The new sugar tax, which comes into effect in January 2025, is expected to negatively impact energy drinks consumption, as major unit price hikes become inevitable. Energy drinks are to be taxed at EUR0.
The on-trade channel is projected to outpace the off-trade channel in volume growth terms over the forecast period. As the economic situation improves, consumers will be more inclined and financially able to eat and drink out more often.
Energy-boosting confectionery and dietary supplements are set to provide stronger competition for energy drinks from 2025, since these products will not be impacted by the new sugar tax. Affordability and stronger product availability in retail stores will drive sales of energy-boosting confectionery and dietary supplements.
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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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