MarketLineIC IndiaEnergyDrinks 070823

MarketLine Industry Profile
Energy Drinks in
India
November 2016
Reference Code: 0102-2910
Publication Date: November 2016
WWW.MARKETLINE.COM
MARKETLINE. THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED
India - Energy Drinks 0102 - 2910 - 2015
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EXECUTIVE SUMMARY
Market value
The Indian energy drinks market grew by 23.5% in 2015 to reach a value of $169.5 million.
Market value forecast

In 2020, the Indian energy drinks market is forecast to have a value of $445.5 million, an increase of 162.8% since 2015.
Market volume
The Indian energy drinks market grew by 15.9% in 2015 to reach a volume of 20 million liters.
Market volume forecast

In 2020, the Indian energy drinks market is forecast to have a volume of 40.7 million liters, an increase of 103.8% since
2015.
Geography segmentation
India accounts for 0.9% of the Asia-Pacific energy drinks market value.
Market share
Red Bull GmbH is the leading player in the Indian energy drinks market, generating a 78.7% share of the market's value.
Market rivalry
The Indian energy drinks market is highly concentrated, with the top four leading players accounting for 94.9% of the
market’s value, indicating greater levels of rivalry between players.

TABLE OF CONTENTS
Executive Summary......................................................................................................................................................... 2
Market value ................................................................................................................................................................ 2
Market value forecast .................................................................................................................................................. 2
Market volume ............................................................................................................................................................. 2
Market volume forecast ............................................................................................................................................... 2
Geography segmentation ............................................................................................................................................ 2
Market share................................................................................................................................................................ 2
Market rivalry ............................................................................................................................................................... 2
Market Overview.............................................................................................................................................................. 7
Market definition .......................................................................................................................................................... 7
Market analysis............................................................................................................................................................ 7
Market Data ..................................................................................................................................................................... 8
Market value ................................................................................................................................................................ 8
Market volume ............................................................................................................................................................. 9
Market Segmentation .................................................................................................................................................... 10
Geography segmentation .......................................................................................................................................... 10
Market share.............................................................................................................................................................. 11
Market distribution ..................................................................................................................................................... 12
Market Outlook .............................................................................................................................................................. 13
Market value forecast ................................................................................................................................................ 13
Market volume forecast ............................................................................................................................................. 14
Five Forces Analysis ..................................................................................................................................................... 15
Summary ................................................................................................................................................................... 15
Buyer power .............................................................................................................................................................. 16
Supplier power........................................................................................................................................................... 17
New entrants ............................................................................................................................................................. 18
Threat of substitutes .................................................................................................................................................. 19
Degree of rivalry ........................................................................................................................................................ 20
Leading Companies....................................................................................................................................................... 21

Goldwin Healthcare Pvt Ltd ....................................................................................................................................... 21
Lidl Dienstleistung GmbH & Co. KG.......................................................................................................................... 22
Monster Beverage Corporation ................................................................................................................................. 23
Red Bull GmbH.......................................................................................................................................................... 26
Macroeconomic Indicators............................................................................................................................................. 27
Country data .............................................................................................................................................................. 27
Methodology .................................................................................................................................................................. 29
Industry associations ................................................................................................................................................. 30
Related MarketLine research .................................................................................................................................... 30
Appendix........................................................................................................................................................................ 31
About MarketLine ...................................................................................................................................................... 31

LIST OF TABLES
Table 1: India energy drinks market value: $ million, 2011–15 .......................................................................................8
Table 2: India energy drinks market volume: million liters, 2011–15...............................................................................9
Table 3: India energy drinks market geography segmentation: $ million, 2015 ............................................................10
Table 4: India energy drinks market share: % share, by value, 2015............................................................................11
Table 5: India energy drinks market distribution: % share, by value, 2015 ...................................................................12
Table 6: India energy drinks market value forecast: $ million, 2015–20........................................................................13
Table 7: India energy drinks market volume forecast: million liters, 2015–20 ...............................................................14
Table 8: Goldwin Healthcare Pvt Ltd: key facts.............................................................................................................21
Table 9: Lidl Dienstleistung GmbH & Co. KG: key facts................................................................................................22
Table 10: Monster Beverage Corporation: key facts .....................................................................................................23
Table 11: Monster Beverage Corporation: key financials ($) ........................................................................................24
Table 12: Monster Beverage Corporation: key financial ratios......................................................................................24
Table 13: Red Bull GmbH: key facts ............................................................................................................................. 26
Table 14: India size of population (million), 2011–15 ....................................................................................................27
Table 15: India gdp (constant 2005 prices, $ billion), 2011–15 .....................................................................................27
Table 16: India gdp (current prices, $ billion), 2011–15 ................................................................................................27
Table 17: India inflation, 2011–15 ................................................................................................................................. 28
Table 18: India consumer price index (absolute), 2011–15...........................................................................................28
Table 19: India exchange rate, 2011–15 .......................................................................................................................28

LIST OF FIGURES
Figure 1: India energy drinks market value: $ million, 2011–15 ......................................................................................8
Figure 2: India energy drinks market volume: million liters, 2011–15..............................................................................9
Figure 3: India energy drinks market geography segmentation: % share, by value, 2015............................................10
Figure 4: India energy drinks market share: % share, by value, 2015 ..........................................................................11
Figure 5: India energy drinks market distribution: % share, by value, 2015 ..................................................................12
Figure 6: India energy drinks market value forecast: $ million, 2015–20 ......................................................................13
Figure 7: India energy drinks market volume forecast: million liters, 2015–20..............................................................14
Figure 8: Forces driving competition in the energy drinks market in India, 2015 ..........................................................15
Figure 9: Drivers of buyer power in the energy drinks market in India, 2015 ................................................................16
Figure 10: Drivers of supplier power in the energy drinks market in India, 2015...........................................................17
Figure 11: Factors influencing the likelihood of new entrants in the energy drinks market in India, 2015.....................18
Figure 12: Factors influencing the threat of substitutes in the energy drinks market in India, 2015..............................19
Figure 13: Drivers of degree of rivalry in the energy drinks market in India, 2015 ........................................................20
Figure 14: Monster Beverage Corporation: revenues & profitability..............................................................................24
Figure 15: Monster Beverage Corporation: assets & liabilities......................................................................................25

MARKET OVERVIEW
Market definition
The energy drinks market consists of the retail sale of various energy drinks. Energy drinks are defined as soft drinks
with energy-enhancing properties; mainly carbonated and containing stimulants such as caffeine, taurine, guarana,
glucuronolactone, yerba mate, along with glucose syrup (corn syrup) and maltodextrin. Energy drinks may also contain B
complex group vitamin combinations. The market is valued according to retail selling price (RSP) and includes any
applicable taxes. Any currency conversions used in the compilation of this report have been calculated using 2015
annual average exchange rates.
For the purpose of this report the global figure comprises of North America, South America, Europe, Asia-Pacific, Middle
East, and South Africa.
The Americas comprises Argentina, Brazil, Canada, Chile, Colombia, Mexico, Venezuela, and the United States.
North America comprises Canada, Mexico, and the United States.
South America comprises Argentina, Brazil, Chile, Colombia, Peru, and Venezuela.
Europe comprises Belgium, the Czech Republic, Austria, Finland, Portugal, Ireland, Denmark, France, Germany,
Greece, Italy, Netherlands, Norway, Poland, Russia, Spain, Sweden, Switzerland, Turkey, and the United Kingdom.
For the purpose of this report Scandinavia comprises Denmark, Finland, Norway, and Sweden.
Asia-Pacific comprises Australia, China, Japan, India, Indonesia, Malaysia, New Zealand, Pakistan, the Philippines,
Singapore, South Korea, Hong Kong, Vietnam, Kazakhstan, Taiwan, and Thailand.
Middle East comprises of Egypt, Saudi Arabia, and the United Arab Emirates.
Market analysis
India’s energy drinks market has experienced very strong growth since 2011, with a compound annual growth rate
(CAGR) of 50.7% for the period 2011-2015. This is expected to register a lower CAGR of 21.3% in the period 2015-
2020, although this is still strong.
The Indian energy drinks market is at a very nascent stage when compared to many other countries worldwide. The
consumers in India are shifting to healthier drinks and hence, the manufacturers also are trying to market their products
to cater to such tastes.
The Indian energy drinks market generated total revenues of $169.5m in 2015, representing a compound annual growth
rate (CAGR) of 50.7% between 2011 and 2015. In comparison, the South Korean and Chinese markets grew with
CAGRs of 6.1% and 36% respectively, over the same period, reaching respective values of $774.8m and $10,510.0m in
2015.
Market consumption volume increased with a CAGR of 29.3% between 2011 and 2015, to reach a total of 20 million
liters in 2015. The market's volume is expected to rise to 40.7 million liters by the end of 2020, representing a CAGR of
15.3% for the 2015-2020 period.
Sales through on-trade channels accounted for the largest proportion of sales in the Indian energy drinks market in 2015;
sales through this channel generated $70.5m, equivalent to 41.6% of the market's overall value. Sales through
convenience stores generated revenues of $57.6m in 2015, equating to 34.0% of the market's aggregate revenues.
The Indian energy drinks market is forecast to register a CAGR of 21.3% for the five-year period 2015 - 2020, which is
expected to drive the market to a value of $445.5m by the end of 2020. Comparatively, the South Korean and Chinese
markets will grow with CAGRs of 8.4% and 20% respectively, over the same period, to reach respective values of
$414.6m and $26,183.9m in 2020.

MARKET DATA
Market value
The Indian energy drinks market grew by 23.5% in 2015 to reach a value of $169.5 million.
The compound annual growth rate of the market in the period 2011–15 was 50.7%.
Table 1: India energy drinks market value: $ million, 2011–15
Year $ million Rs. million € million % Growth

2011 32.8 2,105.8 29.6
2012 51.1 3,277.0 46.1 55.6%
2013 73.2 4,694.1 66.0 43.2%
2014 137.2 8,798.1 123.7 87.4%
2015 169.5 10,869.6 152.8 23.5%
CAGR: 2011–15 50.7%
SOURCE: MARKETLINE MARKETLINE
Figure 1: India energy drinks market value: $ million, 2011–15

Market volume
The Indian energy drinks market grew by 15.9% in 2015 to reach a volume of 20 million liters.
The compound annual growth rate of the market in the period 2011–15 was 29.3%.
Table 2: India energy drinks market volume: million liters, 2011–15
Year million liters % Growth

2011 7.1
2012 9.6 33.6%
2013 11.4 18.9%
2014 17.2 51.6%
2015 20.0 15.9%
CAGR: 2011–15 29.3%
Figure 2: India energy drinks market volume: million liters, 2011–15

MARKET SEGMENTATION
Geography segmentation
India accounts for 0.9% of the Asia-Pacific energy drinks market value.
China accounts for a further 53.6% of the Asia-Pacific market.
Table 3: India energy drinks market geography segmentation: $ million, 2015
Geography 2015 %
China 10,510.0 53.6
Japan 4,701.5 24.0
South Korea 774.8 4.0
India 169.5 0.9
Singapore 82.4 0.4
Rest of Asia-Pacific 3,362.3 17.2
Total 19,600.5 100.1%
Figure 3: India energy drinks market geography segmentation: % share, by value, 2015

Market share
Red Bull GmbH is the leading player in the Indian energy drinks market, generating a 78.7% share of the market's value.
Hector Beverages accounts for a further 7.7% of the market.
Table 4: India energy drinks market share: % share, by value, 2015
Company % Share
Red Bull GmbH 78.7%
Hector Beverages 7.7%
Goldwin Healthcare Pvt Ltd 4.8%
Monster Beverage Corporation 3.6%
Other 5.1%
Total 100%
Figure 4: India energy drinks market share: % share, by value, 2015

Market distribution
On Trade form the leading distribution channel in the Indian energy drinks market, accounting for a 41.6% share of the
total market's value.
Convenience Stores accounts for a further 34% of the market.
Table 5: India energy drinks market distribution: % share, by value, 2015
Channel % Share
On Trade 41.6%
Convenience Stores 34.0%
Hypermarkets & Supermarkets 24.4%
Total 100%
Figure 5: India energy drinks market distribution: % share, by value, 2015

MARKET OUTLOOK
Market value forecast
In 2020, the Indian energy drinks market is forecast to have a value of $445.5 million, an increase of 162.8% since 2015.
The compound annual growth rate of the market in the period 2015–20 is predicted to be 21.3%.
Table 6: India energy drinks market value forecast: $ million, 2015–20
Year $ million Rs. million € million % Growth

2015 169.5 10,869.6 152.8 23.5%
2016 205.7 13,187.3 185.4 21.3%
2017 249.3 15,984.8 224.7 21.2%
2018 302.9 19,423.3 273.0 21.5%
2019 365.9 23,460.8 329.8 20.8%
2020 445.5 28,569.4 401.6 21.8%
CAGR: 2015–20 21.3%
Figure 6: India energy drinks market value forecast: $ million, 2015–20

Market volume forecast
In 2020, the Indian energy drinks market is forecast to have a volume of 40.7 million liters, an increase of 103.8% since
2015.
The compound annual growth rate of the market in the period 2015–20 is predicted to be 15.3%.
Table 7: India energy drinks market volume forecast: million liters, 2015–20
Year million liters % Growth

2015 20.0 15.9%
2016 22.9 15.0%
2017 26.4 15.0%
2018 30.5 15.5%
2019 35.1 15.0%
2020 40.7 16.0%
CAGR: 2015–20 15.3%
Figure 7: India energy drinks market volume forecast: million liters, 2015–20

FIVE FORCES ANALYSIS
The energy drinks market will be analyzed taking manufacturers of energy drinks as players. The key buyers will be
taken as distributors and retailers of energy drinks, and producers of packaging, energy drinks ingredients and other raw
materials as the key suppliers.
Summary
Figure 8: Forces driving competition in the energy drinks market in India, 2015
market’s value, indicating greater levels of rivalry between players.
Larger retailers, such as hypermarkets and supermarkets, can make large purchases and negotiate on price with
manufacturers, boosting buyer power. Retailers are unlikely to be swayed by brand loyalty, but they will have to stock
brands preferred by consumers. The threat of new entrants is moderate due to fair capital investments and the presence
of well-established brands. Substitutes for energy drinks include protein shakes, sports drinks, smoothies and other fresh
products, which pose a moderate threat. High fixed costs and exit barriers intensify rivalry in the market.

Buyer power
Figure 9: Drivers of buyer power in the energy drinks market in India, 2015
The main distribution channels for the energy drinks market are on-trade outlets, which account for 41.6% of the total
market value; convenience stores are also significant. Thus, the size of the average buyer is large, which enhances their
negotiating position and therefore increases buyer power. Large retailers, such as supermarkets, can make large
purchases and negotiate on price with manufacturers, boosting buyer power.
Most raw materials are readily sourced from multiple suppliers, although their prices may fluctuate in response to supply
and demand from other product manufacturers. Market entry is relatively easy in principle, although the strong brands
and established distribution systems of the market leaders may be difficult for a new entrant to compete with. There are
many potential substitutes, which pose a moderate level of indirect competition for energy drinks; however, the leading
manufacturers often produce the substitutes as well, limiting their impact. Overall, buyer power is assessed as strong.

Supplier power
Figure 10: Drivers of supplier power in the energy drinks market in India, 2015
The primary inputs for energy drinks manufacturers include caffeine, guarana, taurine, ginseng, flavorings, a range of
natural and synthetic sweeteners such as corn syrup.
Some of these commodities, although available from several sources, are subject to price fluctuations. Others (e.g.
guarana) are provided by only one or two major suppliers. However, even in these cases, there are usually substitutes
available. For example, if guarana becomes expensive or unobtainable then it can be substituted by taurine and other
similar products.
The power of packaging manufacturers is growing since there is a growing demand for more innovative and
environmentally friendly packaging.
Overall, supplier power is moderate in this market.

New entrants
Figure 11: Factors influencing the likelihood of new entrants in the energy drinks market in
India, 2015
The Indian energy drinks market experienced rapid and strong market growth in recent years. This will tend to encourage
newcomers. Large players like Red Bull and Monster, dominate the market. The top four players, together generating
94.9% of the total market sales value, wield significant power and benefit from scale economies, strong brands, and a
diverse range of products. Private labels also greatly influence the competitive environment.
Players in the energy drinks market can try to distinguish their products to some extent by stressing their health benefits
and taste. Although it would be difficult for a new entrant to compete with the brand strength and reach of existing
players, it may be possible to achieve small-scale success stressing a unique production method or nutritional benefits.
Even if a new player opts for a business model in which much of the production process is performed by bottling partners
under license, there will still be a need to invest in manufacturing capacity in order to produce the concentrates. This will
generally be fairly capital-intensive and can restrict market entry. However, market niches can be exploited by new
entrants. Some of the larger players have already done this by catering for local tastes. Additionally, changing consumer
preferences cause a shift towards health-oriented wellness drinks.
Government regulation affects several aspects of energy drinks manufacturing. For example, in most countries there are
requirements for food and drink to be prepared in hygienic conditions. Specific ingredients may be subject to regulation:
the natural low-calorie sweetener stevia has been used in Japan since 1971, whereas it was permitted in the EU in 2011.
India approved it only in 2015. Increasing regulation tends to discourage newcomers.
Overall, there is a moderate likelihood of new entrants.

Threat of substitutes
Figure 12: Factors influencing the threat of substitutes in the energy drinks market in India, 2015
The substitutes for energy drinks primarily include: protein shakes, sports drinks, juices and other fresh products, and
other soft drinks.
Leading players tend to have diverse product ranges, which reduces the threat posed by substitutes. For example, Coca-
Cola is a major player in the energy drinks market as well as being a leading manufacturer of sports drinks.
Overall, there is a moderate threat from substitutes.

Degree of rivalry
Figure 13: Drivers of degree of rivalry in the energy drinks market in India, 2015
market’s value. The players in this market are fairly similar: most operate primarily in the food and drink industry. This
increases rivalry, and means that market fluctuations are likely to affect companies in the same way. Switching costs are
low: buyers can switch from one player to another without incurring costs. This boosts rivalry.
The ease of exit depends to some extent on the business model of the company. A company, which manufactures
energy drinks in a single integrated process, will need to dispose of assets such as specialized equipment in order to exit
the market. On the other hand, a company of the same size that operates in conjunction with a network of bottling
partners will tend to have fewer assets, and exit is therefore easier.
The strong growth of the market helps to decrease the intensity of rivalry.
Overall, there is a moderate degree of rivalry in the Indian energy drinks market.

LEADING COMPANIES
Goldwin Healthcare Pvt Ltd
Table 8: Goldwin Healthcare Pvt Ltd: key facts
Head office: 7, Zaver Arcade, Zaver Road, Mulund West, Mumbai - 400080
Telephone: 91 2267889999
Fax: 91 2225625678
Website: http://www.thecloud9corp.com/
SOURCE: COMPANY WEBSITE MARKETLINE
Goldwin Healthcare Pvt Ltd markets its energy drinks under the Cloud9 brand. It deals in Lifestyle Energy Drinks, and
Carbonated and Fruit Beverages. Cloud 9 is the second biggest player in the Indian Energy Drinks market. Owing to the
success of its energy drink along with its premium range, the company has also ventured into pure packaged drinking
water; fruit based beverages and has launched its new carbonated drink, Shout in 4 flavors.
Key Metrics
As a privately-owned company, Goldwin Healthcare Pvt Ltd is not obliged to publish its financial results.

Lidl Dienstleistung GmbH & Co. KG
Table 9: Lidl Dienstleistung GmbH & Co. KG: key facts
Head office: 30 Rotelstrabe, Neckarsulm, Baden-Wurttemberg, DEU

Telephone: 49 7132 30 6060
Fax: 49 7132 94 0250
Website: www.lidl.de
Lidl Dienstleistung GmbH & Co. KG (Lidl Dienstleistung), formerly known as Schwarz Lebensmittel-
Sortimentsgrosshandlung, is a retailer based in Germany. It operates discount food store chain and supermarkets under
the brand Lidl across Europe. Its product offerings include a comprehensive range of food and non-food products
including home furnishings items, home improvement products, kitchen ware, home furniture, watches, sports and
fitness equipment, baby products, consumer electronics items, auto spare parts, apparel, footwear, wines and related
accessories. The company sells its products under various food and non food private label merchandise and limited
branded goods. In addition, the company offers various services such as free shipping, gift cards, hire- purchase,
brochures, travel service and coupons. It principally operates in Europe. Lidl Dienstleistung is headquartered in
Neckarsulm, Baden-Wurttemberg, Germany.
Key Metrics
As a privately-owned company, Lidl Dienstleistung GmbH & Co. KG is not obliged to publish its financial results.

Monster Beverage Corporation
Table 10: Monster Beverage Corporation: key facts
Head office: 1 Monster Way, Corona, California, USA

Telephone: 1 914 253 2000
Website: http://monsterbevcorp.com/
Financial year-end: December
Ticker: NASDAQ
Stock exchange: New York
Monster Beverage, formerly known as Hansen Natural Corporation, is a holding company operating through its
consolidated subsidiaries. It primarily develops, distributes and sells energy drink beverage products or concentrates for
energy drink beverages. It offers products under brand names such as Monster Energy, Monster Rehab, Monster Energy
Extra Strength Nitrous Technology, Java Monster, Muscle Monster, Punch Monster, Juice Monster, Junior Juice, M3,
Ubermonster and BU, among others.
The company operates through three business segments: finished products, concentrate and other. The finished
products segment comprised of Monster Energy brand energy drinks. The segment primarily offers a line of carbonated
energy drinks that contain vitamins, minerals, nutrients, herbs and other dietary ingredients. The segment also offers a
line of non-carbonated dairy based coffee + energy drinks under the Java Monster; non-carbonated energy shakes under
the Muscle Monster; carbonated energy drinks containing nitrous oxide under the Monster Energy Extra Strength Nitrous
Technology; and non-carbonated tea + energy drinks with electrolytes under the Monster Rehab. The segment markets
its products to full service beverage distributors, retail grocery and specialty chains, wholesalers, club stores, drug
chains, mass merchandisers, convenience chains, health food distributors, food service customers and the military. The
concentrate segment includes the supply of concentrates for the Strategic Brands energy drinks acquired from The
Coca-Cola Company (TCCC). The segment offers a line of carbonated energy drinks in various flavors under the brand
names: BU, Burn, BPM, Full Throttle, Gladiator, Mother, Nalu, NOS, Play and Power Play, Relentless, Samurai and
Ultra. It sells concentrates or beverage bases to authorized bottling and canning operations. The company’s other
segment includes the brands that were disposed as a result of the TCCC transaction. These included a line of ready to
drink iced teas and juice drinks under Peace Tea brand; sodas and juice products under Hansen’s brand; and ready-to-
drink lemonades under Hubert’s brand.
Key Metrics
The company recorded revenues of $2,723 million in the fiscal year ending December 2015, an increase of 10.7%
compared to fiscal 2014. Its net income was $547 million in fiscal 2015, compared to a net income of $483 million in the
preceding year.

Table 11: Monster Beverage Corporation: key financials ($)
$ million 2011 2012 2013 2014 2015

Revenues 1,703.2 2,060.7 2,246.4 2,460.0 2,722.6
Net income (loss) 286.2 340.0 338.7 483.0 547.0
Total assets 1,362.4 1,043.3 1,420.5 1,938.9 5,675.2
Total liabilities 383.2 398.9 428.2 355.7 514.2
SOURCE: COMPANY FILINGS MARKETLINE
Table 12: Monster Beverage Corporation: key financial ratios
Ratio 2011 2012 2013 2014 2015

Profit margin 16.8% 16.5% 15.1% 19.6% 20.1%
Revenue growth 30.6% 21.0% 9.0% 9.5% 10.7%
Asset growth 18.8% (23.4%) 36.2% 36.5% 192.7%
Liabilities growth 20.3% 4.1% 7.4% (16.9%) 44.6%
Debt/asset ratio 28.1% 38.2% 30.1% 18.3% 9.1%
Return on assets 22.8% 28.3% 27.5% 28.8% 14.4%
Figure 14: Monster Beverage Corporation: revenues & profitability

Figure 15: Monster Beverage Corporation: assets & liabilities

Red Bull GmbH
Table 13: Red Bull GmbH: key facts
Head office: Am Brunnen 1, Fuschl am See, Salzburg, AUT

Telephone: 43 662 65820
Fax: 43 662 65827010
Website: www.redbull.com
Financial year-end: December
Red Bull produces and markets energy drinks. The company’s product portfolio comprises of Red Bull energy drink, Red
Bull Sugar Free, Red Bull Zero Calories, Red Bull Cola and Red Bull Editions.
Apart from the energy drinks business, the company also extended its presence in purchasing and re-branding various
sports teams. It owns sports teams such as Red Bull Racing, Scuderia Toro Rosso, Red Bull Salzburg, Red Bull X-Alps,
RB Leipzig and Red Bull Fighters. It also sponsors sports people, athletes and various bike sports, motor sports, skate
sports, water sports, winter sports, adventure sports, aerial sports and ball sports.
The company markets its products to more than 169 countries. In FY2015, the company had sold around 5.9 billion cans
of Red Bull energy drink.
Key Metrics
As a privately-owned company, Red Bull GmbH is not obliged to publish its financial results.

MACROECONOMIC INDICATORS
Country data
Table 14: India size of population (million), 2011–15
Year Population (million) % Growth

2011 1,192.5 1.3%
2012 1,208.1 1.3%
2013 1,223.6 1.3%
2014 1,238.9 1.3%
2015 1,254.0 1.2%
Table 15: India gdp (constant 2005 prices, $ billion), 2011–15
Year Constant 2005 Prices, $ billion % Growth

2011 1,326.2 6.6%
2012 1,389.0 4.7%
2013 1,485.7 7.0%
2014 1,595.4 7.4%
2015 1,716.1 7.6%
Table 16: India gdp (current prices, $ billion), 2011–15
Year Current Prices, $ billion % Growth

2011 1,880.1 10.0%
2012 1,858.7 (1.1%)
2013 1,876.8 1.0%
2014 2,045.6 9.0%
2015 2,337.2 14.3%

Table 17: India inflation, 2011–15
Year Inflation Rate (%)

2011 9.1%
2012 10.2%
2013 9.5%
2014 7.7%
2015 7.2%
Table 18: India consumer price index (absolute), 2011–15
Year Consumer Price Index (2005 = 100)

2011 165.8
2012 182.8
2013 200.1
2014 215.6
2015 231.0
Table 19: India exchange rate, 2011–15
Year Exchange rate ($/Rs.) Exchange rate (€/Rs.)

2011 46.8466 65.1733
2012 53.6119 68.6802
2013 58.4859 77.7676
2014 60.9620 80.8938
2015 64.1233 71.1453

METHODOLOGY
MarketLine Industry Profiles draw on extensive primary and secondary research, all aggregated, analyzed, cross-
checked and presented in a consistent and accessible style.
Review of in-house databases – Created using 250,000+ industry interviews and consumer surveys and supported by
analysis from industry experts using highly complex modeling & forecasting tools, MarketLine’s in-house databases
provide the foundation for all related industry profiles
Preparatory research – We also maintain extensive in-house databases of news, analyst commentary, company
profiles and macroeconomic & demographic information, which enable our researchers to build an accurate market
overview
Definitions – Market definitions are standardized to allow comparison from country to country. The parameters of each
definition are carefully reviewed at the start of the research process to ensure they match the requirements of both the
market and our clients
Extensive secondary research activities ensure we are always fully up-to-date with the latest industry events and
trends
MarketLine aggregates and analyzes a number of secondary information sources, including:
- National/Governmental statistics
- International data (official international sources)
- National and International trade associations
- Broker and analyst reports
- Company Annual Reports
- Business information libraries and databases
Modeling & forecasting tools – MarketLine has developed powerful tools that allow quantitative and qualitative data to
be combined with related macroeconomic and demographic drivers to create market models and forecasts, which can
then be refined according to specific competitive, regulatory and demand-related factors
Continuous quality control ensures that our processes and profiles remain focused, accurate and up-to-date

Industry associations
International Council of Beverages Associations
1101 16th Street, NW, Washington, DC 20036 USA
Tel.: 1 202 463 6790
Fax: 1 202 463 8172
www.icba-net.org
Indian Beverage Association
5th Floor, PHD House, Siri Fort Road, NEW DELHI - 110 016
Tel.: 011 4650 8722
Fax: 011 46508733
http://www.in-beverage.org/
Related MarketLine research

Industry Profile
Energy Drinks in Asia-Pacific
Global Energy Drinks
Energy Drinks in the United States

APPENDIX
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MarketLine Industry Profile

Reference Code: 0102-2910

Publication Date: November 2016

India - Energy Drinks 0102 - 2910 - 2015

© MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 1

Market value forecast

Market volume forecast

India - Energy Drinks 0102 - 2910 - 2015

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Market value ................................................................................................................................................................ 2

Market value forecast .................................................................................................................................................. 2

Market volume ............................................................................................................................................................. 2

Market volume forecast ............................................................................................................................................... 2

Geography segmentation ............................................................................................................................................ 2

Market rivalry ............................................................................................................................................................... 2

Market definition .......................................................................................................................................................... 7

Market Data ..................................................................................................................................................................... 8

Market value ................................................................................................................................................................ 8

Market volume ............................................................................................................................................................. 9

Market Segmentation .................................................................................................................................................... 10

Geography segmentation .......................................................................................................................................... 10

Market distribution ..................................................................................................................................................... 12

Market Outlook .............................................................................................................................................................. 13

Market value forecast ................................................................................................................................................ 13

Market volume forecast ............................................................................................................................................. 14

Five Forces Analysis ..................................................................................................................................................... 15

Buyer power .............................................................................................................................................................. 16

New entrants ............................................................................................................................................................. 18

Threat of substitutes .................................................................................................................................................. 19

Degree of rivalry ........................................................................................................................................................ 20

India - Energy Drinks 0102 - 2910 - 2015

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Lidl Dienstleistung GmbH & Co. KG.......................................................................................................................... 22

Monster Beverage Corporation ................................................................................................................................. 23

Red Bull GmbH.......................................................................................................................................................... 26

Country data .............................................................................................................................................................. 27

Industry associations ................................................................................................................................................. 30

Related MarketLine research .................................................................................................................................... 30

About MarketLine ...................................................................................................................................................... 31

India - Energy Drinks 0102 - 2910 - 2015

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Table 2: India energy drinks market volume: million liters, 2011–15...............................................................................9

Table 4: India energy drinks market share: % share, by value, 2015............................................................................11

Table 6: India energy drinks market value forecast: $ million, 2015–20........................................................................13

Table 8: Goldwin Healthcare Pvt Ltd: key facts.............................................................................................................21

Table 9: Lidl Dienstleistung GmbH & Co. KG: key facts................................................................................................22

Table 10: Monster Beverage Corporation: key facts .....................................................................................................23

Table 11: Monster Beverage Corporation: key financials ($) ........................................................................................24

Table 12: Monster Beverage Corporation: key financial ratios......................................................................................24

Table 13: Red Bull GmbH: key facts ............................................................................................................................. 26

Table 14: India size of population (million), 2011–15 ....................................................................................................27

Table 16: India gdp (current prices, $ billion), 2011–15 ................................................................................................27

Table 17: India inflation, 2011–15 ................................................................................................................................. 28

Table 18: India consumer price index (absolute), 2011–15...........................................................................................28

Table 19: India exchange rate, 2011–15 .......................................................................................................................28

India - Energy Drinks 0102 - 2910 - 2015

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Figure 2: India energy drinks market volume: million liters, 2011–15..............................................................................9

Figure 14: Monster Beverage Corporation: revenues & profitability..............................................................................24

Figure 15: Monster Beverage Corporation: assets & liabilities......................................................................................25

India - Energy Drinks 0102 - 2910 - 2015

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