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 sign of quitting them anytime soon. But exactly how often are European Gen Z drinking energy drinks? In YPulse’s WE Gen Z Vices trend report, we ask European 13-39-year-olds how often they drink energy drinks, and their answers show these drinks truly are this gen’s vice: Almost half of European Gen Z have energy drinks weekly or more On average, 38% of European 13-39-year-olds drink energy drinks weekly or...
- Article
