Energy drinks upsurge in West Europe
Energy drinks in West Europe raced ahead by 42% in 1997 after a static 1996 and are on course to double again by 2002, according to a new report from specialist consultants Zenith International. "The market took off in 1994 and 1995 but then lost its way. This resurgence proves its staying power," comments Zenith Chairman Richard Hall.
Almost 400 million energy drinks were sold across West Europe in 1997, with a retail value of some £380 million. Volumes were up by 100% or more in Belgium, Italy and Sweden, while sales in Finland, France, Greece, Norway and Portugal jumped by 200% or more.
Germany is the biggest national market with a 26% share, followed by Austria and the United Kingdom with 20% each. "On mainland Europe most high energy drinks contain caffeine and taurine, whereas the main British brands are based on glucose", explains Zenith Market Analyst Heather Barnes.
Out of more than 120 brands in total, Red Bull from Austria has made most of the running with an overall 45% share and leadership in eight countries. Amongst 63 brands launched in 1996 and 1997, four have already reached the top ten - Britain's Red Card at number 2 and Indigo at number 9, France's X Energy Drink at number 4 and Germany's Hemp at number 10.
Other insights offered by the Zenith report show that 97% of volume is carbonated and 82% of sales are in 25cl cans. Austria has the highest consumption per person at 2.4 litres a year. Herbal ingredients such as ginseng and guarana are gaining in importance.
The Zenith Guide to Energy Drinks in West Europe contains 160 pages, 49 company profiles and 16 country market profiles. Contact Zenith International on tel +44 (0)1225 327900, fax +44 (0)1225 327901.
Notes for Editors
1. For further information, please contact:
Richard Hall, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
Tel +44 (0)1225 327900 Fax +44 (0)1225 327901
Almost 400 million energy drinks were sold across West Europe in 1997, with a retail value of some £380 million. Volumes were up by 100% or more in Belgium, Italy and Sweden, while sales in Finland, France, Greece, Norway and Portugal jumped by 200% or more.
Germany is the biggest national market with a 26% share, followed by Austria and the United Kingdom with 20% each. "On mainland Europe most high energy drinks contain caffeine and taurine, whereas the main British brands are based on glucose", explains Zenith Market Analyst Heather Barnes.
Out of more than 120 brands in total, Red Bull from Austria has made most of the running with an overall 45% share and leadership in eight countries. Amongst 63 brands launched in 1996 and 1997, four have already reached the top ten - Britain's Red Card at number 2 and Indigo at number 9, France's X Energy Drink at number 4 and Germany's Hemp at number 10.
Other insights offered by the Zenith report show that 97% of volume is carbonated and 82% of sales are in 25cl cans. Austria has the highest consumption per person at 2.4 litres a year. Herbal ingredients such as ginseng and guarana are gaining in importance.
The Zenith Guide to Energy Drinks in West Europe contains 160 pages, 49 company profiles and 16 country market profiles. Contact Zenith International on tel +44 (0)1225 327900, fax +44 (0)1225 327901.
Notes for Editors
1. For further information, please contact:
Richard Hall, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
Tel +44 (0)1225 327900 Fax +44 (0)1225 327901