Market Trends of europe energy drinks Industry
The growing need for instant boost and alertness, especially among youngsters fuels the demand for energy drink
- Consumption of energy drink is more common in males than in females, with consumption increasing with age. 19% of UK adolescents consume an energy drink 4-5 days per week or more.
- Consumers are concerned about sugar intake, and are opting for energy drinks with reduced sugar or those labeled as "sugar-free" or "low-sugar."
- Discounts and promotions, such as buy-one-get-one-free offers or multi-pack deals are impacting consumer behavior, especially when consumers perceive good value for money.
- The European soft drinks sector has reduced 17.7% of average added sugars in the last seven years based on the bolstered health and nutrition commitments set out by the Union of European Soft Drinks Associations (UNESDA).
OTHER KEY INDUSTRY TRENDS COVERED IN THE REPORT
- Manufacturers are introducing drinks having targeted formulations tailored to mental focus, energy boost, or relaxation
- Red Bull's involvement in extreme sports sponsorship has been instrumental in shaping its brand image
