The changing market for energy drinks
2024 was a watershed year for the energy drink market. Until now, manufacturers have focused on sugar-free or reduced-sugar versions of their products. However, functional drinks, isotonic drinks, and a new category of drinks – Easy Boost – are now becoming increasingly popular. In response to changing consumer preferences, brands have begun to develop alternatives with more diverse formulas tailored to modern health trends and market expectations.
Easy Boost beverages are a rising category of functional energy drinks, offering a refreshing alternative to traditional high-caffeine options. They emphasize natural ingredients and balanced energy without excessive stimulants.
What are Easy Boost drinks?
Easy Boost is an alternative to traditional energy drinks, offering a gentler boost without excessive amounts of caffeine and taurine. Key features of this category are:
Easy Boost beverages are a rising category of functional energy drinks, offering a refreshing alternative to traditional high-caffeine options. They emphasize natural ingredients and balanced energy without excessive stimulants.
- • Reduced caffeine content (less than 150 mg/l) or no caffeine at all.
- • No or minimal amounts of taurine.
- • Composition enriched with vitamins, plant extracts, and natural stimulants such as guarana or ginseng.
- • Variety of flavors, often inspired by fruity and refreshing compositions.
Growth in the popularity of Easy Boost
More and more Easy Boost drinks appear on shop shelves, demonstrating the growing consumer interest in this category. Manufacturers are keen to expand their offerings, introducing new flavors and functional ingredients to meet the needs of modern consumers looking for healthier alternatives.
Why has Easy Boost grown in popularity?
More and more Easy Boost drinks appear on shop shelves, demonstrating the growing consumer interest in this category. Manufacturers are keen to expand their offerings, introducing new flavors and functional ingredients to meet the needs of modern consumers looking for healthier alternatives.
- • Health awareness: Consumers are becoming more aware of caffeine’s effects on the body, especially in younger age groups.
- • New consumer habits: More and more people are choosing drinks with natural ingredients and avoiding excessive amounts of artificial substances.
Interesting fact
Some markets are choosing to regulate the sale of energy drinks with high caffeine and taurine content. Poland, for example, has banned the sale of such drinks to minors. Such measures can influence manufacturers’ offerings, prompting them to develop healthier alternatives.
What do these changes mean for energy drink manufacturers?
As the market adapts to new consumer expectations and regulations, manufacturers must closely monitor product placement and competition in retail environments. This is where Digital Shelf Recognition by Asseco becomes a key tool for brands.
- • Availability of Easy Boost products in various retail locations.
- • Competitor product placements and pricing strategies.
- • Effectiveness of promotional efforts and shelf visibility.
- • Emerging trends in consumer demand for alternative beverages.
What do these changes mean for energy drink manufacturers?
As the market adapts to new consumer expectations and regulations, manufacturers must closely monitor product placement and competition in retail environments. This is where Digital Shelf Recognition by Asseco becomes a key tool for brands.
By leveraging Digital Shelf Recognition by Asseco, manufacturers can quickly adjust their strategies, optimize distribution, and respond to market shifts more efficiently. Understanding what is happening at the shelf level allows brands to maintain a competitive edge in this evolving landscape.
What’s next for the Easy Boost category?
The Easy Boost drinks market has strong growth potential. The key trends that will shape its future are:
- • Better fit with consumer needs – developing products enriched with health-promoting ingredients such as electrolytes, vitamins, and adaptogens.
- • Further product expansion – more brands will launch their caffeinated beverage variants.
- • Increased availability – Easy Boost is expected to be available in most grocery shops and petrol stations by the end of 2025.
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