Challenges and Opportunities for Entrepreneurs in the Energy Drinks Market in the Context of Consumer Trends and Innovation

Abstract

This article examines the challenges and opportunities for entrepreneurs in the energy drink market, taking into account consumer trends, regulations and industry innovations. It examines the ingredients used, the target audience and health impacts, including risks associated with excessive consumption such as hypertension and caffeine addiction. The study includes a SWOT analysis of the market, highlighting strengths, vulnerabilities, opportunities and threats. Production and distribution stages are detailed, along with market developments and emerging trends such as the preference for healthier alternatives. Statistics on imports and industry growth complement the analysis. The paper emphasizes the need to adapt business strategies to current consumer demands and sustainable innovations, offering solutions for the long term success of energy drink producers. CZU: [334.722:663.8]:366.1; JEL: L66, D12, M13