Energy drinks is expected to post impressive growth in off-trade volume sales throughout the forecast period. Its expansion will continue to be underpinned by strong demand among lower-income workers with jobs that involve higher levels of physical activity, long hours and night shifts.
While price will remain a key point of competition, energy drinks is also expected to witness greater segmentation over the forecast period. Premium-priced brands such as Red Bull and Monster Energy are investing in innovation to drive value in a category that has become highly price competitive in recent years due to aggressive pricing strategies from new players.
Mainstream brands are not expected to drastically increase the prices of energy drinks despite inflation. Guatemalans are highly price-sensitive and where possible mass brands will not compromise losing retail share by increasing prices.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Guatemala 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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