The annual rate of growth in off-trade volume sales of energy drinks is expected to accelerate sharply in 2025 and remain robust through the remainder of the forecast period, returning to double-digits. This growth will be driven primarily by young consumers, with increased per capita consumption anticipated, as well as by overall population expansion and urbanisation.
Players like Sunrise Sales ChP and Oasis Group are expected to continue investing heavily in marketing, particularly live events like music festivals and sports competitions, as well as social media. The stabilisation of unit prices after the introduction of the new tax is also expected to support demand for energy drinks.
While reduced sugar energy drinks like Red Bull Zero are expected to remain a niche offering, their off-trade volume sales are set to more than double during the forecast period as a whole. This growth will be supported by the launch of new flavours like Rockstar Peach (low sugar).
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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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