Europe Energy Drink Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

The Europe Energy Drinks Market is segmented by Packaging Type (Bottles and Cans), Distribution Channel (Supermarkets/Hypermarkets, Specialist Stores, Convenience Stores, Online Retail Stores, and Other Distribution Channels), and Geography (United Kingdom, Germany, France, Spain, Italy, Russia, and Rest of Europe).

Market Snapshot

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Study Period: 2016 - 2026
Base Year: 2020
CAGR: 3.8 %

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Market Overview

The European energy drink market is projected to register a CAGR of 3.8% during the forecast period (2021-2026).

The onset of the COVID -19 pandemic drifted the need for take-home and larger quantity product formats instead of on-the-go energy drink formats. This factor was witnessed by 65.5% and 45.7% growth rates of the Monster Green and Monster Ultra White take-home four-packs, respectively, due to alteration in working environments. Therefore, this factor increased the market size of energy drinks in Europe during the year 2020.

Over the medium term, the energy drink market is one of the fastest-growing beverage markets in Europe, as consumers in the market are looking for healthier beverage options. The larger inclination of the younger population toward the consumption of energy drinks and the improving living standards of the people in the region are some factors driving the energy drinks market.

Additionally, many major manufacturers of energy drinks are spending high capital on advertising, thus, making their brands and products more popular.

Scope of the Report

Energy drink is a segment of the beverage industry containing stimulant compounds, providing mental and physical stimulation. The European energy drink market is segmented by packaging type, distribution channel, and geography.​ By packaging type, the market is segmented into cans and bottles. ​By distribution channel, the market is segmented into supermarkets/hypermarkets, convenience stores​, online retail stores, specialist stores​, and other distribution channels. By geography, the market is segmented into United Kingdom, Germany, France, Spain, Italy, Russia, and Rest of Europe. For each segment, the market sizing and forecasts have been done on the basis of value (in USD million).

Packaging Type
Bottles
Cans
Distribution Channel
Supermarkets/Hypermarkets
Specialist Stores
Convenience Stores
Online Retail Stores
Other Distribution Channels
Geography
United Kingdom
Germany
France
Spain
Italy
Russia
Rest of Europe

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Key Market Trends

United Kingdom Remains a Prominent Market in the Region

Consumers in the United Kingdom are health conscious and prefer natural ingredients in their energy drinks, thus, leading to the introduction of new products and innovations in ingredients. Major brands like Monster, Red Bull, PepsiCo, and Coca-Cola are inclined toward launching new flavors, such as Lucozade Sports Mango and Passionfruit, Relentless Mango Ultra, etc. Moreover, in the United Kingdom, energy drinks are mainly consumed by adolescents to improve their endurance and performance. Long and erratic working hours and social gatherings are the reason for the increased consumption of energy drinks among youth. Increased product promotions are also supposed to attract many customers in the country, thus, driving the market further.

Europe Energy Drink Market1

Rising Demand for Energy Drinks from the Younger Population​

The major share of 65% of the population in Europe ranges between 15 to 64 years of age. This changing lifestyle of consumers with hectic lifestyles is making the category of energy drink more popular among this age group and is driving the growth of the market studied in the region.​

There has been an increase in the party culture in the younger population, which has made the usage of energy drinks very common. These energy drinks are used to blend with other alcoholic beverages, thereby driving the growth of the market over the forecast period. ​Also, the younger generation of the population (20-30 years of age) remains largely affected by the fitness trend. The youth in the region is engaging in physical fitness activities, thus, augmenting the sales of non-alcoholic beverages like energy drinks.​

The younger generation in the region is very active on social and mass media platforms, which made the product category one of the most renowned beverage categories, hence, driving the sales of energy drinks in the region.

Europe Energy Drink Market2

Competitive Landscape

The European energy drinks market is a highly competitive market with the presence of various small and large regional and global players. Major players involved in the production and distribution of energy drinks in the region are making strategic innovations to attract consumers with new flavor formulations. Major players in the market are Red Bull, Monster, The Coca-Cola Company, PepsiCo, etc.

Recent Developments

In April 2021, PepsiCo launched a Rockstar Energy beverage with hemp seed extract in Germany. Rockstar Energy + Hemp contains caffeine, guarana, and taurine.

In February 2019, Red Bull launched two new flavors, namely, Red Bull Peach Edition and Red Bull Pear Edition Sugar-free, to expand its product offerings.

In April 2019, the first energy drink under the Coca-Cola brand was launched in Europe. Coca-Cola Energy, which made its debut in Spain and Hungary, features caffeine from naturally-derived sources, guarana extracts, B vitamins, and no taurine. 

Table of Contents

  1. 1. INTRODUCTION

    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study

  2. 2. RESEARCH METHODOLOGY

  3. 3. EXECUTIVE SUMMARY

  4. 4. MARKET DYNAMICS

    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry

  5. 5. MARKET SEGMENTATION

    1. 5.1 Packaging Type

      1. 5.1.1 Bottles

      2. 5.1.2 Cans

    2. 5.2 Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Specialist Stores

      3. 5.2.3 Convenience Stores

      4. 5.2.4 Online Retail Stores

      5. 5.2.5 Other Distribution Channels

    3. 5.3 Geography

      1. 5.3.1 United Kingdom

      2. 5.3.2 Germany

      3. 5.3.3 France

      4. 5.3.4 Spain

      5. 5.3.5 Italy

      6. 5.3.6 Russia

      7. 5.3.7 Rest of Europe

  6. 6. COMPETITIVE LANDSCAPE

    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Red Bull GmbH

      2. 6.4.2 Monster Beverage Corporation

      3. 6.4.3 Emerge

      4. 6.4.4 PepsiCo Inc.

      5. 6.4.5 Britvic PLC

      6. 6.4.6 AtomicDrinks bv

      7. 6.4.7 S. Spitz GmbH (Power House)

      8. 6.4.8 Suntory Group

      9. 6.4.9 The Coco-Cola Company

      10. 6.4.10 Bullit

      11. 6.4.11 National Beverage Corp. 

    5. *List Not Exhaustive
  7. 7. MARKET OPPORTUNITIES AND FUTURE TRENDS

  8. 8. IMPACT OF COVID-19 ON THE MARKET

**Subject to Availability

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Frequently Asked Questions

The Europe Energy Drink Market market is studied from 2016 - 2026.

The Europe Energy Drink Market is growing at a CAGR of 3.8% over the next 5 years.

Monster Beverage Corporation, Dr. Pepper Snapple Group, Red Bull, Suntory Group, PepsiCo, Inc. are the major companies operating in Europe Energy Drink Market.

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