The energy drinks market - Germany

1.1 Scope of the study

Energy drinks are an important part of the sub-category "non-alcoholic drinks". Energy drinks are a type of soft drink rich in caffeine, sugar and other stimulants. Energy drinks are consumed to increase energy levels, also in connection with sports. However, most energy drinks are not necessarily associated with sports, but are also consumed recreationally.

In this study, energy drinks are distinguished from drinks that are tailored to the specific needs of athletes during and after exercise and are fortified with minerals and vitamins.

The global market for energy drinks is growing rapidly and is expected to continue to grow in the coming years, with the Asia-Pacific region leading the way.

The global energy drinks market is expected to continue the positive growth of recent years. In particular, the market is expected to grow at a CAGR of 7.5% between 2023 and 2028. [Several key factors will drive this expansion: First, consumers who are more focused on their fitness are more inclined to consume energy drinks. Secondly, energy drinks provide instant energy boosts that are often more effective than coffee.

The global market is highly concentrated and dominated by three brands: Monster Energy, Red Bull and TC Pharmaceutical Industry. Together, these players accounted for 43.9 % of sales in 2019 and their position will most likely remain intact in the coming years due to the massive marketing spend by Red Bull and Monster in particular.

In 2020/21, Red Bull dominated the German energy drink market with a market share of 50.1%, while the Monster brand had a share of 15.7%. In total, energy drinks generated sales of around 1.6 billion euros in Germany during this period.[Lebensmittelzeitung]