Published by Canadean, the Global Energy Drinks Report 2012 provides a detailed analysis of the Energy Drinks market, with global, regional and individual country data including forecasts to 2015.
Introduction and Landscape
Why was the report written? The Global Energy Drinks Report 2012 is an essential guide for anyone with an interest in the global Energy drinks market and forms part of Canadean’s best selling series of global soft drinks reports.
What is the current market landscape and what is changing? With the exception of MENA, all regions registered double-digit increases in 2011. Even with the euro zone crisis continuing to extend its reach beyond EU borders, fragile economic environments in many key markets and political upheaval in others, energy drinks maintained buoyancy
What are the key drivers behind recent market changes? It seems that even in economically stricken times, despite the premium price level of many brands, consumers are prepared to pay for a product that has a proven functional benefit or brand image. Whilst the multinational brands hold pole position, there are a plethora of brands at local levels that have often only a short-lived presence as producers enter the market seeking to benefit from the high margins that energy drinks offer
What makes this report unique and essential to read? The Global Energy Drinks Report for 2012 comprises of data tables and supporting text, providing information at a global, regional and country level. The report is compiled from Canadean’s extensive global soft drinks databases which are researched individually by country using our specialist researchers ‘on the ground’. Comprising of 82 individual country profiles and 8 regional overviews, plus a global summary, the Global Energy Drinks Report provides an invaluable guide to the latest trends in the energy drinks category worldwide.
Key Features and Benefits
Data includes energy drinks consumption volumes (million litres & litres per capita) from 2006 to 2011, plus forecasts to 2015 by country.
Percentage markets shares are provided for segmentation data, packaging data and distribution (2010 and 2011 actuals, plus 2012 forecasts).
Leading companies’ market shares for 2010 and 2011 are provided.
A market valuation is provided for each country and, where applicable, new products in 2011 are identified by country.
Supporting text includes commentary on current and emerging trends, segmentation, packaging, distribution, pricing/valuation and where applicable, functional products and private label.
Key Market Issues
Just three regions, Asia, North America and West Europe, account for over 80% of global energy drinks consumption; Asia remains the powerhouse accounting for nearly 40%.
In 2011 Asia also topped the regional growth ranking (23%), and accounted for close to 50% of global incremental energy drinks volumes.
Whilst all Asian countries registered positive performance, in China consumption more than doubled. Red Bull Beverage Company’s focus on strengthening its distribution network in key cities and the entrance of new local players, attracted by the high profit returns, were primary factors behind this performance
Energy drinks remained unstoppable in 2011, with global volumes registering an 18% increase vs. an average soft drinks growth of just over 4%. Once the smallest category in the global soft drinks arena, energy drinks overtook iced/rtd coffee drinks in 201
Original energy remains the flavor of choice, but existing producers, as well as new entrants, are branching out into flavor mixes, or single flavor variants such as lemon, in a bid to differentiate and address consumer taste preferences
Overall, carbonated variants still account for the majority of global energy drinks consumption, however share is slipping year on year. This is primarily attributable to the preference for non-carbonated product in the Asia energy drinks market
Energy drinks are typically purchased in off-premise. Whilst energy drinks are frequently used as mixers in pubs/clubs/bars, on-premise channels have seen a reduction in footfall in many markets due to the severity of economic downturn
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