West Europe energy drinks market rises to Ã¢â€šÂ¬3.75 billion
West Europe's energy drink sales rose a further 11% to 487 million litres with a retail value of Ã¢â€šÂ¬3,757 million in 2007, according to the latest report from leading drinks consultancy Zenith International.
"Intensifying competition, effective marketing support and increased consumer acceptance as well as loyalty have been key contributors to current growth," commented Zenith Market Intelligence Director Gary Roethenbaugh. "Manufacturers have been extending distribution and developing more mainstream appeal, targeting a wider range of consumer groups. This has resulted in a shift of emphasis towards the retail channel", he added.
The three largest markets in 2007 were the United Kingdom, Germany and Spain, which together accounted for 56% of West European volume. France was the fastest growing market, albeit from a very low base, up 22% on 2006, followed by Ireland, Denmark and Spain.
Energy drinks have progressively come under greater influence from larger industry players, with Red Bull commanding around 60% of overall 2007 volume. Coca-Cola owned Burn and Relentless were second and fifth, with Shark and Effect placed third and fourth.
Further Zenith findings in the 2008 West Europe Energy Drinks report include:
- The top 10 brands were responsible for 75% of total volume in 2007.
- Taurine and caffeine based products took a 74% share.
- 25cl cans remain the preferred packaging choice.
- Ireland had the highest consumption per person at 7.7 litres, followed by Austria and Switzerland on 5.4 litres and 2.4 litres respectively.
Zenith anticipates that annual growth rates will average at around 8% over the next five years, taking West European energy drinks consumption close to 700 million litres in 2012.
The 2008 Zenith Report on West Europe Energy Drinks contains 217 pages, 31 market overview tables/charts, 16 detailed country profiles and a full market analysis. Contact Zenith International on tel +44 (0)1225 327900 or e-mail firstname.lastname@example.org
For further information, please contact:
Gary Roethenbaugh or Natalie Cording, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
t +44 (0)1225 327900, f +44 (0)1225 327901