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Summary of our market study
By 2023, the French energy drinks market will be worth around €1 billion.
The global market is estimated at $90 billion. North America holds 30% of the market.
In France, the consumption rate of 1.3 liters per capita was considered average, but the market is developing rapidly.
The energy drinks segment still represents a modest 2.5% of the French soft drinks market. Energy drink prices remain high, with a liter costing almost three times as much as the average soft drink.
Key trends in the French energy drinks market
The French market is dominated by brands such as Red Bull and Monster. In particular, Red Bull has seen a huge 60% increase in three years, reaching nearly 9 billion euros in 2021. The brand is expected to sell between 10 and 15 billion cans in 2022 alone.
Hypermarkets and supermarkets are the main distributors, with 60% of total energy drink sales.
Dominant forces Red Bull and Monster
- Red Bull
- Monster
- Crazy Tiger
- Rockstar
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Summary and extracts
1 Market summary
1.1 Definition and introduction
Energy drinks are an important part of the "soft drinks" sub-category .according to the French Ministry of Health, energy drinks are "beverages containing high doses of caffeine-containing substances such as guarana, taurine, ginseng and others. These drinks are sold with the aim of stimulating physical and intellectual effort. [ Ministry of Health and Solidarity]
In this study, energy drinks are to be distinguished from drinks that are designed to meet the specific needs of athletes before, during and after exercise, and which are enriched with minerals and vitamins.the global market for energy drinks is growing rapidly, and is set to continue expanding over the coming years, with Asia-Pacific leading the way.
The domestic market is expected to grow faster than the global market: between 2016 and 2021, market size increased at an annual rate of 9.16%[Report Linker]. Nevertheless, the energy drink segment remains small compared to other similar beverages, and consumption in France remains modest. Like the global market, France is dominated by Red Bull and Monster. Although the market has moved towards greater segmentation in terms of companies and products, private labels are struggling to keep up with the industry giants, outstripped mainly by the massive marketing budgets used by Red Bull and Monster.
The marketing of energy drinks in France has been the subject of much public health debate, culminating in the introduction of a supervised sales system.
1.2 A growing global market
Energy drinks market size World, ****-****, in billions of dollars CAGR: +*.*% Source: grandviewresearch The energy drinks market was valued at $** billion in ****, and is expected to reach $*** billion by ****. This equates to a CAGR of *.*% between **** and ****. There are several reasons for this growth: firstly, energy drinks offer an immediate burst ...
1.3 Strong growth in the French market
Energy drinks market size World. ****-*****.in million dollars CAGR: +*.**% Source: ****
In France, in ****, *.* liters of energy drinks were consumed per capita. Compared with other countries, this is neither high nor low, but rather average consumption. Nevertheless, when measured in aggregate value terms, the market is small compared with the UK ...
1.4 A concentrated market in the hands of a small number of players
The energy drink market is highly concentrated, with the top three brands accounting for **.*% of total sales in France in ****. Red Bull is the market leader with over half of the energy drink market share, followed by Monster with **.*%. Private labels and other brands have lost market share to these giants. ...
2 Demand analysis
2.1 The soft drinks market
An overview of the soft drinks market Sales in the soft drinks market France, ****-****, in € billions Source : LSA Conso, LSA Conso, LSA Conso, LSA Conso, LSA Conso Over the past * years, sales of the BRSA (***) market have grown steadily, reaching *.** billion euros in ****. Overall, with the exception of **** and ****, sales ...
2.2 The place of energy drinks among BRSAs
Retail sales volume of non-alcoholic beverages by category France, ****, in millions of liters Source: ****
In ****, sales of enegetic beverages in France totaled ** million liters. This represents just *.*% of the total market considered in this chart, which is dominated by Coca-Cola. This confirms the growth potential of this market.
Overall, according to ...
2.3 Demand trends
Interest in energy drinks is non-cyclical
Google Trends index of "energy drink" searches France, ****-****, in Google Trends index Source: ****
The graph below represents the proportion of searches for a given keyword in a specific region and for a specific period, in relation to the time when the rate of use ...
2.4 The impact of Covid-19 on the industry
There is no indication that the energy drinks sector as a whole will be particularly affected by COVID-** over the long term. Beverages remain non-cyclical and demand is fairly stable.
Successive confinements have meant that people spend less time outdoors, and therefore consume fewer activity-related energy drinks. In addition, brand exposure ...
3 Market structure
3.1 Overview of market structure
Combining ingredients
Energy drinks are made up of various ingredients such as caffeine, taurine, sugar, guarana, B vitamins and herbs. The amount of each ingredient varies by brand, but generally energy drinks contain between ** and *** milligrams of caffeine, between *,*** and *,*** milligrams of taurine, between ** and ** grams of sugar and between ** and ...
3.2 Production
Production overview
Depending on the product and the company, the distribution network differs accordingly. We can distinguish three different profiles of players in the production (***) of energy drinks:
Specialists in industrial subcontracting , who generate most of their revenues by producing for third parties, such as Coca Cola European Partners France (***); Private ...
3.3 Distribution
Overview
Top five distribution channels for energy drinks France, ****, in Source: ****
Hypermarkets and supermarkets are the most common distribution channels for energy drinks in France, accounting for around **% of sales. E-commerce remains a very limited channel, with only *% of sales made online. This is partly due to the fact that energy ...
4 Offer analysis
4.1 Products
Product components
According to caffeinformer, the five most common ingredients in energy drinks (***) are vitamin B**, vitamin B*, caffeine, vitamin B* and taurine.
Formats range from ** cl cans (***) to * l bottles. In between these two styles, many brands innovate with hybrid formats. Energy drinks derive their stimulating effect mainly from the ...
4.2 Price analysis
You will find below an overview of the prices and descriptions of the following * brands: Red Bull, Monster, Rockstar, Crazy Tiger.
Red Bull
Red Bull, created in ****, is recognized as the best-known energy drink brand on the market, and the leader in terms of both value and volume. The drink is ...
4.3 Supply trends
The giants enter the game
Indirectly, Coca Cola has been present in the French energy drink market for some time through its **.*% minority stake in Monster Energy. However, in ****, Coca Cola entered the French energy drink market with the aim of reaping market share from Red Bull more aggressively, launching two ...
5 Rules and regulations
5.1 More flexible but still vigilant regulations
In general, energy drinks sold in France are subject to EU regulations, which lay down specific provisions for the labeling of energy drinks, implemented in Regulation (***) No. ****/**** on the provision of food information to consumers. Under this regulation, energy drinks must be labelled with the words " High caffeine content. Not recommended ...
5.2 Health issues remain a grey area
The French government has commissioned several reports on the health effects of energy drinks. A major report by the Institut de Veille Sanitaire (***) in ****, based on data collected from **** to ****, showed that over-consumption of energy drinks could present risks of caffeine intoxication. However, it did not lead to any changes in ...
5.3 World customs nomenclature and harmonized system
The Harmonized System is an international nomenclature for product classification. It enables participating countries to classify traded goods on a common basis for customs purposes. At international level, the Harmonized System (***) for the classification of goods is a six-digit code system. [***]
The HS comprises some *,*** item/product descriptions, which appear as ...
6 Positioning the players
6.1 Segmentation
- Red Bull
- Monster Energy
- Crazy Tiger
- PepsiCo
- Rockstar Energy Drink
- Coca-Cola Groupe
- Distrisun
- Truc de Fou
List of charts presented in this market study
- Energy drinks market size
- Red Bull worldwide sales
- Energy drinks market size
- Volume and retail sales of non-alcoholic beverages by category
- Number of energy drink consumers
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Latest news
Coca-Cola: solid health in Q4 thanks to higher prices | Coca-Cola reports solid Q4 results. - 14/02/2023
- 4th quarter sales: $10.1 billion
- Sales up 7% year-on-year
- Quarterly net profit: $2 billion
- Price/mix effect for the quarter: up 12
- Sales of soft drinks, water, energy drinks, tea and coffee: stable
- Sales of juices, dairy products and plant-based beverages down 7%
- Organic growth forecast for 2023: between 7% and 8%
Pepsico cuts its workforce in France - 09/12/2022
- Pepsico prepares to cut 100 jobs in France
- The company generates sales of 1.3 billion euros in France, with 600 employees
- Pepsi employs 300,000 people worldwide
Pepsi goes for Celsius, the new beverage star. - 04/08/2022
- Celsius is a Florida-based producer of fruit-flavored energy cans with no additives or preservatives
- 8.5% stake acquired
- Celsius valued at $7.8 billion
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the energy drinks market | France
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