Just as new records have been set in the 2016 Olympic Games, new research from Mintel reveals standout results for global energy drink innovation. According to Mintel Global New Products Database (GNPD), more energy drinks were launched globally in 2015 than in any year since 2008, with the number of energy drink products launched growing 29% between 2010 and 2015.
While energy drink launches around the world have seen a new lease of life, Mintel research reveals that when it comes to innovation, Germany is king. Indeed, Germany recorded the highest share of new energy drink product launches in 2015, overtaking the US for the first time. Some 9% of global energy drink launches occurred in Germany in 2015, as opposed to 8% in the US. In comparison, Germany experienced just 6% of global new energy drink product launches in 2014, while 10% of global launches took place in the US.
It's not just energy drink innovation that is booming, as volume sales are also on a high. In 2015, the global market for energy drinks rose by an energetic 10% to reach an unstoppable 8.8 billion litres. Around the world, the top five energy drinks markets in terms of volume sales are the US (3.3 billion litres), China (1.4 billion litres), the UK (561 million litres), Thailand (465 million litres) and Vietnam (351 million litres). Additionally, volume sales in Germany reached 328 million litres, with Austria (79 million litres) and Switzerland (58 million litres) following much further behind.