The outlook for energy drinks is broadly positive with volume sales of energy drinks forecasted to see a healthy increase over the forecast period. As energy drinks matures, lower growth is anticipated in volume terms compared to the review period.
The recent regulatory changes of the deposit system for metal beverage cans and the strong increase in consumption tax will have a lasting impact on sales performance over the forecast period. Both these new regulations have pushed up the retail price of a can of energy drink, and this higher unit price will be a barrier to growth in the upcoming years.
Even though many new brands have tried to challenge the strong position of Red Bull over the review period, none of these brands have been a major success. The two dominant players in carbonates, Coca-Cola Enterprises Nederland BV and Vrumona BV, have both tried to take share from Red Bull by launching new 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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