The outlook for energy drinks is positive, with off-trade volume sales projected to grow strongly throughout the forecast period. The fact that Egypt has one of the world’s most youthful populations bodes well for the category, as these products are most popular among young adults and teenagers.
Leading brands in energy drinks will continue to try to capture consumer attention and boost sales by regularly introducing new flavour variants over the forecast period. Having enjoyed considerable success with seasonal and limited edition varieties in recent years, Red Bull is expected to remain the principal exponent of this strategy, though it should also become more visible among other players.
Together with further improvements in distribution and continuous marketing support, Sting’s very affordable price positioning should ensure it remains among the best performing brands in energy drinks over the forecast period. Moreover, its success is likely to encourage other players to introduce more competitively priced products, which will help to broaden the appeal of the entire category, especially among lower-income Egyptians.
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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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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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