Abstract
Zenith' s Global Energy Drinks 2007 report is meticulously researched and is
divided into nine main sections. A global market overview provides a full
region by region analysis. Thereafter eight regional sections address energy
drinks trends and consumption patterns in: North America, West Europe, East
Europe, Latin America, Asia Pacific, Australasia, Africa, Middle East. The
report tracks 65 countries plus others, across 11 years (6 years historic; 5
year forecast).
Global Energy Drinks 2007 provides full analysis of the world' s leading energy
drinks markets, with clear insight and market commentary on the main
developments and trends. Comprehensive forecasts plot the energy drinks
outlook by country to 2011. Also included is a chronology of developments by
region throughout 2007 and 2006, ensuring coverage of the latest energy drink
developments.
The global energy drinks market once again saw double-digit growth in 2006, up
17%. Growth was driven by new energising concepts (such as usage of natural
ingredients), strong marketing and product positioning, and a push into
emerging countries.
The concept of caffeine based ' body and mind stimulating' energy drinks
originates from Japan and Thailand. Asia Pacific thus remains the leading
region, with a 48% share of global volume in 2006. However, its share has now
fallen below the 50% mark for the first time in the industry' s history. North
America has made particularly impressive volume gains over the last five years
(53% CAGR compared with Asia Pacific' s 7%) and now accounts for a growing 29%
share of global volume. West Europe represents the third largest regional
market, accounting for a 13% share of global volume.
Although energy drinks remain niche within the broader soft drinks category,
it is one of the most dynamic soft drink segments and its sustained growth
rates are testament to the energy drink concept' s staying power. Red Bull is
the undisputed global market leader, yet a broadening of the category and
proliferation of brands means that gradually its share is being eroded.
Red Bull does therefore remain the archetypal and iconic energy drink. Other
energy drinks companies are formulating products using an array of energy
boosting ingredients such as green tea, yerba maté, and ginkgo biloba,
and revitalising ingredients such as vitamin C, schizandra,
açaí, ginger and cranberry extracts. Energising beverage
formulations that feature many of these ingredients are also encroaching on
other drinks segments, such as smoothies, mainstream carbonated soft drinks
and iced teas.
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.
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