Energy drinks witnessed a decline in volume sales as a direct result of taxes implemented in October 2017. However, habit persistence will mean, so while it energy drinks has become a more expensive option, loyal consumers will continue to indulge in the product with lower frequency of purchase.
Reduced sugar variants are still relatively new in energy drinks and a “better” variant is counterintuitive to the category. However, there are supermarket imports that are increasingly tending towards healthy messaging.
Flavoured carbonated water or carbonated beverages and with fresh juice are alternatives that are challenging the category. Within energy drinks, taste variants will continue to be within the taste profile offered by Red Bull due to the threat of veering away from what consumers expect from an energy drink.
Burn and Power Gold gained off-trade volume share within a declining category. Energy drinks is predicted to experience some downtrading as consumers become accustomed to the new prices.
Energy drinks manufacturers, as also witnessed in carbonates, are addressing consumer demand for healthier variants. Reduced sugar is being introduced in addition to zero sugar.
Red Bull continued to lead energy drinks in both off-trade value and volume terms in 2018. The brand has good penetration and is well known amongst local consumers.
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Discover the latest market trends and uncover sources of future market growth for the Energy Drinks industry in United Arab Emirates 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.