Energy drinks are relatively new and a niche beverage category.
07/01/2020
Originally popular in Asia, energy drinks have been marketed in Thailand since the 1970s. Energy drinks were introduced on the European market in the late 1980s from where they started their success story all around the world. Despite their recent category growth, Energy drinks are still a niche category of beverages, representing only 1 % of the total non-alcoholic beverages market.