Despite the widespread disruption of the COVID-19 pandemic to consumer lifestyles, off-trade sale of energy drinks remained resilient to the effects of the global health and economic crisis in 2020. This is due to the common trend amongst local consumers of purchasing products in this category when consumers are unwell or feel under the weather.
Unlike off-trade sales, however, on-trade sales plummeted in 2020 as the country faced horeca closures during the long and strict national lockdown. Sales of energy drinks in horeca outlets are primarily focussed on more expensive offerings such as the imported brand Red Bull GmbH, as opposed to off-trade sales which are more often represented by local producers.
The Polish brand Flash Up, owned by Sunrise Sales ChP, began imported its products into Uzbekistan in 2017 and has since taken off in the country, increasing its value share in energy drinks year-on-year. This is due to a particularly strong marketing and advertising presence in Uzbekistan as well as strong brand loyalty.
Following the disruption of the COVID-19 crisis, which included the closure of horeca outlets and the near decimation of on-trade sales of energy drinks in 2020, the category is expected to post a slow but steady recovery in on-trade terms in the forecast period. The recovery of on-trade sales will be slow as the threat of COVID-19 lingers, but the category is expected to recover its pre-COVID-19 on-trade sales in the final year of the forecast period.
The category, which is growing from a relatively low base in Uzbekistan, is projected to continue growing at a rapid rate during the forecast period. As a relatively new category in the country, there is a lot of room and potential for further growth and expansion in energy drinks, especially once the economic effects of the COVID-19 pandemic subside.
Energy drinks will be supported by a high level of consumer loyalty in the forecast period as products in this category become more widely available in Uzbekistan and more consumers become familiar with its product selection. Products in energy drinks benefit from a positive image in Uzbekistan, despite the fact that the government has put a ban on sales of energy drinks to consumers under 18 years old.
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This report originates from Passport, our Energy Drinks research and analysis database.
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