The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreDec 2018
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Eastern Europe is the third fastest growing energy drinks market globally. Russia has the largest volume sales in the region, while Hungary leads by per capita consumption. Changes in consumers’ lifestyles and preferences led to modifications in energy drinks. Reduced sugar and natural ingredients became the main base for innovations in the category.
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Over the last five years, energy drinks in Eastern Europe showed strong performance growing steadily year on year. In 2014-2015, market growth was hampered by legislation changes in Lithuania and economic instability in Russia and Ukraine. However, energy drinks still has much potential for further growth in the region. It is one of the fastest growing premium-priced categories in soft drinks, which makes it attractive for domestic and international companies.
Russia holds 34% share of retail volume sales of energy drinks in the region. It became the leading market due to its large population. However, in terms of per capita consumption, the leader is Hungary. Hungary has strong local players with significant marketing support. Consumers in this country are very familiar with energy drinks and often choose them over carbonates.
PepsiCo Inc, Monster Beverage Corp and Red Bull GmbH enjoy the largest energy drinks sales in the region. Their advantage lies in strong marketing support, wide distribution and brand recognition. However, Eastern Europe has strong regional players that continue growing share. Polish FoodCare and Hungarian Hell Energy are among them.
Consumers’ demand for healthy and natural products prompted energy drinks producers to rethink their recipes. Companies currently offer sugar-free variants and energy drinks based totally on natural ingredients. Moreover, energy drinks has become more of a hybrid category and directly competes with carbonates, sports drinks and even flavoured water.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.