The Energy Drinks Market | France

According to Anses, the energy drinks market includes drinks that appear to have stimulating properties both physically and intellectually. They generally contain ingredients such as caffeine, taurine, glucuronolactone, vitamins, or plant extracts (like guarana and ginseng).

According to Nielsen, the energy drinks market in France represented a volume of 36.5 million litres in 2014 (+13.4% compared to 2013) and a turnover of 143.3 million euros (+6.2%). In 2009, the energy drinks market in France represented 95 million euros for a volume of 20.6 million litres, according to the IRI institute.

The energy drinks market is dominated by a few iconic brands, such as Red Bull, Monster and Burn, which account for more than 75% of the French market. However, the French energy drink market has recently seen the arrival of several new entrants, launched by GoPro or the rap group Sexion d'assaut.

The companies in the energy drinks market rely on dynamic marketing, sometimes transgressive (like Red Bull) to win over a young clientele.

The energy drinks market is facing distrust from health authorities, as well as additional taxation ("Red Bull tax") from public authorities, due to their controversial impacts on consumer health.

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Red Bull

  • Country : Austria
  • Turnover : 4,93 Md€ en 2013
  • Position : Leader mondial

Leader mondial de l'energy drink et numéro 1 sur le marché français des boissons énergisantes, avec près de 50% des parts de marché en 2014.

Coca-Cola

  • Country : United States
  • Turnover : 46 Md$ en 2014
  • Position : Leader mondial

Multinationale américaine, parmi les leaders mondiaux de l'agroalimentaire et numéro 1 sur le marché des boissons gazeuses en France. Coca-Cola distribue les boissons énergisantes Monster et Burn, respectivement en 2ème et 3ème position sur le marché français de l'energy drink, après Red Bull.

Brasserie Licorne

  • Country : France
  • Turnover : 130 M€ en 2013
  • Position : Challenger

Brasserie alsacienne installée à Saverne, dans le département du Bas-Rhin, qui appartient aujourd'hui au groupe Karlsberg (Karlsbräu) et distribue depuis 2013 la boisson énergisante Dark Dog.

Truc de fou

  • Country : France
  • Turnover : NC
  • Position : Entreprise innovante

Marque française de boisson énergisante lancée en 2007, et positionnée sur un segment entrée de gamme.

Go Pro

  • Country : United States
  • Turnover : 985,7 M$ en 2013
  • Position : Leader mondial

Leader mondial sur le marché des caméras d'action et sportives, qui a lancé en 2014 son energy drink baptisé Stoked.

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