Energy drinks worth billions: The category has exploded in Sweden

Hyped up high-margin product, smartly marketed and nicely packaged. Energy drinks, sports drinks and other functional drinks are a fast-growing segment with sales of just over SEK 3 billion in the Swedish grocery trade.

Sales development for functional beverages has been rocket-like. Last year, the functional drinks category had a staggering SEK 2.8 billion in the grocery trade alone, according to figures from Nielsen IQ.