In 2025, the energy drinks industry in Slovenia remained influenced by changing consumer lifestyles, health awareness, and premium positioning. Reduced-sugar variants led category growth, reflecting growing demand for lower-calorie and functional beverages. Technological innovations in formulation, extraction, and nano-encapsulation are enabling more effective, personalised products, while automation and IoT improve production efficiency. Moving forward, regulatory measures addressing youth cons

Off-trade volume sales of energy drinks rebounded to stronger growth in Uzbekistan in 2025, following a slump to low growth figures seen in 2024 which was caused by tax implications affecting sugary drinks. In 2025, consumers have adjusted to this new pricing environment and demand has returned.

Off-trade volume sales of energy drinks maintained healthy growth in Serbia in 2025, with value growth robust due to high prices. This performance indicates stable baseline demand, especially from younger consumers who are the main audience for energy drinks, despite the high prices. Rather, consumers see energy drinks as having added value which they are prepared to pay for.

Energy drinks saw double-digit growth in Uruguay in 2025, driven by promotions, marketing to younger consumers, expanded flavours, and declining Argentine contraband. Rising health consciousness boosted demand for reduced sugar variants, with Red Bull Sugar Free and Monster Ultra Zero gaining strong traction in key cities.

Off-trade volume sales of energy drinks achieved double-digit growth in New Zealand in 2025, supported by sustained new product development and a deliberate repositioning of the category. Energy drinks have progressively shifted away from narrow, performance-only cues toward more lifestyle-oriented propositions, broadening appeal beyond core users and recruiting more mainstream consumers. Flavour innovation, brand storytelling, and packaging refreshes have been central to reframing energy drinks

Off- and on-trade volume sales of energy drinks in Germany rose strongly in 2025, albeit significantly slower than in 2023 and 2024. Energy drinks remained one of the most dynamic categories in soft drinks in the market, with both the off- and on-trade channels seeing strong expansion at the end of the review period. Importantly, players are offering an increasing range of energy drinks, with brand owners continuing to diversify their products to meet a broadening consumer base.

Energy drinks continues to see growth driven by the demand for a quick and convenient energy boost in Taiwan’s high-pressure occupational and educational environments. The health and wellness trend is influencing demand by driving growing interest in reduced sugar options and, increasingly, the development of multi-functional products offering a range of health benefits.

Sales of energy drinks are seeing healthy volume growth in Ecuador in 2025, at a slightly stronger growth rate than seen in value sales. This is significant as it indicates demand outweighs cost, meaning baseline demand for energy drinks is strong in the country.

Energy drinks continues to register healthy volume growth, with constant flavours innovations and clever marketing strategies keeping the consumer base engaged. The outlook is also positive, though rising concerns about high caffeine, sugar and additive content could pose a challenge over the long term.

Energy drinks in Lithuania are set to register a strong increase in demand in 2025, driven by consumers seeking extra stamina or alertness amid increasingly busy lifestyles. Reduced-sugar options have gained attention alongside rising levels of health awareness, although regular variants remain widely consumed. Seasonal flavour innovations and on-the-go formats have sustained engagement. However, the upcoming 2026 sugar tax is expected to raise prices of high-sugar energy drinks, encouraging a s

Kenya’s energy drinks market registered further growth in 2025, driven by a young, active, and urbanising population, a rising fitness and sports culture, and product innovation. Health and wellness trends, including reduced sugar, and functional benefits, shaped growth in the year and this is expected to continue over the forecast period.

Energy drinks in Romania experienced another challenging year in 2025, as the market continued to absorb the cumulative effects of major regulatory and economic disruptions. The sales ban for under-18s – implemented in 2024 and extended to vending machines, schools, hospitals and other public institutions – had a deep and lasting impact, removing a significant portion of the historical consumer base. Alongside this, the category faced intensifying public scrutiny, with the National Institute of

In 2025, energy drinks in Norway experienced strong off-trade volume growth, fuelled by functional benefits and consumer enjoyment. Reduced-sugar energy drinks became the fastest-growing category, reflecting an increasing awareness of health and wellness among consumers. Consumption trends remained slightly biased toward men, with taste and functionality being the primary factors influencing purchase decisions. Innovations in branding, flavours, and packaging, along with strong sales in supermar

In 2025, energy drinks in Nigeria continues to expand in volume terms, but at a slower pace than in previous years, as the category encounters growing resistance from health-conscious consumers and faces increased scrutiny from media, political figures, and religious leaders. While the core appeal of energy drinks remains firmly rooted in their ability to support hectic, demanding lifestyles – particularly for young adults, students, night-shift workers, and urban professionals – concerns about

Energy drinks in Georgia are increasingly popular among working professionals and students seeking functional benefits. Reduced sugar variants are emerging to meet the needs of health-conscious consumers, although Georgians tend to be loyal to their preferred brands. Convenience stores dominates distribution, meeting on-the-go needs, while e-commerce platforms like Wolt and Glovo provide rapid delivery and price promotions, with the latter often shaping consumer choices. Future growth will be su

Off-trade energy drink sales in Pakistan are expected to grow moderately in 2025, driven by young urban consumers including students, professionals, gamers, and fitness enthusiasts. Consumption is linked to fast-paced lifestyles, late-night work or study, and social activities. Traditional brands like Sting dominate mass-market sales, while Red Bull targets premium, health-conscious consumers. E-commerce and D2C platforms are unlocking growth opportunities, and rising health awareness is prompti

Retail volume sales of energy drinks increased in 2025, making the category one of the few clear winners within soft drinks in a year otherwise characterised by new taxation, cautious household budgets and intensified competition from alternative beverages. The introduction of the sugar tax at the beginning of the year contributed to a significant uplift in unit prices across most sweetened categories, yet energy drinks proved markedly more resilient than carbonates, RTD tea or flavoured bottled

Energy drinks remained one of the most dynamic areas of the market in 2025, with these products tapping into the needs of consumers, especially younger ones. As consumers lead increasingly busy on-the-go lifestyles there is a growing demand for products which can provide an energy boost when studying, working, socialising or exercising. Reduced sugar energy drinks is the largest and most dynamic category, with this being linked to the health and wellness trend. While sales are projected to remai

Energy drinks are showing robust growth in Switzerland as they meet the growing demands for functional beverages and offer a popular refreshment for nights out. Zero and reduced-sugar options are gaining traction as they present a healthier option.

Energy drinks is seeing strong growth, driven largely by ongoing innovation on the part of manufacturers. The introduction of limited edition energy drinks appeals to the category’s target audience of younger consumers looking for novel experiences, with social media and influencers playing a key role in creating a buzz around such products.

Energy drinks in Guatemala serve two purposes: providing functional energy for physically demanding work schedules and offering an indulgent and sensory experience. Regular sugar-containing variants remain dominant, as these beverages are valued for their rapid energy boost, rather than any health benefits. Affordable brands like Raptor have helped to democratise access to energy drinks, making them available to a wider range of consumers across different income levels. Small local grocers are k

In the Philippines, energy drinks recorded rising retail volume and value sales in 2025, supported by busy lifestyles and steady demand for quick energy boosts, alongside price adjustments and gradual premiumisation. Cobra and Sting continued to benefit from extensive availability across traditional retail and local foodservice, while PET formats supported on-the-go usage even as returnable glass remained important for price-sensitive shoppers. Reduced sugar energy drinks delivered the fastest v

Energy drinks in the Dominican Republic is experiencing strong growth, driven by active lifestyles and the demand for quick energy boosts for work, exercise, or social occasions. The market features both value and premium brands, catering to functional needs and sensory experiences. Reduced sugar and more natural formulations are gaining popularity as health-conscious consumers seek preventive benefits.

Energy drinks is seeing growth driven by the demand for a quick and convenient energy boost amongst ever busier modern urban consumers. However, the category continues to adjust to the impact of a new law introduced in 2024, which banned sales of energy drinks to minors.