Next Generation Energy Food and Drinks


The focus of this report will be to explore through 2 primary segments:Introduction to energy market: Provides an overview of the historical development of energy foods and drinks and the commercial origins dating back to 1938; Who is the energy consumer: This chapter reviews the key financial indices of the energy market in the EU, US and Asia. Current market size, growth and forecasts. rbcn0012

Features and benefits

  • A comprehensive review of the issues impacting the energy category in one report from brand analysis, consumer insights to market data and regulation.
  • Insights into the current marketing and formulation strategies of the leading energy products and brands setting the pace for marketing the benefits.
  • An in-depth review of the energy drink consumer with specific insights into age, gender and neurophysiological aspects.
  • A breakdown of the growth of the energy food and beverage in the USA, EU and Japan and the predicted within specific EU countries.
  • Review of legislation and litigations currently impacting the marketing of energy based foods and beverages within the EU and USA.


To date there are 13 caffeine specific submissions to the health claims process and a selection of product claims but only one which is specific to the energy market. However, no claims on caffeine (the staple ingredient in energy products) have been issued as an opinion by EFSA which could be ultimately added to the community list.

The global market for energy food and drinks is estimated at $30.4bn in 2010 with a compound annual growth rate (CAGR) of 6.8% in the 2009-2010, period. By 2014 the market is expected to reach $38.7bn and although growth has slowed it has remain strong at 5.56%.

This EU’s acceptance of functional products has resulted in a total energy food and beverage market for the EU is $7bn and set to rise to $8.5bn by 2014 (5.5% CAGR 2006-2014). The EU energy drink market is worth an estimated $6bn in 2010 with growth expected to achieve an average of 5% (CAGR 06-14).

Your key questions answered

  • Where did the energy market emerge from was it Asia? And how did it evolve to meet the needs of today's consumers?
  • What is consumer, lifestyle and demographic data telling us about what the consumer needs from and energy products and what ingredients are accepted?
  • What are the regulatory threats and opportunities facing the energy drink market over the next 5 years?
  • What lessons are to be learned from the 10 of the most innovative products gracing the energy category?
  • Which European country has the fastest growing Energy market and set to dominate until 2014?


Published by
Business Insights
Published on
14 Oct 2010
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