COMPETITIVE LANDSCAPE
Monster leads, benefiting from Coca-Cola's extensive distribution network and effective marketing
Montevideo Refrescos SA (Coca-Cola), the national brand owner of Monster in Uruguay, continued to lead the energy drinks market in 2025. The off-trade performance of energy drinks has been revitalised by The Coca-Cola Company with the Monster brand, which has rocketed in recent years thanks to Coca-Cola’s extensive distribution network and a successful marketing strategy.
Red Bull strengthens its presence in 2025
Despite trailing Monster in off-trade share terms, Red Bull significantly strengthened its presence in 2025, leveraging strong brand recognition and premium positioning. The brand focused on daytime consumption and concentration-focused marketing, particularly targeting gamers, while improving distribution in traditional channels where penetration was previously weak.
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Overview:
Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Uruguay 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 Uruguay, 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 Uruguay 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 Uruguay?
- To what extent are health considerations impacting consumption of Energy Drinks in Uruguay?
- 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 Uruguay?
- Which are the leading brands in Energy Drinks in Uruguay?
- What potential exists for multinational or domestic soft drinks companies to expand in Uruguay?
- How are products distributed in Energy Drinks in Uruguay?
- 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 Uruguay - Category analysis
KEY DATA FINDINGS
Energy drinks increasingly appealing to younger demographics
Double-digit growth supported by an increase in promotion and advertising activity
Rising health consciousness drives demand for reduced sugar energy drinks
Flavour innovation, the entry of new players, and enhanced distribution to drive consumption
Substantial marketing investment to propel category growth
Low-calorie and plant-based energy drinks may emerge in the coming years
Monster leads, benefiting from Coca-Cola's extensive distribution network and effective marketing
Red Bull strengthens its presence in 2025
Supermarkets’ expansion contributes to decline of small local grocers
E-commerce significantly increases its penetration
Soft Drinks in Uruguay - Industry Overview
Improved economic environment drives soft drinks growth in 2025
KEY DATA FINDINGS
Residual effects of the water crisis persist
Health and wellness trend boosts consumption of 100% juice
Functional beverages gain traction
Moderate growth expected
Health and wellness trend expected to play an increasingly important role
Impact of climate change
The Coca-Cola Company retains its lead in 2025
Danone remains a dominant force in bottled water
Supermarkets lead, expanding their presence across Uruguay
Retail e-commerce set to experience rapid growth
Foodservice vs retail split
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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