Energy drinks: a booming market despite concerns from health professionals

The energy drink market continues its spectacular growth in France. Long associated with student parties and festive occasions, these drinks are now appealing to a much wider audience, driven in particular by the influence of social media and the arrival of new brands created by online personalities. According to the consulting firm Xerfi, the market has grown from €180 million in 2016 to nearly €780 million in 2025, an increase that reflects the growing enthusiasm of consumers.

Dominated by Red Bull, which accounts for nearly 60% of sales by value, the sector also sees Monster holding approximately 30% of the market, while new players are trying to carve out a niche. These include Celsius, Maison Perrier Energize, and Ciao Energy, the new brand launched by content creators Lena Situations, Inoxtag, and Squeezie. These new products often rely on recipes presented as more natural or lower in sugar to appeal to a wider customer base.

An alternative to coffee and alcohol for younger generations

According to industry experts, energy drinks are benefiting from changing consumption habits. Younger generations consume less alcohol and coffee than their elders, which is fostering the emergence of new drinks that boost alertness and concentration. Manufacturers are therefore seeking to position their products as everyday companions, whether for work, sports activities, or digital entertainment.

To stand out, some brands are highlighting a more responsible composition, with less sugar or naturally sourced ingredients. Ciao Energy, for example, claims to offer a drink containing nearly three times less sugar than a typical energy drink. This marketing strategy specifically targets health-conscious consumers and women, a demographic historically less targeted by this type of product.

Health risks are regularly reported

Despite their popularity, energy drinks continue to raise concerns among health authorities. The French Agency for Food, Environmental and Occupational Health & Safety (ANSES) points out that the term "energy drink" does not correspond to any precise regulatory definition. These products generally contain caffeine, taurine, vitamins, sweeteners, or various plant extracts intended to stimulate the body.

The effects of caffeine on alertness are well known, but excessive consumption can cause numerous side effects. Health professionals mention sleep disturbances, anxiety, headaches, and heart palpitations. In France, several cases of serious adverse effects have already been reported, including heart rhythm disorders and, in some exceptional cases, cardiac arrest.

The debate on underage drug use has been reignited.

Experts point out that the risks increase when these drinks are consumed in large quantities or combined with alcohol. Although a can typically contains a similar amount of caffeine to a regular cup of coffee, consumption habits and the accumulation of doses can have significant effects on some people, especially younger individuals.

Faced with these concerns, several European countries are considering strengthening their regulations. In the United Kingdom and Spain, proposals to ban the sale of energy drinks to minors under 16 are currently under consideration. In France, health professionals are also calling for greater vigilance regarding the promotion of these products to teenagers, as their popularity continues to grow in a market that has become one of the most dynamic in the beverage industry.