Coca-Cola Europacific Partners (CCEP) has introduced a new variant to its Relentless energy drink portfolio, a citrus Guava flavor aimed at capitalizing on the growing trend for flavored energy drinks, particularly among Gen Z in the UK.
The roll-out, on May 10 2025, is all part of CCEP's strategy to enhance its market share in the value energy drinks segment, which currently stands at over £2.1 billion.
The market for energy drinks has grown dramatically, with flavored energy drinks responsible for £881.7 million in sales in the past year. Relentless, which is now ranked as the fourth largest energy drink brand in Great Britain, has a value of £37.6 million.
The success of the brand has been fueled by a strong core range and a spirit of continuous product innovation, such as with the recent addition of the low-sugar Fruit Punch flavor that has seen very high sales since its launch.
As per coherent market insights, functional beverage industry is expected to grow at a CAGR of 8.6% throughout the forecast period 2025-2032. The market is expected to reach USD 225.9 Bn in 2025 and is expected to reach USD 402.46 Bn by 2032. Industry size is being driven by growing consumer demand for health-promoting products.
Consumer trends are moving towards lower-sugar products, particularly among young adults. Mintel's 2024 report highlights a clear trend that consumers are looking more and more for healthier alternatives in the energy drinks segment. The new Guava flavor, which is a "sweet-but-tangy" drink, is targeted to fill this gap, particularly during summer when fruit flavors have a better chance of appealing to consumers.
Source:
Ecommerce PLatform: FOODBEV MEDIA Ltd.
Company: Coca-Cola Europacific