COMPETITIVE LANDSCAPE
Red Bull leads energy drinks with premium strategy, marketing, and innovation
Red Bull Srl maintained its dominant position in energy drinks in Italy in 2025, securing over half of off-trade value share. This dominance, despite accounting for less than half of off-trade volume sales, underscores the brand's premium pricing strategy.
Monster Energy's portfolio and formats drive gains for Coca-Cola
In 2025, second-placed Coca-Cola HBC Italia Srl was the most dynamic individual company in energy drinks in Italy in 2025. Both its brands, Burn and Monster Energy, performed well, though Monster Energy proved to be the primary growth driver this has a wider presence in the southern region of Italy.
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Overview:
Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Italy 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 Italy, 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 Italy 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 Italy?
- To what extent are health considerations impacting consumption of Energy Drinks in Italy?
- 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 Italy?
- Which are the leading brands in Energy Drinks in Italy?
- What potential exists for multinational or domestic soft drinks companies to expand in Italy?
- How are products distributed in Energy Drinks in Italy?
- 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 Italy - Category analysis
KEY DATA FINDINGS
Growth in energy drinks driven by innovation and channel expansion
Busy lifestyles and innovation drive robust volume growth for energy drinks
Sales of reduced sugar variants surge, but regular energy drinks remains dominant
Innovation and lifestyles to drive robust growth in energy drinks
Future-proofing energy drinks through formula and packaging innovation
Healthier alternatives like functional bottled water set to challenge energy drinks
Red Bull leads energy drinks with premium strategy, marketing, and innovation
Monster Energy's portfolio and formats drive gains for Coca-Cola
Supermarkets leads with promotions and an extensive product range
Red Bull drives vending boom as energy drinks matures in other channels
Soft Drinks in Italy - Industry Overview
Soft drinks sees modest growth amidst health trends, channel shifts, and price rises
KEY DATA FINDINGS
Mixed fortunes, with health trends and competition reshaping soft drinks
Demand for reduced sugar products surges despite sugar tax postponement
Functionality and wellness drive innovation in soft drinks, reshaping the dynamics
Energy drinks and functional bottled water to drive modest growth
Italian sugar tax set to reshape soft drinks, driving a shift to reduced sugar options
Functionality and premiumisation set to dominate soft drinks trends
San Benedetto leads in volume terms, while Coca-Cola leads value sales
waterdrop revitalises powder concentrates with dynamic innovation and health focus
Supermarkets retains its lead in soft drinks through promotions and product range
Busy lifestyles fuel rapid growth in vending and retail e-commerce in soft drinks
“Poveritivo” and price sensitivity: On-trade adapts to challenging economic climate
Fountain sales in Italy
Trends
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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