Canadian Packaging

Global energy drinks a $37-billion market

By Canadian Packaging Staff   

General 5-Hour Energy Burn energy drinks Lipovitan Monster Power Horse Red Bull V

Energy drinks have pep as global consumption rises again.

Global energy drink consumption surged by 14 per cent in 2011 to 4.8-billion liters, adding over 1.5 billion liters since 2007, according to the latest report from leading food and drink consultancy Zenith International, a Bath, U.K.-based whose definition of energy drinks excludes glucose-based products and sports drinks.

Average growth over the past five years has been 10 per cent a year. Value has risen even more sharply, by an average 13 per cent a year, to $37-billion in 2011, with energy shots rocketing from $2-billion in 2007 to over $4.7-billion last year.

“Energy drinks remain the most dynamic segment in the soft drinks market, with strong growth in most countries. This is testament to its combination of both fun and functionality,” says Zenith market intelligence director Esther Renfrew.

The top ten consuming countries among the 57 covered by the Zenith report were the U.S., Vietnam, China, United Kingdom, Thailand, Mexico, Australia, Germany, Poland and Saudi Arabia. Australia, New Zealand, Austria, Saudi Arabia and Israel, with the highest consumption per person.

North America is still the leading region, with 36 per cent of global volume in 2011, followed by Asia-Pacific with 22 per cent and West Europe with 17 per cent. Latin America has made significant gains over the past few years, rising to a seven per cent share while Australasia has seen its volume share nearly double to four-per cent.

Among other findings in the Zenith 2011 Global Energy Drinks report:

  • The world leading brands are Red Bull, Monster and Burn in energy drinks and 5-Hour Energy in energy shots;
  • Key regional brands include Power Horse in the Middle East, Lipovitan in Asia-Pacific and V in Australasia;
  • Supermarket and other private labels accounted for five per cent of global volume in 2011;
  • As much as 56 per cent of purchases were made in bars and other away from home outlets compared to 44 per cent in supermarkets and convenience stores;
  • Diet energy drinks hold a 15 per cent volume share;
  • 79 per cent of 2011 volume was sold in cans.

By 2016, Zenith estimates that the global market will have jumped by a further 35 per cent to 6.5-billion liters.

The 2012 Zenith Report on Global Energy Drinks contains over 800 pages of tables, charts, market developments and analysis on energy drink and energy shot consumption in 57 countries. Contact Zenith International on tel +44 (0)1225 327900 or via e-mail at or visit


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