COMPETITIVE LANDSCAPE
V maintains lead over Red Bull, while Red Bull engages in strong brand activity, and Coca-Cola benefits from its overall portfolio
Frucor Suntory New Zealand Ltd maintained its lead in energy drinks in 2025 with its top V brand, holding a small share ahead of second-placed Coca-Cola Amatil (NZ) Ltd with its portfolio of Live +, Mother, and Monster. Meanwhile, Red Bull (NZ) Ltd comes in third company place, with the Red Bull brand in second brand place after V.
The Musashi bus attracts attention with its LED display to showcase the Energy Amplified brand line
Combined “others” saw robust collective company growth in energy drinks in 2025, due to the emerging number of new entrants who offer diversified options to meet different needs. In player terms, Vitaco Health NZ Ltd performed well with its Musashi brand.
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Overview:
Understand the latest market trends and future growth opportunities for the Energy Drinks industry in New Zealand 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 New Zealand, 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 New Zealand 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 New Zealand?
- To what extent are health considerations impacting consumption of Energy Drinks in New Zealand?
- 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 New Zealand?
- Which are the leading brands in Energy Drinks in New Zealand?
- What potential exists for multinational or domestic soft drinks companies to expand in New Zealand?
- How are products distributed in Energy Drinks in New Zealand?
- 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 New Zealand - Category analysis
KEY DATA FINDINGS
Energy drinks achieves double-digit volume growth, thanks sustained new product development and category repositioning
New product launches fragment the category to address different needs
Reduced sugar energy drinks align with overall sugar moderation trend
Energy drinks set for sustained volume growth over the forecast period, supported by lifestyle-led expansion
Health and wellness-led innovation will continue to expand energy drinks’ uses
Digital-first convenience to anchor repeat-led growth for energy drinks
V maintains lead over Red Bull, while Red Bull engages in strong brand activity, and Coca-Cola benefits from its overall portfolio
The Musashi bus attracts attention with its LED display to showcase the Energy Amplified brand line
Supermarkets drive energy drinks sales, reinforced by scale, value-led promotions and digital reach
Growth further supported by digitisation strategies and loyalty-linked offers
Soft Drinks in New Zealand - Industry Overview
Volume sales see an uptick thanks to stabilising economic factors
KEY DATA FINDINGS
Health and wellness trends become the defining structural driver of soft drinks in New Zealand
Flavour innovation remains a critical driver of differentiation in soft drinks
Sustainability trends continue to rise across New Zealand’s soft drinks market
An ongoing positive performance driven by an improving economy and health-led trends
Future innovations will be backed by science-led claims
Distribution will become more strategic over the forecast period
Coca-Cola Amatil (NZ) Ltd maintains its overall company lead thanks to myriad strengths
Allpress Espresso benefits from translation café-style coffee into a RTD offer
Supermarkets maintains leading distribution channel place
Warehouse clubs and retail e-commerce continue to grow
Foodservice vs retail split
Fountain sales in New Zealand
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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