Market Trends of middle east energy drinks Industry
The market for energy drinks is on the rise attributed to the consumer preference for instant hydration coupled with sugar-free and calorie-free beverages
- In recent years, the consumption of energy drinks has been increasing steadily owing to the consumer preference for instant hydration coupled with sugar-free and calorie-free beverages. The consumption of energy drinks is majorly prevalent among the younger population, One of the reasons for the high consumption of energy drinks is poor sleep schedules among people. Almost 40% of people in the Middle East are affected by sleep disorders in 2023.
- The demand for organic products in the Middle East is growing at a rate of 3% to 7% in 2023. Also, the rise in the diabetic population and the growing number of teenagers being affected by the excessive consumption of sugar-based drinks are leading to the surging sales of sugar-free energy drinks across these countries. Several companies are substantially investing in introducing numerous organic energy drinks with fruit content and minimized sugar levels.
- The price of energy drinks plays a significant role in consumer decisions. Consumers may be more price-sensitive during economic downturns and seek budget-friendly options. Discounts and promotions, such as buy-one-get-one-free offers or multi-pack deals, can sway consumer behavior. Retailers like Choithrams, Trolley and Supermart stood out as prominent e-retailers, providing competitive pricing for a substantial number of energy drinks SKUs.
- Health-conscious consumers often seek energy drinks with lower sugar content or those labeled as "sugar-free". High sugar intake is associated with various health issues, including obesity and diabetes. In the UAE, 31% of women in the UAE are obese, and 25% of men in 2022. Likewise, In Saudi Arabia, 31% of men and 42% of women are obese in 2022.
OTHER KEY INDUSTRY TRENDS COVERED IN THE REPORT
- Companies are innovating with unique and exotic flavors to differentiate their products and attracting consumers beyond traditional drinks
- Red bull accounted leading position with highest market share due to quality offerings and due to its strong presence
