Sales of energy drinks are enjoying a healthy growth performance in Finland in 2025, in both volume and value terms, supported by strong baseline consumer demand for energy-boosting beverages — especially to help support busy lifestyles.

Energy drinks in Israel showed another positive performance in retail volume terms in 2025. Growth was down slightly on 2024, partly due to increasing maturity and health concerns, but also because of sustained price hikes. However, a more stable inflationary environment alleviated pricing pressures to some extent while also bolstering confidence among consumers, which helped to ensure demand remained resilient overall. At the same time, the trend towards busier lifestyles continued to reinforce

In 2025, the energy drink market in Peru entered a more mature stage of development, marked by a deceleration in value expansion but continued widening of its consumer base. After several years of rapid growth, the category has begun to stabilise, with performance increasingly shaped by competitive repositioning rather than accelerated expansion. Despite this moderation, penetration continues to rise nationwide, reflecting that more households are integrating energy drinks into their routines. E

Consumers were more reliant on energy drinks in 2025 as wartime living put a strain on physical and mental and energy levels. Wider consumer appeal provided stimulus to volume growth with older consumers increasingly turning to these soft drinks. Affordable brands are key to attracting more consumers into the energy drinks category, since price is often a key barrier to purchase.

In 2025, energy drinks in Turkey experienced single-digit off-trade volume growth, a slowdown compared with previous double-digit expansion, as inflation and rising prices constrained consumer spending on non-essential items. Regular energy drinks led off-trade volume growth, supported by stronger marketing investment and greater brand visibility, while reduced-sugar variants also gained traction among health-conscious consumers. Red Bull maintained its leadership through brand strength and prod

Energy drinks experienced a challenging year in 2025 as consumption continued to contract under the pressure of the sugar-based health tax implemented in late 2023. The tax significantly increased retail prices and placed a disproportionate burden on sugarised products, which represent the majority of the category. Although reformulation efforts have expanded reduced-sugar portfolios, the impact has been insufficient to offset falling demand for traditional, high-sugar variants.

Energy drinks experienced robust off-trade volume growth in Italy in 2025, fuelled by busy lifestyles, innovation, and expanded availability, making it a dynamic soft drinks category. Sales of reduced sugar variants surged, although regular options still dominated. Future growth is projected to remain strong, but will moderate due to maturity, health concerns, and the impending sugar tax, driving innovation towards healthier formulations and functional hybrids. Competition from functional bottle

Energy drinks is seeing rising sales supported by the demand for energy boosts amongst younger consumers leading ever more hectic lifestyles. However, the increasing cost of living has served to dampen growth to some extent, with consumers generally cutting back on spending on soft drinks. Manufacturers are investing in the development of distribution and new flavours to drive growth.

In 2025, energy drinks in Hungary faced one of the most significant regulatory shifts in recent years with the introduction of an age restriction on sales. From mid-June, energy drinks could no longer be sold to consumers under 18 years of age, bringing the category into line with alcohol and tobacco in terms of sales conditions. Retailers have been required to implement stricter age verification processes, dedicate separate shelf space to energy drinks, and train staff to comply with the new ru

Energy drinks in the US is surging, with fast off-trade volume and current value sales growth projected over 2025. The category has benefited from distinctly new demographics, with younger consumers favouring energy drinks for their caffeine intake over carbonates, RTD coffee or tea. Retail volume sales accelerated again in 2025 after a positive but moderate 2024 in terms of growth. Key players attributed underperformance to stifled convenience store traffic and tightened consumer spending. In 2

Energy drinks is the most dynamic category in soft drinks, with Egyptians attracted by the functionality, flavours and affordability of such beverages. Affordable brands like Sting and FURY are resonating with Egyptians who favour the combination of low price and brand appeal.

Energy drinks in the UAE is recording moderate retail volume growth in 2025, supported by strong youth demand and broad brand variety, yet constrained by the 100% excise tax and intensifying competition from adjacent categories such as sports drinks, RTD coffee and kombucha. Reduced sugar energy drinks is expanding faster than regular formats due to stronger interest in healthier choices and greater brand participation, even though awareness of artificial sweeteners remains limited. Over the for

Energy drinks in Ireland recorded robust volume growth in 2025, as busy lifestyles and demand for functional beverages supported frequent, everyday consumption. Regular formats still account for most sales, but reduced-sugar and zero-sugar energy drinks are expanding at the fastest pace, helped by launches such as Lucozade Energy Zero Pink Lemonade and a widening choice of flavoured variants from leading brands. The category is also evolving towards more natural and health-oriented propositions,

Energy drinks in Spain is the fastest-growing soft drinks category in 2025, with strong rises in both regular and reduced sugar formats. Reduced sugar options are expanding most rapidly, supported by rising interest in functional beverages and lower-sugar formulations. Innovation remains central to performance, with brands launching sugar-free variants, limited editions and influencer-driven campaigns to broaden appeal. Monster and Red Bull continue to lead development, while new entrants such a

Energy drinks is seeing growth as busy consumers look for quick and convenient ways to boost their energy. These products have been less vulnerable to the rising concerns about sugar content and artificial ingredients, as they are valued for their specific functionality. Indeed, regular energy drinks continues to significantly outperform the reduced sugar category.

Energy drinks in South Africa is recording strong retail volume growth in 2025, driven by rising urban mobility, convenience needs and growing participation in fitness and sports activities. The category benefits from heavy consumption among young professionals and students, supported by broad distribution, promotional intensity and expanding penetration in gyms and forecourt retailers. Reduced sugar energy drinks is the most dynamic subcategory as consumers increasingly shift toward cleaner, fu

Strong volume growth is visible in energy drinks as the range of consumption occasions expands in China. Leading brand Eastroc Super Drink has been pivotal to retail volume growth in 2025, offering competitive pricing and larger packaging formats. Reduced-sugar variants are now making their mark in the category, as players respond to broader health trends.

Energy drinks in Indonesia achieved solid off-trade volume growth in 2025, largely due to strategic pricing and a shift towards accessible cup packaging, which appealed to price-sensitive consumers. New product launches and expanded distribution, particularly to small local grocers, further stimulated sales. Asia Health Energi Beverages PT led the competitive landscape with aggressive promotions, while Kino Indonesia Tbk PT secured second position through wide reach and consistent pricing. Small

Despite ongoing economic pressures, energy drinks remains one of the most dynamic categories within soft drinks in 2025. New flavours, formulations and functional benefits are keeping consumers engaged, while the expanding offer of reduced sugar and no sugar energy drinks is addressing some of the health concerns around these products. Players have also been successfully expanding their portfolios to reach a broader audience.

Energy drinks sales have come under pressure in 2025 against a backdrop of rising prices and growing health concerns around caffeine intake. In response players have been introducing new product lines including natural energy drinks in an effort to attract and retain consumers. Convenience stores continue to play an important role in promoting new products and pushing sales.

Energy drinks registered a solid performance in 2025 as it expanded with new product launches targeting a range of demographics and benefited from favourable weather. As with other soft drink categories, functionality and natural positioning remain key drivers of growth. Indeed, reduced sugar variants saw the most dynamic performance, although regular energy drinks continue to represent the bulk of category sales.

Energy drinks delivered strong value and volume growth in 2025, remaining one of the fastest developing soft drinks categories in the Czech Republic. Growth continues to be propelled by younger consumers, whose lifestyle habits favour on-the-go consumption, impulse purchases and flavoured, high-caffeine beverages. While affordability remains a major theme in the wider soft drinks market, energy drinks remain comparatively resilient. Frequent promotions, multipacks and discounter penetration supp

Energy drinks in Thailand experienced robust off-trade volume growth in 2025, primarily driven by blue-collar consumers, who view these beverages as a functional necessity. Regular, high-sugar formulations dominated, although the sugar tax is prompting the cautious exploration of reduced sugar options, which remain niche. High consolidation of the competitive landscape fuels intense price competition, with Carabao achieving rapid growth in 2025 through low prices and expanded reach. Convenience

Brand activity is playing a key role in driving growth in energy drinks. Manufacturers are engaging in innovation, including new flavours and health-focused variants, as well as investing in a range of consumer engagement activity, such as event sponsorship and celebrity endorsement.