Monster Energy new releases and energy drink market share around the world in 2025

Monster Energy has released a report on the current market status and future outlook as of 2025. This article summarizes the latest product releases in various countries along with an analysis of the current market share.

Flavor of 2025: New Monster Energy Releases by Country

New Releases in the U.S.

Except for the Juice Monster variant, all of these are zero-sugar products, already available as of January 2025.

In the U.S., nearly all energy drink brands, aside from the older major brands, have transitioned to zero sugar. Monster Energy is following this trend by expanding its zero-sugar lineup.

Next, we have a new coffee series alongside another zero-sugar product.

Since bang was pushed out of the market, the trend in U.S. fitness-focused energy drinks has changed dramatically. The 473ml REIGN now feels outdated, with few new releases. Instead, the 355ml REIGN STORM has become the brand's main focus. Will a second new flavor follow White Haze this year?

Meanwhile, in 2025, emerging fitness-oriented energy drink brands have started expanding their 473ml offerings. I'll be keeping an eye on how the weakened bang and 473ml REIGN perform in stores across various cities.

Additionally, the 2024 flavors in Monster Energy's alcohol series are now available in larger sizes.

The alcoholic beverage division hasn't been performing well, making me wonder when it might be discontinued. However, Monster Energy is still expanding this category in 2025. Personally, I think a rebrand with a more traditional hard seltzer design and a new brand name would be more effective. What will happen in 2026 and beyond?

New Releases in Europe, the Middle East, and Africa

A collaboration with Lando Norris has resulted in a new product. The design incorporates the fluorescent yellow and black patterns from Norris’s helmet. This is also a sugar-free variant.

Given that a sugar-free trend could hit Europe at any time, it makes sense to release new products in this format.

Additionally, the VR46 variant has also been reformulated as sugar-free. However, the design appears somewhat cheap.

The 355ml REIGN STORM is also getting a new release. With emerging U.S. brands like CELSIUS expanding globally, it seems Monster is positioning the REIGN STORM series to align with this modern trend.

New Releases in Japan

Japan is introducing Ultra Fantasy Ruby Red, a sugar-free variant.

Additionally, a new juice series and an entirely new brand are reportedly in the works. "NEW BRAND FAMILY" could refer to either a new Monster Energy sub-brand or a separate brand that was once considered for Japan but never made it to market. Let’s wait and see!

Energy Drink Market Share

Market Share in the U.S.

Here’s a look at the market share of energy drink brands in the U.S. This clearly highlights Red Bull's dominance.

The green dotted line represents the combined share of all Monster Energy brands. Even when considering this, Red Bull’s standalone share remains solid.

Meanwhile, CELSIUS, which has stabilized as the third-largest brand in the U.S., is slowing down in growth but still holds a market share vastly ahead of other brands. Another highlight is the rise of Alani Nu since late 2024. Known for having some of the best flavors and a strong social media-driven branding strategy targeting a female audience, Alani Nu is experiencing rapid growth and expanding internationally.

ROCKSTAR has dropped to the level of GHOST and C4, stabilizing at a significantly lower market share. Based on the current U.S. landscape, it seems unlikely that ROCKSTAR will recover.

So just how much has ROCKSTAR declined? Let's take a look.

Not only is the dollar-based revenue low, but the rate of decline is also the highest. Meanwhile, Alani Nu's surge is surprising.

CELSIUS, Alani Nu, C4, and GHOST are all rising stars in the energy drink market, rapidly expanding internationally. With U.S. trends spreading globally via social media, the growth of these brands and the decline of ROCKSTAR may extend beyond the U.S.

Market Share in Latin America

In Latin America, Monster Energy dominates, especially in Argentina and Mexico, where Red Bull's presence is minimal.

This suggests that Red Bull may be struggling with marketing strategies and pricing, as its cost per 100ml is significantly high.

What caught my attention was the strong growth of VOLT in Mexico, coming close to Monster Energy in market share. When I last visited Mexico, I didn’t get that impression, so I’d love to return and see what’s happening firsthand.

Market Share in Europe, the Middle East, Africa, Oceania, and the South Pacific

Red Bull is overwhelmingly dominant, particularly in Europe. The UK’s Lucozade also maintains strong popularity.

HELL holds a significant market share, particularly in Eastern Europe, likely due to its affordability. Meanwhile, V is available in France and the UK but remains relatively obscure outside of Australia and New Zealand.

Another interesting point is that CELSIUS, one of the fastest-growing brands, is now approaching ROCKSTAR in market share. Having started in Northern Europe, CELSIUS is expanding into the rest of Europe and Oceania. At this rate, it is highly likely to surpass ROCKSTAR in the near future.

Latest News