During the pandemic and strict lockdowns in the United Arab Emirates, many daily activities shifted to the home, including work, fitness, entertainment and family time. Consumers adopted the habit of boosting their energy levels with drinks at home, rather than buying them from the workplace, foodservice, college or the cinema.
While established brands benefit from loyal consumers, new brands continue to enter the category. C4 (Woodbolt Distribution LLC) launched its reduced sugar energy drink in 2023 and has already earned significant volume share and half of shelf space in certain retailers.
Both established brands and new players have started to introduce more varied functionality within energy drinks, apart from energy boosting. Category leader Red Bull is now available in many flavours, each containing B vitamins and amino acid taurine.
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These are the aggregated total of regular and reduced sugar 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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