Energy drink market booming in NZ

New Zealand is in contention to be one of the top five consumer countries for energy drinks, while the US market rockets into first place, according to the latest report by global drinks consultancy Zenith International.

The report found that Thailand (home to the energy drinks concept) still leads in consumption per person, but the United States now has the highest total volume sales, driven by its top five brands — Red Bull, Monster, Rockstar, Full Throttle and So Be No Fear.

Other national markets in contention for a place in the top five highest consumers include Austria, Ireland, New Zealand, Slovenia and Kuwait.

The global energy drinks market advanced 17% in 2006 to 3,431 million litres, with the US market consuming 990 million litres of energy drinks in 2006 — 47% more than in 2005.

"If the level of activity and product development in the US continues, it could represent 45% of worldwide volume in five years," commented Zenith research director, Gary Roethenbaugh.

"We also expect to see double-digit growth in East Europe and the Middle East, with Latin America, Australasia and West Europe making good gains too."

Rising popularity of an expanding product portfolio in the US could see consumption per person increase from the current 3 litre average to 8 litres by 2011. But this would remain below Thailand on a fairly constant 11.5 litres per person.

Zenith expects each region to generate growth over the coming years, with global volume exceeding 5700 million litres in 2011. Just under half of this nearly 15% annual average growth is likely to stem from North America.