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The global energy drinks market advanced 17% in 2006 to 3.431 billion litres, according to the latest report by global drinks consultancy Zenith International.

Thailand, home to the energy drinks concept, still leads on a per capita consumption basis, but the US now has the highest total volume sales, driven by its top five brands - Red Bull, Monster, Rockstar, Full Throttle and SoBe No Fear.

US consumers drank 990 million litres of energy drinks in 2006, 47% more than in 2005 and 200 million litres more than their Thai counterparts.

“If the level of activity and product development in the US continues, it could represent 45% of worldwide volume in five years,” commented Zenith Research director Gary Roethenbaugh. “We also expect to see double digit growth in East Europe and the Middle East, with Australasia, Latin America and West Europe making good gains too.”

Rising popularity of an expanding product portfolio in the US could see consumption per person increase from the current three litre average to eight litres by 2011.

But this would remain below Thailand on a fairly constant 11.5 litres per person. Other national markets in contention for a place in the top five highest consumers include Austria, Ireland, New Zealand, Slovenia and Kuwait.




“Although US growth has been dominated by male-oriented energy drinks, manufacturers there are successfully tapping in to a wider trend towards healthier products and consumers are enjoying a new wave of all natural energy drinks with multiple health benefits,” added Gary Roethenbaugh. "They are also extending their brands to appeal to a wider range of consumers.”


Zenith expects each region to generate growth over the coming years, with global volume exceeding 5.7 billion litres in 2011. Just under half of this nearly 15% annual average growth is likely to stem from North America.

As Zenith’s new report reveals, the world’s energy drinks markets are at very different stages of development.

Asia Pacific, for example, reveals a highly diverse picture that encompasses the mature markets of Thailand, Vietnam, Indonesia and Taiwan alongside the emerging markets of China and India.

- US consumers drank 990m litres of energy drinks during 2006, a 47 per cent increase over the previous year, making the country the largest global market for the product, says a report by Zenith International.

COCA-Cola Amatil is planning a pincer movement on the $2 billion carbonated soft drinks market with the unveiling today of a new energy drink and a controversial "slimming" tea slated for launch later this year.
Both products fall into what Coca-Cola's marketers are calling the "wellness" area of soft drinks with the first product, Mother, claiming to be a natural juice-based energy drink with, among other ingredients, a potent Amazonian berry, acai.

A carbonated green tea, Enviga - aimed at young women - is due to launch in July and will market itself with the claim that drinking it can help burn calories.

Coca-Cola will pump millions of dollars into the launch of both products in the hope that it can take advantage of the growth in both categories and reduce its reliance on high-sugar drinks.

The energy drink segment, which is dominated by Frucor's V and Red Bull, is worth $151 million and is growing by 47 per cent a year. Energy is the fastest-growing category in soft drinks and account for 22 per cent of total drink sales, but CCA has been lagging V and Red Bull in the chase for the youth demographic.

According to ACNielsen data, between them Red Bull and V account for 94 per cent of total energy sales in convenience stores.

Shaw Stockbroking analyst Scott Marshall said there was a "mysticism" to the image of V and Red Bull that CCA didn't have. "Coke is very good at mass marketing … but it needs to create an image that is acceptable to a younger crowd," he said.

Coke is spending at least $10 million marketing Mother to young men as an all-natural drink with attitude; the branding on the cans is gothic and reminiscent of a tattoo.

Mother will be available at all 7-11 convenience stores from today. Advertising begins on January 12.

It will be Coca-Cola's third attempt to crack the energy market with products such as Sprite Recharge, Lift Plus and Burn all having failed in the past.

But competitors will not give up without a fight: both Red Bull and V have reportedly increased their marketing budgets in anticipation of Mother's launch and V is launching a new berry-flavoured version this week.

The move comes almost a year to the day after the launch of Coca-Cola Zero, which is now the number three cola after Coke and Diet Coke, growing the overall category by nearly 3 per cent.

Market observers attribute the thirst for healthy beverages to concern about the use of artificial colourings, flavourings and preservatives.

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