Energy drinks category sees 42% growth in value
During the last quarter of 2021, the energy drinks category was worth just over £69m and grew 42% by value compared to the same period two years ago.
CGA client manager Carla Bithell said: “After nearly two years of on-off restrictions on pubs, bars and nightclubs, consumers will be very keen to make the most of their drinking out occasions in 2022, and the easing of Covid restrictions will provide extra impetus to get back.”
Nightclubs saw higher sales
The sales research from CGA also revealed more than 65,000 outlets now stock energy drinks, with an average of 1.8 brands stocked by each, an increase from 1.5 brands two years ago.
Sports and social clubs accounted for half of all sales but nightclubs had a higher rate of sale for energy drinks than any other soft drinks category, including cola and mixers.
The consumer research from CGA combined with growing consumer desire for spirits and cocktails, reinforced the value of energy drinks to the on premise, with data from BrandTrack also having shown around 2.7m people in Britain consume energy drinks.
Great opportunities
Furthermore, more than a quarter (29%) of those 2.7m people do so more often than they did when compared to a year ago, spending an average of £119 a month on eating and drinking out; £34 more than the average consumer.
Bithell added: “Cocktails and bombs should flourish as the year goes on, and there will be some great opportunities for suppliers and operators to energise profits.
“But in a very competitive part of the market, all businesses will need to stay right on top of consumers’ preferences and sales trends and strategise accordingly.”
