Are active consumer lifestyles powering SA’s Sports and Energy Drinks market?

As lockdown restrictions ease both globally and locally, the Sports and Energy Drinks market is being increasingly influenced by fast-paced and active consumer lifestyles. This is fuelling demand for Sports and Energy Drink options that promote benefits for these lifestyles, such as increased alertness, enhanced performance, and stamina. This has also resulted in low-calorie and sugar-free options trending, as consumers become more active and are thus increasingly focusing on health.

Insight Survey’s latest South African Sports and Energy Drinks Industry Landscape Report 2022, carefully uncovers the global and local Sports and Energy Drinks market (including the impact of COVID-19), based on the latest intelligence and research. In particular, it describes the latest global and local market trends, innovation and technology, drivers, and challenges, to present an objective insight into the South African Sports and Energy Drinks industry environment and its future.

The global Energy and Sports Drinks market is expected to reach a value of approximately US$177.2 billion in 2022. Furthermore, the market is expected to increase at a compound annual growth rate (CAGR) of approximately 6.6%, to reach a value of approximately US$228.2 billion by 2026, as illustrated in the graph below.

Source: Statista Graphics by Insight Survey

 This growth within the global Sports and Energy Drinks markets is largely being driven by busier and more active consumer lifestyles, which is resulting in market players releasing products that contain ingredients which benefit and support these lifestyles. This includes products catering to consumers health concerns, including sugar-free and low-calorie Sports and Energy Drinks.

For example, Rowdy Energy recently launched its Rowdy Energy Power Burn range, which is a calorie-burning Energy Drink product that increases alertness and boosts caloric output. Moreover, Gatorade announced the launch of its new ‘free-from’ Sports Drink product, Gatorade Fit, which is specifically designed for nutritionally discerning athletes and consumers requiring electrolytes and hydration. The global market is also seeing a trend towards Energy Drink promotion for gamers and consumers participating in e-sports, due to their various benefits for mental and physical performance.

Similarly, the local industry is also being revitalised by consumers fast-paced lifestyles, with growing demand for products that fuel busy, fast, and active lifestyles. Local Sports and Energy Drink manufacturers are utilising aggressive advertising that promotes the everyday energy-boosting benefits of its products, as well as releasing innovations which cater to this ongoing demand.

In terms of advertising, local giants, including Red Bull, Coca-Cola, and Rock Star Inc., have invested significantly in advertising to promote their products as being focused on providing performance and stamina, thereby attracting consumers with busier and active lifestyles. Additionally, Switch Energy frequently uses social media campaigns that feature young adults engaging in various activities, such as partying, biking, and hiking, to engage with the active consumer.

Moreover, in terms of product innovation catering to consumers active and busy lifestyles, aQuellé’s new Power and Sports Drink range, ViV, has been launched in the local market, designed specifically to optimise active lifestyles, with a range of energising flavours and a unique ergonomic design for sporty consumers. Switch Energy is also catering to consumers’ fast-paced lifestyles with the launch of its new Energy Drink, Swich Mageu, which is promoted as being ideal for the ‘hard working South African market’.

Additionally, Nutritional Performance Labs also recently launched its new sugar- and calorie-free Energy Drink product, Hustle Energy. This product offers consumers enhanced mental focus and cognitive function, with ingredients that support energy, productivity, and vitality. Lastly, Bang Energy, the third-largest Energy Drink company in the United States, recently entered the local market with its Energy Drink product designed for active consumers, including health and fitness enthusiasts, athletes, gamers, extreme sports lovers, and healthcare workers, amongst others. This product contains no sugar, calories, carbs, or artificial colourants, further enhancing its attractiveness to the active and health-conscious consumer.

The South African Sports and Energy Drinks Industry Landscape Report 2022 (100 pages) provides a dynamic synthesis of industry research, examining the local and global Sports and Energy Drinks industry (including the impact of COVID-19) from a uniquely holistic perspective, with detailed insights into the entire value chain –market sizes and forecasts, industry trends, latest innovation and technology, key drivers and challenges, as well as manufacturer, distributor, and pricing analysis.


Some key questions the report will help you to answer:

  • What are the current market dynamics of the global Sports and Energy Drinks industry?
  • What are the latest global and South African Sports and Energy Drinks industry trends, innovation and technology, drivers, and challenges?
  • What are the market value and volume trends in the South African Sports and Energy Drinks industry (2016-2021) and forecasts (2022-2026), including the impact of COVID-19?
  • Which are the key manufacturers and distributors in the South African Sports and Energy Drinks industry?
  • What are the prices of popular Sports and Energy Drinks brands and products across South African retail outlets?

Please note that the 100-page full report is available for purchase for R35,000.00 (excluding VAT). Alternatively, individual sections can be purchased for R15,000.00 (excluding VAT). For additional information, email, or call (021) 045-0202 or (010) 140- 5756.


For a full brochure please go to: SA Sports and Energy Drinks Industry Landscape Brochure 2022


 About Insight Survey:

Insight Survey is a South African B2B market research company with more than 15 years of heritage, focusing on business-to-business (B2B) market research to ensure smarter, more-profitable business decisions are made with reduced investment risk.

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