Middle East North Africa Energy Drinks Report 2012




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Product Synopsis

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

Introduction and Landscape

Why was the report written?
The Middle East North Africa 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?
Growth was seen in the region in 2011 as local brands created an impression on the market and the perceived benefits of energy drinks are becoming more widely known. The category remains heavily reliant on a male consumer base, despite sugar free options' success.

What are the key drivers behind recent market changes?
Some countries within the region rely on locals and Western expats with a decent disposable income to bolster category sales as the cost is sometimes prohibitive for those without. Younger urban consumers are also responsible for category 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 11individual 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

  • Energy drinks in Tunisia and Egypt have been established in the market since the late 1990s but there had been a cultural aversion to the product mainly due to perception of the product as a sort of stimulant which could have been considered to be proscribed within the Islamic cultural tradition.
  • Energy drinks, as elsewhere in the GCC, are predominantly a male consumer's drink, even in spite of the inroads made by Sugar Free Red Bull.
  • In the UAE, large modern outlets remain the principal source of energy drinks. However, despite the importance of multipacks, both to the channel and in the market, large modern's share is very gradually declining, with both traditional grocers and convenience stores outpacing it. 
  • This is a relatively expensive drink so if a cheaper energy drink became available and a good marketing campaign stood behind it, then the lower income bracket would more than likely start to purchase and so there would be further opportunity.
  • Energy drinks in Egypt have been affected by increasing prices in recent years mainly as a result of the products being imported from Europe and the depreciation of the LE against major currencies such as the Euro.
Key Highlights

  • Red Bull has taken the 'bull by the horns' and engaged younger consumers by way of skateboarding and music events. This has proven to be a successful strategy in Jordan, especially in Amman.
  • Energy drinks are enjoyed by the younger Lebanese generation in particular, however, this age group is also aware of health issues including weight gain and diabetes, and they therefore enjoy the low calorie drinks. If used as a mixer this also keeps the calorie intake down and drinking is commonplace, particularly in the large cities.
  • Growth is expected as the younger population continues to be interested in the product as it is associated with fashion and status.
  • At this stage of energy drinks development in Egypt there is no real segmentation outside of traditional energy drinks flavors. Low sugar varieties remain negligible although are expected to be launched in a most consistent manner in 2013.
  • Due to new lower import tariffs of aluminium cans, as well as potential challenges in importing non-local products into the country in 2012, it may make more sense to produce products locally. Thus, companies which have a significant energy drinks market share in Iran might start looking at possible ways to meet at least part of their demand through local production.