ENERGY REHABILITATION DRINK SUPPLEMENTATION MARKET ANALYSIS

Market Challenges And Opportunities

Market Dynamics

• A major driver for growth of the global energy rehabilitation drink supplementation market is rising alcohol consumption especially among millennials. Mixing alcohol with energy drinks is a popular practice and particularly in licensed venues and music festivals. According to New South Wales government’s survey on mixing alcohol with energy drinks, in 2013, over one third of survey respondents positively reported doing the same in the past 12 months of 2013. Demand for on-the-go and functional food and beverages is also increasing which is a factor contributing towards the global energy rehabilitation drink supplementation market growth. According to Health and Wellness series report on functional foods and beverages by Agriculture and Agri-Food Canada reported that in China retail sales of functional energy drinks anticipated a growth of 164.8% from 2011 to 2015.
• The higher caffeine concentration in these drinks is one of the major factors restraining growth of the market. Though caffeine is not considered to be an addictive substance and its consumption is generally considered to be safe, Health Canada provides caffeine consumption guidance to Canadians to avoid adverse effects such as insomnia, headaches, irritability, and nervousness. Washington was one of the first states in the U.S. to ban alcoholic energy drinks.

Restraints

• The higher caffeine concentration in these drinks is one of the major factors restraining growth of the market. Though caffeine is not considered to be an addictive substance and its consumption is generally considered to be safe, Health Canada provides caffeine consumption guidance to Canadians to avoid adverse effects such as insomnia, headaches, irritability, and nervousness. Washington was one of the first states in the U.S. to ban alcoholic energy drinks.