It is expected energy drinks will continue to significantly outperform the other main soft drinks categories in Uzbekistan in off- and on-trade volume growth terms over the forecast period. While this is partly because consumption is emerging from a lower base, it will also remain among the categories best positioned to tap into key trends driving the expansion of the market as a whole, such as rising urbanisation, increasingly busy lifestyles and a rapidly growing and relatively young population.
Reduced sugar energy drinks is projected to grow faster than the regular category in off-trade volume sales terms during the forecast period, albeit from a much lower base. Interest in reduced sugar varieties will remain limited overall, as health concerns have yet to exert a significant influence on soft drinks purchasing decisions in Uzbekistan, where most consumers prioritise indulgence and favour sweeter-tasting beverages.
Young adults and teenagers will remain the core consumer base for energy drinks in Uzbekistan over the forecast period. This will continue to be reflected in marketing strategies, with producers expected to invest in advertising campaigns – particularly via social media – that give their brands a more youthful, fashionable image and associate them with highly active and adventurous lifestyles.
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Energy Drinks
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 DefinitionsThis report originates from Passport, our Energy Drinks research and analysis database.
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