Energy drinks will continue to witness strong momentum in the forecast period with demand led by urbanisation and busy lifestyles, which will stimulate higher consumption of energy drinks on the go. The recovery of the on-trade will also add further impetus to retail volume growth as consumers enjoy energy drinks in foodservice.
Growing health cautiousness will encourage some Georgians to cut consumption of energy drinks or switch to healthier options. Currently the potential negative effects of energy drinks on people’s health are not generally covered by the media in Georgia, and therefore few consumers are concerned about excessive use of them.
Leading players are forecasted to retain their positions in Georgia although local energy drinks producers are expected to benefit from lower prices. Foreign companies are expected to retain their retail volume share thanks to a wide presence in the on-trade, heavy advertising and the ability to offer frequent price discounts.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Georgia 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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