Asia Energy Drinks Report 2012




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Product Synopsis

Published by Canadean, the Asia Energy Drinks Report 2012 provides a detailed analysis of the energy drinks market in Asia, with data at a regional and individual country level, including forecasts to 2015

Introduction and Landscape

Why was the report written?
The Asia Energy Drinks Report 2012 is an essential guide for anyone with an interest in the energy drinks market and forms part of Canadean's best selling series of global soft drinks reports.

What is the current market landscape and what is changing?
In 2011 Asia topped the regional growth ranking, and accounted for close to 50% of global incremental energy drinks volumes. Aside from low levels in Africa, Asia is the only market where non-carbonated products have strong positioning.

What are the key drivers behind recent market changes?
Red Bull Beverage Company's focus on strengthening its distribution network in key cities and the entrance of new local players is mostly responsible for the regional growth.

What makes this report unique and essential to read?
The report comprises of data tables and supporting text, providing information at a regional and country level. The report is compiled from Canadean's extensive global soft drinks databases which are researched individually by country using our specialist researchers 'on the ground'. Comprising of 14individual country profiles, plus a regional summary, the report provides an invaluable guide to the latest trends and forecasts in the energy drinks category.

Key Features and Benefits

  • Dataincludesconsumption volumes (million litres and litres per capita)from 2006 to 2011, plus forecasts to 2015 by country.
  • Percentage market shares are provided for segmentation data, packaging dataand distribution (2010 and 2011 actuals, plus 2012 forecasts).
  • Leading companies' market shares for 2010 and 2011 are provided.
  • A market valuation is provided for eachcountry and, where applicable, new products in 2011 are identified by country.
  • Supporting text includes commentary on current and emerging trends, segmentation, packaging, distribution, pricing/valuation and where applicable, functional products and private label
Key Market Issues

  • The restrictions from FDA Thailand in terms of marketing and advertisements will dampen the category's potential success in the country.
  • The powder format continued to decline in the Philippines, with no indication that segment players will increase sales.
  • In Indonesia growth is expected to slow as consumers become more concerned about improving their health awareness.
  • The category has not yet taken hold in India, as watchful groups are expected to try to combat producers' investments due to concerns of over-consumption in youths.
  • One issue in Malaysia is that the category is more expensive but less supported in terms of AandP compared to other drinks targeting the same set of consumers.
Key Highlights

  • Asia remains the powerhouse accounting for nearly 40% of global consumption. 
  • In Asia the glass bottle accounts for the majority of consumption (39%), but is losing share to other options which are more popular globally.
  • Whilst all Asian countries registered positive performance, in China consumption more than doubled.
  • In Japan energy drinks are segmented into medical (classified as quasi-drugs, or drugs) energy drinks and non-medical energy drinks (classified as soft drinks). All medical energy drinks contain active ingredients for medical efficacies.
  • In the past, South Korea's most favorable functional energy drinks were gingseng drinks, fibre drinks, and other herbal products; however, in 2011, the sales of energy drinks outperformed those functional products.