Italy Energy Drink Market Report: Trends, Growth and Forecast (2025-2030)
By Product (Alcoholic, Non-Alcoholic), By Consumption (Drinks, Shots, Mixers), By Nature (Conventional, Natural/Organic), By Flavour (Flavoured, Unflavoured), By Packaging (Bottles, Metal Cans, Pouches, Others), By Packaging Size (Small, Medium, Large), By End User (Teenagers, Adults, Geriatric), By Sales Channel (On-Trade, Off-Trade)
- Food & Beverage
- Nov 2025
- VI0084
- 114
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Italy Energy Drink Market Statistics, 2025
- Market Size Statistics
- Energy Drink in Italy is estimated at $ 390 Million.
- The market size is expected to grow to $ 455 Million by 2030.
- Market to register a CAGR of around 2.6% during 2025-30.
- Product Shares
- Non Alcoholic Energy Drinks grabbed market share of 95%.
- Non Alcoholic Energy Drinks to witness a volume CAGR of around 2.91%.
- Competition
- More than 10 companies are actively engaged in producing Energy Drink in Italy.
- Top 5 companies acquired 75% of the market share.
- Coca-Cola HBC Italia Srl, Royal Unibrew A/S, Go & Fun SpA, Red Bull Srl, Biscaldi Luigi Import-Export Srl etc., are few of the top companies.
- Sales Channel
- Off-Trade grabbed 70% of the market.
Italy Energy Drink Market Outlook
Italy energy drinks market will witness consistent expansion during the forecast period (2025–2030) with the support of greater distribution and ongoing product development. Although energy drinks have already established a strong foothold in conventional grocery stores, expansions in the future are anticipated to emerge from undeveloped channels such as vending machines, warehouse clubs, and independent local grocers. Players like Red Bull are now putting more emphasis on these territories to reach new consumption moments and access untapped consumer segments.
Nevertheless, the market is not expected to go back to the double-digit rates of growth in past years. Among the main drivers of growth limitation is the category's growing maturity. Moreover, growing health concerns due to energy drinks and the 2025 launch of the sugar tax in Italy can slow consumption. Though lower-sugar versions exist, they have experienced limited success so far, with some consumers puking at their taste or shunning artificial sweeteners.
Nevertheless, low-sugar energy drinks are likely to surpass the normal ones in volume terms in the forecast period. Companies such as Monster Energy, which have already invested in the segment, are poised to reap from this trend. Red Bull is also set to introduce low-sugar variants to ensure it remains in the lead in the market.
Competition will increase, especially from functional bottled water and sports drinks. Companies such as Prime Hydration have picked up rapidly, particularly with young consumers, due to marketing through influencers. Functional drinks with natural claims to boost energy may offer a good alternative to conventional energy drinks, further squeezing existing players.
Italy Energy Drink Market Growth Driver
Energy drinks continued to do well in 2024, riding high on robust growth in the last three years. The energizing claim remained very much on-point in Italy, not only for soft drinks but also for packaged food and dietary supplements. While consumers were back to hectic lifestyles following the pandemic, a number of them resorted to energy drinks for a boost during long working hours, intense study marathons, or while partying with friends. This change in lifestyle aided in maintaining demand among different consumer groups.
While energy drinks experienced only a modest unit price gain in 2023, prices increased a little more in 2024, in contrast to other soft drinks categories where prices stabilised. This, combined with increasing maturity in the category and adverse weather in northern Italy, slowed off-trade volume development to single digits slightly. Nevertheless, notwithstanding all this, the category continued to achieve healthy growth, demonstrating its high market relevance.
Italy Energy Drink Market Challenge
Although energy drinks in Italy are set to keep on expanding in off-trade volume terms, a number of factors are set to temper this growth. The category is subject to rising maturity, constraining additional fast development, while escalating health concerns regarding energy drinks are encouraging consumers to turn towards healthier options. The launch of Italy's sugar tax in 2025 is also likely to further put pressure on the market, since many consumers are still not open to lower sugar alternatives because of dissatisfaction with taste or fear of artificial sweeteners.
Even though some companies such as Monster and Red Bull are now introducing low-sugar alternatives, combined sales of these products are still far lower than standard alternatives, offering a significant challenge to achieving long-term growth in the coming years.
| Report Coverage | Details |
|---|---|
| Market Forecast | 2025-30 |
| USD Value 2024 | $ 390 Million |
| USD Value 2030 | $ 455 Million |
| CAGR 2025-2030 | 2.6% |
| Largest Category | Non Alcoholic Energy Drinks segment leads with 95% market share |
| Top Drivers | Growing Preference for Energy-Boosting Beverages Amid Fast-Paced Lifestyles |
| Top Challenges | Rising Health Concerns and Sugar Tax Threaten Energy Drink Growth |
| Key Players | Coca-Cola HBC Italia Srl, Royal Unibrew A/S, Go & Fun SpA, Red Bull Srl, Biscaldi Luigi Import-Export Srl, Suntory Holdings Limited, Vitamin Well AB, Congo Brands, Monster Beverage Corporation, PepsiCo, Inc. and Others. |
Italy Energy Drink Market Segmentation Analysis
The most popular selling segment under the sales channel is Off-Trade, led by modern grocery retailers like supermarkets, convenience stores, and hypermarkets. These are the selling channels that have been most responsible for the increased energy drink sales in Italy over the past few years. With the category beginning to mature within these retail outlets, top brands are still maintaining presence and shopper access through high shelf presence and frequent promotions.
Yet, there are some Off-Trade channels that are still underdeveloped and hold growth opportunity. Red Bull and similar brands are more and more concentrating on growing by means of warehouse clubs, cash-and-carry stores, and vending machines. Vending, most notably, is growing in prominence as a result of advances in contactless and digital payment, so consumers can purchase more conveniently and speedily. In-shop branded vending machines located in high-traffic areas such as train stations not only generate sales but also serve as an advertisement, particularly for regions with poor retail access.
Top Companies in Italy Energy Drink Market
The top companies operating in the market include Coca-Cola HBC Italia Srl, Royal Unibrew A/S, Go & Fun SpA, Red Bull Srl, Biscaldi Luigi Import-Export Srl, Suntory Holdings Limited, Vitamin Well AB, Congo Brands, Monster Beverage Corporation, PepsiCo, Inc., etc., are the top players operating in the Italy Energy Drink Market.
Frequently Asked Questions
Related Report
1. Market Segmentation
1.1. Research Scope
1.2. Research Methodology
1.3. Definitions and Assumptions
2. Executive Summary
3. Italy Energy Drinks Market Policies, Regulations, and Standards
4. Italy Energy Drinks Market Dynamics
4.1. Growth Factors
4.2. Challenges
4.3. Trends
4.4. Opportunities
5. Italy Energy Drinks Market Statistics, 2020-2030F
5.1. Market Size & Growth Outlook
5.1.1.By Revenues in US$ Million
5.1.2.By Quantity Sold (Million Liters)
5.2. Market Segmentation & Growth Outlook
5.2.1.By Product
5.2.1.1. Alcoholic- Market Insights and Forecast 2020-2030, USD Million
5.2.1.2. Non-Alcoholic- Market Insights and Forecast 2020-2030, USD Million
5.2.2.By Consumption
5.2.2.1. Drinks- Market Insights and Forecast 2020-2030, USD Million
5.2.2.2. Shots- Market Insights and Forecast 2020-2030, USD Million
5.2.2.3. Mixers- Market Insights and Forecast 2020-2030, USD Million
5.2.3.By Nature
5.2.3.1. Conventional- Market Insights and Forecast 2020-2030, USD Million
5.2.3.2. Natural/Organic- Market Insights and Forecast 2020-2030, USD Million
5.2.4.By Flavour
5.2.4.1. Flavoured- Market Insights and Forecast 2020-2030, USD Million
5.2.4.2. Unflavoured- Market Insights and Forecast 2020-2030, USD Million
5.2.5.By Packaging
5.2.5.1. Bottles- Market Insights and Forecast 2020-2030, USD Million
5.2.5.1.1. PET Bottles- Market Insights and Forecast 2020-2030, USD Million
5.2.5.1.2. Glass Bottles- Market Insights and Forecast 2020-2030, USD Million
5.2.5.2. Metal Cans- Market Insights and Forecast 2020-2030, USD Million
5.2.5.3. Pouches- Market Insights and Forecast 2020-2030, USD Million
5.2.5.4. Others- Market Insights and Forecast 2020-2030, USD Million
5.2.6.By Packaging Size
5.2.6.1. Small- Market Insights and Forecast 2020-2030, USD Million
5.2.6.2. Medium- Market Insights and Forecast 2020-2030, USD Million
5.2.6.3. Large- Market Insights and Forecast 2020-2030, USD Million
5.2.7.By End User
5.2.7.1. Teenagers- Market Insights and Forecast 2020-2030, USD Million
5.2.7.2. Adults- Market Insights and Forecast 2020-2030, USD Million
5.2.7.3. Geriatric- Market Insights and Forecast 2020-2030, USD Million
5.2.8.By Sales Channel
5.2.8.1. On-Trade- Market Insights and Forecast 2020-2030, USD Million
5.2.8.2. Off-Trade- Market Insights and Forecast 2020-2030, USD Million
5.2.9.By Competitors
5.2.9.1. Competition Characteristics
5.2.9.2. Market Share & Analysis
6. Italy Alcoholic Energy Drinks Market Outlook, 2020-2030F
6.1. Market Size & Growth Outlook
6.1.1.By Revenues in US$ Million
6.1.2.By Quantity Sold (Million Liters)
6.2. Market Segmentation & Growth Outlook
6.2.1.By Consumption- Market Insights and Forecast 2020-2030, USD Million
6.2.2.By Nature- Market Insights and Forecast 2020-2030, USD Million
6.2.3.By Flavour- Market Insights and Forecast 2020-2030, USD Million
6.2.4.By Packaging- Market Insights and Forecast 2020-2030, USD Million
6.2.5.By Packaging Size- Market Insights and Forecast 2020-2030, USD Million
6.2.6.By End Users- Market Insights and Forecast 2020-2030, USD Million
6.2.7.By Sales Channel- Market Insights and Forecast 2020-2030, USD Million
7. Italy Non-Alcoholic Energy Drinks Market Outlook, 2020-2030F
7.1. Market Size & Growth Outlook
7.1.1.By Revenues in US$ Million
7.1.2.By Quantity Sold (Million Liters)
7.2. Market Segmentation & Growth Outlook
7.2.1.By Consumption- Market Insights and Forecast 2020-2030, USD Million
7.2.2.By Nature- Market Insights and Forecast 2020-2030, USD Million
7.2.3.By Flavour- Market Insights and Forecast 2020-2030, USD Million
7.2.4.By Packaging- Market Insights and Forecast 2020-2030, USD Million
7.2.5.By Packaging Size- Market Insights and Forecast 2020-2030, USD Million
7.2.6.By End Users- Market Insights and Forecast 2020-2030, USD Million
7.2.7.By Sales Channel- Market Insights and Forecast 2020-2030, USD Million
8. Competitive Outlook
8.1. Company Profiles
8.1.1.Red Bull Srl
8.1.1.1. Business Description
8.1.1.2. Product Portfolio
8.1.1.3. Collaborations & Alliances
8.1.1.4. Recent Developments
8.1.1.5. Financial Details
8.1.1.6. Others
8.1.2.Biscaldi Luigi Import-Export Srl
8.1.2.1. Business Description
8.1.2.2. Product Portfolio
8.1.2.3. Collaborations & Alliances
8.1.2.4. Recent Developments
8.1.2.5. Financial Details
8.1.2.6. Others
8.1.3.Coca-Cola HBC Italia Srl
8.1.3.1. Business Description
8.1.3.2. Product Portfolio
8.1.3.3. Collaborations & Alliances
8.1.3.4. Recent Developments
8.1.3.5. Financial Details
8.1.3.6. Others
8.1.4.Royal Unibrew A/S
8.1.4.1. Business Description
8.1.4.2. Product Portfolio
8.1.4.3. Collaborations & Alliances
8.1.4.4. Recent Developments
8.1.4.5. Financial Details
8.1.4.6. Others
8.1.5.Go & Fun SpA
8.1.5.1. Business Description
8.1.5.2. Product Portfolio
8.1.5.3. Collaborations & Alliances
8.1.5.4. Recent Developments
8.1.5.5. Financial Details
8.1.5.6. Others
8.1.6.Suntory Holdings Limited
8.1.6.1. Business Description
8.1.6.2. Product Portfolio
8.1.6.3. Collaborations & Alliances
8.1.6.4. Recent Developments
8.1.6.5. Financial Details
8.1.6.6. Others
8.1.7.Vitamin Well AB
8.1.7.1. Business Description
8.1.7.2. Product Portfolio
8.1.7.3. Collaborations & Alliances
8.1.7.4. Recent Developments
8.1.7.5. Financial Details
8.1.7.6. Others
8.1.8.Congo Brands
8.1.8.1. Business Description
8.1.8.2. Product Portfolio
8.1.8.3. Collaborations & Alliances
8.1.8.4. Recent Developments
8.1.8.5. Financial Details
8.1.8.6. Others
8.1.9.Monster Beverage Corporation
8.1.9.1. Business Description
8.1.9.2. Product Portfolio
8.1.9.3. Collaborations & Alliances
8.1.9.4. Recent Developments
8.1.9.5. Financial Details
8.1.9.6. Others
8.1.10. PepsiCo, Inc.
8.1.10.1. Business Description
8.1.10.2. Product Portfolio
8.1.10.3. Collaborations & Alliances
8.1.10.4. Recent Developments
8.1.10.5. Financial Details
8.1.10.6. Others
9. Disclaimer
| Segment | Sub-Segment |
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| By Product |
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| By Consumption |
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| By Nature |
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| By Flavour |
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| By Packaging |
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| By Packaging Size |
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| By End User |
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| By Sales Channel |
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Research Methodology
This study followed a structured approach comprising four key phases to assess the size and scope of the electro-oxidation market. The process began with thorough secondary research to collect data on the target market, related markets, and broader industry context. These findings, along with preliminary assumptions and estimates, were then validated through extensive primary research involving industry experts from across the value chain. To calculate the overall market size, both top-down and bottom-up methodologies were employed. Finally, market segmentation and data triangulation techniques were applied to refine and validate segment-level estimations.
Secondary Research
The secondary research phase involved gathering data from a wide range of credible and published sources. This step helped in identifying industry trends, defining market segmentation, and understanding the market landscape and value chain.
Sources consulted during this phase included:
- Company annual reports, investor presentations, and press releases
- Industry white papers and certified publications
- Trade directories and market-recognized databases
- Articles from authoritative authors and reputable journals
- Gold and silver standard websites
Secondary research was critical in mapping out the industry's value chain and monetary flow, identifying key market segments, understanding regional variations, and tracking significant industry developments.
Other key sources:
- Financial disclosures
- Industry associations and trade bodies
- News outlets and business magazines
- Academic journals and research studies
- Paid industry databases
Primary Research
To validate secondary data and gain deeper market insights, primary research was conducted with key stakeholders across both the supply and demand sides of the market.
On the demand side, participants included decision-makers and influencers from end-user industries—such as CIOs, CTOs, and CSOs—who provided first-hand perspectives on market needs, product usage, and future expectations.
On the supply side, interviews were conducted with manufacturers, industry associations, and institutional participants to gather insights into current offerings, product pipelines, and market challenges.
Primary interviews provided critical inputs such as:
- Market size and revenue data
- Product and service breakdowns
- Market forecasts
- Regional and application-specific trends
Stakeholders consulted included:
- Leading OEM and solution providers
- Channel and distribution partners
- End users across various applications
- Independent consultants and industry specialists
Market Size Estimation and Data Triangulation
- Identifying Key Market Participants (Secondary Research)
- Goal: To identify the major players or companies in the target market. This typically involves using publicly available data sources such as industry reports, market research publications, and financial statements of companies.
- Tools: Reports from firms like Gartner, Forrester, Euromonitor, Statista, IBISWorld, and others. Public financial statements, news articles, and press releases from top market players.
- Extracting Earnings of Key Market Participants
- Goal: To estimate the earnings generated from the product or service being analyzed. This step helps in understanding the revenue potential of each market player in a specific geography.
- Methods: Earnings data can be gathered from:
- Publicly available financial reports (for listed companies).
- Interviews and primary data sources from professionals, such as Directors, VPs, SVPs, etc. This is especially useful for understanding more nuanced, internal data that isn't publicly disclosed.
- Annual reports and investor presentations of key players.
- Data Collation and Development of a Relevant Data Model
- Goal: To collate inputs from both primary and secondary sources into a structured, data-driven model for market estimation. This model will incorporate key market KPIs and any independent variables relevant to the market.
- Key KPIs: These could include:
- Market size, growth rate, and demand drivers.
- Industry-specific metrics like market share, average revenue per customer (ARPC), or average deal size.
- External variables, such as economic growth rates, inflation rates, or commodity prices, that could affect the market.
- Data Modeling: Based on this data, the market forecasts are developed for the next 5 years. A combination of trend analysis, scenario modeling, and statistical regression might be used to generate projections.
- Scenario Analysis
- Goal: To test different assumptions and validate how sensitive the market is to changes in key variables (e.g., market demand, regulatory changes, technological disruptions).
- Types of Scenarios:
- Base Case: Based on current assumptions and historical data.
- Best-Case Scenario: Assuming favorable market conditions, regulatory environments, and technological advancements.
- Worst-Case Scenario: Accounting for adverse factors, such as economic downturns, stricter regulations, or unexpected disruptions.
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