Summary of our market study

The global energy drinks market has been experiencing growth, with demand driven by consumers seeking beverages that stimulate both physical and intellectual performance. Red Bull and Monster dominate the market, with Monster recently surpassing Red Bull in sales on the Iberian Peninsula. The market is expected to grow at a CAGR of +8.3% from 2021 to 2030, with its value projected to increase from US$86.3 billion in 2021 to US$176.9 billion by 2030. Supermarkets are the main sales channel, accounting for over 70% of revenues. Despite the COVID-19 pandemic, the sector remained resilient, with beverage consumption in Spain rising by +30% in 2020 due to increased in-home consumption. Energy drinks are popular among young people and the gaming community, with consumption per person remaining stable between 0.7 and 0.9 liters annually.

Health awareness is influencing market trends, with consumers becoming more discerning about ingredients and sugar content, prompting producers to innovate with natural and organic options. Spain saw a 3.4% increase in the non-alcoholic beverage workforce. The Spanish market is primarily led by Monster, Red Bull, and Aquarius, with the former holding a 37% share as of 2021. The sector also faces regulatory challenges with a tax on sugary drinks in place, impacting prices like Monster's increase from €1 to €1.11 per half-liter. New product offerings are leaning towards more natural and organic options to align with health and wellness trends.

Rising Energy: A Dive into the Dynamic Energy Drink Market Trends in Spain

In recent years, the energy drink market in Spain has witnessed a robust upward trajectory, capturing around 2% of the broader soft drinks market. Notably, a shift in power has occurred with Monster, fueled by a sweeter and more caffeinated appeal, surpassing the famed Red Bull, seizing over 35% of the nation's sales. Despite a premium imposed by the sugar tax law, these invigorating beverages continue to charm the youth, unabated by the price hike. At a global scale, the energy drinks sector is poised for substantial growth, potentially doubling from a value of between 80 and 90 billion US dollars in 2021 to a staggering 170 to 180 billion US dollars by the end of the decade. This growth is propelled by a consumer base that is increasingly conscious of their health, with a strong inclination for sugar-free or lower sugar variants. Sales within Spain have been robust, with a reported consumption value close to 100 million euros. This is a modest figure compared to giants like the UK or Germany, but the potential for expansion is strong as the Spanish market becomes more familiar with these products. An interesting phenomenon has been the unfazed demand despite the COVID-19 pandemic. With beverage consumption jumping by nearly a third in 2020, energy drinks tagged closely behind other popular beverages.

The resilience of the sector may also be attributed to strategic marketing through athlete endorsements and an enduring social media presence. A closer look at consumer preferences shows a diverse market base, yet it’s the youth and young adults, especially within the gaming community, who are most enamored by these drinks. Recognizing the health-centric trends, consumers seek out energy drinks to keep fit and stay active while paying close attention to product composition. This has spurred manufacturers to innovate, introducing more natural and organic products while balancing the critique related to high sugar and caffeine content, especially among teenagers. Amidst these developments, taxes have been implemented to curb excessive consumption, especially targeting sugary drinks, henceforth placing a 21% VAT on energy drinks. In the market's competitive landscape, heavyweights like Red Bull, Monster, and Burn hold the lion's share. Meanwhile, other brands like Aquarius and Rockstar are notable for their presence and innovations, particularly in flavor diversity and health-conscious offerings. 

Key Players in the Global and Spanish Energy Drink Landscape

The energy drink market, a sector infused with vigor and vim, is bustling with activity from major health-conscious behemoths to innovative niche players. Dominating the global arena are two titans: Red Bull and Monster Energy. These companies have not just carved significant shares in the market but have also become synonymous with the very essence of energy drinks. Their pervasive marketing strategies, coupled with the quest for peak performance by consumers, are propelling the industry forward.

  • Red Bull: As the quintessential icon of energy drinks, Red Bull has a firm grasp over the sector, offering the iconic slim blue-and-silver can that promises wings to its consumers. The brand is well-entrenched in various aspects of the social sphere, utilizing sports, music festivals, and extreme sports sponsorships to maintain its market preeminence.
  • Monster Energy: A close competitor of Red Bull, Monster Energy, under the stewardship of Coca-Cola, has become increasingly prominent, especially on the Iberian Peninsula. Their assortment of flavors, coupled with a bolder and sweeter taste profile, speaks to a diverse audience, leading to a significant market share.
  • Aquarius: Owned by Coca-Cola, Aquarius has blurred the lines in the beverage segment by offering products that lean more towards isotonic and functional drinks. Its inception during the Barcelona Olympics and its unique position in the European market underscore its distinct identity.
  • Burn: Another offering from Coca-Cola, Burn is jockeying for position in the Spanish market alongside Red Bull and Monster by monopolizing considerable market share and favor among energy drink aficionados.
  • Rockstar: A challenger brand owned by Pepsi, Rockstar has secured its niche by catering to those who seek variety and innovation in their energy beverage choices, with an emphasis on invigorating flavors and ingredients.
  • Nocco: This challenger brand stands out with its ready-to-drink, sugar-free BCAAs (branched-chain amino acids) infused energy drinks, targeting fitness enthusiasts looking for both energy and muscle recovery benefits.
  • Sanmy: As the oldest soft drink manufacturer in Spain, Sanmy may not specifically be an energy drink giant, but it represents significant Spanish entrepreneurial spirit and diversification within the wider beverage market.
  • Coca-Cola European Partners: Not a direct producer of energy drinks but rather a significant distributor and bottler for Monster and Burn among others, Coca-Cola European Partners plays a pivotal role in the logistical side of getting these high-octane beverages into the hands of consumers.
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Summary and extracts

1 Market overview

1.1 Definition and presentation

Energy drinks are beverages with a high sugar content and, above all, caffeine (guarana, taurine, ginseng) or vitamins, designed to stimulate the consumer intellectually and physically.

The global market for energy drinks is growing overall. These drinks have a distinctive image compared with other soft drinks. Specific brand marketing and the quest for performance on the part of consumers are two factors driving market growth. The global market is dominated by two brands: Red Bull and Monster.

In Spain, the energy drinks market represents around 2% of the broader soft drinks market, and is showing an upward trend. The Monster brand, owned by Coca-Cola, has for the first time overtaken Red Bull as the most consumed energy drink on the Iberian Peninsula. Sweeter and more caffeinated, Monster now holds over 35% of sales in a highly concentrated market where three brands (Red Bull, Monster and Burn) monopolize over 80% of the market. The increase in the sale price of these drinks following the enactment of the law on sugary products in supermarkets has done nothing to curb the craze among young people, who are consuming more and more energy drinks.

1.2 Global market

The global energy drinks market is expected to grow at a CAGR of +*.*% between **** and ****. As a result, market size is expected to rise from US$**.* billion in **** to US$***.* billion in ****.

sales trend for energy drinks World, ****, US$ billion Source: ****

Consumers are increasingly demanding sugar-free, glucose-free and fructose-free drinks, which ...

1.3 Spanish market

In ****, Spaniards consumed ** million euros worth of energy drinks. When measured in terms of aggregate value, the market is small compared with the UK or Germany, for example. Nevertheless, it should continue to grow over the coming years, as consumers become acculturated to the product.

sales trend for energy drinks Spain, ...

1.4 Consequences of Covid-19

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

However, there are risks that expected growth could be reduced in light of the global pandemic. These risks could include, for example, people spending less ...

2 Demand analysis

2.1 Consumer profile

Young people and adults with children are the main consumers of energy drinks in Spain. The volume consumed per person is particularly high among the video game community. Finally, bars and nightclubs are the preferred places to consume drinks like Red Bull.

Energy drink consumption by category Europe, ****, % (***) Source: ****

Despite a ...

2.2 Raising awareness of health issues

Consumers are increasingly turning to energy drinks, which are associated with an active, healthy lifestyle. **% of Europeans see a direct link between eating well and staying healthy. In fact, since the pandemic, consumers' priorities are as follows:

Staying fit ; be active; Eat a balanced diet.

Consumer awareness of the links between ...

3 Market structure

3.1 Overview of market structure

Source: ****

3.2 Companies and jobs

Data collected by INE allow us to study the non-alcoholic beverage manufacturing industry, which includes energy drinks, under CNAE code ****: "Fabricación de bebidas no alcohólicas; producción de aguas minerales y otras aguas embotelladas". The number of companies in this sector is declining.

number of companies manufacturing non-alcoholic beverages Spain, ...

3.3 Brands and Distribution

The market is made up of * types of player: integrated producers who are also distributors, and distributors who do not produce. red Bull is integrated throughout the production chain, right up to distribution, while Monster (***). Coca-Cola is also present through the Aquarius brand, which it launched at the time of the ...

4 Offer analysis

4.1 Price

INE data provides information on unit price trends for energy drinks under code **.*.*.* T: "Bebidas energéticas (***)".

unit price trends for energy drinks Spain, ****-****, €/l Source: ****

4.2 Offer diversity

Most beverages are sold in ** or ** cL cans. There are different price ranges, enabling them to reach a very wide audience. To differentiate themselves, manufacturers play on flavors, which are often exotic. Most brands have a sugar-free version.

Source: ****

4.3 Innovations

The most buoyant segment is the health argument. Traditional players are offering new, organic, more natural recipes. This is the case with Red Bull, which has launched its yerba mate drink in Europe, an infusion that is very popular in Argentina and Paraguay. This innovation is an opportunity for manufacturers outside ...

5 Regulations

5.1 Current regulations

In general, energy drinks sold in France are subject to EU regulations, which lay down specific provisions for the labelling of energy drinks.these are set out in Regulation (***) No. ****/**** on the provision of food information to consumers. Under this regulation, energy drinks must be labelled with the words "High caffeine ...

6 Positioning the players

6.1 Segmentation

  • Red Bull
  • Monster Energy
  • Coca-Cola - Burn
  • Sanmy
  • Coca-Cola Europacific Partners CCEP
  • Nocco

List of charts presented in this market study

  • Sales trend for energy drinks
  • Market share by place of consumption
  • Sales trend for energy drinks
  • Energy drink consumption by category
  • Volume of energy drinks consumed
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Latest news

Coca-Cola: growth leader in 2022 - 11/01/2023
  • Coca-Cola Europacific Partners France ranked #1 contributor to growth in 2022
  • Coca-Cola brand gains 600,000 new households in 2022
  • Coca-Cola growth in 2022 versus 2021: 194 million euros in additional sales (around 11% of sales)
  • Soft drinks growth in 2022: 12% by value
  • Increase in CCEP France sales in December 2022: 13%
  • Coca-Cola brand penetration rate in 2022: 69.4% (gain of 380,000 households and 1 point more than in 2021)

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
Coca-Cola - Burn
Sanmy
Coca-Cola Europacific Partners CCEP
Nocco

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