Energy drinks in Germany

: a study about consumers, perceptions, drivers and barriers of consumption

Abstract

Caffeine is the most consumed stimulant worldwide. Energy drinks are one of the multiple beverages that include a large amount of caffeine. Relatively new introduced to the market, the energy drink market has a huge growth potential within the next decade and is forecasted to grow at a CAGR of 8.2%. This dissertation aims to analyze the drivers and barriers of energy drink consumption and investigate differences in perception among age groups. This study explores different views of consumers and non-consumers and focuses on different opinions about energy drinks among age groups. To be able to analyze these aspects, qualitative and quantitative data collection was chosen to gain valuable insights into energy drink consumption. The literature part of this dissertation elaborates on the current market situation in Germany and provides an overview of the essential players. In addition, it shows a consumer profile and motives and obstacles to energy drink consumption. Primary data was collected through ten in depth interviews and was divided into two groups: consumer and non-consumer. A survey was deducted to investigate further consumer behavior, which 333 participants filled out. This study shows that there are significant differences between consumer and non-consumer groups and significant differences in energy drink perception among age groups.

Date of Award	28 Jun 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Miguel Rita (Supervisor)