Innovation Insights - Articles and Reports

An Amazonian battle is on for the heart of the energy drink customer

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Publication date: 06/06/2019
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The energy drink sector has seen a drop in sales, but the future looks bright thanks to drink entrepreneurs breathing new life into the market, by bridging the gap between health-conscious consumers and performance boosting drinks.

According to market research company, Kantar Worldpanel, the energy drink sector experienced a sales slump of 3.7%, that’s a decline of £8.6 million year-on-year between February 2017 and February 2018.

Sales have been affected by the perceived lack of ingredient transparency, and a growing demand for healthier versions of energy drinks.

This is leading some adventurous drink producers to venture deep into the Amazon jungle in search of a solution. Can Scottish drink companies afford to leave others to seek out the brain-boosting plants that could re-energise the industry, and grow the customer base?

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