Red Bull Sales Surge in UK Ahead of Under-16 Sales Ban
Sales of Red Bull have surged in the UK, with the energy drink giant's profits soaring ahead of a planned ban on sales to under 16s. Meanwhile, rival brand Prime has seen a significant drop in sales and profits.
Red Bull's UK revenue jumped from £594.1m in 2023 to £668.3m in 2024, a 12.2% increase. The company's pre-tax profit also rose, from £49.1m to £54.9m. This growth comes as the UK government plans to ban the sale of energy drinks to under 16s in England.
The market share of Red Bull in the UK grew by 1.7% to a record 36.8% in 2024. In contrast, Prime, another major energy drink brand, suffered a significant setback. Its UK turnover was reduced by over 70%, from £112.2m to £32.8m, and its pre-tax profit was cut from £4.3m to £940,458.
A consultation is currently underway to gather evidence and views on the proposed energy drink ban. The health and social care secretary has hinted that the ban could come 'a lot sooner' than previously expected.
Red Bull's strong performance in the UK, despite the impending sales ban, highlights the brand's resilience. Meanwhile, Prime faces significant challenges in the UK market. The outcome of the consultation and the timing of the ban remain to be seen, but they are set to significantly reshape the UK energy drink market.
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