As the demand for energy drinks grows along with the increasing consumer commitment to engagement in sport and exercise, it is expected that the category will offer lucrative business potential for manufacturers over the forecast period. Companies are particularly focusing on soft drinks that target sports people and those participating in regular exercise.
COVID-19 generated greater awareness of healthier ways of living and awakened consumers to the role of diet and exercise in maintaining health and wellbeing. The current consumer is keen on leading a healthier lifestyle incorporating physical activity such as gym going and outdoor exercise to keep fit and avert lifestyle diseases that may make them more vulnerable to infections.
With the steady resumption of normal social and economic activity following the experiences of the COVID-19 crisis, there is an influx of consumers joining gyms and physical fitness programmes. The majority of these are consumers from younger generations who are more active and see energy drinks as fashionable.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Kenya 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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