Global energy drink sales almost double
Global energy drink volumes increased by two per cent in 2008 to 3.9 billion litres – almost double the two billion litres sold in 2003, according to the latest report from food and drink consultancy Zenith International. Average growth over the past five years has been 14 per cent a year.
“Energy drinks remain a dynamic segment in the soft drinks market, with double figure rises in most regions. This is testament to the energy drink concept’s staying power, says Zenith market intelligence director Gary Roethenbaugh.
North America is the leading region, with 37 per cent of global volume in 2008, followed by Asia Pacific with 30 per cent and West Europe with 15 per cent. East Europe has made significant volume gains over the last few years and now accounts for a growing six per cent share. Asia Pacific was the only region to experience a decline in 2008, with consumption falling by 18 per cent. Sales dropped by 41 per cent in Thailand, mainly because of the economic crisis, as many of energy drinks’ biggest consumer group – truck drivers – were made redundant.
Mirroring the market’s overall growth in recent years, consumption per person has also advanced rapidly, up from 0.4 litres in 2003 to 0.8 litres in 2008.
