History of energy drinks

It’s origins

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. Energy drinks have been marketed for more than 25 years in Europe and are safely consumed and enjoyed by consumers worldwide.

Learn more about energy drinks.

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The market

Energy drinks are a niche category of beverages, representing only 1 % of the total non-alcoholic beverages market. 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.