The energy drink industry is evolving from a singular focus on energy replenishment to health-conscious and scenario-specific offerings, according to a research report by Zhongtai Securities. Eastroc Beverage (605499.SH), a leading brand in the sector, has strategically positioned itself with sugar-free products, aligning with shifting consumer demands and reinforcing its competitive edge. With key raw material prices expected to remain low, the firm highlights Eastroc Beverage as a top pick.
**Industry Overview in 2025: Eastroc Tops the Market, Low-Cost + Large Packaging as Standard** Euromonitor data projects China’s energy drink market to reach RMB 62.785 billion in 2025, up 4.3% YoY, with sales volume growing 6.4% to 4.1899 million kiloliters. Eastroc Beverage led with a 39.87% market share in H1 2025. Amid intensified competition, average prices fell 1.89% YoY to RMB 14.98/liter, though the decline narrowed from 2024 (-4.64%). Eastroc’s "RMB 1 Promotion" and Uni-President’s 1L packs priced at RMB 6 underscore the dominance of low-cost, large-format strategies.
**Core Drivers: Necessity and Lifestyle Shifts** **Domestic Market:** Societal pressures fuel demand, with consumption expanding beyond traditional "blue-collar" users to white-collar workers and students. Data shows 31.21% of consumption occurs during sports, followed by overtime work (30.12%) and late-night studying (29.44%). Workplace surveys reveal 38.7% of employees face daily overtime, while rising college entrance exam competition amplifies student demand.
**Global Market:** Transitioning from functional needs to lifestyle integration, overseas markets emphasize health, flavor diversity, and functional differentiation. In the U.S., Celsius surged from 1.7% to 13.7% market share (2021–2025) with its zero-sugar, fat-burning positioning, challenging Monster and Red Bull’s 70.9% duopoly.
**Key Raw Materials: Taurine and Sugar Prices to Stay Low** **Taurine:** Oversupply keeps prices depressed, with beverage applications accounting for 45% of global demand. China produces over 70% of the world’s taurine, led by top-five manufacturers (90% output). Yongan Pharma dominates with ~50% share. Prices remain low due to excess capacity and cheap ethylene oxide.
**Sugar:** China’s 2025/26 sugar output is forecast at 11.7 million tons, with imports at 5 million tons. Stockpiling cycles and ample supply have pressured prices since September 2023, likely sustaining lower levels.
**Trends: Health and Light Usage Scenarios Propel Growth** **Health Focus:** 67.87% of consumers prioritize sugar control, driving demand for natural sweeteners like erythritol. Eastroc’s 2025 sugar-free launch exemplifies this shift.
**Scenario Expansion:** Consumption is pivoting from high-intensity "physical exhaustion" to frequent, low-intensity scenarios like prolonged meetings or afternoon slumps. Eastroc’s sugar-free variant incorporates L-α-glycerylphosphorylcholine (a novel food ingredient) to address mental fatigue, signaling an upgrade from "physical" to "mental-physical synergy."
**Risks:** Potential biases in channel research, product quality fluctuations, raw material price volatility, competitive pressures, outdated public data, and industry sizing inaccuracies.
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