Energy drinks have evolved into a mainstream choice, with formats and flavours that rival traditional soft drinks. Today, they’re a dynamic and fast-growing part of the soft drinks category, with broad appeal and a growing role in everyday consumption.
This shift is reflected in the numbers. The category continues to deliver impressive value and volume growth, outpacing many other segments in the market.
We sat down with Helen Kerr associate director at Coca-Cola Europacific Partners CCEP (GB) and Mark Wilson, business developement director at Monster Energy to discuss how Moster is playing a major role in this innovation. From bold new flavours to wellness-focused formulations, brands are responding to changing consumer needs with creativity and speed. Functional energy drinks, clean-label options and sugar-free varieties are gaining traction, reflecting broader trends in health and wellbeing.
With projections showing continued expansion in the years ahead, it’s clear that energy drinks are no longer a fringe choice. They’re a mainstream staple and the momentum is only building.
