Global energy drink launches soar
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.
The company’s Global New Products Database shows 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, 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.
In 2015, the global market for energy drinks also rose by an energetic 10% to reach 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 25%, followed by Thailand which experienced a rise of 19%.
Alex Beckett, global food and drink analyst at Mintel, says, “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.”
The research also 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.
