US overtakes Thailand as world leader in Energy drinks
The global energy drinks market advanced 17% in 2006 to 3,431 million litres, according to the latest report by global drinks consultancy Zenith International. Thailand, home to the energy drinks concept, still leads in consumption per person, but the United States now has the highest total volume sales, driven by its top five brands - Red Bull, Monster, Rockstar, Full Throttle and SoBe No Fear.
US consumers drank 990 million litres of energy drinks in 2006, 47% more than in 2005 and 200 million litres more than their Thai counterparts. "If the level of activity and product development in the US continues, it could represent 45% of worldwide volume in five years," commented Zenith Research Director Gary Roethenbaugh. "We also expect to see double digit growth in East Europe and the Middle East, with Latin America, Australasia and West Europe making good gains too."
Rising popularity of an expanding product portfolio in the US could see consumption per person increase from the current 3 litre average to 8 litres by 2011. But this would remain below Thailand on a fairly constant 11.5 litres per person. Other national markets in contention for a place in the top five highest consumers include Austria, Ireland, New Zealand, Slovenia and Kuwait.
"Although US growth has been dominated by male-oriented energy drinks, manufacturers there are successfully tapping in to a wider trend towards healthier products and consumers are enjoying a new wave of all natural energy drinks with multiple health benefits," added Gary Roethenbaugh. "They are also extending their brands to appeal to a wider range of consumers."
Zenith expects each region to generate growth over the coming years, with global volume exceeding 5,700 million litres in 2011. Just under half of this nearly 15% annual average growth is likely to stem from North America. As Zenith's new report reveals, the world's energy drinks markets are at very different stages of development. Asia Pacific, for example, reveals a highly diverse picture that encompasses the mature markets of Thailand, Vietnam, Indonesia and Taiwan alongside the emerging markets of China and India.
Global Energy Drinks 2007 contains 100 pages of key indicators, news updates, charts and tables with forecasts. Contact Zenith International on tel +44 (0)1225 327900, fax +44 (0)1225 327901 or e-mail firstname.lastname@example.org
Notes for Editors
1. Zenith's definition of energy drinks excludes glucose-based products and sports drinks.
2. For further information, please contact:
Gary Roethenbaugh or Stuart Foxon, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
t +44 (0)1225 327900, f +44 (0)1225 327901