Most new product developments within energy drinks are likely to focus on reduced sugar variants, which will be driven by both mainstream brands and smaller players. There will also be innovations around functionality, especially as soft drinks with additional functional ingredients are becoming increasingly evident.
Many players, while focusing on innovation based on health trends, will also likely focus on attracting budget-conscious consumers heading into the forecast period by offering lower prices. This is because consumers are under increasing pressure due to rising inflation and taxes, thereby driving up unit prices.
The United Arab Emirates has shown resilience throughout the pandemic and has gained global recognition for its recovery and quick turnaround of business confidence. Apart from hosting Expo 2020, it stands out as a destination of choice for several high-profile global events which are due to be held over the forecast period, such as COP28.
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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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