Energy Drink Consumption & Preference Study

2026-07-30

The study assesses the penetration, consumption patterns, purchase behavior, brand advocacy, and advertising effectiveness of energy drinks in Kathmandu Valley. A quantitative survey was conducted among 253 respondents aged 18–64 years, comprising 177 males and 76 females. Data was collected from June 29 to July 14, 2026, using structured questionnaires administered through digital data collection (CAPI) by experienced enumerators. The findings were analyzed using descriptive statistics in Excel.

Overall, 35% of respondents had consumed energy drinks in the past 12 months, while 25% had consumed them in the past three months. Past-month consumption was higher among males (30%) and respondents aged 18–24 years (29%), with the middle socio-economic class accounting for the largest share of consumers (39%). Once-a-week consumption was the most common pattern, while 70% typically consumed one can per day. Energy drinks were mainly consumed between 12 PM and 3 PM (36.76%), particularly while working (51%). Purchase behavior was largely convenience-driven, with 90% purchasing from local convenience stores and 93% not buying in bulk. In terms of advertising, hoarding boards on roads/streets generated the highest overall recall (60%), while Facebook (65%) was the leading social media platform recalled for energy drink advertising. However, the category recorded a negative NPS of -19.36%, indicating relatively weak consumer advocacy.

In conclusion, the energy drink category shows moderate penetration, particularly among younger and male consumers, with consumption largely driven by convenience and immediate-use occasions such as working and socializing. Advertising has achieved good visibility across both outdoor and digital channels, but the negative NPS highlights an opportunity for brands to strengthen consumer satisfaction, loyalty, and advocacy.

Factsheet

Presentation Slide