BMi Research 2013 Annual Quantification Report Media Feedback Report - Energy Drinks in South Africa
BRAND ACTIVITY
Sep 16th, 09:14
Market Trends
Energy Drinks market has increased from 2011 – 2012 in volume. Players in the market feel that the rise in energy drinks popularity has to do with the aggressive marketing campaigns.
Category value growth was driven jointly by the price per litre increase as well as by the volume growth. The prices increased due to natural inflationary pressures.
In terms of packaging demand, cans increased in volume and now form a large percentage of the market with PET increasing in volume too but forming a smaller percentage of the market. With competition in this industry of so many brands and types of energy drinks, packaging creates a first impression for each one. Players in the market feel that packaging is a powerful marketing tool that provides a competitive edge by adding value to the consumer.
The top-end retail experienced a high increase in volume and grew in share followed by garage forecourts volume increasing and on-consumption. The bottom-end retail decreased in share.
Gauteng absorbs a larger percentage of the volume supplied, growing in share. Mpumalanga, North West and Limpopo grew less in volume losing share and now makes up a smaller percentage of the market.
Energy drinks industry is encountering new opportunities and challenges with players looking into introducing energy drinks with nutritional benefits and producing a meal replacement drink category. Players are concerned about a shift towards health-oriented, wellness drinks as energy drinks are known to have high caffeine content.
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