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Energy Drinks in Germany

Publisher Euromonitor International
Published Jan 20, 2026
Length 35 Pages
SKU # EP20807718

Description

Off- and on-trade volume sales of energy drinks in Germany rose strongly in 2025, albeit significantly slower than in 2023 and 2024. Energy drinks remained one of the most dynamic categories in soft drinks in the market, with both the off- and on-trade channels seeing strong expansion at the end of the review period. Importantly, players are offering an increasing range of energy drinks, with brand owners continuing to diversify their products to meet a broadening consumer base.

Euromonitor International's Energy Drinks in Germany report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2021-2025), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they legislative, distribution, packaging or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Reduced Sugar Energy Drinks, Regular Energy Drinks.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Energy Drinks market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

35 Pages
Energy Drinks in Germany
Euromonitor International
January 2026
List Of Contents And Tables
ENERGY DRINKS IN GERMANY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Energy drinks remains adynamic soft drinks category
INDUSTRY PERFORMANCE
Energy drinks continue to enjoy rising popularity
Reduced sugar energy drinks fit with a key general trend in food and beverages
WHAT’S NEXT?
Consumers seek value for money
Consumer search for healthier soft drinks could hit energy drinks
Potential age limit looming alongside health concerns
COMPETITIVE LANDSCAPE
Red Bull leads but the competition continues to intensify
Effect represents a significant local brand
CHANNELS
Availability, price and convenience bring traffic to discounters
Supermarkets try to lure consumers with new and niche brands
CATEGORY DATA
Table 1 Off-trade Sales of Energy Drinks: Volume 2020-2025
Table 2 Off-trade Sales of Energy Drinks: Value 2020-2025
Table 3 Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025
Table 4 Off-trade Sales of Energy Drinks: % Value Growth 2020-2025
Table 5 NBO Company Shares of Off-trade Energy Drinks: % Volume 2021-2025
Table 6 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2022-2025
Table 7 NBO Company Shares of Off-trade Energy Drinks: % Value 2021-2025
Table 8 LBN Brand Shares of Off-trade Energy Drinks: % Value 2022-2025
Table 9 Forecast Off-trade Sales of Energy Drinks: Volume 2025-2030
Table 10 Forecast Off-trade Sales of Energy Drinks: Value 2025-2030
Table 11 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2025-2030
Table 12 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
SOFT DRINKS IN GERMANY
EXECUTIVE SUMMARY
Health and wellness, price and nostalgia are key factors in consumers’ purchasing decisions
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
Cost-savings without compromising on quality
Health and wellness increasingly shapes offer and demand
Changing foodservice consumption supports a demand for soft drinks
WHAT’S NEXT?
Sober trend to favour soft drinks consumption
Diversfication to cover consumers’ needs
Retail to maintain dominance despite recovery of foodservice
COMPETITIVE LANDSCAPE
Aldi is adding premium value to diversify its offer
Paulaner Brauerei shows dynamism through a retro and nostalgia appeal
CHANNELS
Discounters respond to the affordability dynamic while developing higher-quality assortments
Strategic locations and wide and varied offers support strong position of supermarkets
MARKET DATA
Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2025
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2025
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2025
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2025
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2020-2025
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
Table 25 Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025
Table 26 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025
Table 27 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2021-2025
Table 28 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2022-2025
Table 29 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2021-2025
Table 30 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2022-2025
Table 31 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2021-2025
Table 32 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2022-2025
Table 33 NBO Company Shares of Off-trade Soft Drinks: % Value 2021-2025
Table 34 LBN Brand Shares of Off-trade Soft Drinks: % Value 2022-2025
Table 35 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2020-2025
Table 36 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2020-2025
Table 37 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2020-2025
Table 38 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2025
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2025-2030
Table 40 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2025-2030
Table 41 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2025-2030
Table 42 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2025-2030
Table 43 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2025-2030
Table 44 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2025-2030
Table 45 Forecast Off-trade Sales of Soft Drinks by Category: Value 2025-2030
Table 46 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2025-2030
Table 47 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2025-2030
Table 48 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2025-2030
APPENDIX
Fountain sales in Germany
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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