Question · Q3 2025
Peter Grom inquired about the expected top-line trajectory for the energy drink category in 2026, specifically whether the strong growth seen in 2025 would moderate or continue, and asked if the October sales figures benefited from ordering shifts due to pricing adjustments.
Answer
Hilton Schlosberg (CEO) clarified that the October sales did not benefit from the November 1st price increase. He highlighted key drivers for category growth, including value proposition, increasing household penetration, strong brand image, innovation, and the growing societal acceptance of energy drinks, suggesting these factors could sustain momentum into 2026.