⚡ This Month’s Specials
[OCTOBER SPECIALS: products, pack sizes and deal details — valid until 31/10/2026]
See all monthly specials
A Growing Market with Changing Habits
Energy and Sports drinks sit inside one of the most dynamic parts of the Australian drinks industry. IMARC Group estimates the wider non-alcoholic beverages market at around US$28.9 billion in 2025, forecasting growth of roughly 5.8% a year through to 2034, driven by wellness, convenience and premium products.
New players keep arriving too. In late 2024, US lifestyle brand Celsius launched its energy drinks in Australia, a sign of how much global brands see in the local market.
At the same time, how Australians drink is shifting:
- Fewer sugary drinks. ABS data shows 20.9% of Australians reported having a sugar-sweetened beverage in 2023, less than half the 43.2% recorded in 1995 (Australian Beverages Council).
- Water and no-sugar options are winning. In 2024, still and sparkling water outsold sugar-sweetened soft drinks, with a 36% versus 23% market share (FOODiQ Global).
- Sugar is on people’s minds. Mintel research found 58% of Australians are limiting sugar and sugar substitutes to manage their weight.
The result? The category isn’t shrinking. It’s evolving towards drinks that deliver energy and hydration with less sugar.
How Social Media Is Changing What We Drink
Social media has become one of the biggest influences on everyday habits, and drinks are no exception.
It shapes perceptions. A University of Western Australia study analysed 197 popular energy drink videos on TikTok with over 70 million combined views, finding that most portrayed energy drinks positively. Short-form video puts drinks in front of huge audiences, fast.
It spreads the “less sugar” message. Researchers at Southern Cross University suggest that social media campaigns about the effects of sugar may be one reason Australians are drinking fewer sugary drinks.
It turns hydration into a lifestyle. Fitness creators, gym routines and “day in my life” content have made electrolytes and hydration part of everyday wellness, not just elite sport.
For customers, that means more awareness and more choice. For businesses, it means trends can move quickly, so it pays to stock the products people are seeing online.
Energy and Sports Drinks in Your Day
Different moments call for different drinks. Here’s how energy and sports drinks fit into a typical routine.
The early start. Tradies, shift workers and commuters often reach for an energy drink to get going. Sugar-free versions from brands like Red Bull and V give the same familiar taste with less sugar.
The workout. Before, during or after the gym, sports drinks like Powerade and Gatorade are designed to help replace fluids and electrolytes lost through sweat.
The afternoon slump. Many office workers swap a third coffee for an energy drink or a functional water to power through the rest of the day.
Weekend sport and hot days. In Queensland’s heat, hydration matters well beyond the gym. Sports drinks and functional waters are popular at weekend games, beach days and outdoor events.
The lighter option. For people who want something between water and a sports drink, functional waters like Nutrition Water offer hydration with added benefits.
Energy Drinks vs Sports Drinks vs Functional Waters
| Energy Drinks | Sports Drinks | Functional Waters | |
|---|---|---|---|
| Main purpose | Boost energy and alertness | Replace fluids and electrolytes lost in sweat | Light hydration with added benefits |
| Key ingredient | Caffeine | Electrolytes (and often carbohydrates) | Vitamins, minerals or other added ingredients |
| Best moment | Early starts, long shifts, afternoon slump | Exercise, sport, hot days | Any time, everyday hydration |
| Brands at Kelly’s | Red Bull, V | Powerade, Gatorade | Nutrition Water |
The Brands Leading the Way
Kellys stocks the full range of every brand below, including sugar-free and flavoured versions.
Red Bull One of the most recognised energy drink brands in the world, Red Bull has become a staple of busy routines, from early commutes to late study sessions.
V Energy A long-standing favourite with Australian customers, V has a loyal following and a range of flavours that keeps regulars coming back.
Powerade A household name in Australian sports drinks, Powerade is formulated to help replace fluids and electrolytes lost through sweat.
Gatorade One of the world’s best-known sports drink brands, Gatorade is a go-to for athletes and active people of all levels.
Nutrition Water A lighter functional water for everyday hydration, ideal for people who want more than plain water without choosing a sports or energy drink.
Enjoy Them Responsibly
Energy drinks contain caffeine and are not recommended for children, pregnant or breastfeeding women, or people sensitive to caffeine, as stated on Australian labels. Sports drinks are designed for activity, and plain water is still the best everyday drink. Choosing sugar-free options and keeping an eye on your total caffeine intake helps these drinks fit into a balanced routine.
What These Trends Mean for Your Business
Whether you run a service station, convenience store, cafe, gym or hotel, these trends change what customers expect to find in your fridge.
1. Sugar-Free Is No Longer Optional
With so many customers cutting sugar, a fridge with only full-sugar options misses sales. Stock sugar-free versions right next to the originals so customers can switch easily.
2. Stock What Customers See Online
Social media drives awareness fast. Big, recognisable brands like Red Bull, V, Powerade and Gatorade are the ones customers already know and search for, which makes their availability essential.
3. Hydration Is an All-Year Category
In big, warm cities like Brisbane, hydration drinks sell well beyond summer. Give sports drinks and functional waters solid shelf space year-round, then expand as temperatures rise.
4. Organise by Need, Not Just by Brand
Group energy drinks, sports drinks and functional waters separately. Customers shop by moment (“I need energy” or “I need hydration”), and grouping makes the decision faster.
5. Put Best Sellers at Eye Level
Your highest-volume lines earn the prime shelf. Use higher and lower shelves for newer or niche products, and trial new lines through monthly specials.
6. Stock Responsibly
Consider where energy drinks sit if your venue has lots of young customers, and never position them as a children’s product.
What to Stock by Venue
Service stations and convenience stores: lead with Red Bull and V in multiple sizes, including sugar-free, supported by Powerade and Gatorade.
Cafes: keep it curated, with a couple of energy options and functional waters that suit a fresh menu.
Gyms and sports clubs: prioritise sports drinks and functional hydration, with sugar-free options clearly visible.
Hotels and resorts: sports drinks and functional waters work well in minibars and poolside kiosks.
Why Choose Kellys Distributors
Kellys Distributors is a 100% Australian, family-owned beverage wholesaler with over 20 years of experience. Based in South East Queensland, we supply businesses across Brisbane, the Gold Coast, the Sunshine Coast and beyond, and we also sell to the public.
- The brands customers want: Red Bull, V, Powerade, Gatorade, Nutrition Water and more, with full ranges in stock.
- Monthly specials on popular lines.
- One order for everything: 150+ brands across energy, sports, soft drinks, juices and water.
- Easy ordering: online, through Ordermentum or with your sales representative.
Frequently Asked Questions
What’s the difference between an energy drink and a sports drink?
Energy drinks contain caffeine and are designed to boost energy and alertness. Sports drinks are designed to replace fluids and electrolytes lost through sweat, and usually don’t contain caffeine.
Are sports drinks only for athletes?
They’re designed for physical activity, but many people use them during hot weather, outdoor work or weekend sport. For everyday hydration, water or functional waters are lighter options.
Which energy and sports drinks should my business stock?
Start with the brands customers know, such as Red Bull, V, Powerade and Gatorade, in both original and sugar-free versions. Then add functional waters and new products based on what your customers ask for.
Can I buy energy and sports drinks from Kellys if I’m not a business?
Yes. Kellys Distributors sells to both businesses and the public. Browse the range online or contact our team.