PROSPECTS AND OPPORTUNITIES
Lack of regulations around caffeine levels sparks concern
The high caffeine content in energy drinks, particularly popular among children and adolescents in Singapore, has raised concerns over adverse side effects, such as increased heart rate, elevated blood pressure, and sleep disturbances. Prime Energy, which is known to be popular among younger consumers, contains 200mg of caffeine per 335ml can, higher than Red Bull Classic and Monster Energy Original, which typically contain around 100mg of caffeine per serving.
Natural energy drinks, while remaining niche, are expected to grow in availability
The market for energy drinks in Singapore continues to be led by the long-standing Red Bull brand, underpinned by its widespread availability and strong brand recognition. However, while still considered a niche segment, natural energy drinks have gained increased prominence in recent years, aligning with the growing consumer shift toward healthier beverage options.
Reduced sugar energy drinks show stronger growth potential
In Singapore, regular energy drinks will continue to account for the majority of off-trade retail volume sales, remaining the primary choice for consumers. However, a growing emphasis on health and wellness is fuelling a surge in interest for reduced-sugar variants, which are anticipated to surpass their full-sugar counterparts in terms of growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Singapore 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 Singapore, 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 Singapore 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 Singapore?
- To what extent are health considerations impacting consumption of Energy Drinks in Singapore?
- 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 Singapore?
- Which are the leading brands in Energy Drinks in Singapore?
- What potential exists for multinational or domestic soft drinks companies to expand in Singapore?
- How are products distributed in Energy Drinks in Singapore?
- 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 Singapore - Category analysis
KEY DATA FINDINGS
Manufacturers face challenges in navigating mature market
Expanding construction sector fuels demand for energy drinks
Energy drinks brands focus on building brand loyalty amongst young adults
Lack of regulations around caffeine levels sparks concern
Natural energy drinks, while remaining niche, are expected to grow in availability
Reduced sugar energy drinks show stronger growth potential
Soft Drinks in Singapore - 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 Singapore
Trends
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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