When it comes to energy drinks, the demand shows no signs of slowing down, continuing to appeal to a wide range of shoppers and now worth £1.9 billion, growing at 12.7% (NielsenIQ).
This means that stimulant energy remains the number one soft drink across total convenience (NielsenIQ), so it is more important than ever for suppliers to support the channel by offering new and innovative products that excite the category and bring even more shoppers in.
People are now turning to soft drinks to provide the boosts they need throughout the day. More than a third (35%) of people say they view energy boosting ingredients as essential and cold drinks being consumed for energy has increased by 89% over the past 10 years (Kantar).
Energy drink shoppers shop more frequently, buy more items than soft drinks shoppers, and also spend more (£15.49 per trip vs. £11.22, Lumina), showing the value of energy drink shoppers to retailers. But only 7.1% of convenience shoppers currently buy energy drinks (Lumina), showcasing that, despite the energy sector’s enormous size and growth, there is still room for additional expansion.
Taste and enjoyment are key factors for consumers when choosing a soft drink, making new and exciting flavours key for attracting shoppers into the category.
Last June, Rockstar Energy® looked to shake up the energy drinks category with the launch of Rockstar Energy® Blood Orange Zero Sugar – a limited-edition flavour in a brand-new 330ml £1 price-marked pack can. The latest flavour was designed to broaden appeal and bring new shoppers into the category, by targeting non-traditional energy drinkers with a more accessible taste option. Blood Orange taps into a popular summer flavour with its refreshing citrus taste, and is already a key stimulant flavour, with citrus worth more than £45m (NielsenIQ) to the category.
Ben Parker, VP Sales – Off Trade, Carlsberg Britvic, comments: “Additionally, we introduced another Zero Sugar flavour to the portfolio – Rockstar Energy® Zero Sugar Peach. We know that flavours such as peach are favoured by lighter energy drink buyers, so we can make stimulant products more accessible with this launch. Our aim is to recruit new people into the market and appeal to a wider group of shoppers, to maximise retailers’ energy sales this year.”
Currently, there are some barriers when it comes to people picking up an energy drink, including a lack of formats. With the launch of a brand new 330ml slim can format, Rockstar Energy® can now offer a more approachable size and good value price point for those looking to try something new, representing a different, yet affordable on-the-go option for consumers.
“Combining the new lighter flavours that have launched, with the new 330ml £1 PMP can, we believe we can appeal to both new shoppers and those loyal Rockstar Energy® fans who are looking for the next great option from the brand,” adds Parker. “The new Blood Orange flavour is joined by other shopper favourites such as Strawberry & Lime, Blueberry, and Peach in the new 330ml line-up.”
To offer better value to shoppers and to help retailers encourage basket spend, in 2025, Rockstar Energy® launched a new price-marked pack (PMP) proposition across its range. Rockstar’s® ‘2 for £2′ PMP seeks to provide greater value for shoppers, particularly appealing to frequent energy drink buyers.
PMPs play a key role in communicating value to consumers, with 51% of shoppers feeling reassured that they are not being overcharged when purchasing PMPs (TWC). Rockstar Energy® is well-positioned to support the convenience channel with its new multibuy PMP.
“Traditional energy drinks aren’t for everyone, and we are noticing a shift in the type of energy drinks some shoppers are looking for. In fact, research reveals just how open shoppers are to broadening their repertoires. This has seen natural energy become the fastest growing segment in the soft drinks category over the last five years (NielsenIQ),” adds Parker.
“For those who are looking for natural energy options, products like Purdey’s Natural Energy, are increasingly attractive. Purdey’s is the number one natural energy brand in grocery (NielsenIQ) and blends fruit juice, natural caffeine, botanicals, and B vitamins and guarana to deliver functional benefits for a natural uplift. It has grown alongside the category from its small beginnings nearly 40 years ago. Unlike some traditional stimulant-led energy drinks, Purdey’s appeals to a diverse and more health-conscious audience.”
Purdey’s unveiled a bold new identity in September – complete with refreshed packaging and flavourful new products. The popular portfolio will now include Berry & Dragon Fruit and Orange & Mango, as well as a reformulated version of the existing favourite, Apple & Grape. Each of the great tasting options are made with 34-35% fruit juice, natural caffeine, B vitamins, botanicals and guarana.
The reformulated Apple & Grape delivers a vibrant and fruity fusion of crisp apple and fresh grape juices, Berry & Dragon Fruit pairs zingy blackberry and exotic dragon fruit flavours for a radiant fusion, while Orange & Mango combines citrusy orange and tropical mango juices for a bright, revitalising lift.
The brand refresh looks to capitalise on the rapid growth of natural energy, which is expected to hit £156m by 2027 (NielsenIQ). Purdey’s new look features a sleek, sophisticated pack design that energises the product’s appearance on-shelf and makes it stand out. The updates also include more prominent call outs of the flavours on-pack, making it easier for shoppers to find and choose their preferred product.
Boost is launching a new range of three great tasting, zero sugar waters with electrolytes. Boost Water+ bridges the gap between flavoured and functional water, offering shoppers something normally delivered via vitamins and supplements, in a convenient ready to drink format. At a £1 price-mark, it also offers great value for money, making it accessible for all shoppers.
Water is a £1.8bn category (IRI), with flavoured water growing by +14% vs last year in symbols & independents (IRI). Functional water, however, is one of the fastest-growing segments in soft drinks, up +43% vs last year and +121% vs three years ago (IRI). This growth is driven by a growing consumer trend for utilising electrolytes in order to hydrate more effectively, with 30% of functional water shoppers choosing electrolytes (Global Insight Services). Boost Water+ presents a major opportunity for retailers to tap into this profitable shopper trend.
Available in Cherry, Citrus and Strawberry & Peach flavours, Boost Water+ performed exceptionally well in consumer research, with 94% stating they loved the taste and more than 90% saying they would buy them (Consumer Market Research).
Lisa McKenna, Boost Brand Director at AG Barr, said: “Water consumption is on the rise and, although shoppers are moving beyond simple thirst-quenching to seek drinks that offer functional benefits, they are not prepared to compromise on taste.
“Boost Water+ delivers more for water consumers – great tasting flavours, electrolytes, zero sugar and just £1 – there is no reason for a shopper not to choose it.
“We are confident that this convenience-exclusive launch from trusted brand Boost will be an incremental sales driver for retailers.”
Launched in time to benefit from the healthy January sales uplift, Boost Water+ will be backed by a heavyweight influencer campaign to reach the target audience of 18–34-year-olds. A full suite of PoS materials, designed to drive trial and educate shoppers, will be available for retailers.
Kate Abbotson – Senior External Communications Manager at Coca-Cola Europacific Partners, comments: “The energy drinks category continues to perform well as one of the most resilient and dynamic growth segments in soft drinks (Nielsen), thanks to its diverse flavour appeal and trusted brands.
“The category is now worth over £2.4bn and volume sales are rising (Nielsen) – in line with CCEP’s long-term vision that projects the energy category will reach £3.8bn by 2030.
“Monster is instrumental in this success as the fastest-growing major energy brand in GB (Nielsen). It delivers big brand appeal and bold flavours at accessible price points, while innovation and performance continue to drive demand.”
The core Monster range is led by the iconic Original variant, now worth £140m in retail (Nielsen), and joined by Monster Original Zero Sugar – a landmark innovation in the category – which has delivered £60m (Nielsen) in sales just two years from launch.
Monster is known for its action-packed innovation pipeline, delivering 61% (Nielsen) of all energy drink innovation sales in the past year alone. Last year it expanded choice across its key growth platforms, with launches including zero sugar Monster Ultra Fantasy Ruby Red – part of the Monster Ultra range, GB’s no.1 zero sugar energy brand (Nielsen) – Monster Juiced Rio Punch, and Monster Lando Norris Zero Sugar. Relentless has also expanded its presence with Relentless Guava, which has already delivered more than £1.7 million in value sales (Nielsen).
“In 2026 we will see even more focus on not just flavour driven innovation, but functionality too,” adds Abbotson.
“Many are looking for drinks with added benefits to fuel them during their workout, which is why performance energy drinks are growing in popularity.”
Reign Storm Clean Energy is aimed at a different occasion and audience in a smaller niche market compared to Monster and Relentless. It appeals to fitness enthusiasts with its functional recipe, expanding range and fitness-led marketing activity.
The Clean Energy range forms part of the emerging wellness energy segment. Featuring three tropical flavours – Valencia Orange, Peach Nectarine and Kiwi Blend, the range uses natural colours and flavours, with no added preservatives and zero sugar. It also contains vitamins and minerals alongside naturally-sourced plant-based caffeine from green coffee beans, guarana and green tea.
Nick Bentley, Commercial Director, CELSIUS, comments: “Recent surveys and reports which indicate sports participation overall has risen in the UK in recent years. 69% of Britons are trying to live a “healthier lifestyle” and only 53% of people feel good mentally and physically.
“Adult participation, measured by frequency of activity, has reached historic highs with expenditure on sports participation increasing with younger adults (Gen Z) and running among the fastest growing segments of participation.”
It is this growing engagement that supports increased interest and consumption in sports and energy nutrition products, as consumers look for performance support, recovery, and hydration solutions tied to their active lifestyles.
What used to be rooted in performance culture is now being defined by a wider audience which is leading the significant expansion and appeal of the sector.
Consumers are more conscientious than ever about what they’re putting into their bodies.
Their behaviour is one of the key drivers of the energy drink sector growth.
They are demanding more function, more flavour, more alignment to their lifestyle and more energy to make the most of every day. They want natural flavours that they recognise and great taste without a tonne of sweeteners or preservatives, if any.
“This is why we’re so excited to introduce our ‘core’ line-up of fruit-forward flavours to the UK, at a time of year when health and wellness is top of mind,” adds Bentley.
“CELSIUS was born in fitness, initially available in gyms and vitamin shops before going mainstream in the US so we’ve been ahead of this shift. A trendsetter in the energy drink category, with our 100% zero sugar portfolio providing the better-for-you energy (compared to full-sugar energy drinks). CELSIUS’ LIVE FIT mantra meets consumers on their wellness journeys with balanced and impactful beverages that help them to meet their goals.
Consumers today are making more intentional beverage choices, reaching for functional, sugar-free products that complement their active, wellness-oriented lifestyles. They want beneficial ingredients without sacrificing flavour.
Brands are looking to meet this preference. The shift to zero sugar energy drinks is fuelling one of the fastest growing segments in the category. The future of energy drinks is in the “better for you” category of beverages.
“Zero sugar is core to our brand identity – our entire CELSIUS portfolio of fruit-forward flavours is sugar free. We routinely challenge consumer perceptions that you can have a great tasting, functional energy drink without the need for sugar, preservatives, or artificial flavours or colours,” says Bentley.
“Key trends that are playing out in the UK market align with our brand proposition – no/low sugar, flavour, “better for you” functionality – coupled with category growth.”
With 82% of Britons seeing traditional sugary beverages as harmful, functional beverages have grown £84m since 2020 and is the fastest growing sub-category of soft drink beverages YTD at 25.1%.
“Retailers tell us they want brands that drive incremental penetration, recruit new shoppers, and deliver consistent, strong ROS,” Bentley continues. “We are working with them to meet their needs, and they are responding with deeper shelf space, more clearly segmented fixtures and growing appetite for true functional differentiation.”
CELSIUS continues to disrupt the growing performance energy space and is now ranked the third-largest energy drink in the US where it contributed around 30% of all US energy drink category growth in 2024. That growth is being seen in international markets including in the UK and Ireland.
CELSIUS began the new year with the launch of four new zero sugar, fruit-forward flavours for consumers in the UK and Ireland.
The flavours – Sparkling Raspberry Peach, Sparkling Mango Lemonade, Sparkling Kiwi Guava, and Sparkling Strawberry Watermelon – are part of the brand’s ‘core’ line-up that have helped make CELSIUS the fastest growing energy drink brand in the U.S.
The launch is engineered to capitalise on the seasonal surge in fitness culture and maximise incrementality for retailers. The brand’s ‘core’ range features striking, clean can designs that are emblematic of the CELSIUS LIVE FIT™ ethos.
Garrett Quigley, President – Celsius International, said “We are excited for consumers in the UK and Ireland to experience the latest innovation from CELSIUS. We believe the zero sugar, fruit-forward flavours that distinguish CELSIUS from traditional energy drinks align with consumers’ evolving needs for great taste without compromise. This innovation is designed to bring new consumers into the growing energy category, drive growth, and be a meaningful contributor to higher basket value for our retailers.”
The new CELSIUS flavours reflect the brand’s commitment to drive category growth through continued innovation with fruit-forward offerings, keeping loyal fans engaged while attracting new shoppers. They will be available across major retailers, convenience stores, and gyms and supported by sampling, activations, and high-impact POS displays.
Additionally, Sparkling Raspberry Peach and Sparkling Mango Lemonade flavours will be available as a multipack for the first time in the UK and Ireland. The introduction of multipacks offers retailers a ‘drink later’ format that enables consumers to stock up their cupboards and conveniently add CELSIUS to their daily routines.
Born in fitness, CELSIUS is a functional energy drink brand that combines bold taste and a blend of essential vitamins and caffeine without sugar or preservatives. CELSIUS supports active lifestyles with a blend of essential vitamins which contribute to the normal function of the immune system (B6, B12, C) and the reduction of tiredness and fatigue (B2, B3, B5, B6, B12, C), while helping to increase alertness and improve concentration (caffeine).
Luke Morgan, Head of Convenience & Wholesale, Grenade, comments: “The protein category continues to perform well with the protein bar segment worth £163.2m, +6% vs previous 52 weeks (Circana). Snacks that offer protein as a functional ingredient remain in high demand from shoppers across the UK, but not all protein snacks are created equal. While we know that protein is a key ingredient that shoppers seek out when it comes to healthier snacking, it’s when protein-packed snacks can also deliver on flavour when we see this category challenge more established ones such as confectionery or crisps.
“And not all protein shoppers are looking for the same type of protein snack. We see two distinct types of shoppers in this category—those that are embarking on active lifestyles and those that are looking for alternative, healthier snacks.
“Where we find that these two types of shoppers collide is when it comes to if the snack is satisfying, convenient, has a good amount of protein and of course, tastes great.”
As Grenade is looking to continue to grow the protein category and continues to recruit shoppers into bars and shakes, the brand works closely with retail partners to drive visibility and education around protein and protein bars and shakes where it offers market-leading products.
“Innovation is key to driving growth in the protein bar category,” adds Morgan. “We know that as the market leader, when we launch new product innovation, we not only drive sales but also recruit new consumers to the category.”
The brand’s latest innovation, the limited-edition Soft Core Creme Egg protein bar, is its softest protein bar yet and a completely new format of bar. It is made from light, fluffy protein dough with a decadent signature yolk-coloured Creme Egg flavoured filling, all wrapped in smooth milk chocolate.
The Soft Core Creme Egg protein bar is the first ever official Creme Egg flavoured protein product and is designed to drive consumer interest and recruit new consumers to the category. This bar is ideal for consumers looking for a snack on the go, some fuel between meetings or a post-gym perk.
While this 45g bar has a more indulgent texture and taste, it is also packed with over 13 grams of protein and has just 2 grams of sugar and is non-HFSS.
The new year often brings new habits and among those are ones centred around health and wellness, which ties in nicely with the growing protein trend. As the category continues to grow, protein has appeared in more food and drink categories like yoghurt and cereals, for example. These categories help fuel interest in protein products and have a role to play in haloing the benefits of protein. Protein bars and shakes, however, continue to hold more than 96% of category value (Circana).
Consumers are buying protein bars for a variety of reasons. The primary driver is the amount of protein the bar contains with 42% of consumers looking for bars that contain 20g or more protein (Market Measures). With 20g or more protein in all of the Grenade 60g bars and 330ml protein shakes, the range caters towards this appetite for high-protein products. In addition to protein levels, consumers are also looking for better-for-you alternatives that deliver on flavour, but without the added sugar.
Shaun Whelan, Head of Convenience at Jack Link’s, comments: “As shoppers move past festive indulgence and into the New Year, many are looking to reset their snacking habits, with a growing focus on products that support active lifestyles, sport and fitness. Whether it’s post-gym recovery, team sports, or on-the-go fuel between training sessions, demand is increasing for snacks that deliver lasting energy. As participation in sport and fitness continues to rise, high-protein, lower-calorie snacks are becoming an essential part of everyday routines. As a result, the jerky and biltong segment is fast becoming one of the most dynamic parts of the bagged snacks market.”
The category is one of the fastest-growing segments within crisps, nuts and bagged snacks, now worth over £40 million RSV and continuing to expand in both value and volume.
Demand for high-protein, low-sugar snacks is creating fresh momentum in meat snacks, particularly among younger shoppers and active consumers seeking an alternative to crisps and confectionery.
As more consumers look for snacks that support sustained energy and recovery, meat snacks are becoming an increasingly relevant choice. With fewer than one in ten households currently purchasing jerky, there is still a significant opportunity to drive category expansion. The combination of protein-rich nutrition, bold flavour and no-mess convenience makes jerky a compelling option for sport, fitness and on-the-go snacking occasions.
The growth of Jack Link’s has been fuelled by the winning combination of functional nutrition and bold flavour. As active consumers look for snacks that are satisfying without being heavy or greasy, Jack Link’s protein-rich beef jerky delivers on both taste and performance.
Jack Link’s Beef Jerky Original 25g has the highest unit rate of sale in the category, making it an easy entry point for new shoppers, while the 60g pack performs strongly for longer training days and sharing occasions. Flavour innovation plays a key role in engagement – Sweet & Hot and Teriyaki have been standout performers, offering a balance of indulgence and heat that resonates strongly with younger, active shoppers looking for something more exciting than traditional crisps.
Once shoppers trial the category, repeat purchase is strong. That loyalty reflects how well jerky fits into active routines – it’s filling, flavour-packed and easy to consume on the go.
For sports and fitness consumers, sustained energy is key and Jack Link’s naturally supports this need.
Jack Link’s offers a lean, high-protein, low-calorie snack that’s ideal for busy, active lifestyles. The brand’s products provide lasting satisfaction making them a practical option before or after exercise. Made from 100% lean beef, the jerky contains fewer than 70 calories per 25g serving and is naturally low in fat, delivering functional fuel without compromising on taste.
This positioning has helped meat snacks emerge as a credible alternative to crisps and confectionery for daytime, on-the-go and sport-led snacking occasions, offering flavour, texture and protein-driven satiety. Jerky and biltong represent a high-growth, high-margin opportunity that aligns strongly with sport, fitness and health-led shopper missions.
Jack Link’s products require no refrigeration and offer a nine-month shelf life, helping minimise waste while maintaining reliable margins.
Ellie Thornton, Senior Category Manager at Phizz, comments: “Protein powders and meal replacement shakes are maintaining strong growth but Hydration is the fastest growing segment in UK sports nutrition. Other functional supplements like creatine and magnesium are still small but growing quickly.”
Consumers want solutions that support overall wellbeing, including stress management, sleep hygiene, immune health, and social connection. The top 3 most important health factors to UK consumers incorporate both mental and physical health: good sleep, emotional and mental health, and protection from disease. Products that work, offer more than just one health benefit and that can fit seamlessly into people’s busy lives are winning in the market.
Orange is the most popular flavour for the Phizz brand and citrus is the best performing flavour in the category. Orange daily 3-in-1 is the number one hydration product in the UK, while innovation like Daily Energy and Daily Immune+ is driving growth.
Phizz is the number one hydration enhancer brand in UK retail and the number one contributor to growth. Phizz brought more new buyers to the category than any other hydration brand in the past year (it drove 25% of all new hydration buyers).
“Education before consumers get into stores is essential. Credible, science-backed brands have a role in helping consumers discern real claims from marketing fluff to ensure consumers don’t waste their money and eventually come back to the category again and again,” adds Thornton.
“As the category grows rapidly and retailers expand their ranges, its important that consumers can still navigate the shelf and find the product that’s right for them. Breadth of range is always important but we need to prioritise having breadth of formats, flavours and health benefits as opposed to just 100s of brands- so the consumer can find what they’re looking for.”
Comments are closed.