Hoping to cash in on the steady growth of the already sizeable sports and
energy drink category, manufacturers at Natural Products Expo West in March will showcase a variety of functional beverages featuring an ever - expanding variety of plant - based proteins,...
It also has a long history of taking a responsible, proactive and responsive approach to
the energy drinks category, including developing a set of voluntary commitments that all manufacturers adhere to.
There is plenty of optimism around the future of the global
energy drinks category, says Richard Corbett.
Not exact matches
Energy drinks are still the fastest - growing beverage
category, and Coca - Cola could easily absorb Monster's business given the companies» existing ties, the «Mad Money» host added.
Red Bull, for example, has been able to expand its brand beyond the
energy -
drink category into the arts and entertainment arena with its Canvas Cooler Project, whereby artists design coolers and showcase them at events nationwide.
«This is clearly a tragic case, however the Australian
energy drinks market is already the most regulated in the world and products across the
category are clearly labelled with a 500 ml daily usage maximum.
Massive adoption by Millennials and Post-Millennials is driving huge growth in the coffee
category, especially for less - processed cold brews: sixty - seven percent opt for coffee over
energy drinks when looking for an
energy boost, with 43 percent
drinking cold brew coffee
drinks, personalized to their taste.
Product
categories using a specific weight management positioning are being led by cereal products, particularly cereal and
energy bars (11.6 % of the total), but also breakfast cereals (8.6 %), ahead of ready meals, soft
drinks and tea.
According to Chicago - based Mintel, growing competition from
energy drinks and other functional beverages also has challenged the
category.
The simple facts are: the
category is already heavily regulated; the contribution of caffeine to the diet of teenagers from
energy drinks pales in comparison to other foods and
drinks containing caffeine, in particular coffee; and the prevalence of consumption by teens is extremely low» said the Council's CEO, Mr Geoff Parker.
«The very simple facts about
energy drinks in Australia are pretty clear — the
category is already heavily regulated; the contribution of caffeine to the diet of 13 - 40 year olds from
energy drinks pales in comparison to other foods and
drinks containing caffeine; all ingredient combinations are perfectly safe; like coffee,
energy drinks should be consumed in moderation.
This
category includes fruit / flavoured / vegetable
drinks, tea and coffee based
drinks, and sports and
energy drinks with less than 25 % real juice content.
RUNA said it is converting consumers
drinking conventional
energy drinks while also attracting new entrants to the
category such as «females who are coming in from cold brew coffee.»
Giving the
category a boost: so - called natural
energy drinks, made from herbs and vitamins — as well as caffeine, often sourced from green tea.
How to limit popular
drinks Currently,
drinks such as Coca - Cola, Pepsi, Lucozade
Energy and Irn - Bru would fall into the higher rate
category, while Sprite, Fanta and Dr Pepper would fall into the lower.
One Click Retail found that US Amazon sales of Cold Beverages (driven by bottled water and sports /
energy drinks) and Coffee (driven by disposable coffee pods) earned more than double the next leading
categories, with Cold Beverages growing an impressive 65 % YoY.