Energy drinks in China is expected to post stable but slowing off-trade volume and current value growth over the forecast period. This will be driven by the functional need for energy-boosting drinks amongst certain consumer groups, as well as the large potential consumer base.
With health-consciousness rising amongst consumers, there is growing demand for energy drinks to be more environmentally- and lifestyle-friendly. Instead of using artificial flavours and unidentifiable substances, players in energy drinks are increasingly utilising natural ingredients.
In the forecast period, trends in energy drinks in China are likely to include product innovation, with a focus on targeting younger consumers by sponsoring sports, music, and gaming events, and using stylish packaging and effective marketing campaigns. The gaming and e-sports communities have increasingly adopted energy drinks, as these can help to improve focus and mental clarity during late-night gaming sessions.
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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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