Australian energy drink growth among world’s best
Global energy drink volumes increased by 2% in 2008 to 3.9 billion litres, almost double the 2.0 billion litres sold in 2003, with Australia a global leader – according to the latest report from food and drink consultancy Zenith International. Average global growth over the past five years has been 14% a year.”Energy drinks remain a dynamic segment in the soft drinks market, with double figure rises in most regions,” Zenith Market Intelligence Director Gary Roethenbaugh explained. “This is testament to the energy drink concept’s staying power.”
North America is the leading region, with 37% of global volume in 2008, followed by Asia Pacific with 30% and West Europe with 15%. Asia Pacific was the only region to experience a decline in 2008, with consumption falling by 18% – led by a 41% fall in sales within Thailand.
While Asia Pacific was lagging, the Australasia region was surging – with volumes soaring 33%. Only Eastern Europe bettered this growth rate, as countries like Australia were boosted by increased competition and a wider range of alternatives including energy shots and larger can sizes. In Australia, the likes of Mother and Monster have entered the fray in recent times, while V and Red Bull have been mainstays.
Mirroring the market’s overall growth in recent years, consumption per person has also advanced rapidly, up from 0.4 litres in 2003 to 0.8 litres in 2008. North America and Australasia now have the highest regional consumption at 4.2 litres per person.
By 2013, Zenith estimates that the global market will reach 5.8 billion litres, equivalent to 1.1 litres per person.