Over the forecast period there will be a decline in the volume of energy drinks consumed Tunisia, in terms of off-trade sales, thanks to the impact of inflation and price hikes - particularly significant considering that all energy drinks distributors in Tunisia are reliant on imports. The decrease in Tunisian purchasing power, a consequence of prevailing economic challenges, will contribute to this downward trend.
The main target for energy drinks will remain young adults, with the products continuing to be preferred by those who frequent nightclubs and bars, where energy drinks are typically consumed in Tunisia. Energy drinks benefit from promise to boost energy, and their sweet taste – features favoured among local consumers under 30 years old.
The energy drinks market in Tunisia continues to be dominated by international brands, and this trend is expected to persist over the next period as well. Despite the introduction of the domestic brand Must in 2022, which offers a wide range of products in attractive plastic packaging and is mainly sold in modern grocery retailers its presence remains limited.
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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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