With a limited number of brands present in the category, energy drinks remained popular primarily with younger consumers whose brand and product loyalty helped the category to achieve solid off-trade and an even stronger on-trade growth. Consumption of energy drinks tends to be the norm amongst younger Macedonians, especially amongst partygoers who are the most significant energy drinks consumers through on-trade.
While off-trade volume consumption of energy drinks is more significant, on-trade current value sales are higher than off-trade due to the high unit price. The strong on-trade penetration of the most expensive and leading energy drinks brand Red Bull is the main contributor to strong on-trade value sales in the country.
Due to the significant penetration and continued strong performance of its eponymous energy drinks brand Red Bull, the renowned global leader Red Bull GmbH retained its overwhelming lead within energy drinks in 2018. Red Bull GmbH faced limited and weak competition in Macedonian energy drinks.
In addition to the leader Red Bull, there were several regional and domestic brands competing for share within energy drinks in 2018. Bat Beverage GmbH ranked second, which maintained its presence in Macedonia.
In 2018, Serbian companies remained the most active amongst the regional players and maintained a solid presence in the category, although they were unable to compete successfully with Red Bull, although they enjoyed a loyal consumer base amongst price-sensitive younger consumers. Nectar doo, which offers energy drinks brand Booster, ranked fourth in off-trade value terms, while third-ranked Knjaz Milos competes with Guaraná.
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This report originates from Passport, our Energy Drinks research and analysis database.
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