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MARKET SUMMARY

1.1 Definition and introduction

Energy drinks are an important part of the sub-category of "soft-drinks". According to the French Ministry of Health, energy drinks are "drinks that contain high doses of caffeine substances, such as guarana, taurine, ginseng, and others. These are drinks sold with the ambition to stimulate physical and intellectual efforts. [Ministres des Solidarités et de la Santé]

Energy drinks in this study are to be distinguished from drinks which are designed to meet the specific needs of athletes before, during and after exercise, and are enriched with minerals and vitamins.

The world market for energy drinks is growing rapidly, and is expected to continue to grow in the coming years, where Asia-Pacific leads the way.

The domestic market is expected to outpace the world market in growth. Nevertheless, the energy drinks segment remains small relative to other similar drinks, and consumption in France is still modest. Similarly to the world market, France is dominated by Red Bull and Monster. Despite the fact that the market development has been towards more segmentation in terms of more companies and products, private labels are struggling to keep up with the giants in the sector, outpaced primarily by the massive marketing budgets used by Red Bull and Monster. 

The marketing of energy drinks in France has been subject to many public health debates, which in turn has enforced a supervised sales system. 

 

1.2 A growing global market

Source: ****
The market for energy drinks was valued at $**.* billion in ****, and is expected to grow to reach $**.* billion in ****. This is equivalent to a CAGR of *% per year between **** and ****. Several reasons lay behind this growth: first, energy drinks offer immediate energy boosts, which are often more energetic than coffee. ...

1.3 The French market: small but strong growth

Source: ****
In France in ****, *.* liters energy drink was consumed per capita. Relative to other countries, this is neither high nor low, but rather a medium consumption. Nevertheless, when measured through aggregate value, the market is small compared to for example the UK or Germany.
However, the French energy drink market is ...

DEMAND ANALYSIS

2.1 Profile Analysis: The French Consumer

Energy drinks a relatively small market in France

Source: ****
In ****, France's sales of energy drinks amounted to ** million liters. This is a mere *.**% of the total market considered in this graph, which is dominated by Coca Cola. This confirms the growth potential this market has.
Moreover, BEF states that only **% of ...

2.2 Demand Trends

Energy drink interest is non-cyclical

Source: ****
The graph above represents the proportion of searches for a given term in a given region during a specified amount of time, compared to when it was the most searched (***). Thus, a value of ** means that the keyword has been used less often in the ...

2.3 COVID-19's impact on the industry

There are no indications that the energy drink sector on aggregate will become particularly affected by COVID-**. Beverages remain non-cyclical and demand is fairly stable.
However, there are risks that the projected growth will be diminished in light of the global pandemic. Such risks could for example include the fact that ...

MARKET STRUCTURE

3.1 Market Structure Overview

Source: ****

3.2 Production

Production overview
Depending on the product and company, the distribution network differs accordingly. We can distinguish three different profiles of actors in the production (***) of energy drinks:
Industrial subcontracting specialists who generate most of their income by producing for third parties such as Coca Cola European Partners France (***); Private label specialists ...

3.3 Distribution

Overview

Source: ****
Hyper-and Supermarkets are the most common channels of distribution of energy drinks in France, accounting for around **% of sales. E-commerce remains a very small channel with a mere *% of sales occurring online. This can partly be explained by the fact that energy drinks are bought and consumed upon immediate ...

ANALYSIS OF THE OFFER

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. 
The formats range from **cl cans (***) to *L bottles. Between these two styles, many brands are innovating with hybrid formats. Energy drinks derive their stimulating effect primarily from ...

4.2 Price Analysis

Source: ****
The graph above shows the evolution of prices on the entire beverage industry in France between **** and ****, and hence encompasses more than only energy drinks, which should be considered upon analysing this graph.
The base year is in **** when prices were equal to ***; in March ****, the price index value was ...

4.3 Supply Trends

Large packages prevail

Source: ****
From this graph we can confirm that most energy drinks consumed are in large bottles; around **% (***) of respondents identified with this size. However, the energy market is impacted by different trends, where for example different sizes and sealable alternatives are being introduced. Most likely, this will impact ...

RULES AND REGULATIONS

5.1 Regulations that have become more flexible but remain vigilant

In general, energy drinks sold in France are subject to EU regulation, where specific provisions are foreseen for the labelling of energy drinks, implemented in the Food Information to Consumers Regulation (***) No ****/****. According to this regulation, labelling of energy drinks includes the indication “High caffeine content. Not recommended for children or ...

5.2 Health issues remains a grey zone

The French government has commissioned several reports on the subject of energy drinks spillover effects on health. One 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. Nevertheless, it did not lead to ...

5.3 Nomenclature and Harmonized System of World Customs

The Harmonized System is an international nomenclature for the classification of products. It allows participating countries to classify traded goods on a common basis for customs purposes. At the international level, the Harmonized System (***) for classifying goods is a six-digit code system. [***]
The HS comprises approximately *,*** article/product descriptions that appear ...

POSITIONING OF THE ACTORS

6.1 Segmentation

The market is composed of * types of actors: integrated producers who are also distributors and distributors who do not produce.
As we have seen, the French energy drink market is largely dominated by Red Bull and Monster Energy. Nevertheless, it should be noted that Red Bull is integrated throughout the production ...

  • Red Bull
  • Monster Energy
  • Crazy Tiger
  • Truc de Fou

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Analysts

chargé d'études économiques, Xerfi

Hugo Schott

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Associate Consultant

Mathieu Luinaud

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PhD Industrial transformations

Robin Charbonnier

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Analyst

Pierre Doussau

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President Ross Alumni Club France

Arnaud Walter

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Consultant

Pierrick Cudonnec

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Project Finance Analyst, Consulting

Maelle Vitry

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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EDHEC

Imane Essadiq

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Auditeur

Vincent Defrenet

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Eva-Garance Tison

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Market Research Analyst

Michela Grimaldi

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Market Research Analyst @Businesscoot

Azelie Prigent

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Cantiane Gueguen

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Consultant

Jules Decour

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Alexia Vacheron

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Emil Ohlsson

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Anna Oeser

Anna Oeser

Gabriel Salvitti

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