Report Published on 13 Oct, 2009
Global energy drink advance held back by Thailand decline
Filed by Shaun Weston
Global energy drink volumes increased by 2% 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% a year.
“Energy drinks remain a dynamic segment in the soft drinks market, with double figure rises in most regions,” said Zenith market intelligence director, Gary Roethenbaugh. “This is testament to the energy drink concept’s staying power.”
North America is the leading region, with 37% of global volume in 2008, followed by Asia Pacific with 30% and West Europe with 15%. East Europe has made significant volume gains over the last few years and now accounts for a growing 6% share.
Asia Pacific was the only region to experience a decline in 2008, with consumption falling by 18%. Sales dropped by 41% 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.
Among other findings in the 2009 Global Energy Drinks report:
- North America and Australasia have the highest regional consumption at 4.2 litres per person.
- East Europe was the fastest growing region in 2008, with sales up 47%. Australasia also made strong gains, increasing volumes by 33%.
- The US is the largest consumer of energy drinks, followed by Thailand. Indonesia is the third largest market, then China, and the UK in fifth place.
By 2013, Zenith estimates that the global market will reach 5.8 billion litres, equivalent to 1.1 litres per person.
Source: Zenith International