Continuously changing energy drinks
The energy-drinks market has not stood still over the last years if we are to trust the data published by Mintel: Global Market Research & Market Insights. Between 2010 and 2015, the number of introductions of new variants of energy drinks have increased with no less than 29%. This equates to a worldwide sale of 8.8 billion litres of energy drink.
In Germany in particular, the launch of new energy drinks has written history. In 2015, the Germans were good for 9% of all introductions, surpassing the Americans with “only” 8% of all new introductions. This, while only a year ago, roles had been reversed with Germany accounting for 6% of the new energy drinks and the U.S. accounting for 10%.
Once again, the enormous rise can be chalked up to consumers’ changing mentality. Because energy drinks played into this, the launch of organic drinks in particular claimed a record. This category rose from consisting of 4% of the energy-drinks market in 2011 to 7% in 2015.
The majority of these innovations find their origin in Europe, where three out of five of the organic energy drinks were launched. Logically, this is due to the significant interest of Europe’s consumer market for natural energy drinks. Fifty percent of Europeans indicate the desire for more natural ingredients in energy drinks.
However, Europe is not the only place where there is an increasing demand for natural ingredients. One in four Americans indicate that they would consume energy drinks more assuredly if they contained natural, organic nutrients. The same applies to China, where 40% of consumers expressed similar feelings.
In other words, there is a gigantic gap in the market, which is driving the large-scale innovation in the world of energy drinks. In this fashion, the launches of innovative energy drinks cannot be considered bad.