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
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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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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
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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
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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.
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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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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
For more detailed market data and analysis, please see the full list of our industry reports here or for a tailor made study specific to your requirements, please email misales@zenithinternational.com, visit our website www.zenithinternational.com or telephone our head office on +44(0)1125 327 900. To subscribe to FREE daily industry news from Zenith International, please click here. Zenith also offers specific news services, including a bottled water newsletter, plus online data resources and continuous market monitoring. Zenith's associated company, Foodbev Media, also publishes several highly respected industry magazines. Our consulting activities are wide ranging. These include tailor made market studies, strategic advice, acquisitions and due diligence, business plans and cost modelling through to plant construction and operational efficiency, environmental audits and groundwater development. To discuss any of Zenith’s services, please telephone our head office on +44 (0)1225 327900 or visit www.zenithinternational.com.
STRATEGY & MANAGEMENT MERGERS & ACQUISITIONS COMMERCIAL & MARKET OPERATIONS & TECHNICAL WATER & GEOTHERMAL ENVIRONMENT & CARBON PACKAGING & DISTRIBUTION