PROSPECTS AND OPPORTUNITIES
Dynamic innovation will continue to fuel growth of energy drinks
Energy drinks is set for further robust growth over the forecast period, driven by evolving consumer preferences and a lifestyle shift towards convenience and instant energy options. Key trends, such as the rising demand for healthier, functional beverages and a consumer base increasingly focused on enhanced performance and endurance, are expected to continue shaping the category’s development.
Convenience and accessibility to support future purchases of energy drinks
Convenience retailers has emerged as a pivotal channel for energy drinks, driving growth through exclusivity and rapid, targeted distribution. Leading brands are increasingly prioritising launches in convenience outlets, where consumer demand for immediate, on-the-go energy solutions is high.
Lines between supplementation and energy drinks set to blur
As the functional beverage space continues to evolve, the line between supplementation and energy drinks will become increasingly blurred. This convergence is evident with sports nutrition brands, such as Athletic Sport and Optimum Nutrition, expanding into energy drinks over the review period — a strategic move to capture opportunities in this lucrative category through product diversification.
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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
Consistent strong off-trade volume growth for energy drinks
Frucor Suntory retains leadership, supported by exclusive deal to bring US cult favourite Celsius to Australian market
Regulations focused on potentially harmful energy drinks push players towards clean labels and natural reformulation
Dynamic innovation will continue to fuel growth of energy drinks
Convenience and accessibility to support future purchases of energy drinks
Lines between supplementation and energy drinks set to blur
Soft Drinks in Australia - Industry Overview
Soft drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Fountain sales in Australia
Ongoing cost-of-living pressures challenge the foodservice industry
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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