While Red Bull accounted for a leading off-trade value share of 42% in the Germany energy drinks market during 2012, the rest of the category remained fairly fragmented. Coca-Cola and MBG International Premium Brands were the only other players to account for an off-trade value share of more than 5%. In terms of off-trade volume sales, private label accounted for a 33% share in energy drinks in 2012, and Red Bull 31%. Red Bull, which is popular and well-known in Germany, was helped by the strong advertising support it received over the review period.
In 2012, energy drinks posted growth of 14% in total volume terms, this performance being in line with the review period average. In off-trade current value terms, the category posted a 14% gain to reach sales worth €816 million. Sports drinks, meanwhile, continued to see the slight declines witnessed over the review period. In current value terms, sports drinks recorded a 2% decline in the off-trade, with sales falling to €283 million.
Energy drinks is expected to continue to achieve healthy growth over the forecast period, posting an off-trade volume CAGR of 8%. Compared to the review period CAGR of 17%, this will represent a considerable slowdown, but when measured in absolute terms it can be seen that the category will not lose its momentum. Increasing maturity could, however, slow the growth of energy drinks in the second half of the forecast period. Further growth potential lies in targeting a wider audience, and it is thus likely that more natural products will be introduced over the forecast period.
For more information on the Germany energy drinks market, please click here: Germany energy drinks market
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