West Europe Energy Drinks market tops 3 billion
West Europe's energy drink sales accelerated by 15% to a volume of 383 million litres and a value of â‚¬3039 million in 2005, according to leading drinks consultancy Zenith International. A further 12% rise is expected in 2006, taking volume to 428 million litres, which equates to an average of 1.5 litres per person.
The three largest markets in 2005 were the United Kingdom, Germany and Spain, which together accounted for well over half of the West European total. Albeit from a much smaller base, France was the fastest growing market, followed by Norway, Finland and Ireland â€“ all registering growth in excess of 20%.
"Strong marketing, wider distribution, the challenge of newer brands and increasing consumer acceptance have been key contributors to recent growth," commented Zenith Research Director Gary Roethenbaugh.
"Although Red Bull's supremacy remains, it has witnessed some erosion of market share. Various other brands and supermarket own labels have now been available long enough to have carved out their own niche and secure their presence," he added.
Nevertheless, Red Bull still commands just over 60% of West European volume. It is followed by Shark, also of Austrian origin, in second position. The only brands to claim the distinction of outselling Red Bull head to head are Hartwall's ED and Carlsberg's Battery in Finland.
Among other key findings of the 2006 Zenith Report on West Europe Energy Drinks:
- The top 5 brands accounted for 71% of volume in 2005, with the top 20 adding up to 84%, indicating a highly consolidated market.
- 63% of volume was for away from home consumption, with 37% sold through retail outlets. Due to their price premium, away from home generated 77% of value, while retail took 23%.
- Austria had the highest consumption per person at 4.5 litres in 2005, followed by Ireland and Switzerland with 3.7 litres and 2.2 litres respectively.
Concluding with detailed forecasts, Zenith's report projects annual growth rates averaging at around 8% over the next five years, taking West European energy drinks consumption to more than 565 million litres by 2010.
The 2006 Zenith Report on West Europe Energy Drinks contains 227 pages, 31 market overview tables/charts, 16 detailed country profiles and a full market analysis. Contact Zenith International on tel +44 (0)1225 327900, fax +44 (0)1225 327901 or e-mail email@example.com
For further information, please contact:
Gary Roethenbaugh or Jenny Foulds, Zenith International Ltd
7 Kingsmead Square Bath BA1 2AB United Kingdom
t +44 (0)1225 327900 f +44 (0)1225 327901