“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:
By 2013, Zenith estimates that the global market will reach 5.8 billion litres, equivalent to 1.1 litres per person.
Source: Zenith International
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