Red Bull captured a record share of the UK energy drink market by attracting new buyers to the category and continuing to benefit from demand for its on-the-go multipacks.
The brand’s UK revenue soared 19% to £414.7 million in the 12 months to December 31, 2021, with an additional 106,000 service units (SU) moved from the previous year. previous year, an increase in volume of 18.9% to US664.5 million.
It continued to see high demand in supermarkets, with the off-trade channel seeing growth of 15.3% in 2021 as shutdowns continued and hospitality venues remained closed for parts of the year.
The shift to multipacks and larger formats continued to be a key driver of strong retail performance, with volumes up 23% year-on-year, adding 22 million units of additional account.
Multipacks made up 21% of portfolio composition at the end of the year, up from just 14% in 2019, with Red Bull claiming to move a four-pack every 2.5 seconds.
This helped Red Bull achieve a record 32.1% market share in on-the-go while outpacing the category in volume and value, and cementing its position as the number one sports and energy drink brand in the world. UK.
It also added an additional 50,000 new distribution points during the year.
Red Bull moved up two places in Grocer’s list of Britain’s biggest brands for 2022 to 11 thanks to a gain in value from £81m to £500.9m [NielsenIQ 52 w/e 1 January 2022]which was the second-biggest jump in the report, with only rival Monster edging it.
However, the picture was more mixed for the on-trade chain as pubs, bars, restaurants, cafes and hotels all remained closed for numerous lockdowns.
Volumes remained 39% below 2019 levels in the first half of 2021 before rebounding in the latter part of the year as hospitality reopened 23% ahead of pre-pandemic figures. The chain ended the year down just 6% from 2019 figures.
The brand also achieved a record share of the catering sector over the year at 77.2% thanks to new agreements signed with major catering customers and the growth of distribution in fast food chains and restoration.
Red Bull UK’s pre-tax profits rose 13% to £33.6m, although margins were squeezed slightly.
Launched on the UK market in 1993, six years after the first can of Red Bull was sold in Austria in 1987, the brand helped create the energy drink category.