2012 global energy drinks

zenithinternational

specialist consultants to the food and drink industries worldwide

STRATEGY & MANAGEMENT MERGERS & ACQUISITIONS COMMERCIAL & MARKET OPERATIONS & TECHNICAL WATER & GEOTHERMAL ENVIRONMENT & CARBON PACKAGING & DISTRIBUTION

Zenith Report

Global Energy Drinks

2012

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specialist consultants to the food and drink industries worldwide © Zenith International Ltd 2012

Contents Global Overview Page 9-35

Global market commentary 10

Executive summary 10

Overview 12

Global Consumption Tables/Charts: 15

Global consumption, volume, 2007-2011 15

Global consumption, value, 2007-2011 15

Consumption by region, volume 2007-2011 16

Consumption by region, value, 2007-2011 16

Consumption change by region, volume, 2007-2011 17

Consumption change by region, value, 2007-2011 17

Consumption share by region, volume, 2007-2011 18

Consumption share by region, value, 2007-2011 18

Consumption per person by region, 2007-2011 19

Expenditure per person by region, 2007-2011 19

Consumption per person change by region, 2007-2011 20

Expenditure per person change by region, 2007-2011 20

Segmentation: energy drinks vs energy shots, volume, 2007-2011 21

Segmentation: branded vs private label activity, 2011 22

Segmentation: distribution by channels, 2011 22

Segmentation: packaging type, 2011 23

Segmentation: regular vs diet, 2011 23

Global consumption, volume, 2012-2016 24

Global consumption, value, 2012-2016 24

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Contents Global Overview

Global Consumption Tables/Charts:

Consumption by region, volume, 2012-2016 25

Consumption by region, value, 2012-2016 25

Consumption change by region, volume, 2012-2016 26

Consumption change by region, value, 2012-2016 26

Consumption share by region, volume, 2012-2016 27

Consumption share by region, value, 2012-2016 27

Consumption per person by region, 2012-2016 28

Expenditure per person by region, 2012-2016 28

Consumption per person change by region, 2012-2016 29

Expenditure per person change by region, 2012-2016 29

Consumption ranking (top 20 countries), volume, 2012-2016 30

Consumption ranking (top 20 countries), value, 2012-2016 31

Consumption per person ranking (top 20 countries), 2007-2016 32

Expenditure per person ranking (top 20 countries), 2007-2016 33

Segmentation: energy drinks vs energy shots, volume, 2012-2016 34

Top 10 company profiles 35

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Contents Regional Overviews (8)

Regional market commentary

Regional Consumption Tables/Charts:

Consumption by country, volume, 2007-2011

Consumption by country, value, 2007-2011

Consumption change by country, volume, 2007-2011

Consumption change by country, value, 2007-2011

Consumption per person by country, volume, 2007-2011

Expenditure per person by country, value, 2007-2011

Consumption per person change by country, 2007-2011

Expenditure per person change by country, 2007-2011

Segmentation: energy drinks vs energy shots, volume, 2007-2011

Segmentation: branded vs private label activity, 2011

Segmentation: packaging type, 2011

Segmentation: regular vs diet, 2011

Segmentation: distribution by channels, 2011

Consumption by country, volume, 2012-2016

Consumption by country, value, 2012-2016

Consumption change by country, volume, 2012-2016

Consumption change by country, value, 2012-2016

Consumption per person by country, 2012-2016

Expenditure per person by country, 2012-2016

Consumption per person change by country, 2012-2016

Expenditure per person change by country, 2012-2016

Segmentation: energy drinks vs energy shots, volume, 2012-2016

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Contents Country Profiles (57)

Country market commentary:

Market size

Energy shots overview

Leading companies

Brands and private label

Channels

Packaging

Ingredients and flavours

New product development

Consumer demographics

Industry developments

Energy drink forecasts

Energy shot forecasts

Country Tables/Charts:

Energy drinks volume and value, 2007-2011

Energy shots volume and value, 2007-2011

Share of energy drinks vs energy shots, volume, 2007-2011

Top 3-5 companies, volume, 2007-2011

Top 3-5 companies, value, 2007-2011

Top companies share, volume, 2011

Segmentation: branded vs private label activity, 2011

Segmentation: packaging type, 2011

Segmentation: regular vs diet, 2011

Segmentation: distribution by channels, 2011



Share of energy drinks vs energy shots, volume, 2012-2016

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Contents Regional overviews and Country profiles include:

Africa

55-73 Algeria 74

Egypt 84

Morocco 94

South Africa 104

Tunisia 114

Asia Pacific

124-150 Cambodia 151

China 161

India 172

Indonesia 184

Japan 195

Singapore 206

Thailand 217

Vietnam 230

Australasia

240-258 Australia 259

New Zealand 271

East Europe

282-309 Bulgaria 310

Czech Republic 322

Estonia 333

Hungary 344

Latvia 355

Lithuania 365

Poland 375

Romania 390

Russia 402

Ukraine 416

Latin America

430-457 Argentina 458

Brazil 467

Chile 476

Colombia 485

Mexico 494

Paraguay 507

Peru 516

Uruguay 525

Venezuela 534

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Contents Regional overviews and Country profiles include:

Middle East

543-561 Iran 562

Israel 572

Kuwait 583

Saudi Arabia 593

Turkey 604

UAE 615

North America

625-644 Canada 645

USA 657

West Europe

670-698 Austria 699

Belgium 708

Denmark 719

Finland 733

France 747

Germany 761

Ireland 775

Italy 785

Netherlands 795

Norway 807

Portugal 821

Spain 831

Sweden 841

Switzerland 855

UK 865

.................................................

Appendix

Market definition 876

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Methodology Research note

In undertaking its research for this latest series of reports, Zenith has utilised its internal data library and global databases, alongside other third party sources. Throughout its ongoing research, Zenith also depends upon the goodwill and co-operation of operators active in the marketplace and, as such, achieves a high level of accuracy. Liability Whilst every effort has been made to ensure that the information presented in this document is accurate and that the opinions expressed are sound, Zenith International Ltd cannot be made liable for any errors or omissions or for any losses or consequential losses resulting from decisions based on its contents. Zenith International Ltd 7 Kingsmead Square Bath BA1 2AB United Kingdom t +44 (0) 1225 327900 f +44 (0) 1225 327901

www.zenithinternational.com

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Country energy drinks Market overview

Market size

Commentary

Energy shots

Commentary

Leading companies

Commentary

Brands and private label

Commentary

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Channels

Commentary

Packaging

Commentary

Ingredients and flavours

Commentary

New product development

Commentary

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Consumer demographics

Commentary

Industry developments

Commentary

Energy drink forecasts

Commentary

Energy shot forecasts

Commentary

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Country energy drinks Market volume and value 2007-11

2007 2008 2009 2010 2011e

Volume (mln litres) 0.310 0.460 0.530 0.907 0.974

% change +10.7 +48.4 +15.2 +71.1 +7.4

per capita consumption (litres) 0.0 0.0 0.0 0.0 0.0

Value (mln €) 1.5 2.9 3.1 6.6 7.2

% change +66.8 +95.0 +6.4 +115.2 +9.4

per capita expenditure (€) 0.0 0.1 0.1 0.2 0.2

Average value per litre (€) 4.8 6.3 5.8 7.3 7.4


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2007 2008 2009 2010 2011e

% share energy drinks vs shots

Energy shots

Energy drinks

2007 2008 2009 2010 2011e


% change - - - - +23.1


Value (mln €) 0.0 0.0 0.0 0.1 0.2

% change - - - - +26.3


Average value per litre (€) - - - 9.9 10.2


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Country energy drinks Leading companies 2007-11

mln litres 2007 2008 2009 2010 2011e % share 2011

Red Bull 0.2 0.3 0.3 0.4 0.4 36.7

Burn - 0.0 0.0 0.2 0.2 17.5

Brune - - - 0.1 0.1 12.2

Power Horse - - - 0.1 0.1 8.3

Bison - - - 0.0 0.0 4.0

Others 0.2 0.2 0.2 0.2 0.2 21.3

Total 0.3 0.5 0.5 0.9 1.0 100.0

Leading brands by volume, 2007-2011

€ mln 2007 2008 2009 2010 2011e % share 2011

Red Bull 1.2 2.0 2.1 3.0 3.1 42.3

Burn - 0.1 0.2 1.3 1.5 20.3

Brune - - - 0.7 0.7 9.7

Power Horse - - - 0.6 0.7 9.0

Bison - - - 0.3 0.3 4.3

Others 0.3 0.8 0.8 1.0 1.1 14.4

Total 1.5 2.9 3.1 6.7 7.4 100.0

Leading brands by value, 2007-2011

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Country energy drinks Brands and channels 2011

55 58 60 61 63

45 42 40 39 37

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2007 2008 2009 2010 2011e

% OOH vs modern retail

OOH

Modern retail

Branded90%

Private Label10%

% share branded vs private label, 2011

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Country energy drinks Regular/diet split and pack type 2011

Plastic1%

Can94%

Glass5%

% share of packaging type, 2011

93

15

7

85

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Energy drinks Energy shots

% share regular vs diet, 2011

Diet

Regular

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Country energy drinks Forecasts 2012-16

2012f 2013f 2014f 2015f 2016f


% change +1.2 +9.0 +8.4 +11.2 +10.3


Value (mln €) 7.3 8.0 8.6 9.6 10.6

% change +1.2 +9.0 +8.4 +11.2 +10.3


Average value per litre (€) 7.4 7.4 7.4 7.4 7.4


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2012f 2013f 2014f 2015f 2016f

% share energy drinks vs shots

Energy shots

Energy drinks

2012f 2013f 2014f 2015f 2016f


% change -31.6 -66.2 - - -


Value (mln €) 0.1 0.0 0.0 0.0 0.0

% change -31.6 -66.2 - - -


Average value per litre (€) +10.2 +10.2 - - -


zenithinternational

specialist consultants to the food and drink industries worldwide

STRATEGY & MANAGEMENT MERGERS & ACQUISITIONS COMMERCIAL & MARKET OPERATIONS & TECHNICAL WATER & GEOTHERMAL ENVIRONMENT & CARBON PACKAGING & DISTRIBUTION

For more detailed market data and analysis, please see the full list of our industry reports here or for a tailor made study specific to your requirements, please email [email protected], visit our website www.zenithinternational.com or telephone our head office on +44(0)1125 327 900. To subscribe to FREE daily industry news from Zenith International, please click here. Zenith also offers specific news services, including a bottled water newsletter, plus online data resources and continuous market monitoring. Zenith's associated company, Foodbev Media, also publishes several highly respected industry magazines. Our consulting activities are wide ranging. These include tailor made market studies, strategic advice, acquisitions and due diligence, business plans and cost modelling through to plant construction and operational efficiency, environmental audits and groundwater development. To discuss any of Zenith’s services, please telephone our head office on +44 (0)1225 327900 or visit www.zenithinternational.com.

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2012 global energy drinks

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