Energy Drinks Grow 29 Percent Worldwide Over Past Five Years

Tuesday, September 6th, 2016 | 548 Views

More energy drinks were launched worldwide in 2015 than in any year since 2008. Volume sales also rose 10 percent worldwide, with China experiencing the highest volume growth, according to a report by Mintel.

Around seven percent of energy drinks launched globally in 2015 carried an organic claim, up from four percent in 2011. Europe led the way as the hotbed for organic innovation, with almost three in five organic energy drinks being launched in Europe.

The marked shift towards organic and ‘natural’ marketing of energy drinks comes as brands attempt to overcome negative associations and expand their traditional target audience of 18 to 24 year olds to include older consumer groups like busy parents.

This also reflected consumers’ strong interest in more natural energy drink choices. Around 40 percent of consumers in China said that they would be encouraged to buy a sports or energy drinks product made from natural ingredients, while one in four US consumers said that they would be more comfortable drinking energy drinks or shots made with all-natural ingredients.

Germany recorded the highest share of new energy drink launches in 2015, overtaking the US for the first time. Nine percent of global energy drink launches occurred in Germany in 2015, as opposed to eight percent in the US. This is changed from the year before, when Germany experienced just six percent of global energy drink launches and the US played host to ten percent.

Volume sales also rose by 10 percent globally. The top five energy drinks markets worldwide in terms of volume sales were the US (3.3 billion litres), China (1.4 billion litres), the UK (561 million litres), Thailand (465 million litres) and Vietnam (351 million litres). Volume sales in Germany followed closely, reaching 328 million litres.

China experienced the greatest increase in terms of volume growth between 2014 and 2015 — up 25 percent — followed by Thailand, which experienced a rise of 19 percent.

Mintel global food and drink analyst Alex Beckett said that global growth reflected that the drinks’ energy boosting properties continued to resonate with shoppers.

“Energy drinks remain the controversial, yet undeniably successful, wild child of the soft drinks family,” Mr Beckett said.

“Energy drinks are benefitting from being championed by giant brands, which devote huge investment to advertising and high-profile marketing initiatives to project an exciting and edgy image,” he added.