After many years of exceptional growth, off-trade volume sales of energy drinks are set to remain fairly static over the forecast period overall as the category matures. Despite predictions for a dip in off-trade volume sales in 2024, overall demand for energy drinks is expected to remain significantly higher than pre-pandemic levels, with growth returning from 2025 onwards.
In accordance with time, place, and occasion (TPO), players in energy drinks are diversifying their product concepts and efficacy. A prime example is the new brand ON THE from Kwang Dong Pharmaceutical.
There are new restrictions aimed at curbing excessive caffeine intake by teenagers, and these are likely to hamper sales growth in the forecast period. To prevent excessive caffeine consumption amongst adolescents, warning labels have been displayed on the shelves of high-caffeine beverages (15mg or more of caffeine per 100ml) in convenience stores near middle schools and high schools starting from April 2023.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in South Korea 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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