2021 saw no more than marginal growth in retail volume sales of energy drinks. While middle- and high-income consumers remain the main driver of growth in off-trade volume sales of energy drinks, demand is widening as more affordable brands are launched.
Before the outbreak of COVID-19, Red Bull expanded the distribution of its sugar-free variant to appeal to the growing number of health-orientated consumers in Egypt. Since the onset of the pandemic, the company has continued to innovate in Egypt, introducing new flavours, such as Red Bull white edition with coconut and berries.
Supermarkets are the dominant distribution channel for energy drinks, with both traditional grocery retailers and hypermarkets very much of secondary importance. As the pandemic has accelerated the development of e-commerce in Egypt, it is now easier to buy energy drinks online, but very few local consumers do so.
Off-trade volume sales of energy drinks will exhibit strong growth throughout the forecast period. In addition to ongoing population expansion and urbanisation, the widening distribution of more affordable brands like Sting will be an important factor in this.
Over the forecast period, the leading companies in energy drinks are expected to continue to invest in marketing and advertising through digital platforms in order to attract more customers in the middle income consumer base in Egypt. The category has seen a high level of investment in online advertising in recent years, as companies collaborate with influencers and streamers throughout Egypt, and this trend is expected to continue over the forecast period, as local consumers become increasingly well connected through devices and social media.
The Westernisation trend is gaining momentum amongst younger consumers in Egypt and will continue to do so over the forecast period, leading to a growth in sales of imported products that are popular in Western markets. Marketing campaigns tend to position energy drinks with fast-moving, adventurous lifestyles that younger consumers aspire to, and this advertising trend will continue to appeal to young consumers in Egypt.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Egypt with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Energy Drinks
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 DefinitionsThis report originates from Passport, our Energy Drinks research and analysis database.
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