“Energy beverages are becoming more accessible, more habitual, and more culturally relevant. As they gain traction, coffee as a source of energy is facing mounting headwinds: escalating commodity prices and tariff pressures are making it less attainable for everyday consumers. The shift is already underway. To stay ahead, energy beverage manufacturers should prioritize affordability and distribution—but that’s just the baseline. The real opportunity lies in elevating the energy drink experience with products that deliver a premium feel, wider functional benefits, and emotional resonance at a reasonable price point.”
Chris Costagli
Vice President, Thought Leadership, F&B Insights Lead
NIQ
