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Africa Energy Drinks Market is segmented by Product Type into Drinks, Shots, and Mixers; by Packaging type into Bottles (PET/Glass), Cans, and Other Packaging Types; and by Distribution Channel into Supermarkets/Hypermarkets, Specialty Stores, Convenience Stores, and Other Distribution Channels.
2016 - 2026
The Africa Energy Drinks Market is projected to register a CAGR of 3.9%, during the forecast period (2020 - 2025).
The African energy drink market is segmented by Product Type into Drinks, Shots, and Mixers; by Packaging type into Bottles (PET/Glass), Cans, and Other Packaging Types; and by Distribution Channel into Supermarkets/ Hypermarkets, Specialty Stores, Convenience Stores, and Other Distribution Channels.
|Other Packaging Types|
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The primary reason for the popularity of energy drink is directly related to the aggressive marketing campaigns, which are mainly directed toward young consumers. Furthermore, advertisements are promoting that energy drinks ignite the mind, refresh the body, and enhance performance and stamina. For instance, Monster’s expenditure on advertisement and promotion increased with a 14% growth rate during the time period 2016 to 2018. Apart from promotional expenditure, endorsement, and sponsorship also influencing market growth. In addition, to compete with market leaders, key players in soft drinks such as Pepsi and Coca-Cola also entered in energy drinks market and these companies are intentionally spending more on the advertisement to compete with Red Bull, Rockstar, and Monster Energy drinks. Therefore, growing advertisement and promotional activities is boosting the demand for energy drinks from different consumer groups.
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Health attributes are most important to the millennial population in Africa, who are willing to pay a premium for health benefits in a product, with the growth of simpler, cleaner, and free from labels energy drinks products, as an indicator of a more natural product. The increase in the awareness related to maintaining a healthy lifestyle among the young African consumers is making them increasingly health-conscious, particularly of the food or beverage they're consuming, driving a forceful demand for energy drinks to meet their needs. The developing health and wellness market in Africa is expected to compel beverage brands to create products that have more than one quality in their product offerings. For example, energy drinks serve the energy, nutrition and hydration needs of consumers. Furthermore, there is an increase in the demand for energy drinks, primarily due to the inclusion of stimulants, natural ingredients, and additives, which are commonly used in most gyms. Rising health awareness, increasing subscriptions to the gym and other fitness clubs are expected to drive the growth of the market studied.
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The Africa Enrergy Drinks market is consolidated with few global and regional players having major market shares. Emphasis is given on the merger, expansion, acquisition, and partnership of the companies along with new product development as strategic approaches adopted by the leading companies to boost their brand presence among consumers. Key players dominating the regional market include Monster Beverage Corporation, Red Bull, The Coca-Cola Company, Campbell Soup Co., and Rockstar, Inc. among others.
1.1 Study Assumptions & Market Definition
1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET DYNAMICS
4.1 Market Drivers
4.2 Market Restraints
4.3 Porter's Five Forces Analysis
4.3.1 Bargaining Power of Suppliers
4.3.2 Bargaining Power of Buyers/Consumers
4.3.3 Threat of New Entrants
4.3.4 Threat of Substitute Products
4.3.5 Intensity of Competitive Rivalry
5. MARKET SEGMENTATION
5.1 Product Type
5.2 Packaging Type
5.2.1 Bottle (PET/Glass)
5.2.3 Other Packaging Types
5.3 Distribution Channel
5.3.1 Supermarkets/ Hypermarkets
5.3.2 Specialty Stores
5.3.3 Convenience Stores
5.3.4 Other Channels
6. COMPETITIVE LANDSCAPE
6.1 Most Adopted Strategies
6.2 Market Share Analysis
6.3 Company Profiles
6.3.1 Red Bull Corporation
6.3.2 The Coca-Cola Company
6.3.3 Campbell Soup Co.
6.3.4 Monster Beverage Corporation
6.3.5 Rockstar, Inc
6.3.6 AriZona Beverages
6.3.7 Living Essentials Marketing, LLC.
7. MARKET OPPORTUNITIES AND FUTURE TRENDS