Are ‘sociable’ millennials driving on-trade sales of Energy Drinks in SA?

Whether one is the ‘life of the party’ or the proverbial ‘wallflower’, Energy Drinks are finding their way into the social lives of many South Africans, based on the growing trend of mixing alcohol with Energy Drinks. This development, along with variants such as Cannabis Energy Drinks and unique new flavours appealing to millennials, is helping to drive on-trade (on-consumption) sales within the South African Energy Drinks market.

Insight Survey’s latest South African Sports and Energy Drinks Industry Landscape Report 2019 carefully unfolds the global and local Sports and Energy Drinks markets based on the latest information and research.  It examines the market drivers and restraints as well as global and local market trends to present an objective insight into the current industry environment, market dynamics and its future.

The global Sports and Energy Drinks market reached a total value of US$102.9 billion in 2018 and the market is expected to reach US$169.7 billion by 2024, at a compound annual growth rate (CAGR) of approximately 9% over the forecast period.

As illustrated in the graph below, the Energy Drinks market achieved a total of 10,419 million litres in retail sales in 2018. The three key global Energy Drinks markets include Asia-Pacific (4,286 million litres), North America (2,410 million litres), and Western Europe (1,554 million litres), which collectively accounted for almost 80% of the overall Energy Drinks market in 2018.

The South African Sports and Energy Drinks market has continued to show growth over the years, with the Energy Drinks segment dominating the market over the 2013-2018 period. The Energy Drinks market grew at a relatively subdued CAGR of 2.1% in terms of retail value over the period, however, on-trade year-on-year value growth between 2017 and 2018 reached a significant 8.9%.

The strong on-trade volume growth in South Africa is linked to increasing consumption in social environments, especially among young adults that have adopted the social trend of mixing alcohol with energy drinks. This has become increasingly popular amongst consumers in pubs, clubs, and at home. Key market players are keeping up with this trend through various sponsorships of social events, such as outdoor sports events, festivals and music events.

Energy Drinks companies are also increasingly experimenting with different exotic flavours, new ingredients, and techniques. Major innovations which have driven growth in the market include the growing popularity of dairy-based energy drinks, such as First Choice KICK, the introduction of cannabis flavoured energy drinks such as Cannabis Energy Drink, as well as the expansion of flavour variants which can be used for cocktails and as a mixer for alcoholic drinks.

Given the capricious nature of consumers (especially the millennial segment), it is becoming crucial for key market players to stay abreast of the latest developments within the industry, to ensure they meet the fluid needs of consumers.

The South African Sports and Energy Drinks Industry Landscape Report 2019 (117 pages) provides a dynamic synthesis of industry research, examining the local and global Sports and Energy Drinks industry from a uniquely holistic perspective, with detailed insights into the entire value chain – from manufacturing to retailing, market size trends, industry trends, industry drivers and challenges, competitor and pricing analysis.

Some key questions the report will help you to answer:

  • What are the market dynamics of the Global Sports and Energy Drinks industry?
  • What are the latest South African Sports and Energy Drinks industry trends, drivers, and restraints?
  • What are the current market dynamics? (market size, market value, market volumes: 2013-2018 Actual, 2019-2023 Forecasts, distribution channels)
  • Who are the key manufacturing and retail players in the SA Sports and Energy Drinks industry?
  • What are the prices of the most frequently purchased Sports and Energy Drinks across SA retail outlets and supermarkets?


Please note that the 117-page report is available for purchase for R27,500 (excluding VAT). Alternatively, individual sections can be purchased for R10,000 (excluding VAT). For additional information simply contact us at or directly on (021) 045-0202 or (010) 140-5756.

For a full brochure please go to: South African Sports and Energy Drinks Landscape Report 2019

About Insight Survey:

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