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Learn moreMar 2018
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Off-trade volume sales of energy drinks show a double-digit decline for the fourth year in a row, leaving a potentially large consumer base unsatisfied. The consumer base has expanded over the review period, with negative publicity not being an issue since the government has not played a major role in the public awareness of the hazardous effects associated with its consumption.
The average unit price of energy drinks in 2017 is over four times higher than the corresponding price of sports drinks. All importing is carried out by companies and a handful of independent importers which must increase the final price of the products to keep up with the loss of value of the domestic currency.
Over the forecast period, demand will continue to be unsatisfied owing to a reduced supply in volume and variety. A combination of highly priced foreign exchange and falling real incomes will continue hurting the category from both market sides.
Energy drinks became a fragmented category over the review period due to the exit of SoBe AdRush in 2012, being the category leader at that time. Fragmentation resulted from importers and manufacturers rationalising product portfolios to give priority to basic products.
Industrias Aven 2012 CA is the importer of the international brand Red Bull, the category leader that maintained its share. Red Bull’s share is likely to increase slowly after the exit of SoBe AdRush which followed an aggressive and effective pricing strategy.
Other brands present in the category are Ciclón (Grupo Constania SA), Hell (Dukato CA) and B52 (Borges & Almeida CA), which hold second to fourth places in the ranking, respectively. B52’s irregular presence and very high unit prices have hurt its share over the review period.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Energy Drinks industry in Venezuela with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Sports and Energy Drinks industry in Venezuela, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Soft Drinks market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.