In 2020 and the first half of 2021 energy drinks saw strong volume growth with teenagers and children driving demand. The increasing availability of a portfolio of inexpensive products was key to this, and in real terms, prices have fallen.
Although energy drinks remain popular thanks to their very specific function, there is an increasingly negative perception of these products, and in particular their high sugar content. The pandemic has unsurprisingly led many consumers to revaluate their diet, and the negative links between obesity and the virus are widely understood.
2021 has seen a high level of product development, spurred by intense competition – prices per unit of these products are among the highest in soft drinks, and as such extremely appealing to producers. Coca-Cola Co’s Burn, Minski Zavod Bezalcoholnyh Napitkov ZAO (MZBN)’s Bizon and Red Bull GmbH’s Red Bull all launched new flavour varieties to attract younger consumers.
The ban on sales to under 18 years old consumers will significantly impact volume sales growth during the forecast period, and as such, most opportunity lies at the adult end of the market. Most product development over the review period appeared to focus on these young consumers, with flavour development and pack liveries clearly aligning with this consumer base.
Belarus faces a struggle to rebuild its economy over the forecast period, following the blow of the pandemic and a new raft of economic sanctions on the Lukashenko government. Disposable incomes have dipped in 020 and 2021, and price sensitivity will remain acute over the forecast period.
The competitive environment is expected to become more fragmented over the forecast period, as more players appear on local shelves. Interestingly, many of these new players are anticipated to be wholly domestic, such as recent entrant Darida COOO, a development that is likely to drive further price competition.
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These are functional drinks designed to boost energy levels. Often lightly carbonated, these contain high levels of caffeine and a number of added water-soluble vitamins, most often a selection of B vitamins including niacin, pantothenic acid, vitamin B6, and vitamin B12. Ingredients can also include amino acids such as taurine and glucuronolactone, as well as herbal products such as guarana and ginseng. Can be carbonated or still. Leading brands in off-trade volume include Red Bull, Monster and RockStar. Glucose-based energy beverages such as Lucozade Energy are included here.See All of Our Definitions
This report originates from Passport, our Energy Drinks research and analysis database.
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