Market Trends of Europe Health Drinks Industry
Growing Popularity of Energy Drinks Driving the Market
The convenience of energy drinks being portable makes them a suitable choice for individuals with busy lifestyles who are always on the move. As people work longer hours, they often rely on energy drinks to combat fatigue and stay alert during demanding schedules. This lifestyle trend has led to an increased demand for energy drinks among Europeans, which in turn supports the sales of energy drinks in European countries. Additionally, the rise in sports participation and the growing emphasis on health and fitness have contributed to the market growth of sports drinks in Europe. For instance, according to the Ministry of Culture and Sport's Survey of Sporting Habits, in 2022, 57.3% of the Spanish population aged 15 years and older engaged in sports activities. This aligns with the need for quick energy replenishment during physical activities, increasing the popularity of energy drink brands.
To cater to consumer preferences, manufacturers like Red Bull and Monster Beverages offer their energy drinks in various flavors and packaging options, such as PET bottles and cans. These companies also introduce new flavors, including Classic Cola, Tropical, and Exotic, along with berry and citrus varieties, to further enhance sales. For instance, in July 2023, German social media star MontanaBlack launched a new calorie-free energy drink called GÖNRGY in collaboration with REWE and Kaufland. The drink was made available in three flavors: Raspberry Cheesecake, Blueberry Coconut, and Tropical Exotic. This trend of on-the-go consumption, coupled with innovative packaging and flavor options, contributes to the growth of energy drinks in the region.
The United Kingdom Holds a Dominant Market Share in Health Drinks
Wellness and health trends have encouraged an increasing number of consumers to opt for healthy beverages like fruit and vegetable juices and fortified bottled water. Changes in dietary habits and lifestyles among UK consumers, mainly youngsters, along with a growing inclination toward healthy drinks, are driving the increased consumption of fruit and vegetable juices and other healthy beverages. British consumers are switching to healthy drinks that are free from added sugar because of health concerns like diabetes. Thus, market players have been involved in offering organic, sugar-free, and preservative-free health drinks. For instance, in August 2022, plant-based drinks brand Plenish launched a fruit and vegetable juice called “Rise.” The company claimed that the juice was packed with 100% organic fruit and vegetables and was free from any sweeteners, preservatives, or stabilizers.
With rising disposable incomes, British consumers are spending more on functional wellness drinks and are looking for ways to decrease mental fatigue and increase energy levels, thus driving the demand for health drinks. For instance, according to the British Soft Drink Association, the consumption of sports and energy drinks increased from 906 million liters in 2021 to 978 million liters in 2022. Major industry players are introducing innovative health beverages in various flavors, including herbal flavors, to cater to consumers with varying taste palettes. As a result, the demand for functional beverages in the United Kingdom is growing as people are becoming more concerned about their health.
