Energy drinks

The European market for energy drinks is expected to reach USD169 billion by 2024, expanding at a CAGR of around 7 .9% from 2018 to 2024 . 40

Energy drinks are a niche within the soft drinks market, accounting for just 1% of sales, according to trade association Energy Drinks Europe . 41 However, it says Western Europeans consume about 2 billion litres of energy drinks each year, and Germany leads the world when it comes to innovation in this sector . Although big brands dominate, about 30% of the market is served by small and medium sized companies . 42

Traditional brightly coloured, sugary energy drinks are beginning to make way for more natural ingredients, as consumer preferences shift . Natural caffeine sources like green tea, yerba mate, green coffee bean extract and guarana are on the rise as consumers may perceive such ingredients as a more natural way to boost alertness . 43

Examples of energy drinks with guarana:

Frusano - Organic Energy Drink with Guarana

Source: Frusano.com44

The Organic Energy Project - OE2 Organic Energy Drink with Rhubarb, Guarana, Hibiscus and Beetroot

Source: organicdenmark.com45

Research from Mintel suggests that the majority of consumers across Europe would like to see more natural flavours and colours in energy drinks.46 Most recently, this trend is apparent in a rise in energy drink launches with a ‘no additives/preservatives’ claim . 47