Stay ahead of the curve and future-proof your business with Mintel’s Germany Sports & Energy Drinks Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends in the energy drinks market Germany, and consumer behaviours affecting your industry. Get a 360° view of the sports & energy drinks market in Germany including energy drinks market size Germany, sports drinks market share Germany, and forecasted growth to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- A detailed outlook of the sports & energy drinks market in Germany, including expert insights and market drivers.
- Usage frequency and occasions for energy & sports drinks in Germany.
- Consumer behaviours and attitudes towards energy & sports drinks Germany.
- Recent launch activity and innovations in the sports & energy drinks market in Germany.
- How your business can tap into opportunities to increase your energy & sports drinks market share Germany.
Mintel’s Germany Energy Drinks Market Research: An Overview
As people are returning to the office more in 2023, energy drink intake may increase. Meanwhile, the European Championships in 2024 will also help sports drink sales recover.
- 44% of Germans drink any sports or energy drink/energy shot, rising to 82% among the age group of 16 to 24.
Volume sales in the energy drink category, according to our Germany energy drinks market research, are clearly set to grow. Meanwhile, sports drinks will experience moderate decline. However, exploration of healthier energisers can stimulate long-term growth.
Energy & Sports Drinks Germany: What Consumers Want and Why
- Consumption of Energy & Sports Drinks Germany: The continued income squeeze and high inflation in the category may see some users shun sports and energy drinks, but for many others they are a necessity to get through the working day. Caffeine‘s functionality makes energy drinks an indispensable crutch for on-the-go workers, while sports drinks have found prominence among 45 to 54-year-olds, with 46% using them for two or more occasions.
- Challenges in the Energy Drinks Market Germany: Users are beginning to moderate their caffeine intake as part of a broader focus on sleep quality and mental health. 59% of 16 to 24-year-olds are interested in lower-caffeine alternatives, posing a challenge for energy drink brands. Moreover, social stigma still dogs the energy drinks market Germany, as they are perceived to contain too much sugar and non-natural ingredients.
Energy & Sports Drinks Germany Market Forecast
- With interest in healthier alternatives on the rise, adjacent categories, e.g. tea and fruit juice, provide competition for sports and energy drinks in this regard. Innovation around tea-based and less-sweet flavours may serve to broaden the category’s appeal among existing and new users alike.
To learn how to connect with your audience, purchase our Sports & Energy Drinks Market Report Germany 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Products and Brands Discussed in this Report
Brands: Red Bull, Monster Energy, Powerade, Gatorade, 5-hour ENERGY, Instavit, LevlUp, PepsiCo No Coffee, Tenzing, MBG International Premium Brands GmbH, Edeka, The Cocal Cola Company, Adelholzener Alpenquellen, Förstina-Sprudel, Wittenseer Quelle, MineralBrunnen, Oettinger, Ensinger, and many more.
Products: Energy drinks (sugar-free, regular, shots), sports drinks (liquid, powdered).
Additional Features Included with Your Purchase
- Interactive Databook: Each Databook is provided as an interactive website where you can deep dive into our consumer research data on your chosen topic so you can draw your own conclusions.
- Custom PowerPoints: Incorporate our consumer research data into your own work so you can win over your clients and stakeholders. Select insights from your report to create a custom presentation that is ready to download in minutes.
- Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentations.
- Mintel’s Clients Portal: Our portal provides instant access to actionable analysis, podcasts, and trend pieces relevant to your industry that are published almost daily, as well as our annual Global Consumer Trends. You can also browse our extensive catalogue of market research reports.
Expert Insights on Sports & Energy Drinks Market in Germany
This report, written by Adam Millward, Researcher for Mintel, delivers in-depth commentary and analysis to highlight sports and energy drinks trends in Germany and add expert context to the numbers.
While price rises create challenges for the sports & energy drinks market in Germany, consumers still desire a boost. Amid demand for all-natural and BFY launches, efficacy is paramount.
Adam Millward
Research – Mintel Reports
Collapse All
-
EXECUTIVE SUMMARY
- Key issues covered in this Report
- Market context
- Graph 1: usage frequency of sports and energy drinks in the past three months, 2023
- Graph 2: mental wellbeing compared to one year prior, 2022
- Mintel predicts
- Opportunities
- The competitive landscape
- Graph 3: company retail shares of energy drinks, by value and volume, 2022
- Graph 4: company retail shares of sports drinks, by value and volume, 2022
-
MARKET DRIVERS
- The German economy
- Graph 5: key economic data, in real terms, 2019-24
- Inflation and cost of living
- Graph 6: financial situation, 2023
- Physical and mental wellness
- Graph 7: overweight and obesity rate, by BMI and age group, 2014 vs 2019
- Graph 8: frequency of eating/drinking healthily, 2021-22
- Graph 9: mental wellbeing compared to one year prior, 2022
- Digitalisation
- Graph 10: social media platforms used in the last three months, by age group, 2023
-
WHAT CONSUMERS WANT AND WHY
- Frequency of sports and energy drink usage
- Graph 11: usage frequency of sports and energy drinks in the past three months, 2023
- Graph 12: consumption of sports/energy drinks in the last three months, by age, 2023
- Graph 13: usage frequency of sports drinks, 2020, 2021 and 2023
- Graph 14: usage frequency of energy drinks by age group, 2023
- Standard vs low/no-sugar varieties of sports and energy drinks
- Graph 15: sport and energy drink consumption, by standard vs alternatives, 2023
- Graph 16: usage occasions by varieties of energy drink, 2023
- Graph 17: top 5 food and drink categories most likely consumed for energy-boosting benefits, 2023
- Drinking occasions
- Graph 18: energy drink usage repertoire, 2023
- Graph 19: sports drink usage repertoire, 2023
- Behaviours around energy drink usage
- Graph 20: behaviours around sports and energy drink usage, 2023
- Attitudes towards sport and energy drink use
- Graph 21: attitudes towards sport and energy drink consumption, 2023
- Graph 22: agreement with ‘Own-label sports/energy drinks are just as effective as branded ones’, 2023
-
LAUNCH ACTIVITY AND INNOVATION
- Graph 23: sports and energy drink total launches, by company, 2019-23
- Graph 24: sports and energy drink launches, by branded vs private label, 2019-23
- Graph 25: sports and energy drink launches by average sugar (g/100ml), 2019-23
- Graph 26: percentage of sports and energy drinks with zero/no-added/reduced sugar claims, 2019-23
- Graph 27: launches in selected drink categories, by % using the Nutri-Score, 2020-23
- Graph 28: sport and energy drink launches, by functional claims, 2019-23
- Graph 29: sport and energy drink launches with energy claim, by top vitamins and minerals*, 2022-23
- Graph 30: sport and energy drink launches, by top 10 flavour components, 2019-23
- Graph 31: sports and energy drink launches, by natural and suitable for claims, 2019-23
- Graph 32: sport and energy drink launches with ethical/eco claims, 2019-23
- Advertising and marketing activity
-
MARKET SHARE
- Company retail market shares of energy drinks
- Company retail market shares of sports drinks
-
MARKET SIZE, SEgmentation AND FORECAST
-
APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Appendix – market size and central forecast methodology
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
£ 2,195 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
