A quarter of all Germans

consume energy drinks


The user group is expanding,

having almost tripled in the

last six years. Energy drinks

have advanced from a trendy

drink to an established soft

drink for everyday consump-

tion, with a emerging tendency

to sell larger pack sizes. 

The driving force behind the

non-alcoholic beverage market

Energy drink sales are growing 5

times faster, and the correspond-

ing revenue 47 times faster than
the non-alcoholic beverage market
as a whole. This makes them the
non-alcoholic drinks with the best
growth rates by far. 

 The only premium brand that
can deliver large-size packs


effect® has an average price
per litre of 2.93 €, which puts
it in a premium price position
in the non-alcoholic beverage
market. In the energy drink
market, this intelligent price
positioning means that the
product is also recognised as
a brand in large-size packs. 

 Market share of 9.2% in the
premium segment with effect®


effect® has a market share of
9.2% in the premium segment
of energy drinks in Germany.
The brand is the largest energy
drink to have been developed
in Germany, where it is an
uncontested second place* in
the market.  
Source: consumer analysis 2010 Source: Nielsen, first half-year of
2009/2010
Source: Nielsen, YTD calendar
week 26/10   
Source: Nielsen, Zenith Int.