INDUSTRIES

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MARKETSEnergydrinksmarketworldwideCHAPTER

01OverviewRevenueoftheenergy&sportsdrinksindustryWorldwide2014-2027(inbillionU.S.dollars)Revenueoftheenergy&sportsdrinksindustryWorldwide2014-2027300250240.24232.51220.86208.61193.23200171.42164.35153.24145.82140.9215010050138.54131.17124.46125.260201420152016201720182019202020212022202320242025202620273Description:Theglobalrevenueinthe'Energy&SportsDrinks'segmentofthenon-alcoholicdrinksmarketwasforecasttocontinuouslyincreasebetween2023and2027byintotal47billionU.S.dollars(+24.32percent).Aftertheseventhconsecutiveincreasingyear,theindicatorisestimatedtoreach240.24billionU.S.dollarsandthereforeanewpeakin2027.ReadmoreNote(s):Worldwide;2014to2027Source(s):ConsumerMarketInsightsRevenueofenergyandsportsdrinksworldwidein2023,bysaleschannel(inbillionU.S.dollars)Energyandsportsdrinkrevenueworldwide2023,bysaleschannel250200191.415096.894.7100500Energyandsportdrinks,athomeEnergyandsportdrinks,outofhomeTotal4Description:Therevenueoftheathome(off-trade)energyandsportsdrinksmarketstoodatalmost97billionU.S.dollarsin2023.AccordingtotheConsumerMarketOutlook,thatyear,theglobalenergyandsportsdrinksmarketgeneratedatotalrevenueofroughly191billionU.S.dollars.ReadmoreNote(s):WorldwideSource(s):ConsumerMarketInsightsRevenuegrowthoftheenergy&sportsdrinksindustryWorldwide2015-2027Energyandsportsdrinkrevenuegrowthworldwide2015-202720%15%10%5%0%-5%-10%20152016201720182019202020212022202320242025202620275Description:Theglobalrevenuechangeinthe'Energy&SportsDrinks'segmentofthenon-alcoholicdrinksmarketwasforecasttocontinuouslydecreasebetween2024and2027byintotal4.6percentagepoints.Accordingtothisforecastin2027,theindicatorwillhavedecreasedforthefourthconsecutiveyearto3.32percent.ReadmoreNote(s):Worldwide;2015to2027Source(s):ConsumerMarketInsightsRevenueperuserofenergy&sportsdrinksWorldwide2018-2028(inU.S.dollars)Revenueperuserofenergy&sportsdrinksWorldwide2018-2028353032.0430.5629.1527.7726.3924.912523.2221.7220.6119.8118.7820151050201820192020202120222023202420252026202720286Description:Theglobalindicator'AverageRevenueperCapita,Combined'inthe'Energy&SportsDrinks'segmentofthenon-alcoholicdrinksmarketwasforecasttocontinuouslyincreasebetween2024and2028byintotal5.7U.S.dollars(+21.6percent).Aftertheeighthconsecutiveincreasingyear,theindicatorisestimatedtoreach32.04U.S.dollarsandthereforeanewpeakin2028.ReadmoreNote(s):Worldwide;2018to2028Source(s):ConsumerMarketInsightsAverageenergy&sportsdrinkspriceWorldwide2018-2028(inU.S.dollars)Averageenergy&sportsdrinkspriceWorldwide2018-202898.247.987.738765432107.497.236.956.596.186.045.915.71201820192020202120222023202420252026202720287Description:Theglobalindicator'Price,Combined'inthe'Energy&SportsDrinks'segmentofthenon-alcoholicdrinksmarketwasforecasttocontinuouslyincreasebetween2024and2028byintotaloneU.S.dollars(+13.83percent).Aftertheeighthconsecutiveincreasingyear,theindicatorisestimatedtoreach8.24U.S.dollarsandthereforeanewpeakin2028.ReadmoreNote(s):Worldwide;2018to2028Source(s):ConsumerMarketInsightsRevenueofenergyandsportsdrinksworldwidein2022,bycountry(inmillionU.S.dollars)Energyandsportsdrinkrevenueworldwide2022,bycountryRevenueinmillionU.S.dollars40,000

50,000

60,000010,00020,00030,00070,00080,00090,000100,000110,000UnitedStatesChina96,7609,057Japan5,895IndiaIndonesiaSpain5,2724,9244,6994,6893,9793,2162,8782,7091,9281,7341,7021,172GermanyUnitedKingdomVietnamNigeriaAustraliaNetherlandsSouthKoreaCanadaFrance8/statistics/1345679/sales-value-energy-drinks-worldwide-by-countryIn2022,theU.S.energyandsportsdrinksmarketgeneratedthehighestrevenuepercountrywitharound96.8billionU.S.dollars.Rankedsecondwithaconsiderablylowerrevenueofalmost9.1billionU.S.dollarswasChina,followedbyJapanandIndia.ReadmoreNote(s):Worldwide;Top15Source(s):ConsumerMarketInsightsCHAPTER

02SalesPer-capitavolumesalesintheenergydrinksmarketworldwide,bycountryin2023(inliters)Percapitaenergydrinksmarketvolumeworldwide2023,bycountryAveragepercapitavolumeinliters15051020253035UnitedStatesUnitedKingdomJapan29.1913.210.87Spain9.44GermanyIndonesiaFrance8.325.392.442.41MexicoChina1.76Russia0.2910Description:TheUnitedStatesisleadingtherankingbyindicator'VolumeperCapita,Combined'inthe'Energy&SportsDrinks'segmentofthenon-alcoholicdrinksmarket,recording29.19litres.FollowingcloselybehindistheUnitedKingdomwith13.2litres,whileRussiaistrailingtherankingwith0.29litres,resultinginadifferenceof28.9litrestotherankingleader,theUnitedStates.ReadmoreNote(s):Worldwide;Jan1sttoDec31st2023Source(s):ConsumerMarketInsightsEnergydrinksalesintheUnitedStatesfrom2017to2023(inbillionU.S.dollars)U.S.energydrinksales2017-20232018161418.5116.1213.9712.8111.751210811.0510.96420201720182019202020212022202311Description:EnergydrinksintheUnitedStateshaveincreasedinpopularityinrecentyears.In2017,energydrinksalesintheUnitedStatesamountedto11billionU.S.dollarsandreachedaround18.5billionU.S.dollarsby2023.

ReadmoreNote(s):UnitedStates;2017to2023Source(s):BeverageIndustryMagazine;IRISalesvolumegrowthofenergydrinksintheUnitedStatesfrom2005to2022SalesvolumegrowthofenergydrinksintheU.S.2005-202290%79.2%80%70%60%50%40%30%20%10%0%49.1%27.7%200717.2%201116.3%202114.9%201210.73%201510.5%201910.5%20228.3%20087.9%20185.6%20105.9%20204.9%20145.13%20163%2.08%20170.2%200920052006201312Description:ThistimelineshowsthevolumegrowthofenergydrinksintheUnitedStatesfrom2005to2022.Accordingtothereport,thesalesvolumeofenergydrinksgrewby10.5percentforthe52weeksendedonJanuaryfirst,2023.

ReadmoreNote(s):UnitedStates;2005to2022Source(s):BeverageWorld;Canadean;IRIRetailsalesrevenueoftheleadingenergydrinkbrandsinconveniencestoresintheUnitedKingdom(UK)in2023(inmillionGBP)LeadingenergydrinkbrandsinconveniencestoresintheUK2023,bysalesrevenueSalesinmillionGBP050100150200250300350349.2400RedBullMonster289.1LucozadeEuroShopperRelentlessBoost20848.731.730.4Prime15.515.2RockstarRubicon9.89.7Powerade13Description:Asof2023,theleadingenergydrinkbrandintheUnitedKingdombyretailsalesrevenuewasRedBull.Thatyear,RedBullgeneratedapproximately349millionBritishpoundsworthofsalesintheirenergydrinkproducts.TheleadingcompetitorwasMonster,whichgeneratedapproximately289millionBritishpoundsthatyear.ReadmoreNote(s):UnitedKingdom;12monthsendedinMarch,2023Source(s):IndependentRetailNews;NielsenRevenueofenergyandsportsdrinksinJapanfrom2014to2027(inbillionU.S.dollars)EnergyandsportsdrinkrevenueinJapan2014-202786.966.866.7976.626.416.296.145.95.925.895.855.8565432105.635.542014201520162017201820192020202120222023202420252026202714Description:Therevenueinthe'Energy&SportsDrinks'segmentofthenon-alcoholicdrinksmarketinJapanwasforecasttoincreasebetween2023and2027byintotal0.5billionU.S.dollars(+7.8percent).Thisoverallincreasedoesnothappencontinuously,notablynotin2027.Theindicatorisestimatedtoamountto6.86billionU.S.dollarsin2027.ReadmoreNote(s):Japan;2014to2027Source(s):ConsumerMarketInsightsCHAPTER

03CompanyfiguresRevenueofRedBullworldwidefrom2011to2023(inbillioneuros)GlobalrevenueofRedBull2011-20231210.559.681087.827.166.286.036.075.965.545.115.044.934.25420201120122013201420152016201720182019202020212022202316Description:ThisstatisticpresentstherevenueofRedBullworldwidefrom2011to2023.In2023,thecompany'sglobalrevenueamountedtoabout10.55billioneurosworldwide.RedBullwastheleadingenergydrinkbrandintheUnitedStates.

ReadmoreNote(s):Worldwide;2011to2023Source(s):RedBullNumberofRedBullcanssoldworldwidefrom2011to2023(inbillions)RedBull'snumberofcanssoldworldwide2011-20231412.111.6121089.87.96.065.965.6165.395.234.084202011*20122013201420152016202020212022202317Description:ThepopularenergydrinkRedBullsold12.1billioncansin2023worldwide,upfromjustoverfourbillioncansin2011.ReadmoreNote(s):Worldwide;2011to2023;*2011figuresarebasedonowncalculations,basedonaprovidedgrowthrate.Somefigureshavebeentakenfrompreviouscompanyfigures.Thesourcedoesnotprovidethepublicationdate.Thedategivenis[...]

ReadmoreSource(s):RedBullMonsterBeverage'snetsalesworldwidefrom2008to2022(inbillionU.S.dollars)*GlobalnetsalesofMonsterBeverage2008-2022765436.35.54.64.23.813.373.052.722.462.252.062101.71.31.141.0320082009201020112012201320142015201620172018201920202021202218Description:In2022,MonsterBeverage`sglobalnetsalesamountedtonearly6.3billionU.S.dollars.Thebeveragecompany`snetsalesincreasedwitheachconsecutiveyearsince2008,whenthenumbersstoodatanestimatedonebillionU.S.dollars.

ReadmoreNote(s):Worldwide;2008to2022;*Includes$43.4million,$40.3million,$62.8million,$15.0millionand$14.8millionfortheyearsendedDecember31,2017,2016,2015,2014and2013,respectively,relatedtotherecognitionofdeferredrevenue.[...]

ReadmoreSource(s):MonsterBeverageMonsterBeverage'ssalesshareworldwidefrom2010to2022,bydistributionchannelGlobalsalesshareofMonsterBeveragebydistributionchannel2010-2022U.S.fullservicedistributorsRetailgrocery,specialtychainsandwholesalersInternational?full?service?bottlers/distributorsOtherClubstores,drugchains&massmerchandisers100%90%80%70%60%50%40%30%20%10%0%201020112012201320142015201620172018201920202021202219Description:ThisstatistichighlightsthesalesshareofMonsterBeverageworldwidefrom2010to2022,bydistributionchannel.In2022,U.S.fullservicedistributorsaccountedforapproximately48percentofthecompanysales.MonsterBeverageisaU.S.beveragecompany,headquarteredinCorona,California.Thecorporationisresponsibleforthemanufacture,marketingandsalesofenergydrinkbrandssuchasMonsterEnergy,NOS,FullThrottle,andRelentless.

ReadmoreNote(s):Worldwide;2010to2022Source(s):MonsterBeverageSalesofRockstarenergydrinksintheUnitedStatesfrom2015to2023(inmillionU.S.dollars)U.S.salesofRockstarenergydrinks2015-2023250226.54224.38222.2202.7620015010050190.68171.24169.01163.02162.42020152016201720182019202020212022202320/statistics/558091/us-sales-of-rockstar-energy-drinksRockstarenergydrinksaleshavebeenonthedeclineinrecentyears.IntheUnitedStates,dollarsalesoftheenergydrinkRockstaramountedto162millionU.S.dollarsin2023.Bycomparison,in2017,itpeakedamountingto224millionU.S.dollars.

ReadmoreNote(s):UnitedStates;2015to2023;13weeksendingDecember12,2023Source(s):MonsterBeverage;NielsenCasesalesofRockstarenergydrinksintheUnitedStatesfrom2015to2022(inmillions)U.S.casesalesofRockstarenergydrinks2015-20228069.368.670605040302010065.965.159.853.247.946.92015201620172018201920202021202221Description:ThisstatisticshowsthecasesalesofRockstarenergydrinksintheUnitedStatesfrom2015to2022.Accordingtothereport,U.S.salesofRockstarenergydrinksamountedtoapproximately46.9million192ouncecasesin2022.

ReadmoreNote(s):UnitedStates;2015to2022Source(s):BeverageDigestCHAPTER

04BrandawarenessRedBullbrandawareness,usage,popularity,loyalty,andbuzzamongenergydrinkconsumersintheUnitedStatesin2023RedBullbrandprofileintheUnitedStates2023100%91%90%80%70%60%50%40%30%20%10%0%45%43%43%42%RedBullawarenessRedBullpopularityRedBullusageRedBullloyaltyRedBullbuzz23Description:HowhighisthebrandawarenessofRedBullintheUnitedStates?ReadmoreNote(s):UnitedStates;August2023;925respondents;18-64years;respondentswhodrinkenergydrinksSource(s):

ConsumerInsightsMonsterbrandawareness,usage,popularity,loyalty,andbuzzamongenergydrinkconsumersintheUnitedStatesin2023MonsterbrandprofileintheUnitedStates2023100%88%90%80%70%60%50%40%30%20%10%0%44%40%34%34%MonsterawarenessMonsterpopularityMonsterusageMonsterloyaltyMonsterbuzz24Description:HowhighisthebrandawarenessofMonsterintheUnitedStates?Whenitcomestoenergydrinkconsumers,brandawarenessofMonsterisat88percentintheUnitedStates.Thesurveywasconductedusingtheconceptofaidedbrandrecognition,showingrespondentsboththebrand'slogoandthewrittenbrandname.HowpopularisMonsterintheUnitedStates?Intotal,44percentofU.S.energydrinkconsumerssaytheylikeMonster.However,inactuality,amongthe88percentofU.S.[...]

ReadmoreNote(s):UnitedStates;July2023;925respondents;18-64years;respondentswhodrinkenergydrinksSource(s):ConsumerInsightsRockstarEnergyDrinkbrandawareness,usage,popularity,loyalty,andbuzzamongenergydrinkconsumersintheUnitedStatesin2023RockstarEnergyDrinkbrandprofileintheUnitedStates202380%80%70%60%50%40%30%20%10%0%21%19%16%13%RockstarEnergyDrinkawarenessRockstarEnergyDrinkpopularityRockstarEnergyDrinkconsumptionRockstarEnergyDrinkloyalty

RockstarEnergyDrinkbuzz25Description:HowhighisthebrandawarenessofRockstarEnergyDrinkintheUnitedStates?ReadmoreNote(s):UnitedStates;JulytoAugust2023;925respondents;18-64years;respondentswhodrinkenergydrinksSource(s):ConsumerInsightsRedBullbrandawareness,usage,popularity,loyalty,andbuzzamongenergydrinkconsumersintheUKin2023RedBullbrandprofileintheUK2023100%90%80%70%60%50%40%30%20%10%0%95%54%53%48%45%RedBullawarenessRedBullpopularityRedBullusageRedBullloyaltyRedBullbuzz26Description:HowhighisthebrandawarenessofRedBullintheUK?Whenitcomestoenergydrinkconsumers,brandawarenessofRedBullisat95percentintheUK.Thesurveywasconductedusingtheconceptofaidedbrandrecognition,showingrespondentsboththebrand'slogoandthewrittenbrandname.HowpopularisRedBullintheUK?Intotal,54percentofUKenergydrinkconsumerssaytheylikeRedBull.However,inactuality,amongthe95percentofUKrespondentswhoknowRedBull,57[...]

ReadmoreNote(s):UnitedKingdom;

Julyto

August2023;853respondents;18-64years;respondentswhodrinkenergydrinksSource(s):ConsumerInsightsMonsterbrandawareness,usage,popularity,loyalty,andbuzzamongenergydrinkconsumersintheUKin2023MonsterbrandprofileintheUK2023100%92%90%80%70%60%50%40%30%20%10%0%47%44%37%29%MonsterawarenessMonsterpopularityMonsterusageMonsterloyaltyMonsterbuzz27Description:HowhighisthebrandawarenessofMonsterintheUK?ReadmoreNote(s):UnitedKingdom;13July2023to21August2023;853respondents;18-64years;respondentswhodrinkenergydrinksSource(s):

ConsumerInsightsRockstarEnergyDrinkbrandawareness,usage,popularity,loyalty,andbuzzamongenergydrinkconsumersintheUKin2023RockstarEnergyDrinkbrandprofileintheUK202380%74%70%60%50%40%30%20%10%0%22%21%16%9%RockstarEnergyDrinkawarenessRockstarEnergyDrinkpopularityRockstarEnergyDrinkconsumptionRockstarEnergyDrinkloyalty

RockstarEnergyDrinkbuzz28Description:HowhighisthebrandawarenessofRockstarEnergyDrinkintheUK?ReadmoreNote(s):UnitedKingdom;JulytoAugust2023;853respondents;18-64years;respondentswhodrinkenergydrinksSource(s):ConsumerInsightsRedBullbrandawareness,usage,popularity,loyalty,andbuzzamongenergydrinkconsumersinGermanyin2023RedBullbrandprofileinGermany2023100%90%80%70%60%50%40%30%20%10%0%95%74%74%68%59%RedBullawarenessRedBullpopularityRedBullusageRedBullloyaltyRedBullbuzz29Description:HowhighisthebrandawarenessofRedBullinGermany?ReadmoreNote(s):Germany;August2023;816respondents;18-64years;respondentswhodrinkenergydrinksSource(s):

ConsumerInsightsMonsterbrandawareness,usage,popularity,loyalty,andbuzzamongenergydrinkconsumersinGermanyin2023MonsterbrandprofileinGermany2023100%91%90%80%70%60%47%50%40%30%20%10%0%46%35%26%MonsterawarenessMonsterpopularityMonsterusageMonsterloyaltyMonsterbuzz30Description:HowhighisthebrandawarenessofMonsterinGermany?ReadmoreNote(s):Germany;July13toAugust18,2023;812respondents;18-64years;respondentswhodrinkenergydrinksSource(s):

ConsumerInsightsRockstarEnergyDrinkbrandawareness,usage,popularity,loyalty,andbuzzamongenergydrinkconsumersinGermanyin2022RockstarEnergyDrinkbrandprofileinGermany2022100%90%80%70%60%50%40%30%20%10%0%86%36%34%27%16%RockstarEnergyDrinkawarenessRockstarEnergyDrinkpopularityRockstarEnergyDrinkusage

RockstarEnergyDrinkloyalty

RockstarEnergyDrinkbuzz31Description:HowhighisthebrandawarenessofRockstarEnergyDrinkinGermany?ReadmoreNote(s):Germany;12May2022to22August2022;812respondents;18-64years;respondentswhodrinkenergydrinksSource(s):ConsumerInsightsCHAPTER

05ConsumptionVolumeofenergy&sportsdrinksWorldwide2015-2027(inmillionliters)Volumeofenergy&sportsdrinksWorldwide2015-202735,00030,00025,00020,00015,00010,0005,0000201520162017201820192020202120222023202420252026202733Description:Theglobalvolumeinthe'Energy&SportsDrinks'segmentofthenon-alcoholicdrinksmarketwasforecasttocontinuouslyincreasebetween2023and2027byintotal2.9billionlitres(+10.68percent).Afterthefifthconsecutiveincreasingyear,theindicatorisestimatedtoreach30.5billionlitresandthereforeanewpeakin2027.ReadmoreNote(s):Worldwide;2015to2027Source(s):ConsumerMarketInsightsPer-capitaconsumptionofenergy&sportsdrinksintheU.S.2018-2028(inliters)Per-capitaconsumptionofenergy&sportsdrinksintheU.S.2018-20283530.930.5630.2229.8829.5329.1928.8728.833025201510527.326.9326.6202018201920202021202220232024202520262027202834Description:Theindicator'VolumeperCapita,Combined'inthe'Energy&SportsDrinks'segmentofthenon-alcoholicdrinksmarketintheUnitedStateswasforecasttocontinuouslyincreasebetween2024and2028byintotal1.4litres(+4.74percent).Afterthesixthconsecutiveincreasingyear,theindicatorisestimatedtoreach30.9litresandthereforeanewpeakin2028.ReadmoreNote(s):UnitedStates;2018to