Energy drinks "keep us going"/ We consume about 5 cans per capita per month from imports. Year 2024, a record
The consumption of energy drinks in Albania has reached a large scale and the import figures provided by "Scan Intel" clearly demonstrate this boom. During the years 2022-2024 alone, over 79 million kilograms of energy drinks were imported into the country, with a value exceeding 10.7 billion lek. The growth trend is unstoppable, culminating in 2024 with almost 30 million kilograms imported, while for the first eight months of 2025 alone the figure reaches over 20 million kilograms, an indication that this year is expected to break every record.
In 2022, about 21.9 million kilograms were imported, for a value of over 3.2 billion lek. Just one year later, in 2023, the imported quantity increased to 27.4 million kilograms, while the financial value reached almost 3.7 billion lek. The year 2024 marked the peak with 3.8 billion lek, turning the energy drink market into a golden business for importing companies. If the pace of 2025 continues as it has so far, with 20 million kilograms imported from January to August alone, this year is expected to significantly eclipse the previous years.
When these figures are translated into per capita consumption, the picture becomes even more significant. Considering a population of around 2 million people over the age of 18, it turns out that in 2024 each Albanian consumed an average of 14.9 kilograms of energy drinks, which means around 60 cans of 250 ml per year, or approximately 5 cans per month. This average also hides strong seasonal peaks; in August 2024, for example, per capita consumption reached 9 cans per month, turning summer into the golden period of the energy drink market.
Compared to 2022, when per capita consumption was around 11 kilograms or 44 cans per year, the increase is clear and rapid. Within three years, Albanians have gone from around 44 cans per year per person, to 60 cans per year, showing a trend that knows no saturation. For the first eight months of 2025 alone, per capita consumption has already reached over 10 kilograms, which translates to more than 40 cans per person.
We emphasize that these are only imported products, as consumption may be even higher given that there are companies that produce energy drinks in our country.
According to EFSA (European Union), there is a group of "high chronic" consumers in Europe who consume an average of 7 liters per month. Meanwhile, studies show that consumption is particularly widespread among adolescents and young people.
According to Cognitive Market Research, the global Energy Drinks market size was estimated at US$61.5 billion, of which Europe held the market share of around 30% of global revenue with a market size of US$18.4 billion in 2024 and will grow at a compound annual growth rate (CAGR) of 7.3% from 2024 to 2031. The European region represents a significant market for energy drinks, characterized by a diverse consumer base and evolving consumption patterns (click here for data).
Albania is running on caffeine, but the dilemma that remains is whether this temporary energy will really keep us going, or will it bring us down sooner than we think.
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