Energy drinks are a niche category of beverages, representing only 1 % of the total non-alcoholic beverages market. In 2014, the European energy drinks sector was estimated at an annual consumption of approximately 2.0 bn litres.

Although energy drinks are mostly associated with a few big brands, there are presently more than 190 brands on the market. More than 30 % of the market is served by small and medium-sized companies. Globally, they are sold in more than 165 countries.