Energy Drink Launches Surge in 2015

Sep 15, 2016

Propelled by stellar global sales and a burst of new launches, energy drinks had a banner year in 2015. According to a new report released by market researcher Mintel, more energy drink products were launched globally last year than in any year since 2008, with energy drink sales across “key global markets” posting the strongest annual increase since 2012. Last year also capped off a strong five years for energy drink products, which grew by 29% globally between 2010 and 2015.

Interestingly enough, while the United States has long been the leader of energy drink innovation, 2015 actually saw Germany take the top innovation spot for the first time. Compared to 2014, when the U.S. market accounted for 10% of global launches, 8% of global energy drink launches occurred in the United States in 2015. Germany, meanwhile, was home to 9% of global energy drink launches last year, compared to just 6% in 2014.

Beyond new product launches, 2015 also show overall volume sales of energy drinks “soaring,” Mintel reports. The global energy drinks market rose by an “energetic” 10% last year to reach a total volume of 8.8 billion liters.

Alex Beckett, global food and drink analyst at Mintel, calls energy drinks the “controversial, yet undeniably successful, wild child of the soft drinks family,” in the report announcement.

“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,” Beckett says. “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.”

 

Emerging Markets

A look at the different countries driving global energy drink sales also reveals exciting growth in several emerging markets. While the United States, China, and the United Kingdom account for the top-three largest energy drink markets by volume (3.3 billion liters, 1.4 billion liters, and 561 million liters, respectively), Thailand and Vietnam also cracked the top five in 2015 with 465 million liters and 351 million liters, respectively.  

Additionally, China was home to the greatest increase in energy drink volume sales between 2014 and 2015, with 25% growth. Thailand followed close behind with a rise of 19%.

“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,” Beckett explains.

 

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