Danish households’ energy drink purchases surge by 90%

According to a new study from Consumer Panel Services (CPS) GfK, there has been a significant increase in energy drink consumption in Denmark over the past year, affecting both younger and older populations. Purchases have risen from 558,000 households in 2019-2020 to 1,062,000 in 2023-2024, marking a 90% increase. The strongest growth is seen in the 60-69 age group, where 23% of households have bought energy drinks this past year, compared to only 9% in 2020. Alexander Josiassen, a consumption professor at Copenhagen Business School, suggests the rise in older adults consuming more may be due to living healthier, longer lives and being more active, necessitating more energy. The sector’s targeting has widened to cater to a broader audience, and increased social acceptance of functional beverages is also cited. During the 2019-2020 coronavirus impact, energy drink consumption likely dropped due to reduced activity but has since recovered.