Energy drinks scored a full house in quarter four as consumption increased in all West Europe markets. This result may be surprising, given the high profile health concerns surrounding ingredients and sugar intake in the region. The functional benefits of these drinks, combined with a new crop of fashionable products, are keeping pace with lifestyle needs. Enhanced water has the most dynamic growth, but from a very low volume base. It is still new in many markets, whereas energy drinks is a well-established category, and positive results across the board are more unusual.

New product launches and flavour innovation proved key drivers of growth. Quarter four saw many new low and zero calorie options, as well as unusual flavours. Flavoured energy drinks such as Crazy Tiger Gin Tonic (MC Energy) and Keepcan (COGITOcan) lemon/lime/mint achieved double-digit retail sales in France. In the UK, as the sugar/health debate grabbed headlines, leading operator, LRS pledged to drastically reduce the sugar content of Lucozade (Suntory Holdings).

Big brands continued to be associated with spectacular sports and on-line gaming, and slash prices to counteract the threat from Private Label brands. In Germany, Monster (Monster Beverage Corporation) and Rockstar (Rockstar Inc) discounted by up to 50%. In Spain, supermarket Private Label brand, Hacendado (Mercadona) fought back with value-for-money and larger sized packaging.

Energy drinks are now suitable for multiple day-time occasions. In the UK, it is not unusual to replace breakfast with an energy drink. In markets like Belgium, a generation which grew up with energy drinks has now taken them into adulthood. Consumer enthusiasm and technology continue to shape trends. Two Dutch students have even developed an app-based bike service in Amsterdam to deliver Red Bull (Red Bull GmbH) to homes and offices.