Energy Drinks Market Research Reports & Industry Analysis
The idea of a strength/energy tonic has been resonant historically and internationally, laying the marketing groundwork for today’s energy drink. Three drinks popular in Great Britain at the beginning of the 20th century illustrate the breath of beverages that were marketed wholly or in part as energy/strength drinks. At that time, the world famous Guinness Stout (stout is a type of ale) was marketed as a cure for tiredness and source of strength (attributed to its iron content). Similarly Iron Brew— which debuted at the dawn of the 20th century and had as its slogan “Made in Scotland from girders”— claimed to be “invigorating,” “strengthening,” “refreshing” and “sustaining.” The iron/energy connection echoes today’s energy drinks’ touting of B vitamins, which trades on their role in combating iron deficiency anemia. IRN BRU (as it is currently known) remains a phenomenally popular beverage in Scotland. It is actually a sweet carbonated beverage which though it has a secret recipe (with 32 flavoring ingredients) is reputed to contain a lot of caffeine.
Lucozade, which used to describe itself accurately enough as “the sparkling glucose drink,” took quite a different approach. Its motto “replaces lost energy” was used in the context of illness. It was marketed as an energy replacer for people who had lost energy when they had the flu or a fever, and indeed was created for this purpose by a British chemist in 1912, and later acquired by drug company GlaxoSmithKline. Originally available only in drugstores and hospitals, it was marketed in a quasi-pharmaceutical packaging (wrapped in cellophane) until 1983. At this point, it was repositioned more or less along the lines of a contemporary energy drink.
Energy Drinks Industry Research & Market Reports
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Energy Drinks in Mexico
... the demand for convenient and affordable drinks that provide an energy boost during the day, with consumption occasions including studying, working, sports, gaming, and going out in the evening. Energy drinks are especially popular amongst ... Read More
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Energy Drinks in Malaysia
... than in 2023. In Malaysia, energy drinks has a fairly limited consumer audience, and faces strong competition from other soft drinks. In a more positive light, the revival of domestic and international travel in the ... Read More
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Energy Drinks in the United Arab Emirates
... drinks are adding an increasing number of claims, the line between different categories is becoming blurred. Energy drinks, sports drinks, RTD coffee and even RTD tea become interchangeable in the minds of local consumers. Many ... Read More
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Energy Drinks in Chile
... not only in the off-trade channel but also via on-trade. Despite facing a challenging economic context with economic stagnation in 2024, the category continues to expand, albeit at a slower pace compared to previous years. ... Read More
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Energy Drinks in Slovakia
... prices continued to push fast retail current value sales growth at the end of the review period. Meanwhile, warm weather in spring and summer 2024 was instrumental in delivering the necessary demand to drive positive ... Read More
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Energy Drinks in Norway
... the review period, including 2024. In addition, the return to pre-Coronavirus (COVID-19) routines and lifestyles has hampered growth prospects, particularly in the off-trade channel. In this vein, the resumption of cross-border trade from 2022-2023 continued ... Read More
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Energy Drinks in Poland
... in 2024, there was a noticeable decrease in both volume and value sales, as the under-18 demographic represented a substantial portion of the consumer base. In response to these changes, companies quickly adapted their portfolios ... Read More
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Energy Drinks in Turkey
... year. Budget-friendly local energy drinks brands are also present but lost some ground in 2024. Coca-Cola Içecek’s strategic focus on its Monster Energy brand, alongside the acquisition of the Predator brand, has played a significant ... Read More
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Energy Drinks in Taiwan
... these products in busier, active lifestyles. The frequent launch of new flavours has also helped to maintain strong interest in the category, in addition to the growing availability of health-oriented varieties containing less sugar and ... Read More
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Energy Drinks in Thailand
... as energy drinks are most commonly consumed by blue-collar workers who see these products as an economical way to boost their energy to help them complete everyday tasks. The energy drinks category also suffers from ... Read More
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Energy Drinks in the Netherlands
... maturity. Severe price increases had a marked impact on volume sales, led by the increase in consumption tax. The introduction of higher consumer tax from the start of 2024 also led to lower promotional efforts ... Read More
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Energy Drinks in Peru
... their weekly expenditure. This growing consumer interest has created a favourable environment for the category, prompting it to become a priority in expansion strategies for companies. Notably, Peruvian multinationals such as AJE Group and Industrias ... Read More
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Energy Drinks in Spain
... costs made for a somewhat challenging operating environment in 2023, but this impact has reduced in 2024, and unit price rises are expected to be lower in 2024 than in 2023. For some consumers who ... Read More
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Energy Drinks in Portugal
... moderation, per capita consumption continued to rise, indicating that energy drinks are reaching a broader consumer base and gaining wider acceptance. Euromonitor International's Energy Drinks in Portugal report offers a comprehensive guide to the size ... Read More
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Energy Drinks in Romania
... in VAT and the imposition of a sugar tax have led to higher unit prices, which, in a context of persistent high inflation, have made energy drinks less accessible to some consumers. Compounding these pressures, ... Read More
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Energy Drinks in Hungary
... recovered some dynamism and returned to positive off-trade volume growth in 2024. The main growth drivers of the category continued to be constant innovations and launches of new flavours, packaging and recipe updates, price promotions ... Read More
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Energy Drinks in Hong Kong, China
... avoid coffee, sweet and refreshing energy drinks offer an appealing alternative for their caffeine needs. However, consumers are also increasingly prioritising wellness and performance in their beverage choices, leading to growing demand for energy drinks ... Read More
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Energy Drinks in Finland
... continue to boost growth, with many energy drinks offering higher caffeine content and stronger energy-boosting effects. For example, the Puhdistamo brand recently launched its Puhdistamo Natural Energy Drink Strong Lemon Limeade, which provides a powerful, ... Read More
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Energy Drinks in the Philippines
... are particularly popular among blue-collar workers, especially those in the construction, manufacturing, and transportation sectors, who turn to these beverages for an energy boost during long shifts. The resurgence of these industries post-COVID-19, starting in ... Read More
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Energy Drinks in Bulgaria
... drinks. Therefore, off- and on-trade volume growth rates were slower in 2024, compared with the previous three years of the review period. High product prices and a significant, if slower, rate of inflation, as well ... Read More
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Energy Drinks in Australia
... lifestyles. Generation Z and millennials, who balance busy schedules, prefer energy drinks that are convenient, while fitness-focused consumers increasingly view them as effective pre- and post-workout supplements and alternatives to sports drinks, fuelling de... Euromonitor ... Read More
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Energy Drinks in Saudi Arabia
... drink market in Saudi Arabia has long been driven by Generation Z, particularly teenagers, who are frequent consumers of these beverages. However, a combination of factors led to the market contraction during the review period. ... Read More
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Energy Drinks in Italy
... boosting claim remained very relevant in Italy with it featuring not only in soft drinks but also in packaged food and other areas of the market, such as vitamins and dietary supplements. With the pandemic ... Read More
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Energy Drinks in France
... carbonates or sports drinks. Energy drinks tends to recruit a growing range of consumers and enjoy frequency of purchases and, while the main consumer base tends to be Millennials and Gen Z, such products are ... Read More
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Energy Drinks in Azerbaijan
... see energy drinks as similar to carbonates, which are popular across the country. Additionally, the country’s population growth supports the rising demand for energy drinks. Major players are capitalising on this trend through targeted marketing ... Read More
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