Energising the Drinks Industry

The current trend is that consumers appear to be gravitating towards the healthier beverages available on the shelf,  over the soft drinks with higher sugar content and carbonated drinks

Unsurprisingly the dominant giants have seen a slight reduction in market share, whilst nutrition drinks such as energy drinks and bottled water have enjoyed gradual growth each year despite the industry as a whole only growing at a rate of around two percent.  

Despite this the energy drinks sector appear to be booming, despite its generally ‘high sugar’ properties. It remains the fastest growing category amongst the carbonate beverages.

An interesting presentation from Dr Oetkers ‘Natural Energy’ showcased how energy drinks can offer a healthy image to consumers.

We look forward to more interesting discussions around category growth and decline in 2018!