The “traditional” consumer of energy drinks is younger, and is more likely to be male than female. Indeed, the most common age demographic for the consumption of energy drinks (according to the Spanish health ministry report based on those who say they have consumed an energy drink in the last 30 days), is males aged between 15 and 24.
As mentioned above, one way to the expand the consumer base of energy drinks in Spain is by innovation through reduced sugar varieties. Currently, reduced sugar formats are in demand across soft drinks, as consumers are seeking perceived healthier drinks, and reduced sugar energy drinks (low in sugar and calories) may be attractive to consumers looking for an energy boost without drinking coffee.
As previously mentioned, the general direction in Spain is likely to be towards further legislative developments that limit the sale of energy drinks to minors, with particular concern surrounding the mixing of energy drinks with alcohol. It would not be surprising if other autonomous communities followed Xunta de Galicia in prohibiting the consumption of energy drinks by under 18s, and prohibiting targeted advertising towards this group in the coming years.
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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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