We have gained momentum: demand for energy began to recover after a sharp decline
Sales of energy companies began to grow again, despite the restrictions, Izvestia learned. According to the results of the second quarter, their sales in physical terms increased by 5% year—on-year, to 371 thousand tons, and in monetary terms - by 16%, to 89 billion rubles, NTech estimated. The recovery in demand has become atypical after a decline caused by tighter regulation and a reduction in the number of sales channels. The category was supported by the expansion of the range of products with a lower sugar content and an increase in the share of inexpensive brands, experts say. This year, Baltika, Magnit, Drinks Together and other manufacturers have introduced new flavors to the market.
How has the demand for energy changed
According to the results of the second quarter of 2026, sales of energy companies reached 371 thousand tons, which is 5% more than the same period a year earlier, the analytical company NTech estimated. In monetary terms, the market grew by 16% over the same period, to 89 billion rubles. The trend was replaced by growth after a recession in early 2026: in January –March, sales in units decreased by 7% year-on-year, while in money they increased by 5%, according to analysts.
Demand for energy drinks recovered in the second quarter, confirms Maxim Popov, Director of Brand Marketing and Marketing Communications at Beverages Together. According to him, consumers are increasingly interested in new products in the category. The expansion of the product range by manufacturers has become a growth driver for both the current audience and new customers, the top manager noted. Thus, the VOLT Energy brand has introduced five new flavor combinations to the market, and in the near future the line will be replenished with two more new products, Maxim Popov said. According to him, the company expects that the new products launched by the end of the year will be able to provide about a quarter of sales.
At the same time, according to the results of the first half of the year, sales in physical terms still remained at the level of the same period last year — 651 thousand tons, while in money they increased by 11% to 155 billion rubles, NTech calculated. For comparison, in non-chain retail in June-July, sales, according to Evotor, decreased by 7% year-on-year, and the number of manufacturers decreased from 141 to 123.
Such contradictory dynamics probably indicates an increase in sales of energy products in large retail chains, according to a top manager of one of the retail companies. This is also due to the increase in the number of retailers' own trademarks in this segment, Ilya Bereznyuk, Managing Partner of Agro and Food Communications, added. According to him, low-cost STM power plants compensate for part of the demand lost due to the increase in excise duty and the rise in the cost of branded products. In particular, Magnit launched its own brand of energy drinks, My Rules, this year, and Lenta registered the Voltrix trademark in the same category at the end of February. Izvestia sent inquiries to Lenta, Magnit and X5.
What has spurred consumer demand for energy
The surge in sales is also due to a seasonal factor, because in the summer months this category of drinks is traditionally growing, said Alla Andreeva, CEO of Soyuznapitkov. At the same time, according to her, consumers are increasingly switching to a moderate consumption model, since energy is not a basic necessity.
The partial reversal of the trend in the second quarter may be explained by the effect of the comparative base, when restrictions on the sale of beverages were not in effect in the previous year's period, Ilya Bereznyuk suggested. The rules for the turnover of energy products in Russia have been tightened since March 1, 2025, when a ban on their sale to minors was introduced. These restrictions have led to a decrease in the number of beverage distribution channels — it has become impossible to sell them, for example, through vending machines, Alla Andreeva recalled. Now the database has become comparable, since in April – June 2025, and a year later, sales to minors were already prohibited, Ilya Bereznyuk clarified.
There are no further prerequisites for a significant increase in the category, Alla Andreeva believes. According to her, manufacturers are looking at the results of this year with restrained optimism. The decrease in demand is influenced by the increase in the cost of final products and the factor of excise taxation of beverages with a sugar content of 5 grams per 100 ml, the expert noted. Since January 1, 2026, the excise tax on them has increased from 10 to 11 rubles per liter. Against this background, manufacturers are expanding the category of drinks with a lower sugar content. For example, Baltika launched Zvonlo Play, a brand of tonic drinks that do not contain sugar, at the beginning of the year. And Drinks Together has released malt malt lemonade Maltynation without sugar in order to meet the customer's demand for a healthy lifestyle, Maxim Popov said.
By the end of 2025, the global energy market amounted to about $85 billion, according to Grand View Research. By 2033, the company predicts its growth to $158.53 billion (+87%). The main drivers, according to Technavio, will be the expansion of the range of functional drinks, the development of low-sugar products and the growing demand in emerging markets.
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