Gen Z’s lifestyle habits are reshaping the energy drink sector, shifting it from immediate stimulation towards beverages consumed over longer, continuous sessions.
“Gen Z’s consumption habits, from gaming and studying to prolonged screen time, have shifted energy drinks from quick pick-me-ups to beverages consumed over longer, continuous sessions,” said ADM Marketing Director for Beverages, APeC, Sarah Lim.
“As a result, Gen Z expectations around flavour experience and drinkability now extend beyond functional performance to include how enjoyable and sustainable the drinking experience is over time.”
For example, Singapore-based energy tea brand YATÉ is targeting younger consumers seeking sustained energy for nightlife and longer social interactions. The brand is positioning its yerba mate drinks for the better-for-you beverage space in both APAC and the United States, where it is expanding.
This shift is driving demand for refreshing yet distinctive flavours that remain balanced across repeat consumption, avoiding overly intense or artificial profiles.
“For Gen Z, avoiding sensory fatigue is key. Flavours need to remain balanced, with lighter mouthfeel and clean finishes that make energy drinks easy to consume during longer gaming or study sessions,” Lim told FoodNavigator.
She cited APAC preferences, where red citrus notes such as grapefruit and blood orange are gaining traction among Gen Z, offering a brighter, more contemporary take on familiar flavours while maintaining freshness for extended consumption.
Similar trends are seen in Europe, where fruity notes like lemon-lime and strawberry are popular as brands position energy drinks as “better-for-you” options.
While health and functionality are important across all regions, the distinction between Southeast Asia and more mature markets such as North America and Europe lies in how those benefits are prioritised, communicated and experienced.
Different markets, different needs
In North America and Western Europe, energy drinks are often positioned around clearly articulated functional claims. Consumers prioritise explicit benefits such as energy support, added vitamins, minerals or botanicals, alongside clean-label cues, according to Grand View Research’s Trends and Analysis Report from 2025 to 2030.
This aligns with a 2026 report by Market Data Forecast on global energy drinks trends, which stated that these markets are also the earlier adopters of plant-based, naturally sourced and organic energy drinks, shaping more performance- and claims-led expectations.
For example, yerba mate – a natural energiser native to South America – is going global as a natural energy drink ingredient.
And in the United States, Monster Beverages in the United States recently launched zero-sugar variants to broaden its appeal as an alternative to coffee, alongside bold, high-impact flavour profiles such as Ultra Wild Passion (passionfruit with citrus), Vice Guava, and Ultra Punk Punch (class fruit punch).
“By comparison, energy drinks in North America and Europe have historically leaned more towards bold, high-impact flavour profiles aligned with performance-driven usage occasions,” said Lim.
“In contrast, Southeast Asia takes a more holistic and experiential approach, with energy drinks positioned for everyday use across multiple occasions, from morning consumption to extended screen time.”
Lim added that flavour plays a more central role in shaping choices in Southeast Asia.
Consumers show greater openness to nuanced, locally resonant and refreshing flavour profiles. For example, citrus-forward notes such as yuzu, grapefruit and blood orange are gaining traction for their vibrant, refreshing character.
Thailand-based En-Theories, positioned as a natural, sugar-free energy drink brand, offers flavours in Sparkling Citrus Lychee, Sparkling Akasutki Peach Gum, Golden Apple Yuzu, and other flavors like Pomegranate and Watermelon.
These product launches highlight the importance of localisation – instead of relying solely on global energy drink tropes, it is crucial to tailor consumer needs according to different markets to make these functional cues feel relevant and approachable, said Lim.
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