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
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
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 ...
2.1 Profile Analysis: The French Consumer
Energy drinks a relatively small market in France
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
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 ...
3.1 Market Structure 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 ...
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 ...
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
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
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 ...
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 ...
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
To keep reading, buy the full research
What is in this market study?
- What are the figures on the size and growth of the market?
- What is driving the growth of the market and its evolution?
- What are the latest trends in this market?
- What is the positioning of companies in the value chain?
- How do companies in the market differ from each other?
- Access company mapping and profiles.
- Data from several dozen databases
This market study is available online and in pdf format (30 p.)
- Consult an example PDF or online
- Recent reviews ★★★★☆
Buy a pack and get an immediate discount
Pack 5 études (-15%) - France
- 5 études au prix de 75,6€HT par étude à choisir parmi nos 800 titres sur le catalogue France pendant 12 mois
- Conservez -15% sur les études supplémentaires achetées
- Choisissez le remboursement des crédits non consommés au terme des 12 mois (durée du pack)
Inclus dans ce pack: This study (The energy drinks market - France) + 4 other studies of your choice
1 sector analyzed
in 40 pages
chargé d'études économiques, Xerfi
PhD Industrial transformations
Project Finance Analyst, Consulting
Etudiante en Double-Diplôme Ingénieur-Manager Centrale
Market Research Analyst
Market Research Analyst @Businesscoot
Market Research Analyst @Businesscoot