Energy Drinks Resilient Against Recession

Published By : 22 Jun 2015 | Published By : QYRESEARCH

According to a Canadean report, artificial caffeine alternatives, availability of a variety of flavors, and a safe spot in everyday life has given energy drinks the resilience to survive the global recession.

Angela Wynne, an analyst at Canadean says that energy drinks have become a part of people’s daily routine. This could be one of the reasons why they have the staying power in nations where other beverage categories such as beer and carbonates have been on a continuous decline. 

The report found that sales of energy drinks have remained more or less stable over the course of the economic recession mainly owing to a loyal consumer base that is willing to adapt to product extensions that boast of alternative sources of energy and different flavors. The Canadean report found that the sales of energy drinks remained steady even in hard hit nations such as Russia and Germany where people were spending less on beverages on the whole. 

Angela Wynne said that energy drinks have become highly submerged in consumer habits in situations where they need a boost of energy. Most consumers today view energy drinks as a necessity instead of a luxury.

Wynne stated that the present trend of fruit flavors has deliberately moved on from classic and basic energy drink flavors. Products boasting natural fruit flavors have increased in volume by 11 per cent from 2013 to 2014 thanks to launch of a variety of natural fruit flavors such as pineapple, orange, lime, lemon, lime and pineapples, and mojito. 

The new flavors, Angela Wynne said, are aimed at consumers who do not like the basic flavor of energy drinks. These consumers have energy drinks for refreshment, especially in the summer season. 

Most potential consumers have been put off by the classic flavor, such as the original Red Bull. As a result, fruit flavors have proved to be more appealing. These flavors also have the added advantage of seemingly being more natural.
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