The energy drinks phenomenon continues to endure, silencing those critics who
have argued that energy drinks are just a passing fad. West Europe energy drinks
have witnessed runaway success in recent years; yet the market has slowed down
to some extent. Fewer energy drinks are being launched in West Europe compared
to recent years. The early 2000s have clearly experienced a shake-out. A number
of smaller, more marginal, energy drinks operators have withdrawn their products
or have decided to focus on other business activities. In an energy drinks
landscape still dominated by Red Bull, the major soft drink multinationals have
struggled to make headway, but are evidently determined to fight on in this key
growth sector of carbonated soft drinks.
The West Europe energy drinks market has been boosted by a number of factors.
These include: strong branding, intensified marketing activity, the targeting of
key consumer groups, such as motorists, the expansion of distribution, packaging
innovation and an albeit slower stream of new entrants. Although faced with
growing competition from pre-mixed spirits and other functional soft drinks,
energy drinks continue to demonstrate solid growth potential.
Zenith International reports offer you the most reliable market figures and
in-depth analysis of trends. This comes from a bottom up approach to the
research process, and detailed discussions undertaken with industry players.
The West Europe Energy Drinks Report 2004 is broken down into 3 main
sections:
- A full West Europe market commentary provides in-depth analysis of the
latest trends, covering – consumption, market value and pricing,
industry structure, distribution, marketing and target groups, segment
dynamics, legislative background and forecasts.
- Comprehensive tables and charts interrogate the West European energy
drinks market looking into – consumption trends to 2003, market
values, country rankings, distribution by volume and value, types of
packaging, ingredients, the top 20 leading brands, and forecasts of
consumption to 2008. New tables include an analysis of value per litre and
value per can (retail and away from home distribution) in 2003.
- 16 country profiles contain expert market interpretation, alongside
comprehensive tables and charts.
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