COMPETITIVE LANDSCAPE
Incumbent brands leveraging brand awareness and product innovation to maintain market lead
In 2025, Frucor Suntory Australia Pty Ltd is set to consolidate its leadership in Australia’s energy drinks market, driven by the strong performance of its flagship brand, V, including its core, sugar-free, and Refresh lines. The company has also benefited from the continued momentum of Rockstar, which has contributed to its robust market presence.
Red Bull extends consumer reach through range of packaging options
Red Bull Australia Pty Ltd is set to be the fastest-growing brand manufacturer in Australia’s energy drinks market in 2025, propelled by a dynamic combination of flavour innovation, packaging advances, and refined price-pack architecture. The company’s ability to consistently refresh its flavour portfolio has kept consumer interest high, appealing to both loyal drinkers and new entrants seeking variety and novelty.
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Overview:
Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Energy Drinks industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Energy Drinks in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Energy Drinks in Australia?
- To what extent are health considerations impacting consumption of Energy Drinks in Australia?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Energy Drinks in Australia?
- Which are the leading brands in Energy Drinks in Australia?
- What potential exists for multinational or domestic soft drinks companies to expand in Australia?
- How are products distributed in Energy Drinks in Australia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of Energy Drinks?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
Energy Drinks in Australia - Category analysis
KEY DATA FINDINGS
Health-focused innovation driving growth
Energy drinks experiencing significant consumer demand
Growing interest in reduced sugar options
Steady growth forecast for energy drinks as consumers demand more functional benefits
Impulse nature of energy drinks to influence performance through convenience channels
Prioritising consumer health and wellness goals key for sustained success in the market
Incumbent brands leveraging brand awareness and product innovation to maintain market lead
Red Bull extends consumer reach through range of packaging options
Convenience channels driving impulse purchases
E-commerce gaining traction amongst value-conscious shoppers
Soft Drinks in Australia - Industry Overview
Consumers looking for products with a healthier profile
KEY DATA FINDINGS
Persistent economic challenges
Functional beverages and health need states drive premium growth
Working to add value
Recovery in consumer spending to support growth
Health and wellness to be a key influence on innovation
Ongoing expansion of e-commerce
Coca-Cola Europacific Partners remains the largest player
St Ali seeing strong growth
Supermarkets plays key role in the shopping habits of Australian consumers
Major retailers and niche brands contribute to e-commerce growth
Foodservice vs retail split
Fountain sales in Australia
Ongoing cost-of-living pressures challenge the foodservice industry
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Energy Drinks
- Regular Energy Drinks
- Reduced Sugar Energy Drinks
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 definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Energy Drinks research and analysis database.
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