Energy drinks looks set to maintain its robust performance over the forecast period, albeit with off-trade volume sales as slightly lower growth rates than seen in 2023. Consumer demand for energy-boosting products will continue, thus supporting this baseline demand.
While both regular and reduced sugar energy drinks will maintain a positive performance over the forecast period, sales are expected to be more dynamic in reduced sugar variants than their regular counterparts. In addition to health and wellness trends, the sugar tax also plays a key role here, casting a more negative light on full-sugar energy drinks and inspiring more players to reformulate their brands to offer reduced sugar options.
The dynamism seen in energy drinks, especially compared to the relative maturity of other soft drinks categories, is highly likely to attract more new players over the coming years. While Red Bull is likely to remain the undisputed leader, the competitive landscape is likely to shift to enable stronger competition between smaller 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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