Explore the latest innovation in the sports and energy drinks in 2025 with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the energy drinks market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the global energy drinks market. Understanding innovation in sports and energy drinks has never been so easy.
To discover more about the global energy drinks market, read Mintel’s The Future of Water, Sports and Energy Drinks or take a look at Mintel’s extensive drinks market research.
Meet The Expert Behind the Analysis
This report is written by Mintel’s Innovation Analyst, Mikolaj Kaczorowski. Mikolaj has 8 years experience working at Mintel and is responsible for analysing new product launches in food, drink and household categories, tying these back to consumer insights, and identifying emerging NPD trends.
Sugar reduction, nutrient fortification and flavours are the key innovation themes among sports and energy drink launches.
Mikolaj Kaczorowski
Innovation Analyst
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
- The Future of Sports & Energy Drinks: 2025
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: vitamin and mineral fortification is a growing focus of innovation in the sports and energy drink category
- Consumers are keen to see fortified sports and energy drinks
- Vitamin and mineral claims continue to grow in sports and energy drink launches
- Graph 1: % of sports and energy drink launches with a vitamin/mineral fortified claim, 2020-25
- Sports and energy drink brands put vitamin and mineral messaging front and centre
- Europe: sustainability is on consumers' radars
- Consumers are concerned about the sustainability of sports and energy drinks
- Recyclable and eco-friendly packaging continue to grow in sports and energy drink launches
- Graph 2: % of sports and energy drink launches with select ethical and environmental claims, 2020-25
- Sports and energy drink brands are using sustainable and recyclable packaging materials
- Brand renovation/innovation: Squeezy offers consumers a refillable option to disposable energy sachets
- The Middle East & Africa (MEA)
- Berry fruit flavours are growing in sports and energy drinks launches in the region
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ASIA PACIFIC (APAC)
- Asia: flavour innovation keeps the sports and energy drink categories vibrant and relevant
- Consumers are eager to see more exciting flavours in sports and energy drinks
- Fruit-based flavours dominate sports and energy drink launches
- Sports and energy drink brands are innovating with more novel flavours
- Asia: sugar concerns are hampering sports and energy drink growth
- Sports and energy drink consumers are concerned about sugar content
- Sugar claims feature in over a quarter of sports and energy drinks
- Graph 3: % of sports and energy launches with select sugar claims, 2024-25
- Sports and energy drink brands flag up sugar-free recipes
- Australia & New Zealand
- New sports and energy drink launches in Australia and New Zealand
- Brand renovation/innovation: Australian celebrity launches posca-inspired sports drink
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the americas
- North America: seasonal and limited edition sports and energy drinks are exciting areas of innovation
- Seasonal and limited edition sports and energy drinks appeal to consumers seeking novel flavours
- Seasonal, cobranded and limited edition launches
- Graph 4: % of sports and energy drink launches with select claims, 2020-25
- Seasonal, cobranded and limited editions keep consumers engaged with the category
- Brand renovation/innovation: Celsius launches caffeine-free electrolyte hydration sticks
- North America: sports and energy drink brands highlight a diversity of functional benefits
- Functional benefits  can help consumers manage the challenges of modern life
- Sports and energy drinks tap into consumer interest in a broad range of functional benefits
- Graph 5: % of sports drink launches with a top five functional claim, 2024-25
- Graph 6: % of energy drink launches with a top five functional claim, 2024-25
- Energy drink brands offer a diversity of functional benefits
- Brand renovation/innovation: Starbucks enters the energy drinks category
- Latin America
- Vitamin and mineral fortified claims see a resurgence in energy drinks
- Graph 7: % of sports and energy drink launches with a vitamin/mineral fortified claim, 2020-25
- Sports and energy drink brands flag up vitamin and mineral content
What is 'A Year of Innovation' Report?
To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.
How We Analyse a Year of Innovation
By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.
A Deep Dive into Product Launches
The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.
Powered by the Global New Products Database (GNPD)
Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.
Uncovering Trends and Consumer Shifts
Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence.
For a more detailed look at a Year of Innovation report, take a look at a sample PDF report below.
Please Note: All of the figures, graphs, and tables have been redacted.
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