected to be more modest compared to the strong increases seen across previous years.
Across the forecast period, energy drinks will face competition on two fronts. First, the category will compete with traditional carbonated soft drinks, where it often has a competitive advantage due to its added functional benefits, such as caffeine, vitamins, and other energising ingredients.
Red Bull, Monster, and Cult, the three leading brands in the energy drink category, experiment with new flavours annually; a strategy that has proven effective in maintaining consumer interest. Seasonal and limited-edition flavour launches are a key part of their approach, helping to create a sense of novelty and excitement around the brands.
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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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