Cruva Social Intelligence · UK TikTok Shop · Last 30 days (May 12 – Jun 11, 2026)
UK energy drink market
Energy drinks, pre-workout RTDs, and functional energy products
Top product GMV
$37.9K
C4 Performance multipack
Top units mover
19,704
C4 Performance units, 30d
Most efficient brand
C4
$87 GMV/creator
Widest creator reach
GHOST
700+ creators per SKU
Brand landscape
Brands by 30-day GMV
GMV figures are whole-brand, all SKUs
| Brand | GMV (30d) | Creators | Videos | GMV/creator | |
|---|---|---|---|---|---|
| 1 | T R I P | $229,188 | 11,066 | 6,630 | $21 |
| 2 | EHPlabs UK (energy-led) | $95,968 | 2,736 | 1,703 | $35 |
| 3 | Carlsberg Britvic (Purdey's) | $94,859 | 2,539 | 1,799 | $37 |
| 4 | PerfectTed | $78,290 | 5,195 | 1,136 | $15 |
| 5 | C4 | $59,967 | 686 | 705 | $87 |
| 6 | DASH Drinks | $56,020 | 1,393 | 809 | $40 |
| 7 | HIGH Sports Nutrition | $36,052 | 1,214 | 1,009 | $30 |
Product rankings
Top products by GMV
| Product | GMV | Units | Creators | Price | |
|---|---|---|---|---|---|
| 1 | C4 Performance Energy 12/24 x 500ml | $37,941 | 19,704 | 449 | $14.46 |
| 2 | Purdey's Natural Energy Variety 12pk | $20,035 | 10,017 | 349 | $2.00 |
| 3 | Monster Ultra White 12x500ml (reseller) | $6,756 | 397 | 557 | $19.50 |
| 4 | Daily A-Z Vitamins Fizzy Energy 12pk | $5,464 | 298 | 745 | $21.10 |
| 5 | Bloom Sparkling Energy 12pk | $4,917 | 4,915 | 311 | $1.00 |
| 6 | TikTok Starter Bundle (sachets + shaker) | $4,804 | 416 | 172 | $13.76 |
| 7 | Monster All Flavours 12x500ml (reseller) | $4,105 | 216 | 80 | $19.92 |
| 8 | EHPlabs OxyShred Energy RTD 12pk | $3,746 | 157 | 432 | $24.42 |
| 9 | GHOST Energy Sour Pink Lemonade 12pk | $3,726 | 176 | 605 | $25.10 |
| 10 | TikTok Ultimate Bundle (cans + gummies) | $3,707 | 1,854 | 66 | $2.00 |
| 11 | Marmoris Cocoberry Functional 12pk | $3,431 | 1,844 | 167 | $18.05 |
| 12 | GHOST Energy Blue Raspberry 12pk | $3,381 | 120 | 769 | $28.00 |
| 13 | GHOST Energy Cherry Limeade 12pk | $2,695 | 84 | 767 | $31.00 |
| 14 | Monster Ultra Vice Guava (2026 launch) | $2,547 | 87 | 19 | $29.00 |
| 15 | Vimto Energy 12x500ml | $2,374 | 719 | 3 | $21.33 |
| 16 | Sneak Energy Variety 24pk | $2,291 | 515 | 15 | $31.66 |
| 17 | C4 Ultimate Performance Bundle | $2,248 | 42 | 30 | $56.19 |
| 18 | Red Bull Original 12/24pk (reseller) | $2,207 | 924 | 52 | $24.46 |
| 19 | Sneak Raspberry Lemonade 24pk | $2,035 | 74 | 46 | $30.65 |
| 20 | Sneak Raspberry Lemonade 12pk | $1,862 | 111 | 212 | $19.98 |
| 21 | GHOST Energy Warheads Sour Watermelon | $1,335 | 46 | 457 | $29.00 |
| 22 | Hype Energy MFP Classic 24pk | $1,310 | 107 | 79 | $13.16 |
Visual breakdown
Creator reach vs. revenue per product
Bubble area = units sold
Strategic insights
Key takeaways for Cruva
- C4 owns the UK energy category on conversion — $37.9K GMV and 19,704 units from just 449 creators on its flagship multipack. They're the model of an efficient affiliate program: small, curated creator pool, high repeat volume.
- GHOST is running an awareness play, not a conversion play — 457–769 creators per flavour SKU but only $1.3–3.7K GMV each. Heavy sampling/seeding with weak sell-through. A clear pitch target: they have the creator network but no optimisation layer.
- Purdey's (Carlsberg Britvic) is quietly scaling — $20K on the variety pack plus $1.4K on Apple & Grape, with broad creator distribution. Big-CPG money entering the category via TikTok Shop.
- Sneak is converting well with a tiny network — three SKUs totalling ~$6.2K from very small creator counts (15–212). Gaming-native brand with strong organic pull; scaling their affiliate program is the obvious next lever.
- Monster and Red Bull are reseller-driven — multiple third-party multipack listings rather than official shops, fragmenting their GMV across listings. Official-shop entry would consolidate the category overnight.
- EHPlabs straddles energy and supplements — OxyShred RTD cans ($3.7K, 432 creators) plus pre-workout powders ($24.8K+). Their UK expansion is energy-led, making them a strong fit for creator-management tooling.
- Bundle SKUs are the sleeper format — TikTok-exclusive starter bundles (sachets + shaker) and the C4 Ultimate stack ($56 AOV) show energy brands using kits to lift basket size. Expect more of this.
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