FDBusiness.com

Energy Drink Launches Grow 29% in 5 Years as Global Sales Reach 8.8 Billion Litres

 Breaking News
  • Mars Wrigley Confectionery Names New Global President Mars, Incorporated has appointed Andrew Clarke, currently Chief Marketing & Customer Officer, to the role of Global President ‐ Mars Wrigley Confectionery. Andrew Clarke will assume his new role in September. He will be based at Mars Wrigley Confectionery’s global headquarters in Chicago, Illinois. Andrew Clarke. Since 2015 Andrew Clarke has been Chief Marketing & Customer Officer. [...]...
  • More Milk Needed to Cover Demand in 2030 – New Technologies Will Help Between now and 2030 worldwide demand growth for milk and milk products will be three times the level of current US milk production. This was one of the main findings of the latest publication, from the IFCN – the Dairy Research Network – discussed at the 19th IFCN Dairy Conference, held at Teagasc, Moorepark, Cork [...]...
  • Danone Early Life Nutrition Launches Category Overhaul Danone Early Life Nutrition is launching a category refresh that spans its leading baby food brands, Cow & Gate and Aptamil. Cow & Gate is launching fifteen new food recipes across the pouch, cereal, jar and tray product ranges, as well as a complete packaging re-brand across its entire formula milk and food portfolio. Starting from mid-June, [...]...
  • Speed Up Poultry Processing – 15,000 bph With Meyn Rising consumer demand for high-protein food and changing customer preferences have spurred the global market for poultry meat. In response to this growing demand, the market has been forced to increase production volumes. This results in longer production days and increased line speeds. Especially greenfield projects, but also existing plants demand the highest possible processing [...]...
  • Mondelēz International Invests $200 Million in Czech Biscuit Plant to Accelerate Growth in Europe Mondelēz International has invested $200 million since 2014 in its Czech Republic-based Opava biscuit manufacturing facility, which employs nearly 1,000 people and produces Power Brands like Oreo, belVita, Milka and Cadbury, for the European market. The investment builds on Opava’s proud heritage of more than a century as a biscuit-making centre and supports the company’s [...]...

Energy Drink Launches Grow 29% in 5 Years as Global Sales Reach 8.8 Billion Litres

Energy Drink Launches Grow 29% in 5 Years as Global Sales Reach 8.8 Billion Litres
August 30
10:22 2016

More energy drinks were launched globally in 2015 than in any year since 2008, with the number of energy drink products launched growing 29% between 2010 and 2015, according to Mintel Global New Products Database (GNPD). While energy drink launches around the world have seen a new lease of life, Mintel research reveals that when it comes to innovation, Germany is king.

Indeed, Germany recorded the highest share of new energy drink product launches in 2015, overtaking the US for the first time. Some 9% of global energy drink launches occurred in Germany in 2015, as opposed to 8% in the US. In comparison, Germany experienced just 6% of global new energy drink product launches in 2014, while 10% of global launches took place in the US.

It’s not just energy drink innovation that is booming, as volume sales are also on a high. In 2015, the global market for energy drinks rose by an energetic 10% to reach an unstoppable 8.8 billion litres. Around the world, the top five energy drinks markets in terms of volume sales are the US (3.3 billion litres), China (1.4 billion litres), the UK (561 million litres), Thailand (465 million litres) and Vietnam (351 million litres). Additionally, volume sales in Germany reached 328 million litres, with Austria (79 million litres) and Switzerland (58 million litres) following much further behind.

In terms of volume growth, China experienced the greatest increase between 2014 and 2015, rising by an exhilarating 25%, followed by Thailand which experienced a rise of 19%.

MintelEnergyAlex Beckett, Global Food and Drink Analyst at Mintel, comments: “Energy drinks remain the controversial, yet undeniably successful, wild child of the soft drinks family. The primary driver of global growth remains the drinks’ capacity to provide consumers with a quick and effective energy boost – something which resonates with consumers the world over. Energy drinks are benefitting from being championed by giant brands, which devote huge investment to advertising and high profile marketing initiatives to project an exciting and edgy image. However, in less developed regions, local energy drink brands are emerging and gaining distribution as a more affordable alternative to multinationals, adding pressure for major players to project a brand identity that consumers from New York to Beijing want to be associated with, and pay more for.”

On a natural note, Mintel research indicates that introductions bearing an organic claim have reached a record high. Some 7% of energy drinks launched globally in 2015 carried an organic claim, up from 4% in 2011. And organic innovation shows few signs of slowing down: so far in 2016*, as many as 6% of global launches have carried an organic claim, with Europe leading the way. Three in five (58%) organic energy drink products launched globally in 2016* have taken place in Europe, compared to two in five (39%) in North America and just 3% in Latin America.

The rise in organic launches comes as consumers show strong interest in more natural energy drinks. Indeed, one in four (26%) US consumers say they would be more comfortable drinking energy drinks or shots made with all-natural ingredients. Furthermore, over half of consumers in Poland (61%), Spain (54%), Italy (54%) and Germany (53%) say they would like to see a wider variety of sports and energy drinks made with natural colourings and flavours.

In China, thirst for more natural energy drinks is evident in that two in five (40%) consumers say they’d be encouraged to buy a sports of energy drink product made from natural ingredients.

MintelSportsNutrition“The rise in global organic energy drink offerings illustrates how the sector is attempting to appeal to a broader audience by conveying a more natural image. For the foreseeable future, brands will remain under pressure to reformulate with better-for-you ingredients,” continues Alex Beckett.

Finally, Mintel research reveals that parents are emerging as a valuable audience for energy drinks. In the US, while on average 12% of consumers drink energy drinks, this rises to over one quarter (26%) of those with children aged 5 and under and 32% of those with 6 to 11 year olds. In Germany, one third (33%) of adults drank a branded energy drink in 2015, rising to over two in five (44%) of those with under-21’s in the household. Meanwhile, in the UK, three in five (58%) parents with children aged 5 and under drink energy drinks, up from an average of 35%.

“Often exhausted and needing to be on the go pretty much constantly, young parents are emerging as a valuable user group for energy drink brands around the world. Although they are not the traditional target audience of 18-24s which typically feature in marketing campaigns, young parents and older Millennials in general are the primary energy drink consumers,” Alex Beckett concludes.

 

*Jan-July 2016

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • June 17, 2018The Excellence of Italian Food and Wine (Bellavita Expo)
  • June 25, 2018Packaged., The 7th Global Summit
  • September 5, 2018Int'l Food Products and Processing Technologies Exhibition (WorldFood Istanbul)
  • September 15, 2018iba
AEC v1.0.4

Jobs: New Product Development

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements