Global energy drink consumption surged by 14% in 2011 to 4.8 billion litres, adding over 1.5 billion litres since 2007, according to the latest report from leading food and drink consultancy Zenith International.
Average growth over the past five years has been 10% a year. Value has risen even more sharply, by an average 13% a year, to €26,500m or $37,000m in 2011. Energy shots have rocketed from $2,000m in 2007 to over $4,700m last year.
Zenith market intelligence director, Esther Renfrew, said: “Energy drinks remain the most dynamic segment in the soft drinks market, with strong growth in most countries. This is testament to its combination of both fun and functionality,”
The top 10 consuming countries among the 57 covered by the Zenith report were the US, Vietnam, China, UK, Thailand, Mexico, Australia, Germany, Poland and Saudi Arabia. Australia, New Zealand, Austria, Saudi Arabia and Israel had the highest consumption per person. North America is still the leading region, with 36% of global volume in 2011, followed by Asia Pacific with 22% and West Europe with 17%. Latin America has made significant gains over the last few years, rising to a 7% share. Australasia has also seen its volume share nearly double to 4%.
Among other findings in the Zenith 2011 Global Energy Drinks report:
By 2016, Zenith estimates that the global market will have jumped by a further 35% to 6.5 billion litres.
Source: Zenith International
© FoodBev Media Ltd 2024