Global energy drink advance held back by Thailand decline

Global energy drink volumes increased by 2 percent in 2008 to 3.9 billion litres, almost double the 2.0 billion litres sold in 2003, according to the latest report from leading food and drink consultancy Zenith International. Average growth over the past five years has been 14 percent a year.

“Energy drinks remain a dynamic segment in the soft drinks market, with double figure rises in most regions. This is testament to the energy drink concept’ s staying power,” commented Zenith Market Intelligence Director Gary Roethenbaugh.

North America is the leading region, with 37 percent of global volume in 2008, followed by Asia Pacific with 30 percent and West Europe with 15 percent. East Europe has made significant volume gains over the last few years and now accounts for a growing 6 percent share. Asia Pacific was the only region to experience a decline in 2008, with consumption falling by 18 percent. Sales dropped by 41 percent in Thailand, mainly because of the economic crisis, as many of energy drinks’ biggest consumer group – truck drivers – were made redundant.

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.

Among other findings in the 2009 Global Energy Drinks report:

- North America and Australasia have the highest regional consumption at 4.2 litres per person.

- East Europe was the fastest growing region in 2008, with sales up 47 percent. Australasia also made strong gains, increasing volumes by 33 percent.

- The United States is the largest consumer of energy drinks, followed by Thailand. Indonesia is the third largest market, then China and the United Kingdom in fifth place.

By 2013, Zenith estimates that the global market will reach 5.8 billion litres, equivalent to 1.1 litres per person.