Summary of our market study

By 2023, the French energy drinks market will be worth around €1 billion.

Since 2020, the energy drinks market has continued to show robust growth, driven by increasing consumer demand for an immediate energy boost and a move towards healthier options such as sugar-free products.

In 2021, the market was valued at $86 billion, and is projected to rise to $177 billion by 2030, representing a CAGR of 8.3%. North America held the largest market share in 2021, at 30%, but the Asia-Pacific region is expected to see the fastest growth. In France, the consumption rate of 1.3 liters per capita was considered average, but the market is developing rapidly.

Despite this meteoric rise, the energy drinks segment still accounts for a modest 2.5% of the French soft drinks market in 2021. Energy drink prices remain high, with a liter costing almost three times as much as the average soft drink.

Key trends in the French energy drinks market

The French market is dominated by brands such as Red Bull and Monster. In particular, Red Bull has seen a huge 60% increase in three years, reaching nearly 9 billion euros in 2021. The brand expects to sell between 10 and 15 billion cans in 2022 alone.

The French energy drinks market will only account for around 2.5% of total soft drinks sales in 2021.

Energy drinks have a price per liter that is three times higher than the average non-alcoholic beverage. Energy drinks are mainly aimed at a young audience. This trend is in line with the broader global trend that energy drinks are popular with people under 35.

Less than a third of buyers are from modest households, which may be explained by the high price of energy drinks compared to coffee. Frequent consumption of energy drinks is declining, while moderate consumption remains stable.

Hypermarkets and supermarkets remain the main distribution centers, accounting for around 60% of total energy drink sales.

Dominant forces Red Bull and Monster

  • Red Bull
  • Monster
  • Crazy Tiger
  • Rockstar
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Summary and extracts

1 Market summary

1.1 Definition and introduction

Energy drinks are an important part of the "soft drinks" sub-category .according to the French Ministry of Health, energy drinks are "beverages containing high doses of caffeine-containing substances such as guarana, taurine, ginseng and others. These drinks are sold with the aim of stimulating physical and intellectual effort. [ Ministry of Health and Solidarity]

In this study, energy drinks are to be distinguished from drinks that are designed to meet the specific needs of athletes before, during and after exercise, and which are enriched with minerals and vitamins.the global market for energy drinks is growing rapidly, and is set to continue expanding over the coming years, with Asia-Pacific leading the way.

The domestic market is expected to grow faster than the global market: between 2016 and 2021, market size increased at an annual rate of 9.16%[Report Linker]. Nevertheless, the energy drink segment remains small compared to other similar beverages, and consumption in France remains modest. Like the global market, France is dominated by Red Bull and Monster. Although the market has moved towards greater segmentation in terms of companies and products, private labels are struggling to keep up with the industry giants, outstripped mainly by the massive marketing budgets used by Red Bull and Monster.

The marketing of energy drinks in France has been the subject of much public health debate, culminating in the introduction of a supervised sales system.

 

1.2 A growing global market

Energy drinks market size World, ****-****, in billions of dollars CAGR: +*.*% Source: grandviewresearch The energy drinks market was valued at $** billion in ****, and is expected to reach $*** billion by ****. This equates to a CAGR of *.*% between **** and ****. There are several reasons for this growth: firstly, energy drinks offer an immediate burst ...

1.3 Strong growth in the French market

Energy drinks market size World. ****-*****.in million dollars CAGR: +*.**% Source: ****

In France, in ****, *.* liters of energy drinks were consumed per capita. Compared with other countries, this is neither high nor low, but rather average consumption. Nevertheless, when measured in aggregate value terms, the market is small compared with the UK ...

1.4 A concentrated market in the hands of a small number of players

The energy drink market is highly concentrated, with the top three brands accounting for **.*% of total sales in France in ****. Red Bull is the market leader with over half of the energy drink market share, followed by Monster with **.*%. Private labels and other brands have lost market share to these giants. ...

2 Demand analysis

2.1 The soft drinks market

An overview of the soft drinks market Sales in the soft drinks market France, ****-****, in € billions Source : LSA Conso, LSA Conso, LSA Conso, LSA Conso, LSA Conso Over the past * years, sales of the BRSA (***) market have grown steadily, reaching *.** billion euros in ****. Overall, with the exception of **** and ****, sales ...

2.2 The place of energy drinks among BRSAs

Retail sales volume of non-alcoholic beverages by category France, ****, in millions of liters Source: ****

In ****, sales of enegetic beverages in France totaled ** million liters. This represents just *.*% of the total market considered in this chart, which is dominated by Coca-Cola. This confirms the growth potential of this market.

Overall, according to ...

2.3 Demand trends

Interest in energy drinks is non-cyclical

Google Trends index of "energy drink" searches France, ****-****, in Google Trends index Source: ****

The graph below represents the proportion of searches for a given keyword in a specific region and for a specific period, in relation to the time when the rate of use ...

2.4 The impact of Covid-19 on the industry

There is no indication that the energy drinks sector as a whole will be particularly affected by COVID-** over the long term. Beverages remain non-cyclical and demand is fairly stable.

Successive confinements have meant that people spend less time outdoors, and therefore consume fewer activity-related energy drinks. In addition, brand exposure ...

3 Market structure

3.1 Overview of market structure

Combining ingredients

Energy drinks are made up of various ingredients such as caffeine, taurine, sugar, guarana, B vitamins and herbs. The amount of each ingredient varies by brand, but generally energy drinks contain between ** and *** milligrams of caffeine, between *,*** and *,*** milligrams of taurine, between ** and ** grams of sugar and between ** and ...

3.2 Production

Production overview

Depending on the product and the company, the distribution network differs accordingly. We can distinguish three different profiles of players in the production (***) of energy drinks:

Specialists in industrial subcontracting , who generate most of their revenues by producing for third parties, such as Coca Cola European Partners France (***); Private ...

3.3 Distribution

Overview

Top five distribution channels for energy drinks France, ****, in Source: ****

Hypermarkets and supermarkets are the most common distribution channels for energy drinks in France, accounting for around **% of sales. E-commerce remains a very limited channel, with only *% of sales made online. This is partly due to the fact that energy ...

4 Offer analysis

4.1 Products

Product components

According to caffeinformer, the five most common ingredients in energy drinks (***) are vitamin B**, vitamin B*, caffeine, vitamin B* and taurine.

Formats range from ** cl cans (***) to * l bottles. In between these two styles, many brands innovate with hybrid formats. Energy drinks derive their stimulating effect mainly from the ...

4.2 Price analysis

You will find below an overview of the prices and descriptions of the following * brands: Red Bull, Monster, Rockstar, Crazy Tiger.

Red Bull

Red Bull, created in ****, is recognized as the best-known energy drink brand on the market, and the leader in terms of both value and volume. The drink is ...

4.3 Supply trends

The giants enter the game

Indirectly, Coca Cola has been present in the French energy drink market for some time through its **.*% minority stake in Monster Energy. However, in ****, Coca Cola entered the French energy drink market with the aim of reaping market share from Red Bull more aggressively, launching two ...

5 Rules and regulations

5.1 More flexible but still vigilant regulations

In general, energy drinks sold in France are subject to EU regulations, which lay down specific provisions for the labeling of energy drinks, implemented in Regulation (***) No. ****/**** on the provision of food information to consumers. Under this regulation, energy drinks must be labelled with the words " High caffeine content. Not recommended ...

5.2 Health issues remain a grey area

The French government has commissioned several reports on the health effects of energy drinks. A major report by the Institut de Veille Sanitaire (***) in ****, based on data collected from **** to ****, showed that over-consumption of energy drinks could present risks of caffeine intoxication. However, it did not lead to any changes in ...

5.3 World customs nomenclature and harmonized system

The Harmonized System is an international nomenclature for product classification. It enables participating countries to classify traded goods on a common basis for customs purposes. At international level, the Harmonized System (***) for the classification of goods is a six-digit code system. [***]

The HS comprises some *,*** item/product descriptions, which appear as ...

6 Positioning the players

6.1 Segmentation

  • Red Bull
  • Monster Energy
  • Crazy Tiger
  • PepsiCo
  • Rockstar Energy Drink
  • Coca-Cola Groupe

List of charts presented in this market study

  • Energy drinks market size
  • Red Bull worldwide sales
  • Energy drinks market size
  • Volume and retail sales of non-alcoholic beverages by category
  • Number of energy drink consumers
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Latest news

Coca-Cola: solid health in Q4 thanks to higher prices | Coca-Cola reports solid Q4 results. - 14/02/2023
  • 4th quarter sales: $10.1 billion
  • Sales up 7% year-on-year
  • Quarterly net profit: $2 billion
  • Price/mix effect for the quarter: up 12
  • Sales of soft drinks, water, energy drinks, tea and coffee: stable
  • Sales of juices, dairy products and plant-based beverages down 7%
  • Organic growth forecast for 2023: between 7% and 8%
Pepsico cuts its workforce in France - 09/12/2022
  • Pepsico prepares to cut 100 jobs in France
  • The company generates sales of 1.3 billion euros in France, with 600 employees
  • Pepsi employs 300,000 people worldwide
Pepsi goes for Celsius, the new beverage star. - 04/08/2022
  • Celsius is a Florida-based producer of fruit-flavored energy cans with no additives or preservatives
  • 8.5% stake acquired
  • Celsius valued at $7.8 billion

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Red Bull
Monster Energy
Crazy Tiger
PepsiCo
Rockstar Energy Drink
Coca-Cola Groupe

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