The energy drinks market - Spain

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 ...

2.1 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 ...

3.1 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 ...

4.1 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 ...

5.1 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 ...

6.1 Segmentation

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