Abstract
The on-the-go market has witnessed continued, robust growth over the past five years and this shows no signs of abating in the next five years. The demand for on-the-go products has been set in motion by significant shifts in the underlying structure of socio-cultural and economic patterns. These range from a progressively faster pace of life driven by technological advances to changing employment and household structures. The result is an ever more pervasive just-in-time culture and an increased need for mealtime flexibility. Consequently, this has attracted manufacturers and retailers to the potentially lucrative business of meeting consumers' convenience consumption needs on-the-go.
New innovations continue to hit the market, using more imaginative and sophisticated solutions for convenient out-of-home consumption. Consumers' breadth of choice on-the-go is constantly being expanded as manufacturers continue to specifically target these occasions. At the same time, on-the-go products are becoming available in more diverse locations as convenience channels expand their networks. In the wake of this activity, as manufacturers target underdeveloped occasions to a greater extent, it will become increasingly difficult to compete for share of on-the-go expenditure. These developments now prompt a reassessment of the on-the-go opportunity.
In this study, we will analyze the origin of the energy drinks market (I), in order to give an overview of this market, especially in Europe (II). Finally, we will try to define the future of the energy drinks market (III).
