the energy drinks market
1.1 Definition and introduction
Energy drinks are an important part of the sub-category of "soft-drinks". According to the Ministry of Health s, energy drinks are "drinks that contain substances such as caffeine in high doses, associated with guarana (plants containing caffeine), to the arginine to the taurine , to the ginseng to the glucoronolactone (derived from glucose)...". These are drinks sold as "stimulants of physical or intellectual effort"
They are to be distinguished from so-called "energy" 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 is growing rapidly and is expected to continue to grow in the coming years. The market is concentrated around internationally renowned brands where the marketing efforts play a key role in gaining market share and attracting future consumers
Also growing on the French market, the energy drinks segment nevertheless occupies a still marginal place among the sodas consumed
As observed worldwide, private labels are struggling to keep up with the giants in the RedBull and Monster sector, which have very high marketing budgets, mainly targeting a relatively young clientele through the sponsorship of sporting or musical events or organizing a direct communication with students "ambassadors" in their respective schools
The marketing of energy drinks in France has been the subject of many public health debates and their sale is supervised by a specific legal system
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