Energy drinks is a relatively new concept in soft drinks in Pakistan. The consumer base is limited, with young urban consumers the primary target audience.
Pakistan is a growing consumer market. The country has seen an influx of brands and product varieties enter the mass market with the support of demographic, socioeconomic and retailing drivers.
Over the forecast period, the focus is set to remain on increasing awareness of energy drinks and expanding distribution and the consumer base. New brands are expected to enter the fray following the latest launch, Mutant by Coca-Cola Beverages.
A major manufacturer of carbonates, PepsiCo, is the dominant player in energy drinks in Pakistan. The company has an inherent advantage in energy drinks, given its historic success and strong consumer loyalty in other beverage areas.
The first major player in the category, Red Bull, has limited availability in towns and cities. Thus, it is perceived as a highly niche and luxury brand consumed only by affluent consumers.
Energy drinks companies have focused on increasing consumption through the introduction of packaging formats that are good for on-the-go consumption, such as easy to dispose of glass bottles and PET bottles. Going forwards, energy drinks players are expected to continue to see packaging as a way to increase consumption occasions and stimulate interest and usage.
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Discover the latest market trends and uncover sources of future market growth for the Energy Drinks industry in Pakistan with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Soft Drinks market research database.