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The early stages of the millennium witnessed a plethora of energy and functional drinks hitting
the UK market, many of which have disappeared as the category has steadily matured. The market in
2005 shows consumers are now drinking for both health and functionality, whether it is to make
oneself feel more energetic, to stay awake while driving or to dance on into the small hours.
Sales in 2005 are likely to be worth in excess of 1 billion in which Red Bull remains the
dominant brand by value. Indeed, the category in the UK is highly concentrated among a few products
and suppliers, supported by a handful of minor players and supermarket own label. Having become well
established from the suppliers point of view, it necessitates continuous investment in educating
potential drinkers as to the benefits of the category while continuing to preach the existing
message to the converted. | 
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