Energy drinks face a period of dynamic volume and constant value growth in the forecast period, spurred by the growing popularity of Sting and other cheaper brands like Fury Energy, which will be backed by heavy investments from PepsiCo and The Coca-Cola Co respectively. These affordable brands will drive awareness of energy drinks, along with stronger distribution in mainstream retailers.
The marketing battle between Red Bull and the significantly cheaper Sting will continue to intensify in the upcoming period, with both players investing heavily in mass media campaigns and celebrity endorsements in an effort to win over new consumers and reinforce brand awareness. Sting is positioned as the brand of choice for younger consumers with more adventurous lifestyles via digital campaigns featuring popular local actors, singers and influencers on platforms such as Instagram, TikTok and Facebook.
Government and media backlash surrounding the health effects of energy drinks is expected to continue in the coming years. The Egyptian government has condemned the sale of cheaper brands like Sting and Fury Energy, as well as other cheaper energy drinks that appeal to school pupils and young students.
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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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