End of energy drinks ?

In an interview with the Financial Times yesterday, Coca-Cola Chief Executive Muhtar Kent was forthright in many views about global market opportunities and was particularly dismissive of the prospects for energy drinks.

It’s difficult to disagree with his comment that, “as a long term perspective, there will be a tapering off of demand.” But his next remark stopped me in my tracks. “It’s not something that will be here to stay in 20 years’ time.”

Red Bull will be 25 years old next year and its Asian forebears have been around for much longer. Energy drinks fulfil a significant popular demand for extra energy when we’re tired or want a boost.

The energy drinks market may well move on to more targeted energy needs, more science backed evidence, more natural products and more flavour/pack combinations, but I definitely expect the market to be bigger and broader in 20 years’ time than it is today.