The positive performance of energy drinks during the review period is set to continue over the forecast period, with energy drinks again outperforming other soft drinks over the forecast period. Energy drinks are increasingly popular in Georgia and there is increased availability.
There is concern over the high levels of sugar in energy drinks and reduced sugar variants will register higher volume growth over the forecast period. As such, players will focus on sugar-free and reduced sugar variants.
There will be little change in the competitive landscape over the forecast period and local producers will continue to benefits from their competitive pricing. Imported brands will compete through extensive marketing and will also benefit from a higher presence in on-trade channels.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Energy Drinks
These are the aggregated total of regular and reduced sugar 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 DefinitionsThis report originates from Passport, our Energy Drinks research and analysis database.
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