COMPETITIVE LANDSCAPE
Aggressive promotions and early mover advantage help maintain Asia Health Energi’s leadership
Asia Health Energi Beverages PT, with its brands Torpedo and Kratingdaeng, retained its leadership of energy drinks in 2025. Its position was largely driven by highly aggressive cut-price promotions, particularly within the crucial channel of convenience stores.
Panther's wide reach and consistent strategy
Kino Indonesia Tbk PT remained the closest competitor to Asia Health Energi Beverages in 2025, securing its second position. In off-trade volume terms, its Panther brand led the category overall, benefiting from an unparalleled distribution network.
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Overview:
Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Indonesia 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 Indonesia, 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 Indonesia 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 Indonesia?
- To what extent are health considerations impacting consumption of Energy Drinks in Indonesia?
- 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 Indonesia?
- Which are the leading brands in Energy Drinks in Indonesia?
- What potential exists for multinational or domestic soft drinks companies to expand in Indonesia?
- How are products distributed in Energy Drinks in Indonesia?
- 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 Indonesia - Category analysis
KEY DATA FINDINGS
Strategic growth amidst evolving challenges and future shifts
Pricing and packaging strategies drive growth of energy drinks in 2025
New launches and wider reach in attempt to spark consumer engagement
Future growth to be tempered by consumer perception
Expanding reach and exploring healthier formulations
Sugar tax to potentially reshape the energy drink landscape in Indonesia
Aggressive promotions and early mover advantage help maintain Asia Health Energi’s leadership
Panther's wide reach and consistent strategy
Cup packaging and core consumer base drive dominance of small local grocers
Imported brands and digital promotions fuel e-commerce growth
Soft Drinks in Indonesia - Industry Overview
Resilience and reformulation: Soft drinks navigate stagnation towards future growth
KEY DATA FINDINGS
Price hikes and promotions shape performance of soft drinks in Indonesia
Health and wellness soft drinks expand into Indonesia's local grocers
Hygiene, convenience, and at-home consumption drive bulk bottled water growth
Mixed flavour combinations drive soft drink innovation
Future growth to be driven by economic recovery and strategic innovation
E-commerce's dynamic role in accessing niche markets
Impending sugar tax likely to lead to price hikes and reformulation
Danone’s unwavering leadership through brand strength and strategic reach
Competitive pricing, widespread distribution, and market shifts propel Nipis Madu's growth
Consumers favour small local grocers for accessibility
E-commerce is the dynamic force reshaping retail of soft drinks in Indonesia
Foodservice vs retail split
Fountain sales in Indonesia
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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