Report: Thailand leads in energy drinks consumption per person
Dated: 24 January 2008
The global energy drinks market advanced 17% in 2006 to 3,431 million litres, according to the latest report by global drinks consultancy Zenith International.
Thailand, home to the energy drinks concept, still leads in consumption per person, but the US now has the highest total volume sales, driven by its top five brands - Red Bull, Monster, Rockstar, Full Throttle and SoBe No Fear.
US consumers drank 990 million litres of energy drinks in 2006, 47% more than in 2005 and 200 million litres more than their Thai counterparts.
"If the level of activity and product development in the US continues, it could represent 45% of worldwide volume in five years," commented Zenith Research Director Gary Roethenbaugh.
"We also expect to see double digit growth in East Europe and the Middle East, with Latin America, Australasia and West Europe making good gains too."
Rising popularity of an expanding product portfolio in the US could see consumption per person increase from the current 3 litre average to 8 litres by 2011.
But this would remain below Thailand on a fairly constant 11.5 litres per person. Other national markets in contention for a place in the top five highest consumers include Austria, Ireland, New Zealand, Slovenia and Kuwait.
Zenith expects each region to generate growth over the coming years, with global volume exceeding 5,700 million litres in 2011. Just under half of this nearly 15% annual average growth is likely to stem from North America.
As Zenith's new report reveals, the world's energy drinks markets are at very different stages of development. Asia Pacific, for example, reveals a highly diverse picture that encompasses the mature markets of Thailand, Vietnam, Indonesia and Taiwan alongside the emerging markets of China and India.
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