Spanish energy drink surprises

I wasn’t surprised by much in Alimarket’s latest analysis of the Spanish energy drinks market, though it does tell a compelling and combative story.

• Monster leads by volume in retail, with a 20.4% share in the year to May 2015, according to IRI.
• Red Bull leads strongly by value, with a corresponding 34.2% share.

The two surprises were:

• Burn could well overtake Red Bull volume this year, having gained 3 share points to Red Bull’s 1 share point fall.
• Private label has risen to a huge 38.0% volume share and 25.5% by value.