Flavour innovation is set to contribute significantly to off-trade and on-trade volume growth for energy drinks in Australia in the forecast period, and particularly for those products replicating or using natural fruit flavours. In Australia, the taste experience and diverse flavour options play a pivotal role in driving the consumption of energy drinks, with consumers seeking beverages that are refreshing and tasty, beyond their function in providing an energy boost.
The rise of “all-natural” and “clean” energy drinks has propelled growth within the category, with these products extending their reach beyond the conventional customer base by appealing to health-conscious consumers who enjoy functional drinks. Functionality remains a significant growth driver across the soft drinks landscape, with brands such as Shine+ leveraging this trend by introducing offerings that position themselves as cleaner alternatives to typical energy drinks.
In the midst of a challenging cost-of-living crisis, businesses are continuously devising innovative strategies to stay competitive in the market. With prices steadily rising in 2022 and 2023, brands have pivoted towards fresh strategies to offer greater value for money.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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