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Legislative restrictions have negatively affected energy drinks development. The official ban (from June 2016) of sales of energy drinks to minors has squeezed the consumer base, as teens are the most attracted by energy boosting features.
Despite falling volumes, the share of already well-established brands at both the economy and higher end improved in 2017. This was possible due to shrinkage of smaller brands, which accounted for negligible shares.
Energy drinks remained challenged by government’s strong stance against caffeine-infused drinks, exemplified by anti-energy drinks regulation for minors. The ongoing debates about sugar tax initiatives will eventually result in companies’ revision of their brands’ composition.
In 2017, Cesu Alus increased its volume and value share and maintained its position amongst the top three players within energy drinks with its Dynami:t brand, which held the leading volume share. The company managed to avoid the potentially negative effects arising from age restrictions by making timely adjustments.
Despite stronger competition from cheaper, locally produced Dynami:t and Coca-Cola’s Burn, Red Bull maintained its trendsetter role and held the highest value share in 2017. The brand is strongly present both off- and on-trade, where people readily pay extra for brand.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Energy Drinks industry in Latvia with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Sports and Energy Drinks industry in Latvia, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Soft Drinks market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.