Over the course of the forecast period, volume sales of energy drinks are anticipated to increase in both the on-trade and off-trade channels. This growth will be fuelled by the relaxation of COVID-19-related restrictions and a return to busy lifestyles, with social distancing measures being eased and travel/economic activities beginning to normalise.
Energy drinks players are expected to maintain their selling prices in retail channels as they seek to adapt to the decline in consumer purchasing power resulting from the COVID-19 pandemic. More economical products and brands, such as Panther, are expected to increase their market share during the forecast period, as blue-collar workers, such as drivers, look for cheaper products.
E-commerce is expected to make an increasing contribution to energy drinks sales during the forecast period. E-commerce platforms such as Shopee and Tokopedia have become a tool for energy drinks products to be offered at very low prices or with buy-one-get-one-free promotions, especially during sales campaigns.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Indonesia 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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