2012 Global Energy Drinks

zenithinternational specialist consultants to the food and drink industries worldwide

Zenith Report Global Energy Drinks 2012

STRATEGY & MANAGEMENT  MERGERS & ACQUISITIONS  COMMERCIAL & MARKET  OPERATIONS & TECHNICAL  WATER & GEOTHERMAL  ENVIRONMENT & CARBON  PACKAGING & DISTRIBUTION

Contents Global Overview

Page 9-35

Global market commentary

10

Executive summary

10

Overview

12

Global Consumption Tables/Charts:

15

Global consumption, volume, 2007-2011

15

Global consumption, value, 2007-2011

15

Consumption by region, volume 2007-2011

16

Consumption by region, value, 2007-2011

16

Consumption change by region, volume, 2007-2011

17

Consumption change by region, value, 2007-2011

17

Consumption share by region, volume, 2007-2011

18

Consumption share by region, value, 2007-2011

18

Consumption per person by region, 2007-2011

19

Expenditure per person by region, 2007-2011

19

Consumption per person change by region, 2007-2011

20

Expenditure per person change by region, 2007-2011

20

Segmentation: energy drinks vs energy shots, volume, 2007-2011

21

Segmentation: branded vs private label activity, 2011

22

Segmentation: distribution by channels, 2011

22

Segmentation: packaging type, 2011

23

Segmentation: regular vs diet, 2011

23

Global consumption, volume, 2012-2016

24

Global consumption, value, 2012-2016

24

Š Zenith International Ltd 2012

zenithinternational specialist consultants to the food and drink industries worldwide

Contents Global Overview

Global Consumption Tables/Charts: Consumption by region, volume, 2012-2016

25

Consumption by region, value, 2012-2016

25

Consumption change by region, volume, 2012-2016

26

Consumption change by region, value, 2012-2016

26

Consumption share by region, volume, 2012-2016

27

Consumption share by region, value, 2012-2016

27

Consumption per person by region, 2012-2016

28

Expenditure per person by region, 2012-2016

28

Consumption per person change by region, 2012-2016

29

Expenditure per person change by region, 2012-2016

29

Consumption ranking (top 20 countries), volume, 2012-2016

30

Consumption ranking (top 20 countries), value, 2012-2016

31

Consumption per person ranking (top 20 countries), 2007-2016

32

Expenditure per person ranking (top 20 countries), 2007-2016

33

Segmentation: energy drinks vs energy shots, volume, 2012-2016

34

Top 10 company profiles

35

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zenithinternational specialist consultants to the food and drink industries worldwide

Contents Regional Overviews (8) Regional market commentary Regional Consumption Tables/Charts: Consumption by country, volume, 2007-2011 Consumption by country, value, 2007-2011 Consumption change by country, volume, 2007-2011 Consumption change by country, value, 2007-2011 Consumption per person by country, volume, 2007-2011 Expenditure per person by country, value, 2007-2011 Consumption per person change by country, 2007-2011 Expenditure per person change by country, 2007-2011 Segmentation: energy drinks vs energy shots, volume, 2007-2011 Segmentation: branded vs private label activity, 2011 Segmentation: packaging type, 2011 Segmentation: regular vs diet, 2011 Segmentation: distribution by channels, 2011 Consumption by country, volume, 2012-2016 Consumption by country, value, 2012-2016 Consumption change by country, volume, 2012-2016 Consumption change by country, value, 2012-2016 Consumption per person by country, 2012-2016 Expenditure per person by country, 2012-2016 Consumption per person change by country, 2012-2016 Expenditure per person change by country, 2012-2016 Segmentation: energy drinks vs energy shots, volume, 2012-2016

Š Zenith International Ltd 2012

zenithinternational specialist consultants to the food and drink industries worldwide

Contents Country Profiles (57) Country market commentary: Market size Energy shots overview Leading companies Brands and private label Channels Packaging Ingredients and flavours New product development Consumer demographics Industry developments Energy drink forecasts Energy shot forecasts

Country Tables/Charts: Energy drinks volume and value, 2007-2011 Energy shots volume and value, 2007-2011 Share of energy drinks vs energy shots, volume, 2007-2011 Top 3-5 companies, volume, 2007-2011 Top 3-5 companies, value, 2007-2011 Top companies share, volume, 2011 Segmentation: branded vs private label activity, 2011 Segmentation: packaging type, 2011 Segmentation: regular vs diet, 2011 Segmentation: distribution by channels, 2011 Energy drinks volume and value, 2012-2016 Energy shots volume and value, 2012-2016 Share of energy drinks vs energy shots, volume, 2012-2016 Š Zenith International Ltd 2012

zenithinternational specialist consultants to the food and drink industries worldwide

Contents Regional overviews and Country profiles include:

Africa 55-73

East Europe Algeria

74

Bulgaria

310

Egypt

84

Czech Republic

322

Morocco

94

Estonia

333

South Africa

104

Hungary

344

Tunisia

114

Latvia

355

Lithuania

365

Poland

375

Romania

390

Russia

402

Ukraine

416

Argentina

458

282-309

Asia Pacific 124-150

Cambodia

151

China

161

India

172

Indonesia

184

Latin America

Japan

195

430-457

Singapore

206

Brazil

467

Thailand

217

Chile

476

Vietnam

230

Colombia

485

Mexico

494

Paraguay

507

Australasia 240-258

Peru

516

Australia

259

Uruguay

525

New Zealand

271

Venezuela

534

Š Zenith International Ltd 2012

zenithinternational specialist consultants to the food and drink industries worldwide

Contents Regional overviews and Country profiles include:

Middle East 543-561

Iran

562

Israel

572

Kuwait

583

Saudi Arabia

593

Turkey

604

UAE

615

Portugal

821

Spain

831

Sweden

841

Switzerland

855

UK

865

.................................................

Appendix

North America 625-644

Market definition Canada

645

USA

657

Austria

699

Belgium

708

Denmark

719

Finland

733

France

747

Germany

761

Ireland

775

Italy

785

Netherlands

795

Norway

807

876

West Europe 670-698

Š Zenith International Ltd 2012

zenithinternational specialist consultants to the food and drink industries worldwide

Methodology Research note In undertaking its research for this latest series of reports, Zenith has utilised its internal data library and global databases, alongside other third party sources. Throughout its ongoing research, Zenith also depends upon the goodwill and co-operation of operators active in the marketplace and, as such, achieves a high level of accuracy.

Liability Whilst every effort has been made to ensure that the information presented in this document is accurate and that the opinions expressed are sound, Zenith International Ltd cannot be made liable for any errors or omissions or for any losses or consequential losses resulting from decisions based on its contents.

Zenith International Ltd 7 Kingsmead Square Bath BA1 2AB United Kingdom t +44 (0) 1225 327900 f +44 (0) 1225 327901

www.zenithinternational.com

Š Zenith International Ltd 2012

zenithinternational specialist consultants to the food and drink industries worldwide

Country energy drinks Market overview Market size

 Commentary

Energy shots

 Commentary

Leading companies

 Commentary

Brands and private label

 Commentary

© Zenith International Ltd 2012

zenithinternational specialist consultants to the food and drink industries worldwide

Country energy drinks Market overview Channels

 Commentary

Packaging

 Commentary

Ingredients and flavours

 Commentary

New product development

 Commentary

© Zenith International Ltd 2012

zenithinternational specialist consultants to the food and drink industries worldwide

Country energy drinks Market overview Consumer demographics

 Commentary

Industry developments

 Commentary

Energy drink forecasts

 Commentary

Energy shot forecasts

 Commentary

© Zenith International Ltd 2012

zenithinternational specialist consultants to the food and drink industries worldwide

Country energy drinks Market volume and value 2007-11 % share energy drinks vs shots 100%

Energy drinks volume and value, 2007-2011

90%

2007

2008

2009

2010

2011e

Volume (mln litres)

0.310

0.460

0.530

0.907

0.974

70%

% change

+10.7

+48.4

+15.2

+71.1

+7.4

60%

50%

Energy shots

per capita consumption (litres)

0.0

0.0

0.0

0.0

0.0

40%

Energy drinks

Value (mln €)

1.5

2.9

3.1

6.6

7.2

30%

+66.8

+95.0

+6.4

+115.2

+9.4

20%

per capita expenditure (€)

0.0

0.1

0.1

0.2

0.2

Average value per litre (€)

4.8

6.3

5.8

7.3

7.4

% change

80%

10% 0%

2007

2008

2009

2010

2011e

Energy shots volume and value, 2007-2011 2007

2008

2009

2010

2011e

0.0

0.0

0.0

0.013

0.016

-

-

-

-

+23.1

per capita consumption (litres)

0.0

0.0

0.0

0.0

0.0

Value (mln €)

0.0

0.0

0.0

0.1

0.2

-

-

-

-

+26.3

per capita expenditure (€)

0.0

0.0

0.0

0.0

0.0

Average value per litre (€)

-

-

-

9.9

10.2

Volume (mln litres) % change

% change

© Zenith International Ltd 2012

zenithinternational specialist consultants to the food and drink industries worldwide

Country energy drinks Leading companies 2007-11 Leading brands by volume, 2007-2011 mln litres

2007

2008

2009

2010

2011e

% share 2011

Red Bull

0.2

0.3

0.3

0.4

0.4

36.7

Burn

-

0.0

0.0

0.2

0.2

17.5

Brune

-

-

-

0.1

0.1

12.2

Power Horse

-

-

-

0.1

0.1

8.3

Bison

-

-

-

0.0

0.0

4.0

Others

0.2

0.2

0.2

0.2

0.2

21.3

Total

0.3

0.5

0.5

0.9

1.0

100.0

Leading brands by value, 2007-2011 â‚Ź mln

2007

2008

2009

2010

2011e

% share 2011

1.2

2.0

2.1

3.0

3.1

42.3

Burn

-

0.1

0.2

1.3

1.5

20.3

Brune

-

-

-

0.7

0.7

9.7

Power Horse

-

-

-

0.6

0.7

9.0

Bison

-

-

-

0.3

0.3

4.3

Others

0.3

0.8

0.8

1.0

1.1

14.4

Total

1.5

2.9

3.1

6.7

7.4

100.0

Red Bull

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zenithinternational specialist consultants to the food and drink industries worldwide

Country energy drinks Brands and channels 2011

% share branded vs private label, 2011 Private Label 10%

% OOH vs modern retail 100% 90% 80%

45

42

40

39

37

70% 60% 50%

OOH

40%

Modern retail

30%

55

58

60

61

63

2007

2008

2009

2010

2011e

20% 10% Branded 90%

Š Zenith International Ltd 2012

0%

zenithinternational specialist consultants to the food and drink industries worldwide

Country energy drinks Regular/diet split and pack type 2011

% share regular vs diet, 2011 % share of packaging type, 2011 100% Glass 5%

Plastic 1%

7

90% 80% 70% 60%

Can 94%

50%

85

Diet Regular

93

40% 30%

20% 10%

15

0%

Energy drinks

Š Zenith International Ltd 2012

Energy shots

zenithinternational specialist consultants to the food and drink industries worldwide

Country energy drinks Forecasts 2012-16 % share energy drinks vs shots 100%

Energy drinks volume and value, 2012-2016

90%

2012f

2013f

2014f

2015f

2016f

1.0

1.1

1.2

1.3

1.4

70%

+1.2

+9.0

+8.4

+11.2

+10.3

60%

per capita consumption (litres)

0.0

0.0

0.0

0.0

0.0

Value (mln €)

7.3

8.0

8.6

9.6

10.6

30%

+1.2

+9.0

+8.4

+11.2

+10.3

20%

per capita expenditure (€)

0.2

0.2

0.2

0.3

0.3

Average value per litre (€)

7.4

7.4

7.4

7.4

7.4

Volume (mln litres) % change

% change

80%

50%

Energy shots

40%

Energy drinks

10% 0%

2012f

2013f

2014f

2015f

2016f

Energy shots volume and value, 2012-2016 2012f

2013f

2014f

2015f

2016f

0.0

0.0

0.0

0.0

0.0

-31.6

-66.2

-

-

-

per capita consumption (litres)

0.0

0.0

0.0

0.0

0.0

Value (mln €)

0.1

0.0

0.0

0.0

0.0

-31.6

-66.2

-

-

-

per capita expenditure (€)

0.0

0.0

0.0

0.0

0.0

Average value per litre (€)

+10.2

+10.2

-

-

-

Volume (mln litres) % change

% change

© Zenith International Ltd 2012

zenithinternational specialist consultants to the food and drink industries worldwide

zenithinternational specialist consultants to the food and drink industries worldwide

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STRATEGY & MANAGEMENT  MERGERS & ACQUISITIONS  COMMERCIAL & MARKET  OPERATIONS & TECHNICAL  WATER & GEOTHERMAL  ENVIRONMENT & CARBON  PACKAGING & DISTRIBUTION