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11/07/2016
Energy Drinks Market Research
01/23/2017
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THE AFOREMENTIONED STATEMENT
SUMÁRIO
1. Global Energy Drinks Market ............................................................................................. 5
1.2 Current market situation Global ................................................................................................................................... 5
1.2 Key Players .................................................................................................................................................................... 5
1.3 Global Consumer view .................................................................................................................................................. 6
1.4 Trend and Opportunities ............................................................................................................................................... 6
2. Latin America Energy Drinks Market .................................................................................. 7
2.1 Key Market Driver ......................................................................................................................................................... 8
2.2 Key Market Challenge ................................................................................................................................................... 8
2.3 Key Market Trend.......................................................................................................................................................... 8
2.4 Key Vendors .................................................................................................................................................................. 8
2.5 Other Prominent Vendors ............................................................................................................................................. 8
3. Mexican Energy Drinks Market .......................................................................................... 9
3.1 Historic Market Sizes ..................................................................................................................................................... 9
3.2 Trends and Opportunities ............................................................................................................................................. 9
3.3 Mexican energy drinks regulations ............................................................................................................................. 10
3.3.1 Discourage new brands ........................................................................................................................................ 10
3.3.2 Price increase ....................................................................................................................................................... 10
3.4 Competitors and Prices ............................................................................................................................................... 11
4. Technical Research Report ............................................................................................... 12
4.1 Energy drink ingredients ............................................................................................................................................. 12
4.2 Caffeine ....................................................................................................................................................................... 12
4.3 Sugars .......................................................................................................................................................................... 13
4.4 Other additives ............................................................................................................................................................ 14
4.4.1 Preservatives ........................................................................................................................................................ 14
4.4.2 Colourings ............................................................................................................................................................ 14
4.4.3 Acidity regulators ................................................................................................................................................. 14
4.4.4 Vitamins ............................................................................................................................................................... 14
4.4.5 Flavourings ........................................................................................................................................................... 14
4.4.6 Stimulants ............................................................................................................................................................ 15
4.2 Health-related behaviours and risks ........................................................................................................................... 15
4.3 Health and performance outcomes ............................................................................................................................ 16
4.4 Evidence gaps .............................................................................................................................................................. 18
5. References ....................................................................................................................... 19
1. GLOBAL ENERGY DRINKS MARKET
1.2 Current market situation Global
According to Mordor Intelligence, The global energy drinks market was $50 billion
in 2014 and projected to grow at an annual rate of 3.5% between 2015 and 2020. This is
despite an overall decline in sales of soft drinks. Consumer concerns over the sugar and
caffeine contents of energy drinks are contributing to slower growth amongst 15-24 year
olds, the core users . However, the 10-14 age group is set to see an 11% increase in
numbers over 2014-19 to 3.8 million which could boost sales from 2019 amongst the core
user group.
According to Grand View Research, Global Energy Drinks overall market is
projected to grow at an approximate CAGR of 10% from 2016 to 2024. Also, according to
Business Wire, Vendors: Red Bull, Monster, Rockstar will be responsible to Growth of
3.5% CAGR by 2020.
North America is the major consuming market for energy drinks due to health
concerns and awareness. However, Asia-Pacific is a growing market due to the changing
demographics and increasing disposable income. Europe is an emerging market poised to
grow at a healthy rate due to growing consumer adoption rate as a result of increased
marketing efforts by key players. Children and adolescents are the main target groups for
manufacturers.
The energy drink market is saturated, making it hard for small and new companies
to compete. No companies appear to pose a serious threat to Red Bull, or Monster and
Rock star's market dominance. Red bull in 2013 contained 43% of the major market share
followed by Monster with 39%.
1.2 Key Players
The leading companies in the global energy drinks market are: PepsiCo, Hansen
Natural Corp., Red Bull GmbH, and The Coca-Cola Company.
1.3 Global Consumer view
Consumers are looking for variations in daily drinks which include hydration with
performance & preventive measures taken for specific health conditions. Energy drinks
with caffeine presence are high in demand as it helps the consumers to regain energy and
increase their stamina.
1.4 Trend and Opportunities
With consumers across all demographic categories increasingly being drawn toward
products that offer health benefits, clever marketing and branding will remain crucial to
the success of energy drinks brands worldwide. Moreover, with consumers consciously
cutting down on the consumption of sugar-sweetened drinks and the number of diabetics
rising worldwide, a massive opportunity is shaping up in the sugar-free energy drinks
market, the report finds. At the same time, the obesity pandemic will give a fillip to low-
calorie energy drinks.
Packaging will be a defining trend in the energy drinks market, becoming nearly as
important as improved product formulation. As more energy drinks bustle for space on
retail shelves, packaging will be a definite purchase influencer for consumers. While the
market carries a positive long-term growth outlook, companies need to reassess their
product formulas to overcome negative publicity related to potentially harmful
ingredients in their products.
2. LATIN AMERICA ENERGY DRINKS MARKET
Average growth over the past five years has been 25% a year. Value has risen
slightly less sharply by an average 22% a year to €974m or $1,252m in 2012. Sugar Free
drinks have rocketed to over $50m in 2012. Although some countries face challenging
atmospheres due to restrictive regulations, energy drinks still remain the most dynamic
segment in the soft drinks market in the region, with strong growth in most countries.
The analysts forecast the Energy Drink market in Latin America will grow at a CAGR of
21.24 percent and 19.07 percent on the basis of revenue and volume, respectively, over
the period 2013-2018.
The top three consuming countries among the 7 covered by the Zenith report were
Brazil, Argentina, and Mexico. Argentina, Brazil, and Chile had the highest consumption
per person in 2012. Brazil is still the leading region, with 56% of global volume in 2012,
followed by Argentina with 17.8% and Mexico with 15%. Chile has made significant gains
over the last few years rising to a 4% share. Colombia has also seen its volume share
nearly double to 4.5%. By 2017, Zenith International estimates that the global market will
have jumped by a further 119% to 545 million litres.
2.1 Key Market Driver
Increasing Brand Awareness among Consumers.
2.2 Key Market Challenge
Stringent Government Regulations.
2.3 Key Market Trend
Increasing Use of Natural Ingredients.
2.4 Key Vendors
Grupo Petropolis Ltda.
Monster Beverage Corp.
Red Bull GmbH
The Coco-Cola Co.
2.5 Other Prominent Vendors
AJE Group
Corporacion Lindley
Empresas Polar SA
Go GungHo Inc.
Montevideo Refrescos SA
Postobon S.A.
Quala S.A.
shot and go energy drink GmbH
South Beach Beverage Co.
SPEED Energy Drink LLC
3. MEXICAN ENERGY DRINKS MARKET
In 2015, energy drinks recorded off-trade volume growth of 18% to reach sales of
96 million litres and current value growth of 15% to reach Mx$7.2 billion. Category
growth is mostly being driven by young consumers looking for an energy boost due to
their increasingly busy schedules. While many regular consumers of energy drinks are
less price-sensitive and view the benefits as outweighing the price, more economy options
have opened the category up to a wider audience, further supporting sales.
3.1 Historic Market Sizes
Fortified/Functional (FF) Food and Beverages in Mexico – Retail Sales Value in US$
millions
(Font: Euromonitor Internacional)
According to the Euromonitor, the energy drinks market has experienced "explosive
growth" since products were first introduced to the country in 2002.
The industry achieved sales of $615m in 2011.
3.2 Trends and Opportunities
In 2015, energy drinks recorded off-trade volume growth of 18% to reach sales of
96 million litres and current value growth of 15% to reach Mx$7.2 billion. Category
growth is mostly being driven by young consumers looking for an energy boost due to
their increasingly busy schedules. While many regular consumers of energy drinks are
less price-sensitive and view the benefits as outweighing the price, more economy options
have opened the category up to a wider audience, further supporting sales.
3.3 Mexican energy drinks regulations
Strict Mexican government taxes and regulations on the sale of energy drinks could
discourage new brands entering the market, Euromonitor has claimed.
There has, however, been somewhat of a backlash against energy drinks on an
international scale following claims that excessive consumption of the products or mixing
them with alcohol has led to the hospitalisation and death of scores of young people
around the world.
No particular incidence of injury or death has been reported in Mexico. despite this
the Mexican government has take a series of steps to regulate the sale of energy drinks.
3.3.1 Discourage new brands
In October 2011, the Mexican Senate officially banned the sale of energy drinks
mixed with alcoholic beverages by all bars and restaurants. The Senate later voted to
prohibit the sale of energy drinks to anyone under the age of 18.
"There restrictions make Mexico among the strictest countries in the world in their
regulation of energy drinks"
3.3.2 Price increase
Prior to the Mexican Senate bans, a tax was introduced on energy drinks. The tax -
accounting for 25% of total production costs - put energy drinks on par with beer and
wine.
In many cases manufacturers have been forced to pass on the additional costs to
consumers, with unit prices increasing by an average of 27%. Gladiador- Coca Cola's
energy drink - jumped from MX$51 per litre to MX$66 per litre as a result of the tax.
3.4 Competitors and Prices
BRAND PRODUCT NAME SIZE PRICE REDLINE THE ULTIMATE ENERGY RUSH 240ml MX$ 44,90
ROCKST’R ZERO SUGAR ZERO CARb 473ml MX$ 27,00
ROCKST’R ENERGY DRINK 473ml MX$ 27,00
MONSTER KHAOS ENERgy+JUgO 473ml MX$ 29,00
BOMBA yELLOW ENERgy 473ml MX$ 27,30
GLAdiATOR ENERgy dRiNK fURiA 450ml MX$ 15,50
Blue Shot Sugarfree vitalizing Spirit 310ml MX$ 19,50
RED Bull Sugar free 250ml MX$ 21,00
RED Bull energy Drink 250ml MX$ 29,00
venoM energy blacK MaMba 237ml MX$ 16,00
b:oost light active energy 235ml MX$ 14,00
b:oost active energy 235ml MX$ 14,00
Quick energy sin azúca 59ml MX$ 35,00
sTacker 6 Hour Power sHoT 60ml MX$ 33,90
reD BuLL Energy sHoT 60ml MX$ 35,00
SHOTB 5 HOraS FruTaS TrOpicaleS 59ml MX$ 29,00
4. TECHNICAL RESEARCH REPORT
4.1 Energy drink ingredients
The recipes for energy drinks include some common ingredients and a wide range of
other additives, including preservatives, colourings, acidity regulators, vitamins and
flavourings. These are described in turn below, along with their main health effects.
4.2 Caffeine
Caffeine is an alkaloid found naturally in plants, seeds and fruits, such as coffee and
cocoa beans, tea leaves, guarana berries and the kola nut. It is an ingredient in many
popular foods and drinks, as well as certain medicines, and is consumed worldwide.
Caffeine stimulates the nervous system and, at moderate intakes, can enhance endurance
performance and concentration in adults. However, larger doses can cause anxiety,
agitation, sleeplessness, gastrointestinal problems and arrhythmias . There is no official
recommended limit for non-pregnant adults, but the European Food Safety Authority
(EFSA) suggests that single doses of caffeine up to 200 mg (about 3 mg/kg body weight for
a 70kg adult) and habitual consumption of up to 400mg per day do not give rise to safety
concerns . A cup of instant coffee contains around 100mg of caffeine, tea has 50mg and a
can of cola has 30mg. Many energy drinks do not clearly label the exact caffeine content
per serving, but some products contain as much as two cups of coffee.
According to the EFSA, there is insufficient information to derive a safe caffeine
intake for children and adolescents, and substantial uncertainty regarding the longer-term
effects of habitual consumption in adults. They propose 3mg/kg 4 Some varieties are
available pre-mixed with alcohol. Food Research Collaboration 3 Energy drinks: what’s
the evidence? body weight per day as the level of no safety concern for habitual caffeine
consumption by healthy children and adolescents. This means that an average 11- year-
old weighing 35kg should consume no more than 105mg of caffeine per day. A single can
of popular energy drink brands such as Monster, Relentless or Rockstar contains
approximately 160mg. Children may be more susceptible than adults to the stimulant
effects of caffeine because of their lower body mass and the fact that they are less likely to
have built up a tolerance to these effects. Therefore, the BSDA and others have
recommended that highly caffeinated drinks, including energy drinks, should not be
consumed by children.
4.3 Sugars
Energy drinks tend to contain large quantities of sugars. Action on Sugar surveyed
197 energy drinks in the UK and found that 78% would receive a ‘red’ (high) label for
sugars per serving. The worst offender was Rockstar Punched Energy + Guava Tropical
Guava flavour, with a staggering 20 teaspoons of sugar per 500ml can. Regular
consumption of high sugar energy drinks can increase the risk of longerterm health
implications such as dental erosion, obesity and type 2 diabetes. A US study showed that
dental cavities can result from the acidic pH and high-sugar content of products such as
energy drinks, and another study showed that consumption of energy drinks can cause
erosion and smear-layer removal in the teeth, leading to cervical dentin hypersensitivity.
A report by the Scientific Advisory Committee on Nutrition (SACN) cited several studies
demonstrating that consumption of sugar-sweetened beverages by children and young
people results in greater weight gain and increases body mass index.
Whilst certain drinks manufacturers claim their products are a good source of
energy, this can be misleading. The body generates energy from any food, such as fruits,
vegetables, breads, pasta and rice, and there is no nutritional need for added sugars.
Indeed, the European Commission recently banned five glucose claims previously
approved by the EFSA due to concerns over encouraging excessive sugar consumption.
Energy drinks high in sugars can be reformulated, as there are similar products on the
market with much less sugar; for example, Monster Khaos Energy + Juice contains
7.8g/100ml, about 50% less sugar than the highest sugarcontaining energy drinks.
4.4 Other additives
4.4.1 Preservatives
Preservatives can be used to inhibit the growth of pathogenic organisms such as
bacteria and moulds, but in energy drinks their main function is to extend the shelflives of
the products. Preservatives commonly used in energy drinks are: sorbic acid (E200),
benzoic acid (E210) and sodium benzoate (E211).
4.4.2 Colourings
Colourings are used for cosmetic purposes. This category includes caramels (E150)
and carmoisine (E122), quinolone yellow (E104), and beta-carotene (E160a).
4.4.3 Acidity regulators
Acidity regulators, such as citric acid (E330), which is often used to control levels of
acidity but can also be used as an antioxidant and flavouring, while sodium citrates (E331)
can be used to stabilise emulsions.
4.4.4 Vitamins
Vitamins. Several B vitamins are used in energy drinks, such as Niacin (E375), which
is a variety of vitamin B3 that also serves to stabilise some colourings. Vitamins B2, B3, B5,
B6, B2 and B12 are also used, but the amounts are insufficient to have any meaningful
effect. Glucuronolactone is an ingredient in several products; it is a precursor for the
synthesis of ascorbic acid/vitamin C (E300).
4.4.5 Flavourings
Flavourings are unlike other additives in that they have not been assigned
Enumbers, and their identities do not have to be declared on labels. Nonetheless, some
ingredients that provide flavour are listed on energy drink packaging, when that
information is expected to increase sales. They include a variety of herbs, such as panax
ginseng, ginkgo biloba, milk thistle extract and guarana seed. Women who are
breastfeeding or pregnant should avoid milk thistle extract . Guarana Food Research
Collaboration 4 Energy drinks: what’s the evidence? contains 3-4% caffeine, which is
twice the level in Arabica coffee, in addition to several other related molecules such as
theobromine and theophylline. Several of these substances also fall under the next
category, namely stimulants.
4.4.6 Stimulants
The most widely used stimulant, after caffeine, is taurine. Taurine occurs naturally
in meat, fish and breast milk, and synthetic versions may be used as a dietary supplement.
L-Carnitine is another ingredient that some claim can help the body turn fat into energy.
4.2 Health-related behaviours and risks
Robust evidence, largely from North America, Europe and the Middle East,
demonstrates that consumption of energy drinks by children and adolescents is strongly
and consistently associated with three clusters of risky behaviours: use of alcohol and/or
binge drinking; smoking or susceptibility to smoking; and illicit drug use. In the
aforementioned EFSA study, 53% of adolescent energy drink consumers reported co-
consumption with alcohol. A longitudinal study involving 144 sixth and seventh graders
(11-12 and 12-13 year olds) in the USA found that frequency of energy drink use at
baseline predicted frequency of alcohol use 16 months later. This relationship was
partially related to levels of parental monitoring but not to sensation-seeking tendencies.
Other studies have identified associations between consumption of energy drinks and
sensation-seeking, particularly amongst frequent users, as well as links with self-
destructive behaviours and problems with behavioural regulation . One in four high school
students in a US study involving a nationally representative sample of 6,498 participants
had consumed alcohol mixed with energy drinks in the previous 12 months. These
students were more likely to report binge drinking, marijuana and other illicit drug use,
and alcohol-related unsafe driving. The latter is particularly worrying given that road
injuries are the leading cause of death amongst adolescents globally.
In terms of diet-related behaviours, studies have found that those who report
consuming energy drinks are less likely to eat breakfast on a school day and more likely to
report regular consumption of fast food. The picture is less clearcut in relation to physical
activity and sedentary behaviours, where there is some evidence of a U-shaped
association. Research shows that reported use of energy drinks is correlated with hours
spent watching TV or playing video games, as well as with higher levels of physical activity
and participation in team sports. Although much of what is currently known about young
people’s use of energy drinks comes from school-based surveys, there is a lack of evidence
relating to their impact on classroom behaviour. Schwartz et al set out to examine
associations between sweetened beverage consumption and self-reported hyperactivity
or inattention amongst 1,649 middle students in a single urban school district in the USA.
They found that students in the normal range for hyperactivity/inattention symptoms
consumed fewer sweetened beverages per day (2.17 vs 2.72 beverages, volumes not
specified) and were less likely to consume energy drinks (13.4% vs 21.1%), compared to
those who were at risk for these symptoms. Energy drinks were the only type of beverage
found to have an independent association with risk of hyperactivity/inattention, even
after adjusting for potential confounders. Although the cross-sectional study design makes
it impossible to rule out reverse causality, the authors suggest that their findings support
recommendations to prohibit consumption of energy drinks by young children.
4.3 Health and performance outcomes
Few studies have been able to demonstrate clear positive or negative health effects
attributable to use of energy drinks, largely due to the ethical implications of
administering a substance to children that may be harmful. Instead, we rely on cross-
sectional as well as retrospective study designs, including analyses of routinely collected
emergency department or poison centre data. In Australia, 62 children (mean age 36
months) who accidentally consumed energy drinks were reported to the New South Wales
Poisons Information Centre between 2004 and 2010.
Fourteen had symptoms probably related to energy drink consumption – most
commonly hyperactivity – and nine required assessment in hospital. In the USA, 4854 calls
(0.2%) received by the National Poison Data System in 2010-11 related to energy drink
exposure cases. Almost half (46%) were under six years old, but older children reported
the largest proportion of moderate or major effects, such as cardiac rhythm disturbances,
hypertension and hyperthermia. These numbers may be small but they appear to be
increasing; emergency department visits linked to energy drink consumption in the USA
doubled between 2007 and 2011. The most frequently indicated symptoms include
vomiting, nausea, feeling jittery or on edge, trouble sleeping, palpitations, dizziness,
fainting, abdominal pain and headache.
Evidence from small-scale trials involving elite junior athletes in Spain suggests that
consumption of energy drinks in controlled doses may have beneficial effects on specific
aspects of sports performance. However, in one of these trials, sweat rate was slightly
higher in the intervention group, producing significantly higher dehydration and
potentially resulting in reduced performance. Data from a population-based survey of
10,272 students aged 11 to 20 years in Canada found that adolescents who sustained a
recent traumatic brain injury (TBI) while playing sports had higher odds of recent energy
drink consumption than abstainers. The odds of sustaining a TBI were greater for those
consuming alcohol, energy drinks, and alcohol mixed with energy drinks, than for
abstainers. Use of energy drinks may be a coping mechanism to deal with the effects of TBI
or they may predispose adolescents to TBI, or both. Surveys involving representative
samples of adolescents in Iceland (10-12 years) and Finland (12-18 years) indicated that
frequent use of energy drinks was associated with common health complaints such as
headaches, stomach aches and sleeping problems [52, 53]. In the Icelandic study, the
prevalence of these complaints generally increased with greater energy drink use for boys
and girls, although their frequency was less common amongst boys. In the Finnish study,
adolescents who used energy drinks several times a day were 4.5 times as likely to
experience headaches and 3.5 times as likely to experience sleeping problems, in
comparison with those who did not consume energy drinks, providing evidence of a
potential dose-response effect.
4.4 Evidence gaps
There are a number of gaps in the evidence base in relation to the consumption of
energy drinks by children and adolescents. The majority of published studies involve
cross-sectional study designs and rely on self-report data, often gathered in North
American high school settings. There is a need for further research involving younger
children, as well as parents and teachers, including longitudinal and cross sectional
studies to examine a wider range of outcomes (educational, behavioural, social and
emotional). More research is also needed to explore the health impacts of heavy and long-
term energy drink consumption, given that we know childhood and adolescence are
critical yet understudied periods in the development of health related behaviours. Robust,
ethically sound experimental studies are required to establish cause-and-effect, in terms
of the strong associations identified in previous observational studies between use of
energy drinks and various health effects. This evidence is essential to enable children,
parents and others to make evidence informed health decisions.
At present, it is not known how caffeine interacts with other stimulants, including
those found within energy drinks, or how it affects particular sub-groups who may be at
increased risk, such as those with existing cardiovascular problems. Research on the
potential dangers associated with consuming energy drinks before, during or after taking
part in sport is also needed to counter marketing claims of enhanced performance.
Systematic assessment of energy drink and overall caffeine intake at population-level
requires improved assessment methods. School-based health behaviour surveys tend to
include one or two specific questions on this topic; for example, whether the respondent
consumed any energy drinks in the past week or year. It is generally not possible to
quantify the types of beverages consumed or the frequency of consumption. Improved
survey designs would provide valuable information on patterns of energy drink use,
specific products consumed, contexts and consequences of consumption. These should be
supplemented by well designed qualitative studies to explore the complex relationships
between behaviours and health outcomes in children, as well as the feasibility and
acceptability of proposed interventions.
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