GfK: the market of energy drinks is on a growth path again

The consumers of energy drinks are getting younger and younger, and lower-income households also do not save on this kind of drinks, because they purchase increasing volumes of energy drinks – the datas of GfK Hungária’s household panel shows. GfK Hungária’s household panel is monitoring the trends of fast moving consumer goods. After the significant decline of last year, the further decline in the performance of commercial brands has stopped in the first five months of 2013 and they were able to improve their position again.

The year started well in the energy drinks market: in the first five months of 2013, nearly 23 percent more energy drinks were consumed in the food retail sector, compared to the same period of the last year. While following the introduction of the so-called chips tax, the average price of energy drinks increased significantly – by nearly a third.  In terms of sales volume, in the first half 2012 there was not a significant decline and was virtually stagnant in the first five months of 2011.