LONDON – According to new research from Mintel, more new energy drink products were launched globally in 2015 than in any year since 2008, growing 29% between 2010 and 2015.
While energy drink launches around the world have grown, Mintel research found that when it comes to innovation, Germany had the highest share of new energy drink product launches in 2015, overtaking the United States for the first time. Some 9% of global energy drink launches occurred in Germany in 2015, as opposed to 8% in the United States. In comparison, Germany experienced just 6% of global new energy drink product launches in 2014, while 10% of global launches took place in the United States.
Energy drink volume sales are also growing. In 2015, the global market for energy drinks rose by an energetic 10% to reach an unstoppable 8.8 billion liters. Around the world, the top five energy drink markets in terms of volume sales are the U.S. (3.3 billion liters), China (1.4 billion liters), the U.K. (561 million liters), Thailand (465 million liters) and Vietnam (351 million liters). Additionally, volume sales in Germany reached 328 million liters, with Austria (79 million liters) and Switzerland (58 million liters).
Mintel research found that new energy drink products with an organic claim have reached a record high. Some 7% of energy drinks launched globally in 2015 carried an organic claim, up from 4% in 2011. And organic innovation shows few signs of slowing down: So far in 2016, as many as 6% of global launches have carried an organic claim, with Europe leading the way. Three in five (58%) organic energy drink products launched globally in 2016 have taken place in Europe, compared to two in five (39%) in North America and just 3% in Latin America.
The rise in organic launches comes as consumers show strong interest in more natural energy drinks. One in four (26%) U.S. consumers say they would be more comfortable drinking energy drinks or shots made with all-natural ingredients. Furthermore, more than half of consumers in Poland (61%), Spain (54%), Italy (54%) and Germany (53%) say they would like to see a wider variety of sports and energy drinks made with natural colorings and flavors.
In China, thirst for more natural energy drinks is evident in that two in five (40%) consumers say they’d be encouraged to buy a sports or energy drink product made from natural ingredients.
In terms of demographics, parents are emerging as a valuable audience for energy drinks. In the U.S., while on average 12% of consumers drink energy drinks, this rises to more than one quarter (26%) of those with children aged 5 and under, and 32% of those with 6 to 11 year olds. In Germany, one third (33%) of adults drank a branded energy drink in 2015, rising to more than two in five (44%) of those with people under the age of 21 in the household. Meanwhile, in the U.K., three in five (58%) parents with children aged 5 and under drink energy drinks, up from an average of 35%.