Energy drinks will continue to post growth; however, growth is expected to slow in the period to 2028 due to saturation. Comparing the per capita consumption with other countries, Kazakhstan’s consumption is already on par with Hungary, ahead of Russia, and significantly ahead of the average indicators of Eastern and Western Europe.
The main selling point of energy drinks is their energy-boosting properties. However, other soft drinks, such as RTD tea, RTD coffee and functional bottled water, also benefit from being on-the-go energy boosters, and energy drinks may face growing competition from such substitutions over the forecast period, which would dampen sales.
Increased competition in the category is expected over the forecast period due to market saturation. Creating a unique product with a variety of flavours at an affordable price will be the main aim of competing players in the market.
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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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