Energy drinks will return to healthy volume growth over the forecast period. Consumers’ busy lifestyles will support volume growth.
Though Sting will continue to dominate energy drinks over the forecast period, local players will gain volume share as they look to penetrate energy drinks, which have higher profit margins than for instance carbonates. Local brands include King Beverages’ Tiger & Powerful Stimulant Drink and DKT Pakistan’s Josh Power Stimulant Drink.
There is concern over the high levels of sugar in energy drinks and reduced sugar variants should gain some visibility over the forecast period. In addition, players will include other value-added ingredients such as fruit or vitamins and minerals, in order to give energy drinks a healthier positioning.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Pakistan 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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