September 9, 2025 – An examination of trends behind the energy drinks marketplace globally incorporates several different factors. Consumer trends research conducted by Innova Market Insights identifies key consumer drivers that can help direct innovation. Other factors to consider are the dynamics of the marketplace, strategies undertaken by major players, and new product launches. These drivers and trends make it possible to spot new opportunities for future innovation.
What are Energy Drinks?
The subcategory of energy drinks encompasses a range of different beverages. For starters, energy drinks are ready-to-drink beverages with an energy-related claim. The claims can refer to energy, alertness, or keeping the user awake, and current energy drinks trends highlight the growing demand for such functional claims. Alternate formats of energy drinks include beverages specifically targeted to esports athletes and gamers and ready-to-drink energy shots that do not have a sports-related claim. Energy drinks, energy shots, energy powders to be reconstituted, ready-to-drink sports drinks, liquid concentrates, and gels with an energy claim and sports-related claims are categorized as sports nutrition products.
Consumers Globally Associate Energy Drinks with Physical Exercise
Consumer trends research conducted by Innova Market Insights shows that consumers globally often consume energy drinks as part of their exercise routine. About one-quarter of consumers researched globally report that they have energy drinks before a work-out or exercise, during a workout or exercise, or after working out or exercising. Many consumers globally also report having energy drinks during more sedentary activity. Sedentary activities can include taking a break or traveling. This shows that consumers incorporate energy drinks into their hydration routine and product choices for overall wellbeing.
Energy Drinks Brands Need to Stand Out from the Competition
The global energy drinks market is highly fragmented with a lot of small players. That is why it is important for brands to differentiate themselves to stand out. Recently, Innova has observed a rise in energy drink innovation. Innovation and differentiation are essential because brands need to have appeal on the shelf. Some strategies undertaken by energy drink brands further segment the market, demonstrate creative marketing campaigns, and innovate around flavor.
Sugar Reduction Claims are at the Top
Sugar reduction claims are the top claims on energy drinks, outranking other types of health claims. About one-third of new energy drink launches carry a sugar-free claim. This shows how energy drink brands work to innovate around health to boost the health reputation of energy drinks, according to energy drinks trends.
Sugar-reduced products have potential among today’s consumers. Consumer trends research shows that nearly three-quarters of consumers researched globally are limiting the amount of sugar in their diet. Furthermore, reduced sugar, low sugar, and no sugar claims influence their purchases of energy drinks.
Functional Ingredients Emerge in Energy Drinks
Innova is monitoring growth in the energy drinks market in part because of new sectors and new ingredients. Certain ‘hero’ ingredients have become particularly prominent in the past few years, and emerging sectors and functional ingredients are shaping category growth. One area of growth is in ingredients in energy drinks that support brain health or immune health.
Soft Drink Consumers can be a Market for Energy Drinks
One way to spark growth in the energy drinks market is to attract consumers from other soft drink categories that have a higher penetration among consumers globally. Product launch data tracked by Innova shows that energy drinks have a lower penetration than other types of soft drinks. This presents a challenge for beverage brands. Markets may be able to break through with products that suit the changing lifestyles of consumers and meet the needs of consumers regardless of how they are spending their time.
What’s Next in the Global Energy Drink Marketplace?
Energy drink manufacturers can consider adding protein to their products. The lines are blurring between energy drinks and sports drinks so adding protein to energy drinks makes sense for capturing the sports drink consumer. Adaptogens hold promise. Consumers who understand the functionality of adaptogenic ingredients could seek them as a natural ingredient for boosting health, reducing stress, and supporting energy. Offer extra value in energy drinks. The energy drinks trends show that the marketplace is highly competitive, and new products are saturating the market. Brands that innovate to add value will become essential players who can gain a competitive advantage with distinct product launches. Taste offers another area for innovation. Companies can attract consumers globally with new, exciting, appealing flavors. Innova is tracking a growing number of limited edition and seasonal launches that help brands gain a trend advantage, stand out from the competition, and create buzz among energy drink consumers. Also, energy drink brands should consider promoting clean and green. It’s important to use on-pack claims and messages regarding clean label and clean ingredients. Energy drinks with environmental claims and sustainable sourcing claims can capture consumer attention. Another area of potential opportunity is plant-based, which could spark new product development in energy drinks.
This article is based on Innova’s Energy Drinks – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more