December 10, 2024 – In Europe, consumers prefer energy drinks trends for their ability to combine functional benefits with bold flavors, catering to both active lifestyles and on-the-go convenience. Innova’s 360 research into energy drinks trends helps to analyze the latest market insights, brands, top flavors, product launches, and what might develop within the future market.
Energy Drinks Sales and Product Launch Trends
Europe is the third leading region for energy drink sales value over the past year. 32% of consumers in Europe value inclusivity in their diet. Launches featuring vegan, vegetarian, gluten-free, and lactose-free claims engage with diverse dietary needs and cultural preferences.
The energy drinks industry has seen an increase in launches over the past year. Taurine is the most interesting ingredient in Europe’s energy drink market, with a 14% growth in launches during the same period. Taurine is known for improving endurance, enhancing cognitive performance, and reducing fatigue; it plays a significant role in meeting the demands of active lifestyles.
Similarly, 19% of European consumers opt for energy drinks trends to enhance focus and concentration, aligning with a 10% rise in launches emphasizing these benefits. Products infused with nutraceuticals like caffeine and choline, alongside adaptogens such as ginkgo biloba and lion’s mane, cater to individuals seeking mental clarity and boosting productivity.
Leading Energy Drinks Markets
The United Kingdom leads among the top 5 countries in Europe in the energy drinks subcategory over the past year. This is followed by Finland, Germany, Hungary, and Spain.
In the United Kingdom, 28% of consumers prioritize low/no/reduced sugar claims when buying energy drinks, driving significant growth in sugar-related options. Products prominently featuring zero-sugar labels attract consumers seeking alternatives that align with their well-being goals. This reflects Innova’s annual top trend of 2024, ‘Prioritizing Prevention,’ where consumers are seeking products that meet their well-being needs because of proactive efforts to tackle potential health issues.
Top Brands and Companies
In Europe, Monster Beverage is the market leader for energy drinks subcategory, driven by its brands Monster Energy and Bang.
The Coca-Cola Europacific Partners expands the Monster Energy Additions range with Monster Nitro Cosmic Peach, blending light peach flavor with refreshing citrus notes. The Nitro range uses nitrous oxide to deliver a smooth, creamy texture, enhancing both taste and mouthfeel. This gas-infused innovation offers a refined sensory experience, setting a new standard for energy drinks in the European market.
Red Bull, Pepsico, Hell Energy, and Suntory are the other notable companies in the European energy drinks industry. These top five companies account for 34% of energy drinks subcategory launches over the past year.
Claims and Positionings Trends
Sugar-free, vegan, vitamin/mineral-fortified, low/no/reduced calorie, and without additives or preservatives are the top five positionings in the energy drinks subcategory launches in Europe.
In Europe, 21% of consumers choose energy drinks for their vitamin and mineral content, driving a 41% growth in fortified product launches. Energy drinks enriched with vitamins B, C, and D, alongside minerals like zinc, calcium, and potassium, support muscle recovery and overall well-being. These formulations cater to health-conscious consumers, fueling innovation and driving new product development in the market.
Energy Drinks Flavor Trends
The top flavor energy drinks subcategory launched in Europe is mango, followed by strawberry, orange, tutti frutti, and watermelon.
Nearly 1 in 4 consumers in Europe prefer fruit/superfruit flavors within the energy drinks subcategory. Launches with a range of fruit flavors, such as citrus, berries, orchard fruit, and superfruit, remained attractive in the past year.
What’s Next in the European Energy Drinks Trends?
The UK leads energy drinks subcategory launches in Europe, with consumers prioritizing low/no/reduced sugar claims when purchasing energy drinks. Brands can focus on energy drinks labeled as zero sugar to attract those seeking sugar-free options.
Nearly one in four consumers in Europe consistently check the ingredients on product packaging. In line with this, launches with pack labels listed with guarana have displayed a growth rate of 15% CAGR over the past four years. This aligns with Innova’s other annual top trend of 2024, ‘Ingredients: Taking the Spotlight,’ where brands are highlighting the product’s star ingredient to build consumer connection.
Consumers in Europe are favoring fruit and superfruit flavors in energy drinks industry. Additionally, innovative flavors inspired by candies are emerging, highlighting a growing preference for diverse flavor combinations. Brands that combine health claims with unique flavors are likely to lead in the energy drinks industry trends.
This article is based on Innova’s Overview in Energy Drinks in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
