article

Energy Drinks Are The New Coffee For European Gen Z

The majority of European Gen Z regularly consume energy drinks, and a growing number of brands are trying to cater to their thirst…

Written and Edited by the YPulse Editorial Team

Aug 13 2024
Western Europe

KEY TAKEAWAYS

Energy drinks are hugely popular among European Gen Z, significantly more than coffee
Brands in the industry are redoubling their efforts to reach young Europeans by releasing new flavors and partnering with celebs
YPulse predicts that many coffee shop brands in Western Europe will soon develop their own energy drinks to cater to Gen Z’s taste—some have already started in the U.S.

Energy drink consumption has exploded in recent years, and studies suggest that Gen Z is leading the way. But just like any other of Gen Z’s bad habits (namely, vaping), energy drinks are a controversial topic in Western Europe. Still, brands in this growing industry, which is expected to reach a total value of $177B by 2031, are aggressively innovating to reach young Europeans through new flavors, packaging, and collabs with celebs. This is happening while governments are pointing at the addictive effects of these drinks and even threatening to ban them to curb the trend—but Gen Z shows no...