Despite the significant development of energy drinks in the Tunisian market, smuggled products and the parallel market remain the main threats to the category going forward. The Tunisian authorities are trying to subdue this phenomenon but, in reality, the presence of smuggled products, especially in traditional grocery retailers, is increasing every year.
Tunisia does not have the tradition of producing energy drinks locally. Indeed, the Tunisian market saw the appearance of its first domestic energy drink in 2022.
While the development of the domestic production of energy drinks has the potential to exert a downward pressure on unit prices in the category, the immediate movement of pricing is likely to be upward. With the prevailing economic crisis, which has been experienced now in Tunisia for several years and has impacted consumer purchasing power and increased the rate of inflation, the prices of energy drinks will continue to rise early in the forecast period.
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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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