PROSPECTS AND OPPORTUNITIES
Future growth supported by younger consumers, assortment expansion and promotions
Volume sales growth of energy drinks over the forecast period will be driven by their growing popularity amongst younger consumers, supported by active advertising, assortment expansion, and promotional campaigns. Authorities are expected to continue raising awareness about the negative effects of energy drinks consumption by children, which could potentially lead to a future ban of their sale to minors in Serbia.
The price has to be right to attract price-sensitive consumers
Leading players are expected to maintain their positions thanks to their extensive market presence, strong advertising and brand loyalty. However, competition is set to remain intense over the forecast period as consumers will increasingly seek value for money.
Innovation to drive consumer interest
Innovation and the introduction of new products, including flavours, are expected to drive consumer interest in energy drinks over the forecast period. The market is likely to see an increase in healthier alternatives, such as sugar-free options and energy drinks fortified with vitamins and dietary supplements to attract increasingly health-conscious Serbians.
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Overview:
Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Energy Drinks industry in Serbia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Energy Drinks in Serbia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Energy Drinks in Serbia?
- To what extent are health considerations impacting consumption of Energy Drinks in Serbia?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Energy Drinks in Serbia?
- Which are the leading brands in Energy Drinks in Serbia?
- What potential exists for multinational or domestic soft drinks companies to expand in Serbia?
- How are products distributed in Energy Drinks in Serbia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of Energy Drinks?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
Energy Drinks in Serbia - Category analysis
KEY DATA FINDINGS
Growth fuelled by rising popularity amongst younger consumers, discounts and an expanding assortment
Potential ban of the sale of energy drinks to minors
Larger sizes appeal with their lower cost per litre
Future growth supported by younger consumers, assortment expansion and promotions
The price has to be right to attract price-sensitive consumers
Innovation to drive consumer interest
Soft Drinks in Serbia - Industry Overview
Soft drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
DISCLAIMER
The following categories and subcategories are included:
Energy Drinks
- Regular Energy Drinks
- Reduced Sugar Energy Drinks
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 definitionsWhy buy this report?
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This report originates from Passport, our Energy Drinks research and analysis database.
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