Europe Energy Drinks Market Size

The Europe Energy Drinks Market is experiencing significant growth, with its market size expanding as energy drinks become increasingly mainstream beyond their traditional athlete consumer base. This growth is driven by the rising popularity of both traditional and sugar-free/low-calorie options, which dominate the market share due to their availability in innovative flavors and ingredient combinations. The natural/organic segment is particularly notable for its rapid expansion, reflecting consumer demand for healthier alternatives. The market's expansion is further supported by strategic partnerships and promotional efforts by leading brands, enhancing their visibility and consumer engagement across various platforms.

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Market Size of europe energy drinks Industry

Europe Energy Drinks Market Summary
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svg icon Study Period 2018 - 2030
svg icon Market Size (2024) USD 22.12 Billion
svg icon Market Size (2030) USD 33.56 Billion
svg icon Largest Share by Soft Drink Type Traditional Energy Drinks
svg icon CAGR (2024 - 2030) 7.19 %
svg icon Largest Share by Country Germany

Major Players

Europe Energy Drinks Market Major Players

*Disclaimer: Major Players sorted in no particular order

Key Players

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Europe Energy Drinks Market Analysis

The Europe Energy Drinks Market size is estimated at 22.12 billion USD in 2024, and is expected to reach 33.56 billion USD by 2030, growing at a CAGR of 7.19% during the forecast period (2024-2030).

22.12 Billion

Market Size in 2024 (USD)

33.56 Billion

Market Size in 2030 (USD)

5.56 %

CAGR (2018-2023)

7.19 %

CAGR (2024-2030)

Largest Segment by Soft Drink Type

41.81 %

value share, Traditional Energy Drinks, 2023

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Sponsorships targeting the fitness communities and strong links between energy drinks and dynamic lifestyles influence consumption, especially among gym-goers and athletes.

Fastest-growing segment by Soft Drink Type

7.84 %

Projected CAGR, Natural/Organic Energy Drinks, 2024-2030

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The combination of health-conscious trends, dietary preferences and taste innovation fuels the rising popularity of sugar-free and low-calorie energy drinks in the market.

Leading Market Player

7.82 %

market share, Red Bull GmbH, 2022

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The company's impactful marketing strategies and unconventional tactics, often linked with pop culture, and active lifestyle resonate well with a diverse audience in Europe.

Largest Segment by Country

17.41 %

value share, Germany, 2023

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Demand for stimulants like energy drinks to resist fatigue and enhance mental and physical performance is well-suited for busy lifestyles, thus contributing to its popularity.

Fastest-growing segment by Country

9.32 %

Projected CAGR, Turkey, 2024-2030

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The sports and fitness culture in Turkey, combined with its appeal at social events aligns with the rising consumption of energy drinks especially among young adults.

Natural/organic energy drinks drive a wave of growth in the energy drinks market as consumers prioritize well-being

  • Energy drinks, known for their purported benefits in enhancing performance, endurance, and alertness, have transitioned from being primarily consumed by athletes to becoming mainstream beverages. This shift is evident as working professionals, young adults, and even college students increasingly embrace these drinks. In 2023, a significant 70% of Europeans reported regular energy drink consumption. Furthermore, in 2022, nearly a third of UK adolescents reported consuming energy drinks on a weekly basis.
  • Within the European market, both traditional and sugar-free/low-calorie energy drinks dominate, collectively accounting for a substantial 62% value share in 2023. This dominance is fueled by the rising availability of energy drinks in innovative flavors and ingredient combinations. These drinks are now offered as standalone products or mixed with juices or spirits, catering to diverse preferences, from mocktails to cocktails.
  • Notably, the natural/organic energy drinks segment is witnessing remarkable growth in Europe, driven by its surging popularity across consumer segments. In 2023, a noteworthy 41% of German consumers expressed a willingness to pay a premium for energy drinks solely made from natural boosters. Global giants and emerging brands like Tenzing, Celsius, and Nuun are also incorporating ingredients like guarana, green tea, and natural caffeine, aligning with the demand for sustainable and healthier energy sources. This trend holds immense promise, particularly in both mature and emerging markets, with the segment projected to register a value CAGR of 7.80% during 2024-2030.
Europe Energy Drinks Market

Growing influence of endorsements and social media marketing in the region is driving the energy drinks market

  • From 2020 to 2023, the European energy drinks market witnessed a robust sales growth of 21.05% by value, primarily fueled by intensified promotional efforts. Leading players in the market have strategically aligned with sports clubs, bolstering their digital presence on platforms such as Twitter, Facebook, and Instagram. This not only grabs consumer attention but also amplifies brand visibility. For instance, Red Bull, a key player, has ventured into football ownership with clubs in Austria, Germany, and Brazil. Similarly, Monster Energy has forged partnerships with prominent clubs like Liverpool FC (England).
  • The energy drinks market has witnessed significant growth and popularity in recent years in Germany, driven by increasing consumer demand for healthier and more natural alternatives and increasing product launches in the country. For instance, GÖNRGY launched a new range of canned energy drinks by German social media star MontanaBlack. The drinks are calorie-free and were made available in cooperation with REWE and Kaufland in 2023. Similarly, PepsiCo launched a new beverage, Rockstar Energy + Hemp, that contains caffeine, guarana, taurine, and hemp seed extract. Thus, the energy drinks market has registered a growth rate of 22.77% by value from 2020 to 2023 in the country.
  • Turkey stands out as the frontrunner in the energy drinks market, and it is poised to achieve a CAGR of 9.54% by value from 2024 to 2030. Notable brands in the Turkish market include Energy Drink 0Max and Qpower Energy Drink. Responding to the rising demand for healthier options, these brands are rolling out sugar-free, low-calorie, and even calorie-free variants, catering to athletes and the health-conscious alike.

Europe Energy Drinks Industry Segmentation

Energy Shots, Natural/Organic Energy Drinks, Sugar-free or Low-calories Energy Drinks, Traditional Energy Drinks are covered as segments by Soft Drink Type. Glass Bottles, Metal Can, PET Bottles are covered as segments by Packaging Type. Off-trade, On-trade are covered as segments by Distribution Channel. Belgium, France, Germany, Italy, Netherlands, Russia, Spain, Turkey, United Kingdom are covered as segments by Country.

  • Energy drinks, known for their purported benefits in enhancing performance, endurance, and alertness, have transitioned from being primarily consumed by athletes to becoming mainstream beverages. This shift is evident as working professionals, young adults, and even college students increasingly embrace these drinks. In 2023, a significant 70% of Europeans reported regular energy drink consumption. Furthermore, in 2022, nearly a third of UK adolescents reported consuming energy drinks on a weekly basis.
  • Within the European market, both traditional and sugar-free/low-calorie energy drinks dominate, collectively accounting for a substantial 62% value share in 2023. This dominance is fueled by the rising availability of energy drinks in innovative flavors and ingredient combinations. These drinks are now offered as standalone products or mixed with juices or spirits, catering to diverse preferences, from mocktails to cocktails.
  • Notably, the natural/organic energy drinks segment is witnessing remarkable growth in Europe, driven by its surging popularity across consumer segments. In 2023, a noteworthy 41% of German consumers expressed a willingness to pay a premium for energy drinks solely made from natural boosters. Global giants and emerging brands like Tenzing, Celsius, and Nuun are also incorporating ingredients like guarana, green tea, and natural caffeine, aligning with the demand for sustainable and healthier energy sources. This trend holds immense promise, particularly in both mature and emerging markets, with the segment projected to register a value CAGR of 7.80% during 2024-2030.
Soft Drink Type
Energy Shots
Natural/Organic Energy Drinks
Sugar-free or Low-calories Energy Drinks
Traditional Energy Drinks
Other Energy Drinks
Packaging Type
Glass Bottles
Metal Can
PET Bottles
Distribution Channel
Off-trade
Convenience Stores
Online Retail
Supermarket/Hypermarket
Others
On-trade
Country
Belgium
France
Germany
Italy
Netherlands
Russia
Spain
Turkey
United Kingdom
Rest of Europe
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Europe Energy Drinks Market Size Summary

The European energy drinks market is experiencing a significant transformation, evolving from a niche product primarily consumed by athletes to a mainstream beverage choice among a broader demographic, including working professionals and young adults. This shift is driven by the increasing availability of energy drinks in innovative flavors and formulations, such as sugar-free and low-calorie options, which cater to diverse consumer preferences. The market is characterized by a strong demand for natural and organic energy drinks, with consumers showing a willingness to pay a premium for products made from natural ingredients. This trend is supported by global and emerging brands incorporating natural boosters like guarana and green tea, aligning with the growing consumer preference for sustainable and healthier energy sources.

The market landscape in Europe is fragmented, with major players like Monster Beverage Corporation, PepsiCo, Inc., Red Bull GmbH, Suntory Holdings Limited, and Vitamin Well Limited holding a significant share. The region has seen robust sales growth, driven by strategic marketing efforts and partnerships with sports clubs, enhancing brand visibility and consumer engagement. Countries like Germany and Turkey are leading in market growth, with Turkey projected to maintain a strong growth trajectory. The market's expansion is further supported by the introduction of new products and variants, such as sugar-free and calorie-free options, responding to consumer concerns about sugar intake. Discounts and promotions also play a crucial role in influencing consumer purchasing behavior, emphasizing the importance of perceived value for money.

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Europe Energy Drinks Market Size - Table of Contents

  1. 1. MARKET SEGMENTATION (includes market size in Value in USD and Volume, Forecasts up to 2030 and analysis of growth prospects)

    1. 1.1 Soft Drink Type

      1. 1.1.1 Energy Shots

      2. 1.1.2 Natural/Organic Energy Drinks

      3. 1.1.3 Sugar-free or Low-calories Energy Drinks

      4. 1.1.4 Traditional Energy Drinks

      5. 1.1.5 Other Energy Drinks

    2. 1.2 Packaging Type

      1. 1.2.1 Glass Bottles

      2. 1.2.2 Metal Can

      3. 1.2.3 PET Bottles

    3. 1.3 Distribution Channel

      1. 1.3.1 Off-trade

        1. 1.3.1.1 Convenience Stores

        2. 1.3.1.2 Online Retail

        3. 1.3.1.3 Supermarket/Hypermarket

        4. 1.3.1.4 Others

      2. 1.3.2 On-trade

    4. 1.4 Country

      1. 1.4.1 Belgium

      2. 1.4.2 France

      3. 1.4.3 Germany

      4. 1.4.4 Italy

      5. 1.4.5 Netherlands

      6. 1.4.6 Russia

      7. 1.4.7 Spain

      8. 1.4.8 Turkey

      9. 1.4.9 United Kingdom

      10. 1.4.10 Rest of Europe

Europe Energy Drinks Market Size FAQs

The Europe Energy Drinks Market size is expected to reach USD 22.12 billion in 2024 and grow at a CAGR of 7.19% to reach USD 33.56 billion by 2030.

In 2024, the Europe Energy Drinks Market size is expected to reach USD 22.12 billion.

Energy Drinks Market in Europe Report Snapshots

Europe Energy Drinks Market SIZE & SHARE ANALYSIS - GROWTH TRENDS & FORECASTS UP TO 2030