Youth culture will remain significant to the growth and development of energy drinks in Bulgaria, with these products often drunk to provide an energy boost when out partying or socialising with friends. As such, on-trade sales of energy drinks will remain significant and will likely see stronger growth in volume terms than sales through the off-trade.
Regular energy drinks is set to face mounting competitive pressure from reduced sugar energy drinks over the forecast period, with more brand extensions expected to be seen, including from new and smaller players. Reduced sugar energy drinks are seeing increasing demand from the growing number of health-conscious consumers in Bulgaria who are concerned about their sugar intake, which is linked to issues such as obesity, diabetes, and cardiovascular problems.
E-commerce should also help to drive the growth and development of energy drinks over the forecast period, with busy consumers increasingly attracted to the convenience of being able to shop from the safety and comfort of their home. The growth of e-commerce should also help contribute to further diversification within the competitive landscape with new international brands likely to enter the fray.
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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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