Energy drinks will continue to face challenges and competition from other soft drinks over the forecast period, resulting in low demand in both on-trade and off-trade channels. Furthermore, energy drinks also competes with direct selling brands such as Amway X, which has gained many followers through membership sign-ups and which is aggressively promoted by direct selling agents.
Yee Lee Marketing Sdn Bhd, with its Red Bull brand, is expected to organise seasonal marketing activities to further promote its offerings. In line with the style of such activities from Red Bull, such activities will include road shows, exhibitions, and event sponsorships – such as for sporting and community events.
Due to the challenges facing energy drinks, it is expected that players in the category will diversify their portfolios over the forecast period, concentrating on other more profitable areas. For example, Power Root (M) Sdn Bhd is anticipated to expand the distribution channels and product visibility for its RTD coffee, in turn placing a lower focus on Power Root in energy drinks.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Malaysia 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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