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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