COMPETITIVE LANDSCAPE
Red Bull leads but the competition continues to intensify
In 2025, Red Bull Deutschland maintained its leading position in energy drinks with a stable retail volume share. The company’s continued success stems from its ability to innovate with new flavours and limited-edition products, which have sustained consumer interest.
Effect represents a significant local brand
Global giants Red Bull, Coca-Cola and PepsiCo (Rockstar) remained the biggest players in energy drinks, due to the popularity of their Red Bull, Monster Energy and Rockstar brands. Nonetheless, a German company and brand, MBG International Premium Brands’s Effect, continued to gain momentum in 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Germany 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 Germany, 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 Germany 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 Germany?
- To what extent are health considerations impacting consumption of Energy Drinks in Germany?
- 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 Germany?
- Which are the leading brands in Energy Drinks in Germany?
- What potential exists for multinational or domestic soft drinks companies to expand in Germany?
- How are products distributed in Energy Drinks in Germany?
- 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 Germany - Category analysis
KEY DATA FINDINGS
Energy drinks remains adynamic soft drinks category
Energy drinks continue to enjoy rising popularity
Reduced sugar energy drinks fit with a key general trend in food and beverages
Consumers seek value for money
Consumer search for healthier soft drinks could hit energy drinks
Potential age limit looming alongside health concerns
Red Bull leads but the competition continues to intensify
Effect represents a significant local brand
Availability, price and convenience bring traffic to discounters
Supermarkets try to lure consumers with new and niche brands
Soft Drinks in Germany - Industry Overview
Health and wellness, price and nostalgia are key factors in consumers’ purchasing decisions
KEY DATA FINDINGS
Cost-savings without compromising on quality
Health and wellness increasingly shapes offer and demand
Changing foodservice consumption supports a demand for soft drinks
Sober trend to favour soft drinks consumption
Diversfication to cover consumers’ needs
Retail to maintain dominance despite recovery of foodservice
Aldi is adding premium value to diversify its offer
Paulaner Brauerei shows dynamism through a retro and nostalgia appeal
Discounters respond to the affordability dynamic while developing higher-quality assortments
Strategic locations and wide and varied offers support strong position of supermarkets
Fountain sales in Germany
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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