Energy drinks looks set to perform positively throughout the forecast period, with solid growth in off-trade volume sales anticipated. Appreciation for the stimulating properties of these beverages will continue to increase in line with the trend towards busier lifestyles, which is likely to be reinforced by economic development and rising urbanisation.
While regular energy drinks will remain the dominant type in Kenya over the forecast period, the reduced sugar category is expected to grow fastest in off-trade volume terms. This is partly explained by the ongoing emergence of sales from a low base, but also reflective of rising health awareness among local consumers.
As competition intensifies, it is expected energy drinks manufacturers in Kenya will continue to increase investment in social media advertising over the forecast period in order to more effectively reach their core target audience of young adults. For example, more players are likely to employ local influencers and celebrities who are popular with this demographic to promote their products on TikTok, Instagram, Facebook etc.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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