Energy drinks

Energy drinks are soft drinks advertised to provide more energy than a typical drink

Japan is the leader in the consumption of sports and energy drinks.

It stands at about 15 liters per year per person. The US consume only a half of this number.

Japan’s predominance in this sector is quite surprising, given the fact that functional drinks have long been considered as mainstream products.

For the Japanese, these products are thought of in the same way as regular soft drinks and juices, and many of them don’t carry a price premium either, which boosts their sales.

The Japanese sports drink market (which 60% of its products is sold in vending machines) has been dominated by Otsuka’s Pocari Sweat and now, the leader is Coca-Cola Aquarius.

The other big giants are Suntory’s Dakara, Dydo’s Miu, Kirin’s speed and recently Samurai Brands.

The other big consumers are Asian countries and we can see a potential growth in the coming years in Middle East and North Africa.

In Western Countries, such as France, we don’t consume a lot of energy drinks. The leaders are Burn, Dark Dog and recently (with the legal authorization) Red bull