energy drink cans

Energy Drinks Top the Functional Beverage Charts for European Consumers

Energy drinks now make up 44% of the functional beverage market in Europe, the Middle East, and Africa (EMEA) with strong growth ahead.1 Learn what’s driving consumer purchases of energy drinks, the top energy drink ingredients, and key growth opportunities for manufacturers.

EMEA Energy Drink Market Overview

The EMEA functional beverage market reached €25 billion last year with energy drinks leading the category at nearly €11 billion in sales.2 Yogurt beverages followed at €5.5 billion, dairy alternatives at €2.6 billion, functional juices at €1.8 billion, and sports drinks at €1.7 billion.3 

In response to consumers’ growing interest in energy drinks, 33% of functional beverage product launches over the past year were positioned as providing energy.4 The EMEA energy drink market is forecast to grow at a CAGR of 6.5% from 2019 to 2024, slightly faster than the 6.4% forecast for the functional beverage market as a whole.5

Why Consumers Purchase Energy Drinks

In Europe, energy drinks are primarily consumed by athletes and gym-goers. These consumers are reaching for energy drinks for multiple reasons, including for:

  • Energy
  • Taste
  • Hydration
  • Vitamins and minerals
man and woman in gym after energy drinks

Energy drink users are choosing products that can deliver the specific benefits they want. This makes ingredient selection particularly important for manufacturers of energy drinks and other functional beverages.

Energy Drink Ingredients and Premixes

The most popular energy drink ingredients for the European market are caffeine, taurine, B-vitamins, amino acids, and Alpine water. 

Glanbia Nutritionals offers a number of bioactive ingredients perfect for energy drinks and other energy-focused functional beverages, such as our AminoBlast BCAAs & EAAs and CreaBev Creatine Monhydrate.

Using a custom premix (a single blend of the desired active ingredients at target levels) is a common approach to making and energy drink. This allows manufacturers to simplify ordering, warehousing, and production processes.

A custom premix is developed with a custom blend of ingredients—including a range of micronutrients, amino acids, and botanicals—that can address additional consumer needs and help differentiate a product in the market.

Consumer Demand for Energizing Ingredients Fuels Growth Opportunities

While energy drinks are associated with certain benefits, the use of ingredients that provide these benefits need not be limited to energy drinks. For example, functional teas and coffees are also associated with energizing benefits, and as RTD beverages, they also deliver on hydration. In addition, the clean label positioning of these products due to their natural caffeine content gives them an edge over traditional energy drinks in appealing to health-conscious consumers.

The intermittent fasting trend has also expanded opportunities in energizing beverages. The ideal fasting beverage to meet the needs of these consumers is low or non-caloric, offers hydration, replenishes electrolytes, and provides energy. Functional waters can provide similar benefits and have the potential to go head-to-head with energy drinks.

energy drink bottles

Get Energized!

The popularity of energy drinks in Europe, along with opportunities for expanding the use of energizing ingredients into other RTD beverages, makes this an exciting time for functional beverage manufacturers. The recipe for success? The right ingredients and the right ingredient partner! Contact Glanbia Nutritionals for additional information on how our bioactives and premix solutions can benefit your next energy beverage formulation.


1-3. Euromonitor Passport, July 2020.
4. Mintel / Global New Product Database, July 2020.
5. Euromonitor Passport, July 2020.

Hello! It looks like you’re using Internet Explorer. Microsoft is phasing out this browser, so we are no longer supporting it and some parts of the page may not look right. To enjoy the full experience, we recommend you use one of these browsers: Edge, Chrome, Firefox or Brave.