What’s Driving the Energy Drink Boom?
People are consuming energy drinks across more occasions than in the past.
May 19, 2026
One reason energy drinks are bigger than ever—people are consuming them across more occasions than in the past. “It’s more people, more places, more often,” said Eric Hanson, president and chief operating officer at Celsius Holdings.
The 22-year-old company, which owns Alani Nu and Rockstar in addition to its namesake Celsius, has seen massive growth over the last few years. Hanson attributed that growth to the company’s efforts to create products that fit the wider range of occasions and dayparts.
These are some of the trends he’s seeing:
Fitness companion: Energy drinks are increasingly a top choice for consumers on their way to the gym, Hanson said. “Celsius was one of the first brands to focus on fitness within the modern energy category,” Hanson said.
Energy over alcohol: “We’re seeing substitutions between alcohol occasions and energy,” said Hanson. A 2025 Gallup poll found that the percentage of U.S. adults who say they consume alcohol has fallen to 54%—a 90-year low.
Food pairings: “Meals have traditionally not been an energy drink occasion, but that’s changing,” said Hanson. Celsius reports that 37% of its consumers have an energy drink with meals.
“A lot of people’s first stop is a convenience store,” Hanson said. “We want to give them an opportunity to grab our drinks early on and work through their day-to-day routine.”
So, with more people drinking energy drinks more often, how can new brands stand out from the competition? A recent report by Innova Market Insights provided an overview of the global energy drink market and the top ways manufacturers are grabbing consumers’ attention.
Reduced Sugar: “About one-third of new energy drink launches carry a sugar-free claim,” as nearly three-quarters of consumers globally are limiting the amount of sugar in their diet.
Functional Ingredients: “Certain ‘hero’ ingredients have become particularly prominent in the past few years, and emerging sectors and functional ingredients are shaping category growth,” according to the report. One area of growth is in ingredients, such as adaptogens, that support brain health or immune health. Others include protein and hydration.
Familiarity: Product launch data tracked by Innova shows that energy drinks have a lower penetration than other types of soft drinks. This presents a challenge for beverage brands. “Markets may be able to break through with products that suit the changing lifestyles of consumers and meet the needs of consumers regardless of how they are spending their time,” the report stated.
Read more about the energy drink market in the May 2026 NACS Magazine feature “What's Trending in Energy Drinks?”
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