In volume terms, the global energy drinks market remains a niche category, ranking sixth out of the eight soft drinks categories that Euromonitor International tracks in 2012, and accounting for only 2.7% of total soft drink consumption. Although this represents a 0.2 percentage points increase in volume share from 2007, the category has not kept pace with the growth of bottled water and RTD tea.
Bottled water, in particular, has helped limit some growth. However, sports and energy drinks have fared much better than carbonates which lost four percentage points share over the same time period. The global economic crisis, as well as the increased popularity of flavoured and functional water, account for much of the movement, especially in the Asian market, where sports and energy drinks have yet to find deep penetration.
The US is far and away the world's largest consumer of sports and energy drinks, accounting for 42% of the world's consumption. The majority of the leading non-US markets where sports drinks dominate have warm weather/humid climates, underscoring the connection between these beverages and hydration. The strong performance of energy drinks in the UK and Germany come largely from the popularity of the drinks in the on-trade and amongst young people.
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